Interpret the case of Samsung India activities, how to do real-time monitoring of social media marketing effect overseas?

When brands go overseas, in addition to regular postings on overseas social media, they often plan some special events. The main purpose of these activities is to expand brand influence, attract audience, increase fan stickiness, or promote diversion, conversion and sales.

The following activity is more typical.

EDGE is a Samsung event for Indian college students. It has been held for six consecutive seasons since 2016, and this year is the seventh. The competition consists of three rounds: campus round, regional round, and national finals. Registered participants will accept challenges and submit and present solutions. The winners will receive bonuses, prizes, and the opportunity to compete with Samsung's top leaders and the best in the industry. Talent exchange and interaction.

In conjunction with this event, Samsung published a series of posts on Facebook, Twitter and other social media.

The cadence of Samsung's event posts is clear. In the first stage, from September 3rd to 5th, with the frequency of 1 post per day, it will be announced that the EDGE Season 7 event is about to start. The registration countdown will be opened, and registration will be open:

In the second stage, from September 7th to 11th, with the frequency of 1 post every other day, we called for registration to participate in the 7th season of EDGE, using different copywriting:

In the third stage, on September 13, the registration deadline for the announcement event was extended to September 16. The reason for the extension may be that colleges and universities need more time for internal selection and team formation to participate in this event, or it may be to make more money time to attract more entrants:

The release rhythm of the above event posts and the close links of the copywriting can be used as a reference for overseas brands to carry out similar operations. The social media actions taken by Samsung India in cooperation with this event were undoubtedly planned and carefully prepared in advance. All posts played a role in expanding the spread and linking the traffic to the main site of the event:

However, for the dissemination of such event series and specific content on overseas social media, pre-planned and step-by-step postings are not enough. Monitoring, control, and dynamic adjustment in the process of social media communication are crucial to the output of communication results. To this end, it is necessary to monitor and analyze social media data in real time, and adjust communication strategies in a timely manner according to the dynamics. Marketing Cloud provides good support for such needs.

The real-time monitoring function under the "Monitoring" module of Marketing Cloud supports platforms such as Facebook, Twitter, Instagram, YouTube, etc., and can monitor the social accounts or specific posts of the above platforms in real time. Among them, the monitoring of post data includes the incremental change of the number of comments on the post, the incremental change of the mood of the post, the incremental change of the number of posts shared, etc.:

Click the "Details" button in the lower right corner to view more detailed related data and visual charts:

The data table lists the data of every half hour, which can be exported as an Excel table:

Social account monitoring monitors the number of followers, posts, and new followers in real time. Users can set “push” reminders, and they will receive reminders when the data reaches the reminder peak:

In order to start the real-time data monitoring of a specific post at the first time, Marketing Cloud provides the option of "Select from the Posting Queue" to monitor the post/video on the "New Monitoring Task" page, which greatly facilitates the brand. Operator:

Through the functional support of the above data platforms, overseas brands can monitor social accounts and event posts in real time and adjust them dynamically, thereby avoiding the passive situation where the social media promotion results do not reach the expected goals and the best window period for remediation and adjustment is missed.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in the "real-time monitoring" and other functions of Marketing Cloud, please leave your contact information, and we will arrange overseas social media marketing experts to contact you.