Measuring the effectiveness of communication campaigns (Yammer)

This 2 minute video gives you an introduction to how you can measure the effectiveness of communication campaigns by tracking messages with hashtags.

Transcript

Running communication campaigns is a frequent activity in most organisations. But how do you know how who much engagement you’ve had? In this video I’ll give you some tips on how you can measure the impact of communication campaigns.

SWOOP tracks all the messages that have been associated with a ‘hashtag’, so it is important that you have used hashtags in your campaign.

Start on the Topics tab, and search for the hashtag you want to get insights about. You’ll do that by clicking on the Settings wheel here in the top right.

You can now search for a hashtag. Put a tick against the one you are interested in. If you can see that there are 2 or 3 other hashtags that are just different variants of the one you are interested in, then also select those. Then click ‘OK’, or ‘OK+Save as Default’ if you want to come back and look at these later on.

Now you can see how many posts, replies and likes, etc there were for this campaign. Down here, you can also see the most engaging posts that are associated with the campaign, and see how many replies, likes and the number of unique individuals that participated in that thread. You can even see who the most Influential People were over here.

Some campaigns are meant to foster conversation between people, whereas others aren’t. Looking at the cross-team collaboration widget, here, you can see how much the campaign fostered interaction across your organisation.

When you look at the Response Rate widget you can get a sense of how much conversation the campaign led to. If the percentage of replies is high, then it really got people talking to each other.

Finally, on the Enterprise tab you’ll find the Hot Topic widget which highlights the most popular hashtags. Now - did your campaign make it to the top 10?

Thanks for watching. Check out our other videos to learn more about SWOOP.