Customer Service can help Marketing follow up on campaigns in 6 steps

By: Lien Brusselmans

November 5, 2012

social media analytics
Social media engagement
Social media workflow

Customer Service can help Marketing to report on online campaigns

Advisors, Webcare, Customer Service, Support. Whatever you call them, this group of people forms a substantial part of your company. Customer Service is the direct line between your company and the consumers. Since recently, they’re not only handling telephone calls and emails but also answering consumers’ questions on social media. Everything said online about your brand is processed by Customer Service. As we indicated in a previous blog post, we strongly believe Customer Service is becoming the foundation of Marketing. Apart from that, they can also help Marketing, by making it easier for them to report on the impact of online campaigns. How? Read on!

Marketing has to report on the results of online campaigns

Social media and the internet in general are changing the way companies work at this very moment. One of the extra responsibilities these changes are bringing about for Marketing teams, is following up on online campaigns. With ‘normal’ campaigns in traditional media, measuring the impact isn’t always easy. Online campaigns, however, leave you with much data to analyze. People that like a campaign (the real ‘like’, not the Facebook one :)), will express this in various ways. They’ll leave a comment on Twitter/Facebook/Youtube and whatever other channel you are using to share the campaign. They will ‘like’ (this time I do mean the Facebook ‘like’), retweet and share it on their own social profiles. Lots of these reactions will be public (reactions on Youtube, your Facebook page, tweets), and thus measurable.

How Marketing can practically follow up on campaigns

Ideally you can track the impact of Marketing campaigns in one central tool, like Engagor. In Engagor everything about your brand is monitored. The only thing you need to do then is filter on the campaign you want to report on. Typically campaigns have specific names and sometimes also hashtags, which makes it easier to filter down on that campaign. However, sometimes people will talk about your campaign without mentioning those words. To make sure you also take these reactions into account, you can tag (or label) them.

How to easily discern monitoring results that concern a campaign

Ok, let’s get very practical now. Here’s what you should do to make it easy for Marketing teams to report on specific online campaigns.

  1. You are monitoring your brand, and thus tracking everything that has to do with it. As a result, you have an inbox full of mentions (tweets, news articles, blogs posts, etc.) in which your brand is mentioned. This is your base.
  2. Now you can automatically tag the mentions that contain keywords clearly indicating a specific campaign.
  3. For those mentions that don’t have these keywords, you can add the tag manually.

And now you’re thinking: which Marketing team has time to go through all mentions about its brand just to tag the ones relevant to them? Well, that’s where Customer Service comes in!

  1. If your Customer Service team actively uses Engagor, they work in the Engagor Inbox, which is similar to an email inbox. All mentions about your brand will be scanned and handled by Customer Service. With Engagor they can easily tag all mentions that concern a campaign but don’t have the automatic label yet.
  2. Ideally Customer Service also has a look at the sentiment we’ve given the mentions. If our automatic sentiment analysis failed (which can happen of course, it’s not an exact science), they can easily change it.
  3. This way they pave the way for the Marketing team. All they have to do is filter on the tag, and Engagor will immediately show the analytics for that campaign. Piece of cake!

To conclude: Customer Service is not only getting more important for Marketing because of their brand ambassador’s role. They can also make it easier for Marketing to follow up on online campaigns. And all of this brings us back to one of our older blog posts: social media requires a cross-functional team. Cheers!