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talkwalker.com

Client Day 2019

MEASURE UP!

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!