Social marketing is an evolving art form created by the confluence of marketing, journalism, design, and just plain people. One area lagging in this development is a strategic view of how elements fit together and how they create success for the brand.
Enter SPSS with their Direct Marketing Module. Now, SPSS hasn’t really thought about social media, but several of their tools would be very useful, especially the Direct Marketing Module and the Text Analyzer. While the Direct Marketing Module purports to assess direct marketing campaigns, it can easily be modified to track social media campaigns, cluster or group people in your social network to create meaningful offers directed at individual groups, test market social media campaigns, etc. In fact, just about every feature of Direct Marketing should be modifiable to accomplish management of your social media marketing strategy.
Here’s how it might work to manage your social media:
1. Analyze response rates:
Now, in social media you may or may not have response rates. If you sell through your Facebook or blog, you do and Direct Marketing will track responses from individuals to allow you to quickly and easily score them. It also allows you to track the results of your campaign. For instance, did you reach your goal for a particular campaign.
More commonly, firms are using social media for community building, engagement, and to spread their marketing message (or positive brand mentions) through a social network. You can enter this data as a response to the marketing strategy. For instance, what were the goolge analytics surrounding a particular series of blog posts in term of comments, new visitors, time on site, etc. These can be weighted, for instance generating comments and “likes” to a post are more critical for success of a firms social media marketing strategy than time on site. Other factors such as new RSS subscribers, new Fans, new Followers, etc can also be captured and used as input for the SPSS system. If information on e-mail captures, sales, or other responses are collected, these can be used as well.
Analysis is guided by an intuitive interface and produces color coded results as specified. This information can be graphically presented to managers who have little statistical background to ease understanding or can be exported to Excel of additional analysis.
You can also use this information in benchmarking against other firms, across brands, or against other social media marketing campaigns.
2. Analyze customers/ prospects
Since data represent responses from individuals in your social network, you gain a nuanced understanding of members of your network. For instance, you can determine the needs of members based on which brand mentions drive them to respond. Do they respond better when offered a coupon or a free trial product?
Empowered with this information, you can now construct future social media marketing strategies that perform better because they are more targeted at the way your network responds.
3. Identify groups in your networks
Do network members respond similarly, or are there differences in their response. For instance, do some members prefer coupons to free trials? Do some members respond favorably to marketing efforts and others drop out of the network if products are promoted by the company?
Once groups are identified, you can develop selective marketing strategies for each group to maximize the likelihood of them responding.
If you have your social networks optimized so you collect demographic information on network members, these demographics can be used as additional segmentation tools or to predict response of new network members who have not yet been exposed to a specific social media marketing campaign. Thus, as your network grows, you won’t lose the valuable information gained in prior social media marketing campaigns.
4. Score network members
Based on their responses to social media marketing campaigns, network members can be scored based on a custom scoring system developed by the firm. Scores can help firms decide on the level of interaction they wish to use with a particular network member.
For instance, some members might be very valuable for their propensity to spread your marketing message or other helpful interactions. Their score would reflect this and you could selectively reward them in some fashion — possibly even an escalating system such that higher scores got more rewards.
5. Attracting new network members
Scoring can help you identify characteristics shared by high scoring network members. This information can be very valuable in guiding future recruitment strategies — you want more network members like the ones who already score high. Finding out where high scoring network members hang out will lead you to similar non-members you can recruit to your social network.