MONITORING + MEASURING ENGAGEMENT TJ Tee Digital Marketing Evangelist, Integricity

forget all of this

First, a few things

•  Figure out what you want to achieve •  Be prepared to measure

•  Best way to fail – don’t measure •  Social media is easy to measure, just not with

conventional success metrics •  Keep It Simple, St*pid (KISS)

•  Avoid temptation/pitfalls •  Too-good-to-be-true offers, free trials •  Over-enthusiastic marketing people without a plan

Acquisition Activation Referral Retention Revenue Lots of stuff happens here

Acquisition Activation Referral Retention Revenue

PR, campaigns, SEO/SEM, affiliate mkt, EDM, social media, banner ads, SMS/MMS, app installs

Home page, landing pages, location-based services

Return visits, RSS, alerts/reminders, time-based triggers

Retweets, affiliates, contests, EDM, refer-a-friend, viral marketing

Sales, leads, subscriptions, affiliate revenue

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: •  Targeted clicks, sign-ups, downloads •  New leads/sales/referrals

•  Ignore low-value metrics like: •  Number of followers/fans/friends •  PageRank, Alexa rank

•  Loyalty •  Trust •  Passion •  Interaction •  Satisfaction •  Authority •  Feedback •  Brand awareness

•  Sales •  Leads •  Qualified users •  Sign-ups •  Referrals •  Targeted clicks •  Downloads •  Video views/shares

Goals & objectives

Qualitative Quantitative

Qualitative measures

Campaign – Build loyalty and trust •  Execution

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

•  Success metrics •  +ve Comments sent to customers /week •  +ve Conversations that started from a comment

•  Goals/KPIs •  x# +ve Conversations re: comp or prod /week •  x# +ve Blog posts re: comp or prod /month

Qualitative measures

Campaign – Increase customer satisfaction •  Execution

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

•  Success metrics •  New useful/good suggestions •  Suggestions you implement

•  Goals/KPIs •  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

•  Success metrics •  Influential blogs linking to your content •  Organic visitor traffic per month •  Traffic that converts into sales

•  Goals/KPIs •  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 •  Monthly sales •  Monthly store traffic (walk-in)

•  Goals/KPIs •  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 •  Monthly sales attributable directly to Twitter •  New customers attributable directly to Twitter •  Monthly revenue generated from customers originally from

Twitter

•  Goals/KPIs •  x$ Monthly sales directly attributable to Twitter

Tools to use

Google Alerts

Google.com/alerts

GA: Advanced Segments

Peashoot

Peashootapp.com

Facebook Pages: Insights

Measurement scorecard (sample) Stage Conversion Conv

(%) Est value (RM)

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

60 0.10

Activation Happy 1st visit, use the site, sign-up Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage

15 0.25

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

5 0.50

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

1 1.00

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

2 5.00

Budgeting

30%

25%

18% 18%

10%

Acquisition Activation Retention Referral Revenue

How much to spend for online marketing?

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 + qualitative goals & objectives, KISS.

3.  Create a simple scorecard to measure KPIs, allocate budgets accordingly.

4.  Filter out channels and strategies that don’t get good returns. Repeat.

Thank you.

Comments, questions, feedback, or want a copy of this presentation to impress your boss?

tj.tee@integricity.com facebook.com/tjtee twitter.com/tjtee