A New Framework For Measuring
Social Media Activity
by
Richard Pentin,
Senior Planner,TMW
on behalf of the
IAB Social Media Council

overview
1. Why do we need a framework?
2. The iab measurement framework
3. Guidelines to defining KPIs
4. Putting theory into practice

1.
Why do we need a
framework?

why do we need a framework?
EFFICACY
ACCOUNTABILITY INTERPRETATION
INDUSTRY COMPANY
SPECIFIC WHY? SPECIFIC
REASONS REASONS
STANDARDISATION OPTIMISATION
BENCHMARKING

2.
Introducing the
iab framework

the iab framework
intent awareness benchmark
appreciation
action
advocacy
Establish intentions and Define core KPI metrics Compare benchmarks
objectives in order to by social media with other SM activity,
define which KPIs are platform (soft metrics & channels, industry
most pertinent hard financials) averages

intent
Without clearly defined
intent objectives we have
absolutely no criteria on
which to evaluate success
Establish intentions and
objectives in order to
define which KPIs are
most pertinent

intent
To build brand awareness?
To generate buzz, advocacy or WOM?
To generate brand engagement?
To shift consumer perceptions?
Your intent To influence key opinion formers?
should dictate To generate leads or build prospect base?
which KPIs are To stimulate dialogue or relationship with prospects
most pertinent To encourage participation for social event?
To manage brand reputation?
To divert a PR crisis?
To engender customer loyalty?
To uncover customer or product insights?
To enhance customer service?

intent
But the trick here is to collate your KPIs
into more meaningful groups
in order to tell a
bigger story…

The 4 As
awareness appreciation
Awareness of social Engagement and
media platform appreciation of social
awareness media platform
appreciation
action
advocacy
action advocacy
Define and measure Solicits a response or Creates WOM or
core KPI metrics by influences purchase stimulates advocacy
social media platform behaviour in some way
(soft metrics & hard
financials)
APPRECIATION
KPIs can be assigned to one or more of these 4 As
to tell a bigger story

The 4 As
The importance you place on the 4 As will depend on your original intent
INTENT 1 INTENT 2
WEIGHTING OF METRICS
Awarenes s
Appreciation
Action
Advocacy
Activity designed to generate buzz and Activity designed to generate leads
WOM might focus more on awareness, may be much more weighted
appreciation and advocacy metrics towards action metrics

benchmark
Without comparative
benchmark
benchmarking
most metrics are
completely meaningless
Compare benchmarks
with other SM activity,
channels, industry
averages

What is this?
An atom, a ping pong ball or a beach ball?

The diameter of Uranus is 51,118 km
Its distance from the sun is 19 AU
Uranus’ approximate density is
1.27 grams per cubic
Now for some centimeter
interesting but fairly
meaningless URANUS! Atmosphere: 82.5% molecular
metrics hydrogen, 15.2% helium and
2.3% methane
Uranus travels at an average speed
of 15,290 miles per hour
The mass of Uranus is about 8,684.9.
Average temperature -350 degrees.

Metrics only have real
meaning when compared to
something else

benchmark
So, how does this
social media platform
compare to other
social media
platforms used by
your brand?
Only compare with other
platforms which share similar
objectives

benchmark
How does this
EVENT
social media ADVERTISING MARKETING DIRECT
MARKETING
activity compare
to other marketing
channels?
PUBLIC E-
RELATIONS
MARKETING MARKETING
COMPARATIVE
CHANNEL
BENCHMARKIN
G
Only compare with
other channels which
share similar objectives,
otherwise it’s not SALES
comparing like-for-like PROMOTION SOCIAL CRM
CUSTOMER MEDIA
BASE

benchmark
How does this
social media
activity compare to
your competitors?
Only compare your platform
to competitors where they
share similar objectives

benchmark
How does it
compare to
historical data?
Social
Media
?
Metric
Has this activity improved
since last measurement Time
period?

