1. Social Media KPI/Performance
Measurement
Nico Pliquett – CEO socialBench GmbH
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2. Nico Pliquett
• Founder socialBench GmbH January 2012
• Web Development for 6 years
• Social Media marketing for 2 years
• Developing socialBench since January 2011
• Invitation to the Axel Springer
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3. Public
Likes
socialBench
Talking about
Stories KPIs
Comments
Tabs
Fans
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4. Data
Public KPI Insights KPI Stories & Comments
• Fans • Reach • Number
• Talking About (viral/organic/paid) • Activity
• Activity • Demographics • Comments
• Stories per Day • Geography • Likes
• Active Fans • Reader • Shares
• Answer Rate • Frequency • Sentiment
• Answer Time • Impressions of Tabs (manual)
• Tabs • Source of Fans (e.g.
Ads)
• External Source
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5. PUBLIC KPIS
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6. • Number of fans
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7. • Growth of fans in the last 7 days
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8. • How many people „talked“ about the page in the last 7
days
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9. • Ratio of Talking about and Fans
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10. • Number of stories posted by the page per day
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11. • How many fans interacted with the Stories posted by the
page
Comments + Likes + Shares
Fans
= Activity
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12. • Number of Stories posted by the fans
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13. • How many Fans have been active in the last 28 days
• A fan is active when he comments on something, writes
a story or likes a story
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14. • Rate of Fan stories receiving an answer from the page
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15. • Average time untill the user receives an answer (h:mm)
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16. Example
BILD, WELT, STERN & SPIEGEL
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17. KPI Overview
22.02.2011 – 22.02.2012
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18. Development of Fans
22.02.2011 – 22.02.2012
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19. Active User & Talking About
15.02.2012 – 22.02.2012
Active Users percentage of Fans Talking about percentage of Fans
33.706 5,8% 76.269 13,2%
13.594 6,6% 24.535 11,9%
3.093 5,2% 4.391 7,3%
1.971 11,2% 2.490 14,2%
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20. Example
IMMONET &
IMMOBILIENSCOUT24
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21. KPI Overview
22.02.2011 – 22.02.2012
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22. Development of Fans
22.02.2011 – 22.02.2012
What happened?
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23. Kampagne “Spendenaktion”
Fan Growth
Tab Visits
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24. Active User & Talking About
15.02.2012 – 22.02.2012
Active Users percentage of Fans Talking about percentage of Fans
261 1,0% 446 1,8%
23 0,4% 56 1,0%
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25. Type of posted Stories
24.01.2012 – 22.02.2012
0,28% Activity 0,27% Activity
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26. FACEBOOK INSIGHTS
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27. What it can tell
• Reach, Readers, Demography, Link klicks…
• Between 10%-25% of the fans see stories posted by the
page
• But without any other comparison it is hard to tell if your
insights are good or not
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28. Feature
INFLUENCER
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32. Comparison
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33. Research
FACEBOOK PAGES
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34. What happens if you start posting?
Stories
Talking About
Fans
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35. Infographic – When are stories created
pages
fans
http://www.socialbench.de/infografik
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36. Infographic – Story types
Likes Comments
http://www.socialbench.de/infografik
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37. “Natural” decline of activity
http://www.socialbench.de/blog
Talking about / Fans (left scale) Activity (right scale)
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38. Free Goodie
STATISTIC NEWSLETTER
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39. • Weekly statistics for any
Facebook Page
• Stay up to date with the
development of any page
• Free registration on
facebook.com/socialBench
(german)
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40. socialBench Services
Data Processing
SaaS (Software-as-a-Service) Reporting
• Clients get own accounts • Monthly or weekly reporting made
• Access to the database and advanced by socialBench
functions • Recommendations
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41. Questions?
socialBench.de - facebook.com/socialBench
n.pliquett@socialbench.de
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