When we talk about campaigns, the same methodology and framework can also be applied to product launches, events, and other types of activation.
Radarly enables you to easily measure the impact of all your online (owned / earned and paid) and offline campaigns (events) through the prism of online conversations.
And not just that! We also encourage you to use Radarly to prepare your campaign (What's the goal? Who are you targeting?) and respond first hand to consumers' reactions such as negative sentiments in real-time.
This article will cover:
Measuring the Impact of a Campaign
Before:
Make sure all the hashtags, keywords, products (if it is a launch), location of the event, guest and influencers list (social accounts) of your campaign are set up in your Radarly project before the start of your campaign. Your Customer Success team is here to structure and visualize the data if required.
Set up alerts around sentiment or specific campaign moments. e.g. there is a major negative backlash arising regarding the campaign.
During:
Keep your fingers on the pulse to understand what's working and not in real time!
Set up automated reports scheduled to be sent to key team members' emails daily, weekly, or monthly to monitor the ongoing campaign performance.
Create automated Insight Pages to view the posts and/or images from your influencers and user-generated content daily, weekly and monthly.
Measure the on-going campaign success and apply the changes in real-time to boost performance and optimize future activations.
After:
Assess your results! You can't improve what you don't measure!
Use quantitative metrics to analyze the impact of your campaigns: volume of posts, Reach, Engagement
Analyze the content and how people talk about it by using the word cloud (which are the most used keywords?), sentiment gauge (how people feel about it?), and the picture wall (what people are posting)
Use the Influencers section of Radarly to measure the impact and success of your influencers for your campaign sorting them by Estimated Reach or Volume of Posts.
Benchmark this campaign with a previous or a competitor one to evaluate the campaign success
Tips and Tricks
Connect your brand Instagram account to be able to add hashtags in the Hashtags Search section which enables you to collect posts from non-professional Instagram accounts:
Look at the post volume & engagement to understand which type of influencers’ content is most relevant to engage. Rank posts by engagement actions in the feed on the left and analyze the top 20 posts.
Use the picture wall to identify which are the content types audiences are most engaged with
To analyze earned content, make sure that you use the corpus feature and exclude them to focus on organic content!
💡 Tip
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