Setting goals + benchmarks for customer storytelling

When it comes to customer storytelling, one of the most frequent problems we encounter with newcomers is a “Ready, fire, aim” approach to establishing a campaign.

In fact, eight times out of ten, when we ask prospective clients what their goals are for their campaign, we encounter an awkward silence, followed by a, “You tell me?”.

If you have a similar reaction, don’t be ashamed! Figuring out how to measure the impact of customer storytelling can be daunting for first timers.

However, having goals (for both participation and impact) can help you be sure that you’ll have tangible results to share with the world (or your boss) at the end of your campaign.

So, in order to help you get started, we’ve put together a guide to help spark a few ideas for metrics that may be important to your company.

  1. Referral Traffic: people love to share stories. Check out how customer stories bring friends and family to your site and social properties. If you implement your customer storytelling campaign process, it’ll be easy for customers to share their stories as well as be featured throughout your properties.
  2. Increased time on site: stories are immersive. Whether its video, photo, text, or ratings, stories are a great way for people to dive deeper and learn more about your company, community, products, and services. Time on site is a great indicator of how people are diving deeper with your brand.
  3. Brand affinity: customers trust each other more than ads, and customers speaking on your behalf can have a tremendous impact on the way that your brand is perceived.
  4. Shares: great stories are contagious. Take a look at which stories are being shared the most to give you better insight into your customers and what motivates them. You can also see which social channels are driving the most shares for your content.
  5. Votes: if you’re utilizing a contest or sweepstakes, voting is a fantastic way to may your stories more interactive. Votes can measure viewer engagement, but also provide valuable clues as to what sorts of stories resonate with your community.
  6. Sales: customer stories can drive additional purchases, as well as increase your customer conversion through increased trust and believability. Make sure you’re setup to measure how and where this impacts your community.
  7. Share of voice: stories are universal and can spread far and wide. Through social listening, you can see the impact stories are having on customers discussing your brand on different social channels.
  8. Participation: this is the metric most cited by prospective customers – how many stories are we going to get? This is highly dependent on how and where you solicit stories, and we have lots of ideas about this. Check out our post on creating a reason for customers to share their story to make sure you’re baiting the hook properly for people to share the stories you’d like to receive.
  9. Social media mentions: when you start a customer storytelling program, you spark an ongoing dialogue with your customers. Check out how people respond on social media channels – if you give them shout outs and kudos on their story, you’ll be blown away by the response.
  10. Email CTR: customer stories are great fodder for emails – start sprinkling them in to your emails and newsletters and see how this impacts your open rates and click through rates.
  11. Ad CTR – customer stories also go really well within banner and video ads. Try them out and see how they perform compared to your more standard banner ads.

We realize that there’s a lot here, but that’s why StoryBox has built up a comprehensive analytics suite for keeping track of these key metrics and more.

Also, these are just a few ideas to get started, but don’t stop here – use these as a springboard to find the metrics that really matter to your team and company, and then make sure you have a way to measure those results.

Interested in learning more? Check out our webinar on The Science of Storytelling to learn more about how you can get started, or check out our Customer Storytelling Campaign Checklist to learn more about what you can do to get started today.