Previous articles have discussed the added value of incorporating open source intelligence analysis (OSINT) into a social media marketing campaign. We currently live in a globalised and interconnected world where the joint work between the marketing team and the intelligence team can provide a differentiating element when it comes to impacting the target audience.
Next, we delve into 3 differentiating elements that a specialised OSINT intelligence team brings to the development of a social media-based digital marketing strategy.
A marketing campaign can be divided into two sections: a campaign preparation section and a digital campaign monitoring section. The first section is dedicated to the detection, selection and evaluation of the most suitable person (or influencer) for the marketing campaign. The second digital monitoring section is aimed at launching, monitoring and evaluating the campaign.
In both sections, a specialised OSINT intelligence team provides external and differentiating data that supports decision making and facilitates the work of the marketing team. These are the 3 most relevant OSINT applications for a marketing campaign.
Detection and selection of influencers for Marketing Campaigns
The objective is the detection of users through a platform for tracking and analysing profiles on social networks. This allows the selection of influencers those who can obtain the greatest impact for the campaign. This process is divided into four stages:
- Identify search parameters based on campaign requirements.
- Filter users with tracking platforms.
- Select the most suitable influencers for the campaign.
- Develop a final list for further selection by the person or marketing department responsible for the campaign.
Influencerevaluation
When the person responsible for the marketing campaign decides from the above list which users might be most suitable, it is essential to evaluate these candidates. The evaluation determines the influencer 's performance indicators when it comes to generating content on social networks. The aim is to check whether the influencer matches the target profile in terms of subject matter, audience, reach and impact. Within this process there are several stages that must be followed:
- Generate a definitive list of influencers for the marketing campaign.
- Extract from the Fingerprint.
- Evaluate performance based on past campaign performance and indicators.
- Select the influencer The most appropriate KPIs for the marketing campaign. Some KPIs that are taken into account from the influencer when selecting it are:
- Digital presence in social networks.
- Level of audience, reach, engagement and impact.
- Themes of the content generated.
- Range of activity (days and times when you post the most).
- Brands detected in search of competitors or risks.
- Brand safety: detection of risk situations.
Evaluation of marketing campaigns using OSINT resources
After the evaluation and subsequent selection of the person who will be the ambassador of the marketing campaign, the campaign management cycle is completed with the monitoring and analysis of the campaign. The objective is to determine whether the campaign has achieved the required impact and whether the selected influencer has achieved itsobjective. Two processes are put in place for this purpose:
- Automatic collection process, using social media information monitoring and analysis platforms, such as social listening and impact analysis platforms.
- Analysis processThe content captured in the automatic process is validated and analysed and a Campaign Analysis report is produced. The impact generated on social networks and the value provided by the campaign is evaluated. influencer o influencers who have participated. Some indicators that can be included are:
- Audience characterisation (bots, presence of other influencers and average users).
- Socio-demographic analysis (gender, age and geographical distribution).
- Segmentation by purchasing power.
- Topics of interest to the audience and definition of niche audiences.
Companies like Future Space help to implement these 3 applications in a marketing campaign. The objective is to provide exhaustive knowledge of the person or influencer selected and the campaign carried out. It allows to know the KPI indicators of the influencer that serve to define the adjustment of the search target in order to evaluate their selection for a campaign and to qualify the impact of the influencer based on the KPI indicators of the audience according to the content generated and the audience on which it impacts.
