Last week, we featured feedback from Janet of Port Places, highlighting how the Royal Botanical Garden was utilising Twitter to manage experiences around TitanArum, one of its key exhibits.
This week Walter from Kinship, has offered his views, particularly in the need to link the social media presence to broader outcomes:
- What now happens to the Twitter feed – it has to be managed into a coma or in some way resources directed to it to manage it while the flower is dead.
- What happens to the followers of the flower? Are they now encouraged to move to @RBG_Melbourne – are they the same, are they different – what resources now need to be put into maintaining a relationship with the flower followers?
The better alternative would have been to simply use a #titanarum hashtag on the main feed which would have avoided all these issues and maintained continuity with the subscriber base with no extra effort.
People always have bright ideas about starting new campaigns, but rarely think about what happens after the campaign and how the results will be harvested and relationships continued.
Walter raises some valid points. Firstly, there is a need to understand the desired outcomes from the campaign. One aspect is engagement over TitanArum, but the broader focus should be on fostering ongoing interest and participation with the Royal Botanical Gardens. As a result, there is a need to measure conversions between followers of @TitanArum through to @RBG_Melbourne. Secondly how many of these become attendees of the Gardens, or promote the activities more broadly? Furthermore, how many commit to a membership or ongoing participation?
Following a theme or campaign is often the first stage to broader engagement and should not be seen as the end result.
Walter’s comments provide a brilliant introduction to the theme we will be exploring this month. Specifically, how you should be measuring marketing outcomes.