2. Why does measurement matter?
1. It reduces arguments based on opinion.
2. It gives you answers about what really works.
3. It shows you where you’re strong.
4. It allows you to test anything you want.
5. Clients love metrics.
3. Differentiate between what's easy to
measure vs what is really important.
Easy to measure Important
Clicks Sharing
Commenting
Traffic
Repeat visits
Page views Online buzz
Media mentions
Sentiment
Interactions
Embeds
Online mentions
Search volume
4. Digital measurement tools let us:
1. Define what success looks like.
2. Monitor progress of our online initiatives.
3. Help us choose and evaluate our media
tactics.
5. First, agree on your KPIs.
What is the desired effect of your efforts?
Our strategic
process starts from
understanding the CONSUMER
challenges that both
the consumer and
the brand are Who is our consumer?
facing.
SYSTEM ... That can be
solved through a
What kind of system sustainable system
do we need to create base on value
to solve our exchange between
CHALLENGES problem? the customer and
the brand.
What is our problem?
ENGAGEMENT
Where and how do we
want to engage with
our audience?
MEASUREMENT ... Which happens
... and with across multiple
measurable How are we going to
touchpoints.
results. know that we solved the
problem?
6. Example: widening product awareness.
TASKS METRICS DESIRED
Monitor volume
Continue to stream fun and engaging content and sentiment of
around the brand. fan engagement
on the brand's FB
Track the
Develop an additional content stream that engagement rate
shows how the brand fits into our audience’s around the new INCREASE IN
lives better than competition. content BRAND's
MARKETSHARE
IN THE SNACK
Track fan
Invite a continuous and consistent audience participation CATEGORY
participation through polls, quizzes, expert across
Q&A, and games. engagement
Monitor the
Build a long-term relationship with bloggers volume and
and encourage them to make positive product sentiment of
comparisons vs. other snack brands. brand and
7. Second, select what you are tracking.
Task 1
• Organic web mentions
e.g. Generate Interest • Influencer and press
mentions
System Goal
Task 2
• Share-through rate
e.g. Increase Sales • Repeat visits
• Brand affinity metrics
8. Example of social media metrics.
VIDEO CLICK- VIDEO ORGANIC INFLUENCER
SHAREABILITY BRAND
THROUGH COMPLETION WEB & WEB
& SEARCH AFFINITY
RATE RATE MENTIONS MENTIONS
•Video start vs • # of brand mentions on the
•Click-through rate web in the duration of the •# of mentions on •Overall # of shared •Overall lift in key
video completion program indicators of brand
per video influential blogs and videos displayed
rate affinity
• Context of mentions online publications across the partner
•Click-through rate (positive, negative, neutral)
•The completion publishing and
per video context •# of mentions in
rate per video • # of mentions across social media
individual channels: Tumblr, industry press
•Click-through rate properties
•The completion Facebook, Twitter
per topics •# of external
rate per context & • # of Facebook Likes, “People •The social channel
sources with
•Click-through rate content topics Talking About” and Twitter with the most
mentions embedded brand
per topic shares
• # of likes and shares on
video content
•Overall # of video Tumblr •General lift in brand
views on selected • # of Tumblr comments
search rate during
properties the initiative period
• Reach of Tumblr and
Facebook Pop-Up posts
• Response rate per video and
editorial piece
