A New Framework For Measuring Social Media Activity
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- Kathlyn McDaniel
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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 SPECIFIC REASONS WHY? COMPANY SPECIFIC REASONS STANDARDISATION OPTIMISATION BENCHMARKING
5 2. Introducing the iab framework
6 the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages
7 intent intent Without clearly defined 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 Your intent should dictate which KPIs are most pertinent To build brand awareness? To generate buzz, advocacy or WOM? To generate brand engagement? To shift consumer perceptions? To influence key opinion formers? To generate leads or build prospect base? To stimulate dialogue or relationship with prospects 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 action advocacy Define and measure core KPI metrics by social media platform (soft metrics & hard financials) awareness Awareness of social media platform action Solicits a response or influences purchase behaviour in some way APPRECIATION appreciation Engagement and appreciation of social media platform advocacy Creates WOM or stimulates advocacy 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 WOM might focus more on awareness, appreciation and advocacy metrics Activity designed to generate leads may be much more weighted towards action metrics
12 benchmark benchmark Without comparative 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 Now for some interesting but fairly meaningless metrics URANUS! Uranus approximate density is 1.27 grams per cubic centimeter Atmosphere: 82.5% molecular 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, 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 social media activity compare to other marketing channels? ADVERTISING EVENT MARKETING DIRECT MARKETING Only compare with other channels which share similar objectives, otherwise it s not comparing like-for-like PUBLIC RELATIONS SALES PROMOTION CUSTOMER BASE MARKETING COMPARATIVE CHANNEL BENCHMARKIN G SOCIAL MEDIA CRM E- MARKETING
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 period? Time
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 action advocacy Define and measure core KPI metrics by social media platform (soft metrics & hard financials) awareness Cost per Impression (CPI) action Cost per Lead (CPL) APPRECIATION appreciation Cost per Engagement (CPE) advocacy Cost per Referral (CPR)
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 SOCIAL MEDIA PLATFORM INTENT AWARENESS APPRECIATION ACTION ADVOCACY Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Social network (e.g. community forum, fan page) SOFT METRICS FINANCIAL Search rankings # of fans Website referrals # of bookmarks Referrals from brand website # of subscribers Call centre enquiries # of status updates Unique visitors # of comments Brochure requests Share This metrics Reach # of discussion threads Coupons downloaded Impressions Interaction rates Handraiser registrations # of active users Poll votes Page views Videos viewed Return visits Dwell time # of competition entries UGC uploads/submissions Cost per Impression (CPI) Cost per unique visitor Cost per Engagement (CPE) Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Reduction in call centre costs Retention rates Cost per Referral (CPR) Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class
25 blog KPIs that other metrics may be more appropriate depending on your intent for such act i a b SOCIAL MEDIA PLATFORM INTENT AWARENESS APPRECIATION ACTION ADVOCACY Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Blog SOFT METRICS Unique visitors RSS subscribers Website referrals (onward clicks) # of tweets/retweets per post subscribers Impressions (to blog posts) Brochure requests Digg/Stumbleupon/Reddit Search rankings Comment subscribers Handraiser registrations Share this metrics Referrals from brand website Inbound links, trackbacks, pingbacks Call centre enquiries No. of inbound links Page views Most popular posts # of comments Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class FINANCIAL Cost per Impression (CPI) Cost per Engagement (CPE) Cost per Lead (CPL) 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 Cost per Referral (CPR)
26 microblogging KPIs i a b AWARENESS APPRECIATION ACTION ADVOCACY SOCIAL MEDIA PLATFORM INTENT Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Microblogging SOFT FINANCIAL Impressions # of followers Website referrals # of retweets Search rankings # of lists Call centre enquiries influence ranking Referrals from brand website # Brochure requests Cost per Impression (CPI) # of DMs Handraiser registrations % Visit Rate (% of followers who click on a link) Anecdotal sentiment Cost per Engagement (CPE) Cost per follower Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Reduction in call center costs Average purchase value Cost per Referral (CPR) Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class
