1. Does Engagement Equal ROI? MeasureUp: Social Media Value & Measurement Summit March 10, 2010 Matt Moog Founder & CEO Viewpoints Network 312-447-6111 [email_address]
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3. Marketer Initiated Media Engagement Measures http://www.clickz.com/3522616 Source: Pete Blackshaw – EVP of Neilsen BuzzMetrics Engagement Activities Key Weighting Variables Permission or opt-in Length of relationship, open rates, calls to action Interaction with an on- or offline ad Participation, depth of involvement, length On-demand behavior (ads, RSS, etc.) Frequency, targeting method, longevity Web site visit Traffic patterns, length of stay, call to action On-demand samples or demos Actual usage, depth of involvement, follow-up Ad skipping or filtering Ad content triggers, message triggers, frequency Opinion solicitation (Web site, research) Issue triggers, depth of advocacy Cross-platform activity (TV to Web) Platform integration, frequency Propensity to search, seek, or request branded content Traffic patterns, time between ad placement and request
4. Consumer Initiated Engagement Engagement Activities Key Weighting Variables Unaided propensity to tell others To whom, in what context, total reach Aided propensity to tell others Pass-along utility measures, survey design Unsolicited feedback (email, call center) What issue, depth of emotion, or influence CGM on blogs and boards How public or searchable, how validating Propensity to offer product suggestions Depth of loyalty, consumer profile Formal brand review or opinion Positive or negative, listeners
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9. The Triple Bottom Line of Social Commerce A framework for measuring ROI of your social and community efforts
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