This document discusses developing engagement metrics for social media monitoring and communications. It begins by defining engagement as actions beyond just impressions or clicks. It then provides examples of companies that have successfully used social media to improve customer service, reduce costs, and drive business outcomes. The document outlines a process for defining key performance indicators and metrics to track engagement across awareness, consideration, preference, trial and purchase phases. It emphasizes the importance of linking metrics to business goals and choosing metrics that can be actionably improved over time.
Speaker 7: Daniel Joerg of Burson Marsteller SwitzerlandArjen Strijker
Speaker 7: Daniel Joerg of Burson-Marsteller Switzerland. New Corporate Communication thinking: Why Corporations should stop talking to target groups and start creating dialogues with stakeholder groups
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
Speaker 7: Daniel Joerg of Burson Marsteller SwitzerlandArjen Strijker
Speaker 7: Daniel Joerg of Burson-Marsteller Switzerland. New Corporate Communication thinking: Why Corporations should stop talking to target groups and start creating dialogues with stakeholder groups
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Social Media Directions White Paper Oct21.DocJay Deragon
Social Media is shifting from chatter to purpose. Knowing how to apply it for business purposes is a new art and science. We cover the relevant and relative issues in this white paper
Influencer Marketing: Guide to Brand SafetyJessica Hulett
Influencer marketing is a line in the budget now. Brands now agree that some percentage of their voice needs to come from others’ voices – genuine, authentic, relatable voices. Consumers rely on these voices of influence to make purchase decisions. Marketers find that Influencer Marketing programs can return an ROI superior to some traditional media. And even the ANA has now recognized Influencer Marketing as an important marketing discipline, right beside event marketing, content marketing, shopper marketing, etc.
But it hasn’t all been rainbows and butterflies…
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
Webinar for Credit Union Professionals. Successful case studies for marketing campaigns recruiting new members, on-line banking customers, car and home equity loans, and gen y members
KickApps SF Summit - "Creating a Coherent social strategy with open leadershi...KickApps
This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/
Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework.
www.prfest.co.uk
The WOMMA Influencer Guidebook is a practitioner’s resource intended to address the needs of the association membership.This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite taking into context not only how much the digital and social landscape has
changed, but also the nuance and sophistication of the now ubiquitous practice of influencer marketing.
trnd is a proud member of the WOMMA since 2006.
A presentation given at the PR Consultants Group (PRCG) annual meeting. Include:
-Perspectives of the PR tech landscape
- Review: 5 all-in-one PR tools
-Briefly: other all-in-one PR software tools
-Innovations in PR tech to watch
The 2019 JOTW Communications Survey | Trends in Corporate Communications and ...Frank Strong
The 2019 JOTW Communications Survey examines trends in corporate communications and PR. This year’s survey polled 223 communications and public relations (PR) professionals. Some 68% of respondents report holding in-house communication roles and 90% have 10 years or more experience in the industry.The second annual survey was conducted by Sword and the Script Media, LLC in collaboration with Ned Lundquist. Ned launched “Job of the Week” (JOTW) email newsletter in 2001 as a free resource for PR and communications professionals looking for work.
Key findings in this survey include:
>> Budget is the top communications and PR challenge. Budget (59%) was the top challenge for the second year in a row. This was followed by limited staffing or headcount (55%); ever-expanding duties (52%); balancing priorities (49%); and measuring the impact of comms (49%). Just 18% anticipate budgets rising; 51% say they will remain flat and 29% expect budgets to fall.
>> More PR work is being taken in-house. Some 47% of respondents said they’ve observed more PR work being taking in-house. This mirrors broader trends in marketing, where CMOs have slashed agencies in favor of in-house teams. The top reasons for hiring an agency are: execution, expertise and for strategic projects; the top reasons for firing a firm are cost, poor client service and an inability to measure ROI.
>> Storytelling, analytics and thought leadership are the top tactics and trends. The respondents identified storytelling (76%); data & analytics (75%); thought leadership (70%); measurement (66%) and content marketing (64%) as growing more important. While not a majority, those with the most votes for less important were press releases (33%), award programs (31%) and white papers (36%).
>>Media relations continues to get harder. Most respondents (68%) said media relations is harder or much harder – up from 51% last year. Respondents cited reporter turnover, veteran reporters being replaced with junior ones, and “in-your-face-journalism” as contributing causes. Money and standards distinguish media relations from influencer marketing.
>>Top metrics PR pros track. About one-third (29%) think they do an adequate job of communications measurement while 46% say it needs improvement. The most common metrics comms pros said they track includes web traffic (73%); impressions (66%); estimated site traffic (60%); mentions (57%) and email open rates (52%).
>>More communicators report to the CEO than to marketing. More respondents (38%) say the comms function reports to the CEO, versus 35% that say they report to marketing. This was followed by the chief operating officer (9%), strategy (7%) and human resources (5%).
