Measurement and Metrics Guidebook

presented by

Measurement and Research Council

November 2009
Table!of!Contents!
!
!"#$%&"'"()*#(+*,"$"#&-.*/&#'"01&2*3#+#4)"+*5&1'*6"&'7(1819:*/&#'"01&2;<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<=*
>?!!@*!"#$%&"'"()*A%7+"B112*,"5"&"(-"*A%7+" <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< C*
@+D1-#-:*!"#$%&"'"() <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< E*
F1(D"&$#)71(*G18%'"*#(+*H.#&" <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<IJ*
F1$)*K"58"-)71(<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<I=*
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,#)7(9$*Q*,"D7"0$ <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<OE*
,"#-.<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<RR*
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H"()7'"()*@(#8:$7$ <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<=O*
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H4"-7#8*H"-)71(*1(*H1-7#8*!"+7#*H%--"$$*!")&7-$ <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<SI*
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What!this!Guidebook!Is!and!Is!Not!
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How!The!Guidebook!is!Organized!
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Table!1!
Measurement!and!Research!Framework!(adapted!from!
Terminology!Framework)!
WOM!
Who! How! What! Where! Result! ROI!
EPISODE!
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!!!!!!!!!!!!!!!!!!!!!!!!!!!.SCAD>B!TSBC!"A*>CD>SB!U/D<ST--V! ! 5
Table!2!
WOMMA!Measurement!Guidebook!Reference!Guide!
!
If!you!want!to!
measure!this!type! …which!is!defined!as…!
of!program…!
!
Buzz!Marketing:!! -1234!52456789:2;<!<3=<8=>23?<3=!98!3<@1!=9!
4<=!7<97;<!=9!=>;A!>B9C=!D9C8!B8>3EF!
Viral!Marketing:! '8<>=234!<3=<8=>23234!98!23:98?>=2G<!?<11>4<1!
=5>=!>8<!E<1243<E!=9!B<!7>11<E!>;934!23!>3!
<K793<3=2>;!:>15293I!9:=<3!<;<J=8932J>;;D!98!BD!
<?>2;F!
Community! L98?234!98!1C7798=234!32J5<!J9??C32=2<1!=5>=!
Marketing:! >8<!;2A<;D!=9!15>8<!23=<8<1=1!>B9C=!=5<!B8>3E!
M1CJ5!>1!C1<8!489C71I!:>3!J;CB1I!>3E!E21JC11293!
:98C?1NO!789G2E234!=99;1I!J93=<3=I!>3E!
23:98?>=293!=9!1C7798=!=591<!J9??C32=2<1F!
Grassroots! /84>32P234!>3E!?9=2G>=234!G9;C3=<<81!=9!
Marketing:! <34>4<!23!7<8193>;!98!;9J>;!9C=8<>J5F!
Evangelist! 'C;=2G>=234!<G>34<;21=1I!>EG9J>=<1I!98!
Marketing:! G9;C3=<<81!@59!>8<!<3J9C8>4<E!=9!=>A<!>!
! ;<>E<81527!89;<!23!>J=2G<;D!178<>E234!=5<!@98E!
93!D9C8!B<5>;:F!
Product!Seeding:! *;>J234!=5<!8245=!789ECJ=!23=9!=5<!8245=!5>3E1!
>=!=5<!8245=!=2?<I!789G2E234!23:98?>=293!98!
1>?7;<1!=9!23:;C<3=2>;!23E2G2EC>;1F!!
Influencer! &E<3=2:D234!A<D!J9??C32=2<1!>3E!9723293!
Marketing:! ;<>E<81!@59!>8<!;2A<;D!=9!=>;A!>B9C=!789ECJ=1!
>3E!5>G<!=5<!>B2;2=D!=9!23:;C<3J<!=5<!97232931!
9:!9=5<81F!!
Cause!Marketing:! (C7798=234!19J2>;!J>C1<1!=9!<>83!8<17<J=!>3E!
1C7798=!:89?!7<97;<!@59!:<<;!1=8934;D!>B9C=!
=5<!J>C1<F!!
Conversation! &3=<8<1=234!98!:C3!>EG<8=21234I!<?>2;1I!J>=J5!
Creation:! 758>1<1I!<3=<8=>23?<3=I!98!789?9=2931!
E<1243<E!=9!1=>8=!@98E!9:!?9C=5!>J=2G2=DF!!
Brand!Blogging:! '8<>=234!B;941!>3E!7>8=2J27>=234!23!=5<!
B;949175<8<I!23!=5<!17282=!9:!97<3I!=8>317>8<3=!
J9??C32J>=2931O!15>8234!23:98?>=293!9:!G>;C<!
=5>=!=5<!B;94!J9??C32=D!?>D!=>;A!>B9C=F!!
Referral! '8<>=234!=99;1!=5>=!<3>B;<!1>=21:2<E!JC1=9?<81!
Programs:! =9!8<:<8!=5<28!:82<3E1F!
!!!!!!!!!!!!!!!!!!!!!!!!!!!"#$%&'(!)#($!*%+'$&'#(!,-&.#)//0! !
...then!read!these!entries:!
'93G<81>=293!H9;C?<!>3E!(5>8<I!
"""I!%<>J5I!%/&I!(<3=2?<3=!+3>;D121!
'93G<81>=293!H9;C?<!>3E!(5>8<I!
"""I!%<>J5I!%/&I!(<3=2?<3=!+3>;D121!
+EG9J>JDI!'91=!.<:;<J=293I!'91=!*<8!
'93G<81293I!'93G<81>=293!H9;C?<!>3E!
(5>8<I!&3:;C<3J<I!"""I!%<>J5I!%/&I!
(<3=2?<3=!+3>;D121I!H>;C<!9:!>!
'93G<81>=293!
+EG9J>JDI!'91=!*<8!'93G<81293I!
'93G<81>=293!H9;C?<!>3E!(5>8<I!
&3:;C<3J<I!"""I!%<>J5I!%/&I!
(<3=2?<3=!+3>;D121I!H>;C<!9:!>!
'93G<81>=293!
+EG9J>JDI!'91=!*<8!'93G<81293I!
'93G<81>=293!H9;C?<!>3E!(5>8<I!
&3:;C<3J<I!"""I!%<>J5I!%/&I!
(<3=2?<3=!+3>;D121I!H>;C<!9:!>!
'93G<81>=293!
+EG9J>JDI!'91=!*<8!'93G<81293I!
'93G<81>=293!H9;C?<!>3E!(5>8<I!
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'93G<81>=293!H9;C?<!>3E!(5>8<I!
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'93G<81>=293!
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'93G<81>=293!H9;C?<!>3E!(5>8<I!'91=!
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9:!>!'93G<81>=293!
6
Advocacy!Measurement!
David!Rabjohns,!MotiveQuest!
!
!"#$%&%'()*(&+(&%,-((./00)&1("/*%0)2/*(),(&*3(“the!act!or!process!of!advocating!or!supporting!a!cause!or!
proposal”!!"#$%&,/*(4$($5,($6(,7/)0(8&'(,$(&%,)#/9'(0/%$11/+"(:0$"5%,*;(*/0#)%/*(&+"(%&5*/*(,$(,7$*/(&0$5+"(
,7/1(<&+"(2/'$+";()+(,7/($+9)+/(/+#)0$+1/+,-=((!"#$%&%'(1/&*50/1/+,(,7/0/6$0/("/*%0)2/*(,7/(:0$%/**/*(
5*/"(,$(1/&*50/(,7/(&%,($6(&"#$%&%'-((>7)*(*/%,)$+($5,9)+/*(,7/(&::0$&%7/*-((
!
Overview!
?/$:9/(7&#/(&98&'*(&"#$%&,/"(6$0(,7/(,7)+4*(,7/'(%&0/(&2$5,(2'(1&@)+4(0/%$11/+"&,)$+*(,$(/&%7($,7/0-((A+(
D$1&+(,)1/*;(:/$:9/(4&,7/0/"(&0$5+"(,7/(6$5+,&)+;(&*@)+4(/&%7($,7/0(87)%7(:$,*(8$+B,(20/&@-((C$8;(:/$:9/(
4&,7/0($+(,7/()+,/0+/,(&*@(/&%7($,7/0(87&,(9&:,$:($0(%/99(:7$+/()*(2/*,-(
(
A+(0/%/+,(,)1/*(&"#$%&%'(1/&*50/1/+,(7&*(2/%$1/(&+()+%0/&*)+49'(7$,(,$:)%(6$0(,70//(0/&*$+*3((
! !"#$%&%'(7&*(&98&'*("0)#/+(2/7&#)$0(&+"(,7/()+,/0+/,(7&*(&99$8/"(&"#$%&%'(,$(*%&9/-((A+*,/&"($6($+/(
0/%$11/+"&,)$+(&66/%,)+4(&(6/8(:/$:9/;(),(%&+(&66/%,(,7$5*&+"*(&+"(2/(*&#/"(6$0/#/0($+9)+/-(
! ?/$:9/(7&#/(0/&9)E/"(,7/(:$8/0($6(+/,8$0@/"(&"#$%&%'(,$(&66/%,(2/7&#)$0-((?0/*)"/+,(F2&1&(5*/"(,7)*(
5+"/0*,&+")+4(,$(25)9"(&(9&04/(&+"(&%,)#/(2&*/($6(40&**(0$$,*(&"#$%&,/*(,$(7/9:(7)1(8)+(,7/(/9/%,)$+-(
! C/8(1/&*50/1/+,(,$$9*(7&#/(1&"/(),(/&*)/0(,$(,0&%@(1&+&4/;(1$+),$0(&"#$%&%'(&+"(*$1/(7&#/(/#/+(
"/1$+*,0&,/"(&(*,0$+4(%$00/9&,)$+(2/,8//+(&"#$%&%'(&+"(*&9/*-(
(
Approaches!to!advocacy!measurement!
>7/(@/'(,$(1/&*50)+4(&"#$%&%'()*(,$3(
A- A"/+,)6'(&99($6(,7/(")66/0/+,(8&'*(:/$:9/(#/02&9)E/(,7/)0(&"#$%&%'((
AA- ./,7$"$9$9$4)%&99'()*$9&,/(&"#$%&%'(60$1(4/+/0&9(:$*),)#/(*/+,)1/+,(,$8&0"*(&+($04&+)E&,)$+;(20&+";(
:0$"5%,;($0(*/0#)%/(<6$0(/G&1:9/(A(1)47,(9)@/(6)#/(")66/0/+,(%&0(20&+"*(25,(8)99($+9'(,/99(1'(&5+,(,$(25'($+/(
$6(,7/1=(
AAA- HG:9$0/(87$()*("$)+4(,7/(&"#$%&,)+4(&+"(&+&9'E/(,7/(9/#/9($6(&"#$%&%'(60$1(,7&,()+")#)"5&9(6$0(&(
20&+"I,$:)%(#/0*5*($,7/0(20&+"*($0(,$:)%*(,7/'(7&#/(,&9@/"(&2$5,(:&**)$+&,/9'(
(
!%%$0")+4(,$(,7/(!2/0"//+(J0$5:(,7/(,70//(7)47/*,(*%$0)+4(&"#$%&%'(1/,0)%*(&0/3(
!
1. The!Net!Promoter!Score!(NPSTM)(%$K"/#/9$:/"(2'(Fred Reichheld;(L&)+(M(N$1:&+';(&+"(O&,1/,0)G(
http://www.satmetrix.com/-(((C?O("/6)+/*(L0&+"(!"#$%&%'(&*(PQ)@/9)7$$"(,$(0/%$11/+"-R((>7/(*%$0/()*(
%&9%59&,/"(2'(&*@)+4(%$+*51/0*($+(&(*%&9/($6(SKST(,7/)0(9)@/9)7$$"(,$(0/%$11/+"(&(%$1:&+'($0(20&+"-((
>7/(*%$0/()*(,7/(:/0%/+,&4/($6(0/*:$+"/+,*(9)@/9'(,$(0/%$11/+"(<!+*8/0)+4(UKST=;(1)+5*(,7$*/(9/**(
9)@/9'(,$(0/%$11/+"(<O%$0)+4(TKV=-(
7,,:3II7&0#&0"25*)+/**$+9)+/-72*:-7&0#&0"-/"5I72*:I72$I&0,)%9/*I&0,)%9/-W*:X&0,)%9/AYZDT[S\NM19]&%
,)$+Z4/,K&0,)%9/M:0)+,Z,05/((
(
2. The!Brand!Advocacy!Quotient!(BAQTM)("/#/9$:/"(2'(C)/9*/+(F+9)+/(7,,:3II888-+)/9*/+K$+9)+/-%$1I-((
L!^(/G:9$0/*(&"#$%&%'(&*(),(0/9&,/*(,$(*&,)*6&%,)$+(&+"()1:$0,&+%/-((>7/(*%$0/(&)1*(,$(%$12)+/(%$+*51/0(
4/+/0&,/"(*$%)&9(1/")&(&%,)#),';(8/2*),/(&%,)#),'(&+"(*50#/'(2&*/"("&,&(8),7(C)/9*/+B*(./4&?&+/9(,$(
"/,/01)+/(87/,7/0(%$+*51/0*(&0/(:0$1$,)+4($0(/0$")+4(20&+"*-(7,,:3II888-+)/9*/+K
$+9)+/-%$1I/1%IT_T`]82Ia/2)+&0TbTST_]L0&+"]!"#$%&%']N9)/+,*-:"6(

