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Key Performance Indicators

Social Media Learnings

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Page 1: Social Media Learnings

Key Performance Indicators

Page 2: Social Media Learnings

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

Page 3: Social Media Learnings

Start with your strategic goals

Business Mission

Business Goals Departmental Goals

Social Media Goals

Social Media Tactics

Social Media Metrics

Page 4: Social Media Learnings

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

Page 5: Social Media Learnings

Community membership: Social Reach

Number of followers, likes and subscribers

Growth over timeBroad metricLow business valueEarly stages, brandingFoundation building

Page 6: Social Media Learnings

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

Page 7: Social Media Learnings

Brand Reputation

Brand mentions in conversations

Competition

Industry

Sentiment– Positive– Negative– Neutral

Direct communication with your brand in social spaces

Page 8: Social Media Learnings

Conversion: Beyond clicks

New visits & Repeat visitorsConversions and source

SubscribersFill out a formDownload some contentWatch a videoContacts you directlyShares your contentBuy something!

Page 9: Social Media Learnings

Measure of Success

Page 10: Social Media Learnings

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

Page 11: Social Media Learnings

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

Page 12: Social Media Learnings

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)

Page 13: Social Media Learnings

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

Page 14: Social Media Learnings

How Restaurants Can Make the Most of Social Media Platforms:

Daily Content Trivia related industry is fun & engaging

Page 15: Social Media Learnings

How Restaurants Can Make the Most of Social Media Platforms: Noting make us drool more, but attractive & delicious looks

Page 16: Social Media Learnings

How Restaurants Can Make the Most of Social Media Platforms:

Behind the scene Contests

Page 17: Social Media Learnings

How Restaurants Can Make the Most of Social Media Platforms:

Event Promotions Event coverage's

Page 18: Social Media Learnings

How Restaurants Can Make the Most of Social Media Platforms:

Media Coverage's Photos on Twitter too!

Page 19: Social Media Learnings

Standard Practices

• When we don’t acquire engagement then what’s our plan?-- Album post / extra updates

But is this enough?

Page 20: Social Media Learnings

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.

Page 21: Social Media Learnings

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

Page 22: Social Media Learnings

Ranjana Pawar

[email protected]

#9920245439