This document provides guidance on measuring the effectiveness of social media and public relations efforts through key performance indicators (KPIs). It recommends defining clear objectives, agreeing on investments, establishing benchmarks, selecting relevant KPIs like engagement, sentiment, and cost metrics. Common tools for measurement include web analytics, surveys, and content analysis. Setting goals drives the choice of right metrics to improve results over time.
3. It’s not all about you, so get over it Customer Service HR IR Sales CI R&D Mkt Research Prod. Mktg Mktg Conversations $$$$$$$$$$$$$$$$$$$$$$$$$$ Savings, shorter cycles, more renewals, better ideas, research
23. Typical Engagement KPIs Location Metric Corporate Blogs % increase in repeat visits, % increase in ratio of comments to posts Facebook Page % increase in ratio of threads to likes, % increase in participation in threads, % increase in likes , % of desirable vs undesirable comments Twitter Account % increase in Twitalyzer scores, % increase in Retweets, % increase in share of hashtags YouTube Channel % increase in Ratings, % increase in Comments Foursquare % increase in Coupon redemptions, % increase in share of shouts
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25. Step 5: Selecting a measurement tool Objective KPI Tool More efficient customer acquisition % decrease in cost per customer acquisition % increase in leads vs. activity Web Analytics + CRM Reduction in churn % renewal rate by activity % repeat traffic Web Analytics + CRM Engage marketplace Conversation index greater than .8 Rankings % increase in engagement Web analytics or Content Analysis: TypePad, Technorati Omniture, Google Analytics Communicate messages % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis –
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29. The Phases of Engagement 1 2 1.5 2.5 3.5 3 4 5 4.5 0