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Social Analytics – What are the KPIs that matter?
 

Social Analytics – What are the KPIs that matter?

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Interactivity Digital presentation by Simon Heseltine, Director of Audience Development at AOL

Interactivity Digital presentation by Simon Heseltine, Director of Audience Development at AOL

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    Social Analytics – What are the KPIs that matter? Social Analytics – What are the KPIs that matter? Presentation Transcript

    • @simonheseltineSouth Beach, May 16thMay 15th 2013Social Analytics – What are the KPIs that matter?Simon HeseltineDirector of AudienceDevelopmentTwitter: @simonheseltinePresented By:
    • @simonheseltineSouth Beach, May 16thSlide Header Here
    • @simonheseltineSouth Beach, May 16thKPIs that matter3TweetsRetweetsCommentsLikes# FollowersFavorites# FansShares
    • @simonheseltineSouth Beach, May 16thCase Study4http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishingThe publishers with the greatest number of Facebook interactions through October 1, 2012
    • @simonheseltineSouth Beach, May 16thKPI’s that matter5
    • @simonheseltineSouth Beach, May 16thSimon HeseltineDirector of AudienceDevelopmentTwitter: @simonheseltineMay 15th 2013Social Analytics – What are the KPIs that matter?Was Presented By:Thanks
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – links shared7http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – ReferralsSource: Hitwise.com
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – TimingWhen do you push out your content?• How interesting is your content?• Where is your audience?• How timely is your content?
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – TimingWhen do you try to ‘ping’ it back to the top?• How well is it performing?• Was the original timing not right?• Is this the right time for another portion of your audience?• Different timezone• Different interests
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – FrequencyHow often do you post?• Look at your level of engagement for what you have now• Increase your frequency and see what happens• If it falls, reduce it, otherwise increase it some more
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – Action LocationsWhere do your social shares happen?• On the page?• Via comments?• On social sites?Which encourages engagement among your customers?
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – ConversionsWhich social sites are driving your conversions?• Total number of conversions• Percentage of conversions
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – InfluenceWhich is more valuable?An account with >23.5k followers or one with >13k followers?
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – Followers
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – Followers
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – Value of a Follower/FanLifetime value of a follower / fanAnticipated revenue based on analytics data per user
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – Negatives18HideHide All PostsReport SpamUn-likes
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – On Page CommentsAugust 2011Huffington Post passedthe 100mm commentmilestoneOct 2012Passed the 200mmcomment milestoneAugust 2011Huffington Post passedthe 100mm commentmilestoneMay 2013Passed the 250mmcomment milestone
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – On Page Comments
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – On Page Comments70% of our comments arereplies to other peopleOver 1,000 of the community members whosigned up in first the 6 months of HuffPost’sexistence still comment more than once a weektoday.
    • @simonheseltineSouth Beach, May 16th• Self selected article of interest– NY Health Exchange– Romneycare– Unhinged congressman– Debt collectorsOther engagement metrics – On Page Comments• Online survey• 1351 readers of target sites• 18+, US only• Age, gender and geographicallybalanced
    • @simonheseltineSouth Beach, May 16thOther engagement metrics – On Page Comments6%5%5%3%8%7%4%4%3%21%16%5%10%3%1%Number of FansBadgesNumber of…Super userGeographyIconNameGrammar levelHumorAdherence to party lineOriginal article criticismRelevanceClarity of thoughtFact-based commentLinks to articlesCommunity involvement = 19%Personal identity = 19%Style = 7%Relationship to content = 42%Individual substance = 14%The Results?
    • @simonheseltineSouth Beach, May 16thCommunity involvement = somewhat important (19%)Badges0 Badges -0.251 Badge -0.02More than 1 Badge 0.26Feature not available/not using -0.25Number of favorites/likes/votes0 -0.211-5 -0.016+ 0.22Feature not available 0.00Number of fans0 -0.281 - 99 -0.08100 - 999 0.061000+ 0.29Feature not available 0.00Super userSuper user / Top commenter -0.11Not Super user / Feature 0.11Feature not available -0.17Other engagement metrics – On Page Comments
    • @simonheseltineSouth Beach, May 16thPersonal Identity = somewhat important (19%)NameFull Name 0.20Username / Nickname 0.00Anonymous -0.20GeographySpecific location 0.23General location 0.12Job/School 0.14Nothing / Feature not available -0.50Icon PresenceAuthor picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33Other engagement metrics – On Page Comments
    • @simonheseltineSouth Beach, May 16thRelationship to Content = very important (42%)Adherence to party lineDemocratic -0.51Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02Libertarian -0.50Non-Partisan/Independent 1.54Original article criticismPraise -0.99Neutral 0.47Critical 0.53RelevanceRelevant 0.23Little relevancy 0.00Not relevant at all -0.22Other engagement metrics – On Page Comments
    • @simonheseltineSouth Beach, May 16thEngagement metricsFigure out what metrics make sense for your organization• Engagement• Fan base size• Click throughs• ConversionsMeasure – looking for potential anomaliesTest, test and then test some more
    • @simonheseltineSouth Beach, May 16thSimon HeseltineDirector of AudienceDevelopmentTwitter: @simonheseltineMay 15th 2013Social Analytics – What are the KPIs that matter?Was Presented By:Thanks