3.
Guidelines to help
define KPIs

defining KPIs
• 3 parameters for defining KPIs
• by social media platform
(e.g. blog, microblogging, community
forum, social network, fanpage, video
sharing site, branded channel
widget/application etc)
• by 4As
• by soft metrics AND hard financials

defining hard financials
awareness appreciation
Cost per Impression Cost per Engagement
(CPI) (CPE)
awareness
appreciation
action
advocacy
action advocacy
Define and measure Cost per Lead Cost per Referral
core KPI metrics by (CPL) (CPR)
social media platform
(soft metrics & hard
financials)
APPRECIATION

defining KPIs
• The following tables are intended to outline some of
the KPIs at your disposal.
• It is only intended to be a helpful guide rather than an
definitive list
• Select the KPIs most pertinent to your objectives or
feel free to add KPIs of your own!

social network KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Search rankings # of fans Website referrals # of bookmarks Comparative stats from:
Referrals from brand - similar social media
website # of subscribers Call centre enquiries # of status updates platform/similar historical
Unique visitors # of comments Brochure requests Share This metrics campaigns
Reach # of discussion threads Coupons downloaded - other social media
SOFT METRICS
Impressions Interaction rates Handraiser registrations platforms
# of active users - non social media platforms
Poll votes (e.g. direct mail/banner
Page views advertising)
Videos viewed - competitor activity
Return visits - non-sector specific/best in
Social network
Dwell time class
(e.g. community forum,
# of competition entries
fan page)
UGC
uploads/submissions
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral
(CPI) (CPE) (CPL) (CPR)
Cost per unique visitor Incremental sales
FINANCIAL
Cost per incremental sale
Frequency of purchase
Average purchase value
Reduction in call centre
costs
Retention rates

blog KPIs
that other metrics may be more appropriate depending on your intent for such act
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Website referrals Comparative stats from:
# of tweets/retweets per
Unique visitors RSS subscribers (onward clicks) post - similar social media
platform/similar historical
SOFT METRICS
Email subscribers
Impressions (to blog posts) Brochure requests Digg/Stumbleupon/Reddit campaigns
Search rankings Comment subscribers Handraiser registrations Share this metrics - other social media
Referrals from brand Inbound links, platforms
website trackbacks, pingbacks Call centre enquiries No. of inbound links - non social media platforms
Page views (e.g. direct mail/banner
Most popular posts advertising)
# of comments - competitor activity
Blog - non-sector specific/best in
class
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral
FINANCIAL
(CPI) (CPE) (CPL) (CPR)
Cost per unique visitor Cost per subscriber Incremental sales
Cost per page view Cost per incremental sale
Frequency of purchase
Average purchase value
Retention rates

microblogging KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Impressions # of followers Website referrals # of retweets Comparative stats from:
Search rankings # of lists Call centre enquiries influence ranking - similar social media
Referrals from brand platform/similar historical
website # of @replies Brochure requests campaigns
SOFT
# of DMs Handraiser registrations - other social media
% Visit Rate platforms
(% of followers who click - non social media platforms
on a link) (e.g. direct mail/banner
Microblogging Anecdotal sentiment advertising)
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral - competitor activity
(CPI) (CPE) (CPL) (CPR) - non-sector specific/best in
Cost per follower Incremental sales class
FINANCIAL
Cost per incremental sale
Frequency of purchase
Reduction in call center
costs
Average purchase value

blogger outreach KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
# of bloggers attending Comparative stats from:
# of blog posts event Website referrals Digg/Stumbleupon/Reddit - similar social media
SOFT
# of tweets Sentiment analysis Call centre enquiries # of tweets/retweets platform/similar historical
# of responses # of comments Brochure requests campaigns
Search rankings Sentiment analysis Handraiser registrations - other social media platforms
Blogger outreach Cost per Impression Cost per Engagement Cost per Lead Cost per Referral - non social media platforms (e.g.
FINANCIAL
(CPI) (CPE) (CPL) (CPR) direct mail/banner advertising)
Incremental sales - competitor activity
Cost per incremental sale - non-sector specific/best in class
Frequency of purchase
Average purchase value

app/widget KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Search rankings # of downloads/install Website referrals Send to a friend Comparative stats from:
Apps ranking Interaction rates Call centre enquiries # of status updates - similar social media
Press coverage (column platform/similar historical
inches, articles, blog campaigns
SOFT METRICS
Repeat visits Brochure requests posts) - other social media
Usage lifecycle Handraiser registrations platforms
# of active users - non social media platforms
Poll votes (e.g. direct mail/banner
Page views advertising)
Application/widget Videos viewed - competitor activity
(eg facebook/ iphone/ Dwell time - non-sector specific/best in
desktop app) # of competition entries class
UGC
uploads/submissions
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral
FINANCIAL
(CPI) (CPE) (CPL) (CPR)
Cost per install Cost per lead
Cost per engagement Incremental sales
Cost per incremental sale
Frequency of purchase
Average purchase value

sharing KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Impressions # of plays Website referrals # of tweets/retweets Comparative stats from:
# of blog posts/ - similar social media
SOFT METRICS
online articles Play duration Call centre enquiries Digg/Stumbleupon/Reddit platform/similar historical
Search rankings # of comments Brochure requests # of emails campaigns
- other social media
Press coverage (column platforms
inches, articles) # of bookmarks Handraiser registrations # of video installs/embeds - non social media platforms
UGC (e.g. direct mail/banner
Sharing (video/photos) uploads/submissions Memes/spin offs advertising)
customer rankings - competitor activity
- non-sector specific/best in
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral
class
FINANCIAL
(CPI) (CPE) (CPL) (CPR)
Cost per play Incremental sales
Cost per incremental sale
Frequency of purchase
Average purchase value

