Measuring Engagement
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Introducing Engagement Scoring - a way to measure the experiences your audience has with your brand's website.
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Measuring Engagement
- 3. What do the more traditional web metrics help us to understand?
- 4. What do the more traditional web metrics help us to understand? number of unique visitors number pages viewed depth of visit time on site
- 5. What do the more traditional web metrics help us to understand? Emphasis on the number not experience. number of unique visitors number pages viewed depth of visit time on site
- 7. A proper definition. Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.
- 8. Engagement is a measurement of how much your audience loves your website experience (or not). A proper definition. Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.
- 10. The engagement journey. TRAFFIC METRICS. • Visits • Visitors • Page views • Time on site • Searches • Terms • Device types • Etc... ENGAGEMENT METRIC. ENGAGEMENT SCORE.
- 11. The engagement journey. TRAFFIC METRICS. ENGAGEMENT METRIC. % of your visitors who do X, Y and Z on your site + Click depth + Duration + Recency + Brand awareness + Feedback + Interactions + Loyalty Segment by section, source and audience. ENGAGEMENT SCORE.
- 12. The engagement journey. TRAFFIC METRICS. ENGAGEMENT METRIC. ENGAGEMENT SCORE. Engagement scoring is a measure of your brand’s ability to hold the attention of visitors and encourage participation. Content and interactions are scored. Visitors gather scores as they interact with your content. It’s those individual scores that show how engaged they are with your brand. It’s used to: + Tailor your content + Target communication plans + Drive more leads + Improve experience + Personalise the experience
- 13. How do you calculate engagement score?... How do you calculate engagement score…?
- 14. What can you do with your engagement score?... It’s a personal thing. Identify digital content consumption at all stages of the user journey. #1 Give each type of content a score. #2 Assign points to visitors based on content they’ve viewed/interacted with. #3 Calculate the engagement score. #4
- 15. #1 Identify digital content consumption at all stages of the user journey.
- 16. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY Motivate me! Familiar vs. new Overseas or interstate? ONSITE accomm. deals shares What works for us? Help me share and convince my family. How far? How much? Cost? ONSITE reviews Let me share my holiday!
- 17. #2 Give each type of content a ‘score’.
- 18. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY Motivate me! Familiar vs. new Overseas or interstate? ONSITE accomm. deals shares What works for us? Help me share and convince my family. How far? How much? Cost? ONSITE reviews Let me share my holiday! 30pts10pts5pts2pts1pt
- 19. #3 Assign points to visitors based on content they’ve viewed/interacted with.
- 20. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY ONSITE accomm. deals shares ONSITE reviews 30pts10pts5pts2pts1pt Person A = 1 point Person B = 8 points Person C = 48 points +2 +2 +5 +5 +10 +30 +1 +1 +1
- 23. (1+8+48) 3 ?=
- 24. (1+8+48) 3 19=
- 25. What can you do with your engagement score?... What can you do with your engagement score…?
- 27. What can you do with your engagement score?... We can make informed decisions. Tailor your content plans more effectively Target communication plans by channel Drive more revenue, leads or greater engagement Better user experience Customer segmentation Personalisation of the experience
- 28. We can start to compare engagement over time.
- 29. We can optimise our channels for quality not quantity. Jan – Feb 2013 (Visits) Jan – Feb 2014 (Visits) Traffic Natural / Organic search 433,342 439,930 +1% Direct type-in / Bookmarks 165,183 96,865 -41% Paid search / AdWords 46,044 94,723 +106% Referring domains 108,272 29,713 -73% Display advertising 27,000 6,054 -78% Email campaigns 4,666 5,978 +28% Social Media 3,455 4,255 +23%
- 30. We can optimise our channels for quality not quantity. Jan – Feb 2013 (Visits) Jan – Feb 2014 (Visits) Traffic Current Engagement Score Net Change Natural / Organic search 433,342 439,930 +1% 86 +12% Direct type-in / Bookmarks 165,183 96,865 -41% 70 +4% Paid search / AdWords 46,044 94,723 +106% 50 +22% Referring domains 108,272 29,713 -73% 65 +42% Display advertising 27,000 6,054 -78% 20 -8% Email campaigns 4,666 5,978 +28% 65 +4% Social Media 3,455 4,255 +23% 72 +17%
- 31. Compare with other segments.
