Before defining the indicators to be followed, it’s essential to determine the strategic objectives pursued during the brand activation. The quantified results will then make it possible to answer the questions asked in terms of performance, brand engagements and calculation of the ROI of the actions carried out.
The organization often leads to distant perspectives between the different entities of the company, it is necessary to answer this difficulty by aligning the objectives and the necessary priorities. It is important to stay away from unreasonable and short-term expectations, to be careful not to retain too many measurement indicators, and have user friendly tools. Human analysis of data usually prevails above all.
The proposal of the five key indicators below is unique in that it does not focus on a tool-type approach but rather focuses on the different objectives to be achieved that can be assigned to a presence on social media.
A promotion will be considered effective if it is seen, and therefore well referenced on search engines in particular. Too many platforms put in place are unfortunately not very visible because they are not optimized accordingly. The brand activation tool can analyze the PageRank of its website, as well as its various accounts. An optimization in terms of natural referencing (SEO) will be expected upstream, to naturally go back to the desired queries. Links pointing to content will improve SEO.
A comparison with its competitors allows determining its the share of votes, i.e. the quotations of the brand engagements reported on the total quotations (Brand + competitor A, B, etc.).
It is also important to focus on the demographic profile of the audience targeted using data analytics, to ensure that it corresponds to the brand's core target. It will then be necessary not to consider these individuals as an audience to address, but rather as an audience to seduce, in order to be considered and able to exist in this ecosystem.
An analysis of visitors ' sources of origin will make it possible to determine the most effective promotions, and those to optimize. For this, the desired cost of acquisition (cost per recruited member, fans, etc.) will have to be determined, and the rate of transformation, i.e. the conversion of visitors, followed closely.
This customer loyalty indicator developed in 2003 aims to determine a uniform and easily interpretable score for customer satisfaction, which can be compared over time, or between different brands/companies. It evaluates the extent to which an individual recommends a company, a product or service to those around him. It is calculated using the percent of promoters minus detractors percentage. If the number is between 0 and +100, then it is positive, it is considered as an indication of good customer satisfaction.
The virality rate will make it possible to determine the virality of the contents. It is equal to the percentage of visitors inviting a friend x the average number of invited friends x the percentage of friends who accept the invitation. Content is considered viral if the result is greater than 1.
Monitoring brand activation and engagement using data analytics is essential to ensure that the community is active. The measurement of the interactions related to the proposed contents (number of likes, votes, comments, retweets, etc.) will make it possible to determine if the members are active and carry out engaging actions by participating, essential to participate in the dynamism of the community and make the messages visible.
Interaction levels are different and not equal. A "Like" in response to the publication of a fan page being less engaging than writing a comment or writing a blog post. The community manager will need to measure and detect the types of content generating the most returns and adapt its content publishing strategy accordingly.
On Facebook, the brand engagement rate is the proportion of fans responding to messages posted by the community manager via the fan page. To determine it, it is enough to report the number of "people who speak about it" (an important point all the same: this indicator, provided by Facebook, has the major disadvantage of not taking into account all the interactions: the viewing of photos, videos, or clicks on links posted are not counted) to the total number of fans: (Likes + comments + shares) / Number of fans) x 100.
It is, therefore, preferable to separate the measurement of "likes", shares and comments, in order to compare similar data. It is suggested that the following formula: (users engaged / users reached) x 100. This has the disadvantage of requiring access to private data of the fan page on Facebook, making the comparison with competing pages impossible. Similarly, even though the "Like" is the most common interaction on Facebook, it only corresponds to a "capital attention", which is in no way sufficient to evaluate the success of a fan page.
It is necessary to know the tone of the exchanges made on the Internet and the social media to determine the global feeling of users in real time: is it positive, neutral or negative? Are Internet users satisfied with the products, the actions of the brand? A number of "likes" or a high interaction rate do not mean that the brand is appreciated. Mentions may be negative or critical to society. Less commitment is therefore sometimes desirable. This will complement the previously calculated voice share.
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