The 2018 Influencer Marketing Maturity Assessment

Which of the following social metrics are you using to measure your influencer marketing programs? (select all that apply)
Max Potential Impressions: The number of times your brand message gets in front of your target audience
Engagements / CPE: The numbers of social interactions you receive from influencer-produced content, such as likes, comments, shares, etc.
Clicks / CPC: The total number of times audiences clicked on content to “learn more”
Total Potential Reach: The cumulative number of followers from all influencers utilized in a campaign
Number of Influencers: The total number of influencers paid to participate in a single campaign
Channel Growth: Increase in brand channel likes, followers, or subscribers across all platforms
Total Pieces of Content: The number of sponsored pieces of content placed on the web during a campaign, including all blogs, photos, videos, and social shares
None: I do not currently measure any of these social metrics
Which of the following insights are you able to gather from your influencer marketing programs? (select all that apply)
Individual Content Performance: Evaluating each piece of content based on impressions, engagements, clicks, etc., to determine top-performing content
Influencer Performance: Evaluating the performance of each influencer based on campaign objectives, as well as overall reach and cost efficiency, to determine top-performing influencers
Engaged Audiences: Gathering demographic and psychographic data on the audience that engaged with the campaign
Increase in Brand Mentions: Analyzing share-of-voice of brand/retailer against competitors, as well as brand sentiment
Equivalent Media Value: A calculation of the estimated cost to deliver the same number of impressions via other methods (such as an ad buy)
Content Value: The estimated cost to generate the same volume of unique content as the influencers produced in a campaign
Audience Attention: The aggregate amount of time the audience spent seeing and interacting with the content in a given campaign
None: I do not currently gather any of these insights,
Which of the following business metrics are you using to measure your influencer marketing programs? (select all that apply)
Promo Code Redemption: Codes or coupons that are exclusively connected to your influencer marketing campaigns to track sales
Tracked Link Conversions: The volume of conversions specifically from unique tracking links used in influencer content
Correlation Analysis: Measuring how the timing of campaign delivery correlates to lifts in key business metrics, such as daily sales
Ad Recall Study: The estimated percentage of ad viewers who would likely remember the ad if asked 48-hours later
Web Traffic Performance Lift: The increase in website visits throughout the course of a campaign and/or the performance of that traffic
Goal Conversions: The total number of audience conversions during an individual campaign, such as email capture
Branded Keyword Search Volume Lift: The increase in organic search volume for your brand and/or product during and shortly after a campaign
Affiliate Sales: Measuring influencer affiliate links to track sales online through social channels and blog content
None: I do not currently measure any of these business metrics
Which of the following performance studies are you using to measure your influencer marketing programs? (select all that apply)
Sales Lift Study: A system by which purchase behaviors of those exposed to the influencer content is analyzed against a control group that did not see the content.
Foot Traffic Study: A system by which presence in story of devices exposed to influencer content is analyzed against foot traffic of a control group that did not see the content.
Media Mix Modeling: A statistical analysis on sales and marketing time series data to estimate the impact of various marketing tactics on sales and then forecast the impact of future sets of tactics.
None: I have not implemented any of these studies
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