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Measuring engagement
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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.