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Key Performance Indicators
Defining KPI’s
• These are metrics that evaluate success of a particular activities
• Shows progress toward strategic goals. Therefore, set KPIs based on strategic goals
Start with your strategic goals
Business Mission
Business Goals Departmental Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
Social Media Goals and Metric
Social Media Goals Increase brand awarenessIncrease leads and salesImprove online reputationRetain users
Social Media Metrics Community memberships Engagement with content Reputation Social Conversions
Community membership: Social Reach
Number of followers, likes and subscribers
Growth over timeBroad metricLow business valueEarly stages, brandingFoundation building
Mobility and Engagement KPI’s
Likes and shares Tweets from content Retweets Pinterest re-pins YouTube video likes, shares and embeds LinkedIn post lik es and shares
Compare to industry and competition
Brand Reputation
Brand mentions in conversations
Competition
Industry
Sentiment– Positive– Negative– Neutral
Direct communication with your brand in social spaces
Conversion: Beyond clicks
New visits & Repeat visitorsConversions and source
SubscribersFill out a formDownload some contentWatch a videoContacts you directlyShares your contentBuy something!
Measure of Success
Measu
re o
f S
ucc
ess • Number of new users
• Positive mentions, shares & engagement growth• Retention
• Number of queries• Number of complaints handled online• Results of a customer satisfaction
• Leads acquired • Quantity of qualified users
• Number of surveys / experiments completed• Ideas shared for improvement
Sales & marketing
Customerservice
Resources
Research
Engineering KPI’s
Likes, subscribers, followers, Retweets, commentsBrand mentions and conversations and by who? Relevant industry conversationsSocial compared to other channelsLeads from socialSales from socialPositive and negative mentions
Calculating Social Media KPI’s
1. SOV = # brand conversations/# industryconversations2. REACH = # of Fans & followers on all platforms3. ENGAGEMENT = # shares + likes + Retweets +comments/
total number of posts/content 4. LEAD GENERATION = # new leads from social channels/ total
# leads5. Response Time: All queries that comes up on the social
platforms, will be answered with 12hours (max) 6. Response Rate = #posts or queries responded to / #total
queries7. Sentiment Indicator = (Positive Conversations – Negative
Conversations)/(Positive Conversations + Negative Conversations)
Example: Food Chain – Local Restaurant
Mission– To have the best food in townGoal – To increase salesDepartment goal – Increase daily traffic at storeSocial media goal – Grow audience and engagementSocial media tactic – create promotions and distribute
special offers to fansSocial Media Metric – Number of contest submissions,
positive mentions, offer redemption, shares and engagement growth
How Restaurants Can Make the Most of Social Media Platforms:
Daily Content Trivia related industry is fun & engaging
How Restaurants Can Make the Most of Social Media Platforms: Noting make us drool more, but attractive & delicious looks
How Restaurants Can Make the Most of Social Media Platforms:
Behind the scene Contests
How Restaurants Can Make the Most of Social Media Platforms:
Event Promotions Event coverage's
How Restaurants Can Make the Most of Social Media Platforms:
Media Coverage's Photos on Twitter too!
Standard Practices
• When we don’t acquire engagement then what’s our plan?-- Album post / extra updates
But is this enough?
Best Practises- to post content: Focus on understanding your audience
Step 1: Determine who your audience is
Step: 2: Think about what their day looks like
Step 3: Apply what you know
Let’s review. When is a good time to post on Facebook?√ Early morningχ During work (9am – 5pm)√ Between work and dinnerχ After dinner (TV time)√ Bedtime
χ Weekends
The bottom line?The best time to post on Facebook is when your audience will see it. And this is going to be unique to you and your business.
Twitter Hygiene:
Follow relevant people
Follow back relevant fans
Thank relevant followers for following you
Keep your tweets between 120 and 130 characters
Only use one to two hashtags per post & don’t FORCE hashtags
Use photos
Timing is everything (please explore)
Linking to other platforms & optimize your profile
Engage with users via Regular ATS’s
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