online metrics - social media kpis

Online Metrics - Social Media KPIs

• Use a combination of data that is available natively in the analytics of the Social Media platforms in addition to advanced capabilities of external Social Media Analysis platforms.

Online Metrics - Social Media KPIs

Metrics of Interest

Metric Types

• Public Metrics allow you to benchmark your activities with competitors and the industry that you are in.

Metric Type - Public

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safety-metrics-and-performance

• Private Metrics provide a more soul-searching view into your own activity; however, it is usually difficult to digest in its native format and you won’t be able to compare the data with other metrics in your industry.

Metric Type - Private

Community Size

Community Size• Most common

metric of interest to brands just getting started on Social  

• The brands will see when they gain more Social Media experience that Community Size isn’t the only metric that matters.

• In the words of Carly Simon and her 1972 hit, “You’re So Vain”:

“You're so vain, I'll bet you think this song is about you, Don't you? Don't You?”

Community Size

Image Source: http://www.albumartexchange.us/2010/02/carly-

simon-reveals-david-geffen-to-be-the-vain-one.html

• Related KPI:  Community Size Growth Rate

• Recommendations:– Social Advertising Campaigns launch and

optimization– Engaging Content

Community Size

Community Size

Engagement Rate

• Engagement is tied to the quality of content, overall community size, likes, comments, shares,… You can compare this metric with your past results and to industry players even if they are much bigger in size.

Engagement Rate

• Recommendations:– Keep a close eye on this– Change tactics strategically to identify

techniques and methods that increase it

Engagement Rate

Engagement Rate

Low Engagement

Rates

Engagement Rates

influenced with likes

Share Activity

• Brands generally struggle with this KPI and work regularly on improving the relevance of content to the audience.  This is also related to the Community Size growth to be of target audience that is right to your brand (reducing obsession with Community Size to the right community)

• Recommendations:- Content plays a big role- Reward systems to your top sharers help

Share Activity

Brand Activity

• Looks at how active the brand is in posting updates to its Social Media channels.  We still see brands struggling with regularly updating their channels and a common question brands ask is how many updates per day.

• Recommendations:- Be active every day (users expect it)- Prepare Content Calendar in

advance

Brand Activity

Brand Activity

Response Rate

• Social Media is a multi-way medium that users heavily rely on to get their questions answered.  Response Rate is a metric that measures the percentage of user questions that the brand addresses.  The higher the better.

• Related KPI:  Response Time  (Time it takes the brand to respond to a customer)

Response Rate

• Recommendations: – Response Rate and Response Time can be

significantly improved by introducing Business Workflow for Social Media that integrates Social Media into the core business functions of Customer Support, Sales, and Marketing.

Response Rate

AudienceDemographics

• Native reporting of Social Networks provide insight into the age group, gender, and location of your audience.

AudienceDemographics

• Recommendation:– Targeted Ad Campaigns can help rectify

certain aspects of your Audience Demographics

AudienceDemographics

Reach

• Organic and Paid reach work together to get your content and brand to as many eyeballs as possible.

• Recommendations:- Promoted Posts and other form of ads significantly help boost Reach especially with Facebook’s reduction of Page Organic Reach in December 2013

Reach

Click Tracking

• Content that you share (original content or from third-party sources) is clicked on to go to a website or third-party destination.

• Recommendations:– Keep a close eye on native reporting of

Social Media channel to optimize Content Strategy

– Refer to website visit analytics (Google Analytics or other)

Click Tracking

Mobile Usage Analytics

• If you have a mobile app, mobile site, or if you are pondering the need for a mobile presence, this metric is helpful and can be gleaned from the website analytics and mobile app analytics.

Mobile Usage Analytics

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• Recommendations:- Most Social Media users are accessing

content from their mobile so your content needs to be mobile friendly

Mobile Usage Analytics

Competitor Monitoring and Analysis

• If Public metrics can be used to benchmark your activity across others in the industry.  Use the KPIs that are calculated in a relative fashion that enables you to do analysis independent of competitive disadvantages.

Competitor Monitoring and Analysis

Image Source: http://peoplestaff.com/benchmarking-peoplesoft-talent/

• Recommendations:- Also benchmark across other industries for a more thorough perspective- Keep a close eye on it but don’t obsess about it

Competitor Monitoring and Analysis

User Generated Content

User Generated Content

• First level is to create an environment for brand advocates.  

• Second level is to work with the brand advocates for User Generated Content.

Most Quoted• Ayman Itani is the

most quoted Digital and Social Media expert in the Middle East with appearances on BBC, CNBC, CNN, Al Arabiya, Daily Star, LBCI,…

Public Speaker• Most sought

after public speaker at Social Media events in the MENA region

Professor • Guest lectures

at the American University of Dubai (AUD)

• Teaches Digital Media at the Lebanese American University

LinkedIn top 1% most viewed profile of 2012

Influential People onTwitter in Lebanon

Case Studies

• Digital Media Consulting

• Complex animation of data

• Mobile App Development for government entities

• Unified digital storefront across 30 branches nationwide

• Complied with global and local brand requirements

• Integrated Social Media in business process (marketing, sales, operations,…)

• We built the online community for Harvard Arab Alumni in KSA, UAE, Jordan, Egypt, Qatar, Oman, & Lebanon.

• Coordinated with Harvard University in Cambridge and Abu Dhabi

• Promoted HAAA event of 600 attendees

• Digital Media Consulting.

• Creating unified Digital front for all Schools.

• Improved their Online presence.

• Quadrupled their online community (Facebook, Twitter, Youtube,…)

• Nurtured community across KSA, UAE, Egypt, Jordan, and Lebanon

• Finalists for Internet Awards Show Middle East 2012

• Strategically introduced digital processes in their 27 year-old business workflows

• Integrated digital team with the departments of news, editing, production, and live coverage

• Worked with the top regional shows for digital enablement

• Launched the Social Media presence

• Created an interactive photo application for Valentine

• Finalist for Internet Awards Show Middle East 2012

• Created direct-to-customer selling

• Integrated Social Media in business processes (commerce, production, performances,…)

• Improved online sales of music and tickets for live shows

THANK YOU!/aymanitani

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Search Ayman Itani

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