We’ve had a lot of conversation lately about marketers and brands that collect Fans like baseball cards. Then what…?
Experienced marketers and brands know it’s really about quality over quantity.
Many of our clients at B Squared are very interested in gaining loyal Fans, or brand advocates.
So it’s our job to present ways in which we can convert “sometimes” Fans into brand activists as well as measure Brand Loyalty to prove our tactics were successful.
Part One of this series laid out the differences between hard and soft ROI.
What’s Your Reach?
One of the first things you want to look at is Potential Reach:
- You can determine your Potential Reach by taking the people who share your content and adding the numbers in their networks. This will equal your Potential Reach.
- Your goal should not just be capturing a Fan or Follower, but also enticing them to go further and interact with your brand with action (liking, commenting, sharing, retweeting, etc.).
As I mentioned in Part Two, we measure conversation for our clients.
When doing this you can start to note who your brand advocates are, and should flag these users in your Social Customer Relationship Management system (or social CRM).
For conversations or community participation:
- Figure out your average monthly reach across all of your social platforms
- Count the number of interactions and conversations taking place during the month; come up with your monthly average
- Find your ratio: For every 5 or 10 people you reach, how many conversions, subscribers, or conversations are you having each month?
- Keep up with this ratio monthly to gauge your success
Depending on your budget, or clients’ budget, you can utilize a site like Net Promoter Score to find out:
- Who in your audience is detracting from your message
- Who’s passive
- Which Fans of yours are actual promoters of the brand (meaning they’d not only buy your stuff but refer others to you)
Get To Know Your Audience
Additionally, if you send out surveys on a regular basis, ask your community if they are connected to you socially.
Cross-reference the number of people who say they are with all of your customers. By doing this you can start to paint a picture of who your loyal Fans may be.
Take it a step further, are your connected Fans:
- Past or current customers?
- Repeat customers?
- Referring business to your brand?
- Note all of these things in your social CRM – and better yet, come up with some sort of ranking system you can use internally.
I realize this is a lot of work, but this is an inside look at what most social media professionals do.
I challenge you to ask other social media “experts” if they go this in depth with clients. And if you’re already working with a social media agency, ask them to start doing these things for you.
Granted, not all clients care about Brand Loyalty – but shouldn’t they?
Did I miss a way in which you or your agency measures Brand Loyalty? Don’t leave us hanging (like Dude is below)! Please be sure to share the ways you measure Brand Loyalty or ROI.
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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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