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Tracking ROI with Campaigns
Last updated February 5, 2018
Digital Campaign Example: Instagram Bomb
The Instagram Bomb is a calculated type of campaign that essentially inundates an entire segment of people within the same hour / day / week with your product. It usually takes about a month to plan, and it starts by building your list. Let's first define who you are. For this example, we'll say you're an eco-conscious beauty skincare brand and you're launching a new product.
Build a list out in PeopleMap of eco-conscious beauty micro, macro, and mega influencers you want to work with. Depending on your budget, you can figure out how to allocate that spend per influencer based on their following and engagement. TIP: micro-influencers give you more bang for your buck based on higher engagement rates (a more loyal audience), and a more targeted niche of consumers who are specifically interested in your product category (as opposed to someone who has 4M followers but only 1% of those are interested in beauty).
Create your outreach funnel lists once you have your list of influencers built out—aim for at least 50.
Outreach funnel lists will help you track your efforts from campaign inception to execution. Outreach duration should be about two weeks, from pitching to onboarding, for all influencers in the campaign.
Example Outreach Funnel (these are your lists):
- Influencer Pitched
- In Talks
- Followed Up
Once you've moved all your influencers through the funnel into the Confirmed list, download that list to a CSV file. Now you'll add those to a Campaign.
- Click Campaigns → New Campaign → Add Influencer → Import Influencers from a spreadsheet.
- Copy the list of confirmed influencers from your CSV and then download them to your campaign. You might need to import your CSV into a spreadsheet first, to isolate the usernames.
- Add the mention target (your brand's Instagram account). Optionally, add your hashtag if you're requiring influencers to use it for the campaign.
- As influencers post, you'll get email notifications (photo and caption right in the email).
- Check your campaign periodically on PeopleMap to see who hasn't posted. It may have been that they forgot to tag the brand's Instagram account in the post. Follow up with influencers as needed. If the campaign is unbranded (no mentions or hashtags), PeopleMap won't pull the posts into your campaign automatically. In that case, use the Add Post button to the right of each influencer's Campaign Posts section to manually add those posts.
- At the end of the campaign, PeopleMap will show stats and aggregate numbers based on the campaign posts. It'll take 24 - 48 hrs after the last post of the campaign for all the follower growth numbers to be calculated. But most of the numbers are available as soon as each post is added.
Tracking ROI within a Campaign
Whether you're a big brand, small brand, agency or influencer, it's important to think about campaigns in terms of concrete numbers. Even if the campaign's goals are general awareness or ambient placement, numbers add that baseline verification of success—especially with clients who want to see tangible ROI.
- Use the Campaign Total Reach number to estimate the maximum size of the audience before a campaign and to indicate the scope of the campaign after.
- Likes and comments (and the engagement %) are the most accurate measures of active engagement. Look for the Campaign Average Engagement number to get a sense for how the audience responded to posts—3% to 10% is an ideal range.
- Before a campaign, use the Estimated New Followers card and Estimated Cost Per Follower calculator at the bottom of the campaign to figure out what the CPF (cost per follower) might be. This works as a gut check for whether the campaign spend can be justified by the likely outcome.
EXAMPLE: IRL EVENT
If you're a brand hosting an event, or an influencer speaking at one, the campaign tracking tool is key for following up. You'll get emails direct to your inbox notifying you who posted, and what they said about you/your event. You can even create these types of campaigns on PeopleMap after the event. The posts will be pulled in automatically as long as you create the campaign within a few days after the event (PeopleMap searches back 30 posts for each influencer).
Let's say you're a brand hosting an event and you have a list of RSVPs.
- Create a campaign and add those RSVP accounts as influencers.
- Add the brand's Instagram username as the mention account and any hashtag you're using for event promotion.
- As posts go live from that event (most likely during/post) you'll get email notifications.
Let's say 50 of the 100 RSVPs you added to your campaign ended up posting. Click each of those posts in the campaign to like and comment on the post. Tell them how much you enjoyed having them, or how you'd love to connect with them outside of the event, or simply like their photo to show that you appreciate their post. This is a great opportunity for collaborations and partnerships beyond an event. It's taking IRL networking and extending that connection through digital engagement. TIP: In the campaign, click More Settings at the top (under the rules), then click Hide influencers with zero posts to see only the influencers who posted. This can help you decide which influencers you should invite to future events as well.
After your event wraps and you've followed up with the known RSVPs, you'll want to check if any other people posted that you may have forgotten, or that were plus 1s of the RSVPs.
- Click Search in the main menu at the top of PeopleMap and search for your event hashtag
- Let's say you see 50 more people who posted from the event and used the hashtag but weren't included in your original campaign.
- Open your campaign and add each of these people as an influencer. Their posts will then be added to the Campaign Posts section automatically. Now you can engage with these new connections—like, comment, and maybe email a personal invite to a mailing list for future events. Note: this needs to be done from the campaign itself, not using the Add to Campaign button on the influencer's PeopleMap profile. Otherwise the older event posts won't be automatically added to the campaign.
Adding these unexpected influencers to the campaign gives you a more complete picture of the event's impact, capturing the full ROI.