3. The!MotiveQuest!Online!Promoter!Score!(OPSTM)("/#/9$:/"(2'(.$,)#/^5/*,(
7,,:3II888-1$,)#/e5/*,-%$1I20&+"&"#$%&%'-(>7/(F+9)+/(?0$1$,/0(O%$0/(<F?O=()*(&(1/,7$"$9$4'(,7&,(
8&*(%0/&,/"(2'(.$,)#/^5/*,()+(\TTb(,$(7/9:(20&+"($8+/0*(1/&*50/(,7/(/66/%,($6(,7/)0(1&0@/,)+4($+(
%$+*51/0(&"#$%&%'(<0/%$11/+"&,)$+=(6$0(,7/)0(20&+"*-(A,(8&*(,7/(6)0*,(1/,0)%(2&*/"($+($+9)+/(8$0"($6(
1$5,7(<FaF.=(,$(*7$8(&(%$00/9&,)$+(2/,8//+($+9)+/(&"#$%&%'(&+"(*&9/*;(&*("$%51/+,/"(2'(f$00/*,/0()+(
&(0/%/+,9'(:529)*7/"(2$$@(,),9/"(Groundswell-(
7,,:3II751&+#$)%/-8$0":0/**-%$1I\TT_IT`I\UI40$5+"*8/99K2$$@K0/#)/8I(

(((((((((((((((((((((((((((.H>DANO(LHO>(?D!N>ANHO(JcAYHLFFd( ( 7
More!detail!can!be!found!here:!!"#$!%&$'($$)!*'+,-!$.-/+'$(!0#$1$!0#'$$!+-02+)1!31!-3'0!+4!0#$2'!
5$-0$6&$'!7889!'$-+'0!020/$(:!;<+6-3)2$1!5$3'=#!4+'!3)(!>2)(:!?$0'2=1!0+!?$31,'$!5+=23/!?$(23!@ABCD!!
#00-EFFGGGC3&$'($$)C=+6F=F'$-+'0F-$'1-$=02H$FII78J%BJ6$0'2=1J1+=23/J6$(23C-(4!!

