The campaign was successful according to the following metrics: 1. It integrated paid, earned, and owned media platforms to develop socially focused key performance indicators (KPIs) that measured engagement, awareness, performance, fan growth, and conversation. 2. New KPIs were developed that measured these areas across different platforms, including interactions on paid platforms like Facebook ads and surveys, mentions and shares on earned platforms like Twitter, and views and likes on owned platforms like websites and Facebook pages. 3. The KPIs provided data on the campaign's success in driving engagement, reaching people, performing to goals, growing fans, and generating conversations across multiple integrated owned, paid, and earned channels.

20. So…can
you
tell
me
if
the
campaign
was
successful?
Of
course
it
was.

21. Integrated KPIs
Develop socially focused KPIs, integrating Paid, Earned and Owned
platforms as data sources.
1. Engagement
Paid
2. Awareness
3. Performance Earned Owned
4. Fan Growth
5. Conversation KPIs
21

22. New Key Performance Indicators
Engagement
Awareness
Performance
Fan
Growth
Conversa6on
PAID
Interac<on
Impressions
Click
Through
Rate
Likes
Self-­‐Reported
Cost
Per
Display
View
Through
Post
Click
FB
EA
Post
View
Search
Interac<on
Rate
Surveys
Gaming
OWNED
Added
App
Page
Views
Likes
Outbound
referrals
Video
Views
SMS
opt-­‐ins
TAE
Site
Interac<ons
Time
Spent
eMail
opt-­‐ins
FB
FP
Favorites
Self-­‐reported
YouTube
Ra<ngs
Unique
visitor
Mobile
Like
Surveys
EARNED
Like
Impressions
Fan
Page
Likes
Volume
Comment
Subscribers
Sen<ment
TwiRer
Share
Followers
Source
FB
Wall
Retweet
Influencers
YouTube
Reblog
WOM
Click
Through
AXE
Voice
UGC
Blogger
Outreach
22