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Social Media KPI/Performance
      Measurement
      Nico Pliquett – CEO socialBench GmbH




23.02.2012                            Nico Pliquett - socialBench GmbH   1
Nico Pliquett
• Founder socialBench GmbH January 2012

•   Web Development for 6 years
•   Social Media marketing for 2 years
•   Developing socialBench since January 2011
•   Invitation to the Axel Springer




23.02.2012            Nico Pliquett - socialBench GmbH   2
Public
             Likes
                                                                      socialBench
       Talking about
                         Stories                                          KPIs
                      Comments
               Tabs
                      Fans




23.02.2012                         Nico Pliquett - socialBench GmbH                 3
Data


         Public KPI          Insights KPI                 Stories & Comments

•   Fans              • Reach                             •   Number
•   Talking About       (viral/organic/paid)              •   Activity
•   Activity          • Demographics                      •   Comments
•   Stories per Day   • Geography                         •   Likes
•   Active Fans       • Reader                            •   Shares
•   Answer Rate       • Frequency                         •   Sentiment
•   Answer Time       • Impressions of Tabs                   (manual)
•   Tabs              • Source of Fans (e.g.
                        Ads)
                      • External Source


23.02.2012             Nico Pliquett - socialBench GmbH                        4
PUBLIC KPIS


23.02.2012   Nico Pliquett - socialBench GmbH   5
• Number of fans




23.02.2012         Nico Pliquett - socialBench GmbH   6
• Growth of fans in the last 7 days




23.02.2012            Nico Pliquett - socialBench GmbH   7
• How many people „talked“ about the page in the last 7
  days




23.02.2012           Nico Pliquett - socialBench GmbH     8
• Ratio of Talking about and Fans




23.02.2012           Nico Pliquett - socialBench GmbH   9
• Number of stories posted by the page per day




23.02.2012          Nico Pliquett - socialBench GmbH   10
• How many fans interacted with the Stories posted by the
  page

             Comments + Likes + Shares
                               Fans

                   = Activity
23.02.2012           Nico Pliquett - socialBench GmbH   11
• Number of Stories posted by the fans




23.02.2012          Nico Pliquett - socialBench GmbH   12
• How many Fans have been active in the last 28 days
• A fan is active when he comments on something, writes
  a story or likes a story




23.02.2012          Nico Pliquett - socialBench GmbH      13
• Rate of Fan stories receiving an answer from the page




23.02.2012           Nico Pliquett - socialBench GmbH     14
• Average time untill the user receives an answer (h:mm)




23.02.2012           Nico Pliquett - socialBench GmbH      15
Example

   BILD, WELT, STERN & SPIEGEL


23.02.2012   Nico Pliquett - socialBench GmbH   16
KPI Overview
22.02.2011 – 22.02.2012




23.02.2012                Nico Pliquett - socialBench GmbH   17
Development of Fans
22.02.2011 – 22.02.2012




23.02.2012                Nico Pliquett - socialBench GmbH   18
Active User & Talking About
15.02.2012 – 22.02.2012

         Active Users percentage of Fans              Talking about percentage of Fans



               33.706 5,8%                                   76.269 13,2%

               13.594 6,6%                                   24.535 11,9%

                 3.093 5,2%                                        4.391 7,3%

                 1.971 11,2%                                       2.490 14,2%

23.02.2012                      Nico Pliquett - socialBench GmbH                         19
Example

   IMMONET &
   IMMOBILIENSCOUT24

23.02.2012   Nico Pliquett - socialBench GmbH   20
KPI Overview
22.02.2011 – 22.02.2012




23.02.2012                Nico Pliquett - socialBench GmbH   21
Development of Fans
22.02.2011 – 22.02.2012




                                                     What happened?




23.02.2012                Nico Pliquett - socialBench GmbH            22
Kampagne “Spendenaktion”


 Fan Growth




 Tab Visits




23.02.2012    Nico Pliquett - socialBench GmbH   23
Active User & Talking About
15.02.2012 – 22.02.2012

         Active Users percentage of Fans              Talking about percentage of Fans



                    261 1,0%                                       446   1,8%

                      23 0,4%                                       56   1,0%




23.02.2012                      Nico Pliquett - socialBench GmbH                         24
Type of posted Stories
24.01.2012 – 22.02.2012



