SMM 6

Introduction to SMART Metrics

  • SMART Metrics: These are measurable metrics that help in evaluating the performance.

Performance Drivers

  • Definition: Performance drivers are capabilities that can be analyzed from both qualitative and quantitative perspectives.

  • Importance of Evaluation: Evaluating these drivers is crucial for reporting and understanding how well goals are being met.

Content Factors

  • Top of the Pyramid: Content factors sit at the top level in understanding performance metrics.

  • Content Factors Include:

    • Topic choices (brand posts, campaign messages, entertaining content)

    • Format (type of content used on various social platforms e.g., Instagram stories, feed posts, reels)

    • Evaluation of format impact on performance.

    • Visual quality (how visuals such as people or products impact engagement).

    • Creative execution (effectiveness of different creative strategies).

    • Testing various calls to action for the same KPIs to see which resonates best.

Audience Alignment

  • Definition: Extent to which the audience finds the campaign and messaging engaging.

  • KPIs: Focused on engagement metrics (watch time, saves, links clicked).

  • Demographic Behavior: Understanding the audience demographics and how it impacts content engagement (e.g., audio preferences among different age groups).

External Factors Influencing Performance

  • Algorithm Shifts: Understanding how shifts in platform algorithms can impact reach and performance metrics.

  • Social Media Trends: Current trends that may affect content reach when they are incorporated into campaigns.

    • Links to strategic content planning based on trending topics and their impact on user engagement.

Comprehensive Evaluation

  • Analyzing Overall Strategy: Requires looking throughout performance metrics; not limited to isolated cases of content.

  • Content Quality Evaluation: Assessing different content types and their individual performance.

    • Includes analyses of captions, hashtags, and posting frequency.

  • Community Norms: Understanding how your audience engages with your brand compared to their general online behavior.

Reporting Performance Metrics

  • Importance of Reporting: Utilizing graphs and visuals to present results to stakeholders.

    • Importance of clarity in reporting to illustrate performance effectively.

  • Tools for Reporting: Various reporting tools (Hootsuite, native platform analytics) can enhance understanding of performance metrics.

  • Feedback Loops: Assessments should include reflections on what could lead to better outcomes and insights gained.

Overview of Content Creation and Consumer Engagement

  • User-Generated Content (UGC): Importance of engaging users to generate content, and how campaigns integrate this.

  • Crowdsourcing Defined:

    • Crowdsourcing can involve feedback, recommendations, or full content ideas from audiences.

    • Platforms like Wikipedia act as crowdsourced content repositories.

Examples of Successful Crowdsourced Campaigns

  • Doritos - Crash the Super Bowl Campaign:

    • An example of user-generated commercials that engaged creative input from users and involved them in voting.

  • Lay’s - Do Us a Flavor Campaign:

    • Crowdsourced flavor ideas led to direct consumer engagement in product development.

    • Public voting determines product release, enhancing critical audience connection.

  • LEGO Ideas Platform:

    • Fans create and submit designs, with winning concepts put into production, creating ongoing brand engagement.

Crowdfunding Strategies

  • Definition of Crowdfunding: Raising funds from the community for further initiatives, this can include creative or production projects.

  • Patreon:

    • A funding mechanism for creators to gain monthly support from fans through memberships.

    • Examples include famous artist and community interactions through membership incentives.

  • Crowdfunding Platforms:

    • Kickstarter: Specific funding requirements (all-or-nothing campaign model).

    • Indiegogo: Flexible funding options that allow for partial funding outcomes.

Conclusion and Future Considerations

  • Considerations for Future Campaigns:

    • Importance of community engagement in product ideation and supporting initiatives.

    • Need for professional quality and marketing materials to drive successful crowdfunding outcomes.

  • Reflective Practice: Importance of reviewing past campaigns to improve future marketing strategies and results.

    • Encouragement to utilize tools available for comparative benchmarks in audience engagement and goal setting.

  • Guest Speaker Reminder: Emphasizes importance of attendance and participation during the next class session due to special guest interaction.

  • Study Abroad Programs: Discussion on digital marketing opportunities abroad and potential scholarships available for students pursuing international education.