When you launch a promotion or competition on social networks, it is very important to know where your participants, voters and visitors come from, and to know what the conversion rate is in order to be able to later increase it. Without a thorough analysis, we will neither be able to see which things work for us and which things don’t, nor will we know the reasons behind it. Plus, we cannot use our findings to improve future promotions and competitions. Finally, creating a social media campaign involves learning as we go. We need to decide what our goals are and try to achieve them using a strategy that we will only know is correct if we monitor the campaign and analyse our actions.
That is why we have come up with the option to create a campaign with personalised links through our platform to help with your planning and strategy.
Before analysing your personalised campaign, you should start with the general analysis that we explain in Part I of this practical case. Once that analysis has been done, this would be the next step.
Examples of personalised links campaigns
- You want to know how many visitors arrive via Twitter to your promotion or competition. In addition, you are going to publish a tweet first thing tomorrow morning and another early in the afternoon, and you want to know which actually works best: create two personalised campaigns and use each of the links that we provide to you on Twitter, one of them in your morning tweets and the other in your afternoon tweets. This way, you know exactly how many visits, entries and votes you get from using this method and even know what time works best for the promotion on this social network.
- You are going to publish posts on the same Facebook fan page wall that you posted your competition on. Sometimes you’ll include photos; on other occasions you will encourage your users to vote for the entries uploaded to the page; and on others you might want to talk about the prize because it is a selection of your products; etc. To do this, you need to create as many campaigns as there are different types of posts that you want to use on your Facebook wall. Alternatively, if you don’t want to distinguish between the different types of post, you need to at least create the one personalised campaign to obtain the link to use on Facebook. This way, you can differentiate between visits, entries and votes that arrive at the campaign through the fan page wall.
- Your idea after having launched the competition is to run a campaign through Google AdWords and two more through Facebook Ads. In this case, you should create two personalised links campaigns and give each a name that will help you to identify them. For example: Paid traffic 1 and Paid traffic 2. We will give you a link to use for AdWords from the first campaign and one for Facebook from the other. All you need to do is create a new campaign whenever you want different links for the same platform.
- Sending a newsletter to promote your recent Facebook, Twitter or Instagram campaign is a very commonly used marketing idea. If this is something that you do, you can use the link provided in the personalised links campaign.
- A personalised campaign is also useful for promoting your competition through a sponsored post on Facebook or through any other platform that you think is suitable to publicise your competition. The idea is that if you decide to use a sponsored post, you include a different link to the one that you use on your fan page wall, on Twitter, or on other social networks or other paid advertising streams.
Take a look at the post to create different personalised links campaigns: Launch a media strategy and find out the value of your campaign ROI.
How do I analyse the information from a personalised campaign?
Personalised campaign summary
These are the statistics that have been taken from this personalised campaign. We should bear in mind the total number of entries in the overall campaign. For example, there were 1,929 entries in total and this data shows just a portion of the total entries, votes and visits received. Each personalised campaign that you create represents a specific part of the overall conversion that you have obtained.
1. Sources of visits for your personalised campaign
- We should consider that personalised campaigns only collect information for the platforms on which we have included the link. For example, in this campaign, there were a total of 8,312 visits and the personalised campaign has collected information about the sources of 4,329 of those visits.
- In this case, we can clearly see that the main source is the fan page wall, which provides 91 visits in one single day on one occasion.
- Sending the newsletter at the beginning of the campaign also promoted the campaign well, attracting 81 visits to the competition in one day.
- The same applies to the AdWords adverts around the midway point of the campaign. They achieved their best results around 27 October. It is a good idea to promote the campaign at different times via different types of media. This way, we can keep the number of visits from dropping, attracting them from different platforms.
- The day that the newsletter was sent saw a peak in the number of visits via the administrator’s Twitter account and from users’ wall posts, as well as, to a lesser extent, from AdWords adverts. This peak from different sources coincides with the start of the campaign. It is normal to see higher levels of user interest at the beginning and a subsequent decline for non-paid sources, as users will have already seen the campaign. This is not to say that we should stop pushing the campaign or giving it visibility.
- At the end of the campaign, that is from 12 November onwards, if we use the date filter to take a closer look, we can see that there are only two sources that keep bringing visits. They are AdWords adverts, with hardly any visits (3-4 per day, at most) and fan page wall posts, which continue to attract users, including 91 visits on the last day of the campaign. It could be said that what we did on the Facebook wall was done to good effect.
2. Sources of participations for your personalised campaign
- The chart showing the number of participations is quite peculiar, since there is no consistency in what is seen from any of the sources. It is likely that the administrator of the promotion only wants to know how many participations were received on the day that the link for each media platform was used. This chart does not show the daily number of entries. We should be aware of why we include the link and what we want it to show us. In this case, the important thing is the entries via each of the sources that the personalised link was used on. In fact, this chart shows 51 entries of the 433 that were received.
- Most of the entries that were counted through the personalised campaign came via the fan page wall, just like the visits.
- Sending the newsletter at the beginning of the campaign also attracted some participants, both on the day that it was sent and throughout the following days.
- On the day that the newsletter was sent, there was a peak in entries via Twitter and also, as shown by the second aubergine-coloured peak, a number of participants arrived at the campaign via a link on the administrator’s Twitter account, but ended up entering the competition via the link in the newsletter.
- It is interesting that after the fan page wall, the newsletter and the links on the administrator’s Twitter account, the next best sources are combined sources. That is, users who have accessed the campaign through one source and ended up entering via a different one. This means that promotion through different sources works. In this case, the combinations were: participants who accessed the campaign through the wall, but participated via the link in the newsletter; participants who accessed the campaign through a user’s wall post, who then returned because of an invitation, but participated through a link on the fan page wall or administrator’s Twitter account; others accessed the campaign via an invitation and participated by following a link on Google AdWords, etc.
3. Sources of votes for your personalised campaign
- This chart does show a steady amount of activity, unlike the one above, and fan page wall posts were once again the main source for user interaction with the campaign. This was the main source throughout the campaign. However, it was at the beginning when there was clearly the largest number of votes, with 59 on the first day of the competition. It is also worth highlighting that the chart shows 205 of the 5,348 votes that were received.
- Interestingly, the source that attracted the next highest number of votes is the combination of users’ wall posts and fan page wall posts, through which they ended up voting. This combination also performed well during the first few days, but then it lost steam, and after 10 November, it did not attract any more votes at all.
- The source that attracted the third-highest number of votes is a combination of 3 sources: they are users that came to the competition via users’ walls, then through a Facebook invitation and eventually voted after following a link on the fan page wall.
- On the first day, we also managed to get 3 votes from sources that we have defined as ‘other sources‘ within the personalised campaign.
- The rest of the votes shown also came from combined sources: a participant that accessed the campaign through the Cool Tabs promotions listings and ended up voting via a link on the fan page wall; another first accessed the promotion via a fan page wall, but their vote came from ‘other sources’; etc.
In each personalised campaign, we examine this information and identify what actions we have taken on each platform. We should remember that there may be several personalised campaigns for a promotion or competition, as each can be set up to measure different platforms at different times and in different formats. This is, therefore, the perfect option for managing your social media campaigns.