MSM 10 – Are We Engaged Yet? How to Develop Your Engagement Metric

Katie Delahaye Paine, CEO and founder of KDPaine & Partners, LLC spoke about why brands and agencies seek to engage customers.  She noted that this is an evolving science, and is about continuing improvement.  Engagement is still a people business; even with automated listening and sentiment analysis tools, you still need to engage with the people behind the Twitter usernames.

Payne shared what she calls the “10 Signs That It’s the End of the World as We Know It”:

It’s not about marketing anymore; it’s about communication.  In describing a measurement timeline, she noted how one-way communications from traditional offline and online marketing methods to a two-way communication via social media engagement.  Social media has rendered traditional measurements obsolete:

  • The definition of timely has changed
  • The definition of reach has changed
  • Demographics will soon be irrelevant
  • The definition of success has changed

The “new school” metrics that Paine advocates are as follows:

  • Influence – the power to affect someone’s actions
  • Engagement – some action beyond zero
  • Advocacy – engagement with an agenda
  • Sentiment – contextual expression of opinion
  • ROI – return on investment, bottom-line profit, no more & no less

Paine described “phases of engagement” from 0 to 5

Phase 0 – Impressions

Phase 1 – Click-throughs, unique visitors, Facebook Likes

Phase 2 – Repeat visitors, Twitter followers, comments

Phase 3 – Retweets, reposts, repeat comments, shares, use of hashtags and @ mentions

Phase 4 – Registration, positive sentiment, NPS

Phase 5 – Trial, purchase, advocacy

You need to have a clear understanding of what to measure and what’s important.  In other words, you need to know what “kicking butt” means.  Having a common language means that you can track progress over time.  Paine shared seven steps to a data-based decision making:

1.       Define your desired business outcome

2.       Listen to all stakeholders

3.       Establish benchmarks

4.       Define your “Kick Butt Index”

5.       Be transparent (or at least translucent)

6.       Be real

7.       Measure success

Once you know what the definition of success is, it becomes easier to measure it.  The biggest trends, according to Paine, are that priorities are shifting (traditional to online, monitoring to listening, counting to correlation) and engagement metrics are extending beyond just tone and sentiment analysis.  How are people talking about how they engage with brands?  Are they delighted?  Marketers need to integrate various streams of data (traditional + social + demographics + we analytics + news + sentiment + influence + conversions).

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