[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]