Other,!less!frequently!mentioned!metrics!include:!
J!"#$!5620#!3)(!K+)$1!%(H+=3=L!B)($."?!!#00-EFFGGGC1620#3)(M+)$1C=+6F&'3)(J3(H+=3=L!
J!<,10+6$'!>+=,1$(!B)12N#0!O,+02$)0!P<>2QR:!G#2=#!G31!($H$/+-$(!&L!BS?T1!B)1020,0$!4+'!S,12)$11!U3/,$!
#00-EFF0#$=,10+6$'2)1020,0$C&/+N1-+0C=+6F788VF8WF=42QJH$'1,1J)-1C#06/!
!
"#$'$!3'$!3!/+0!+4!G3L1!0+!N+!3&+,0!6$31,'2)N!&'3)(!3(H+=3=L:!2)=/,(2)N!=,10+6!'$1$3'=#!1+/,02+)1C!!A)$!+4!
0#$!6+10!=+66+)!G3L1!-$+-/$!6$31,'$!3(H+=3=L!21!0#$!126-/$!Q,$102+)!2)=/,($(!2)!63)L!1,'H$L1:!;X+,/(!
L+,!'$=+66$)(!0#21!-'+(,=0F1$'H2=$!0+!3!4'2$)(YD!!"#21!=3)!&$!2)=/,($(!2)!3/6+10!3)L!Z2)(!+4!=,10+6$'!
1,'H$L!0#30!L+,!,1$C!!A0#$'!3--'+3=#$1!2)H+/H$!=+662112+)2)N!'$1$3'=#!0+!2($)024L!0#$!3(H+=30$1!G20#2)!L+,'!
=,10+6$'!&31$!3)(!$.-/+'$!0#$!0L-$1!+4!211,$1!(21=,11$(!3&+H$E!!G#+!0#$L!3'$:!G#30!6+02H30$1!0#$6!0+!
3(H+=30$!+)!L+,'!&$#3/4:!G#30!0#2)N1!3&+,0!L+,!0#$L!(21=,11!G#$)!0#$L!3(H+=30$:!G#30!L+,!P31!3!&'3)(R!=3)!
(+!0#30!G+,/(!1026,/30$!0#$6!0+!3(H+=30$!4,'0#$'!+)!L+,'!&$#3/4:!3)(!1+!4+'0#C!!B0!21!3/1+!-+112&/$!0+!2($)024L!
&'3)(!3(H+=30$1:!3)(!0#'+,N#!10302102=3/!0$=#)2Q,$1:!0+!0#$)!;1=+'$D!L+,'!(303&31$!P+'!3)L!0#2'(!-3'0L!
(303&31$R!0+!3//+G!L+,:!31!3!63'Z$0$':!0+!$)N3N$!2)!1-$=23/!+,0'$3=#!-'+N'361!03'N$0$(!1-$=242=3//L!30!0#$!
3(H+=30$1C!
!
Key!Considerations!
"#$'$!21!1+6$!($&30$!3&+,0!0#$!(244$'$)0!3--'+3=#$1!0+!3(H+=3=L!6$31,'$6$)0C!!5+6$!-$+-/$!&$/2$H$!0#30!
6$31,'2)N!;!2)0$)02+)!0+!3(H+=30$D!21!3!/$11!'$/23&/$!6$31,'$6$)0!0#3)!$.362)2)N!0#$!;3=0,3/!3=0!+4!3(H+=3=LDC!
!
"#$!10L/$1!+4!6$31,'$6$)0!0$)(!0+!&'$3Z!2)0+!0#'$$!3'$31E!
BC %1Z2)N!-$+-/$!0+!'$=3//!24!0#$L!G+,/(!'$=+66$)(!P,1,3//L!3!1,'H$L!Q,$102+)R!
BBC ?$31,'2)N!-$+-/$[1!3=0,3/!'$=+66$)(302+)1!0+!$3=#!+0#$'!H23!3!1,'H$L!Q,$102+))32'$!
BBBC ?$31,'2)N!-$+-/$[1!3=0,3/!'$=+66$)(302+)1!0+!$3=#!+0#$'!H23!6+)20+'2)N!0#$2'!+)/2)$!=+)H$'1302+)1C!
!
%0!0#21!026$:!0#$'$!(+$1!)+0!3--$3'!0+!&$!3!($42)202H$!&+(L!+4!'$1$3'=#!=+6-3'2)N!0#$!'$/23&2/20L!+4!0#$1$!
H3'2+,1!3--'+3=#$1!G20#!$3=#!other.!
!
Examples!
OBAMA:!!>+'!0#$!7889!N$)$'3/!$/$=02+):!?+02H$O,$10!6$31,'$(!0#$!=+''$/302+)!&$0G$$)!+)/2)$!3(H+=3=L!4+'!
0#$!0G+!=3)(2(30$1!P?=<32)!3)(!A&363R!3)(!0#$!-+-,/3'!H+0$C!!"#$!6+($/!-'$(2=0$(!0#$!$)(!'$1,/0!
#00-EFF(+0G+6C&/+N1-+0C=+6F7889F\\F6+02H$Q,$10J=3//$(J20C#06/C!
!
MINI:!!?2)2!PS?XR!,1$(!0#$!A)/2)$!]'+6+0$'!5=+'$!0+!6$31,'$!0#$!=+''$/302+)!&$0G$$)!1#2401!2)!3(H+=3=L!
3)(!1#2401!2)!13/$1C!!"#$!G+'Z!=#3)N$(!0#$2'!63'Z$02)N!4+=,1!4'+6!-'+1-$=01!0+!=,''$)0!=,10+6$'1!3)(!0#$2'!
&,12)$11!N'$GC!#00-EFFGGGC1/2($1#3'$C)$0F6+02H$Q,$10F6+02H$JQ,$10J3(H+=3=LJ4+'J62)2!3)(!
#00-EFFGGGC1/2($1#3'$C)$0F6+02H$Q,$10F6+02H$Q,$10J&11-J62)2J=31$J10,(LC!

