Digital marketing agency iCrossing has partnered with the NSPCC to help measure the impact of the charity’s latest campaign on social media networks.
The new NSPCC ChildLine campaign will see the establishment of a virtual creative agency on youth social networks Habbohotel, Bebo and Piczo. Children will be encouraged to take part in the agency and to develop their own creative proposals for the next ChildLine marketing campaign.
Using their proprietary NetworkSense Mapping and Monitoring technologies, iCrossing will identify the online networks that are important to the brand and will then monitor the engagement levels of those communities with the NSPCC’s virtual agency campaign. Using this information the NSPCC will be able to measure the effectiveness of their social media strategy and will be able to adapt their output in real time according to user reaction.
Traditional approaches to social media have just focused on buzz monitoring, measuring basic information such as the number of hits or comments. iCrossing’s approach to measuring engagement through in-depth analysis of language and user activity will enable the NSPCC to get a deeper insight into how engaged users are with the campaign and the overall brand.
The project follows a recent iCrossing social media measurement campaign for Channel 4’s Bow Street Runner game.
Jason Ryan, Strategic Partner, iCrossing, said: “Actionable measurement is the key to really making the most of social media audiences. It’s not just about counting the number of posts or measuring the number of hits on a site, it’s about looking deeper and broader than that and measuring engagement across search, site and social.”
Emily Knee, Senior Digital Account Manager, NSPCC, said: “Social media is central to our marketing approach. Until now it has been hard to establish how effectively our projects have engaged with these audiences. With iCrossing, we can now get measurable insight into what people are saying and doing in response to our latest campaign that could fundamentally change the way we talk to and deal with our online networks.”
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