Mission KNVB - Mentions Social Media Monitoring
Posted: Mon Feb 17, 2025 10:19 am
Once again, LinkedIn is the most valuable source. During the past 6 weeks, the participants who came in via LinkedIn have all (!) indicated that they are interested in vacancies. A conversion of 100%. Is this surprising? In retrospect, it is not, LinkedIn is after all a business network site, where people are constantly busy with profiling, CVs and functions;
Hyves also scores high on this conversion metric, while Facebook lags behind. The target group on Hyves is apparently more open to vacancies than the same target group on Facebook;
The Google Display Network also provided very valuable participants, 95% of the participants indicated that they were interested in vacancies. Where were the ads shown? Our gut feeling says job boards, but nothing could be further from the truth – the ads were shown on football websites, gaming sites and video sites such as YouTube. This confirms our statement that the website meets the expectations that the banners and text ads created.
Action
Measurement tools we used in this phase: Google Analytics, LeadQ.
Mission KNVB - Funnel - Action (AIDA)Interested parties in vacancies can indicate directly whether they want to be called. A telephone number must be provided for this. This can also be measured in Google Analytics by means of a set 'event'. In this phase, it is noticeable that the conversion is high; most interested parties are willing to provide their telephone number. Measuring this step is necessary in order to be able to quantify the next step, namely the results of the callback.
The results of the callbacks can also be measured. To make this measurable, the LeadQ system is used . This system makes it possible to keep track of the results of acquired leads. Once in the system, these are automatically forwarded to a call center. The results of these callbacks are immediately visible. The overview below shows the results of the callbacks during the campaign. A positive or negative result is immediately visible here.
Results LeadQ Mission KNVB
From the data we can deduce which source was ultimately the most effective. To deduce which sources these are, the number of positively completed (call) actions can be set against the number of participants in the game:
LinkedIn is the source that gives the most positive results after the call process. This is in line with the previous observation in the desire phase, where all participants in the game were interested in vacancies;
Hyves and Facebook are not far apart in terms of effectiveness. However, both social networks are less effective than LinkedIn;
The e-mailings from Adecco and Ajilon have always been very converting during the process. If we look at the effectiveness, it does not even differ that much from the Hyves and Facebook advertising channels.
Branding and awareness
In addition to the quantified objectives, there is another important product of this campaign, namely branding, strengthening the brand and creating brand preference. The total branding is the number of views that the various sources have jointly produced. The number of impressions of banners and text advertisements runs into the tens of millions. This means that the reach is very large and that a large group of people have seen the expressions pass by several times.
The reach on social media has also been made measurable. We have used the iMonitoring system dominican republic phone number list for this . Messages about Mission KNVB are tracked daily, irrelevant messages are removed and sentiments (positive, negative or neutral) are assigned to each message. The statistics are periodically analysed to measure the branding of the brand.
In addition to the periodic measurement, the progress of achieving the objectives was also monitored on a daily basis. A real-time dashboard was set up for this, so that Adecco could follow the results of the campaign at all times (the numbers have been partially omitted due to sensitive information).
Mission KNVB - Marketing dashboard ClickQ
Conclusion
All objectives set have been made measurable and linked to the final results. By making the entire process measurable, a very powerful tool has been created, namely the ability to substantiate the campaign. By measuring exactly which sources are not successful in a specific conversion step, budgets can be transferred to a tool that is successful. A financial value can ultimately be attached to the converted leads, which can be derived from the average value of a temporary worker or looking back a year later at the continuity of these temporary workers. That is the ultimate step towards qualitative, measurable ROI. Although the campaign is still ongoing, the measuring process and the results achieved so far are reason to call this a successful case in the field of Online Marketing ROI.
Hyves also scores high on this conversion metric, while Facebook lags behind. The target group on Hyves is apparently more open to vacancies than the same target group on Facebook;
The Google Display Network also provided very valuable participants, 95% of the participants indicated that they were interested in vacancies. Where were the ads shown? Our gut feeling says job boards, but nothing could be further from the truth – the ads were shown on football websites, gaming sites and video sites such as YouTube. This confirms our statement that the website meets the expectations that the banners and text ads created.
Action
Measurement tools we used in this phase: Google Analytics, LeadQ.
Mission KNVB - Funnel - Action (AIDA)Interested parties in vacancies can indicate directly whether they want to be called. A telephone number must be provided for this. This can also be measured in Google Analytics by means of a set 'event'. In this phase, it is noticeable that the conversion is high; most interested parties are willing to provide their telephone number. Measuring this step is necessary in order to be able to quantify the next step, namely the results of the callback.
The results of the callbacks can also be measured. To make this measurable, the LeadQ system is used . This system makes it possible to keep track of the results of acquired leads. Once in the system, these are automatically forwarded to a call center. The results of these callbacks are immediately visible. The overview below shows the results of the callbacks during the campaign. A positive or negative result is immediately visible here.
Results LeadQ Mission KNVB
From the data we can deduce which source was ultimately the most effective. To deduce which sources these are, the number of positively completed (call) actions can be set against the number of participants in the game:
LinkedIn is the source that gives the most positive results after the call process. This is in line with the previous observation in the desire phase, where all participants in the game were interested in vacancies;
Hyves and Facebook are not far apart in terms of effectiveness. However, both social networks are less effective than LinkedIn;
The e-mailings from Adecco and Ajilon have always been very converting during the process. If we look at the effectiveness, it does not even differ that much from the Hyves and Facebook advertising channels.
Branding and awareness
In addition to the quantified objectives, there is another important product of this campaign, namely branding, strengthening the brand and creating brand preference. The total branding is the number of views that the various sources have jointly produced. The number of impressions of banners and text advertisements runs into the tens of millions. This means that the reach is very large and that a large group of people have seen the expressions pass by several times.
The reach on social media has also been made measurable. We have used the iMonitoring system dominican republic phone number list for this . Messages about Mission KNVB are tracked daily, irrelevant messages are removed and sentiments (positive, negative or neutral) are assigned to each message. The statistics are periodically analysed to measure the branding of the brand.
In addition to the periodic measurement, the progress of achieving the objectives was also monitored on a daily basis. A real-time dashboard was set up for this, so that Adecco could follow the results of the campaign at all times (the numbers have been partially omitted due to sensitive information).
Mission KNVB - Marketing dashboard ClickQ
Conclusion
All objectives set have been made measurable and linked to the final results. By making the entire process measurable, a very powerful tool has been created, namely the ability to substantiate the campaign. By measuring exactly which sources are not successful in a specific conversion step, budgets can be transferred to a tool that is successful. A financial value can ultimately be attached to the converted leads, which can be derived from the average value of a temporary worker or looking back a year later at the continuity of these temporary workers. That is the ultimate step towards qualitative, measurable ROI. Although the campaign is still ongoing, the measuring process and the results achieved so far are reason to call this a successful case in the field of Online Marketing ROI.