How can I measure the success of my social marketing campaigns?
Posted by TeamPC on 23 Jun 2017
In a previous blog you may have read about the Total Process Planning Model. Any social marketing intervention or programme requires definition of the scope, implementation, planning, review and follow-up methods, if anything is to be gained from it.
Analysis and follow-up are important tasks
Social marketing campaigns can be undertaken within a short, medium or long-term timeframe, depending on the scope, goals and objectives, available funding etc. Whichever relates to your own scheme, it is exceptionally important that adequate and systematic reviews are undertaken throughout.
Gaining a true sense of impact and success
Thorough evaluation helps you to continually learn and improve social marketing processes, so that ideas, approaches and outcomes can be refined and improved to create even more behaviour change. Likewise it provides opportunity to remove specific elements that have not proven to be as effective.
Social marketing is unlike any other marketing approach. It’s success cannot be defined by the amount of profit that it creates for either agency or customer, it’s about the number of positive outcomes (behavioural change) that it delivers.
Agencies need to be bold and experiment with different innovations
Evaluation of a social marketing project spans many different phases. It provides all of the evidence (positive and negative) required to move forward, improve efficiencies and safeguard investments.
Over the years, as social marketing techniques have moved on and technology has developed, social marketers have become much more bold and imaginative about the way campaigns are conceived and delivered. And that innovation needs to carry through in relation to how projects are analysed and reviewed.
How is a review carried out?
From telephone and field interviews, to feedback groups, stakeholder meetings, analysis of digital responses, internal reviews and online surveys, there are many ways of tracking and analysing how successful different social marketing approaches have been.
The future is bright – the future is social marketing
As more and more evidence comes to light, it is clear that social marketing initiatives are proving to be successful. That’s a positive thing for the marketing industry, for people and for society as a whole.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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