Kick-off meeting, check. Prizing and rules are set, check. Creative assets are in the works, check. Your SocialToaster program is almost ready! Before you begin, you’ll want to make sure you’re familiar with all the best tips and tricks to get the most out of your fans! After all, happy fans make a happy brand. As we’re checking off items on our to-do list and wrapping things up for launch, we’ve gathered some tips on how to evaluate and optimize your SocialToaster advocacy marketing program.
Evaluate and Optimize Your Advocacy Marketing Program
1) Email Open Rates
Your content doesn’t get seen or shared if the email doesn’t get opened. Your email open rate gives the percentage of users who opened your email (mind blown!) and while some email programs like to see 6% or 7% as a successful open rate, SocialToaster uses 15% as our typical EOR benchmark. Your email subject line is the most important part of your content push and determines your email open rate. Here at SocialToaster, when it comes to subject lines, the best results are always seen when mentioning prizes (i.e. “…and you could win!” or “Earn more chances to win great prizes!”). Opening emails=opening presents, at least when prizes are involved right?
Now if we’re talking body…of the email, be sure to summarize the piece of content and mention what participants have to do AKA the Call-To-Action (ie. Share to Earn Points). To achieve these optimal results, try alternative calls to action and vary them by post (ie. Sign Up and Share vs Sign Up and Win).
If you’re experiencing writer’s block or need some inspo, check out what you’ve been posting to Facebook or Twitter lately. Or, you can ask your SocialToaster account manager for some assistance with best practices or wording.
2) Share Rates
Next comes the post share rate! Sharing is always caring, aww #feels. The more your content is shared, the more it is seen, and the higher your engagement rate will be. Our standard average share rate percentage is about 20-25%. Your share rate is the percentage of content that was shared and what it all comes down is good content. Please refer to above how good content always
triumphs over evil ends up in the winner’s circle. What this really speaks to is the interest level of your fans. Once they’ve opened the email, are they invested enough to click Share Now?
What makes the SocialToaster platform great is that it’s customizable so we can modify the design, format and messaging to produce higher results and better performance rates.
We know your Facebook newsfeed is filled with engagement…photos but we’re talking about how users engage with your content overall. Total engagement includes all the likes, comments, retweets, favorites, etc. that your content received and it all comes down to good content. Good (content) always wins.
When it comes to your creative assets and content for your SocialToaster program, we recommend a 70%/30% split on content type. 70% should be focused on industry and brand related news, updates and posts and 30% should be about the contest and the program itself. For industry content, it’s best to focus on not only a nice mix of topics, but a mix of links. Variety is the spice of posting! Videos, Pinterest boards, and Buzzfeed articles have all worked well in the past.