Measure

Business value is measured by ROI.  The only way to know if your strategy and marketing are working effectively is to measure and analyze what’s happening.  The use of analytics with relevant performance criteria is the only way to prove ROI, and to determine definitively if you’re getting the business value expected from your strategy. MegaPlayer considers the kind of social activities that the audience will engage in and then maps them to the different types of measurements available.

Measuring Engagement
To accurately measure performance of a brand’s performance in social media, it is important to focus on the numbers that define success. Beyond measuring impressions and clicks, MegaPlayer helps brands measure engagement.

Engagement in this context is a combination of “frequency” and “recency” and should ultimately impact “favorability.” We monitor time spent interacting with the brand, referrals to friends, page views, unique views, and wall posts, as well as detail about the people who actually took advantage of an offer and conducted a transaction using the offer (conversion).

MegaPlayer models measurements across the entire user base to derive normal curves showing the activity life-cycle. By benchmarking against the numbers, we see which activities are performing and which need to be redesigned or removed. Over time, the model grows in sophistication so that it is possible to predict the expected usage or adoption for any given activity.

Measuring ROI
Every marketer needs to measure the effectiveness of their marketing programs, but finding a true return on “social” investment can be challenging.  We’ve found that measurements can be put in place for:

  • Loyalty – Identify the consumers who engage again and again
  • Conversion – Directly link to the sale of a product
  • Engagement – Once a consumer chooses to be involved, it’s important to measure the length of the engagement and the frequency of return visits.
  • Gratitude Effect – When consumers receive something of value from a brand without an expectation of something in return, the gratitude effect is created.  A no strings attached “gift” of content produces increases in consideration, intent to purchase, and improved opinion of the brand.