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How to create a winning social media report

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A social media report template for those who need help creating a well structured report that clearly presents key results, value and insights derived from social media. The social media report template is suited to those using Facebook and Twitter as part of their social media strategy. If you would like to talk about measuring your social media efforts get in touch with me at info@inlight.com.au

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How to create a winning social media report

  1. 1. How to create a winning social media report The purpose of this presentation is to provide an example of a well structured social media report that will be well received by your stakeholders. Social media generates so much social data that sometimes it’s hard to know where to start. Our recommendation is to keep it simple and start with the metrics that align with your objectives and demonstrate the value of social media. If you would like to talk more about measuring you social media efforts get in touch with us at info@inlight.com.au Disclaimer: this example report is suited to those that are actively using Facebook and Twitter as part of their social media strategy
  2. 2. Executive Summary This slide should give a quick snapshot of your social media results. It should convey the most important metrics and insights for those that don’t have time to read each slide of your report. Populate your key brand mentions here. BRAND Number of mentions, share of voice, sentiment and key insights are appropriate. Populate your fan and follower growth and ENGAGEMENT how well you’re engaging here. Include engagement scores, reach, buzz, campaigns and key insights. Populate your social service metrics here. SERVICE How many enquiries, outcome, sentiment, response times and key insights.
  3. 3. Example: Social Media Report BRAND RESULTS
  4. 4. Before I get started, which tools should I use? MONITORING MANAGEMENT BENCHMARKING ENTERPRISE ENTERPRISE FREE This is not an exhaustive list. Get in touch at info@inlight.com.au if you would like to talk about social media tools to suit your business.
  5. 5. Brand - mentions trended over time This slide should show the number of brand mentions over time. It should show key trends in mentions and should provide insights as to what is driving the trends. SAMPLE CHART - MENTIONS OVER TIME call out drivers behind trends SOURCE: RADIAN6
  6. 6. Brand - sentiment trended over time This slide should show brand sentiment trended over time. It should show key trends in sentiment and should provide insights as to what is driving the trends. SAMPLE CHART - SENTIMENT OVER TIME call out drivers behind trends SOURCE: RADIAN6
  7. 7. Brand - monthly sentiment breakdown This slide should show a breakdown of sentiment for the month. SAMPLE CHART - SENTIMENT BREAKDOWN SOURCE: RADIAN6
  8. 8. Brand - monthly share of voice against competitors This slide should show share of voice against competitors for the month. SAMPLE CHART - SHARE OF VOICE AGAINST COMPETITORS SOURCE: RADIAN6
  9. 9. Brand - sentiment breakdown against competitors This slide should show share of voice against competitors for the month. SAMPLE CHART - SENTIMENT AGAINST COMPETITORS 5% 21% 31% 87% 98% 72% 58% 11% 8% 7% 2% AAMI NRMA ALLIANZ RACV YOUR BRAND BRAND X BRAND Y BRAND Z Positive Neutral Negative SOURCE: RADIAN6
  10. 10. Brand - channel verbatim comments This slide should show examples of verbatim comments. Can be broken down by channel e.g. Twitter and sentiment e.g. positive comments EXAMPLE FROM RADIAN6 RIVER OF NEWS - VERBATIM COMMENTS
  11. 11. Brand - monthly insights This slide should should be a brand wrap up slide and provide key brand insights generated from social media for the month. Examples include: • What is driving the trends in brand mentions, sentiment, competitor mentions • What are the key themes being discussed? • What are the key learning’s and actions as a result of these learning’s? • What is happening in each channel? How do they differ from each other? • How are marketing campaigns impacting social media? What are the results? • How is the press and public relations impacting social media and conversations? • Were there any key issues for the month? What were they and how are they being addressed? • What are the wins for the month? How have they impacted the business?
  12. 12. Example: Social Media Report ENGAGEMENT RESULTS
  13. 13. Engagement - Fan growth This slide should show Facebook fan growth trended over time. It should also identify key drivers behind growth. SAMPLE CHART - FACEBOOK FAN GROWTH OVER TIME NEW FANS call out drivers July 967 behind trends Total 46,386 SOURCE: FACEBOOK INSIGHTS
  14. 14. Engagement - Facebook page This slide should show identify the key themes and insights derived from the Facebook page for the month. Examples include: • Number of new fans and the drivers of growth • Campaigns and competitions that were running and performance • Examples of customer and fan comments • Examples of user generated content • Examples of the posts with the highest engagement • Age and gender breakdown of fans • How many posts by admin and how many posts by fans • Overall sentiment of posts • Any other points of interest about your fans • Any other insights or learning’s
  15. 15. Engagement - Facebook reach This slide should demonstrate the reach of your Facebook page. You can even estimate the dollar value of the reach by using a standard CPM figure. E.g. Value = (Impressions x CPM)/1000 SAMPLE CHART - FACEBOOK REACH OVER TIME REACH July 4,321,531 Total 72,479,831 July Value AU$21,607 Total Value AU$362,399 VALUE CALCULATED USING $5.00 CPM SOURCE: FACEBOOK INSIGHTS
  16. 16. Engagement - buzz and viral reach This slide should demonstrate the buzz and viral reach of Facebook page. SAMPLE CHART - FACEBOOK TAT + VIRAL REACH SOURCE: FACEBOOK INSIGHTS Talking About This refers to the number of people who created a story about your page by liking, commenting or sharing one of your posts, or by posting on your page or tagging you in a post. It can be referred to as a measure of ‘buzz’.
  17. 17. Example: Social Media Report SERVICE
  18. 18. Service - summary This slide should give a quick snapshot of your social media service results by cannel. If you can use the following formula to estimate savings: Deflected contacts = (number of new enquiries) x (estimated deflection rate) Savings = (number of deflected contacts) x (avg cost per contact) Twitter Facebook Total Enquiries 1,082 2,089 4,071 Resolved enquiries 789 1693 2482 Escalated enquiries 293 396 689 Response Time 0:23:00 0:54:00 0:38:50 POSITIVE NEUTRAL NEGATIVE POSITIVE NEUTRAL NEGATIVE POSITIVE NEUTRAL NEGATIVE Sentiment 20% 18% 62% 9% 26% 65% 13% 19% 67% Deflected contacts 54 104 158 (call deflection rate = 5%) Estimated savings AU$270 AU$520 AU$790 (average cost per contact $5)
  19. 19. Brand - sentiment trended over time This slide should show customer service enquiries trended over time by channel. It should show key trends in the volume of enquiries and should provide insights as to what is driving the trends. SAMPLE CHART - ENQUIRIES OVER TIME call out drivers 250 behind trends 200 150 FACEBOOK TWITTER 100 50 0 OCT NOV DEC JAN FEB MARCH APRIL MAY SOURCE: MANUAL TRACKING

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