- 32. Use demographics for engagement - gender.
- 33. Use demographics for engagement - age.
- 34. And other CRM attributes.
- 35. - 50 100 150 200 250 Prospects Customers AverageEngagementScore/Visitor Compare customers vs. prospects overtime
- 36. What can you do with your engagement score?... What content do you consider to be of the greatest value?
- 37. Not all content is created equal.
- 38. What can you do with your engagement score?... What content do you consider to be of the greatest value? What does that value represent?
- 39. What can you do with your engagement score?... Remember, it’s a personal thing. Identify digital content consumption at all stages of the user journey. #1 Give each type of content a score. #2 Assign points to visitors based on content they’ve viewed/interacted with. #3 Calculate the engagement score. #4
- 40. Like to know more? DOWNLOAD our Guide to Engagement
- 41. Questions? Like what you see? Why not follow us? /digitalbalance/@dbsocialAU
Notas do Editor
- It’s a journey…
- Stage 1 traffic metrics: Visits Visitors Page views Time on site Searches Terms Device types Etc...
- No single metric shows engagement. It’s a combination. % of your visitors who do X, Y and Z on your site For example , they view >8 pages, they spend more than 10 minutes, they visit more than 3 times. Click depth Duration Recently Brand awareness Feedback Interactions Loyalty Segment by section, source and Audience
- Engagement scoring is a measure of your brands ability to hold the attention of visitors and encourage participation. Content and interactions are scored. Visitors gather scores as they interact with with your content. It’s those individual scores that show how engaged they are with your brand. It’s used to: Tailor your content Target communication plans Drive more leads Improve experience Personalise the experience
- Person A (shares content on social media) = 1 point Person B (views video, event and a deal) = 1+2+5= 8 points Person C (views everything) = 1+2+5+10+30= 48 points Total / number of visitors = average Engagement Score. 57 / 3 = 19 Engagement Score
- Person A (shares content on social media) = 1 point Person B (views video, event and a deal) = 1+2+5= 8 points Person C (views everything) = 1+2+5+10+30= 48 points Total / number of visitors = average Engagement Score. 57 / 3 = 19 Engagement Score
- Person A (shares content on social media) = 1 point Person B (views video, event and a deal) = 1+2+5= 8 points Person C (views everything) = 1+2+5+10+30= 48 points Total / number of visitors = average Engagement Score. 57 / 3 = 19 Engagement Score
- Person A (shares content on social media) = 1 point Person B (views video, event and a deal) = 1+2+5= 8 points Person C (views everything) = 1+2+5+10+30= 48 points Total / number of visitors = average Engagement Score. 57 / 3 = 19 Engagement Score
- So instead of using amount of traffic that each channel is bringing To prove each channel’s success We can look at the quality of visitation that each channel is bringing instead. So while natural search might be generating the same or less traffic than last year The quality of visit might be much higher And therefore delivering much better, deeper level brand experiences. This kind of thinking forces each channel to work harder and smarter To ensure they’re delivering the right kind of visitation to the website.
- So instead of using amount of traffic that each channel is bringing To prove each channel’s success We can look at the quality of visitation that each channel is bringing instead. So while natural search might be generating the same or less traffic than last year The quality of visit might be much higher And therefore delivering much better, deeper level brand experiences. This kind of thinking forces each channel to work harder and smarter To ensure they’re delivering the right kind of visitation to the website.
- Doing a much better job of engaging those that come in through Paid Search – more in line with Natural Search
- Look for dips in engagement by different key segments if you’re making changes to content or site structure.
- Look for dips in engagement by different key segments if you’re making changes to content or site structure.
- We can immediately see that young couples and families are more engaged. Females are more engaged than males, and in particular males less than 20 are definitely not thinking about health insurance. Neither are the young or mature singles.
- It’s not about the measure of success necessarily but more the measure of opportunity.