This document summarizes a presentation by Jenni Lloyd of NixonMcInnes about measuring the impact of online engagement. It discusses establishing objectives for social media use, mapping metrics to objectives, selecting appropriate key performance indicators, analyzing correlated data over time, segmenting engaged audiences, and setting targets. The presentation provides takeaways about focusing on insights rather than tools, regularly reviewing objectives and metrics, creating benchmarks to evaluate campaign impact, and using social data to understand audiences and programming.

1. © nixonmcinnes 2010
jenni lloyd / nixonmcinnes
AMA digital marketing day /
london / nov 2010
valuing the impact of online engagement
http://www.flickr.com/photos/worldofoddy/455849076/
http://www.flickr.com/photos/reidab/4395539827/

2. © nixonmcinnes 2010
http://www.flickr.com/photos/minafresh-amanda/53443429/
I’m Jenni Lloyd -
designer, geek, tea
drinker, mother
and strategist

3. © nixonmcinnes 2010
Who are NixonMcInnes?
http://www.flickr.com/photos/sjdunphy/604473681/
a democratically-run consultancy helping large
organisations develop better relationships with
the people who matter to them

4. © nixonmcinnes 2010
digital tools
social
behaviours

5. © nixonmcinnes 2010
Why am I here?
British Library / Science Museum / Birmingham Museums & Art Gallery / Tate / British Museum / Kew /
National Maritime Museum / Imperial War Museum / National Portrait Gallery / Watershed / Royal
Shakespeare Company / National Museums Scotland / National Museums Wales / Design Museum /
National Gallery / English Heritage / DCMS / Arts Council of England / Heritage Lottery Fund /
Museums Libraries & Archives Council (MLA) / University of Leicester / Nesta
23partners
Action Research Project
“How to measure success online?”

6. © nixonmcinnes 2010
Today I will mostly be sharing…
A framework for measuring social media
A little bit about measuring conversation
Some ideas for capturing and visualising conversation
http://www.flickr.com/photos/nhall/969344378/

7. © nixonmcinnes 2010
Don’t drown in numbers
http://www.flickr.com/photos/sjdunphy/604473681/
Actionable
insight!

8. © nixonmcinnes 2010
http://www.flickr.com/photos/annnna/2228189828
Why are you doing what you’re doing?

9. © nixonmcinnes 2010
First, agree on what you’re trying to achieve
External Internal
1. Increase brand
awareness within target
audiences
2. Turn audiences into
advocates
3. Engage with and
influence target
audiences
1. Protect your brand
reputation
2. Turn employees into
advocates
3. Reduce the cost of
attracting visitors
http://www.flickr.com/photos/peterfuchs/1239399915

10. © nixonmcinnes 2010
Next, map outcomes to those objectives
External
1. Increase brand
awareness amongst
target audiences
= More people finding you
online
2. Turn audiences into
advocates
= People talking and telling
others about you online
3. Engage with and
influence our target
audiences
= People actively engaging
with you online
http://www.flickr.com/photos/

11. © nixonmcinnes 2010
http://www.flickr.com/photos/
Next, map outcomes to those objectives
Internal
1. Protect brand reputation = Fewer negative brand mentions online; fast
response to any that occur
2. Turn our employees into
advocates
= Trained, empowered staff initiating & responding
to conversations
Staff across touchpoints being aware of and
promoting brand in social spaces
Staff generating compelling, conversation-worthy
content and sharing it in social spaces
3. Reduce cost of sales = Brand activity supports paid search to create cost
efficient traffic
Improvement in organic ranking

12. © nixonmcinnes 2010
Figure out what you could measure
Facebook
Page views
New fans
Likes
Comments
Interactions per week
Active fans
Twitter
New followers
@replies
Retweets
YouTube
Channel subscribers
Channel views
Total upload views
Comments on videos
Forums
Page views
Unique visitors
Threads
Replies
Referrals to websites
Buzz
Mentions
Message resonance
Sentiment
Share of Voice
Brand
Perception
Awareness
Preference
Satisfaction
Brand searches
Web/blog traffic
Click throughs
Visits referred
Repeat visits
Content
views/downoads
Behaviour
Sales
Registration
Conversion
Cost per lead
Value per sale
http://www.flickr.com/photos/hangdog/25867917/
Which ones can
illustrate your
outcomes?

