Social Media Engagement Analysis

Part
01
of two
Part
01

Benchmarks for Social Media Engagement

Leading and successful advertising agencies evaluate and position the results of their social media engagement campaigns based on the goals and pain points of their clients. Most of the results were based on the number of impressions, post engagements, and added sales/revenue resulting from the company's ad spend.

CASE STUDY #1: XYZAL AND VAYNER MEDIA

  • Goals of the Client: To target and engage interested clients on social clients and create an online experience.
  • Social Media Engagement Results: The results were based on the number of visitors driven by the campaign's social media content.

CASE STUDY #2: QUAKER OATS AND VAYNER MEDIA

  • Goals of the Client: To promote the preparation of Overnight Oats and increase its summer sales.
  • Social Media Engagement Results: The results were evaluated based on the number of impressions (a total of 275 million for the 4-month campaign) and based on the increased sales on the control population.

CASE STUDY #3: TBS AND VAYNER MEDIA

  • Goals of the Client: To create new brand positioning by getting fans on social media talking about TBS.
  • Social Media Engagement Results: The results were based on the number of impressions (112.5 million) engagement (5.9 million), lift ad recall (20%), show awareness (85), and self-reported tune-in (6%).

CASE STUDY #4: PETERSEN GAMES AND THRIVE AGENCY

  • Goals of the Client: Their goals were to have awareness on social media, repair their damaged reputation, and enhance their crowdfunding campaigns.
  • Social Media Engagement Results: The results were based on the number of Facebook impressions, engagements and website link clicks, and average purchase return on ad spend

CASE STUDY #5: HOME FIRST AND THRIVE AGENCY

  • Goals of the Client: Their goal was to attain more leads for buying and renting within their communities as well as establishing a reputation of excellence especially with their customer service.
  • Social Media Engagement Results: The results of the campaign were based on the number of qualified leads, click through rate, and the cost associated. The case study highlights that the client was able to acquire 43 leads at just $5.95 cost per action.

CASE STUDY #6: NANCY ANDERSON FIT AND THRIVE AGENCY

  • Goals of the Client: The goals were to increase their Instagram and Facebook following, spread awareness, and increase online program sales using new product launches.
  • Social Media Engagement Results: The results were based on the number of new Instagram and Facebook followers, number of people reached, number of post engagements, number of impressions, and the average purchase return on Ad Spend.

RESEARCH STRATEGY

We started by searching for leading advertising and creative agencies in terms of revenue. We found one list and we tried to check for case studies for the top 10 leading agencies and companies which includes Accenture Interactive, PwC Digital Services, IBM iX, Deloitte Digital, Epsilon, Ogilvy, BBDO, and DDB. These are US companies that lead the industry in terms of ad revenue. Upon checking their official websites for case studies, those companies did not mention quantitative data specific to social media KPIs, especially regarding engagement. These companies also offer a variety of digital marketing campaigns, not just social media, which include SEO, video creation, branding, content creation, programmatic services, and experience design and optimization.

We then checked for the case studies featured by VaynerMedia and Saatchi & Saatchi. Saatchi & Saatchi has case studies in its websites but the description of the case studies didn’t mention any strategies nor social media engagement evaluation but more just of an overview of what the case study is all about. Source 9 shows the list of the case studies from Saatchi & Saatchi. VaynerMedia, on the other hand, provided case studies with results and quantitative data regarding their successful advertising campaigns. I included case studies that features social media campaigns and included it in my findings. Finally, we checked for case studies that focus on top social media marketing companies. We checked the list of companies from and looked for case studies that show how they evaluated the results of their social media engagements.

Based on the case studies we found, it is clear that the leading and successful advertising agencies evaluate the results of their social media engagement based on the goals and pain points of their clients. These vary from each company. For example, Quaker Oatmeal’s goal is to promote the preparation of Overnight Oats and increase its summer sales. Thus, VaynerMedia evaluated the social media results based on the 275 million impressions and based on the sales lift on the control populations. On the other hand, Petersen games wanted awareness on social media to repair their damaged reputation, and enhance their crowdfunding campaigns. Thrive agency evaluated the results in terms of Facebook impressions and engagements. It further highlighted that their most recent kickstarted campaign produced nearly 10x on Ad Spend and their budget of $400 increased to $3,531.00.
Part
02
of two
Part
02

Social Media Engagement ROI

Wendy's, through social media engagement, was able to increase its profits in 2017 by 49.7% from the previous year. Research has found that building a relationship with customers through social media engagement helps increase brand loyalty. The findings, as well as the strategy used for this research, are available below.

The Success of Wendy's Twitter Social Media Engagement

Why Social Media Engagement is Important for Brands

  • Through customer engagement on social media, a brand can learn more about their active customers. They can gather insights on what they find interesting through likes and replies on their posts which they can then apply to their marketing materials.
  • It has been found that social media engagement leads to more visits to a brand's website which leads to more chances for conversion.
  • Research has found that the main reason for brand loyalty of 64% of customers is "shared values." Good social media engagement helps enhance the relationship between the customer and the brand and offers a chance for the brand to promote their identity and values, as well as increase their credibility.
  • Another value of social media engagement is that it increases content reach on most social media platforms and lowers promotional cost. Most social media algorithms reward engagement (through activities such as likes and replies) with increased organic reach, making it more likely for a brand's posts to appear on the social media feed of more people.
  • Over 85% of companies in the US with more than 100 employees have an active social media account — this shows that social media engagement is no longer used for gaining a competitive advantage but has become an important part of a brand's marketing portfolio.