MOTOROLA:!!"#$!A)/2)$!]'+6+0$'!5=+'$!-'$(2=0$(!0#$!($=/2)$!2)!?+0+'+/3!1#3'$!0G+!Q,3'0$'1!&$4+'$!1#3'$!
3=0,3//L!1030$(!0+!($=/2)$C!!!B4!?+0+'+/3!#3(!#$$($(!0#$!G3')2)N1!0#$L!G+,/(!#3H$!1$$)!0#$!=#3//$)N$1!0#$2'!
=$//,/3'!(2H212+)!43=$(!0G+!L$3'1!&$4+'$!0#$L!#20!0#$!G3//C!
#00-EFFGGGC1/2($1#3'$C)$0F6+02H$Q,$10F6+02H$Q,$10J0$/=+J3(H+=3=LJ-'$1$)0302+)
!
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Cost!Per!Conversion!
!"#$#%&'()*+,-./0%1223+#/"%
!
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Word!of!Mouth!Marketing!&!Cost!Per!Conversion!
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)-4/+%A.",%4",#7%RQS5%5*',%)5%7#)',%)/9%6*7',)5#%./"#/">%%?,#%.8647")/'#%4@%'45"%6#7%'4/$#75.4/%)/9%",#%A);%
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7#-)".4/5,.6%:#"A##/%",#%'45"%4@%+#/#7)"./+%)%'4/$#75.4/%)/9%",#%$)-*#%4@%",)"%'4/$#75.4/>%%T,#/%
'486)7./+%9.@@#7#/"%54*7'#5%4@%'4/$#75.4/%."%.5%6455.:-#%@47%4/#%54*7'#%"4%,)$#%)%-#55%@)$47):-#%'45"%6#7%
'4/$#75.4/%:*"%)%,.+,#7%7#"*7/%4/%./$#5"8#/"%DVUSI%",)/%)/4",#7%54*7'#%9*#%"4%9.@@#7#/'#5%./%",#%$)-*#%
",)"%",45#%'4/$#75.4/5%+#/#7)"#>%
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8)7<#"./+%)'".$.".#5>%%?,.5%',)--#/+#%.5%4@"#/%)86-.@.#9%@47%TU&%8)7<#"./+%:#')*5#%)%TU&%
7#'488#/9)".4/%')/%4@"#/%:#%",#%')")-;5"%@47%)%7#564/5#%",)"%4''*75%",74*+,%9.@@#7#/"%',)//#-5%D#>+>0%)%
7#'.6.#/"%4@%)%TU&%7#'488#/9)".4/%8);%7#564/9%./9.7#'"-;%",74*+,%4",#7%8#9.)%5*',%)5%";6./+%)%B*#7;%
./"4%)%5#)7',%#/+./#0%$.5."./+%)%:7)/9W5%A#:5."#0%:*;./+%)%6749*'"%@748%)/%4/-./#%7#").-#70%)/9%",#%
)""7.:*".4/%4@%",#%'4/$#75.4/%8);%/4"%:#%'-#)7I>%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%%&X?VS=!%1X!?%QV3=?S=X!%PYSZX1UUR% % 18
!
! Incremental!Conversions:!"#$%!&'!()*!+,$!+-.$!/)!+//,&-*/$!+!0)%#$,1&)%!/)!+!2+,/&0*.+,!3+,4$/&%5!+0/&#&/(!&/!
3+(!%)/!3$+%!/6+/!/6$!0)%#$,1&)%!&1!&%0,$3$%/+.7!8&7$79!:)*.;!/6$!0)%#$,1&)%!6+#$!)00*,,$;!+%(:+(7<!!
=6&1!&1!+%!&32),/+%/!;(%+3&0!/)!*%;$,1/+%;!+%;!/6$,$!+,$!3*./&2.$!3$/6);1!/6+/!0+%!-$!*1$;!/)!/,(!/)!
3$+1*,$!&%0,$3$%/+.!0)%#$,1&)%1!&%0.*;&%5!/$1/!#17!0)%/,).!+%;!3+,4$/!3&>!3);$.&%57!!
!
Conclusion!
?)1/!2$,!0)%#$,1&)%!&1!+!#+.*+-.$!4$(!2$,'),3+%0$!&%;&0+/),!/)!/,+04!@AB!3+,4$/&%5!1*00$119!$12$0&+..(!
:6$%!0)3-&%$;!:&/6!)/6$,!,$.$#+%/!CDE17!!=6&1!3$/,&0!0+%!6$.2!()*!*%;$,1/+%;!&'!()*!+,$!2+(&%5!/))!3*06!'),!
+!0)%#$,1&)%9!$%+-.$!()*!/)!0)32+,$!()*,!@AB!+0/&#&/&$1!/)!)/6$,!3+,4$/&%5!&%&/&+/&#$1!+%;!/)!/$1/!+%;!
)2/&3&F$!.$#$,1!:&/6&%!()*,!@AB!3+,4$/&%5!2,)5,+37!!@6$%!*1&%5!0)1/!2$,!0)%#$,1&)%!/)!)2/&3&F$!()*,!
-*1&%$11!1/+,/!-(!;$'&%&%5!/6$!0)%#$,1&)%1!/6+/!+,$!3)1/!,$.$#+%/!/)!()*,!-*1&%$11!1&/*+/&)%9!&;$%/&'(!/6$!0)1/!
/)!5$%$,+/$!/6$!0)%#$,1&)%9!0)%1&;$,!/6$!#+.*$!)'!/6$!0)%#$,1&)%9!/6$!+00*,+0(!)'!/6$!0)%#$,1&)%!+//,&-*/&)%9!
+%;!&32.$3$%/!1).*/&)%1!/)!3$+1*,$!&%0,$3$%/+.!0)%#$,1&)%17!
!
Resources!
?+,.9!@+./$,7!Measuring!Word!of!Mouth,!vol.!4.!GB$+1*,&%5!/6$!H+.*$!)'!@),;!)'!B)*/67I!?6&0+5)J!@ABBK9!
LMMN!
D+).*00&9!O+%$7!Measuring!Word!of!Mouth,!vol.!4.!GB$/,&01!/6+/!B+//$,J!P$#$.)2&%5!C$(!D$,'),3+%0$!E%;&0+/),1!
/)!B$+1*,$9!?)33*%&0+/$9!+%;!B+>&3&F$!/6$!QAE!)'!@),;!)'!B)*/67I!!?6&0+5)J!@ABBK9!LMMN7!
Lovett,!John.!“A!Framework!For!Multicampaign!Attribution!Measurement.”!!R$:!S),4J!T),,$1/$,!Q$1$+,069!
LMMU7!
!

!!!!!!!!!!!!!!!!!!!!!!!!!!!B"=QE?V!W"V=!DQK?=E?"V!XYEP"WAAC! ! 19
The!Influence!Factor!
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Overview!
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4,))#5)3-5%'-"%3-5720#'0)<%=739%8'#-%573#/%;2>$#4%,;#-#,-%$3'"3/%05'520*%'0%5739%0;3'(%2;%'-"%#-1203%
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%%%%%%%%%%%%%%%%%%%%%%%%%%%?T=S!&L%UTL=%HSI&=!&TL%+V!FTUNNR% % 20
Online!Buzz!Monitoring!and!Conversation!Tracking!
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1
“Consumers Trust Real Friends and Virtual Strangers the Most,” The Nielsen Company, July 7 2009.
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-
strangers-the-most/
1
“How does sentiment work? And how accurate is it, anyway?” Margaret Francis, Februrary 26 2009.
http://www.scoutlabs.com/2009/02/26/how-does-sentiment-work-and-how-accurate-is-it-anyway/
1
Crowdflower (A blog post about how Delores Labs’ most recent product offering, which allows
companies to collect multiple judgments of the same question for quality control).” Delores Labs,
September 15, 2009. http://blog.doloreslabs.com/2009/09/crowdflower/

