Measuring engagement

1. MEASURING ENGAGEMENT
TJ Tee
Digital Marketing 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 you want 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: Advanced Segments

19. Peashoot
Peashootapp.com

20. Facebook Pages: Insights

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. Driving targeted 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.