IAB measurement framework for social media_FINAL4

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Size Uranus is the third largest planet. 4 times bigger than Earth Distance Twice the distance from the sun as Saturn Mass Uranus’s mass is bigger then Earth. Density Uranus is the least dense planet after Saturn. If you placed it in water it would just about sink Temperature Coldest planet in our solar system The same logic applies to social media metrics

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A New Framework For Measuring Social Media Activity by Richard Pentin, Senior Planner,TMW on behalf of the IAB Social Media Council

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overview Why do we need a framework? The iab measurement framework Guidelines to defining KPIs Putting theory into practice

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1. Why do we need a framework?

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why do we need a framework? WHY? EFFICACY INTERPRETATION OPTIMISATION BENCHMARKING STANDARDISATION ACCOUNTABILITY COMPANY SPECIFIC REASONS INDUSTRY SPECIFIC REASONS

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2. Introducing the iab framework

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the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages

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intent Without clearly defined objectives we have absolutely no criteria on which to evaluate success intent Establish intentions and objectives in order to define which KPIs are most pertinent

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intent To build brand awareness? To generate buzz, advocacy or WOM? To generate brand engagement? To shift consumer perceptions? To influence key opinion formers? To generate leads or build prospect base? To stimulate dialogue or relationship with prospects To encourage participation for social event? To manage brand reputation? To divert a PR crisis? To engender customer loyalty? To uncover customer or product insights? To enhance customer service? Your intent should dictate which KPIs are most pertinent

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intent But the trick here is to collate your KPIs into more meaningful groups in order to tell a bigger story…

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The 4 As awareness appreciation action advocacy awareness Awareness of social media platform appreciation Engagement and appreciation of social media platform APPRECIATION action Solicits a response or influences purchase behaviour in some way advocacy Creates WOM or stimulates advocacy KPIs can be assigned to one or more of these 4 As to tell a bigger story Define and measure core KPI metrics by social media platform (soft metrics & hard financials)

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The 4 As The importance you place on all 4 As will depend on your original intent INTENT 1 INTENT 2 Activity designed to generate buzz and WOM might focus more on awareness, appreciation and advocacy metrics Activity designed to generate leads may be much more weighted towards action metrics WEIGHTING OF METRICS

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benchmark benchmark Without comparative benchmarking most metrics are completely meaningless Compare benchmarks with other SM activity, channels, industry averages

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What is this? An atom, a ping pong ball or a beach ball?

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Uranus’ approximate density is 1.27 grams per cubic centimeter Atmosphere: 82.5% molecular hydrogen, 15.2% helium and 2.3% methane The mass of Uranus is about 8,684.9. The diameter of Uranus is 51,118 km Its distance from the sun is 19 AU Uranus travels at an average speed of 15,290 miles per hour Average temperature -350 degrees. URANUS! Now for some interesting but fairly meaningless metrics

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Metrics only have real meaning when compared to something else

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benchmark So, how does this social media platform compare to other social media platforms used by your brand? Only compare with other platforms which share similar objectives

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benchmark ADVERTISING DIRECT MARKETING CUSTOMER BASE COMPARATIVE BENCHMARKING PUBLIC RELATIONS E- MARKETING SALES PROMOTION CRM EVENT MARKETING SOCIAL MEDIA MARKETING CHANNEL How does this social media activity compare to other marketing channels? Only compare with other channels which share similar objectives, otherwise it’s not comparing like-for-like

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benchmark How does this social media activity compare to your competitors? Only compare your platform to competitors where they share similar objectives

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benchmark How does it compare to historical data? Time Social Media Metric ? Has this activity improved since last measurement period?

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3. Guidelines to help define KPIs

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defining KPIs 3 parameters for defining KPIs by social media platform (e.g. blog, microblogging, community forum, social network, fanpage, video sharing site, branded channel widget/application etc) by 4As by soft metrics AND hard financials

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defining hard financials awareness appreciation action advocacy awareness Cost per Impression (CPI) appreciation Cost per Engagement (CPE) APPRECIATION action Cost per Lead (CPL) advocacy Cost per Referral (CPR) Define and measure core KPI metrics by social media platform (soft metrics & hard financials)

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defining KPIs The following tables are intended to outline some of the KPIs at your disposal. It is only intended to be a helpful guide rather than an definitive list Select the KPIs most pertinent to your objectives or feel free to add KPIs of your own!

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social network KPIs

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blog KPIs

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microblogging KPIs

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blogger outreach KPIs

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app/widget KPIs

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sharing KPIs

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SM advertising KPIs

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podcasting KPIs

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3. Putting theory into practice

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Infiniti Europe case study

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intent intent Establish intentions and objectives in order to define which KPIs are most pertinent Reach out and empower key opinion formers to talk passionately about Infiniti coming to Europe, so that our prospects get to hear about us

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blogger outreach & video seeding activity 4 high impact CGI 40” films were shared with key influential bloggers via SMR to introduce the range and also uploaded on numerous video sharing sites across Europe

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the 4 As This content was not designed to be particularly viral so advocacy metrics not as important as appreciation and action.

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the 4 As awareness appreciation action advocacy Define and measure core KPI metrics by social media platform (soft metrics and hard financials) awareness # of blog posts Search rankings appreciation # of plays # of comments Cost per engagement (CPE) action CTRs Website referrals Cost per lead (CPL) advocacy # of emails # of embeds

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awareness awareness # of blog posts 587 bloggers (key opinion formers) reported on the story or published content across G5 markets

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awareness awareness Search rankings Assets rank in top 3 search results for vehicle searches in video sharing sites

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appreciation For every €100 invested in campaign it generated 848 plays SOFT METRICS HARD FINANCIALS appreciation # of plays Only 0.11€ CPE (Cost per Engagement) 52% of views completely organic (free media)

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action 4€ CPL (Cost per Lead) For every €100 invested in campaign it generated 24 web referrals SOFT METRICS HARD FINANCIALS action CTRs

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benchmark CTR of nearly 2x industry average suggests content was very engaging and influenced behaviour Bookmarks/ downloads slightly lower than average Lower than average advocacy metrics reflect the modest viral appeal of the clips (as we expected) action advocacy appreciation appreciation Industry average

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benchmark SPAIN FRANCE UK Featured on MSN Video (organic) appreciation Benchmark over time

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Thank you Richard Pentin, Senior Planner, TMW rpentin@tmw.co.uk @ifonlyblog

Summary: Measurement framework for social media, developed by TMW in partnership with the IAB, and now adopted by the IAB as their standard approach.

Tags: social media iab tmw measurement analytics strategy

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