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2'44$2!$;&(+')&A'!3&A$3*0-'+*4&!+*2,-./&*.;&'.4-.$&-.!$+2$#!&%1+0$"%9&>3$&*0$+*/$&2'%!&!'&-.(41$.2$&!3$&
#1+23*%$&-.!$.!&'(&$*23&#$+%'.@&A*%$;&'.&!3$&LK6&*;0$+!-%-./&*4'.$@&=$+$&UV9VW&5JM8&*.;&UV9XO&5M;-;*%89&L1!&
=3$.&!3$&+$%$*+23$+%&*;;$;&-.&!3$&6K6&:')$.!1)&J(($2!&!3$&*0$+*/$&2'%!&!'&-.(41$.2$&#1+23*%$&-.!$.!&('+&
$*23&#$+%'.&;+'##$;&!'&UN9YZ&5JM8&*.;&UN9ZN&5M;-;*%89&:*+,$!-./&J0'41!-'.&2'.241;$;&!3*!&'0$+&3*4(&'(&!3$&
0*41$&2+$*!$;&('+&!3$&A+*.;%&=*%&;+-0$.&A"&!3$&:')$.!1)&J(($2!&5!3$&'.4"&$<2$#!-'.&=*%&-.&!$+)%&'(&1.*-;$;&
*=*+$.$%%@&=3-23&=*%&;+-0$.&A"&*;0$+!-%-./89&>31%@&!3$&0*41$&2+$*!$;&A"&!3$&6K6&#*%%E*4'./&$(($2!&=*%&;1$&!'&
!3$&('44'=-./&(*2!'+%[&V8&%-.2$&#$'#4$&2'14;&;'=.4'*;&*.;&%3*+$&2'.!$.!&!3$&#+'/+*)&+$*23$;&)'+$&#$'#4$&
A$"'.;&!3'%$&;-+$2!4"&$<#'%$;&!'&!3$&*;0$+!-%-./&'+&=3'&;-+$2!4"&0-%-!$;&!3$&A+*.;$;&'.4-.$&2'))1.-!"@&*.;&
K8&#$'#4$&=3'&A'!3&+$2$-0$;&*&+$2'))$.;*!-'.&*.;&!3$.&*2!1*44"&0-%-!$;&!3$&A+*.;&2'))1.-!"&=$+$&)'+$&
4-,$4"&!'&23*./$&!3$-+&*!!-!1;$&!'=*+;%&!3$&A+*.;9&
!
Key!Considerations!
>3$+$&*+$&*&.1)A$+&'(&#'-.!%&A+*.;%&%3'14;&2'.%-;$+&=3$.&)$*%1+-./&!3$&0*41$&'(&*&2'.0$+%*!-'.9&\-+%!@&
1.;$+%!*.;&3'=&$*23&)';$4&;$(-.$%&F0*41$9G&:';$4%&4-,$&]$!&7+')'!$+^&J2'.')-2%&*.;&6'.0$+%*!-'.&
?*41$^&;$(-.$&0*41$&-.&!$+)%&'(&A'!!')E4-.$&+$0$.1$&!3*!&-%&/*-.$;@&'+&4'%!@&*%&*&+$%14!&'(&%#$2-(-2&
+$2'))$.;*!-'.%&)*;$&(+')&'.$&#$+%'.&!'&*.'!3$+9&\'+&)';$4%&4-,$&!3$&)')$.!1)&$(($2!@&0*41$&-%&;$(-.$;&
-.&!$+)%&'(&*)#4-("-./&!3$&-)#*2!&'(&!+*;-!-'.*4&LK6&)$;-*&*.;&+$;12-./&!3$&2'%!&!'&-.(41$.2$&,$"&A+*.;-./&
)$!+-2%@&%123&*%&=3*!&-!&2'%!%&!'&-.2+$*%$&!3$&#+'#'+!-'.&'(&#$'#4$&=3'&*+$&*=*+$&'(&!3$&A+*.;@&3*0$&*&#'%-!-0$&
-)*/$&'(&!3$&A+*.;@&'+&-.!$.;&!'&+$2'))$.;&'+&#1+23*%$&!3$&A+*.;9&L1!&0*41$&2*.&*4%'&A$&/4$*.$;&(+')&
2'.%1)$+&2'.0$+%*!-'.%&-.&'!3$+&=*"%&!3*!&!3$%$&)';$4%&;'&.'!&$<#4-2-!4"&-.2'+#'+*!$@&%123&*%&A"&+$;12-./&
21%!')$+&*2R1-%-!-'.&2'%!%&'+&;$+-0-./&2'.%1)$+&-.%-/3!%&A"&4-%!$.-./&!'@&'+&#*+!-2-#*!-./&-.@&2'.0$+%*!-'.%&
=-!3&2'.%1)$+%9&
&
Q$2'.;@&23''%$&!3$&+-/3!&)';$4&;$#$.;-./&'.&"'1+&+$%$*+23&/'*49&\'+&$<*)#4$@&!3$&6'.0$+%*!-'.&?*41$^&*.;&
)$;-*&)-<&)';$4&'(&!3$&)')$.!1)&$(($2!&)*"&A$&A$!!$+&%1-!$;&!'&*%%$%%&#+''(&'(&#$+('+)*.2$&('+&%#$2-(-2&
)*+,$!-./&-.-!-*!-0$%&;$%-/.$;&!'&*)#4-("&HI:&=3-4$&]$!&7+')'!$+^&J2'.')-2%&)*"&A$&A$!!$+&%1-!$;&('+&
'./'-./&!+*2,-./&'(&'+/*.-2&HI:&-.;$#$.;$.!&'(&%#$2-(-2&)*+,$!-./&-.-!-*!-0$%9&&
&
>3-+;@&2'.%-;$+&3'=&-.#1!%&!'&!3$&)';$4&*+$&2'44$2!$;&*.;&0*4-;*!$;9&\'+&$<*)#4$@&2'1#'.&+$;$)#!-'.&*.;&
*2!1*4&%*4$%&(-/1+$%&2*.&A$&1%$;&!'&0*4-;*!$&%$4(E+$#'+!$;&#1+23*%$&A$3*0-'+&('+&!3$&6'.0$+%*!-'.&?*41$^&
)';$49&_!c%&*4%'&-)#'+!*.!&!'&,.'=&=3$.&*&)';$4&+$4-$%&'.&-.#1!%&2'44$2!$;&(+')&*2!1*4&;*!*&*.;&=3$.&*&
)';$4&-%&#+'d$2!-./&!'&*&4*+/$+&#'#14*!-'.9&\'+&$<*)#4$@&!3$&)$;-*&)-<&)';$4&1%$;&!'&)$*%1+$&!3$&)')$.!1)&
$(($2!&2'44$2!%&;*!*&(+')&*&+*.;')&%*)#4$&'(&#*+!-2-#*.!%&-.&A'!3&!$%!&*.;&2'.!+'4&/+'1#%&5#$'#4$&$<#'%$;&!'&*&

