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Metrics That Matter
by Sparkloft Media
HOW TO DEFINE, MEASURE & ACHIEVE THEM
© 2014 Sparkloft Media @Sparkloft© 2014 Sparkloft Media
A little about the speakers
@Sparkloft
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Brag much?
Social Media
Strategy
App Design and
Development
Social Media
Campaigns
Social Ad
Buys
Community
Management
Training and
Speaking
21
Languages
spoken
80+
Satisfied
customers
27
Team
members
45,000+
Hours spent annually

on social media
@Sparkloft
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Getting on the same page
Goal
travel around the world
Objective
visit at least 100 countries by the age of 50
KPIs
total countries visited, countries visited per year
Method of measurement
counting unique country stamps in the passport
@Sparkloft
© 2014 Sparkloft Media @Sparkloft
!
MOST
COMMON
GOALS
Awareness
Interest
Intent
Action
Customer Satisfaction
Advocacy
Efficiency
© 2014 Sparkloft Media @Sparkloft
!
SMART

OBJECTIVES
Specific
Measurable
Actionable
Relevant
Time-related
© 2014 Sparkloft Media @Sparkloft
Goal vs Objective
Objective
increase awareness of [Destination]
in key international markets (UK,
Ireland, Australia, New Zealand) by
10% in the next 6 months
Goal
destination awareness
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Key Performance Indicators
@Sparkloft
© 2014 Sparkloft Media @Sparkloft
A PROCESS FOR SUCCESS
© 2014 Sparkloft Media @Sparkloft
2
3
4
5
Objective
Key Performance
Indicators (KPIs)
Strategy
Tactics
In an orderly fashion
6 Measurement
1 Goal
© 2014 Sparkloft Media @Sparkloft
AWARENESS
© 2014 Sparkloft Media @Sparkloft
Awareness KPIs
1 Reach (Organic/Viral/Paid)
2 Demographics & Markets
3
Fan Acquisition (Change
in Page Growth Rate)
4 Click-Throughs
5 Referral Traffic
6 Publishing Volume
7 Earned Media
8 Other
© 2014 Sparkloft Media @Sparkloft
How to make it work
Campaigns with
Low Barrier to Entry
Social
Partnerships
Media
Buy
Campaigns with a
WOW factor
© 2014 Sparkloft Media @Sparkloft
EARNED MEDIA
© 2014 Sparkloft Media @Sparkloft
1
2
3
4
Media/Influencer Mentions
Media Impressions
Story Type
Website/Blogger Tier
Earned media KPIs
5 Visuals
6 Reader Response
7 Client Mentions
8 Other
© 2014 Sparkloft Media @Sparkloft
Earned media case study
© 2014 Sparkloft Media @Sparkloft
Earned media case study
10
posts from blogger
$250
1 blog post
x = $2,500
Ad equivalency
$.027
Industry average
per impression
50,000
Circulation
(readership)
x =
$1,350
Ad equivalency
$3,850
Ad equivalency just
from the blog posts
+
© 2014 Sparkloft Media @Sparkloft
New media model
Judiaann Woo
Director, Global Communications, Travel Oregon
Points 0 1 2
Story Type Mention / Roundup Dedicated Posts
Website / Blog Tier Tier 2 Tier 1
Visuals No One Photo
Multiple Photos/
Videos
Reader Response Not Relevant Positive Inspired Travel
Travel Oregon Mention None Mention Mention & Link
TOTAL HIGH = 10
© 2014 Sparkloft Media @Sparkloft
INTEREST
© 2014 Sparkloft Media @Sparkloft
Interest KPIs
1 Share of Mind
2 Link Click-Throughs
3 Engagement #’s (Shares/Likes/Comments)
4 Engagement Rate
5 Other
© 2014 Sparkloft Media @Sparkloft
Interest case study
© 2014 Sparkloft Media @Sparkloft
How to make it work
Engagement
Campaigns
Storytelling and
Story Instigating
Media
Buy
Campaigns with a
WOW factor
Engaging
Content
© 2014 Sparkloft Media @Sparkloft
INTENT
© 2014 Sparkloft Media @Sparkloft
Intent KPIs
1
2
3
Volume of Conversation
Sentiment of Conversation
Intent to ______
Other4
© 2014 Sparkloft Media @Sparkloft
Intent case study
© 2014 Sparkloft Media @Sparkloft
Intent case study
“Did the campaign motivate you to
travel to or within Oregon during the
campaign period?”
