Method

WE LET YOUR CONTENT DO THE TALKING

Fans through time have used all means possible to discover and share music and no other type of content has pushed the technological development as violently forward. That’s the kind of energy and passion, we want to plug in to and communicate with.

We create content that follow three simple steps for the end user: FIND, LIKE, LOVE. How will the consumer find us? How will the consumer identify him/herself with us? How do we stay relevant and ensure participation? For each of these steps we have case specific and generic tools to to define entry barriers and to “decompose” elements that can speed up or slow down processes.

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MUSIC IS A COMMUNIFIER
As a nordic music agency our network, our experience and our owned media are unparalleled. We know how to talk to musicians and to music stakeholders and still live up to the high agency standards of measuring KPIs and understanding how to convert. Music calls out for involvement and has a unique potential in terms of engaging users and positioning brands across media and converting leads to online shops or physical sales points.
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OUR METHOD
To generate traffic we always combine as many elements, interests and partners as possible. Our strategies are based in our understanding of how content is consumed. Any stake holder expect genuine value. Consumers are willing to engage with brands and artists who provide meaningful content. In social media terms: If the content is poor, it can create a shit storm. If the content is ok, it fades away. If it is good it is shared. If it is remarkable it is respected and shared with passion. Generating traffic is about getting the optimal start – and not forgetting any media, nay angle, any stakeholder.

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The Effectiveness of Your Media Campaign on Social Media and Websites

A media campaign without a thorough analysis of its components is a half baked effort. If you plan your media campaign together with VOLUME, then we will provide you with the valuable data which informs you of the effectiveness of your media campaign across the various digital channels. We use different key performance indicators specifically tailored to your project, but on the superficial level these are some of the most common values we measure: Contact Price, Fans, Content, Trends, Conversion and KPI’s.

What is Contact Price?
Contact Price is the price you pay in order for your message to reach a given person. With a digital media campaign we can accurately track and measure how many have seen your campaign, taken an action and thereby calculate what the average price was per person. The end result is the Contact Price.

How do you calculate the Contact Price?
The Contact Price is calculated by taking the media campaign budget and dividing it by the number of confirmed persons who have seen your campaign. Additionally, we will provide you with the Contact Price for inactive fans and active fans.

With the Contact Price data in hand, you’ll have a better understanding of your media campaigns expenses, performance and how it affects your bottom line. You will be able to make better informed decisions regarding future media campaigns.

How do you track and measure fans?
If your media campaign utilizes digital channels like Facebook, Twitter or Instagram, we can measure the growth of persons who engage with your message and think well of it. We look at the growth curve and quality of fans, so your message reaches active fans instead of inactive fans.

What’s the difference between an inactive fan and an active fan?
A inactive fan is a person who likes your message. This person might have only liked your message at a given time and isn’t interested in your message anymore. Such a fan is hard to reach again and convince to buy into your message on large audience platforms like Facebook due to the myriad of content from others taking up their time.

An active fan is a person who engages with your campaign message. They both like it and participate continuously for the duration of your active campaign. An active fan is much more likely to spread your message through other channels like sharing, linking or talking with friends and family. Furthermore, there is an increased possibility of an active fan converting to a regular customer after your active campaign has ended.

How do you track and measure active fans?
While your media campaign releases new content on your specified digital channels, we keep an open eye on how your fans respond to the message. By using our tools, we listen in on the conversation and see how many have taken an action. This action can be anything from a Like to clicking on an external link to a website. We then apply our analytic knowledge and skill to breakdown what content was well received, what components made it well received and the trends which it created in its wake.

The criteria for if a person is an inactive or active fan depends on your media campaigns target goal and your company’s business model.

For example, if your company engages with a CSR (Corporate Social Responsibility) campaign to boost awareness, it might be less important for your target group to be aware of your company’s products in the campaign itself. Thus a key goal could Like’s and Shares instead of clicks and conversions on an external website.

How do you measure content when it has been released on Social Media etc.?
With our tools we can access a large amount of data and process them by applying our knowledge and analytic skills. We look at and analyze what type of content performed the best, how was the combination of text, link and video, what words appear in the word cloud often for content which performed good and so on.

We measure this by using a score system where each type of content is rated by fan feedback. When this system is applied, it quickly becomes clear as to what type of content performs the best, what performs less than optimal and what performs average.

What can you tell me about trends in relation to my media campaign?
Each media campaign leaves an impact on the target group which you are trying to reach. Some times the target audience approves of your message and re-uses it. Other times they create their own message based on yours and re-use that instead. Whatever the scenario, we can tell you exactly what trends your target audience are creating and who is the trendsetter. Additionally, we will be providing you with our recommendations as to what trends you can use in your media campaign and which ones to avoid.

How do you track conversion within my target audience?
First, we define in collaboration what your media campaign’s overall goal is: what audience do you want to target and what should their preferred behavior be? Should they sign-up to a newsletter or be exposed to a specific product?

From that collaboration, we create a set of KPI’s which track and measure the total amount of users performing a specific action. It could be a click on a link, it could be sharing a link. The action is defined by the end goal you wish to achieve from your media campaign.

We will provide you with invaluable data related to this conversion and the challenges your audience faces in order to complete a conversion. This is called the Conversion Funnel. With our insights, you will be able to improve the funnel as you will reach and maintain a higher conversion rate for your target audience.

What is KPI’s and how do you track them?
KPI is the contracted form of Key Performance Indicator. It is typically found in the form of a number which illustrates whether a certain aspect of your campaign is performing to standard, below or above. KPI’s are often created when looking at conversion goals and are ranked in a hierarchic fashion according to your media campaign. This allows you to better understand what aspects of your media campaign performs better than others.

We create KPI’s which will be tailored specifically for your media campaign, so you will understand the reason behind them. An example would be setting a KPI for a campaign website. Here we would typically look at the amount of visitors, but it might also include clicks on different aspects of the site if it is a component of the conversion funnel.

Additionally, we will add a set of parameters to each KPI to illustrate the performance compared to previous and similar projects. This will give you an understanding of how your media campaign compares to previous campaigns VOLUME has assisted.

What can I use all this data for and why do I need it?
Ever been in a situation where you were asked to make a decision and lacked proper insight into each of the options? If yes, then you already understand the need for solid data and analysis and if not, then keep reading. This is for you.

Creating and executing a media campaign is akin to going hunting in the forest. First you need to decide what prey you wish to hunt. Various prey are active in different seasons and have different needs. After deciding on your prey, you will need to know what type of tools can be used to call out your prey. You are not going to catch foxes with the use of a duck whistle or ducks with the use of foxhounds. Proper knowledge about your prey and proper gear for your time in the forest are key to your success as a hunter.

What comfortable clothes and tools do for your hunting expedition is the same data analysis does for your media campaign. It is knowledge and information about the performance of different elements of your media campaign. It sheds light over how your target audience acts, under what conditions and what messages you need to send in the future to active them. It provides you with the insight to make well-informed decisions and avoid the obvious pitfalls. When to act and when to wait.

With a media campaign data analysis report in hand, you will never find yourself wondering what made it so successful. You will know exactly the what and why.