27 blogger outreach KPIs i a b AWARENESS APPRECIATION ACTION ADVOCACY SOCIAL MEDIA PLATFORM INTENT Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Blogger outreach SOFT FINANCIAL # of blog posts # of bloggers attending event Website referrals Digg/Stumbleupon/Reddit # of tweets Sentiment analysis Call centre enquiries # of tweets/retweets # of responses # of comments Brochure requests Search rankings Sentiment analysis Handraiser registrations Cost per Impression (CPI) Cost per Engagement (CPE) Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Cost per Referral (CPR) Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class
28 app/widget KPIs i a b SOCIAL MEDIA PLATFORM INTENT AWARENESS APPRECIATION ACTION ADVOCACY Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Application/widget (eg facebook/ iphone/ desktop app) SOFT METRICS Search rankings # of downloads/install Website referrals Send to a friend Apps ranking Interaction rates Call centre enquiries # of status updates Press coverage (column inches, articles, blog Repeat visits Brochure requests posts) Usage lifecycle Handraiser registrations # of active users Poll votes Page views Videos viewed Dwell time # of competition entries UGC uploads/submissions Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class FINANCIAL Cost per Impression (CPI) Cost per Engagement (CPE) Cost per install Cost per engagement Cost per Lead (CPL) Cost per lead Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Cost per Referral (CPR)
29 sharing KPIs i a b AWARENESS APPRECIATION ACTION ADVOCACY SOCIAL MEDIA PLATFORM INTENT Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Sharing (video/photos) FINANCIAL SOFT METRICS Impressions # of plays Website referrals # of tweets/retweets Comparative stats from: # of blog posts/ - similar social media online articles Play duration Call centre enquiries Digg/Stumbleupon/Reddit platform/similar historical Search rankings # of comments Brochure requests # of s 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 uploads/submissions Memes/spin offs advertising) customer rankings - competitor activity - non-sector specific/best in class Cost per Impression (CPI) Cost per Engagement (CPE) Cost per play Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Cost per Referral (CPR)
30 SM advertising KPIs i a b AWARENESS APPRECIATION ACTION ADVOCACY SOCIAL MEDIA PLATFORM INTENT Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Social media advertising SOFT FINANCIAL CTRs Banner interactions Website referrals Call centre enquiries Brochure requests Cost per Impression (CPI) Cost per Engagement (CPE) Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Cost per Referral (CPR) Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class
31 podcasting KPIs i a b AWARENESS APPRECIATION ACTION ADVOCACY SOCIAL MEDIA PLATFORM INTENT Awareness of social media platform Brand engagement and appreciation of social media platform Solicits a response or influences purchase behaviour in some way Creates word of mouth and stimulates advocacy BENCHMARKS Podcasting FINANCIAL SOFT unique visitors # of podcast subscribers Website referrals # of embeds impressions Brochure requests Share this metrics Handraiser registrations Cost per Impression (CPI) Cost per Engagement (CPE) Cost per Lead (CPL) Incremental sales Cost per incremental sale Frequency of purchase Average purchase value Cost per Referral (CPR) Comparative stats from: - similar social media platform/similar historical campaigns - other social media platforms - non social media platforms (e.g. direct mail/banner advertising) - competitor activity - non-sector specific/best in class
32 3. Putting theory into practice
33 Infiniti Europe case study
34 intent intent Establish intentions and objectives in order to define which KPIs are most pertinent Reach out and empower key opinion formers to talk passionately about Infiniti coming to Europe, so that our prospects get to hear about us
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 was not designed to be particularly viral so advocacy metrics not as important as appreciation and action. 20% 10% 50% 20% Awareness Appreciation Action Advocacy
37 the 4 As awareness appreciation action advocacy Define and measure core KPI metrics by social media platform (soft metrics and hard financials) awareness # of blog posts Search rankings action CTRs Website referrals Cost per lead (CPL) appreciation # of plays # of comments Cost per engagement (CPE) advocacy # of s # of embeds
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 Territory Video sharing sites Blogger outreach Total Plays France 42,197 71, ,234 Germany 53,097 72, ,550 Italy 43,844 70, ,132 Spain 281,319 71, ,570 UK 42, , ,528 TOTAL 463, , ,014 HARD FINANCIALS 52% of views completely organic (free media) Only 0.11 CPE (Cost per Engagement) For every 100 invested in campaign it generated 848 plays
41 action CTRs action SOFT METRICS Territory CTR (%) Blogger Outreach only CTR (total) Blogger outreach only France 7.9% 5,614 Germany 9.1% 6,602 Italy 8.5% 6,003 Spain 4.4% 3,099 UK 1.6% 2,240 HARD FINANCIALS 4 CPL (Cost per Lead) For every 100 invested in campaign it generated 24 web referrals TOTAL 5.5% 23,558
42 benchmark action appreciation advocacy appreciation CTR of nearly 2x 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,
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