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© TNS May 2016
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Why going viral is not enoughWhat do effective social media campaigns look like? Marketers have become accustomed to measuring impressions, likes, retweets, shares as a measure of success. But what impact does this generate for brands in the long-term?
TNS’s Anne Rayner, Global Director of Communications Research and Kyle Findlay, Head of Data Science and Knowledge Creation explain how going viral isn’t enough in determining the success of a brands social campaign.
They discuss how we’re no longer in an attention economy and brands and marketers need to learn to compete in the engagement economy in order to create long-term impact.
Using examples of popular social campaigns, Anne and Kyle explore how the shape of social conversations can reveal whether a campaign is effective at creating long-term engagement.
Intelligence Applied
Read the full article at: bit.ly/IA-May16
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© TNS May 2016
Key take-outs: ■ In measuring views, likes and shares, marketers can report on the additional reach that social media creates, also claiming engagement
■ However, going viral is not enough, the volume of social media activity cannot tell you whether your communications are delivering the objectives set for the campaign
■ Meaningful engagement on social media is not a numbers game
■ For any campaign to deliver long-term brand benefits, it needs to change the memory structures associated with a brand in a way that is likely to influence future purchase
■ Making influential memories depends on a deeper level of engagement – and to understand and influence whether that happens, we need to look at social media differently
■ We can start to evaluate the long-term impact of social campaigns by focussing less on the volume and more on the shape of conversations that campaigns create
■ By assessing the shape of social conversations provides an early warning as to whether a campaign is delivering long-term benefits
Author contact detailsAnne Rayner Global Director of Communications Research [email protected]
Kyle Findlay Head of Data Science and Knowledge Creation [email protected]
Intelligence Applied
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