Measurement Monday: Defining Your Campaign Success Metrics

Measure social engagement as part of influencer campaigns

It’s #MeasurementMonday, and we are discussing the very first step in measuring any social media or influencer marketing campaign —  defining success metrics.

If you do not know exactly what you should be measuring, then how can you measure it accurately?

Just as you wouldn’t start playing a soccer match without fully understanding what you have to do to score, you shouldn’t start a marketing campaign without defining what your “win” will be. One of the main issues we see with online measurement today is that goals are not clearly defined, or the goals are to do everything at once.

When defining success metrics, there is not a “one size fits all” standard, and success factors vary based on the goals of a campaign or brand, making it crucial to determine what your “win” is up front. Before launching an influencer campaign, we encourage our partners to decide which factors will make the campaign a success for their particular brand.

success metrics in influencer and social media marketing

Top Three Reasons to define SUCCESS METRICS prior to launching a campaign

1. The strategic approach and the tactics for the campaign will become clearer. 

If your brand’s goal is awareness, a blog tour and social media campaign may be ideal. If the goal is understanding a target audience better, executing a survey or focus group may be recommended. Perhaps you have the goal of leveraging an already existing conversation in a really powerful way on behalf of your brand, and in that case, a Twitter activation may fit the bill. There are many tactics that result in success for a brand, and having a clear objective will help determine the overall strategy and tactics that will deliver for your brand.

2. The whole campaign team (brand, agency and bloggers) are on the same page and pulling toward the same goal.

Everything from writing blog posts to tracking engagement and responses takes time and diligent work. It is critical that all parties understand upfront what the objective of the campaign is and how that can be achieved. This is especially important for the influencers representing the brand. The Motherhood’s research recently found that there is a noticeable gap between brands and influencers in terms of what they think works during a sponsored campaign, and agencies who specialize in influencer management can deliver success by bridging this gap. The campaign will naturally have greater impact when everyone involved is united and striving to meet one common goal.

3. You can identify exactly which metrics to evaluate for the program.

There are numerous metrics to consider when running and evaluating a marketing campaign (engagement such as comments, shares and likes; reach based on unique monthly blog views, followers and fans; SEO rankings; purchase intent and downloads, etc.). It can be time-consuming and costly to track and analyze every last one of them. Having a clear objective will help identify which metrics you should track and evaluate in order to accurately determine the success of your campaign.


So how does a defining your campaign “wins” help your measurement process? Below are some examples of possible campaign goals and success metrics:

If your goal includes building awareness…

Consider measuring brand mentions, SEO rankings, reach and/or impressions.

If your goal includes building your audience…

Consider measuring increased brand following or the increased share of voice on different platforms. Again, if we know this is the goal, we can tailor the campaign tactics and measure items such as the increase in followers, brand mentions compared to competitors or overall industry, search rankings and demographics.

If your goal includes increasing engagement…

Considering measuring the likes, shares (re-pins, re-tweets, etc.) and comments.

If your goal includes gaining social insight… 

Consider measuring data found through surveys, online conversations and other social media listening tools. If your brand has questions related to product development, getting feedback from loyal customers and/or potential consumers is far more valuable than a number!

If your goal includes conversions…

Consider measuring link clicks, downloads, or purchases. This also requires its own set of campaign tactics, and measurement metrics such as tracking unique link clicks as well as downloads and purchases with a specific code. Be sure you fully understand how sponsored content leads to purchase, so that you can track accordingly.

The possibilities for campaign success are endless, but one thing stands true – you have to know the “win” factors prior to kicking off a campaign. Influencer marketing plays a huge role in the greater marketing space, and with the rise of ad blocking, it is beginning to replace the spend of traditional ad dollars. Influencers on social media have the power to share messages in an impactful and personal way that resonates with modern consumers. Be sure that you are accurately measuring your results so that they can be reported in a meaningful way that helps inform future campaigns.


continue following our #MeasurementMonday series and view PAST posts here!

Social Media Marketing Measurement Monday


We’d love to talk to you about the different marketing and measurement tactics that are right for your brand! Email contact@themotherhood.com for more information.

Spring Cleaning Made Simple

‘Tis the season – for dusting, scrubbing, polishing, vacuuming and washing away the grime and slush of winter. Sunday was the first official day of Spring, and to celebrate, The Motherhood has been working on a spring cleaning campaign with Kimberly-Clark to share helpful hints, checklists, products and more for tackling your #SpringClean16 projects this year.

