How to measure the success of your campaign
how to measure the success of your campaign
When your campaign wraps up, it’s time to shift your focus from sharing hummingbird UGC content to analyzing results. We outlined five areas to look at.
Set Clear Expectations and Goals
Before your campaign begins, set a success metric to help determine how to measure success. Common success metrics include customer acquisition, creative UGC, and reach and impressions. If your campaign already ran and you missed this step, you can still pull great data, but it will be broad rather than targeted, so set a success metric before designing your next campaign.
The Hummingbirds Report
If our team is managing your campaign, we’ll pull together a useful report for you to review. It includes six pieces:
Campaign overview
Results overview
Top performing Hummingbirds
Standout posts
Buzz generated
Key findings
We’re almost finished automating this process to get reports to you in real time!
Compile Customer Feedback
A unique aspect of working with hummingbirds is that they’re real people, not paid influencers. Not only will you get fantastic testimonials to share, but you’ll receive honest opinions.
Hummingbirds rarely have poor experiences because we seek to work with brands who are consistently providing great experiences. However, if they do, we ask that they come to us rather than publishing anything on social media. We only want to create positive buzz for your brand! If we receive any of this feedback, we will pass it along immediately.
In addition, we provide you with customer comments from social media in the report, but asking for more feedback is a valuable way to find opportunities for improvement. Consider asking Hummingbirds for feedback when they visit your store, or send them an email after they post on Instagram. Some Hummingbirds may even be open to a quick phone call because they love their communities and want the businesses in them to thrive.
Look at Your Data
Now look at your company’s data. If you offered a service, did your hummingbirds pay to upgrade it? If you offered a gift card, did they love your product and buy extra? Sometimes your campaign can pay for itself simply by your hummingbirds buying more!
Next, look at your customers. Did you see a shift in demographics? About 45% of Instagram's user base is between the ages of 25-44, so your campaign likely attracted a younger audience. Wallace House’s Pizza on the Prairie is a great example of how much the demographic can shift from a campaign with Hummingbirds.
Tracking codes
It might be tempting to track your campaign using coupon codes, UTM links, affiliate links, etc, but we strongly discourage the use of tracking techniques like these because they go against the authentic nature of Hummingbirds. As soon as you ask the birds to add tracking, their followers will see this unnatural behavior and could become skeptical of the post and the poster. We want hummingbirds to remain trustworthy figures in their communities and therefore strongly discourage tracking techniques.
Monitor Incoming Traffic
Whether you run a website, brick-and-mortar store, or a food truck, monitor your traffic over the next few months. Do you see an increase? Are you noticing repeat customers? Are you receiving more mentions on Instagram or customers using your hashtag? You should also monitor your hummingbirds to see if they come back again as full-paying customers.
Generate More Success
If you want to see even more success, run your campaign again with new hummingbirds. Or run a new version of your campaign with a mix of the same and new birds. The more consumers see their connections talking about your business, the more likely they will be to try it!
