A New Framework For Measuring Social Media Activity - IAB UK

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The 4 As awareness appreciation action advocacy Define and measure core KPI metrics by social media platform (soft metrics & hard financials) awareness Awareness of social media platform action Solicits a response or influences purchase behaviour in some way APPRECIATION appreciation Engagement and appreciation of social media platform advocacy Creates WOM or stimulates advocacy KPIs can be assigned to one or more of these 4 As to tell a bigger story
The 4 As The importance you place on the 4 As will depend on your original intent INTENT 1 INTENT 2 WEIGHTING OF METRICS Awareness Appreciation Action Advocacy <strong>Activity</strong> designed to generate buzz and WOM might focus more on awareness, appreciation and advocacy metrics <strong>Activity</strong> designed to generate leads may be much more weighted towards action metrics
Page 1 and 2: A New Framework For Measuring Socia
Page 3 and 4: 1. Why do we need a framework?
Page 5 and 6: 2. Introducing the iab framework
Page 7 and 8: intent intent Without clearly defin
Page 9: intent But the trick here is to col
Page 13 and 14: What is this? An atom, a ping pong
Page 15 and 16: Metrics only have real meaning when
Page 17 and 18: enchmark How does this social media
Page 19 and 20: enchmark How does it compare to his
Page 21 and 22: defining KPIs • 3 parameters for
Page 23 and 24: defining KPIs • The following tab
Page 25 and 26: log KPIs that other metrics may be
Page 27 and 28: logger outreach KPIs i a b AWARENES
Page 29 and 30: sharing KPIs i a b AWARENESS APPREC
Page 31 and 32: podcasting KPIs i a b AWARENESS APP
Page 33 and 34: Infiniti Europe case study
Page 35 and 36: logger outreach & video seeding act
Page 37 and 38: the 4 As awareness appreciation act
Page 39 and 40: awareness Search rankings awareness
Page 41 and 42: action CTRs action SOFT METRICS Ter
Page 43: Thank you Richard Pentin, Senior Pl

A New Framework For Measuring Social Media Activity - IAB UK

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