A New Framework For Measuring Social Media Activity - IAB UK
A New Framework For Measuring Social Media Activity - IAB UK
A New Framework For Measuring Social Media Activity - IAB UK
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social network KPIs<br />
i<br />
a<br />
b<br />
SOCIAL<br />
MEDIA<br />
PLATFORM<br />
INTENT<br />
AWARENESS APPRECIATION ACTION ADVOCACY<br />
Awareness of social<br />
media platform<br />
Brand engagement<br />
and appreciation of<br />
social media platform<br />
Solicits a response or<br />
influences purchase<br />
behaviour in some way<br />
Creates word of mouth and<br />
stimulates advocacy<br />
BENCHMARKS<br />
<strong>Social</strong> network<br />
(e.g. community forum,<br />
fan page)<br />
SOFT METRICS<br />
FINANCIAL<br />
Search rankings # of fans Website referrals # of bookmarks<br />
Referrals from brand<br />
website # of subscribers Call centre enquiries # of status updates<br />
Unique visitors # of comments Brochure requests Share This metrics<br />
Reach # of discussion threads Coupons downloaded<br />
Impressions Interaction rates Handraiser registrations<br />
# of active users<br />
Poll votes<br />
Page views<br />
Videos viewed<br />
Return visits<br />
Dwell time<br />
# of competition entries<br />
UGC<br />
uploads/submissions<br />
Cost per Impression<br />
(CPI)<br />
Cost per unique visitor<br />
Cost per Engagement<br />
(CPE)<br />
Cost per Lead<br />
(CPL)<br />
Incremental sales<br />
Cost per incremental sale<br />
Frequency of purchase<br />
Average purchase value<br />
Reduction in call centre<br />
costs<br />
Retention rates<br />
Cost per Referral<br />
(CPR)<br />
Comparative stats from:<br />
- similar social media<br />
platform/similar historical<br />
campaigns<br />
- other social media<br />
platforms<br />
- non social media platforms<br />
(e.g. direct mail/banner<br />
advertising)<br />
- competitor activity<br />
- non-sector specific/best in<br />
class
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