9. Evaluation Plan

The main outcomes of the media campaign are to increase engagement and awareness towards our client’s business, Judy Laing Photography, therefore the social media platforms used and the website must be constantly monitored and evaluated. Due to the business nature, the purpose is not to sell a product but to get the clients to engage with the offered services and book photo shoots or workshops with Judy. Furthermore, there are different tools that can be used to measure this level of engagement, that the group is going to use constantly so the strategy can be changed if necessary.

A way of measuring the campaign is by using Kaushik’s (2011) four major social media metrics, which are as follows:

 

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Therefore, each social media is going to be evaluated as it explained bellow:

Facebook: The aim of the facebook campaign is not to increase the number of Judy’s followers, but to increase the engagement people have with her page. The number of likes, shares and views are going to be weekly monitored in order to identify which posts are successful and discover a pattern that we can use to schedule future posts.

The video advertisements are going to be released on the this platform as episodes every few days, so the reaction followers have to them can be easily checked: the number of views can increase or decrease as the episodes are released, therefore we can change tactics according to their behavior.

Also, a competition is going to run on Facebook and Instagram at the same time, therefore the number of people that are going to get involved are going to provide us valuable data about her target market.

Instagram: On Instagram the number of initial followers is going to be compared to the number of followers at the end of the campaign. There is an increase of 10% expected over a one month period. Also, the number of reposts and likes is going to be monitored.

Pinterest: Once again, the number of re-pins is going to be evaluated, with a specific analysis of the type of photos that are usually more popular.

Website: The website’s traffic is going to be tracked using software like Google Analytics or similar. This is going to provide valuable information regarding the visitors and can aid the campaign in targeting the right people. Also, the data can show if there have been any changes related to precedent months and how people engage with the website, the specific links they click on – especially the contact page.

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(Judy Laing Photography – February data from Google Analytics)

Also, the website will be evaluated by conducting a website analysis in terms of accessibility and design, by using software like Nibbler or UsabilityHub. This will test the usability of the website and how can be designed to meet the users expectations and capture their attention towards the right buttons. It can also provide information about the user experience, code quality, images used, etc.

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Since the campaign is going to run over a too short period of time, the number of bookings Judy will make during this time might not show an appropriate measure of success. However, the purpose of the campaign is mostly to create engagement and awareness to potential clients in the Aberdeenshire. Therefore, as previously mentioned, the evaluation of this social media marketing campaign is going to assess the engagement and attention paid towards the business.

References:

KAUSHIK, A., 2011. Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value. [online]. Available from: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ [Accessed 3 March 2016].

LEE, K., 2014. 5 Unique Ways to Measure and Evaluate a Social Media Campaign. [online]. Buffer. Available from : https://blog.bufferapp.com/how-to-evaluate-and-optimize-social-media-content [Accessed 3 March 2016].