Many organisations are looking for simple ways to organise and measure their online activities. I like to use this spreadsheet to help them set up a structure that will cover their basis and ensure that the different parts of the digital strategy works well together.
Community is the number of people already following your brand, whether its blog subscribers, email opt-ins, social media fans, inbound traffic, brand ambassadors, etc.
Reach is the number of people your brand actually reached through digital channels during a set period of time.
Impact is the first-step activation, like social media engagement, click-throughs, opt-ins, etc.
Conversion is the final-step activation which often is sales.
Cost and Revenue should include cross-referenced costs and revenues. Example: Email Marketing should add content production as a cost with the corresponding budget added as a revenue for Content Marketing.
Jerry Silfwer is a senior marketing consultant based in Stockholm, Sweden. He aides CMOs and Communication Directors to devise best-in-class online strategies, develop junior talent, and lead workshops. He is also a popular speaker on inbound marketing, social media trends, and strategic communication.