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.
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.