AACI M4

Social media metrics include:

• Engagement metrics: 

  • Engagement

  • Engagement Rate

Result metrics include:

• Cost per result (CPC/CPA)

• Result rate (conversion rate)

• Spend

• ROAS (Return on ad spend)

Impression metrics include:

• Impressions

• CPM (Cost per 1000 impressions)

• Frequency

Reach metrics include:

• Reach

• Organic reach

Cost metrics include:

• CPC (Cost per Click)

• CPA (Cost per Action)

Customer metrics include:

LTV (Lifetime Value)

What are we referring to when we say engagement?

Actions like clicks, shares, comments, reactions.

How do you calculate the engagement rate?

(Total post engagements ÷ Total reach) × 100.

• Example: If a post reaches 10,000 people and gets 400 engagements, the rate is 4%.

CPC/CPA:

Cost per result: the cost associated with achieving one desired result (e.g., click, conversion, or action).

Result rate (conversion rate):

The percentage of users who completed the desired action after interacting with the ad or post.

Spend

The total amount of money spent on a campaign or ad.

ROAS+ formula

• Return on ad spend: A measure of the revenue generated compared to the amount spent on ads.

formula: (revenue generated / ad spend ) x100

Impressions

The total number of times a post or advertisement appears on users' screens, regardless of whether the same user sees it multiple times. It reflects how often the content has been displayed, not necessarily whether it was viewed or engaged with.

CPM

Cost per 1000 impressions:The cost of reaching 1,000 impressions on your content.

Frequency

The average number of times an individual user sees your ad or post.

Reach

the total number of unique users who have seen your content

Organic reach

The number of unique users who have seen your content without paid promotion. It relies on the platform’s algorithm and your followers.

CPC (Cost per Click)

The cost incurred each time a user clicks on your ad or post.

CPA (Cost per Action)

The cost incurred each time a user completes a desired action (e.g., purchase, sign-up, download).

LTV (Lifetime Value)

The total monetary value a customer is expected to generate for the business over the course of their relationship.

How can consumer insights improve advertising?

1. Understanding Purchase Decisions and Behavior

2. Shifting to Consumer-Centric Marketing

3. Optimizing Marketing Strategies

4. Enhancing Campaign Effectiveness

5. Strengthening Emotional Connection:

6. Driving Customer Retention and Growth

What makes a viral content?

• Visual Content and Attractive Design

• Humor and Entertainment

• Relevance

• Authenticity and Originality

• Emotion and Feelings

Additional Psychological and Strategic Drivers for virality

• Social Currency

• Practical Value

• Stories

• Triggers

• Public Visibility

Planned virality

• Content promoted by companies, influencers, or entrepreneurs as part of a marketing campaign.

• Example: Ad campaigns using trending hashtags.

Spontaneous virality

Content that goes viral due to user-generated interactions or random events.

Techniques for Creating Viral Campaigns

• Leverage Trends and Hashtags

• Collaborate with Influencers

• Encourage User-Generated Content (UGC)

• Embrace Visual Content

• Understand Your Target Audience

Risks of virality

• Negative Virality

• Loss of Control

Formulas to calculate virality