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Beyond KPIs: Measuring Success on Social Media, Learning From Your Analytics and Reaching Your Social Media Goals
Loïc Bommersbach - @leauickqueSocial-Media Manager, CERN
Social Media Strategy Summit – 6 February 2020 – San Francisco
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CERN, the European Laboratory for Particle Physics
Loïc Bommersbach - @leauickque
Fastest racetrack on the planet
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Image credit: CERN
Colder than outer space
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Image credit: CERN
Hottest spots in the galaxy
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Birthplace of the World Wide Web
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CERN On Social Media
2014
2012
2011
2008/2009
Twitter (EN & FR)
2007
YouTube
Videos News
Connections
Professional
BusinessNews
Dialogue
Community
Images
Behind-the-
scenes
2012–2016
100kFollowers
2,5 m
illion
700k
100k540k
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CERN Social-Media AudiencesCERN gains a new social-media follower every 2 minutes!Communicating science through social media à reach many different audiences in different countries.
! The general public" The local community# The scientific community$ Teachers and students
The CERN communityGovernments and policy-makers
% Media and influencers
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Strands Themes KPIs
1. Begin a journey Information Click-throughBounce rate
2. Foster engagement
Engagement SharesComments
3. Retain positivesentiment
Marketing LikesComments (tone)
http://communications.web.cern.ch/social-media
CERN’s social-media strategy
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Explaining science and providing updates• The latest advancements in particle
physics and in accelerator physics
• The engineering success stories
• The computing involved
• CERN in the society: knowledge transfer
• Weekly “rendez-vous” !
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Explore Infinite Possibilities
Instagram grids, or carousels
360 photos & videos Instagram stories and stickers
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April fool’s day and humour
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Meet The People Behind The Science
#IWorkAtCERN
#WomenInScience
#TRUEFALSE
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Connecting With Our Audience, lives
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Shared on the NASAFacebook page: from 280 viewers to 900!
Use partnership for lives
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Collaborating With Influencers, Using The UGC*Scientists are the best ambassadors for science!• Legitimacy• Knowledge• Experience• Connections
*UGC: User Generated Content
Don’t forget the micro-influencers!
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Measuring successChannel KPIs
Twitter CERN CERN_FR
• Posts: reach, likes, retweets, replies, link clicks, engagement rate
• Community: new followers
Facebook • Posts: reach, likes, comments, shares, link clicks, engagement rate
• Community: fans recruitment
Instagram • Posts: likes, comments• Stories: replies, swipe-ups• Community: new followers
LinkedIn • Posts: impressions, likes, comments, shares, link clicks, engagement rate
• Community: follower recruitment
YouTube • Views, likes, comments, • Community: subscriber recruitment
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What really matters on social media?It’s more than the numbers:• Creating different types of content• Using social-media features/channels• Adapting the tone• Collaborating with the scientific community• Influencer Marketing• Going deeper into the analytics
➡ Social media provides a valuable contact with real people - it is a extension of real life.
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home.cern
