A New Framework For Measuring Social Media Activity - IAB UK

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intent Your intent should dictate which KPIs are most pertinent To build brand awareness? To generate buzz, advocacy or WOM? To generate brand engagement? To shift consumer perceptions? To influence key opinion formers? To generate leads or build prospect base? To stimulate dialogue or relationship with prospects To encourage participation for social event? To manage brand reputation? To divert a PR crisis? To engender customer loyalty? To uncover customer or product insights? To enhance customer service?
intent But the trick here is to collate your KPIs into more meaningful groups in order to tell a bigger story…
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: intent intent Without clearly defin
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 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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