Key Performance Indicators

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From the course by Northwestern University

Content, Advertising & Social IMC

578 оценки

Northwestern University

Content, Advertising & Social IMC

578 оценки

Course 4 of 6 in the Specialization Social Media Marketing

Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

From the lesson

Measuring Your Social Programs

In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.

Three Social Strategies5:07

Measuring Social IMC Programs9:54

Key Performance Indicators3:43

Testing Your Strategies8:46

Meet the Instructors

Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

[MUSIC]

Returning to our performance funnel,

you might be wondering why engagement marketing can only use social

metrics while the others can use social and business metrics.

The answer is simple.

Engagement marketing has a gap in the performance funnel.

Engagement marketing focuses on a specific high-value market which is unsocial.

We create awesome content which draws them to our social networking site.

So far, so good.

We can develop KPIs to this level, but then there is a gap.

Because our social networking site does not connect to our sales and marketing

system, you cannot follow an individual down the rest of the performance funnel.

We cannot link the specific purchases to the investment.

In other words, it is a leap of faith.

Or as pundits on social engagement marketing say,

it's intuitive that this relationship is there.

That is true, but the embrace strategies don't have that performance gap.

Because they are linked by email or by name and address to our sales and

marketing system,

we can follow an individual from the top to the bottom of the funnel.

No gaps means a social marketing program with measurable profits and ROI.

We can justify our programs to senior management and we can measure

the actual performance funnels as we roll out our social marketing program.

So why are performance funnels and

KPIs important to this social marketing specialization?

First, we can develop them to justify our programs to ourselves and

if required to senior management.

But there is an even more important benefit.

Your ability to manage and improve your social programs and do it with precision.

Say you developed a social program for a specific target market and in talking

to other marketers, you projected that your registration rate would be 85%.

This is the number you used in your budget and

in your presentation to senior management.

However, when the program actually happened,

you see the the actual registration rate is 75%.

What does that mean, and why is that important?

You built your budget on 85% and the actual rate is 75%,

which means you are under your performance forecast.

You are missing your KPIs.

What is your response?

Do what Steffi Decker does.

Test alternative landing pages using A/B split tests to try to build

a better landing page to increase registration rates to 85% or above.

Above means you are above your forecast to senior management.

What do you test?

Probably stronger benefit copy, reducing the number of questions,

moving your submit button to make it more visible, or any number of things.

Your KPIs justify your marketing program and then in actual operation

show you the areas you need to focus on to hit your marketing and business goal.

[MUSIC]

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