A Framework for Measuring Owned Media

Rob ClarkDirector, Data & AnalyticsEnvironics Communications Inc.

@theelusivefish

OWNED

OWNED

Web Site Social Media

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

Why do we measure?There are decisions to be made,but we are lacking the information needed to do so with clarity.

AARRG

AARRG• Acquisition• Activation• Retention• Referral• Goals

AARRG• Acquisition• Activation• Retention• Referral• Goals

AARRG• Who is your audience?• How did they come to you?

Quisition

AARRGAudience Size

Quisition

# of sessionsMonthly active users

Follower countFollower retention

Follower countFollower retention

SubscribersSubscribers LostViewers

AARRGAudience Composition

Quisition

Demographics / PsychographicsGeography

Demographics

Demographics / PsychographicsShare of conversation by followers

Subscriber demographicsViewer demographics

AARRGSource of Traffic

Quisition

Channels (Direct / Email / Organic Search / Paid Search / Referral / Other)Source / Medium

Playback locationViewer originPaid / Organic

Paid / Organic

Paid / Organic

AARRG• Is your audience seeing

what you want them to see?• Is your audience doing what

you want them to do?

ctivation

AARRGctivationExposure to Content

Page, Landing Page, Exit PageEvents

Watch time• Paid / Organic

Impressions / Views• Paid / OrganicImpressions / Views• Paid / Organic

AARRGctivationEngagement with Content

EventsConversions

Conversation (replies / comments)• SentimentApplause (likes )Amplification (retweets / shares)Click-through

AARRG• Is your audience giving you

permission to reach them again?

• Is your audience returning for more?

etention

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)

AARRG• Is your audience sharing

and directing others to you?

eferral

AARRGeferralReferral trafficOn-site reviews, testimonials, endorsements

Amplification (shares / retweets)Viewer origin

AARRG• Did you accomplish your

business or communication objectives?

oal

Not everything that can be counted counts.Not everything that counts can be counted.

If it changes, it can be measured.

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

• 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?

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.

• 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

Questions?