You can hit Walmart with your shopping list to make sure you have everything you need to clean up and stock up before you get started – from Viva® Towels for dusting and scrubbing to Scott® 1000 and Cottonelle® Clean Care toilet paper to stock those newly organized bathroom cabinets.

Make a List, Check it Twice

Before you dive in, make a plan – or just download this handy checklist printable from Chrissy at The Taylor House. She’s organized it by room and included a blank list so you can customize your own if you prefer. Remembering to dust your baseboards won’t be an issue this year!

spring cleaning

Image credit: Chrissy, The Taylor House

For a few additional checklist options, check out these downloadable lists created by Jeannette at J-Man and Millerbug and Amee at Madame Deals.

Invite Your Kids to Be Spring Cleaning Helpers

Spring cleaning is a big job, and you don’t need to do it alone. You have kids in the house who are ready to help, from wiping surfaces (for younger kids) to vacuuming and scrubbing (as they get older). It doesn’t need to be a chore, either!

Start with Vanessa at See Vanessa Craft’s dice game for assigning tasks. Then take Jen at Frugal Living Mom’s advice on how to get the kids pumped for spring cleaning. Play music, create teams and turn cleaning into a game.

spring cleaning

Image credit: Jen, Frugal Living Mom

Take the Opportunity to Tackle an Annual Deep-Clean

During a typical housecleaning, it’s easy to put away clutter, wipe a few obvious surfaces and call it a day. We’re all busy, and deep cleaning every nook and cranny can take a lot of time. But spring cleaning gives you an opportunity to really focus your efforts on the grimy hot spots you typically skip.

For example, Christie at Raising Whasians took on her bathroom, including the germy areas that usually get overlooked – like the toilet brush itself (ick) and the toilet paper holder.

spring cleaning

Image credit: Christie, Raising Whasians

To get ideas on other often-overlooked areas, visit Tésa of 2 Wired 2 Tired’s post on spring cleaning your car and Liz of Eat, Move, Make’s post on cleaning ceiling fans, light fixtures, your refrigerator grille and more.

Think about One Room or Area at a Time

Divide your cleaning to-do items into manageable chunks so you won’t get overwhelmed and quit before you even begin. If a whole room is too much to tackle all at once, start with smaller areas – like your kitchen counter or junk drawer. Lauren of Mom Home Guide started with dusting and de-cluttering her nightstand drawer. After you’ve made a few of your own drawers and cabinets look this good, you’ll want to take on the rest of the house!

spring cleaning

Nightstand drawer (BEFORE) Image credit: Lauren, Mom Home Guide

spring cleaning

Nightstand drawer (AFTER) Image credit: Lauren, Mom Home Guide

We hope you’re inspired to take on your own #SpringClean16 project. Happy cleaning!

 

National Nutrition Month: Recipes to Inspire Healthy Eating

National Nutrition Month

March is National Nutrition Month

The Motherhood team has bonded over many similar interests and shared loves, but we’d all quickly point to food as one of our most popular water cooler topics! Whether it’s exchanging recipes, testing out new ones and sharing with each other, or just talking about our new favorite food blogs and ingredients, this team loves a good meal!

To celebrate National Nutrition Month in March, we decided to host a recipe exchange among our team and also share those recipes with all of you! Check out the drinks, easy weeknight meals and snacks that we’ve been enjoying this month.

The Motherhood Team’s Favorite Recipes this Spring 

As we head into spring, one of Brittney’s go-to breakfast options is Kristy’s Berry Spinach Smoothie from Mommy Hates Cooking. Brittney said, “I love a quick breakfast that’s filling, but not too heavy. We don’t always have time for a sitdown breakfast, so I love an easy, grab-and-go option for me and the rest of my family!”

National Nutrition Month

Get the recipe at Mommy Hates Cooking.

From breakfast to lunch, Kayla has been loving the ease of Angie of Eclectic Recipes’ Black Bean Mango Quinoa Salad for lunch. “I’ve been in search of easy, quick and healthy options and this recipe meets all of those for me! So simple, and it tastes so fresh.”

National Nutrition Month

Get the recipe at Eclectic Recipes.

Looking for lunch options outside of the standard chicken salad, one of Brittnee’s latest favorites, Raspberry and Scallop Salad, is also from Angie of Eclectic Recipes. “I love a great salad, but sometimes I want something different and a bit lighter. I love scallops, so when I found this recipe I knew I would love it!” Brittnee said.

