understanding social media metrics and kpis by bansi patel

UNDERSTANDING SOCIAL MEDIA METRICS & KPIs

BANSI PATEL

Sr. Digital Analytics ConsultantSociety Consulting at Microsoft Adverting | Bing Ads

Seattle > Boston

3

AGENDA

Meet Jessica01

Kicking off Social Media Insights Program

02

Questions03

01. Goals

02. KPIs

03. Tools

04. Data

05. Insights

06. Optimize

07. Monitor

08. Repeat

Social Media Fans & Followers New Fans & Followers (Last 3 Mo.) New Fans & Followers by Channel

New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans

Social Media Engagement by Channel Post Volume & Engagement Rate

KPI / Supporting Metric

Posts Total

Engagement Per Brand Post Total

Engagement Total

Instagram Posts by Jessica Instagram

Engagement Per Insta. Post Instagram

Engagement Instagram

New Likes Instagram

New Comments Instagram

Tweets by Jessica Twitter

Engagement Per Tweet Twitter

Engagement Twitter

Mentions Twitter

ReTweets Twitter

Favorites Twitter

Facebook Posts by Jessica Facebook

Engagement Per FB Post Facebook

Engagement Facebook

Likes Facebook

Comments Facebook

Shares Facebook

Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website


Visits Total

Page Views per Visit Total

Visits per Social Mention Total

Jessica's Posts

Conversions Instagram

Conversion Rate % Instagram

Revenue Instagram

$ / Visit Instagram

$ / Mention Instagram

Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach


Reach per Social Mention

Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach

Jessica's Mentions Reach

ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach

Engagement by Post (Facebook) Engagement by Instagram & Twitter

Jessica's Facebook Posts Jessica's Instagram & Tweets

That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… Woohooooo! Check it out! INSTYLE MAG may issue pg. 214!! Our Sideways Tote in ca (Instyle Magazine )

Our new suede treatment is the bombbb! #perfection… INSTYLE Magazine // June issue pg. 126 !!! So amazed and proud of this beautiful (Instyle Magazine )

InStyle Magazine // June issue pg. 126!!! So amazed of this beautifull… #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios)

Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino)

Set up complete! Show starts tomorrow!… The simplicity of this still kills me. In a good way ;) #simpleisbest #itsnotsim (0)

Look who's back just in time for summer... Our camel Sideways Tote tha… View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River)

Shaping up and shipping out #springstoreorders… Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl (0)

Feeling so incredibly lucky to be meeting with the accessories editor … Little calf-hair clutch action. You like? (0)

F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags #thatshou (0)

Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup #bags (AasA studio)

Pick one. Or two! All our spring styles and colors are up on the site!… Regram from @egpagesanmarino LOVE all this #black and #white. Especially out Tal (0)

Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0)

Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio)

Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible fo (0)

Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0)

#regram from AJ Ragasa's #photoshoot from a few months back for our FW… Check out regram from @styleonly_ Our Ink Buffalo Half Tote with new snap-out cl (0)

Ampersand As Apostrophe NEW Sideways Totes! Today's our last day at D&… Had to #regram this from @styleonly_ ❤️ our boutique in the Ukraine! So clean / (0)

So blessed to have had such an amazing show here in New York the past … #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! Love (La Boutique SF )

30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

30 6 1

37 0 1

28 9 1

1 1

37 3 1

37 3 1

38 2 1

Likes Comments ReTweets

64 11 1

55 8 1

50 3 0

48 1 1

42 6 1

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

335

326

325

322

298

297

292

289

271

443

570

590

1,236

Reach

365

361

343

339

Ampersand As ApostropheSocial Media Performance | May 2014 --------------------------------------

Channel

Metric Category

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%

TOTAL (Twitter & Facebook)

2,100 1,066 -49%

99 1,001 2,251 125%

2

Revenue

3

TOTAL (all Channels)

23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

1

2

76%

4

8

37

296

644 115%

9 11 22%

2

1

4

64

1

2

4

60

104%

10

100%

-50%

0%

7 7

12 65 22 -66%

2.4%

518

4

60

216

195

21

9

1

567

47

4

159 168

21

25

835 900 922

114%Apr '14 May '14

122%

177 5%

MoM %

2 -80%

136%

37

GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM

37 11 2 2%

6 7 7 1%

19 1 0 2%

Site Traffic & Engagement

Conversions

Mar '14

GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM

1,894 1,978 2,026 2%

43 84

Apr '14 May '14

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%

2,323

Instagram

Twitter

Facebook


Mar '14 Apr '14 May '14 MoM %

Channel

GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions)

217 520 140%

38

927 2%

4 15 275%

Twitter Facebook Instagram

121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

708

GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate

Mentions

1 2%

Total MoM

115%

22 60 173%

11 15 2%

27,846 59%

3859%

$0 2%

270

20

6

300

7 4 -43%

8% 9% 50% 2%

$600 $0

2,522 17,501

67%

2

1

GOAL: To better understand engagement and reach by Social Media channel and post type for optimization opportunities

$16 $0 $0 2%

$300 $0 $0 2%

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

0

20

40

60

80

100

Mar '14 Apr '14 May '14

Instagram Twitter FacebookInstagram

27%

Twitter17%

Facebook

56%

0

10

20

30

Mar '14 Apr '14 May '14

Jessica's Posts by ChannelInstagram Twitter Facebook

0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

6

7

7

Page Views per Visit

19

1

0.13

Visits per Social Mention

2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %

Instagram Facebook Twitter

0

5

10

15

20

25

30

Mar '14 Apr '14 May '14

Jessica's Posts by Channel

137 52

847

345

2,725

302

Twitter Facebook

Mar '14Apr '14May '14

2,522

17,501

27,846

Mar '14 Apr '14 May '14

Total Fans & Followers

Δ MoM 2%

2,026

PTG (Paceto Goal) 122%

Social Engagement per Brand Post

Δ MoM 83%

46

PTG 114%


Δ MoM 2%

2

PTG 67%


Δ MoM 119%

1,740

PTG 3859%

4

MEET JESSICA PARK

Seattle Based Handbag Designer

Grad from Architecture School ‘03 - Interior Design

Launched Fashion Accessories brand - 2012

2 Person Team (Jessica + Intern/PR)

Ampersand As Apostrophe

5

JESSICA WANTED TO LEARN…

How to get started w/ Social Media Insights

What she can be doing better?

