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Aug 19, 2024
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Corey Bruno
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Performance Tracking
In the dynamic world of sports marketing, athlete influencer campaigns can significantly impact a brand's perception. While direct sales are easily quantifiable, the shift in brand sentiment often represents a more nuanced and potentially more valuable return on investment (ROI). Let's explore how to track these changes and translate them into tangible ROI metrics.
Understanding Brand Sentiment in Athlete Influencer Marketing
Brand sentiment refers to the overall emotional tone of how consumers perceive and talk about your brand. In the context of athlete influencer campaigns, it's about how the association with a particular athlete shapes public opinion about your product or service.
Tools for Tracking Brand Sentiment
To effectively monitor brand sentiment, utilize:
Social listening tools (e.g., Brandwatch, Sprout Social)
Sentiment analysis software
Survey platforms for direct consumer feedback
Media monitoring services
Establishing a Baseline
Before launching your athlete influencer campaign:
Conduct a comprehensive brand sentiment analysis
Note your current Net Promoter Score (NPS)
Analyze social media mentions and their emotional tone
Review customer feedback and ratings
This baseline will serve as your comparison point post-campaign.
Monitoring Sentiment During the Campaign
As your athlete influencer campaign unfolds:
Track real-time social media reactions
Monitor changes in sentiment across different platforms
Pay attention to comment sections on influencer posts
Analyze the sentiment of increased brand mentions
Post-Campaign Analysis
After the campaign:
Conduct another thorough sentiment analysis
Compare results to your pre-campaign baseline
Look for shifts in key metrics like NPS, positive mention percentage, and overall sentiment score
Translating Sentiment Changes to ROI
While sentiment doesn't directly equate to dollars, you can estimate its value:
Customer Lifetime Value (CLV) Impact: If sentiment improves, estimate the increase in CLV across your customer base.
Earned Media Value (EMV): Calculate the cost of achieving the same sentiment shift through paid advertising.
Conversion Rate Changes: Analyze if improved sentiment leads to higher conversion rates on your website or in stores.
Case Study: Hypothetical Athletic Wear Brand
Pre-campaign:
60% positive sentiment
NPS of 30
Post-campaign with Olympic athlete:
75% positive sentiment
NPS of 45
Estimated ROI:
15% increase in positive sentiment
Projected 10% increase in CLV across customer base
Estimated value: $500,000 in long-term revenue
Correlating Sentiment with Other Metrics
Connect sentiment changes to:
Website traffic increases
Social media follower growth
Changes in average order value
Increases in organic brand mentions
Long-Term Impact Assessment
Brand sentiment shifts can have lasting effects:
Monitor sentiment changes over 3, 6, and 12 months post-campaign
Assess the durability of the sentiment shift
Calculate the ongoing value of sustained positive sentiment
Refining Future Campaigns
Use sentiment analysis insights to:
Select athletes who resonate most with your target audience
Craft messaging that drives positive emotional responses
Time campaigns for maximum sentiment impact
Overcoming Challenges in Sentiment Analysis
Be aware of:
Sarcasm and context misinterpretation in automated analysis
Vocal minorities skewing overall sentiment
Regional or cultural differences in expression
Combat these by combining automated tools with human analysis for nuanced understanding.
Conclusion
Tracking brand sentiment changes offers a profound insight into the true value of your athlete influencer campaigns. By translating these intangible shifts into concrete ROI figures, you can justify marketing spend, refine your strategies, and ultimately build a stronger, more resonant brand in the competitive sports market landscape.