© 2014 Sparkloft Media @Sparkloft
ACTION
© 2014 Sparkloft Media @Sparkloft
Action KPIs
1 Direct/Assisted Bookings
2 Surveys filled out
3 Newsletter Signups
4 Conference Registrations
5 Conference Bookings
6 App Downloads
7 ROI
8 Others?
© 2014 Sparkloft Media @Sparkloft
Action case study
3,066
total claims
2,000%
ROI in 72 hours
© 2014 Sparkloft Media @Sparkloft
Action case study
1
Referral
25% Conversion
2
Social
Network
3
Paid
Advertising
4
Email
25% 25%25%
© 2014 Sparkloft Media @Sparkloft
CUSTOMER SATISFACTION
© 2014 Sparkloft Media @Sparkloft
Customer satisfaction KPIs
1 Inquiries Addressed
3 Sentiment of Engagement
4 Engagement by Topic
5 Time to Resolution
6 Other
2 Inquiries Addressed without Escalation
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
One-On-One
Daily Interactions
140
Twitter
Responses
40
Facebook
wall posts
742
Facebook
Comments
16
Facebook
direct messages
100+
Spam
Messages
On Average Per Month
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
Customer Service Food and Beverages
Prices
37.5
75
112.5
150
Jul Aug Sep Oct
30
60
90
120
Jul Aug Sep Oct
10
20
30
40
Jul Aug Sep Oct
Positive Negative
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
PERCEPTION
TASTE
FUNCTIONALITY
MOST DISCUSSED
ATTRIBUTES
© 2014 Sparkloft Media @Sparkloft
ADVOCACY
© 2014 Sparkloft Media @Sparkloft
1 Engagement
2 Engagement Rate
3 Influencer Engagement
4 Volume of Fan Advocacy
Advocacy KPIs
5 Other
© 2014 Sparkloft Media @Sparkloft
Advocacy case study
RELATIONSHIPS
Engaging Influencers
© 2014 Sparkloft Media @Sparkloft
Advocacy case study
Special Treatment
© 2014 Sparkloft Media @Sparkloft
How to make it work
Influencer
Programs
Fan SpecialsLoyalty Programs
One-On-One
Interactions
© 2014 Sparkloft Media @Sparkloft
EFFICIENCY
© 2014 Sparkloft Media @Sparkloft
1
2
3
Call & E-Mail Volume Reduction
Electronic Resource Downloads
Addition of New Platforms
Efficiency KPIs
© 2014 Sparkloft Media @Sparkloft
Efficiency case study
% of people who say they would have
called otherwise
X average cost per call
# of unique customers who
complained on Twitterx
= money saved in call center costs
© 2014 Sparkloft Media @Sparkloft
METHODS OF
MEASUREMENT
© 2014 Sparkloft Media @Sparkloft
Efficiency
Advocacy
Custom
erSatisfaction
Action
Intent
Interest
Awareness
Measurement
Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔
Survey ✔ ✔ ✔ ✔ ✔
In-built platform analytics ✔ ✔ ✔
3rd party social media
meausrement tools
✔ ✔ ✔ ✔ ✔ ✔ ✔
Google Analytics ✔ ✔ ✔
Qualitative research/
measurement system
✔ ✔ ✔
Ad equivalency ✔ ✔
Goals/ Methods
of measurement
© 2014 Sparkloft Media @Sparkloft
ONE FINAL EXERCISE
© 2014 Sparkloft Media @Sparkloft
WHAT METRICS MATTER
TO YOU?
© 2014 Sparkloft Media @Sparkloft
Put on your thinking caps
Download our cheat sheet HERE
© 2014 Sparkloft Media @Sparkloft
Let’s stay in touch
Twitter
!
Facebook
!
Pinterst
!
