social analytics – what are the kpis that matter?

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@simonheselti ne South Beach, May 16th May 15 th 2013 Social Analytics – What are the KPIs that matter? Simon Heseltine Director of Audience Development Twitter: @simonheseltine Presented By:

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Interactivity Digital presentation by Simon Heseltine, Director of Audience Development at AOL

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Page 1: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

May 15th 2013

Social Analytics – What are the KPIs that matter?

Simon HeseltineDirector of Audience Development Twitter: @simonheseltine

Presented By:

Page 2: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Slide Header Here

Page 3: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

KPIs that matter

3

TweetsRetweets

CommentsLikes

# FollowersFavorites

# FansShares

Page 4: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Case Study

4

http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing

The publishers with the greatest number of Facebook interactions through October 1, 2012

Page 5: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

KPI’s that matter

5

Page 6: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Simon HeseltineDirector of Audience Development Twitter: @simonheseltine

May 15th 2013

Social Analytics – What are the KPIs that matter?

Was Presented By:

Thanks

Page 7: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – links shared

7http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/

Page 8: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Referrals

Source: Hitwise.com

Page 9: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Timing

When do you push out your content?

• How interesting is your content?

• Where is your audience?

• How timely is your content?

Page 10: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Timing

When do you try to ‘ping’ it back to the top?

• How well is it performing?

• Was the original timing not right?

• Is this the right time for another portion of your audience?• Different timezone• Different interests

Page 11: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Frequency

How often do you post?

• Look at your level of engagement for what you have now

• Increase your frequency and see what happens• If it falls, reduce it, otherwise increase it some more

Page 12: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Action Locations

Where do your social shares happen?• On the page?• Via comments?• On social sites?

Which encourages engagement among your customers?

Page 13: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Conversions

Which social sites are driving your conversions?

• Total number of conversions

• Percentage of conversions

Page 14: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Influence

Which is more valuable?

An account with >23.5k followers or one with >13k followers?

Page 15: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Followers

Page 16: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Followers

Page 17: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Value of a Follower/Fan

Lifetime value of a follower / fan

Anticipated revenue based on analytics data per user

Page 18: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – Negatives

18

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Page 19: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – On Page Comments

August 2011Huffington Post passed the 100mm comment milestone

Oct 2012 Passed the 200mm comment milestone

August 2011Huffington Post passed the 100mm comment milestone

May 2013Passed the 250mm comment milestone

Page 20: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – On Page Comments

Page 21: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – On Page Comments

70% of our comments are replies to other people

Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today.

Page 22: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

• Self selected article of interest– NY Health Exchange

– Romneycare

– Unhinged congressman

– Debt collectors

Other engagement metrics – On Page Comments

• Online survey

• 1351 readers of target sites

• 18+, US only

• Age, gender and geographically balanced

Page 23: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Other engagement metrics – On Page Comments

Number of Fans

BadgesNumber of favorites/

likes/votesSuper user

Geography

Icon

Name

Grammar level

Humor

Adherence to party line

Original article criticism

Relevance

Clarity of thought

Fact-based comment

Links to articles

6%

5%

5%

3%

8%

7%

4%

4%

3%

21%

16%

5%

10%

3%

1%

Community involvement = 19%

Personal identity = 19%

Style = 7%

Relationship to content = 42%

Individual substance = 14%

The Results?

Page 24: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Community involvement = somewhat important (19%)

Badges 0 Badges -0.251 Badge -0.02More than 1 Badge 0.26Feature not available/not using -0.25

Number of favorites/likes/votes 0 -0.211-5 -0.016+ 0.22Feature not available 0.00

Number of fans 0 -0.281 - 99 -0.08100 - 999 0.061000+ 0.29Feature not available 0.00

Super user Super user / Top commenter -0.11Not Super user / Feature 0.11Feature not available -0.17

Other engagement metrics – On Page Comments

Page 25: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Personal Identity = somewhat important (19%)

Name Full Name 0.20Username / Nickname 0.00Anonymous -0.20

Geography Specific location 0.23General location 0.12Job/School 0.14Nothing / Feature not available -0.50

Icon Presence Author picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33

Other engagement metrics – On Page Comments

Page 26: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Relationship to Content = very important (42%)

Adherence to party line Democratic -0.51Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02Libertarian -0.50Non-Partisan/Independent 1.54

Original article criticism Praise -0.99Neutral 0.47Critical 0.53

Relevance Relevant 0.23Little relevancy 0.00Not relevant at all -0.22

Other engagement metrics – On Page Comments

Page 27: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Engagement metricsFigure out what metrics make sense for your organization

• Engagement• Fan base size• Click throughs• Conversions

Measure – looking for potential anomalies

Test, test and then test some more

Page 28: Social Analytics – What are the KPIs that matter?

@simonheseltineSouth Beach, May 16th

Simon HeseltineDirector of Audience Development Twitter: @simonheseltine

May 15th 2013

Social Analytics – What are the KPIs that matter?

Was Presented By:

Thanks