PULSE LIMITED WAVEFORMS FROM INTERLEAVED MODE: AN ANALYSIS ON THE ACHIEVABLE ...michelescagliola
In this analysis it has been theoretically derived the expected speckle reduction that is achievable on the Low Resolution waveforms from an instrument operating in interleaved mode exploiting both approaches described above. The correlation function for the Poseidon-4 received power echoes has been computed and then it has been used to estimate the Equivalent Number of Looks (ENL) of the Pulse Limited waveform. The ENL is defined as the estimate of the effective number of statistically independent looks for the backscattered power and its upper bound is the actual number of single look echo waveforms that have been averaged together, so that as the ENL increases the speckle reduction increases.
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Social Media Directions White Paper Oct21.DocJay Deragon
Social Media is shifting from chatter to purpose. Knowing how to apply it for business purposes is a new art and science. We cover the relevant and relative issues in this white paper
Influencer Marketing: Guide to Brand SafetyJessica Hulett
Influencer marketing is a line in the budget now. Brands now agree that some percentage of their voice needs to come from others’ voices – genuine, authentic, relatable voices. Consumers rely on these voices of influence to make purchase decisions. Marketers find that Influencer Marketing programs can return an ROI superior to some traditional media. And even the ANA has now recognized Influencer Marketing as an important marketing discipline, right beside event marketing, content marketing, shopper marketing, etc.
But it hasn’t all been rainbows and butterflies…
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
Webinar for Credit Union Professionals. Successful case studies for marketing campaigns recruiting new members, on-line banking customers, car and home equity loans, and gen y members
KickApps SF Summit - "Creating a Coherent social strategy with open leadershi...KickApps
This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/
Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework.
www.prfest.co.uk
The WOMMA Influencer Guidebook is a practitioner’s resource intended to address the needs of the association membership.This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite taking into context not only how much the digital and social landscape has
changed, but also the nuance and sophistication of the now ubiquitous practice of influencer marketing.
trnd is a proud member of the WOMMA since 2006.
A presentation given at the PR Consultants Group (PRCG) annual meeting. Include:
-Perspectives of the PR tech landscape
- Review: 5 all-in-one PR tools
-Briefly: other all-in-one PR software tools
-Innovations in PR tech to watch
The 2019 JOTW Communications Survey | Trends in Corporate Communications and ...Frank Strong
The 2019 JOTW Communications Survey examines trends in corporate communications and PR. This year’s survey polled 223 communications and public relations (PR) professionals. Some 68% of respondents report holding in-house communication roles and 90% have 10 years or more experience in the industry.The second annual survey was conducted by Sword and the Script Media, LLC in collaboration with Ned Lundquist. Ned launched “Job of the Week” (JOTW) email newsletter in 2001 as a free resource for PR and communications professionals looking for work.
Key findings in this survey include:
>> Budget is the top communications and PR challenge. Budget (59%) was the top challenge for the second year in a row. This was followed by limited staffing or headcount (55%); ever-expanding duties (52%); balancing priorities (49%); and measuring the impact of comms (49%). Just 18% anticipate budgets rising; 51% say they will remain flat and 29% expect budgets to fall.
>> More PR work is being taken in-house. Some 47% of respondents said they’ve observed more PR work being taking in-house. This mirrors broader trends in marketing, where CMOs have slashed agencies in favor of in-house teams. The top reasons for hiring an agency are: execution, expertise and for strategic projects; the top reasons for firing a firm are cost, poor client service and an inability to measure ROI.
>> Storytelling, analytics and thought leadership are the top tactics and trends. The respondents identified storytelling (76%); data & analytics (75%); thought leadership (70%); measurement (66%) and content marketing (64%) as growing more important. While not a majority, those with the most votes for less important were press releases (33%), award programs (31%) and white papers (36%).
>>Media relations continues to get harder. Most respondents (68%) said media relations is harder or much harder – up from 51% last year. Respondents cited reporter turnover, veteran reporters being replaced with junior ones, and “in-your-face-journalism” as contributing causes. Money and standards distinguish media relations from influencer marketing.
>>Top metrics PR pros track. About one-third (29%) think they do an adequate job of communications measurement while 46% say it needs improvement. The most common metrics comms pros said they track includes web traffic (73%); impressions (66%); estimated site traffic (60%); mentions (57%) and email open rates (52%).
>>More communicators report to the CEO than to marketing. More respondents (38%) say the comms function reports to the CEO, versus 35% that say they report to marketing. This was followed by the chief operating officer (9%), strategy (7%) and human resources (5%).
