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1. Analytics, Influencers & ???
Sara Dunaj, Princess Cruises Social Media Lead
@saradunaj | @sweetsandsara

2. Listening, Measurement & KPIs
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ANALYTICS

3. Measurement Strategy 101
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Objective KPIs Target

4. KPI Mapping
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Objective KPIs
Raise product/brand
awareness
Video views, brand lift, new leads/email acquisition,
impressions, reach, cost-per-view, cost-per-lead
Drive purchases Web conversions
Increase word-of-mouth Comments, shares, UGC volume, volume of conversation
(listening data)
Drive web traffic Web visits (UTM/Adobe CID)
Increase brand
preference
Brand lift, competitive benchmarking, likes

5. Use analytics to refine your strategy.
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6.  Full-service platforms: Sprinklr, Spredfast,
Adobe Social, Simply Measured, etc.
 On the cheap: Sprout Social, HootSuite,
Tailwind, Buffer, Iconosquare, native analytics
 UGC: CrowdRiff, Curalate, Pixlee
Analytics Toolkit
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7.  Website pixel
 Affiliate links,
RewardStyle,
Curalate
 Limitations
Conversions: Headache or Holy Grail?
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8. Example: Facebook
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9. Example: Facebook Demographics
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10. Listening: Who, What, Where, When?
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11. Be a consultant to
the C-Suite, not an
order-taker.
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12. • Focus on your impact on the bottom line:
 Web purchases driven by social media, influencer or
affiliate marketing
 Web traffic
 New leads and email acquisition
 Brand lift
• Context is key!
Analytics for the C-Suite
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13. Context: Progress to Annual Goal
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14. Context: Competitive Benchmarking
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15. Building Ethical, Impactful Campaigns
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LEVERAGING
INFLUENCE

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What your
target
audience
wants to see
What you
want your
target
audience to
see

17. Why Influencers?
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Fill funnel
with new
leads
Develop
content
from new
perspective
Leverage
authenticity
Share
messages
that the
brand
cannot

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“It’s OK to just sit and be with someone…
Sometimes you can sit on a balcony and stare at
the sea and just look at your husband. In the
moment I did that I remembered every single
reason I fell in love with him and a few more
that popped up. I noticed how at peace he
looked when he looked out on the open water. I
saw the general joy and glee on his face when
“The Love Boat” theme music played at noon or
when we departed a port. I noticed that he
looked at me with this look of complete love. All
of those things were said in silence. The
absolute best kind of silence.”

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20. • Select influencers who have
(or would have) authentic
passion for your
product/brand
• Let influencers collaborate –
result can be more than the
sum of its parts
• When in doubt, put it in the
contract!
Tips for Influencer Collaborations
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21. • Brand lift studies
• Clicks to website
• Social engagements
• Video views
• Social reach & blog UVM
Measuring Influencer Campaigns
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Ethics & Disclosure

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