AARRG! A Framework for Measuring Owned Media
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Transcript of AARRG! A Framework for Measuring Owned Media
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A Framework for Measuring Owned Media
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Rob ClarkDirector, Data & AnalyticsEnvironics Communications Inc.
@theelusivefish
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OWNED
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OWNED
Web Site Social Media
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2,450,382Page Views
Avg Pages 3.29
Bounce Rate 37%
Q2
2,033,743
3.11
32%
Q1
17%
6%
15%
% Change
EngagementsFacebook
3,754 3,589 5%
Even a man who is pure of heart and says his prayers at night, may find himself forced to swallow number soup full of percentages and fury signifying nothing.
DIGITAL PERFORMANCE
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Why do we measure?There are decisions to be made,but we are lacking the information needed to do so with clarity.
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AARRG
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AARRG• Acquisition• Activation• Retention• Referral• Goals
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AARRG• Acquisition• Activation• Retention• Referral• Goals
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AARRG• Who is your audience?• How did they come to you?
Quisition
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AARRGAudience Size
Quisition
# of sessionsMonthly active users
Follower countFollower retention
Follower countFollower retention
SubscribersSubscribers LostViewers
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AARRGAudience Composition
Quisition
Demographics / PsychographicsGeography
Demographics
Demographics / PsychographicsShare of conversation by followers
Subscriber demographicsViewer demographics
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AARRGSource of Traffic
Quisition
Channels (Direct / Email / Organic Search / Paid Search / Referral / Other)Source / Medium
Playback locationViewer originPaid / Organic
Paid / Organic
Paid / Organic
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AARRG• Is your audience seeing
what you want them to see?• Is your audience doing what
you want them to do?
ctivation
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AARRGctivationExposure to Content
Page, Landing Page, Exit PageEvents
Watch time• Paid / Organic
Impressions / Views• Paid / OrganicImpressions / Views• Paid / Organic
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AARRGctivationEngagement with Content
EventsConversions
Conversation (replies / comments)• SentimentApplause (likes )Amplification (retweets / shares)Click-through
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AARRG• Is your audience giving you
permission to reach them again?
• Is your audience returning for more?
etention
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AARRGetentionReturning Visitors• New vs Returning• Monthly active usersClick-through to additional branded propertyNewsletter sign-up
Subscribe / Follower Growth & RetentionRepeat Engagement (Share of Conversation by Followers)
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AARRG• Is your audience sharing
and directing others to you?
eferral
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AARRGeferralReferral trafficOn-site reviews, testimonials, endorsements
Amplification (shares / retweets)Viewer origin
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AARRG• Did you accomplish your
business or communication objectives?
oal
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Not everything that can be counted counts.Not everything that counts can be counted.
If it changes, it can be measured.
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GoalsBusiness Objectives Communication Objectives• Revenue• Talent Acquisition• Customer Retention
• Awareness• Education / Understanding• Build / Re-Establish Trust• Create a Positive Association• Form or Change an Opinion• Drive an Action• Build an Audience
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• AcquisitionWho’s your audience and how did you pull them into your audience?
• ActivationIs your audience seeing what you want them to see? Doing what you want them to do?
• RetentionIs your audience giving you permission to keep reaching out to them? Are they coming back for more?
• ReferralIs your audience directing others your way?
• GoalsAre you achieving your objectives?
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It’s important to know ‘what’ is happening.
Understanding the ‘context’ and being able to say ‘why’ it’s happening and ‘how’ it matters is the difference between good and great reporting.
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• Compare current period to running averages(e.g. current month to previous month, 3-month and 12-month averages)
• What’s changed?• What caused it to change?• Is the change the result of something you did or
outside forces?• Can the change be mitigated, replicated or scaled?• Is this a one-time occurrence or the start of a trend?
Getting context
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Questions?