13. © nixonmcinnes 2010
http://www.flickr.com/photos/worldofoddy/455849076/
Put the right metrics in the right buckets
Protect brand
reputation
Outcomes
Fewer negative brand
mentions.
Fast response to
enquiries.
Increase brand
awareness
Outcomes
More people finding
us in social spaces.
Drive
consideration
Outcomes
More brand term
searches, more traffic /
sales referred from
social channels.
Turn customers
into advocates
Outcomes
People talking
positively & telling
others about us
online.
KPIs
• # negative brand
mentions.
• Av response time
KPIs
• Facebook Page
views
• YouTube video
views
• # brand searches
KPIs
• # brand searches
• % new visits referred
from social channels.
KPIs
• Increased positive
mentions
• Increase share of
voice
• Facebook likes
• interactions per post
• YouTube embeds
• RTs / @replies

14. © nixonmcinnes 2010
Correlation not causation (probably)
http://www.flickr.com/photos/daynoir/2181296740/
Overlay data sets
& annotate activity
Graphs from Oliver Blanchard, the BrandBuilder
http://www.slideshare.net/asevillia/oliver-blanchards-basics-of-social-media-roi

15. © nixonmcinnes 2010
http://www.flickr.com/photos/sea-turtle/4955231903
Segment the socially engaged traffic
Look for
differences
in behaviour

16. © nixonmcinnes 2010
http://www.flickr.com/photos/corneveaux/2496872324
Give yourself a target!

17. © nixonmcinnes 2010
Take-aways
Measuring social media activity shouldn’t
be about the tools; social technologies
are tools to better help you achieve your
objectives.
It’s easy to get lost in the increasing
number of stats available, but focus on
why you’re using them and generating
insight you can act on.
http://www.flickr.com/photos/

18. © nixonmcinnes 2010
Take-aways
The objectives and metrics used will
need to be scrutinised, amended and
added to over time.
Keeping a monthly log should be enough,
otherwise it becomes too time consuming.
Before campaigns/events create
benchmark reports and evaluate change
after to judge the impact the activity had.
http://www.flickr.com/photos/

19. © nixonmcinnes 2010
Listening in
Reputation
management
How much?
Happy or unhappy?
Should we care?
What has an impact?
?

20. © nixonmcinnes 2010
What kind of sites host
conversations about us?
Audience
insight
How much chatter compared to our competitors?
Which sites are important/successful -
how can we build relationships?

21. © nixonmcinnes 2010
A story about TV
Back in the days of three
channels, telly was communal.
We all watched the same thing -
& talked about it the next day.
Programmes were events.
http://www.digital-tv.co.uk/blog/wp-content/uploads/2008/11/totp-300x276.jpg

22. © nixonmcinnes 2010
Sharing experiences online
http://www.digital-tv.co.uk/blog/wp-content/uploads/2008/11/totp-300x276.jpg
but now we have 100s
of channels people
are finding new ways
of sharing telly events

23. © nixonmcinnes 2010
http://www.guardian.co.uk/football/world-cup-match-replay
and because the
conversation’s taking
place on an open
platform we can start
extracting the data and
doing interesting
things with it

24. © nixonmcinnes 2010
http://datacopter.labs.nixmc.com/static/bb11/
We can understand
how people are
watching TV and
‘hear’ what they
think as they tweet it

25. © nixonmcinnes 2010
http://howtosavebillions.channel4.com
We can build
conversations into
programming and get
live feedback on air

26. © nixonmcinnes 2010
Thank you for listening :)
twitter.com/jennilloyd
http://www.flickr.com/photos/worldofoddy/455849076/