proudly introduce

Vietnam 1st
effective evaluation
method for creativity
on Social Media

Mango Digital

Are you using
right metrics to
evaluate your
campaign’s
creativity on
Social Media?

Social Media
is all about conversations.

Usually when we run a Social Media campaign, we usually use number of clicks, views, or impression... as key metrics to evaluate effectiveness of creativity.

Actually, it is conversations that are important the most to evaluate your campaign’s creativity

Get to know Basic metrics
to evaluate creativity effectiveness for
S.MEDIA campaign.

What is Social Media Buzz Volume?

Number of collectable conversations (public posts & comments & shares of those posts, new articles,...) which are generated from topics (mentioning campaign keywords) relevant to the campaign across social media channels.

Why this metric is important for evaluating your campaign’s creativity?

High Buzz Volume means the campaign’s creativity succeed in attracting the audience to generate conversations on Social Media.
Buzz Volume
   

Buzz Volume breakdown

Mango Digital
Buzz Volume
   

Audience Scale

Number of Audience generating Buzz Volume
*Ideally, Buzz Volume should go along with Audience Scale!
Mango Digital Mango Digital
Buzz Volume
   

What is Social Media Share of Voice?

Share of Buzz Volume compared to other competitors across Social Media channels.

Why this metric is important for evaluating your campaign’s creativity?

This metric is especially important as your campaign idea is effective enough to outplay others.
Mango Digital
 
S.Media
Share of voice
 

What is Sentiment Score?

Percentage of relevant conversations sorted into 03 categories: Positive/ Negative/ Neutral.
Every campaign has a sentiment score,
which varies from -1 to 1.

Score -> +1: campaign receives positive sentimental effects
Score -> -1: campaign receives negative sentimental effects
Score -> 0: campaign has unclear sentimental effects
Mango Digital
   
Sentiment Score

Why this metric is important for evaluating your campaign’s creativity?

A high number of relevant conversations means nothing if they only tell negative things about your campaign. Sentiment score implies positive effect of campaign’s creativity.
Mango Digital
   
Sentiment Score

How to set up Social Media objectives and KPIs to guide Creativity?

Let’s pick one of 08 types of campaign below to see what metrics you need to focus on:

Type 1:
Product launch/relaunch, new SKU launch campaign

Campaign for launching or relaunching products (changes in flavor, packaging...), launching a new SKU (new flavor, smaller PET...)
Product launch
/relaunch
             

What should we focus
for Type 1 campaign?

Most importantly, your campaign idea and key message must create a number of conversations and audience scale as big as possible.

The attributes you set (price, size, features of products...) must be mentioned in the collected conversations.

The percentage of conversations that require to know more about the product.
Mango Digital
Product launch
/relaunch
             

Type 2:
Corperate branding
/rebranding campaign, Brand campaign

Campaigns that MAINLY focus on building or rebuilding brand’s images with clear key messages.
 
Corperate branding
/rebranding
           

What should we focus
for Type 2 campaign?

Your communication campaign and its creative idea should create conversations and an audience scale as big as possible.

The sentiment score concluded from collected conversations (must be highly positive).
Mango Digital
 
Corperate branding
/rebranding
           

Type 3:
Promotion campaign

Campaigns conducted to announce upcoming brand's promotions

What should we focus for Type 3 campaign?

Most importantly, your promotion campaign must create conversations and an audience scale as big as possible.

Does the audience attempt to get to know about the promotion?

Does the audience share the promotion? (which shows the effectiveness of the promotion)
Mango Digital
   
Promotion campaign
         

Type 4:
Brand sponsorship campaign

Campaigns that aim to enhance brand awareness by spons orship (maximize brand awareness, brand message, brand spirit...).

What should we focus for Type 4 campaign?

It should be ensured that the audience recognizes the brand and its product.

The feedbacks towards the sponsored program, which can positively/negatively affect the brand and its product.
Mango Digital
     
Brand
sponsorship
campaign
       

Type 5:
Brand event campaign

Campaigns that want to drive audiences to brand event.

What should we focus for Type 5 campaign?

Event information and relevant conversations about the event should be put priority.
Mango Digital
       
Brand event
campaign
     

Type 6:
Occasional campaign

Campaigns leveraging an occasion in a year for your brand.

What should we focus for Type 6 campaign?

Make sure your campaign generate Buzz volume as much as possible in that occasion.
Mango Digital
         
Occasional
campaign
   

Type 7:
CSR campaign

Campaigns that serve CSR’s purposes.

What should we focus for Type 7 campaign?

Its creativity should create conversations and an audience scale as much as possible.

The sentiment score concluded from collected conversations (must be highly positive).
Mango Digital
           
CSR
campaign
 

Type 8:
Social Media Channel management

Your brand leverages Facebook as the main platform to engage with consumer.

What should we focus for Type 8 campaign?

In order to maintain brand awareness and engage with consumer, content quality must be focused for this type of campaign. To evaluate the content quality, we need to know average buzz/post.
Mango Digital
             
Social media
management
“Effective evaluation method for
Creativity on Social Media”

We are always ready to visit your office and hold a FREE WORKSHOP to understand how to set up S.MEDIA Objectives and Key Success Metrics,
pls contact:

Ms. Jessy (Giang) – Account Director
Mr. Lucas – Managing Director

If you need a digital partner,
please feel free to contact:

Mr. Nguyên Nguyễn
Business Development Director

Meet us!

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