Let’s say you’re a restaurant operator and you’ve come up with a great creative concept for your ad campaign, executed it well, and placed it in all the right places to reach your target audience. So far so good. But now you want to know: How’s it doing? Is it raising awareness of your new positioning? Driving consumers into your locations to try your new menu items? Motivating customers to take advantage of your deals?
In the past, you might have had to wait for sales results or convene focus groups or do mall intercepts to find out. But with social analytics, you can find out in real time just how your campaign and its elements are being received. Here are some ways to do just that.
1. Start Measuring Early
Check to see if your campaign is on the right track as soon as you launch it. Slice and dice the data to understand (and change) any negative impact, or reinforce tactics that are working for your target audience.
2. Make Changes on the Fly
Find out what your audience is saying in real time so you can budget according to what is and isn’t working. Identify emerging themes in the online conversation so you can create content on the fly and react to opportunities and crises in the moment.
3. Analyze Net Sentiment
Analyze Net Sentiment and consumer reactions to product-specific advertising and brand marketing campaigns, both globally and in specific locations. Refine messaging, media buys, social promotions and more to get better ROI.
4. Measure Sentiment and Passion
Understand the sentiment and passion your campaign is creating in your audience. Analyze which campaign resonates with your audience across a specific time period. For instance, a campaign may generate a lot of buzz, but if consumers show below-average sentiment and passion compared to your typical numbers or those of your competitors, you can conclude that the campaign just isn’t resonating with them.
5. Identify the Most-Talked-About Campaign Elements
Understand which campaign elements have had an impact on your audience, such as the tagline, graphics, or music used in a commercial, and find ways to use them to get more earned media, increase your reach, or modify your creative.
6. Find the Sentiment Drivers
You can drill down into social data to get to the actual sentiment drivers in your target audience—emotions, behaviors and attributes. Find out exactly what people like and dislike about your campaign. Use this data to make course corrections in your current campaign to improve results, or to create messaging that resonates so you can reach across paid, earned and owned media.
7. Map the Customer Journey
Map where consumers are along the path to purchase and serve them more incentives. You can also determine how to refine your campaign strategy to leverage environments that show stronger performance and are driving earned media. Evaluate whether or not you offered enough value or a clear way for consumers to contribute to the earned conversation.
8. Identify Influencers
Identify who’s doing the talking online, analyze their number of mentions, followers, Klout Score (influence) and more. Then decide whether or not to engage them with incentives and custom messaging.
9. Find Out Where Your Customers Are Talking
Decide where to engage in conversation and whether or not to increase messaging on specific domains. Understand if there are regional insights or opportunities to play up in communication, for example: in-store, digital messaging, OLV, local TV, etc.
10. See the Big Picture
After the campaign has run its course, analyze the ROI on your owned and paid media to see how effective your campaign was in meeting the objectives you set for it at the beginning.
To read more about how multi-unit restaurants can use social analytics to improve results, download our complete eBook, Social’s Favorite Multi-Unit Restaurants.