Innovative Analytics: Outstanding Marketing

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Our client developed a hit campaign which ‘went viral’ winning hundreds of thousands of fans and followers on social media platforms such as Facebook and Twitter.

But was it driving sales in the here and now?

We worked out it wasn’t, at least not in the short-term. Broadcast media was essential to drive sales and meet their targets…

‘A hit on our hands’

Client developed a high-profile brand campaign platform, deployed via mainstream (i.e. broadcast) media and social media. As well as the planned social media activity, the campaign was received with affection by consumers and had been an organic hit, resulting in them pushing it around the internet, creating their own fan sites and so on.

Facebook ‘negligible’

They observed a correlation between Facebook activity and sales and wanted to quantify the place of social media in the mix and the true business value in the short-term. Using modelling we found that the true source of the business response was in large part the broadcast media (mainly TV). Once this effect was isolated, the incremental short-term impact of Facebook activity was negligible. In this instance, social media campaign was not providing the ‘leveraging’ effect often expected of it, despite the considerable buzz that had followed in its wake.

Buzz isn’t business

We identified this as being due to there being 2 groups of people, fans and consumers, the first of which was responsible for all the social activity, but none of the business. Real business value in the here and now resided solely in the latter group. Overall, the campaign had helped business via increased awareness and differentiation, but this was driven by the traditional part of the mix, not the social elements.

No role for Facebook?

The conclusion? Keep the social media presence. It won’t hurt as long as it’s cheap to maintain and not a distraction from other activities. And it just might be making tomorrow’s customers from today’s Facebook fans. But to recruit today’s customers you definitely need traditional, broadcast media in your mix, and that is unlikely to change any time soon.