National Nutrition Month

Get the recipe at Eclectic Recipes.

Switching gears from lunch to dinner, Erin recently shared her love for stir fry with the team, passing along her go-to recipe for Healthy Beef Stir Fry in 20 Minutes from Allison at Some the Wiser. “I love a good homemade meal, but I don’t love spending a ton of time in the kitchen on a weeknight. Twenty minutes is totally doable, and any type of stir fry is always a hit at my house!”

National Nutrition Month

Get the recipe at Some the Wiser.

Finally, a recipe round-up – even one that’s health-inspired – wouldn’t be complete without a few snack recipes. Both Nicole and Kahlianne are gluten-free, so they’re always looking for options that suit their dietary needs without sacrificing great flavor.

Nicole also seeks out dairy-free options, and since finding Kristy’s recipe for Black Bean Hummus on Mommy Hates Cooking, she has been hooked. “I love smaller meals and snacks throughout the day, and black bean hummus is a great one for that mid-afternoon snack that we all crave. It works for my dietary needs and it’s so delicious!” said Nicole.

National Nutrition Month
Get the recipe at Mommy Hates Cooking.

Kahlianne has also found a gluten-free option that’s perfect for snacking — Allison’s Healthy 7-Layer Greek Dip, found on Some the Wiser. “This is a great snack and even a nice option as an appetizer for get-togethers. Although, I think it works well for a healthy lunch, too!” she told us.

National Nutrition Month

Get the recipe at Some the Wiser.

Do you have a favorite meal that makes eating well easy? Share with us as we celebrate National Nutrition Month!

This post is not part of a sponsored program and has no brand affiliation. 

#MeasurementMonday: Evaluating the Shift in Social Media Marketing Measurement

Measure social engagement as part of influencer campaigns

Have you noticed the shift in how brands are addressing social media marketing measurement? At The Motherhood, we’ve seen the focus slowly move from impressions and clicks to other metrics like purchase intent and engagement.

BuzzFeed, a major leader in the online social news and entertainment industry, recently announced that it is changing the way it measures its content and audience. In an effort to look at itself “more holistically,” the site is abandoning the unique visitor metric and embracing a range of new metrics based on unique goals and content distribution.

We expect more and more brands and agencies to follow this line of thinking – moving beyond impressions alone in social media marketing measurement. The question on everyone’s minds: “Is there a more effective way of a measuring a social media campaign’s success, and if so, what is it?”

The Motherhood has been involved in influencer marketing since its inception, when blogs were just beginning to take off and social media was in its infancy. We’ve regularly led the conversation about measurement with brands and bloggers through primary research and an active feedback loop with influencers. We will share some of those insights on Mondays moving forward.

Follow along with our #MeasurementMonday Series as we tackle social media marketing measurement – one of the most difficult aspects of influencer marketing.

Social Media Marketing Measurement Monday

As the online marketing industry evolves, so will social media marketing measurement standards. The Media Rating Council recently released Social Media Measurement Guidelines to create more consistency in terms and measurement metrics across the industry – a “common reality point for setting expectations and evaluating results.” These standards will provide a baseline for comparing metrics across media platforms so results can be clearly and accurately communicated to clients.

Furthermore, the PR industry’s Barcelona Principles, a set of concepts created in 2010 to measure the efficacy of PR campaigns, have been updated in in the past year. These principles are designed to provide consistent, industry-wide standards and practices to guide measurement and evaluation of online public relations efforts.

While measurement standards provide a good starting point, each social media marketing campaign is unique, and there are many factors to consider when evaluating success. For example, when do website traffic, downloads, purchase behavior and more come into play? How do they compare to an impression? It can be difficult to measure all of these factors on a standard scale.

The key is to identify your campaign “win” and primary success metrics prior to kickoff.

In our #MeasurementMonday series, we will tackle these topics and discuss ways to create clear social media marketing measurement standards. Tune in next week for The Motherhood’s tips on how and why to define your campaign “win” before getting started!

We’d love to talk to you about the different marketing and measuring tactics that are right for your brand! Email contact@themotherhood.com for more information.


Read all of our #MeasurementMonday series posts HERE!


Brands and bloggers, what are some difficulties you’ve had when trying to measure results of blog and social media efforts? Share your comments or questions in the comments, and we may address your issue in an upcoming #MeasurementMonday post.

