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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

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A framework for measuring social media activity

  • 1. A New Framework For Measuring Social Media Activity by Richard Pentin, Senior Planner,TMW on behalf of the IAB Social Media Council
  • 2. overview 1. Why do we need a framework? 2. The iab measurement framework 3. Guidelines to defining KPIs 4. Putting theory into practice
  • 3. 1. Why do we need a framework?
  • 4. why do we need a framework? EFFICACY ACCOUNTABILITY INTERPRETATION INDUSTRY COMPANY SPECIFIC WHY? SPECIFIC REASONS REASONS STANDARDISATION OPTIMISATION BENCHMARKING
  • 6. 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
  • 7. 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
  • 8. 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?
  • 9. intent But the trick here is to collate your KPIs into more meaningful groups in order to tell a bigger story…
  • 10. 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
  • 11. 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
  • 12. benchmark Without comparative benchmark benchmarking most metrics are completely meaningless Compare benchmarks with other SM activity, channels, industry averages
  • 13. What is this? An atom, a ping pong ball or a beach ball?
  • 14. 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.
  • 15. Metrics only have real meaning when compared to something else
  • 16. 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
  • 17. 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
  • 18. benchmark How does this social media activity compare to your competitors? Only compare your platform to competitors where they share similar objectives
  • 19. benchmark How does it compare to historical data? Social Media ? Metric Has this activity improved since last measurement Time period?
  • 20. 3. Guidelines to help define KPIs
  • 21. 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
  • 22. 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
  • 23. 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!
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 34. 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
  • 35. 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
  • 36. 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%
  • 37. 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)
  • 38. awareness # of blog posts awareness 587 bloggers (key opinion formers) reported on the story or published content across G5 markets
  • 39. awareness Search rankings awareness Assets rank in top 3 search results for vehicle searches in video sharing sites
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. Thank you Richard Pentin, Senior Planner, TMW rpentin@tmw.co.uk @ifonlyblog