metrics that matter

Metrics That Matter

by Sparkloft Media

HOW TO DEFINE, MEASURE & ACHIEVE THEM

© 2014 Sparkloft Media @Sparkloft© 2014 Sparkloft Media

A little about the speakers

@Sparkloft

© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media

Brag much?

Social Media Strategy

App Design and Development

Social Media Campaigns

Social Ad Buys

Community Management

Training and Speaking

21 Languages

spoken

80+ Satisfied

customers

27 Team

members

45,000+ Hours spent annually

on social media

@Sparkloft


Getting on the same page

Goal travel around the world

Objective visit at least 100 countries by the age of 50

KPIs total countries visited, countries visited per year

Method of measurement counting unique country stamps in the passport

@Sparkloft

© 2014 Sparkloft Media @Sparkloft

!

MOST COMMON GOALS

Awareness

Interest

Intent

Action

Customer Satisfaction

Advocacy

Efficiency


!

SMARTOBJECTIVES

Specific

Measurable

Actionable

Relevant

Time-related


Goal vs Objective

Objective

increase awareness of [Destination] in key international markets (UK, Ireland, Australia, New Zealand) by 10% in the next 6 months

Goal

destination awareness


Key Performance Indicators

@Sparkloft


A PROCESS FOR SUCCESS


2

3

4

5

Objective

Key Performance Indicators (KPIs)

Strategy

Tactics

In an orderly fashion

6 Measurement

1 Goal


AWARENESS


Awareness KPIs

1 Reach (Organic/Viral/Paid)

2 Demographics & Markets

3Fan Acquisition (Change in Page Growth Rate)

4 Click-Throughs

5 Referral Traffic

6 Publishing Volume

7 Earned Media

8 Other


How to make it work

Campaigns with Low Barrier to Entry

Social Partnerships

Media Buy

Campaigns with a WOW factor


EARNED MEDIA


1

2

3

4

Media/Influencer Mentions

Media Impressions

Story Type

Website/Blogger Tier

Earned media KPIs

5 Visuals

6 Reader Response

7 Client Mentions

8 Other


Earned media case study


Earned media case study

10 posts from blogger

$250 1 blog post

x = $2,500 Ad equivalency

$.027 Industry average

per impression

50,000 Circulation

(readership)x = $1,350

Ad equivalency

$3,850 Ad equivalency just from the blog posts

+


New media model

Judiaann Woo Director, Global Communications, Travel Oregon

Points 0 1 2

Story Type Mention / Roundup Dedicated Posts

Website / Blog Tier Tier 2 Tier 1

Visuals No One PhotoMultiple Photos/

Videos

Reader Response Not Relevant Positive Inspired Travel

Travel Oregon Mention None Mention Mention & Link

TOTAL HIGH = 10


INTEREST


Interest KPIs

1 Share of Mind

2 Link Click-Throughs

3 Engagement #’s (Shares/Likes/Comments)

4 Engagement Rate

5 Other


Interest case study


How to make it work

Engagement Campaigns

Storytelling and Story Instigating

Media Buy

Campaigns with a WOW factor

Engaging Content


INTENT


Intent KPIs

1

2

3

Volume of Conversation

Sentiment of Conversation

Intent to ______

Other4


Intent case study


Intent case study

“Did the campaign motivate you to travel to or within Oregon during the

campaign period?”


ACTION


Action KPIs

1 Direct/Assisted Bookings

2 Surveys filled out

3 Newsletter Signups

4 Conference Registrations

5 Conference Bookings

6 App Downloads

7 ROI

8 Others?


Action case study

3,066 total claims

2,000% ROI in 72 hours


Action case study

1 Referral

25% Conversion

2 Social

Network

3 Paid

Advertising

4 Email

25% 25%25%


CUSTOMER SATISFACTION


Customer satisfaction KPIs

1 Inquiries Addressed

3 Sentiment of Engagement

4 Engagement by Topic

5 Time to Resolution

6 Other

2 Inquiries Addressed without Escalation


Satisfaction case study

One-On-One Daily Interactions

140 Twitter

Responses

40 Facebook wall posts

742 Facebook Comments

16 Facebook

direct messages

100+ Spam

Messages

On Average Per Month



Customer Service Food and Beverages

Prices

37.5

75

112.5

150

Jul Aug Sep Oct

30

60

90

120

Jul Aug Sep Oct

10

20

30

40

Jul Aug Sep Oct

Positive Negative



PERCEPTION

TASTE

FUNCTIONALITY

MOST DISCUSSED ATTRIBUTES


ADVOCACY


1 Engagement

2 Engagement Rate

3 Influencer Engagement

4 Volume of Fan Advocacy

Advocacy KPIs

5 Other


Advocacy case study

RELATIONSHIPSEngaging Influencers


Advocacy case study

Special Treatment


How to make it work

Influencer Programs

Fan SpecialsLoyalty Programs

One-On-One Interactions


EFFICIENCY


1

2

3

Call & E-Mail Volume Reduction

Electronic Resource Downloads

Addition of New Platforms

Efficiency KPIs


Efficiency case study

% of people who say they would have called otherwise

X average cost per call

# of unique customers who complained on Twitterx

= money saved in call center costs


METHODS OF MEASUREMENT


Effic

ienc

y

Advoc

acy

Cus

tom

er S

atisf

actio

n

Actio

n

Inte

nt

Inte

rest

Awar

enes

s

Measurement

Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔

Survey ✔ ✔ ✔ ✔ ✔

In-built platform analytics ✔ ✔ ✔

3rd party social media meausrement tools

✔ ✔ ✔ ✔ ✔ ✔ ✔

Google Analytics ✔ ✔ ✔

Qualitative research/ measurement system

✔ ✔ ✔

Ad equivalency ✔ ✔

Goals/ Methods of measurement


ONE FINAL EXERCISE


WHAT METRICS MATTER TO YOU?


Put on your thinking caps

Download our cheat sheet HERE

http://budurl.com/MetricsCheatSheet


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