 

World Hearing Day: 33 Tips for Prevention and Detection of Childhood Hearing Loss

hearing loss

Hearing loss in kids can be frightening for parents to navigate, especially in the beginning, during the search for doctors, resources and information. If you have a child experiencing hearing loss, know you are not alone: According to the World Health Organization (WHO), 32 million children worldwide are affected.

Unfortunately, WHO also reports that in many of those cases (60 percent), childhood hearing loss could have been prevented with timely, proper detection and treatment. Good hearing is vital for children’s speech and language development, so early detection and prevention of childhood hearing loss is an important issue.

To help underscore the importance of early detection and prevention of childhood hearing loss, today is WHO World Hearing Day, and independent charitable foundation Hear the World has you covered – the organization has developed a video and 33 helpful tips to help you learn more.

Hear the World Foundation’s selected top tips for parents include:

  • Be proactive and ask for a newborn hearing screening: The earlier hearing loss is diagnosed and the children affected are provided with hearing aids, the better chances those children have of achieving their full potential and living a life without restrictions.
  • Protect your child from everyday noise: Avoid spending long periods of time in noisy places and ensure that your child wears suitable hearing protection in loud environments. It is also important to make sure that children’s toys are not too loud and to teach your child about the permanent long-term damage noise can have on their hearing.
  • Avoid medication that could damage hearing: There is a range of what are known as ototoxic medications available, which can cause damage to hearing. Find out from your physician what medication can cause ototoxicity and read the package insert before using medication.

You can find the full list of tips on the Hear the World website.

Hear the World is not a client of The Motherhood. We’re sharing this information as a means to spread the word about this important issue. The image above is courtesy the Hear the World press release.

Work-Life Balance for Moms: Elusive or Achievable?

balance for moms

Work-life balance for moms: the debate on if and how this exists is one that doesn’t seem to be going anywhere.

Women in the workforce – those who work from their home and out of the home – often face challenges in devoting adequate time to both their careers and their families, not to mention their outside interests. As entrepreneur and mother Randi Zuckerberg stated: work, sleep, family, fitness or friends – pick any three.

A global survey from EY reported that one-third of full-time employees say achieving work-life balance has become more difficult in the past several years. Not surprisingly, parents and millennials are among the groups who face the most pressure in this area.

Flexibility is Key for Moms

Working parents say that flexibility is of critical importance to their satisfaction and success in finding this delicate balance. The survey revealed that that having a boss and colleagues who support their flexible work arrangements is one of the top factors working parents seek in a job – and millennial parents are the most likely group to take a pay cut to have more flexibility.

For companies looking to protect profitability and morale by retaining valuable employees and reducing turnover, a policy of flexibility shouldn’t come with strings attached. The survey reported that the “flexibility stigma” and lack of telecommuting options are two of the top reasons employees quit a job.

Facing the “Flexibility Stigma”

The struggle to achieve work-life balance is multi-faceted: flexibility should not just be a policy on paper; it should also be ingrained in the culture and fabric of the organization so employees feel empowered to use that benefit. In many workplaces, there can often be an unspoken rule that even though the policy exists, employees may be perceived unfavorably for using it.

Consider the situation of a working mother whose daughter has a school play in the middle of the day: if she chooses to attend, there can be a feeling of guilt stemming from the judgment from her colleagues; if she prioritizes work, she’ll feel guilty for letting her child down. It can feel like a lose/lose situation.

Finding a Career with Work-Life Balance for Moms

balance for moms

Photo credit: Flazingo Photos

As part of our partnership with Northwood Realty Services, The Motherhood had the chance to learn how real estate is a career that provides some much-needed work-life balance for moms. As one of the primary benefits of this career, real estate agents manage their own schedule and can work around their family’s needs. If you have to stay home with a sick child or want to chaperone a field trip – Northwood Realty Services empowers moms to make it happen.

Northwood Realty Services values the unique skills that working mothers bring to both their families and their careers. The company is always looking for a few good moms, and here are some reasons why:

  • Multi-Tasking: “If you want something done, ask a busy person.” As many moms know, there is only one of you, so you have to figure out a way to get everything done. With real estate, agents have to juggle many balls at the same time – an open house and a closing on the same day, for example. Moms have a ton on their plate, and they’re some of the best time managers and multi-taskers out there.
  • Empathy and Understanding: Buying and selling a home is a huge decision that greatly impacts a person’s life and finances. Clients appreciate when someone is able to listen to their concerns, understand their needs and keep them calm throughout the home-buying process. Who better to practice patience and grace under pressure than moms?
  • Connectedness: Besides family and friends from before they had kids, many moms participate in playgroups, “mommy and me” classes, go to playdates, etc. This is a great way to get connected to new friends and build or expand a network of potential clients.
  • Passionate: Mothers are passionate for what they care about and will fight for things that matter. Northwood Realty Services seeks out people who advocate for their clients and who are passionate about what they are doing and helping people.

