Measuring influencer marketing is not difficult if you have a plan. This checklist will help you get organized for measuring your influencer marketing program. It’s designed to be used alongside the other articles in this issue, especially “7 Steps to Measuring Earned Influence” and “How to Measure Paid Influencer Marketing in 4 Steps.”
Step 1: Define your goals and your leadership’s expectations
☐ Meet with leadership to understand what they expect the business outcomes of your influence program to be.
☐ Make a list of people who will want to see the measurement reports on the results of your influence program. To conveniently gather information about the types of data you will need to collect, have each of them fill out Paine Publishing’s RFP Questionnaire.
☐ Put them in a meeting room and help them hash out their various needs for data and reporting. Then work with them to prioritize those needs.
☐ After the meeting, summarize the agreed-upon definitions of success in a document. Include a list of the key metrics (including the KPIs) you’ll be reporting on.
☐ Based on approved KPIs, make a list of data you’ll need to report on.
Step 2: Identify your data sources
☐ Review your KPIs and figure out whether you need web analytics, content analysis, or survey data to generate them.
☐ Define any specific quality indexes or engagement indexes.
☐ Based on those indexes and KPIs, identify the data sources you will need for measurement:
☐ If you need to measure changes in awareness, consideration or preference, decide if you have that data in-house, or if you need to find a platform or vendor to conduct one.
☐ If you have the data in-house, set up a meeting with the research group.
☐ If you need a survey platform, determine a budget, and select a platform. Develop your survey instrument
☐ If you need to measure changes in web activity, lead generation, or conversions, meet with whoever manages your web analytics and map out what you need and how often you will need it.
☐ If you need to measure share of voice, influencer quotes, statements, or other content, meet with whoever is in charge of media monitoring or social listening to see if that data is available. If it is, set up a schedule to review your results. If not, visit this page for several articles to assist you in selecting a media monitoring/social listening vendor.
Step 4: Define what you’re benchmarking against
☐ If you are measuring share of influencer voice, identify what peer/competitor keeps your leadership awake at night.
☐ If your goal is cost savings, define what other marketing expenditures you are comparing your cost to.
Step 5: Evaluate your results
☐ After the first month: check your results to ensure that your data is clean and accurate.
☐ After three months: write up a summary report on how the program has performed thus far.
☐ After six months: write up a report on results and make recommendations on what is working or not working. Refine your program as needed.