SOCIAL MEDIA BENCHMARKS FOR MUNICH RE
Social networks attract different target groups and therefore require differentiated content management. How can a B2B company evaluate its marketing activities in social networks? What information is relevant for customers? Which topics are also of interest to the average consumer or potential employee?
In cooperation with netzeffekt, Munich Re has developed an approach for evaluating its social media campaign strategy.
EVALUATE THE QUALITY OF THE TOPICS
Munich Re uses the content marketing analytics software Percolate to organise and manage posts on social networks. The Percolate data for campaigns, content and platforms was analysed in detail to identify relevant topics for different target groups. Quality metrics were then defined together with Munich Re for the evaluation of new campaigns.
LONG-LASTING QUALITY
Successful campaign themes were identified and expanded by analyzing and redefining benchmark values for engagements. This approach led to a more efficient strategy: while increasing user engagement, the number and content of posts on Twitter and LinkedIn were reduced, enhancing overall efficiency.
On Facebook, evaluation metrics were redefined and adjusted to better capture user engagement. By tailoring relevant content to specific target groups, a clear success in social media was achieved: with fewer but more targeted posts, a higher level of user interaction was generated overall.
