prezentace z marketing festivalu 2015
TRANSCRIPT
Step 1:
Step 2:
…sucks! (at least when it comes to
content measurement)
why content measurement often fails
Multiple systems involved
…
Actionable outputs missing
Almost nobody understands outputs
Solution:
Compare your content with... your content!
Two metrics extractable from all systems, for every piece of content published:
Engagement: interaction ratio (%) for all channels
Reach: all people who saw your content
Engagement: interaction ratio (%) for all channels
0 interactions
many interactions
post 1 had 42 likes, 11 comments and 5 shares => 58 interactions
0 interactions
many interactions
post 1
post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions
0 interactions
many interactions
post 1
post 2
post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions post 3 had 10 likes, 3 comments and 0 shares => 13 interactions …
0 interactions
many interactions
post 1
post 3
post 2
And the same goes for reach
0 reach high reach
And the same goes for reach
post 1 had 57 214 reached users post 2 had 75 856 reached users Post 3 had 48 398 reached users …
0 reach high reach
post 1 post 2 post 3
Low engagement
High engagement
Let’s put axes together
Low reach High reach
Low reach High reach
Identify sectors of interest
Low engagement
Low reach High reach
Identify sectors of interest
Low engagement
Low reach High reach
Identify sectors of interest
Low engagement
Low reach High reach
Identify sectors of interest
It‘s actually easy to classify content
You only need two metrics – engagement and reach
Last thing you need
A tool for putting this together
