Engaging Key Online Influencers
On the days when major events, such as the Presidential debates occurred, a monitoring company was able to see success using traditional tracking sources like social media dashboards and web analytics. The corporate website saw a one day bump in visits that almost doubled the daily average and social mentions came through faster than the marketing team could respond. At the peak of the first covered debate, the company social media mentions were tracking at 4-5 every 30 seconds.
But at those rates, it was impossible for the marketing team to manage the incoming data manually. What social media platform was the primary driver of traffic? Did one Tweet influence reTweets more than another? How many of those visitors converted to a trial—and were the converted leads qualified?
In order to discover more about the sources of those social mentions, record each one, and see where and how they influenced visitors to the debates microsite, DataSift had to turn to deeper analysis of the social data.
To analyze the true reach and segmentation of the online campaign, DataSift used social data from sources including Twitter, bitly, blogs and boards.
The search focused on a few data sets:
The bitly links in company generated Tweets
Links and traffic back to corporate blog posts, blog posts written by others mentioning the campaign and the DataSift website
Conversations and mentions across Twitter and Facebook
By measuring total traffic to the DataSift website and others sites, along with follower counts of those who mentioned the campaign, they identified a potential audience reach of over 7 million. As indicated in the chart below, this social outreach accounted for nearly one-third of the total traffic back to the debates microsite.
Tracking the Lead Generation Funnel
By visualizing what people said about the debates, who shared the microsite and how that message moved forward online, the DataSift marketing team successfully tracked the reach and results of the message far more accurately than with web analytics tools alone. Specifically, the team was able to track:
The demographic segments that responded best
High-value influencers to target for future campaigns
Web traffic to debates microsite and corporate website driven by social media
The marketing team then incorporated the data into CRM and marketing automation systems to track the leads back through the funnel. Using the same methods, any business can see the same for their marketing campaigns.
