Tracking ImpactDavid Sim

4TM Customer Engagement

She added: ‘The person responding for Nestle seems to be junior. In future they need look at the person who is responsible for monitoring the page

and use someone more senior.'PR Week

Opportunity for Nestle?

What Impact?

•Decide what you want to achieve

•Relate to your business / personal objectives

•Set targets

•Consider call to action

•Digital Engagement Plan - it’s all about people

Digital Engagement Plan•Who do you want to reach?

•Is your audience using digital platforms?

•What platforms are they using?

•What policies do we have?

•How does it complement other marketing?

Qualitative• Raise awareness?

• Make customers happier?

• Become part of discussions online?

• Create a dialogue?

• Be talked about as an expert?

• Maintain relationship between visits / purchases.

• Become better informed.

• Consider outcomes...

Quantitative

•Increase visits to our website?

•Get more fans / followers on social networks?

•Increase reach in specific demographics?

•Have more podcast subscribers?

•Sell more good and services?

•Reading the numbers...

•Hits / Visits / Bounce Rate

•Length of time on site / Pages per visit

•New visits / returning visitors

•Who are your visitors?

Google Analytics

ConversionValue

google.com/analytics

google.com/analytics

google.com/analytics

google.com/analytics

google.com/analytics

google.com/analytics

Facebook Insights

Museum of Modern Art

YouTube.com Insights

Hootsuite.com

bit.ly

Twitterholic.com

Retweeting

Monetisation

Will It Blend?

eCommerce (and tie in with social media?)

Affiliate Schemes

Tracking Qualitative Measures• Convert into measures where possible

• E.g. engage with existing customers: Repeat vs New

• Frequency of mentions?

• Number of problems solved?

• New contacts made?

• Hits driven by social media

• May be trend rather than absolute numbers

• Survey

Using The Information

•Refine your digital engagement plan

•Is the right person responding?

•Assessing value to the business

Google.com/alerts

Why Track?

google.com/i

4TM Services

•David Sim

•david@4tm-services.com

•twitter.com/davidrsim

•facebook.com/davidrsim