PULSE LIMITED WAVEFORMS FROM INTERLEAVED MODE: AN ANALYSIS ON THE ACHIEVABLE ...michelescagliola
In this analysis it has been theoretically derived the expected speckle reduction that is achievable on the Low Resolution waveforms from an instrument operating in interleaved mode exploiting both approaches described above. The correlation function for the Poseidon-4 received power echoes has been computed and then it has been used to estimate the Equivalent Number of Looks (ENL) of the Pulse Limited waveform. The ENL is defined as the estimate of the effective number of statistically independent looks for the backscattered power and its upper bound is the actual number of single look echo waveforms that have been averaged together, so that as the ENL increases the speckle reduction increases.
Indian Dental Academy: will be one of the most relevant and exciting training center with best faculty and flexible training programs for dental professionals who wish to advance in their dental practice,Offers certified courses in Dental implants,Orthodontics,Endodontics,Cosmetic Dentistry, Prosthetic Dentistry, Periodontics and General Dentistry.
Here is the Latest September Edition of CineSprint E-Magazine. Ileana D'Curz in LAKME Fashion Week as a cover story and Special Story of Akshay Kumar, Venkatesh Daggubati Celebrating 30 Years in TFI. Special Interview with Chiyaan Vikram, and intresting stories like Rising Star, Grapevine News, Fashion & Lifestyle, Movie Reviews, Divas and Models at CineSprint Magazine.
Peter Crampton on public health in New Zealandmhjbnz
Prof Peter Crampton (Dean and Head of Campus, University of Otago Wellington)
specialist in public health medicine, argues that public health is a social, political, economic and justice issue, not a medical one. After charting the course of change to our health system since the 30’s, he urges every citizen to articulate in all their relationships (personal, professional, civil), their commitment to public health as a right of citizenship. He also agues that the goal of the public health system is to reduce inequalities and produce just outcomes for all New Zealanders.
http://dosomething.org.nz
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
An honest look at how digital and social media can be used to create tangible value for companies, customers and consumers.
Authors:
Magan Arthur & Rob Mallens
With inputs from:
Sumathi Venkitaraman,
Head, Marketing at CustomerXPs Software
www.customerxps.com
Ross Breadmore (Nixon McIness) and Kerryn Dinsdale (Senior PR Manager, Barclaycard) explain how the credit card company adopted social media and developed an effective social PR strategy.
Are We Engaged Yet - Measuring the Success of Social PRInfluence People
Katie Delahaye Paine explains how to measure the success of your social media PR activities, covering engagement metrics and models, processes and tools.
How to Plan and Implement a Social PR Strategy that works for Your OrganisationInfluence People
Philip Sheldrake (Influence Crowd/Meanwhile) explains how companies should plan and implement a social PR strategy that fits their needs and structure.
Tamara Walker explains how brands should engage with bloggers - providing guidance on how to approach them, how to engage with them and how to run a successful social PR campaign.
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
KD Paine - Are We Engaged Yet? How to Develop Your Engagement Metric
1. Monitoring Social Media, NYC
November 4, 2010
Katie Delahaye Paine
CEO
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Founding Fellow, Society for New Communications
Research, www.sncr.org
Member, IPR Measurement Commission,
www.instituteforpr.org
Are we engaged yet? How to develop your engagement
metric
2. Why Measure Engagement?
―The main reason to measure objectives is not so much to reward or punish
individual communications manager for success or failure as it is to learn from the
research whether a program should be continued as is, revised, or dropped in favor of
another approach ‖
James E. Grunig, Professor Emeritus, University of Maryland
―If we can put a man in orbit, why can’t we determine the effectiveness of our
communications? The reason is simple and perhaps, therefore, a little old-fashioned:
people, human beings with a wide range of choice. Unpredictable, cantankerous,
capricious, motivated by innumerable conflicting interests, and conflicting desires.‖
Ralph Delahaye Paine, Publisher, Fortune Magazine ,
1960 speech to the Ad Club of St. Louis
3. 10 Signs that it’s the end of theworld as we know it
1. AT&T responds to angry posts, rationally and kindly. ―People don't really expect a
response when they do leave some obscene kind of comment like that. But you want to
see why that person really said what they said.‖
2. Dell has 1000 people trained to listen to customers on line
3. 1 person --Dave Carroll (United Breaks Guitars) cost United $180M—the cost of more
than 51,000 replacement guitars.
4. The CEO of a hospital won a union battle via blogging.
5. Sodexo cut $300K out of its recruitment budget using Twitter
6. HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
7. A company in Utah used Social Media to reconnect ex-employees and tap into their
expertise.
