89%NEED TO HEAR INFORMATIONMORE THAN THREE TIMES
37%33%31%22%20%18%15%15%Technical expert in the companyAcademic or expertA person like yourselfCEONGO representativeRegular employeeFinancial or industry analystGovernment official or regulator8%14%16%18%22%24%32%42%Government official or regulatorFinancial or industry analystRegular employeeNGO representativeA person like yourselfCEOAcademic or expertTechnical expert in the company+ 9+ 72012 2013
Twitter/YouTube – Information and Greater AwarenessFacebook – ‘Discovery’ and Initial AwarenessBlog – Deeper Product ResearchWebsite – Purchase ConsiderationSalePR and other Marketing
Data can tell you to choose A or B.But it can‟t tell you what A or B is.
Tips for Online Measurement1. Set the agreed metrics – Edelman Digital Houseboat2. Check base metrics before starting content activities– Edelman Conversation Audit3. Ensure content team combines differentdepartments for quality convergence tracking –Edelman Content Workshop4. Set up ongoing measurement because it’s difficultto grade the success over a short period –Edelman Actionable Insights Report