Post on 05-Jul-2020
transcript
2Client Day 2019
Challenges
▪ Measure the effectiveness of your team
▪ Demonstrate the effectiveness in a way that speaks to your C-Suite
▪ No single number or score that can serve as a meaningful measure of
effectiveness
▪ What you need to measure depends on what you are trying to achieve
▪ Understand your organizational goals, map your communications
objectives against them, then ask yourself what success looks like in each
case
▪ Work across each stage of the funnel – as you plan, think about the inputs
that you will undertake, the outputs that result from your efforts, then
the outtakes and outcomes that the organization desires
▪ This approach will identify the appropriate suite of metrics that will
matter for you
3Client Day 2019
AMEC Framework
Objectives
Global Objectives Communication Objectives
Inputs
Target Audiences Strategy
Activities
Undertaken Efforts
Outputs
Exposure
Outcomes
Opinion
Impact
Business Impact
Conclusions and Recommendations
4Client Day 2019
Derive objectives from the status quo
Comparison to previous performance (quantitative & qualitative)
Comparison to competitors (share of voice & market share)
Comparison to (leaders in) your industry
Comparison to leaders in other markets or industries
5Client Day 2019
Defining Objectives: Quantitative Baselines
Calculate average amount of mentions per month in
previous periods to establish a baseline:
1. Select the previous year of data for your brand
2. Export the data
3. Calculate the average amount of mentions per
month and copy-paste the data into a Google
Speadsheet
4. Link your Google Spreadsheets account to
Talkwalker
6Client Day 2019
Defining Objectives: Quantitative Baselines
Calculate average amount of mentions per month in
previous periods to establish a baseline:
1. Select the previous year of data for your brand
2. Export the data
3. Calculate the average amount of mentions per
month and copy-paste the data into a Google
Spreadsheet
4. Link your Google Spreadsheets account to
Talkwalker
5. Use “Business Impact Metrics” in Project
Settings to link the averages spreadsheet to
Talkwalker
6. In the “Results over time” graph, click on the 3
dots and “Add custom indicator” to display the
newly imported data alongside your current
results
7Client Day 2019
Defining Objectives: Qualitative Baselines
Your campaign aims to reinforce brand attributes.
Before the campaign:
• Create filters for the attributes
• Apply filters to results from before the
campaign period
• Choose ‘radar chart’ to see which attribute is
already the most associated with your brand
After the campaign:
• Apply filters to results from during / after
campaign period
• Compare which attributes were reinforced by
your campaign
Before campaign After campaign
8Client Day 2019
How to measure activity?
❑ Number of communication efforts (press releases, ads, etc.)
❑ Posts on your owned channels – Facebook, Instagram, YouTube, Blog, Website, …
❑ Results of owned activity:
❑ Engagement on owned content
❑ Evolution of followers on owned accounts
❑ Content that went viral
❑ Over-Performing Content
❑ Number of events
❑ Number of interviews with C-Suite
❑ Number of journalists or key stakeholders that attended events
❑ Ratio of own posts, campaign-related posts, and spontaneous chatter
9Client Day 2019
Measuring Activity: Owned Content
Use our pre-build IQ Apps “Social
Channel Analytics” to gain quick insights
into the best performing content on
your owned channels
10Client Day 2019
Measuring Activity: Benchmark Owned Content
Calculate the average amount of engagement you get on your
owned social content in order to easily identify content that has
generated above average engagement
1. Filter on the past year & on owned media
2. Divide the amount of engagement by the number of
mentions to calculate the average engagement per mention
3. Create a custom filter using the boolean engagement:>x
4. In Analytics, select owned media and apply the filter to
easily identify the number of over-performing mentions
11Client Day 2019
Measuring Activity: Benchmark
Use our pre-build IQ Apps “Social
Channel Analytics” to benchmark your
owned content strategy to that of your
competitors.
Learn from their best practices for your
future strategies and avoid their pitfalls.
12Client Day 2019
Measuring Activity: Facebook Insights
Connect your Facebook Insights token to Talkwalker to have access to even more metrics
13Client Day 2019
Measuring Activity: Instagram Insights
Connect your Instagram Insights token to Talkwalker to have access to even more metrics
14Client Day 2019
How to measure exposure?❖ KPIs
❑ Impact on key figures / share of voice
❑ Impact on sentiment
❑ Cost per Mille, …
❑ Impact on industry / market averages
❑ Integrate custom scores based on your own variables and KPIs
❑ Backlinks to your website/blog
❖ SOURCES
❑ Visibility in key media outlets
❑ Impact on target media and influencers
❑ Repetition – How many times was the brand mentioned in these media?
❖ MESSAGES
❑ Dissemination of key messages
❑ Reinforcement of brand values and attributes
15Client Day 2019
Measuring Exposure: Key Messages
Have your key messages you wanted to push been relayed by
your known and targeted influencers and key media outlets?
1. Create source panels for owned media, as well as the
influencers and key media outlets you are targeting
a. On the results coming from the specific source, select
“add to a source panel” when clicking on the 3 dots
b. Select “Include in panel” for the source or author
(depending if you are targeting a specific author or
the source in general)
16Client Day 2019
Measuring Exposure: Key Messages
Have the key messages you wanted to push been relayed by
your known and targeted influencers and key media outlets?