SM advertising KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
CTRs Banner interactions Website referrals Comparative stats from:
SOFT
Call centre enquiries - similar social media
Brochure requests platform/similar historical
campaigns
Cost per Impression Cost per Engagement Cost per Lead Cost per Referral - other social media platforms
Social media advertising
FINANCIAL
(CPI) (CPE) (CPL) (CPR) - non social media platforms (e.g.
Incremental sales direct mail/banner advertising)
Cost per incremental sale - competitor activity
Frequency of purchase - non-sector specific/best in class
Average purchase value

podcasting KPIs
i a b
AWARENESS APPRECIATION ACTION ADVOCACY
SOCIAL
MEDIA INTENT Brand engagement Solicits a response or BENCHMARKS
Awareness of social Creates word of mouth and
PLATFORM and appreciation of influences purchase
media platform stimulates advocacy
social media platform behaviour in some way
Comparative stats from:
unique visitors # of podcast subscribers Website referrals # of embeds - similar social media
SOFT
impressions Brochure requests Share this metrics platform/similar historical
Handraiser registrations campaigns
- other social media platforms
Podcasting Cost per Impression Cost per Engagement Cost per Lead Cost per Referral - non social media platforms (e.g.
FINANCIAL
(CPI) (CPE) (CPL) (CPR) direct mail/banner advertising)
Incremental sales - competitor activity
Cost per incremental sale - non-sector specific/best in class
Frequency of purchase
Average purchase value

3.
Putting theory
into practice

Infiniti Europe case study

intent
Reach out and empower
intent key opinion formers
to talk passionately about
Infiniti coming to Europe,
Establish intentions and so that our prospects
objectives in order to get to hear about us
define which KPIs are
most pertinent

blogger outreach &
video seeding activity
4 high impact CGI 40” films were shared with key influential bloggers via SMR to
introduce the range and also uploaded on numerous video sharing sites across Europe

the 4 As
This content 10%
was not 20%
designed to be
particularly viral 20% Awareness
so advocacy Appreciation
metrics not as Action
important as Advocacy
appreciation
and action. 50%

the 4 As
awareness appreciation
# of blog posts # of plays
Search rankings # of comments
awareness Cost per engagement
appreciation (CPE)
action
advocacy action advocacy
CTRs # of emails
Define and measure
core KPI metrics by Website referrals # of embeds
social media platform Cost per lead
(soft metrics and (CPL)
hard financials)

awareness
# of blog posts awareness
587 bloggers (key opinion formers)
reported on the story or published
content across G5 markets

awareness
Search rankings awareness
Assets rank in top 3
search results for vehicle
searches in video sharing
sites

appreciation
# of plays appreciation
SOFT METRICS HARD FINANCIALS
Video
Blogger Total
Territory sharing
sites
outreach Plays 52% of views completely
organic (free media)
France 42,197 71,037 113,234
Germany 53,097 72,453 125,550 Only 0.11€ CPE
(Cost per Engagement)
Italy 43,844 70,288 114,132
Spain 281,319 71,251 352,570 For every €100 invested
in campaign it generated
UK 42,606 144,922 187,528
848 plays
TOTAL 463,063 429,951 893,014

action
CTRs action
SOFT METRICS HARD FINANCIALS
CTR (%) CTR (total)
Territory Blogger Outreach Blogger outreach
only only
France 7.9% 5,614
4€ CPL
(Cost per Lead)
Germany 9.1% 6,602
Italy 8.5% 6,003 For every €100 invested
in campaign it generated
Spain 4.4% 3,099
24 web referrals
UK 1.6% 2,240
TOTAL 5.5% 23,558

benchmark
• CTR of nearly 2x
action appreciation advocacy appreciation industry average
suggests content
was very engaging
and influenced
behaviour
• Bookmarks/
downloads slightly
lower than average
• Lower than
average advocacy
metrics reflect the
modest viral appeal
of the clips (as we
expected)
Industry average

Thank you
Richard Pentin,
Senior Planner, TMW
rpentin@tmw.co.uk
@ifonlyblog