LinkedIn

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Metrics that matter

  • 1. Metrics That Matter by Sparkloft Media HOW TO DEFINE, MEASURE & ACHIEVE THEM
  • 2. © 2014 Sparkloft Media @Sparkloft© 2014 Sparkloft Media A little about the speakers @Sparkloft
  • 3. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Brag much? Social Media Strategy App Design and Development Social Media Campaigns Social Ad Buys Community Management Training and Speaking 21 Languages spoken 80+ Satisfied customers 27 Team members 45,000+ Hours spent annually
 on social media @Sparkloft
  • 4. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Getting on the same page Goal travel around the world Objective visit at least 100 countries by the age of 50 KPIs total countries visited, countries visited per year Method of measurement counting unique country stamps in the passport @Sparkloft
  • 5. © 2014 Sparkloft Media @Sparkloft ! MOST COMMON GOALS Awareness Interest Intent Action Customer Satisfaction Advocacy Efficiency
  • 6. © 2014 Sparkloft Media @Sparkloft ! SMART
 OBJECTIVES Specific Measurable Actionable Relevant Time-related
  • 7. © 2014 Sparkloft Media @Sparkloft Goal vs Objective Objective increase awareness of [Destination] in key international markets (UK, Ireland, Australia, New Zealand) by 10% in the next 6 months Goal destination awareness
  • 8. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Key Performance Indicators @Sparkloft
  • 9. © 2014 Sparkloft Media @Sparkloft A PROCESS FOR SUCCESS
  • 10. © 2014 Sparkloft Media @Sparkloft 2 3 4 5 Objective Key Performance Indicators (KPIs) Strategy Tactics In an orderly fashion 6 Measurement 1 Goal
  • 11. © 2014 Sparkloft Media @Sparkloft AWARENESS
  • 12. © 2014 Sparkloft Media @Sparkloft Awareness KPIs 1 Reach (Organic/Viral/Paid) 2 Demographics & Markets 3 Fan Acquisition (Change in Page Growth Rate) 4 Click-Throughs 5 Referral Traffic 6 Publishing Volume 7 Earned Media 8 Other
  • 13. © 2014 Sparkloft Media @Sparkloft How to make it work Campaigns with Low Barrier to Entry Social Partnerships Media Buy Campaigns with a WOW factor
  • 14. © 2014 Sparkloft Media @Sparkloft EARNED MEDIA
  • 15. © 2014 Sparkloft Media @Sparkloft 1 2 3 4 Media/Influencer Mentions Media Impressions Story Type Website/Blogger Tier Earned media KPIs 5 Visuals 6 Reader Response 7 Client Mentions 8 Other
  • 16. © 2014 Sparkloft Media @Sparkloft Earned media case study
  • 17. © 2014 Sparkloft Media @Sparkloft Earned media case study 10 posts from blogger $250 1 blog post x = $2,500 Ad equivalency $.027 Industry average per impression 50,000 Circulation (readership) x = $1,350 Ad equivalency $3,850 Ad equivalency just from the blog posts +
  • 18. © 2014 Sparkloft Media @Sparkloft New media model Judiaann Woo Director, Global Communications, Travel Oregon Points 0 1 2 Story Type Mention / Roundup Dedicated Posts Website / Blog Tier Tier 2 Tier 1 Visuals No One Photo Multiple Photos/ Videos Reader Response Not Relevant Positive Inspired Travel Travel Oregon Mention None Mention Mention & Link TOTAL HIGH = 10
  • 19. © 2014 Sparkloft Media @Sparkloft INTEREST
  • 20. © 2014 Sparkloft Media @Sparkloft Interest KPIs 1 Share of Mind 2 Link Click-Throughs 3 Engagement #’s (Shares/Likes/Comments) 4 Engagement Rate 5 Other
  • 21. © 2014 Sparkloft Media @Sparkloft Interest case study
  • 22. © 2014 Sparkloft Media @Sparkloft How to make it work Engagement Campaigns Storytelling and Story Instigating Media Buy Campaigns with a WOW factor Engaging Content
  • 23. © 2014 Sparkloft Media @Sparkloft INTENT
  • 24. © 2014 Sparkloft Media @Sparkloft Intent KPIs 1 2 3 Volume of Conversation Sentiment of Conversation Intent to ______ Other4
  • 25. © 2014 Sparkloft Media @Sparkloft Intent case study
  • 26. © 2014 Sparkloft Media @Sparkloft Intent case study “Did the campaign motivate you to travel to or within Oregon during the campaign period?”
