A New Framework For Measuring Social Media Activity - IAB UK

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the 4 As This content was not designed to be particularly viral so advocacy metrics not as important as appreciation and action. 20% 10% 50% 20% Awareness Appreciation Action Advocacy
the 4 As awareness appreciation action advocacy Define and measure core KPI metrics by social media platform (soft metrics and hard financials) awareness # of blog posts Search rankings action CTRs Website referrals Cost per lead (CPL) appreciation # of plays # of comments Cost per engagement (CPE) advocacy # of emails # of embeds
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 and 10: intent But the trick here is to col
Page 11 and 12: The 4 As The importance you place o
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: logger outreach & video seeding 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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