Measuring Impact: New ways to use social and audience data
In brand and content marketing, measuring the true impact of a campaign or piece of content can be very challenging.
In part, that’s because impact means different things to different people. But for many organizations, the challenge also comes down to metrics, and audience. A purely quantitative approach focused on performance metrics tends to only scratch the surface, since it relies rely on generic, platform-defined metrics designed to measure broad reach and clicks, which struggle to capture the true brand-building potential of paid and earned media exposure. Similarly, those ways of measuring impact tend to paper over the enormous value of being able to reach and engage with the right audiences, with a message that resonates effectively with what they care about.
Pulsar’s research team regularly designs custom methodologies for global clients to measure brand and narrative impact using social, search, news and audience data, with an emphasis on capturing the nuances of the campaign, and with a focus on different impacts across different audiences.
In this webinar, we’ll be diving deep into the work Pulsar carried out with Twitter to measure the impact of advertising campaigns on brand conversation, aimed at maximizing RO– as well as other research we’ve carried out with global brands showing how media campaigns can affect and shape online conversations.
A few of the things you’ll learn in this webinar:
• How the ’shape of the audience’ determines how content spreads, and the impact on your campaigns
• How to multiply your campaign ROI by using audience insights to inform your campaign strategy
• The value in building relationships with their audience by responding to their interests
• How media stories can help shape public opinion around a topic