Research Strategy:

We leveraged case studies, research reports, and articles from marketing-relevant sites such as DisruptiveAdvertising to come up with insights on the value of social media engagement for a brand. We were able to find case studies on the success of Wendy's on Twitter in 2017, however, other case studies and research reports focused on the social media campaigns of other brands, which is not relevant for this research. The articles found were focused on what makes social media engagement important for brands, however, few data was given on its ROI in terms of quantitative data. As these still gave insight into the value of social media engagement for a brand, we have reported insights gathered from these articles to support the data from the Wendy's case studies.
Sources
Sources

From Part 01
Quotes
  • "Creating an online experience for a brand new OTC allergy medicine product launching in markets nationwide."
  • "Ground up development of XYZAL’s social channels to target and engage interested allergy sufferers, utilizing CRM data captured to drive product sales subsequent to the product launch."
  • "17% of site visitors driven by social media content"
Quotes
  • "Increase summer sales of Quaker Oatmeal by promoting preparation of Overnight Oats."
  • "To do so, we employed a differentiated messaging approach across Facebook based on day-parting and audience segmentation by purchase behavior."
  • "The 4-month long campaign garnered 275MM impressions and, overall, exposed households responded with a sales lift above the respective control populations that beat DLXs ‘Food’ Lift Median by 53%."
Quotes
  • "Make a major splash around a new brand positioning by getting fans on social media talking about TBS and its new series launch, Angie Tribeca."
  • "On-air social media integration throughout the television Binge-A-Thon that engaged audiences and amplified the “event-like” nature of the event. "
  • "Facebook Live content that gave the audience a deeper connection with the TBS brand via live comedic police interrogations between social media influencers and TBS talent (including stars of Angie Tribeca, The Detour, and People of Earth)."
  • "Mass awareness across social: 112.5MM impressions and 5.9MM engagements Trended across Twitter nationally for more than four hours, peaking at #2 spot. "
  • "A Nielsen brand study with Facebook showed significant lift in ad recall (20%), show awareness (8%) and self-reported tune-in (6%)."
Quotes
  • "Petersen Games wanted to build their following and awareness on social media, repair a somewhat damaged reputation, and enhance their crowdfunding campaigns for new game launches."
  • "+10 Avg. purchase return on ad spend +773,674 Facebook impressions +118,177 Facebook post engagements +12,282 Website link clicks"
  • "4 months of activity with a total advertising spend of $4,425.00 produced: 12,282 link clicks (at an average cost per click of just $0.36) 28,954 video views (at an average cost per view of just $0.15) 290,137 people reached 773,674 Impressions"
  • "The most recent kickstarter campaign produced nearly a 10x Return On Ad Spend; with just a $400 budget spend, it generated $3,531.00 of funds in the first 10 days of the campaign alone (campaign is still active)."
Quotes
  • "The real estate agency’s goal was attain more qualified leads for buying and renting within their communities. They wanted to establish a reputation of excellence, updated homes, customer service, and affordability to match prices or be below similar properties in the area."
  • "+43 Qualified Leads +4.11% Click Through Rate +71% Lower CPL than industry benchmark +41% Increase in full video views"
  • "Within just 22 days, the real estate agency acquired 43 qualified leads at just $5.95 cost per action and 4.11% CTR and a $0.48 CPC."
Quotes
  • "Nancy Anderson Fitness wanted to spread awareness, increase their following on Instagram and Facebook, increase participants in their monthly challenges, increase online program sales and help with new product launches."
  • "+6,129 New Facebook followers +8,000 New Instagram Followers +4.82 Average Purchase Return on Ad Spend +143,319.32 Website Purchases Conversion Value"
  • "1,085,971 people reached 421,529 post engagements 4,023,947 impressions"
From Part 02
Quotes
  • "You’re able to learn more about your active customers. If your customer demographics are different than you thought, that can help you rethink an advertising campaign and influence new product development or placement. At the very minimum, it can help you spot changing trends in your demographics as they occur."
  • "You learn what content your customers find interesting. While “engagement doesn’t equal persuasion” a host of pins or retweets of a product picture does indicate you’ve captured someone’s attention. The more attention you get, the more your brand awareness spreads."
  • "It can boost website traffic. If you’re concerned about increasing the number of visits to your site, social media engagement is a way to boost your figures organically. Increased action on social media, whether it’s a like, share, comment, pin, or tweet, turns into increased visits to the business website."
  • "It helps you build connections with your customer base. Social media platforms allow you to advertise without seeming like an advertisement. They give you an opportunity to talk with your customers without the pressure of a sale looming."
  • "Credibility and branding are two heavily intertwined factors. An online presence helps your brand build a persona with values and a look that resonates with your customers. That’s not something to be underestimated — 64% of customers say that “shared values” are the main reason they have brand loyalty."
  • "Social media platforms encourage customers to provide marketing materials for you. Creative people are using their social media accounts to blog, vlog, tweet, and post about the products they use, the places they go, and the companies that mean something to them. That’s enthusiastic, credible advertising — and you don’t even have to pay for it!"