  • 27. © 2014 Sparkloft Media @Sparkloft ACTION
  • 28. © 2014 Sparkloft Media @Sparkloft Action KPIs 1 Direct/Assisted Bookings 2 Surveys filled out 3 Newsletter Signups 4 Conference Registrations 5 Conference Bookings 6 App Downloads 7 ROI 8 Others?
  • 29. © 2014 Sparkloft Media @Sparkloft Action case study 3,066 total claims 2,000% ROI in 72 hours
  • 30. © 2014 Sparkloft Media @Sparkloft Action case study 1 Referral 25% Conversion 2 Social Network 3 Paid Advertising 4 Email 25% 25%25%
  • 31. © 2014 Sparkloft Media @Sparkloft CUSTOMER SATISFACTION
  • 32. © 2014 Sparkloft Media @Sparkloft Customer satisfaction KPIs 1 Inquiries Addressed 3 Sentiment of Engagement 4 Engagement by Topic 5 Time to Resolution 6 Other 2 Inquiries Addressed without Escalation
  • 33. © 2014 Sparkloft Media @Sparkloft Satisfaction case study One-On-One Daily Interactions 140 Twitter Responses 40 Facebook wall posts 742 Facebook Comments 16 Facebook direct messages 100+ Spam Messages On Average Per Month
  • 34. © 2014 Sparkloft Media @Sparkloft Satisfaction case study Customer Service Food and Beverages Prices 37.5 75 112.5 150 Jul Aug Sep Oct 30 60 90 120 Jul Aug Sep Oct 10 20 30 40 Jul Aug Sep Oct Positive Negative
  • 35. © 2014 Sparkloft Media @Sparkloft Satisfaction case study PERCEPTION TASTE FUNCTIONALITY MOST DISCUSSED ATTRIBUTES
  • 36. © 2014 Sparkloft Media @Sparkloft ADVOCACY
  • 37. © 2014 Sparkloft Media @Sparkloft 1 Engagement 2 Engagement Rate 3 Influencer Engagement 4 Volume of Fan Advocacy Advocacy KPIs 5 Other
  • 38. © 2014 Sparkloft Media @Sparkloft Advocacy case study RELATIONSHIPS Engaging Influencers
  • 39. © 2014 Sparkloft Media @Sparkloft Advocacy case study Special Treatment
  • 40. © 2014 Sparkloft Media @Sparkloft How to make it work Influencer Programs Fan SpecialsLoyalty Programs One-On-One Interactions
  • 41. © 2014 Sparkloft Media @Sparkloft EFFICIENCY
  • 42. © 2014 Sparkloft Media @Sparkloft 1 2 3 Call & E-Mail Volume Reduction Electronic Resource Downloads Addition of New Platforms Efficiency KPIs
  • 43. © 2014 Sparkloft Media @Sparkloft Efficiency case study % of people who say they would have called otherwise X average cost per call # of unique customers who complained on Twitterx = money saved in call center costs
  • 44. © 2014 Sparkloft Media @Sparkloft METHODS OF MEASUREMENT
  • 45. © 2014 Sparkloft Media @Sparkloft Efficiency Advocacy Custom erSatisfaction Action Intent Interest Awareness Measurement Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔ Survey ✔ ✔ ✔ ✔ ✔ In-built platform analytics ✔ ✔ ✔ 3rd party social media meausrement tools ✔ ✔ ✔ ✔ ✔ ✔ ✔ Google Analytics ✔ ✔ ✔ Qualitative research/ measurement system ✔ ✔ ✔ Ad equivalency ✔ ✔ Goals/ Methods of measurement
  • 46. © 2014 Sparkloft Media @Sparkloft ONE FINAL EXERCISE
  • 47. © 2014 Sparkloft Media @Sparkloft WHAT METRICS MATTER TO YOU?
  • 48. © 2014 Sparkloft Media @Sparkloft Put on your thinking caps Download our cheat sheet HERE
  • 49. © 2014 Sparkloft Media @Sparkloft Let’s stay in touch Twitter ! Facebook ! Pinterst ! LinkedIn