&&&&&&&&&&&&&&&&&&&&&&&&&&&:J>C_6Q&LJQ>&7CM6>_6JQ&`a_TJLIIb& & 49
!"#$%&'(#%)*"+,',$-()*"'.'(+/0'*(1/0(#"*($0+2(#$%(+/*$(3"04*5+'(+0(#(6#"-*"(303.6#+,0$7(8,$5*(%#+#(#"*(
5066*5+*%(9"0:(#(6#"-*;("#$%0:('#:36*(#(!"#$%(5#$(/#)*(-"*#+*"(50$9,%*$5*(,$(+/*(#55."#5<(09(+/*(3"04*5+,0$'7(
(
=0."+/;('*6*5+(+/*(+,:*(/0",>0$(+/#+(:#?*'(+/*(:0'+('*$'*(+0(<0."(!"#$%(90"(:0%*6,$-(#%%,+,0$#6(3."5/#'*(
!*/#),0"(0)*"(+,:*7(@)*$(+/0.-/(+/*(10"%(A6,9*+,:*B(,'(.'*%;(:0'+(!"#$%'(1,66(+<3,5#66<(:0%*6(#%%,+,0$#6(
3."5/#'*'(0)*"(0$*(<*#";(#$%('0:*(+10(0"(+/"**(<*#"';(1/,5/(50.6%(!*(%.*(+0(5.'+0:*"('1,+5/,$-(!*/#),0"(
#$%(601*"(6*)*6'(09(5.'+0:*"(60<#6+<(90"(#(',$-6*(!"#$%(,$(#(5#+*-0"<7(C/.';(,+(:,-/+(!*(:0"*(#55."#+*(+0(.'*(#(
3/"#'*('.5/(#'(A0$*(<*#"()#6.*B("#+/*"(+/#$(A6,9*+,:*()#6.*B7(
(
D$('.::#"<;(+/*()#6.*(09(#(50$)*"'#+,0$(:*+",5(/*63'(!"#$%'(+0("*50-$,>*(+/*(30',+,)*(0"($*-#+,)*(,:3#5+(+/#+(
50$'.:*"(50$)*"'#+,0$'(/#)*(0$(+/*,"(!0++0:E6,$*7(D+(5#$(!*(.'*%(+0(4.'+,9<(#6605#+,$-(!.%-*+(+0(:#"?*+,$-(
,$,+,#+,)*'(%*',-$*%(+0(-*$*"#+*(50$'.:*"(50$)*"'#+,0$';(+0(:,$,:,>*(+/*(,:3#5+(09($*-#+,)*(50$)*"'#+,0$';(
0"(+0(3#"+,5,3#+*(:0"*(%**36<(,$(50$'.:*"(50$)*"'#+,0$'(+/"0.-/(6,'+*$,$-(90"(,$',-/+(0"(+/"0.-/(#5+,)*(
%,#60-.*7((
(
=,$#66<;(+/*()#6.*(09(#(50$)*"'#+,0$(:*+",5(5#$(!*(.'*%(#'(#(FGDE!#'*%(3"009(09(3*"90":#$5*(:*+",5(90"(HGI(
#$%('05,#6(:*%,#(:#"?*+,$-(,$,+,#+,)*'7(
!
Examples!
J*+(K"0:0+*"L(@50$0:,5'M((AJ*+(K"0:0+*"L(@50$0:,5'M(C/*(D:3#5+(09(H0"%(09(I0.+/M(@N360",$-(+/*(
F*6#+,0$'/,3'(P*+1**$(J*+(K"0:0+*"(#$%(H0"%(09(I0.+/(,$(+/*(Q0:3.+*"(R#"%1#"*(D$%.'+"<B(O8#+:*+",N27(
Measuring!Word!of!Mouth,!Volume!47(
Q0$)*"'#+,0$(S#6.*LM(AI*#'.",$-(+/*(S#6.*(09(H0"%(09(I0.+/B(OQ/#+C/"*#%'27(Measuring!Word!of!Mouth,!
Volume!47(
I0:*$+.:(@99*5+M(AJ*)*"(@$%,$-(=",*$%,$-M(T(U0."$*<(D$+0(805,#6(J*+10"?,$-B7(VWWX7(T)#,6#!6*(90"(%01$60#%(
#+(/++3MYY+,$<."6750:YJ*)*"@$%,$-=",*$%,$-(
!
Resources!
Z.:#";(S7;(T7(K*+*"'*$(#$%(F7(K7([*0$*(OVWWX2;(AR01(S#6.#!6*(,'(H0"%(09(I0.+/\B;(Harvard!Business!Review;(
OG5+0!*"2;(337(_]^E_`a7(
Answering!the!Ultimate!Question:!How!Net!Promoter!Can!Transform!Your!Business(OF,5/#"%(G1*$(#$%(b"7(
[#."#(P"00?'2(
AI*#'.",$-(Q0$)*"'#+,0$'M(T(K"030'#6(+0(c.#$+,9<(K.!6,5(F*6#+,0$'(Q#:3#,-$(F*'.6+'B(Od06,$(R#"",'27(
Measuring!Word!of!Mouth,!Volume!47(
AC/*(805,#6(S#6.*(09(G3,$,0$([*#%*"'7B(H0"?,$-(3#3*"7(P#"#?([,!#,;(@,+#$(I.66*";(#$%(F*$#$#(K*"*'7(
S#6.*(09(#(Q0$)*"'#+,0$(H/,+*3#3*"(8*",*'(OP>>T-*$+27(T)#,6#!6*(90"(%01$60#%(#+(
/++3MYY+,$<."6750:Y!>>)#6.*(
!

(((((((((((((((((((((((((((I@CFDQ8(P@8C(KFTQCDQ@8(deDb@PGGZ( ( 50
Special!Section!on!Social!Media!Success!Metric!
!
!
!
Framework:!Measuring!Conversation!Impact™!of!Social!Media!
Marketing!Campaigns!
!"#$%&'$($)*&+,-)./&012)-3&45)$6-7%8&97"):;-:5&
!
What!is!Conversation!Impact?!
+,-)./&<=>&?-,-6$)&!%#)15%35&"535%6)/&:5.5)7@5:&$%:&-%6"7:135:&Conversation!Impact™*&$&%5;&873-$)&(5:-$&
3$(@$-,%&(5$81"5(5%6&(7:5)&#7"&($"A565"8B&&&95&:5.5)7@5:&6C5&(7:5)&67&8@53-#-3$))/&(556&6C"55&A5/&,7$)8&
6C$6&($"A56-%,&37((1%-3$6-7%8&$%:&$,5%3/&@"7#588-7%$)8&#7318&7%D&
FB GC5&(7:5)&(186&25&simple,!objective"driven!and!cost"effective&5%71,C&67&185&#7"&5.5"/&3$(@$-,%*&
873-$)&(5:-$&$%:&H<=>IJ(1)6-E3C$%%5)&
KB GC5&$@@"7$3C&(186&$))7;&#7"&cross"channel&@5"#7"($%35&37(@$"-87%*&8@53-#-3$))/&-%3)1:-%,&6C5&873-$)&
(5:-$&H3C$%%5)I&
<B GC5&(56"-38&(186&-%3)1:5&actionable!data&#7"&-%E($"A56&3$(@$-,%&7@6-(-L$6-7%&
&
M7"&37%8-865%3/&$%:&37(@$"$2-)-6/*&;5&7",$%-L5:&71"&(7:5)&:-"536)/&$"71%:&6C"55&($-%&H#1%%5)I&,7$)&
3$65,7"-58D&
! R;$"5%588&$%:&078-6-7%-%,&S(56"-38&-%3)1:5D&"5$3C*&5O@781"5*&8C$"5&7#&.7-35&-%&3$65,7"/N&
! 0"5#5"5%35&S(56"-38&-%3)1:5D&8C$"5&7#&@78-6-.5&.7-35&-%&3$65,7"/*&P%56Q&85%6-(5%6N&
! R36-7%&S(56"-38&-%3)1:5D&)5$:8*&@1"3C$858*&8$(@)58N!
&
Why!/!When!Use!Conversation!Impact?!
45@7"6-%,&H$36-.-6/I&(56"-38&)-A5&@$,5&-(@"588-7%8*&1%-T15&.-8-67"8*&-%65"$36-7%&$%:&6-(5&:758&%76&C5)@&
($"A565"8&:565"(-%5&;C56C5"&7"&%76&$&3$(@$-,%&;$8&8133588#1)&-%&:"-.-%,&6C5-"&1)6-($65&($"A56-%,&7"&
37((1%-3$6-7%&,7$)8*&813C&$8&-%3"5$8-%,&@"5#5"5%35&7"&"5@78-6-7%-%,&$&2"$%:B&&U7%.5"8$6-7%&!(@$36&-8&185#1)&
-%&6C585&8-61$6-7%8V&-6&8-(@)-#-58&$%:&86$%:$":-L58&(5$81"5(5%6&-%&$&;$/&6C$6&-8&"5$:-)/&"537,%-L$2)5&67&,7$)E
7"-5%65:&($"A565"8*&;C-)5&$337((7:$6-%,&276C&37%.5%6-7%$)&$%:&%5;&(56"-38&$%:&:$6$&6C$6&$3371%6&#7"&6C585&
:-##5"5%358&-%&873-$)&(5:-$B&
&
W56"-38&$"5&85)5365:&2$85:&7%&6C5&8@53-#-3&3$(@$-,%&72X536-.58B&&M7"&5O$(@)5*&$&3$(@$-,%&#73185:&7%&
"5@78-6-7%-%,&$&2"$%:&($/&25&5.$)1$65:&;-6C&078-6-7%-%,&$%:&0"5#5"5%35&(56"-38&S5B,B&3C$%,58&-%&8C$"5&7#&
.7-35&-%&3$65,7"/&$%:&8C$"5&7#&@78-6-.5&.7-35&-%&3$65,7"/NV&-%&37(@$"-87%*&$&8$(@)-%,&3$(@$-,%&#73185:&7%&
-%3"5$8-%,&($"A56&8C$"5&;-6C-%&$%&5O-86-%,&3$65,7"/&($/&25&5.$)1$65:&7%&0"5#5"5%35&$%:&R36-7%&(56"-38&S5B,B&
3C$%,58&-%&8C$"5&7#&@78-6-.5&.7-35&-%&3$65,7"/&$%:&6"-$)8NB&&
Two!Examples!of!Using!Conversation!Impact!!
95&185:&6C5&(7:5)&67&5.$)1$65&6;7&5O$(@)5&2"$%:&3$(@$-,%8*&;-6C&$&@"-($"/&#7318&7%D&
&
Preference!(56"-38&S8537%:$"/&#7318&7%&$;$"5%588&-%&7%5&7#&6C5&3$(@$-,%8NB&95&85)5365:&6C585&6;7&
3$(@$-,%8&67&:5(7%86"$65&6C5&#)5O-2-)-6/&7#&6C5&(7:5)&-%&(5$81"-%,&-(@$36&7%&276C&consumers&$%:&
influencersB&M7"&6C5&@1"@7858&7#&6C-8&:-83188-7%*&H37%81(5"I&"5@"585%68&6"$:-6-7%$)&5%:&185"8J6$",56&
$1:-5%35&(5(25"8B&95&:5#-%5&$%&H-%#)15%35"IY87(57%5&;C7&-8&5##536-.5&$6&2"7$:)/&:-86"-216-%,&$&(588$,5&7"&
:"-.-%,&$36-7%Y2$85:&7%&$&%1(25"&7#&#$367"8*&-%3)1:-%,&$&@5"87%Z8&37%%5365:%588*&"5$3C&$%:&$2-)-6/&67&5%,$,5&
$%:&:"-.5&"581)68&$"71%:&$&8@53-#-3&6$",56&$1:-5%35&$%:&:-83188-7%&67@-3B&&