Visit NorthwoodForMoms.com to learn more about real estate as a family-friendly, flexible career choice that welcomes moms.

This post on work-life balance for moms was created in partnership with Northwood Realty Services. All opinions are our own.

Featured image courtesy of GotCredit

Facebook Reactions for Brands: “Love” and “Wow”

Facebook reactions

The long-awaited Facebook Reactions launched this week, allowing users to go beyond “liking” a post. Reactions now include options for “love,” “haha,” “wow,” “sad” or “angry.” At this initial stage, users seem to enjoy the Reactions, but how will brands be affected by this update?

According to Wired, “Advertisers don’t like Facebook’s Reactions. They love them.” Seeing more specifically how users respond to ads and content can give marketers greater insight into what their consumers are looking for, which can be useful in creating future campaigns, new products and more social posts, in general.

Advertisers will now have exciting opportunities to analyze campaigns with the added insights of the emotions they evoke. Brands can experiment by posting a call to action for their followers to give feedback on different posts. We do want to mention, however, that advertisers should be aware of the context in which Reactions are used. For example, a user might select the “sad” Reaction to a brand post about a new product, only because they love the brand and wish the product were available in their area.

For now, all Reactions will be treated the same as a “like” in the algorithm. Facebook has noted that they will use the new emojis to learn more about what users like and their emotions, but it is unclear how exactly this will alter measurement and the newsfeed algorithm in the future.

Facebook is constantly trying to improve users’ timelines, and using emotions will give them a huge benefit in sharing relevant information over other social media platforms. Although all Reactions are treated equal, businesses can see the breakdown of Reactions to all of their posts on Facebook’s Page Insights. Currently, the Facebook API does not allow data gathering on Reactions, but a new GraphAPI (2.6) is expected in March or April, and we may see this additional functionality then.

If you do not already have Reactions in your Facebook feed, here is how to get them.

How do you plan to use Facebook Reactions? 

Featured image from Mashable.

Case Study: Brain Chase Introduces Summer “Adventure Learning”

In early 2015, to help raise awareness and encourage sign-ups for a new “summer learning challenge” called Brain Chase – an online adventure designed to keep kids at the top of their academic game over the summer and avoid learning loss – The Motherhood engaged 50 bloggers with kids in the program’s target age range, including former educators, moms who homeschool and moms who have kids with learning disabilities.

Brain Chase

Because Brain Chase was a brand-new service, The Motherhood first worked with the blogger team to distribute a consumer survey, gathering feedback that could help the company plan its marketing efforts. Using survey data from nearly 400 respondents, The Motherhood and Brain Chase worked together to create a strategic three-part activation for the team of 50 bloggers:

  • The campaign began with a live virtual briefing session to connect the bloggers directly with the Brain Chase creators and give them detailed insights into the summer learning challenge. The virtual briefing allowed the bloggers to ask questions and see exactly how the adventure learning would unfold for kids during the summer program – a crucial piece of the campaign for the bloggers, so they could adequately describe Brain Chase to their readers.
  • Using that background and key messaging, along with fresh topics and prompts for each blog post, the team participated in a series of blog tours. They each published one blog post each month for three months to maintain a steady drumbeat of news, raise awareness about summer learning loss, and position Brain Chase as a fun and educational solution leading up to the kickoff of the service in June 2015. 
  • Campaign bloggers and their communities also participated in two strategically timed Twitter parties to spotlight the service on social media and highlight particular moments in time, such as the end of the early bird pricing period. 