1. Create source panels for owned media, as well as the
influencers and key media outlets you are targeting
a. On the results coming from the specific source, select
“add to a source panel” when clicking on the 3 dots
b. Select “Include in panel” for the source or author
(depending if you are targeting a specific author or
the source in general)
2. Using the filter for Key Messages (Brand Attributes in this
example), compare how each targeted group
communicates
17Client Day 2019
Measuring Exposure: Impact
Use our new scoring engine to integrate custom scores that allow you to track the impact of your targeted influencers and key
media outlets. The scoring engines allows you to create and define customizable formulas in order to enhance and enrich
Talkwalker metrics.
Customize KPIs based on objectives:
▪ Design new scores that fit your use cases through the integration and weighing of measurements that are most valuable to
you
▪ Measure the Media Impact of your brand, issues and campaigns and benchmark against competition
▪ Measure the Media Value to understand the ROI of your efforts
▪ Modify Talkwalker Metrics to unify business metrics across your entire organization
▪ Create metrics on relevancy, message pull-through, reach, engagement and more
18Client Day 2019
Measuring Exposure: Impact
Modified Reach
• Standardize and modify your reach to understand the impact
of a particularly article or post.
• Develop a more concise approach to understanding who is
seeing your content
Earned Media Value
• Calculate the value of your earned media across online and
social media channels to measure the impact of your PR and
marketing initiatives.
• Develop unified business impact metrics to better relate
your social impacts to ROI
19Client Day 2019
Measuring Exposure: Impact
How to define your score?
• Incorporate and weigh the metrics that are the most
valuable to create your own custom scores
• Incorporate social metrics such as reach, engagement
and followers with media value to understand your
ROI
• Monetize the value of online and social data i.e. Posts,
articles, tweets, etc.
• Define your adjusted or custom score with the help of
your CSM and the score will be added to your project
for you
20Client Day 2019
How to measure impact on opinion?
❑ Integration of survey data
❑ Brand recall & recognition
❑ Brand values & attributes
❑ Purchase Funnel & its evolution
❑ Awareness
❑ Interest
❑ Consideration
❑ Intent
❑ Evaluation
❑ Purchase
❑ Recommendation
❑ Loyalty
❑ Impact on various audience segments
❑ Impact on and evolution of ratio of promoters and detractors
❑ Market penetration: Is the brand associated with the direct or even aspirational competitors ?
❑ Brand perception: Is the brand associated with aspirational attributes?
21Client Day 2019
Measuring Opinion: Segmentation
Use custom filters and boolean logic to segment your audience into various relevant subgroups.
3 ways of doing this:
1. Using keywords that subgroups may use → Patients talking about suffering from a disease, having been diagnosed, …
2. Use the boolean operator authordescription: to search within Twitter users’ bios → to find members of the scientific
community, use authordescription:physician OR authordescription:scientist, …
3. Use the boolean operator demographic: to leverage our predefined demographic categories (occupations and interests) –
a drop-down menu will open up and you can chose what fits best
22Client Day 2019
How to measure business impact?
❑ Overlaying different types of information
❑ Website & e-commerce traffic – Google Analytics / Adobe Analytics
❑ Business Impact Metrics, such as:
❑ Sales figures (online and offline)
❑ Newsletter sign-ups
❑ Stock price
❑ Number of store visitors
❑ Google Trends
❑ Twitter Trends
❑ Influencer outreach ROI
❑ Long-term: Evolution of market share
23Client Day 2019
Measuring Impact: Google Analytics
Consolidate and simplify your web and social reporting by linking your Google Analytics account to Talkwalker. Easily find the
most important metrics to understand the impact of your campaign on your website performance, all in one place.
How to:
In Project Settings → Connected Accounts: add you GA credentials and allow access for Talkwalker
24Client Day 2019
Measuring Impact: Google Analytics
Once Talkwalker has access to your GA, you can display this
data in two ways:
1. Adding a Website to monitor the main metrics
a. From Topic Setup, click on Add a Web Analytics
b. Select the view you want to display on Talkwalker
25Client Day 2019
Measuring Impact: Google Analytics
2. Overlay GA overtime metrics
on Talkwalker widgets
a. Go to Project Settings →
Business Impact Metrics
b. Select Google Analytics
c. Add the Google
Analytics view you
would like to connect to
Talkwalker
d. In Analytics, using the 3
dots, select the GA
metrics you would like
to add to your widget
Campaign Campaign
26Client Day 2019
Measuring Impact: Business Impact Metrics
Showcase the value of your social efforts to all stakeholders by integrating your business indicators (sales data, stock price,
store visits, marketing spend, …)
How to:
In Project Settings → Connected Accounts: add you Google Spreadsheets credentials and allow access for Talkwalker
27Client Day 2019
Measuring Impact: Business Impact Metrics
Easily verify the impact of your communication efforts on your business by integrating your own metrics
28Client Day 2019
Measuring Impact: Business Impact Metrics
Understand who had the biggest impact on your business, by combining source panels and business impact metrics
29Client Day 2019
AMEC Framework
Objectives
Global Objectives Communication Objectives
Inputs
Target Audiences Strategy
Activities
Undertaken Efforts
Outputs
Exposure
Outcomes
Opinion
Impact
Business Impact
Conclusions and Recommendations
30Client Day 2019
THANKS!