&&&&&&&&&&&&&&&&&&&&&&&&&&&W[G4!U\&][\G&04RUG!U[\&^_!?[]++'& & 51
!
Campaign!1:!Consumer!Impact—Evaluate!Impact!of!a!Social!Media!Community!!
Program!on!Consumer!Aided!Awareness!and!Preference!
"#$%#&'(!)*+!+,-&#.!$/0&#!%1,'1#$!-,(+&+2/0!,3!#!4.,'!-,$$5(&2674#+/0!%1,'1#$8!9/!/:#.5#2/0!%1/7
-#$%#&'(!#(0!&(2/1&$!$/#+51/+!4#+/0!,(!#!+51:/6!&(+215$/(28!;/#+51/+!/:#.5#2/0!&(-.50/0!#&0/0!
#<#1/(/++=!+/(2&$/(2!#(0!%51->#+/!&(2/(28!
!
How"to!Note:!We!ran!incentivized!surveys!of!visitors!to!the!blog!site!before!and!after!the!community!was!put!in!
place!to!measure!the!impact!of!conversations!on!the!blog.!!(Note!that!the!data!shown!below!are!preliminary).To!
allow!for!cross"channel!campaign!impact!assessment,!the!survey!language!closely!followed!surveys!traditionally!
used!for!campaign!effectiveness!measurement!in!other!media.!

!!!!!!!!!!!!!!!!!!!!!!!!!!!;?@AB"C!D?C@!EAF"@B"?C!GHBI?DJJK! ! 52
Campaign!2:!Influencer!Impact—Evaluate!Impact!on!Influencer!Preference!for!the!Brand!Based!on!a!
Multi"Channel!Campaign!Including!Social!Media!
5"#$"%&'!()*!*+,%"-!#./%"!$0+&0"#!%',-1/./!*+,%"-!#./%"!,+#$+'.'2*!"'/!"!#1-2%3,4"''.-!20"/%2%+'"-!"'/!
+'-%'.!"/6.02%*%'&!,"#$"%&'7!
!
810!9+,1*!9+0!24%*!#."*10.#.'2!$0+&0"#!:"*!2+!.6"-1"2.!24.!%#$",2!+'!%'9-1.',.0*!:4+!/0%6.!;0"'/!
$+*%2%+'%'&!"'/!$0.9.0.',.!%'!*+,%"-!#./%"<!*$.,%9%,"--=>!:.!.6"-1"2./!24.!'1#;.0!+9!$+*%2%6.!#.'2%+'*!"*!"!
*4"0.!+9!2+2"-!$+*%2%6.!#.'2%+'*!:%24%'!24.!;0"'/)*!,+#$.2%2%6.!*.27!!
!
?10%'&!24.!9%0*2!240..!#+'24*!+9!5"#$"%&'!(>!:.!9+1'/!"'!%',0."*.!+9!@7A!$.0,.'2"&.!$+%'2*!%'!%'9-1.',.0!
$0.9.0.',.!%'!*+,%"-!#./%"!#.'2%+'*>!"*!#."*10./!;=!0.-"2%6.!*4"0.!+9!$+*%2%6.!6+%,.!%'!*+,%"-!#./%"7!B4%*!
0.$0.*.'2./!"!C7(D!%',0."*.!%'!$0.9.0.',.!"#+'&!24+*.!$+*2%'&!%'!*+,%"-!#./%"!";+12!24.!;0"'/7!
!
How"to!Note:!We!used!a!software!monitoring!product!with!accurate!sentiment!classification!to!track!and!
categorize!the!sentiment!of!social!media!mentions!around!the!brand!and!its!competitive!set.!!To!allow!for!cross"
channel!campaign!impact!assessment,!we!can!compare!sentiment!in!specific!social!media!campaign!targeted!
influencer!blogs/microblogs!to!overall!social!media!sentiment.!

!
!
E+0!#+0.!/.2"%-*!+'!24.!5+'6.0*"2%+'!F#$",2G!"$$0+",4!2+!*+,%"-!#./%"!#."*10.#.'2!6%*%2!
422$HII:::7JKL/%&%2"-%'9-1.',.7,+#!M/%0.,2!-%'N!2+!:4%2.!$"$.0!,"'!;.!9+1'/!4.0.H!422$HII207%#IJKL/%O7!

