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. SWOOP also offers a keyword analysis tool, which we'll cover in a separate tutorial.

Start on the Topics dashboard, and search for the hashtag you want to get insights about here. 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’. You can also set the date range you're interested in, using the date range selector on the left. The fly-out menu on the right will let you select reports you're interested in for this particular campaign.

Now you can see how many posts, replies, and likes 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 the most Influential People over here.

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

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

Finally, on the Enterprise dashboard you’ll find the Hot Topic report 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.