Brain Chase

Blog posts demonstrated the bloggers’ and their kids’ authentic and lasting excitement about Brain Chase:

  • “In addition to just the pure coolness factor of the whole thing, I LOVE that this program not only fosters a love of learning and travel, but it really promotes family collaboration!” (Sara, Mom Endeavors)
  • “The typical summer learning I’ve witnessed as an educator and parent has involved a list of websites for math and a good old reading log. Am I the only one who finds this type of summer work a major battle? True story – it’s always a major battle in our house. Aidan can’t stop talking about Brain Chase, however. ‘When can we start again? Who won last year? Is it okay if we do more than 20 minutes of work per day?’ Seriously? Whose kid is he? Brain Chase could be the answer.” (Annie, Stowed Stuff)

Brain Chase

The coverage drove approximately one-third of total sign-ups for the summer 2015 service and resulted in 172 blog posts, more than 10,000 social media posts (including tweets) and nearly 108 million impressions over four months. Several of the Brain Chase campaign bloggers still hold spots on the first page of organic search for “Brain Chase,” just behind the official Brain Chase site and a New York Times article on the program.

 

Image credit: All images provided and approved for use by Brain Chase.

Snapchat for Brands: Worth the Investment?

Snapchat for brands

Marketers looking to use Snapchat for brands, take note: 2016 is shaping up to be a banner year. This relative newcomer to the social media space is reported to have as many as 200 million users who send a staggering 700 million photos per day. And potentially following in the footsteps of social media giants Facebook and Twitter, Snapchat is a platform that many analysts predict will go public in 2016.

Given Snapchat’s swift growth, many marketers are eager to explore potential ways to tap its millions of active mobile users for brand awareness and engagement. Particularly for those wishing to reach moms, the question remains: is using Snapchat for brands worth the time, money and creative energy required to stand out on a platform in which content has a limited lifespan among users who are primarily 25 years of age and younger?

Our answer in 2015 was “generally, no.” However, in our continual evaluation of the social media space, our 2016 standpoint is evolving to “not quite yet, but it’s coming.”

Snapchat Adoption Among Moms

With engagement and responsiveness being two of the top qualities that lead to reader trust, bloggers with multiple social media platforms are focusing most of their energy where their audiences are most active. So far, Snapchat hasn’t made the cut.

In The Motherhood’s recent survey of more than 600 bloggers, Snapchat ranked the lowest in terms of platforms that brands request bloggers use and platforms that bloggers recommend brands use. Many influential social media moms reported having Snapchat on their mobile devices, but they use it very casually and aren’t convinced of its usefulness in connecting with the communities they’ve worked so hard to build. Less than two percent of bloggers surveyed have used Snapchat for influencer campaigns, but nearly half think there is a future in collaborating with brands via this platform.

While The Motherhood’s research revealed that 80 percent of consumers are more likely to purchase a brand they saw on social media, it appears the same isn’t holding true for Snapchat. A survey from Column Five and News Cred reports that branded promotional content isn’t making an impact on their purchasing decisions: a mere two percent reported that they “sometimes” buy something they saw on Snapchat, while a staggering 98 percent answered “rarely or never.”

Snapchat for brands

Image courtesy of AdWeek.

Via Wired, ComScore shared that while Snapchat has grown 59 percent in the last year to 40.3 million U.S. adult users, it has grown 69 percent among people age 25 to 34, which many think is approaching the tipping point for a social media platform to move from niche to mainstream.

If You Can’t Measure It, You Can’t Manage It

With adoption among the adult demographic expected to increase, and with bloggers optimistic that the platform will pick up steam, what’s next in terms of Snapchat for brands?

Just as bloggers try to strike a balance between nurturing the platforms where they find the most value and building a following on new social channels, brands are also weighing their options. Should they focus their marketing dollars on platforms on which they’ve achieved measurable, repeatable success, or test relatively unknown waters?

Currently, one of the most limiting aspects of Snapchat for brands is the lack of ability to measure and target. While other social media platforms deliver data that help marketers analyze and adjust content and delivery, it can be difficult to prove a platform’s value without being able to benchmark and track performance.

However, the rumored release of an API could change the game. Digiday summarizes some of the benefits of a Snapchat API:

“An API would help measure performance of content on Snapchat, get better insights into the type of people who are watching, where they’re located,” said Nick Cicero, CEO of Delmondo, an agency specializing in Snapchat analytics and influencers. “It would also enable brands to create more content with influencers.”

Snapchat for brandsDelivering Messages That Matter

To The Motherhood, the heart of influencer marketing is looking at where a brand’s consumers engage online and how they naturally interact, and including a brand in that conversation in a relevant, authentic way. For centuries, moms have been sharing ideas and advice with their closest networks of friends in a deeply personal way, and in the modern digital age, The Motherhood helps brands be a part of those conversations online in a way that evokes trust, advocacy and action.

