Digital and Social Media Performance

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2 Digital and Social Media Performance Measuring what matters and why As businesses continue to increase efforts into digital and social media, there is increasing pressure to account for the effectiveness of performance in order to justify returns on investments. While a myriad of metrics are already available, not everyone measures what s crucial to business outcomes. The challenge is to remove vanity metrics and only select those that really matter to acquire an improved and realistic view of effectiveness. Moreover, only by benchmarking against industry standards can an organisation really ascertain true performance. Based off industry best practises and a proprietary digital performance audit framework, masterclass attendees will be armed with a better understanding on performance metrics available and their associated limitations. The session will then employ a systematic selection process to measure key digital and social media performance with better accountability. Thus providing a more comprehensive and robust view of the business' digital and social media state that easily highlight key areas for correction or optimization. Course details: Title: Digital and Social Media Performance Date: 28 February 2017, Tuesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Regal Kowloon Hotel, 71 Mody Rd, Tsim Sha Tsui, Hong Kong Course fee: HKD per person (on or before 07 February 2017) HKD per person (after 07 February 2017) To register, please visit About the trainers: Ryan Lim Principal consultant and founder QED Consulting Ryan has worked more than 15 years as a digital marketer and is a pioneer in social media marketing. He has been an advisor and strategist to senior management teams of some of the world's leading businesses and brands with his experience on digital marketing strategies, digital team structures, digital reputation management, digital marketing audits, social media crisis management and social media intelligence. In 2006, he founded Blugrapes before joining QED Consulting in He is constantly sought after by leading marketing publications and events to share his insights and opinions on digital marketing and social media that often shape the regional digital marketing industry.

3 Expected course outcomes: Understand the key review performance areas of digital & social media Identify key (& meaningful) metrics to measure performance Understand what the respective metrics mean to the business Set realistic targets and benchmarks Select and use appropriate tools to measure performance Appreciate analysis techniques & limitations Implement a reporting format and process Who should attend: Business owners Brand owners Marketing and corporate communications professionals Digital and social media teams Registration COURSE OUTLINE 1. Introductions to performance measurement 2. Key areas of performance measurement Awareness Education Consideration Conversion Purchase Loyalty Advocacy 3. Accounting for performance 4. SMART data measurement approach Break

4 5. Measuring Awareness Metrics Community - size, demographics & growth Views / Unique Views Open Rate Reach Mentions 6. Measuring Education Metrics Clicks (CTR/CPC) Virality Engagement rate Average length of view Velocity 7. Measuring Consideration Metrics Mental Menu Online sentiments Buzz Measuring Conversion Metrics Conversion rate Following & Sales Click To Action Promotion Detection 9. Measuring Purchase, Loyalty, Advocacy Metrics Cost Per Acquisition Social NPS Video subscriptions Response rate Influence = Impact x resonance Others 10. Measuring overall campaign success Response rate Campaign Performance Overall ROI Lunch 11. Recommended performance targets and benchmarks Analysing and interpreting the data

5 15 15 Break 13. Some key performance measurement tools Organic measurement tools Socialbakers Hootsuite BufferApp Bit.ly Google Analytics Digimind Iconosquare 14. Suggested performance reporting formats Format Frequency End