This document discusses calculating a holistic social media performance score from key performance indicators (KPIs). It proposes assigning KPIs to categories based on a consumer lifecycle approach, then calculating z-scores for each KPI compared to a baseline period. The z-scores would be translated to cumulative percentages and averaged, with each KPI weighted by category importance, to obtain an overall social score. A score of 65 is described as socially normal. Weightings can be applied to KPI categories, and qualitative review is also recommended to examine performance at a granular level.

1. What if…
there is just one scoretoknow
social media performance?

2. Why Holistic?

3. Why Holistic?
• Know what KPI is dragging the overall score down

4. Why Holistic?
• Know what KPI is dragging the overall score down
• It’s not about holistic versus categorical scoring.
In fact, you need KPI categories to determine overall score.

5. Why Holistic?
• Know what KPI is dragging the overall score down
• It’s not about holistic versus categorical scoring.
In fact, you need KPI categories to determine overall score.
• For Executives

6. Let’s say youhave alreadyidentifiedyour KPI’s inthe social
media worldof metrics.
Come on…you know what KPI means.

7. And assignedthem to KPI categories basedon the
consumer lifecycleapproachfrom Exposureto Advocacy.
Come on…you know what KPI means.

8. LIKE THESE…
Channel-based model
Metrics-based model

9. LET’S GET PHYSICAL

10. LET’S GET PHYSICAL
MATHEMATICAL
with anexample

11. Variables:
1. Exposure, Owned – Post Reach Frequency
2. Exposure, Earned – Page Likes Frequency
3. Exposure and Engagement, Paid – CTR
4. Engagement, Owned – Page Visits
5. Engagement, Earned – Engagement Frequency (Post Likes, Comments, Shares, Link Clicks)
Data set to compare: Week 1 vs. rest of the month
Problem: What’s my overall Facebook Page Exposure
and Engagement Performance?

12. 2 Easy Steps
1. Get the Z score of each variable listed in the previous slide using the formula below. Translate the z-scores into
cumulative percentages. This link will help computing a lot easier - http://easycalculation.com/statistics/z-score-
standard.php
2. Assuming each variable has equal importance to your objective, get the average z-score cumulative percentages of each
variable with the result being your Social Score.

13. Exposure, Owned – Organic Post Reach Frequency of Week 1 to compare with the rest
of the month
Total Reach of Posts Week 1 (current sample): 8600
Week 2: 2700
Week 3: 3300
Week 4: 10400
Week 5: 10800
Mean: 7160
Standard Deviation: 3892
z score: 0.37
Social score: 65
(as translated to cumulative percentage via
http://clas.sa.ucsb.edu/staff/binh/stdNormalTable.pdf )
Example result of a variable

14. Now calculate the remaining score of the other variables (Exposure, Earned – Page Likes Frequency,
Engagement, Owned – Page Visits , Engagement, Earned – Engagement Frequency (Post Likes, Comments,
Shares, Link Clicks), CTR and calculate the mean with the end result as your overall social score based on the
channel-based framework.

15. •0.1-2: What’s going on in here?
•2-15: Needspractice…
•16-84: Sociallynormal!
•85-98: Supersocial!
•99-99.9: Out of this world
What does a social score of 65 mean?

16. •0.1-2: What’s going on in here?
•2-15: Needspractice…
•16-84: Sociallynormal!
•85-98: Supersocial!
•99-99.9: Out of this world
What does a social score of 65 mean?

17. HERE…

18. IT’S SIMPLE

19. BUT HEY, DO NOT FORGET

20. BUT HEY, DO NOT FORGET
You can assign weightage on importance of KPI category

21. BUT HEY, DO NOT FORGET
You can assign weightage on importance of KPI category
You should have a qualitative review to look at it at a granular level.

22. THANK YOUjerichodignadice
Questions? ->