MONITORING + MEASURING
ENGAGEMENT
TJ Tee
Digital Marketing Evangelist, Integricity
forget all of this
First, a few things
•  Figure out what you want to achieve
•  Be prepared to measure
   •  Best way to fail – don’t measur...
Acquisition            Lots of stuff happens hereReferral
              Activation        Retention                   Reve...
Acquisition            Activation       Retention           Referral         Revenue



PR, campaigns, SEO/               ...
Know what you want to track
•  Driving engaged traffic to a website/landing
   page doesn’t guarantee any return
•  Define...
Goals & objectives
Qualitative            Quantitative

•    Loyalty           •    Sales
•    Trust             •    Lead...
Qualitative measures
Campaign – Build loyalty and trust
  •    Execution
       •  Engage with customers who mention your ...
Qualitative measures
Campaign – Increase customer satisfaction
  •    Execution
       •  Engage with customers/prospects ...
Qualitative measures
Campaign – Increase authority
  •    Execution
       •  Blog about stuff you’re an expert on by writ...
Quantitative measures
Campaign – Increase offline sales
  •    Execution
       •  Promotion on a social media platform (e...
Quantitative measures
Campaign – Increase online sales
  •    Execution
       •  Use Twitter to inform prospects about ex...
Tools to use
Google Alerts




   Google.com/alerts
GA: Advanced Segments
Peashoot




Peashootapp.com
Facebook Pages: Insights
Measurement scorecard (sample)
Stage         Conversion                                    Conv   Est value
              ...
Budgeting
          How much to spend for online marketing?

   30%

                25%


                             18...
Key takeaways
1.  Driving targeted traffic from social media
    sources is only half the challenge if you’re
    trying t...
Thank you.
Comments, questions, feedback, or want a copy of
    this presentation to impress your boss?

             tj.t...
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
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Tj tee monitoring+measuring-engagement

  1. 1. MONITORING + MEASURING ENGAGEMENT TJ Tee Digital Marketing Evangelist, Integricity
  2. 2. forget all of this
  3. 3. First, a few things •  Figure out what you want to achieve •  Be prepared to measure •  Best way to fail – don’t measure •  Social media is easy to measure, just not with conventional success metrics •  Keep It Simple, St*pid (KISS) •  Avoid temptation/pitfalls •  Too-good-to-be-true offers, free trials •  Over-enthusiastic marketing people without a plan
  4. 4. Acquisition Lots of stuff happens hereReferral Activation Retention Revenue
  5. 5. Acquisition Activation Retention Referral Revenue PR, campaigns, SEO/ Return visits, Sales, leads, SEM, affiliate mkt, RSS, alerts/ subscriptions, EDM, social media, reminders, time- affiliate revenue banner ads, SMS/ based triggers MMS, app installs Home page, Retweets, landing pages, affiliates, location-based contests, EDM, services refer-a-friend, viral marketing
  6. 6. Know what you want to track •  Driving engaged traffic to a website/landing page doesn’t guarantee any return •  Define metrics that are relevant for your business: •  Targeted clicks, sign-ups, downloads •  New leads/sales/referrals •  Ignore low-value metrics like: •  Number of followers/fans/friends •  PageRank, Alexa rank
  7. 7. Goals & objectives Qualitative Quantitative •  Loyalty •  Sales •  Trust •  Leads •  Passion •  Qualified users •  Interaction •  Sign-ups •  Satisfaction •  Referrals •  Authority •  Targeted clicks •  Feedback •  Downloads •  Brand awareness •  Video views/shares
  8. 8. Qualitative measures Campaign – Build loyalty and trust •  Execution •  Engage with customers who mention your company or product on Twitter or Google •  Success metrics •  +ve Comments sent to customers /week •  +ve Conversations that started from a comment •  Goals/KPIs •  x# +ve Conversations re: comp or prod /week •  x# +ve Blog posts re: comp or prod /month
  9. 9. Qualitative measures Campaign – Increase customer satisfaction •  Execution •  Engage with customers/prospects and ask what they would like from you •  Success metrics •  New useful/good suggestions •  Suggestions you implement •  Goals/KPIs •  x# Suggestions collected per month and # you actually implement
  10. 10. Qualitative measures Campaign – Increase authority •  Execution •  Blog about stuff you’re an expert on by writing authoritative content (first) and promoting your company •  Success metrics •  Influential blogs linking to your content •  Organic visitor traffic per month •  Traffic that converts into sales •  Goals/KPIs •  x% of Organic referral traffic per month •  x$ Sales attributable to referrals from blog per month
  11. 11. Quantitative measures Campaign – Increase offline sales •  Execution •  Promotion on a social media platform (e.g. Facebook) Participants get a print-out voucher to redeem offline •  Success metrics •  Monthly sales •  Monthly store traffic (walk-in) •  Goals/KPIs •  x$ Monthly sales •  x% Increase in store traffic over pre-promotion period
  12. 12. Quantitative measures Campaign – Increase online sales •  Execution •  Use Twitter to inform prospects about exclusive time-limited promos •  Success metrics •  Monthly sales attributable directly to Twitter •  New customers attributable directly to Twitter •  Monthly revenue generated from customers originally from Twitter •  Goals/KPIs •  x$ Monthly sales directly attributable to Twitter
  13. 13. Tools to use
  14. 14. Google Alerts Google.com/alerts
  15. 15. GA: Advanced Segments
  16. 16. Peashoot Peashootapp.com
  17. 17. Facebook Pages: Insights
  18. 18. Measurement scorecard (sample) Stage Conversion Conv Est value (%) (RM) Acquisition Visitors to site/widget/landing page 60 0.10 Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce Activation Happy 1st visit, use the site, sign-up 15 0.25 Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage Retention Users come back, multiple visits 5 0.50 Eg: 1-3x visits/mth; email/feed open rate / CTR Referral Users refer others 1 1.00 Eg: Cust satisfaction >=8; viral K factor > 1; Revenue Users Pay / Generate $$$ 2 5.00 Eg. Sale, affiliate revenue
  19. 19. Budgeting How much to spend for online marketing? 30% 25% 18% 18% 10% Acquisition Activation Retention Referral Revenue
  20. 20. Key takeaways 1.  Driving targeted traffic from social media sources is only half the challenge if you’re trying to sell something. 2.  Define quantitative + qualitative goals & objectives, KISS. 3.  Create a simple scorecard to measure KPIs, allocate budgets accordingly. 4.  Filter out channels and strategies that don’t get good returns. Repeat.
  21. 21. Thank you. Comments, questions, feedback, or want a copy of this presentation to impress your boss? tj.tee@integricity.com facebook.com/tjtee twitter.com/tjtee

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