How to Measure Brand Health with Content Marketing Engagement Metrics
Beyond Engagement: The True Measure of Social Media
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Transcript of Beyond Engagement: The True Measure of Social Media
Beyond Engagement: The True Measure of Social MediaOctober 2012
“Who knows what it could mean?!” Stephen Colbert
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Vanity Metrics
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A Full-On Monet
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Metrics Are Not Meaningful In And Of Themselves
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A Fan Is Not A Business Metric
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Plan With The End
Goal In Mind
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Business Metrics Give You Focus
Connect The Dots
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Convey The Significance Of Numbers With Visuals
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Cut Through The Noise
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Registration Dashboard October 1-31, 2012
Registration Analysis
IMPACT OF DIGITAL MARKETING ON REGISTRATIONS
FINANCIALS
Report On What Matters
Social postsEmailPPCRegistrations
KEY TRENDS AND INSIGHTS
• EMAIL: Highest conversion rates driven by emails that provide specific value
• SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering-focused
• PPC: Retargeting is the campaign with the highest rates of conversion
• REGISTRATION: Most attendees encounter 5 touch points before converting
RECOMMENDED ACTIONSCONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT
• Optimize editorial calendar with conversion-driving content
• Redouble Twitter efforts focusing on Partnering-centric content
• Move an additional 20% of PPC budget into retargeting
• Continue coordination of messaging
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Use Business Goals to Drive All Aspects of Social Media
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Engineer Social In Reverse
Step 1: Identify your essential business objectives
Step 2: Architect a social strategy engineered to meet those objectives
Step 3: Make sure that everything in market supports your business goals
Step 4: Measure every tactic based on how well it meets business objectives
All Rights Reserved. Copyright of R2integrated, 2012.
Leigh George, PhDDirector, Digital Strategy
R2integrated- Digital Marketing & Technology [P] 410.369.3744 [E][email protected]
Twitter: @leighgeorge
www.r2integrated.com
Contact Info
• http://www.digiday.com/brands/please-stop-with-the-useless-social-media-metrics/
• http://thebrandbuilder.wordpress.com/
• http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/
• http://www.digiday.com/brands/the-metric-that-matters-in-social-media/
References