#WIMA2020 Digital Marketing Workshop Q&A

On Tuesday 4th February 2020, Socialmeds Digital in association with the Kenya Association of Manufacturers held a Digital Marketing workshop for some of KAM’s Women In Manufacturing (WIM) Members. The workshop was meant to equip KAM’s WIM members with knowledge on how to create, run and effectively measure success and improve on their Digital Marketing campaigns. The following were questions submitted during the 2-hour workshop, and our responses to each of them.

1. How to measure effectiveness of a social media campaign beyond the engagements?

  • There are generally two types of measures: Awareness/Engagements and Conversions
  • Awareness and Engagement lead to people knowing about your brand and sometimes talking about it
  • Conversion measures how many people: clicked on a specific button e.g. “Call Now” or “Email Now”

Therefore, beyond engagements, it is good to look at how many people actually took the action that you, as the campaign creator, intended them to take. This could be to call a number, to visit you, to sign a petition and so on, which then becomes your main metric for the campaign.

2. You mentioned we measure performance based on comments. If your post has links and redirects, How does engagement and click through rates come in?

  • Comments are just one way to measure content performance, not the only way
  • When you have link redirects, depending on where the destination is, you can then measure actions taken within that destination e.g. ordering of a product, calling a number, visiting a web page etc.

3. You mentioned likes are not very important. Doesn’t engagement also include likes in addition to shares & comments (total) as a fraction of total reach?

  • Likes on a post are important, but only when from your targeted customers. If the likes are from every Tom, Dick and Harry, yet your product is for a specific niche, then those likes become irrelevant as that audience will seldom convert into customers
  • Yes, engagement does include likes, shares and comments as a fraction of reach. These can however be good but “non essential” metrics if not from the right target audience

4. How important are impressions in measuring digital campaign effectiveness?

  • For some campaigns, the number of times people see something really matters. For example, a new product in the market or a countrywide new Tax Filing system campaign.
  • However, impressions are more of a top-level measure, whereas other measures tell you more about how people acted based on the information you were communicating

5. Is there a tool for automatically measuring CPP & not doing it manually?

  • At the moment, I know of no such tool (CPP – Comments Per Post)

6. How do I ensure that the reach for my content is to the right people and how do I ensure they are potential customers who can event convert?

  • You do this by ensuring that when you are creating Ads for that content, you narrow down to your Target Market e.g. on Facebook, you can create an Ad to be shown to “Mothers of toddlers between ages 1-2 years, who live in Kilimani and Kileleshwa, and must also be members at a golf club or a tennis club, and work in the finance and accounting sectors”

7. What do you mean by impressions?

  • According to Google, an impression (sometimes called a view or an ad view) is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page
  • Think of the last marathon Ad you saw on your Facebook timeline. If you saw it once, that’s one impression and 1 reach (1 person). If you see it once a day for 10 days, that’s 10 impressions but still 1 reach (1 person). Makes sense?

8. Do Facebook ads reach the same people once they resume if they were paused?

  • Yes and no
  • Sometimes Ads don’t seem to reach the same audience or perform as well after being paused then resumed at a later date. This is because Facebook keeps changing some of its audience features, hence you need to first check whether Facebook has notified you of any changes through Business Manager, before you re-run the Ads

9. How do you create targeted ads to the right audience. How much do those ads cost?

  • Whoah… this is a very broad question. Targeted Ads are not difficult to create once you learn how to do them right. This can be self-taught through platforms such as Facebook Blueprint, attending online classes for Ads or YouTube channels that teach the same
  • I would say that Facebook is the easiest place to start learning about and applying, since it is the most used social media platform in Kenya with an estimated monthly active user-base of 7.7M people

10. Which ads are most reasonably priced YouTube, insta, fb or twitter?

  • In my experience, Facebook and YouTube. You’ll get much more from $10 on those two platforms than Twitter or LinkedIn

11. On FB metrics, some schools of thought advocate for last 7 days (sum up weekly to get month’s performance).  I see you used 28 days. Which do you recommend?

  • It all depends
  • If your brand has high levels of content posting and engagement, such as Jumia, the waiting till the end of the month may have you miss out on a lot of metrics
  • However, for “quieter” brands, measuring and comparing with 28-day periods seems okay. What are your thoughts?

12. What is your take on giveaways as a method of increasing engagement? How do you measure it? Since giveaways post will have engagement anyway.

  • People are always game for a freebie. Yes, do the giveaways. In fact, here are some other Valentine’s Day Campaign Ideas that we wrote about for you to use this coming valentines
  • Most giveaway campaigns just help the brand be known, and a good measure would be to see how many new customers try out your business’s products or services after the giveaway campaign is over
  • To make this better, you can ask your winners to share something (on their social media) positive about your brand after experiencing it, which you can then share on your business’s pages to gain more credibility

13. Between a post that has zero likes but 2300 impressions and one that has 100 likes and 500 impressions, which one is better in terms of engagement and reach?

  • The second one is better
  • This means that the first post was seen 2,300 times and no one was moved to do anything about it (like, comment, share)
  • The second one, so far, has only been seen 500 times yet 100 people like it. What about when it’ll have been seen 2,300 times!

14. Regarding brand persona, say we have JAY and RAY, two different voices, in the background is it one individual responding or are they different individuals?

  • More often than not, it is the same individual. Even if it is a team, such as Airtel Kenya’s ^Caro and ^Jamo, as long as there are written guidelines to how the different personas speak, who they speak to, their level of sophistication in communication etc., it can be anyone in the backend
  • How many people are involved now is a factor of how many inquiries are coming in, and whether you service your inquiries 24 hours a day or just during certain hours
15. On crisis management, Should you hide/ delete negative comments over & above reaching out privately to the complainants?
  • Yes and no
  • Yes if they were malicious from people who did not want to be sorted, but were just trying to tarnish your name (not being actual customers with a complaint)
  • No if genuine, so that you can show that your brand actually responds
  • Also, you CANNOT (it’s impossible) to delete negative reviews, posts to page or tagged posts where the customer is the one with the ability to delete.
16. Negative crisis can sometimes come from people who are not your target market but was looking to experiment. How do you control such?
  • Hmm, I’d say still use the same procedure: Respond, Move From Public to Private, Sort them out

17. Can the listening tool pick sentiments on private / closed groups such as buyer beware?

  • Yes, a listening tool such as Meltwater, picks up on even private chats where you have not been tagged
18. What are some of the listening tools available for social?
19. How does digital media /social media compare now with mainstream media in Kenya, especially radio, tv and print?
  • Well, Social Media is estimated to have more hours spent on it that TV and Print Media Combined. In terms of actual numbers, I have not seen an actual figurative study. Just estimates
20. Which part of the Digital Marketing process discussed today does Socialmeds handle?
  • Socialmeds handles the whole process
  • We can Audit and Come up with a Strategy for you to implement with your communications team with support from us
  • Or we can Audit, Strategize, Execute and do Impact Assessment on a monthly basis
21. When faced with many brands, is it advisable for each brand to have own life on digital or drive social strategy at corporate level.
  • This depends. For example, Cussons has many brands but one digital face, same for Coca Cola
  • However, where the products highly differ, then a separate presence is best e.g. Java and 360 Degrees Pizza

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