Sometimes you need research boiled down to key numbers. But which metrics work in which circumstances, and how do we move beyond volume and sentiment? In this session you will learn new ways to build and measure your KPIs on social.
5. #NYKCON
F
What
Key Performance Indicators
Benchmark your social efforts
Why
Prove value
Showcase GREAT work; find learnings
Applicable to all business areas
How
Internally: team C-Suite
Externally: press
Getting down to business
7. #NYKCON
F
Tips before you hit the mat
Your efforts
• Know your owned
content numbers
• Establish posting
cadence
Outliers
• Campaigns
• Issues/Crisis
• New hires
• Product launches
Creation
• Have at least 3 months,
preferable 6 months of
data to create your
baseline and stretch
goals
Evaluation
• Every quarter- what
worked/did not? Update
and removal
8. #NYKCON
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Pick and choose what is interesting and best for
YOUR brand/client
• Volume
• Share of Voice
• Channel Engagements
(retweets, shares, etc)
• Hashtags
• Key authors
• Top Stories
• Response Times
• Response Rates
• Segmentation
fluctuations
• Automated & Net
Sentiment
• Plus Developmental
• Thematic shifts
• Key message
penetration
• Purchase Intent
• Data Integration
• Plus Developmental and
Intermediate
Developmental Intermediate Advanced
11. #NYKCON
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Developmental Measurement
Feb
Marc
h
+/-
Volume 1,511 1,642 9%
SoV 33% 23% -10pp
Twitter 8 9 13%
Feb March +/-
Volume 1,532 3,783 147%
SoV 33% 53% +20pp
Twitter 32 21 -34%
Feb
Marc
h
+/-
Volume 1,567 1,715 9%
SoV 34% 24% -10pp
Twitter 392 216 -44%
• Identify the largest increases and decreases- what are the drivers?
• Evaluate to plan for next month- what worked, what did not?
15. #NYKCON
F
• Choose what is important to you/brand/client
• Know your numbers
• Collect enough data for benchmarking
• Keep outliers in mind
• Reevaluate every quarter for optimal results
Cool down