The document discusses digital strategy in the context of the COVID-19 pandemic, analyzing audience engagement metrics and consumption trends across platforms like Facebook, Instagram, and YouTube. It highlights the impact of lockdowns on content creation and audience behavior, while proposing actionable goals for increasing followers and interaction rates. The presenter shares recommendations for content strategy, including publishing frequency and types of posts to enhance engagement.

1. Digital Strategy &
the COVID effect
August 2021

2. Hello!
I’m Esra Doğramacı
I’m here to talk about numbers.
You can find me on Twitter EsraD
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Doha,
QATAR
Sydney, AUSTRALIA

3. At a glance
● Digital Strategy: defining growth
● The COVID effect
● Platform Analytics
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5. Aggregate Audience
Total count: Followers,
Subscribers, etc.
What should we be paying attention to?
Engaged Audience
Percentage: Interaction
rate, retention rate etc
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6. Facebook/Instagram
CrowdTangle)
Interaction rate= what %
of my audience is engaging
with my content
How can we track these numbers?
YouTube
Watchtime: The actual
amount of content
consumed (ie, not views)
Active subscribers: what
% of my subscribers are
actually watching my
channels content
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7. Drop ↓
in audience/consumption
● Lockdown = limitations,
no original content
What is the COVID effect?
Uplift↑
in audience/consumption
● Audiences at home =
opportunity, watching
old/popular content
● Specific COVID
information
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Comparing 2020 with 2019 year on year data.

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10. Roar LK
Jan - Jul ‘21 v’s
Jan - Jul ’20
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Understand
Performance

11. Roar LK
Jan - Jul ‘21 v’s
Jan - Jul ’20
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Understand
Performance

12. Understand
Performance
Interaction rate =
total engagement divided
by followers
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CrowdTangle is FREE for
publishers who have
registered with
Facebook's News Page
Index.
For access and assistance, reach
out to :
support@crowdtangle.com or
check help.crowdtangle.com
How do I get access
to CrowdTangle?

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16. Come up with a proposition
What
Increase Followers by 20% to 5403 from 4669
in 2020.
● Increase annual Interaction Rate by 4.8%,
from 0.28% in 2020 (equivalent to 0.4%
monthly)
● Publish 10 photo posts monthly, from an
2020 average of 1 per month.
● Publish 10 video posts monthly, from an
average of 1 per month in 2020.
● Reduce link posts to 100 monthly from an
average of 138 monthly in 2020.
How
● Average of 4 photos or videos/dailly
● Average 25 link posts/weekly (100/monthly)
● Links to include more stories in Investments,
Debts, Apparel, Tourism and Airport
● Avoid posting stories in the category of
crimes, human rights, sports and Daily
COVID updates
● Additionally, experimental FB stories, opinion
polls and asking questions from audience in
order to engage them.
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Presentation template by SlidesCarnival

17. Any
questions?
Get in touch
You can find me at
● EsraD
● esradogramaci.com
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