Episode A.029 Brand Analytics

Introduction
​This week we are continuing our series on Plan - Budget - Action. Regardless of your global location, the world's economy is coming out of the forced shutdown and will experience a V Shaped (quick contraction followed by a quick expansion) Recovery during the 3RD Quarter (July - August). The goal of IBGR's Programming is to get you ready to claw back as much of your lost revenue as possible.
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Show Objectives
​This is the last in a series on measuring your online presence - website and social media.  We covered the qualitative (customer impressions in their words) approach in Show C.021 Brand Perception. Today's show focuses on the quantitative approach of hard metrics to measure and manage.
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What You Need to Know

• Market Study: understanding the “perception” of your Company
• Audience Growth Rate: measures the change in a brand's or company's following on social media networks. AGR on each network will determine the average rate of increase or decrease of followers over time.
• Social Share of Voice: measures brand exposure based on social media conversation. It is measured as a percentage of total mentions within an industry or defined group of competitors.
• Keywords: tracking what your audience (perfect and future customers) are using to search brands, companies, products/services like yours.

What You Need to Do
AGR

1. By network, which networks are generating the greatest growth and apply those lessons to the lower performing networks.
2. By network, isolate the demographic and psychographics of new followers to understand trends.
3. By network, review competitors to establish a performance baseline.

SSV

1. By network, measure the frequency and consistency of your messaging - adhering to a publishing calendar.
2. By network, measure the number of conversations triggered ​by your messaging - asking questions as part of the publishing calendar.
3. By network, measure the degree your content is shared , retweeted, etc.
4. By network, measure the number and type of incoming inquiries and your percentage of response, speed of response, and follow up. Also track common inquiries as part of your FAQ's.

Keywords

1. By network, measure how your selected keywords from company, product/service, and owner branding match current trends.
2. By network, correlate ROI and against the percentage of overlap between current keywords and your list.
3. 3D Brand - what upgrades are necessary to make your brand reflect current search trends without significantly changing your brand identity?