How to Build a Retail Social Media Campaign
The performance of your campaigns should be something you measure no matter what. Campaigns include a series of media produced around product, service, brand concept, or offer. Measuring campaign performance allows any marketer to drive results, understand your audience, and engage with potential customers.
Many retail establishments do extensive hashtag monitoring on social campaigns to track them. Hashtag monitoring helps users find content that’s relevant to their interests. They’re easy for businesses to track and can lead retailers to audiences they otherwise would not have found. Hashtags allow for the quick collation of data and content around topics – despite the huge amount of data available on the internet – and are easily searchable. Brand specific hashtags are additionally helpful because they can help identify trends or sentiment around your brand.
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Besides measuring post engagement on your campaign, hashtag performance can be a major way to capture and track campaign performance. One of the most remarkable retail hashtag campaigns is the Kate Spade #LiveColorfully campaign. This campaign is remarkable because of the sheer amount of continued response the campaign receives.
Kate Spade launched the #LiveColorfully campaign in 2011. The goal was to inspire shoppers to embrace a color each month, and of course, to show off the brand’s wares. Several Instagram posts were tagged with the hashtag, and several more showed off in-store signage.
This hashtag made its way across other social channels too. They leveraged the hashtag to launch a social campaign that would allow users to submit colorful photos for a chance to be included in the brand’s next ad campaign. Perhaps most remarkably is the fact that this hashtag is still in use by both the Kate Spade brand and by the brand’s active fan following.
To measure the success of the campaign, the brand would actively monitor their hashtag performance week-over-week to ensure the hashtag is continuing to perform. Should engagement or usage dip, the brand would receive a signal to renew interest in the hashtag – for example, by coming up with an iteration of that same hashtag. For example, Kate Spade came up with #TravelColorfully, to compliment their popular #LiveColorfully.
What should a brand measure when tracking hashtags? We’ve provided four main metrics for tracking campaign success on social.
1. NUMBER OF MENTIONS
The volume of mentions for the hashtag provides insight into how many people are actively participating in that campaign. That’s the easiest marker of engagement, and that a hashtag campaign is working.
2. REACH AND IMPRESSIONS
Track the reach and impressions for the hashtag. Knowing how many people you have the potential to reach and how many times you could potentially appear in front of those people tells you about the virality of your campaign. Campaigns that perform well have a high rate of both.
3. TOP CONTENT
Determine which content is the most engaging using the hashtag. What has your brand posted that earns the most engagement? What has your audience posted that earns the most engagement? Here, you have the
potential to discover and work with influencers to bring a fresh voice to your content.
4. UNIQUE USERS
How many unique users used the hashtag? This metric is important because it lets you distinguish the number of unique individuals who participated in your campaign from the volume of hashtag uses. By breaking down how many mentions were made by individuals who had not previously used the hashtag, you’ll get a sense of how many new people are actually seeing your content.
To learn more tactics that retail brands use to engage with their audience on social media, download our guide, Social Media Measurement For Retail Brands by clicking the button below:
As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.