Tj tee monitoring+measuring-engagement
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This document discusses how to monitor and measure engagement across different stages of the customer journey: acquisition, activation, retention, referral, and revenue. It recommends defining both qualitative and quantitative goals and key performance indicators (KPIs) tailored to your business. Examples of qualitative metrics include loyalty, trust, and satisfaction, while quantitative metrics include sales, leads, and referrals. The document also provides examples of tools to measure engagement and a sample measurement scorecard to allocate budgets based on conversion rates and estimated customer lifetime value at each stage.
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- 1. MONITORING + MEASURING ENGAGEMENT TJ Tee Digital Marketing Evangelist, Integricity
- 2. forget all of this
- 3. First, a few things ≒ Figure out what you want to achieve ≒ Be prepared to measure ≒ Best way to fail dont 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
- 4. Acquisition Lots of stuff happens hereReferral Activation Retention Revenue
- 5. Acquisition Activation Retention Referral Revenue PR, campaigns, SEO/ Return visits, Sales, leads, SEM, affiliate mkt, RSS, alerts/ subscriptions, EDM, social media, reminders, time- affiliate revenue banner ads, SMS/ based triggers MMS, app installs Home page, Retweets, landing pages, affiliates, location-based contests, EDM, services refer-a-friend, viral marketing
- 6. Know what you want to track ≒ Driving engaged traffic to a website/landing page doesnt 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
- 7. Goals & objectives Qualitative Quantitative ≒ Loyalty ≒ Sales ≒ Trust ≒ Leads ≒ Passion ≒ Qualified users ≒ Interaction ≒ Sign-ups ≒ Satisfaction ≒ Referrals ≒ Authority ≒ Targeted clicks ≒ Feedback ≒ Downloads ≒ Brand awareness ≒ Video views/shares
- 8. 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
- 11. 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
- 15. Qualitative measures Campaign Increase authority ≒ Execution ≒ Blog about stuff youre 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
- 18. 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
- 20. 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
- 22. Tools to use
- 23. Google Alerts Google.com/alerts
- 27. Measurement scorecard (sample) Stage Conversion Conv Est value (%) (RM) Acquisition Visitors to site/widget/landing page 60 0.10 Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce Activation Happy 1st visit, use the site, sign-up 15 0.25 Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage Retention Users come back, multiple visits 5 0.50 Eg: 1-3x visits/mth; email/feed open rate / CTR Referral Users refer others 1 1.00 Eg: Cust satisfaction >=8; viral K factor > 1; Revenue Users Pay / Generate $$$ 2 5.00 Eg. Sale, affiliate revenue
- 28. Budgeting How much to spend for online marketing? 30% 25% 18% 18% 10% Acquisition Activation Retention Referral Revenue
- 29. Key takeaways 1. Driving targeted traffic from social media sources is only half the challenge if youre 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 dont get good returns. Repeat.
- 30. 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