Measure Traditional Media ROI Using Social Media

Welcome to Chirpify’s three part series covering Cross-Channel Marketing, and more specifically how brands are using social media as the point of conversion for all marketing efforts. We’ve learned a lot with our great clients and want to share some of our findings with you.

During a typical day, people see thousands of advertisements- whether in real life or online. Since digital advertising properties have grown, it’s been a long standing debate about how to measure its success. From click-through-rates to impressions, measuring advertising ROI usually depends on budget, goals and placement.

Historically, traditional advertising metrics (billboards, TV, and print) have been based on assumptions and out-of-the-box tactics to measure success. However, with the growth of social media and hashtags, brands have been discovering ways to measure and convert consumers who use the hashtags they see anywhere, within social media. How? By using activated hashtags they are now able to allow consumer action instead of just being the glue that holds together a large conversation.

Brands we work with have been acquiring metrics from Actiontags including:

•Activating #hashtags for instant participation & purchase

•Acquiring customer data in return for premium social content

•Driving social conversion from TV, Events and in-Store media

How It Works:

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Recently, we launched a Time’s Square Billboard activation for pop star, Ariana Grande. During her hosting appearance during “Total Ariana Live,” the star gave access to her first single from her newest album My Everything. She used a billboard, social media and her appearance on television to promote how her fans could get access. Since you can’t click on a link from a billboard or TV, they instead displayed #NowPlaying #TotalArianaLive. When fans tweeted the hashtags, Chirpify automated the artist account response with the link to her new song instantly.

Value:

Because Ariana was promoting this across several different platforms, Actiontags allowed her fans to see a call-to-action and get instant “product” and gratification.

In order to use social media to bridge the gap between social followers and participating customers, there are three questions the brand needs to ask themselves:

  • ROI Focus: Do you want to drive direct commerce? Collect customer profile info for CRM?
  • Activation Points: Do you want to run a social only campaign or create cross-channel opportunities?
  • Incentives: What do you have for the consumer who participates with your brand? Exclusive access? Prizes? Coupons?

Stay tuned for part two & three of this series as we will share more examples of brands taking advantage of cross-channel conversion opportunities.

We will be hosting a webinar on August 14th at 11am “Leveraging Social Media for  Cross-Channel Marketing Conversion.” Read more and join us by visiting our Channel here.