Measuring Engagement

MEASURING ENGAGEMENTMEASURING ENGAGEMENT

TJ Tee

Digital Marketing Evangelist

Integricity Corporation

Acquisition Activation RetentionReferral RevenueLots of stuff happens here

Acquisition Activation RetentionReferral Revenue

PR, campaigns, contests, SEO/SEM, affiliates, blogs, EDM, widgets, social media, banner ads, SMS/MMS

Home page, landing pages, product features

Sales, leads, subscriptions, affiliate revenue

Retweets, affiliates, contests, EDMs, widgets, viral marketing

SMS/MMS

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:business:

• Targeted clicks, sign-ups, downloads

• New leads/sales

• Ignore low-value metrics like:

• Number of followers/fans/friends

• PageRank, Alexa rank

Qualitative

• Loyalty

• Trust

• Passion

Quantitative

• Sales

• Leads

• Qualified users

Goals & objectives

• Passion

• Interaction

• Satisfaction

• Authority

• Feedback

• Brand awareness

• Qualified users

• Sign-ups

• Referrals

• Targeted clicks

• Downloads

• Video views/shares

Qualitative measures

Campaign – Build loyalty and trust

• Execution:

• Engage with customers who mention your company/product on Twitter or Google

• Success metrics:• 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

Qualitative measures

Campaign – Increase customer satisfaction

• Execution:

• Engage with customers/prospects and ask what they would like from you

• Success metrics:• Success metrics:

• # New useful/good suggestions

• # Suggestions you implement

• Goal

• x# Suggestions collected per month and # you actually implement

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:• 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

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:• Success metrics:

• Monthly sales

• Monthly store traffic (walk-in)

• Goal

• x$ Monthly sales

• x% Increase in store traffic over pre-promotion period

Quantitative measures

Campaign – Increase online sales

• Execution:

• Use Twitter to inform prospects about exclusive time-limited promos

• Success metrics:• 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

Google Alerts

Google.com/alerts

Google Analytics: Advanced Segments

Peashoot

Peashootapp.com

Facebook Pages: Insights

Measurement scorecard (sample)

Stage Conversion Conv(%)

Est value (RM)

Acquisition Visitors to site/widget/landing pageEg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce

60 0.10

Activation Happy 1st visit, use the site, sign-upEg: Clicks/time/pages, newsletter/profile

15 0.25

sign-up, feature usage

Retention Users come back, multiple visitsEg: 1-3x visits/mth; email/feed open rate / CTR

5 0.50

Referral Users refer othersEg: Cust satisfaction >=8; viral K factor > 1;

1 1.00

Revenue Users Pay / Generate $$$Eg. Sale, affiliate revenue

2 5.00

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 & 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.