Luke Moore (EMEA Sales Director at Crimson Hexagon) wrote an article for Digital Marketing Magazine about using social media analytics to to improve campaigns for clients.
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Having the data to back up a campaign plan from the beginning takes away the nervousness for the client, so the agency team can move forward with the best version of the campaign without worrying about the client changing their mind regarding the strategy.
Understanding the meaning behind consumer behaviour, such as purchase consideration and lifecycle or emotional drivers of conversation, (information that has traditionally been limited to market research from expensive and time-consuming focus groups or surveys), is available and easy to create with social analytics data.
Knowing what drives consumers to express positive or negative comments is much more actionable than simply knowing sentiment alone. The value of these insights for agencies in the research phase is to pre-empt any issues with current or historical brand sentiment — agencies are able to see any previous crisis issues or pain points and know how to avoid them while building strategy.
Social media is the single largest source of unsolicited consumer opinion in the world. With a social media analytics platform, agencies can research any question through all the data that is available without restriction for easy and fast results.
Understanding Customer Purchase Behaviour
Similarly, mapping the purchase lifecycle, from consideration to post-purchase advocacy, gives great insights into consumer behaviour, as well as potential segmentation and targeting options.
Identifying brand influencers and advocates
Gaining insights about the audience’s most influential and most prolific authors, daily posts per unique author, and total impressions can make the difference between building an inventive, mindful idea or a boring concept. All analyses can be filtered by author influence (so, for example, to look at the conversation themes among highly influential people).
By understanding the key influencers surrounding a certain brand, agencies can better define their engagement and promotional strategies for their clients.
Product development research
Don’t stop with a brand or a promotional campaign. Look at the product or service itself, and establish what consumers like or don’t like about it. By understanding what was successful, down to the product responses during launch or after a redesign, agencies can see how audiences react to subtle or significant changes of their brand favourites.
For the original article, click here.
Social Seeding – Social Media Marketing
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