             0,28% Activity                                      0,27% Activity




23.02.2012                    Nico Pliquett - socialBench GmbH                    25
FACEBOOK INSIGHTS


23.02.2012   Nico Pliquett - socialBench GmbH   26
What it can tell
• Reach, Readers, Demography, Link klicks…
• Between 10%-25% of the fans see stories posted by the
  page
• But without any other comparison it is hard to tell if your
  insights are good or not




23.02.2012             Nico Pliquett - socialBench GmbH     27
Feature

   INFLUENCER


23.02.2012   Nico Pliquett - socialBench GmbH   28
23.02.2012   Nico Pliquett - socialBench GmbH   29
23.02.2012   Nico Pliquett - socialBench GmbH   30
23.02.2012   Nico Pliquett - socialBench GmbH   31
Comparison




23.02.2012   Nico Pliquett - socialBench GmbH   32
Research

   FACEBOOK PAGES


23.02.2012    Nico Pliquett - socialBench GmbH   33
What happens if you start posting?

                                                   Stories




                                                   Talking About




                                                   Fans



23.02.2012      Nico Pliquett - socialBench GmbH                   34
Infographic – When are stories created




                                        pages



                  fans




 http://www.socialbench.de/infografik




23.02.2012                               Nico Pliquett - socialBench GmbH   35
Infographic – Story types


                                                                           Likes   Comments




 http://www.socialbench.de/infografik




23.02.2012                              Nico Pliquett - socialBench GmbH                      36
“Natural” decline of activity




                                                        http://www.socialbench.de/blog




  Talking about / Fans (left scale)             Activity (right scale)
23.02.2012                       Nico Pliquett - socialBench GmbH                        37
Free Goodie

   STATISTIC NEWSLETTER


23.02.2012       Nico Pliquett - socialBench GmbH   38
• Weekly statistics for any
  Facebook Page
• Stay up to date with the
  development of any page

• Free registration on
  facebook.com/socialBench
    (german)




23.02.2012               Nico Pliquett - socialBench GmbH   39
socialBench Services




                               Data Processing




    SaaS (Software-as-a-Service)                    Reporting
• Clients get own accounts                      • Monthly or weekly reporting made
• Access to the database and advanced             by socialBench
  functions                                     • Recommendations


23.02.2012                   Nico Pliquett - socialBench GmbH                        40
Questions?
             socialBench.de - facebook.com/socialBench


