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KPI Formation

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Sometimes you need research boiled down to key numbers. But which metrics work in which circumstances, and how do we move beyond volume and sentiment? In this session you will learn new ways to build and measure your KPIs on social.

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KPI Formation

  1. 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F KPI Formation Irelyn Akers Senior Analyst Brandwatch Research Services
  2. 2. #NYKCON F Baby Steps
  3. 3. #NYKCON F Expectation vs. Reality
  4. 4. #NYKCON F Figuring out KPIs
  5. 5. #NYKCON F What Key Performance Indicators Benchmark your social efforts Why Prove value Showcase GREAT work; find learnings Applicable to all business areas How Internally: team C-Suite Externally: press Getting down to business
  6. 6. #NYKCON F Metrics
  7. 7. #NYKCON F Tips before you hit the mat Your efforts • Know your owned content numbers • Establish posting cadence Outliers • Campaigns • Issues/Crisis • New hires • Product launches Creation • Have at least 3 months, preferable 6 months of data to create your baseline and stretch goals Evaluation • Every quarter- what worked/did not? Update and removal
  8. 8. #NYKCON F Pick and choose what is interesting and best for YOUR brand/client • Volume • Share of Voice • Channel Engagements (retweets, shares, etc) • Hashtags • Key authors • Top Stories • Response Times • Response Rates • Segmentation fluctuations • Automated & Net Sentiment • Plus Developmental • Thematic shifts • Key message penetration • Purchase Intent • Data Integration • Plus Developmental and Intermediate Developmental Intermediate Advanced
  9. 9. #NYKCON F Feeling the burn, yet? Let’s look at some examples
  10. 10. #NYKCON F US Gym Example
  11. 11. #NYKCON F Developmental Measurement Feb Marc h +/- Volume 1,511 1,642 9% SoV 33% 23% -10pp Twitter 8 9 13% Feb March +/- Volume 1,532 3,783 147% SoV 33% 53% +20pp Twitter 32 21 -34% Feb Marc h +/- Volume 1,567 1,715 9% SoV 34% 24% -10pp Twitter 392 216 -44% • Identify the largest increases and decreases- what are the drivers? • Evaluate to plan for next month- what worked, what did not?
  12. 12. #NYKCON F Intermediate Measurement 0 7 14 21 28 35 Numberofmentions Segmentation Volume Feb March 0 7 14 21 28 35 Numberofmentions Segmentation Volume Feb March 0 7 14 21 28 35 Numberofmentions Segmentation Volume Feb March
  13. 13. #NYKCON F Advanced Measurement 0% 25% 50% 75% 100% Purchase Intent %ofmentions Purchase Intent Feb March 0% 25% 50% 75% 100% Purchase Intent %ofmentions Purchase Intent Feb March 0% 25% 50% 75% 100% Purchase Intent %ofmentions Purchase Intent Feb March
  14. 14. #NYKCON F Phew! We made it! Let’s cool down and recap
  15. 15. #NYKCON F • Choose what is important to you/brand/client • Know your numbers • Collect enough data for benchmarking • Keep outliers in mind • Reevaluate every quarter for optimal results Cool down
  16. 16. #NYKCON F Email irelyn@brandwatch.com Office +1 (347) 586 5158 Mobile +1 (646) 935 92369 Irelyn Akers Senior Research Analyst, Brandwatch
  17. 17. #NYKCON F Now You Know

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