!!!!!!!!!!!!!!!!!!!!!!!!!!!PQBRF5S!TQSB!URV5BF5QS!WXF?QT88Y! ! 53
Framework:!Keeping!Score!of!Social!Influence!Marketing!(SIM)!
!"#$%!#&'"(%)*+,-.#/"%
%
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%%%%%%%%%%%%%%%%%%%%%%%%%%%;0A)DS!%]0!A%L)ESADS0!%[^DY0]WWZ% % 54
Framework:!Social!Media!Metrics!"Inline"!
Tim!Marklein,!Weber!Shandwick!
!
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4+*5"4".#*/%6&5"*B%"49(%(4*#5*+5%)+*04"0&%4.%4+*0:%+&*01B%3+&C8&#0!%*#5%0.(4>)&+>41.8(*#5%DEFGH%3.+%
*5;&+4"("#$%0*6)*"$#(B%'1"/&%4*//!"#$%8)%0/")(B%"6)+&((".#(%*#5%0.;&+*$&%C8*/"4!%D4.#&B%)+.6"#&#0&B%
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:#.'%'1&41&+%41&"+%6*+:&4"#$%'.+:(%.+%#.4<%
!
Step!1:!Use!an!“inline”!framework.%
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!
Step!2:!Track!impressions!*and*!engagement.%
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*/.#$("5&%"6)+&((".#(%'"//%+&>(1*)&%6*#!%6*+:&4"#$%)/*#(,%
!
Step!3:!Evaluate!within!your!business!reality.%
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;"&'(Q%.+%P8#"C8&%5*"/!%;"("4.+(BQ%&*01%0*#%@&%4+*0:&5%'"41%(.6&%0.#("(4&#0!%*0+.((%.+$*#"R*4".#(,%K1*4%
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)+".+"4!%41*#%*%OVO%0.6)*#!%.+%)8@/"0%*$&#0!,%%
%
Step!4:!Benchmark!what’s!“good”!and!what’s!working.%
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%%%%%%%%%%%%%%%%%%%%%%%%%%%G\?IUE2%O\2?%FIJE?UE\2%]MU=\OLL^% % 55
Case!Study:!Social!Media!Marketing!in!the!Restaurant!Business!
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Case!Study:!Crafting!Social!Media!and!ROI!Metrics!in!an!Online!
Knitting!Community!
!"#$%&#%'#()&$%*+,&-(!"#.,+$,"#(
(
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2'$%,#'#6(02&%<"+8=(>'%1(?@A(8,%+'7$B((C"+(D'"#()+&#5(E&+#-(>,(<"7*$,5("#(?@A(8,%+'7$(%"(5,%,+8'#,(%1,(
'80&7%("<($"7'&2(8,5'&(,#6&6,8,#%(>'%1("%1,+(%+&5'%'"#&2($&2,$(8,%+'7$B((F1+"*61(%1,(&00+"&71(+,7"88,#5,5(
<"+(%1,(72',#%(>,(>,+,(&42,(%"(7+,&%,($"7'&2(8,5'&(%+&<<'7(%1&%(7"#.,+%$(&%(&($'6#'<'7&#%23(1'61,+(+&%,(%1&#(%1,(
4+&#5/$(&.,+&6,(%+&<<'7(&#5(1&$(1'61,+(&.,+&6,(0,+(.'$'%(.&2*,B
!
The!Challenge
D'"#()+&#5(E&+#(#,,5,5(%"(,$%&42'$1(&#(&*%1,#%'7(&#5(+,2,.&#%("#2'#,(."'7,(<"+(&(4,2".,5(GHI(3,&+J"25(
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"#2'#,(K#'%%'#6(7"88*#'%',$(>1'2,(5,2'.,+'#6(8,&$*+&42,(?@AB
!
The!Approach
F1,(7"80&#3(>&$(#"%($*+,('<('%$(7*$%"8,+(5,8"6+&01'7(>"*25(4,(2'K,23(%"(,#6&6,('#($"7'&2(8,5'&(4*%(>&$(
>'22'#6(%"(,L0,+'8,#%(>'%1(%1,(#,>(%,71#"2"63('#(&#(&%%,80%(%"(,#6&6,(&#5(7"##,7%(>'%1('%$(0&$$'"#&%,(
7"#$*8,+(4&$,B(F1,3(,#6&6,5(!"#.,+$,"#(%"(1,20(%1,8(2'$%,#(%"(%1,("#2'#,(7"#.,+$&%'"#(&4"*%(K#'%%'#6(&#5(
7+"71,%'#6-(4,%%,+(*#5,+$%&#5(%1,'+(7*$%"8,+$($"7'&2(8,5'&(4,1&.'"+-('5,#%'<3("00"+%*#'%',$(<"+(,#6&6,8,#%(
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!
Implementation
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,802"3,,$-(%1,(0"57&$%(>&$(0+"5*7,5(4'J>,,K23(&#5(<"7*$,5("#(K#'%%'#6(&#5(7+"71,%'#6(%"0'7$B(F1,(0"57&$%(
>&$(0"$%,5(%"(&(5,5'7&%,5(42"6-(5'$%+'4*%,5(.'&('F*#,$(&#5(&2$"(6'.,#(&>&3(&$(&(!Q('#($%"+,(<"+(2,$$(%,71J$&..3(
7"#$*8,+$B(F1,(0"57&$%(>&$(5,$'6#,5(%"(4,(&(7"#.,+$&%'"#(>'%1(7*$%"8,+$(&#5(K#'%%'#6(7"88*#'%3(<'6*+,$(
8"+,($"(%1&#(N'#%,+#,%(+&5'"N('#(%1,(4+"&57&$%(8"5,2B(A#(R0+'2(SIIT-(%1,(ND'"#()+&#5(U"%,4""KN(42"6(>&$(
2&*#71,5V('%(>&$(&2$"(0">,+,5(43(D)E(,802"3,,$(&#5(<,&%*+,5(7"#%,#%(+&#6'#6(<+"8(7*$%"8,+(0"22$(<"+(
0+"5*7%(5,.,2"08,#%(%1+"*61(%"(NK#'%(&2"#6$N(%1&%(7"84'#,("#2'#,M"<<2'#,(&77,$$(&22">'#6(7*$%"8,+$(%"(K#'%(
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&$(,&71(.'+%*&2(,.,#%(5+'.,$(&(5'+,7%(2'#K(%"('#7+,&$,5($&2,$("<(%1,(3&+#(<,&%*+,5B
!
Results
! F+&<<'7(7"8'#6(<+"8(%1,(4+&#5(42"6(%"(%1,(4+&#5(,J7"88,+7,(>,4$'%,(7"#.,+%,5(&%(YGBSGX(1'61,+(%1&#(
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,8&'2(8&+K,%'#6(&#5(4&##,+(&5$B(
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$"7'&2(8,5'&(&+,(THX(8"+,(2'K,23(%"('5,#%'<3(&$(N.,+3(4+&#5(2"3&2N(%1&#(#"#J$"7'&2(8,5'&(*$,+$(&#5(&+,(
$,.,+&2(%'8,$(8"+,(2'K,23(%"(+,7"88,#5(%1,(4+&#5(%"("%1,+$B(
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+,&5,+$(,&71(8"#%1B(

(((((((((((((((((((((((((((:]F?A!^()]^F(_?R!FA!]^(`aAQ])@@b( ( 58
 Case!Study:!Small"But"Scrappy!Marketing!on!Facebook!for!a!
Smart!Pen!
!"#$%&'()*#+%,#-.)%/("#%
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Background!
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O.*'%!2'>>B%!#).>31%'#(@#@%">%2>BB#*#%.)%"'#%8(BBD%
0.-#123.4#P1%=#;%1722#11%6#"3.21%A#3#E%
! Awareness%Q%G1$#2.(BB;%(6>)*%'.*'%12'>>B%1#).>31%()@%2>BB#*#%1"7@#)"1%
! Evangelism%Q%K#"".)*%$#)%71#31%"(B=.)*%()@%2>))#2".)*%"(3*#"%
271">6#31%A."'%"'#%0.-#123.4#%2(6$71%(64(11(@>31%
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Social!Marketing!Solution!
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U'""$EVVAAAD8(2#4>>=D2>6V'>6#D$'$WVB.-#123.4#X%
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"'#.3%3#"(.B%$(3")#31%U/(3*#"+%<6(Z>)+%:#1"%:7;X%
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Measuring!Success!
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).2'#%(7@.#)2#XD%
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8>3%(%";$.2(B%_2(6$(.*)%6.23>1."#`!

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