Promotions are an inexhaustible source to foster a fluid relationship with a brand's community. Both to energize it, promoting activities of interest to users that move them to get closer to its products and its entire world, as well as trying to build loyalty among the most active followers, who may already be customers of the brand. We always talk on our blog about the importance of having a dynamization strategy on social networks and how the key to success is establishing clear and concrete objectives, the KPIs.
The header KPIs for your contests and giveaways on Facebook
Well, today we want Email Data to delve into the wonderful world of social media metrics and how necessary it is to properly monitor and control the promotions that are launched, to assess the results. This will allow you to know if you are on the right track and will help provide feedback to the entire strategy.
Today we are going to look at Facebook and see what your primary KPIs should be to assess whether your promotions are appropriate for your objectives. Later, we will discuss the most interesting metrics for other social networks where you can launch your giveaways and contests.
The header KPIs for your contests and giveaways on Facebook
Number of participants . The first thing you are going to look at is the number of participants you have had in your giveaway or contest. It is a fact that, of course, will give you some clues. Especially if you compare it with other promotions you have launched or with other similar contests offered by other brands or even your competition. The volume of participants must also be in line with the size of your community and the segment to which you direct the contest. That is, if you have a large Facebook community , it is normal for your promotion to reach high levels of participation, but you must take into account the terms in which you have presented it. If you are thinking about a target with a specific age, or who lives in a specific area because it is linked to an offline event, etc. All this will determine the number of people who will participate.
Fans obtained each day the campaign is in effect. Analyze the number of fans you get each day that the campaign is active and also compare it with other campaigns. Take into account seasonality, the rest of the publications you launch each day and how you are supporting your promotion from your other social networks, website, etc.
Total fans achieved during the days that the campaign lasts.
Reach obtained in the publication . At this point in the movie you already know that your publications do not reach all your followers. Having users interact with your publication helps increase reach , so it is a good sign that this number is growing.