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Communication and Social Media Measurement - tuesday 16-4-kpis


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France Business School Lecture by @sebmaje

Published in: Technology, Business

Communication and Social Media Measurement - tuesday 16-4-kpis

  1. 1. Communications & Social Media Measurement:KPIs, Benchmarks and InfluenceFrance Business School Poiters: 16.04.2013Speaker: Sebastian Majewski 1 1
  2. 2. Communication and Social Media MeasurementIntroduction into Social Media MonitoringThe Age of Evidence-based CommunicationKey Performance Indicators, Benchmarks and InfluenceImportant Measures to include in your MethodologySocial Media ReportingMaking Sense of Big Data and enabling informed decisionsThe Social OrganizationSocial Media impacts various Processes and DepartmentsEngagement and Community ManagementBuilding Relationships and Collaborating with Super Fans 2 2
  3. 3. Communication and Social Media MeasurementKey Performance IndicatorsIndicators that matterBenchmarkFirst the data, then the storyInfluenceHow to determine influence 3 3
  4. 4. Key Performance Indicators 4 4
  5. 5. 55
  6. 6. 66
  7. 7. Dialogue KPI #1: Share Of VoiceShare of Voice is the relative percentage of brand mentions in social channels (i.e., articles, blogs,comments, Tweets, videos, etc.) among a competitive set. Share of Voice is a competitiveintelligence metric and will be monitored over time.Additionally, Share of Voice should be segmented by channel to identify which social channelshave the greatest impact. 7 7
  8. 8. Dialogue KPI #2: Audience EngagementAudience Engagement is the proportion of visitors who participate in a specific event-driveninitiative by contributing comments, sharing or likes & votes.Expectations for engagement will vary based on view count and readership, yet baseline metricscan be established. Audience Engagement should be tracked over time to understand the normalvolume of dialog within a specific channel. 8 8
  9. 9. Dialogue KPI #3: Share of conversation 9 9
  10. 10. Dialogue KPI #3: Conversation ReachConversation Reach is the number of unique visitors who participate in a specific issue or topicconversation across one or more social media channels. When calculating Conversation Reach,the first challenge is identifying the scope of the conversation by associating it with a specificmarketing initiative, a topic and/or keywords. 10 10
  11. 11. How to monitor your owned media. 11 11
  12. 12. Paid, Owned, Earned MediaOften times a marketing strategy will encompass paid, owned and earnedmedia. Each medium has its own set of metrics. So where does social mediafit in?•  It might be an advertising campaign (paid), •  a Facebook or Twitter channel (owned) and •  some buzz from media and stakeholders (earned). 12 12
  13. 13. Goal: Save time withsocial media monitoring. 13 13
  14. 14. 14 14Source:  
  15. 15. Goal:Report your progress to senior management 15 15
  16. 16. Crowdbooster.comAdvantages:•  Easy and quick to use tool for regular reporting•  Supports you in engaging with the community•  Helps you to organize and coordinate outreachDisadvantages:•  Cost: fairly low with 5$ per month for UNICEF•  Only two channels (e.g. Facebook and Twitter channel) 16 16
  17. 17. Generic Measurement: Reach ■  How many people like you on Facebook? ■  How many people read you Blog? ■  How many people follow you on Twitter? ■  How many people watch your videos?Engagement ■  How many people comment, like or share your Wall posts? ■  How many people link, comment or quote on your blog-posts? ■  How many people retweet or mention your Tweets? Influence ■  Is a combined metric based on several attributes you assign to users. Social & Civic Media Section is developing a measurement framework. 17 17
  18. 18. Smart Objectives 18 18
  19. 19. Know what you want to measure!Formulate SMART objectives in order to measure. We categorize ourobjectives in three groups: 19 19
  20. 20. ExampleTactical objectives: Increase ratio of users who like, share or comment on our Facebook Posts by 15% between December 2011 until March 2012.Use Facebook Insights to measure: 20 20
  21. 21. Benchmarks 21 21
  22. 22. Benchmark to campaigns #KONY2012 #SahelNOW World Malaria Day World Immunization Day 5th Birthday Lend Your Leg 22 22
  23. 23. Benchmark to “competitors” March 2012 April 2012 UNICEF 31.9% UNICEF 76.4% 23 23
  24. 24. Influence 24 24
  25. 25. InfluencersUser Tweets Retweetsselenagomez 7 31,182BAP_Bangyongguk 2 1,487anapastor_tve 23 756shakira 1 752Nas 1 643alo_oficial 2 610MiaFarrow 25 423Alyssa_Milano 2 413KatGraham 1 384eddieizzard 1 305bjork 2 258 25 25
  26. 26. Influence: Score 26 26
  27. 27. Influence: 27 27
  28. 28. Influence: 28 28
  29. 29. How to build a lasting relationship with influencers? 29 29
  30. 30. Five characteristics for successful engagement:■  Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes.■  Be relevant: It’s about the community and not your brand. Add value to discussions.■  Be practical: Use common technologies, such as Slideshare.■  Be patient: Relationships take time, don’t start asking for favours.■  Be active: Engage often and regularly. Offer fresh content. 30 30
  31. 31. Thank you for your attention.Sebastian MajewskiImpact and Analysis CoordinatorSocial and Civic Media 31 31