A constant array of new products, growing competition and constantly changing customer needs…
These are the challenges marketers in all industries face today. With increasing pressure on marketing budgets, the success of every campaign becomes crucial. Social media monitoring can help marketing departments manage a variety of tasks related to the planning, execution and measurement of campaigns.
In our how-to guide, we've used the examples of well-known fashion brands like Mango, H&M and Zara to explore the added value of social listening for successful campaign management, highlighting how to plan campaigns based on customer needs, how to follow-up on a campaign's evolution to respond in real-time, and how to fully understand campaign results and create clear reports for management.
Here are some of the key elements:
Plan: Analyse & Address Customer Needs
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Moving towards summer, “casual” wear and “hats” are two of the most mentioned topics
Finding out what customers are looking for is an essential step to tailoring products, as well as shaping the messaging of your campaigns to suit their specific needs. Such insights can be revealed by monitoring the overall conversation within an industry, but brands should also seek to monitor the conversation about their own brand and competitors to see if customers are happy with the current offerings they find in stores.
Execute: Fine-Tune a Running Campaign
#CastMeMarc and #HMLife mentions include seemingly unrelated hashtags, such as the new H&M partnership with designer label House of Balmain, or #ootd, often used by fans to present their “outfit of the day”
Even if a campaign launch is planned very carefully, it still could take an unexpected turn. For example, it's not uncommon for fans to create their own hashtags during a campaign. Brands need to be prepared to deal with such events and carefully monitor campaigns once they've started running. Campaign and hashtag tracking enables them to discover new keywords or hashtags that are being mentioned alongside their own. Based on these developments, brands can be sure to adapt their communications strategies to include new or fan-created hashtags so their campaign continues to reach the widest audience.
Measure: Evaluate the Campaign’s Success
Correlating positive and negative mentions, as well as overall buzz to sales earnings, is a good way to measure the ROI of a campaign
After a campaign ends, it is, of course, crucial to know how successful it was in order to report those results to management. Different KPIs can be used for this, including general buzz before and after the campaign and changes in online reputation throughout, via a sentiment analysis. Another technique would be measuring the ROI by calculating the cost per mention (campaign spending against number of mentions). This is especially interesting if a campaign has been endorsed by a celebrity to see if they are a worthy investment for future campaigns.
You can download the full "Dressed for Success: The Ultimate Guide to Campaign Management in the Fashion Industry" report here.