As for all strategies, storytelling results need to be monitored to evaluate its effectiveness in terms of the marketing goals. The success of storytelling marketing is mainly measured by the extent to which stories become the focus of conversations. However, so long as the new technologies offer new possibilities, there are new metrics to consider. In accordance with Latitude’s method, we suggest that storytelling marketing performance should be measured through four main categories of metrics: Impact, integration, interactivity and immersion.
Impact: does the story inspire one to take action offline, such as purchasing, supporting a cause, inspiring one to discover more, to better oneself, etc.
- Mindset shifting: to what extent does the story make the audience consider a new point of view or even change their attitudes in relation to a certain issue?
- Heart shaking: does the story move the audience to support a good cause?
- Acquired knowledge: does the audience learn anything new about the destination experiences and services? Does it boost the number of enquiries or information searches?
- Conversion: does the call to action move the audience to take the intended action?
- Coverage & impression: what reach, viewership and positive sentiment does it achieve? Does it generate positive publicity? Does it increase the recommendation rate?
Integration: is the story cohesive across platforms? Can it interface with the real world?
- Cross-platform usage: how many devices and platforms are the followers using?
- Cross-platform engagement: how engaged is the audience with each platform and device?
- Offline integration: does the story integrate real world experiences?
Interactivity: can the audience somehow influence the elements of the story? Can they interact with other followers or with characters?
- Plot building: how much does the audience participate in shaping the story plot (voting, providing ideas, etc.)?
- Engagement: apart from sharing the content, how active is the audience in discussing, participating, collaborating, and competing with other followers?
Immersion: to what extent is it possible to go deeper in the story world, learn more about the context and the character’s lives, and have sensory experiences about it?
- Information searching: how active is the audience in seeking further information about the story context and characters?
- Extended following: to what extent does the audience look for stories related to this one?
Such metrics are to be revised and new metrics are to be created for as long as new strategies are developed in accordance with new media technologies that allow new ways of interacting, immersing, integrating online with offline experiences, and generating new kinds of impacts.
What other indicators would you consider to track the story performance?