8. State Farm got its CEO to blog & measurably increased job satisfaction
9. Employees with extensive digital networks are 7% more productive than their
colleagues
10. When announcing a major change, Disney used bloggers to by-pass main-stream media
and get its story out
4. Social Media Disrupts the Marketplace
CRM MKTG
ADV/DM/POS
Customer complaints
Activist boycotts
Competitors agenda
Negative experiences
5. It’s not just about marketing anymore
Conversations
Customer
Service
Marketing &
Sales
Competitive
Intelligence
IR HR
7. The definition of timely has changed
The definition of reach has changed -GRPs & Impressions are impossible to
count (an irrelevant) in social media
Demographics will soon be irrelevant
The definition of success has changed -- The answer isn’t how many you’ve
reached, but how those you’ve reached have responded
Page 7
Old School Communications 21st Century Role
Social Media renders everything you know about
measurement obsolete
8. Old School Metrics
AVEs
Eyeballs
HITS (How Idiots Track
Success)
Couch Potatoes
# of Twitter Followers
(unless you’re a celebrity)
# of Facebook
Friends/Fans (unless they
donate money)
Page 8
9. New School Metrics
Influence = The power or ability to affect
someone’s actions.
Engagement= Some action beyond zero
Advocacy = engagement driven by an
agenda
Sentiment = contextual expression of
opinion – regardless of tone
ROI: Return on Investment – no more no
less. End of discussion
Lower recruitment costs compared to adv.
Higher retention rate
Higher productivity
Greater efficiency
10. The New Engagement Decision Tree
Awareness Consideration Preference Trial Purchase
Find Observe/
Lurk
Participate Engage-ment Purchase/Act
/Link/WOM
11. The Phases of Engagement
I
m
p
r
e
s
s
i
o
n
s
Click thrus, Unique
visitors,
Likes
Repeat Visitors,
Twitter
followers,
Comments
Retweets,
Repeat
Comments.
Reposts,
Shares, Use
of hashtags,
@message
Registration,
Positive
sentiment,
NPS
Trial,
Purchase
Advocacy
1 2
1.5 2.5 3.5
3 4 5
4.5
0
12. Why you need a Kick-Butt Index?
Get clarity about what to measure
You decide what’s important:
Benchmark against peers and/or competitors
Track activities against KBI over time
Understand the cost of perfection vs. good enough
12
13. 7 Steps to data-based decisions making during times of change
1. Define your desired business
outcome
2. Listen to all stakeholders
3. Establish benchmarks
4. Define your Kick Butt Index
5. Be transparent, or at least
translucent
6. Be real
7. Measure success
13
14. KPIs lead to goals
Goal
Start
Exposure
Friends
Followers
Engagement
$$$
raised
+ +
Metrics
15. Engagement leads to one of three outcomes:
1. Marketing/leads/sales/
2. Mission/safety/civic engagement
3. Relationship/reputation/positioning
To fix this Or get to this
16. Goals drive metrics, metrics drive results
16
Reputation/
Relationships
Relationship scores
Recommendations
Positioning
Engagement
Get the word out
% hearing
% believing
% acting
Sales
Engagement Index
Cost per customer
acquisition
Web analytics
Sales leads
Marketing Mix Modeling
Goal
Metrics
17. Defining your Key Performance Indicators (KPIs)
17
You become what you measure, so pick your KPI carefully
The Perfect KPI
Gets you where you want to go (achieves corporate goals)
Is actionable
Continuously improves your processes
Is there when you need it
KPIs should be developed for:
Programs
Overall objectives
Different tactics
18. Step 6: Pick a measurement tool
Content analysis: Do they sound engaged?
Listening tools for places you can’t control
Evaluation tools for places you can control.
Survey research: Are they aware? Do they
feel engaged?
Web analytics: Do they act?
19. Step 6: Selecting a measurement tool
Objective KPI Tool
More efficient customer acquisition % decrease in cost per customer
acquisition
% increase in leads vs. activity
Web Analytics + CRM
Reduction in churn % renewal rate by activity
% repeat traffic
Web Analytics + CRM
Engage marketplace Conversation index greater than .8
Rankings
% increase in engagement
Web analytics or Content Analysis:
TypePad, Technorati
Omniture, Google Analytics
Communicate messages % of articles containing key
messages
Total opportunities to see key
messages
Cost per opportunity to see key
messages
Media content analysis –
19
20. Biggest trends
Integrations of various streams of data
Traditional + Social + Demographics+Web
Analytics+News+ Sentiment+Influence+Conversions
Priority shifts:
Online over traditional
Listening vs. monitoring
Correlations vs. counting
Beyond tone & sentiment analysis
21. Ask for money
Get Commitment
Manage Timing
Influence decisions
Get Outside help
Just Say No
Analysis - -Research without insight is just trivia
21
Image courtesy of www.powerpointninja.com
• Look for failures first
• Check to see what the competition is
doing
• Then look for exceptional success
• Compare to last month, last quarter,
13-month average
• Move resources from what isn’t
working to what is
22. Thank You!
For more information on measurement, read my
blog: http://kdpaine.blogs.com or subscribe to The
Measurement Standard:
www.themeasurementstandard.com
For a copy of this presentation go to:
http://www.kdpaine.com
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-682-0735