                  n.pliquett@socialbench.de


23.02.2012                Nico Pliquett - socialBench GmbH   41

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Social Media KPI - english

  • 1. Social Media KPI/Performance Measurement Nico Pliquett – CEO socialBench GmbH 23.02.2012 Nico Pliquett - socialBench GmbH 1
  • 2. Nico Pliquett • Founder socialBench GmbH January 2012 • Web Development for 6 years • Social Media marketing for 2 years • Developing socialBench since January 2011 • Invitation to the Axel Springer 23.02.2012 Nico Pliquett - socialBench GmbH 2
  • 3. Public Likes socialBench Talking about Stories KPIs Comments Tabs Fans 23.02.2012 Nico Pliquett - socialBench GmbH 3
  • 4. Data Public KPI Insights KPI Stories & Comments • Fans • Reach • Number • Talking About (viral/organic/paid) • Activity • Activity • Demographics • Comments • Stories per Day • Geography • Likes • Active Fans • Reader • Shares • Answer Rate • Frequency • Sentiment • Answer Time • Impressions of Tabs (manual) • Tabs • Source of Fans (e.g. Ads) • External Source 23.02.2012 Nico Pliquett - socialBench GmbH 4
  • 5. PUBLIC KPIS 23.02.2012 Nico Pliquett - socialBench GmbH 5
  • 6. • Number of fans 23.02.2012 Nico Pliquett - socialBench GmbH 6
  • 7. • Growth of fans in the last 7 days 23.02.2012 Nico Pliquett - socialBench GmbH 7
  • 8. • How many people „talked“ about the page in the last 7 days 23.02.2012 Nico Pliquett - socialBench GmbH 8
  • 9. • Ratio of Talking about and Fans 23.02.2012 Nico Pliquett - socialBench GmbH 9
  • 10. • Number of stories posted by the page per day 23.02.2012 Nico Pliquett - socialBench GmbH 10
  • 11. • How many fans interacted with the Stories posted by the page Comments + Likes + Shares Fans = Activity 23.02.2012 Nico Pliquett - socialBench GmbH 11
  • 12. • Number of Stories posted by the fans 23.02.2012 Nico Pliquett - socialBench GmbH 12
  • 13. • How many Fans have been active in the last 28 days • A fan is active when he comments on something, writes a story or likes a story 23.02.2012 Nico Pliquett - socialBench GmbH 13
  • 14. • Rate of Fan stories receiving an answer from the page 23.02.2012 Nico Pliquett - socialBench GmbH 14
  • 15. • Average time untill the user receives an answer (h:mm) 23.02.2012 Nico Pliquett - socialBench GmbH 15
  • 16. Example BILD, WELT, STERN & SPIEGEL 23.02.2012 Nico Pliquett - socialBench GmbH 16
  • 17. KPI Overview 22.02.2011 – 22.02.2012 23.02.2012 Nico Pliquett - socialBench GmbH 17
  • 18. Development of Fans 22.02.2011 – 22.02.2012 23.02.2012 Nico Pliquett - socialBench GmbH 18
  • 19. Active User & Talking About 15.02.2012 – 22.02.2012 Active Users percentage of Fans Talking about percentage of Fans 33.706 5,8% 76.269 13,2% 13.594 6,6% 24.535 11,9% 3.093 5,2% 4.391 7,3% 1.971 11,2% 2.490 14,2% 23.02.2012 Nico Pliquett - socialBench GmbH 19
  • 20. Example IMMONET & IMMOBILIENSCOUT24 23.02.2012 Nico Pliquett - socialBench GmbH 20
  • 21. KPI Overview 22.02.2011 – 22.02.2012 23.02.2012 Nico Pliquett - socialBench GmbH 21
  • 22. Development of Fans 22.02.2011 – 22.02.2012 What happened? 23.02.2012 Nico Pliquett - socialBench GmbH 22
  • 23. Kampagne “Spendenaktion” Fan Growth Tab Visits 23.02.2012 Nico Pliquett - socialBench GmbH 23
  • 24. Active User & Talking About 15.02.2012 – 22.02.2012 Active Users percentage of Fans Talking about percentage of Fans 261 1,0% 446 1,8% 23 0,4% 56 1,0% 23.02.2012 Nico Pliquett - socialBench GmbH 24
  • 25. Type of posted Stories 24.01.2012 – 22.02.2012 0,28% Activity 0,27% Activity 23.02.2012 Nico Pliquett - socialBench GmbH 25
  • 26. FACEBOOK INSIGHTS 23.02.2012 Nico Pliquett - socialBench GmbH 26
  • 27. What it can tell • Reach, Readers, Demography, Link klicks… • Between 10%-25% of the fans see stories posted by the page • But without any other comparison it is hard to tell if your insights are good or not 23.02.2012 Nico Pliquett - socialBench GmbH 27
  • 28. Feature INFLUENCER 23.02.2012 Nico Pliquett - socialBench GmbH 28
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  • 32. Comparison 23.02.2012 Nico Pliquett - socialBench GmbH 32
  • 33. Research FACEBOOK PAGES 23.02.2012 Nico Pliquett - socialBench GmbH 33
  • 34. What happens if you start posting? Stories Talking About Fans 23.02.2012 Nico Pliquett - socialBench GmbH 34
  • 35. Infographic – When are stories created pages fans http://www.socialbench.de/infografik 23.02.2012 Nico Pliquett - socialBench GmbH 35
  • 36. Infographic – Story types Likes Comments http://www.socialbench.de/infografik 23.02.2012 Nico Pliquett - socialBench GmbH 36
  • 37. “Natural” decline of activity http://www.socialbench.de/blog Talking about / Fans (left scale) Activity (right scale) 23.02.2012 Nico Pliquett - socialBench GmbH 37
  • 38. Free Goodie STATISTIC NEWSLETTER 23.02.2012 Nico Pliquett - socialBench GmbH 38
  • 39. • Weekly statistics for any Facebook Page • Stay up to date with the development of any page • Free registration on facebook.com/socialBench (german) 23.02.2012 Nico Pliquett - socialBench GmbH 39
  • 40. socialBench Services Data Processing SaaS (Software-as-a-Service) Reporting • Clients get own accounts • Monthly or weekly reporting made • Access to the database and advanced by socialBench functions • Recommendations 23.02.2012 Nico Pliquett - socialBench GmbH 40
  • 41. Questions? socialBench.de - facebook.com/socialBench n.pliquett@socialbench.de 23.02.2012 Nico Pliquett - socialBench GmbH 41