09-Dec-2011
Social Video: How to measure the success of your campaign
My blog post this week aims to unveil the mysteries surrounding measuring ROI of a social video campaign. I've lost count of the amount of times I hear companies being put off by social media let alone social video - and you know what, good on them. This is the best way to approach social media, with caution! So what stops people using social video for their business? 99% of the time its because they don't know how to measure the success, or the ROI. My blog will hopefuilly demystify this curious subject.
Before I go on though, I need to get something off my chest. I've said it before. In fact I've shouted it before, and I'll do it again:
STOP OBSESSING OVER HITS
Sorry to shout again, but having an obsession over hits your video has received, is completely insane and will ensure that any social media campaign you're involved in will fail. Hits and views are so incredibly passive in the grand scheme of things. Let me show you the way to.......................................................................
Expectations - Keep It Real
I want to provide a very important distinction between a B2C and B2B campaign. If you are engaging in a B2C campaign you in most cases will have a larger audience than that of a B2B campaign. In light of that in a B2C campaign, there is a suggestion that you will need to reach more people in order to reach your marketing objectives, or gain a conversion - the conversion doesn't need to be a financial conversion. It could be making a comment - remember we're talking about a social campaign, not a sales campaign. So, based on that, the value of each audience member is likely to be quite low. Whereas with a B2B campaign, due to the audience being smaller in number, each member will have a higher value and there should be an expectation for a higher conversion.
Different Strokes for Different Folks
The social media audiences are different and social media marketing especially using video, requires a different approach and in turn you're going to require a different strategy in order to measure the success or the campaign.
Some help to establish your Social ROI Strategy......
Have clear marketing objectives
Decide which elements of the campaign you want to measure and which of these have the most value (more on that later)
Choose your video platform so you can measure the metrics - interestingly You Tube has just recently updated their Insights on their channel.
Ensure you apply the measuring across all channels you are distributing through i.e. email, You Tube, Facebook, Twitter etc.
Make a decision on where you want the people engaging with your video end up e.g. create a funnel. This can be a landing page on your website perhaps, or Facebook page. You decide.
A few more points worth mentioning: Make sure to categorize your strategy based on who your video is aimed at: There are three basic categories: clients & customers; prospects; influencers/industry heavy weights. You message and strategy will be informed far easier when you decided on this.
Social Metrics You Can Measure
I'm going to look at 'Active' aspects of social video that you can measure. There are passive ones, such as Number of Views (flattery); Length of views (okay); Average length of views (as it says average); Frequency of views (not very useful on its own); Total time spent viewing (okay, but once again useless on its own and doesn't tell you anything in isolation).
So lets show you the Active metrics that you can use to impress your boss and colleagues with:
Shares: How many people shared your video to their groups, friends? This has real value and shows you immediately how engaged that audience member is.
Comments: Are people commenting on your video? Are they starting the conversation and engaging other audience members in your video. Plenty of value in such a person who does this.
Clicks to another URL: If you've done your homework you'll have set up a specific landing page on your website and provided the link to that web page in your video. With web analytics programs like Google Analytics (free), you can see very easily where the visitors have come from - more awesome info to judge the success.
Backlinks: With online video you can very easily provide code for visitors to embed your video wherever they want, say their own website, blog, or Facebook page. These will earn your website link back from these websites etc, which really helps with your rankings in search engines.
General Opinion: What is the opinion of your audience. Positive (great), negative (great - you can know more about your audience), passive (terrible - you had no impact).
Influence: What is the authority or popularity of those engaging with your video content. Do they have a prominent profile in your space, or perhaps have lots of friends, lots of subscribers on their blog and so on. This is worthy of measuring and once again has value.
Content Feedback: How are people responding to your video? Are they using text, images, audio or perhaps responding with video responses? Each of these adds value to your campaign - you'll obviously have to decide how much value you place on each.
Incentives: Perhaps you created a competition and to enter the audience was required to fill in some details. Or perhaps there was a survey you created. There are numerous ways to get people to do something that gives you that all important thing called DATA - which can be measured.
Conclusion
The Active metrics I've mentioned require you to think about your objectives first. Once you are clear on your objectives, you'll be able to place a priority and value next to each of these metrics. But most importantly you'll be able to work out what your ROI is.
Next week I'll be offering an insight into the best tools to use for video marketing.
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