As The Motherhood’s social listening team continues to monitor and evaluate usage of Snapchat for brands, we’re also tapping our proprietary database to hear and apply what our nationwide network of moms is saying. The Motherhood’s campaign recommendations always reflect the platforms and message delivery we know will resonate among consumers.

If your brand would like to discuss ways to work together on an influencer marketing campaign based on our consumer insights and always-on social listening, email us at contact@themotherhood.com.

Featured image courtesy of Flickr Creative Commons user AdamPrzezdziek.

Super Bowl Brand Showdown: Which $1 Million Branded Emoji Won the Day on Twitter?

branded emojis

If you tune into the Super Bowl mostly for the commercials, you are not alone! In a recent study, nearly 1 in 4 viewers admitted to watching the game specifically for the commercials. At The Motherhood, we are fascinated by the new commercial trends and brand strategies around the event that we see crop up every year. For Super Bowl 50, we were especially interested in Twitter’s new advertising option for brands: a $1 million branded emoji.

Twitter started offering branded emojis back in Fall 2015, so it’s no surprise that the company is continuing this option for some of its highest paying advertisers — especially right in time for the #SB50 social chatter!

The way it works is simple: when users type a certain hashtag into Twitter, it will trigger a custom-made emoji. For example, type #SB50 into a tweet and you’ll see a football emoji appear. In fact, Twitter released several new emojis just in time for Super Bowl tweeting:

branded emojis

Brands partnered with Twitter to release their social emojis prior to the big game in hopes that when their commercial aired live, their hashtag – accompanied by a custom emoji – would stand out in the conversation online. The branded emojis come with a hefty price tag, but with 73 percent of Super Bowl viewers using a second screen to check social channels, the investment may have been well worth it. Here are the four brands that paid big bucks for a new kind of Super Bowl advertising — and the results, according to The Motherhood’s social listening team:

Screen Shot 2016-02-08 at 9.46.22 AM

 

 

Pepsi, the official sponsor of the Halftime Show, also owned a Promoted Moment during the game’s break. The hashtag that triggered the musical notes and Pepsi can emoji was tweeted more than 431,000 times (including retweets) by more than 235,000 people yesterday. It was a clear winner among the branded emoji hashtags, generating more than 1.2 billion impressions.

branded emojis
Screen Shot 2016-02-08 at 11.50.32 AM

 

 

Budweiser’s #GiveADamn came in as the second-most-mentioned branded emoji hashtag on Twitter, with 29,000 tweets (including retweets), 25,000 contributors and 85.8 million impressions. The #GiveADamn campaign has a strong anti-drinking and driving message, hence the new emoji with a beer bottle and car keys being dropped. For every tweet with the hashtag, Budweiser is donating $1 toward Safe Ride programs.

branded emojis

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Bud Light’s commercial with Amy Schumer and Seth Rogen was a parody of the presidential campaign, encouraging people to support the #BudLightParty. We also noticed Bud Light received several celebrity endorsements on Twitter during the game. The campaign hashtag with the bottle cap emoji (resembling a political badge) was tweeted more than 11,600 times (including retweets) by 9,600 Twitter users, generating 62.3 million impressions.

branded emojis

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Coming in with the fewest number of branded-emoji tweets was Verizon’s #Minute50 hashtag. This hashtag triggers a clock emoji with 50 minutes on the clock, symbolic because the company has been giving away prizes (everything from free data to Super Bowl tickets) to Verizon customers every hour on the 50 minute mark since January 24. #Minute50 received fewer than 500 tweets (including retweets) yesterday from 440 Twitter users, resulting in 4.2 million impressions. However, we want to note that because this campaign has been running for two weeks, yesterday’s tweets likely don’t accurately represent the overall reach and effectiveness of this campaign.

branded emojis

What’s next for branded emojis?

We look forward to seeing the other emojis, branded or not, that Twitter will reveal in the future! We’re anticipating many more to come for future events (think summer Olympic Games, the presidential campaign, etc.).

A note on Facebook: Although the Twitter branded emojis (naturally) do not appear on Facebook, use of the above hashtags on that platform was high. Again, #PepsiHalftime was by far the most used of the four. However, we found that the most shared link was to Budweiser’s #GiveADamn ad and also had the highest percentage of female users.

Did you tweet with any of Twitter’s branded emojis during the Super Bowl? 

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