How do you know if your event is successful? Equally as important, how do you know if the promotional material for the event is getting through to your consumers?
You need a systematic way of gauging the effectiveness of your events and all the marketing that comes before it. Social media has many handy tools for measuring follower response and impressions.
Use the power of social networks to determine the overall efficiency of your campaign and subsequent event.
Define Your Key Performance Indicators (KPI)
First of all, your company and event should be accessible through social media. This doesn’t just mean Facebook, but also the ones that you might normally not think twice about incorporating, such as Pinterest, Tumblr, Google+, etc. Once that is in place, determine what are the company KPIs. If you are not familiar with the acronym, it’s basically the methods you put in place for measuring the success and progress towards a business goal. If you’re measuring the success of a conference for a product launch, for instance, then the number of phone call enquiries about the product or the sales number of the product within 24 hours of release would be some examples of KPIs.
Social media offers numerous tools for measuring your KPIs. The number of Facebook Likes is a simple KPI (and often a vanity metric) for gauging the success of your post or image. Likewise, the number of tweets made with your event hashtag is another KPI.
You can use a tool like Hashtracking to monitor the number of times your hashtag has been used.
Take Advantage of Social Media Tools
Most social networks have free analytics built into the system that the average users aren’t aware of. Find out what these tools are and learn how to use them. Here are three good ones for Facebook, Twitter, and LinkedIn.
Facebook Page Insights
Page Insights is basically a dashboard page where you can monitor a particular page’s performance. Keep in mind that Insights is only an available feature once a page has reached 30 likes. With Page Insights, you can acquire specific demographic data, such as the number of:
Organic reach – the number of post views from non-followers that have stumbled on your post one way or another.
Viral views – the number of post views from people who were directed to the post via friend recommendation.
Engagement – the total number of actions a post received. This means the sum total of likes, comments, etc.
This is a neat tool with a dashboard that allows users to measure their engagement. Users will also be able to look up specific demographic information, such as your followers’ location and interests. Further functions include the ability to track Twitter cards, retweets, and the number of app installs.
LinkedIn Company Page Analytics
With this analytic feature, you can monitor your followers and measure the numbers against similar competing brands. You will also be able to acquire very specific demographic info regarding your followers, such as whether they belong in the same industry or if they are also following competing companies.
If you’re looking for more robust analytics, you can also check out these paid metric tools:
Mention – This service provides you with a dashboard that basically acts as a central command center where you can monitor all of your social media activity from a single spot. Updates appear in real time as they’re posted, so you’ll know who’s responding to your posts, images, or videos. Upload Mention to your device, and you’ll have access wherever and whenever provided that you have Internet access.
Brandwatch – With Brandwatch’s customizable dashboard, you’ll have access to advanced filtering, tagging, charting, and alerts. Use this service to find out who your core demographic followers are from every corner of the globe while filtering out spam and duplicate data.
Trackur – With Trackur, you can manage your dashboard from multiple devices; no app installation required. The service also uses a proprietary scoring system where followers are given a rating based on how active they are on your social media channels.
Pre and Post-Event Surveys
Within 24 hours after the event, include a survey on the event page. You need to know how your guests feel overall about the event. What is the general impression? Did they have a blast, or did they just feel it was so-so?
When formulating survey questions, you need to go beyond the basic yes or no questions. The “scale from 1 to 10” questions are a better choice as are single word responses.
Here are some questions to include:
- On a scale of 1 to 10, how effective did you feel the speaker was at delivering the message?
- If you can describe your mood during the event in one word, what would it be?
- On a scale of 1 to 10, how helpful did you feel our staff members were?
- What is a word you would use if you had to describe the event to a friend in one word?
Post surveys are common practice, but very few people ever think about pre-event surveys. A survey should be sent out to determine what your consumers are looking for. How else would you know, for example, whether they prefer an outdoor venue or an indoor one?
Here are a few other questions you should ask before planning gets under way:
- Do you anticipate bringing guests? If so, how many?
- Do you prefer a multi-day event, or a condensed, single day event?
- Would you be willing to pay an additional fee for VIP access?
Facebook has its own survey feature, which you can use to add a survey to your company or event page.
Know What’s on the Mind of Your Consumers
There’s more to KPIs than just raw numbers. They also come in the form of consumer opinion and feedback. By analyzing the data, you’ll have a more defined recipe for organizing an event that caters to consumer demand.