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Measuring Engagement
This document discusses measuring engagement across different marketing stages: acquisition, activation, referral, retention, and revenue. It provides examples of qualitative and quantitative metrics to track at each stage, such as positive comments, new leads, sales, and referrals. The document emphasizes defining relevant metrics for your business and ignoring low-value ones. It also provides sample campaign goals and metrics for increasing loyalty, satisfaction, authority, online and offline sales. The key takeaways are that driving traffic alone may not convert, goals should be defined using appropriate metrics, and low-returning channels/strategies should be filtered out.
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Measuring Engagement
- 1. MEASURING ENGAGEMENT TJ Tee DigitalMarketing Evangelist Integricity Corporation
- 4. Acquisition Activation of stuff happens here Lots Referral Retention Revenue
- 5. Acquisition Activation Referral Retention Revenue PR, campaigns, Home page, landing Sales, leads, Retweets, affiliates, contests, SEO/SEM, pages, product subscriptions, contests, EDMs, widgets, affiliates, blogs, features affiliate revenue viral marketing EDM, widgets, social media, banner ads, SMS/MMS
- 6. Know what youwant to track • Driving engaged traffic to a website/landing page doesn’t guarantee any return • Define metrics that are relevant for your business: • Targeted clicks, sign-ups, downloads • New leads/sales • Ignore low-value metrics like: • Number of followers/fans/friends • PageRank, Alexa rank
- 7. Goals & objectives Qualitative Quantitative • Loyalty • Sales • Trust • Leads • Passion • Qualified users • Interaction • Sign-ups • Satisfaction • Referrals • Authority • Targeted clicks • Feedback • Downloads • Brand awareness • Video views/shares
- 8. Qualitative measures Campaign –Build loyalty and trust • Execution: • Engage with customers who mention your company/product on Twitter or Google • Success metrics: • # Positive comments sent to customers per week • # Conversations that started from a comment • Goal • x# Positive conversations about your company/product per week • x# Positive blog posts about your company/product per month
- 9. Qualitative measures Campaign –Increase customer satisfaction • Execution: • Engage with customers/prospects and ask what they would like from you • Success metrics: • # New useful/good suggestions • # Suggestions you implement • Goal • x# Suggestions collected per month and # you actually implement
- 11. Qualitative measures Campaign –Increase authority • Execution: • Blog about stuff you’re an expert on by writing authoritative content (first) and promoting your company (second) • Success metrics: • # Influential blogs linking to your content • # Organic visitor traffic per month • # Traffic that converts into sales • Goal • x% of organic referral traffic per month • x$ sales attributable to referrals from blog per month
- 13. Quantitative measures Campaign –Increase offline sales • Execution: • Promotion on a social media platform (e.g. Facebook) Participants get a print-out voucher to redeem offline • Success metrics: • Monthly sales • Monthly store traffic (walk-in) • Goal • x$ Monthly sales • x% Increase in store traffic over pre-promotion period
- 15. Quantitative measures Campaign –Increase online sales • Execution: • Use Twitter to inform prospects about exclusive time- limited promos • Success metrics: • Monthly sales attributable directly to Twitter • New customers attributable directly to Twitter • Monthly revenue generated from customers originally from Twitter • Goal • x$ Monthly sales directly attributable to Twitter
- 17. Google Alerts Google.com/alerts
- 18. Google Analytics: AdvancedSegments
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- 21. Measurement scorecard (sample) Stage Conversion Conv Est value (%) (RM) Acquisition Visitors to site/widget/landing page 60 0.10 Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce Activation Happy 1st visit, use the site, sign-up 15 0.25 Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage Retention Users come back, multiple visits 5 0.50 Eg: 1-3x visits/mth; email/feed open rate / CTR Referral Users refer others 1 1.00 Eg: Cust satisfaction >=8; viral K factor > 1; Revenue Users Pay / Generate $$$ 2 5.00 Eg. Sale, affiliate revenue
- 22. Key takeaways 1. Drivingtargeted traffic from social media sources is only half the challenge if you’re trying to sell something 2. Define quantitative and qualitative goals & objectives and create campaigns/strategies using these metrics 3. Filter out channels and strategies that don’t get good returns. Repeat.