Know if her social media efforts are working

6

SOCIAL MEDIA CHANNELS

Social Media

Events

Fashion Week

Sample Sales

PR

Mag-azines

BlogsSources of Brand

ExposureWebsite

Shares ReTweets

Likes

Comments

Replies

Comments

7

WEBSITE http://ampersandasapostrophe.com/

FACEBOOK

INSTAGRAM

TWITTER

01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat

SOCIAL MEDIA INSIGHTS PROCESS

SMART GOALS

Describe your objectives specific to the results you want. Go deeper than “increase brand awareness” to “increase brand awareness by 10% in the next six months via a targeted social media campaign.”

S Specific

Quantify or at least suggest an indicator of progress. How much? How many? (i.e. 10% increase)M Measureable

Often “10% increase in visits” isn’t realistic. Your goal of 4% visits may be more achievable so consider what’s really possible when setting your objectivesA Achievable

Choose goals that matter and impact the bottom lineR Relevant

Get specific with your objectives and incorporate a time frame. This makes them real and tangible. (i.e. MoM, next quarter)T Timed

SOCIAL MEDIA GOALS

Fans & Followers

To grow an engaged social media community, at a 2% increase in total fans & followers MoM

Engagement

To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions)

Website Visits & Conversion

Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate

ReachIncrease brand exposure via a 3% increase in reach per social mention MoM

Goal Type Goal

* Keep it simple and start with 1-2 goals


01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat

24

KPIs (KEY PERFORMANCE INDICATORS)

Easy to understand

Mapped back to specific business goal

Mapped back to user / site behavior

Reported on regularly

Ratios often make good KPIs

Impact the bottom line

It is a metric or set of metrics which is used to determine how you are performing against your business objectives

KPIs & MAPPING TO GOALS

Fans & Followers


Total Fans & Followers (Twitter, Facebook, Instagram)

• New & Total Facebook Fans• New & Total Twitter Followers• New & Total Instagram

Followers

Engagement


Total Engagement per brand Post

Engagement per Tweet Engagement per Instagram

Post Engagement per Facebook

Post

• Total Brand Posts & Engagement

• Instagram Posts, Likes, Comments

• Twitter Posts, Replies, ReTweets, Favorites

• Facebook Likes, Comments, Shares



Visits Per Social Mention Conversion Rate

• Website Visits from Social• Page Views per Visit from

Social• Conversions • $ Revenue & $ per Social

Mention



• Total Reach• Total Organic Reach • Total Viral Reach• Facebook Viral & Organic

Reach• Twitter Viral & Organic Reach

Goal Type Goal Key Performance Indicator (KPI) Support Metrics

* Keep it simple and start with 1 KPI per goal


01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat

27

SIMPLY MEASURED

13 free reports (analyze your brand, and competitors)TwitterFacebookYouTube Google+Google Analytics InstagramLinkedIn

Run one of each Free report every 24 hours

Download to PowerPoint, Excel

http://simplymeasured.com/free-social-media-tools

TWITTER CUSTOMER SERVICE ANALYSISTwitter Customer Service Analysis

Mentions & Your Replies Over Time (By Hour & Day)

% of Mentions with Replies

Response Time (In Hours)

Tweet Response Time Distribution

Response Frequency Follower Count

Tweet Sent

ReTweet

Mentions

Top Users by Number of Followers

Top Keywords and Frequency within Mentions

FACEBOOK FAN PAGE REPORTFacebook Fan Page Report

Your Posts over time

Likes, Comments, Shares over time

Posts by Type (Status vs. Link vs. Photo)

Top Posters by Total Engagement

Top Users by Number of Wall Posts

Top Users by Number of Comments

Comments and Brand posts by day and time

Top Keywords within Comments

Top Links in admin posts

Top Posts by Engagement

INSTAGRAM USER REPORTInstagram User Report

Your Posts over time (Photo vs. Video)

Comments & Likes, Engagement per post by photo vs. video

Top Posts by date w/ Twitter | Facebook engagement

Keyword analysis (comments)

Most active commenters

Top day and time for engagement

Top photo tags

Top Cities

Top Locations

31

SUM ALL

Combines all your data into one place (just need your username, password).

Option to receive daily and weekly email updates

Connect to 30+ data sources (revenue, analytics, social, marketing services) to help drive key financial, marketing and customer insights.

Free! (Premium for $19 per month)

Tool processes your data, then feeds it back to you in an easy to digest format.

https://sumall.com/

SUM ALL


01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat

GOALS

Fans & Followers


Engagement





Goal Type Goal Description

* Keep it simple and start with 1 KPI per goal


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans



Posts Total


Engagement Total




New Likes Instagram




Engagement Twitter

Mentions Twitter

ReTweets Twitter

Favorites Twitter



Engagement Facebook

Likes Facebook

Comments Facebook

Shares Facebook



Visits Total



Jessica's Posts



Revenue Instagram

$ / Visit Instagram





Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach





















30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

30 6 1

37 0 1

28 9 1

1 1

37 3 1

37 3 1

38 2 1


64 11 1

55 8 1

50 3 0

48 1 1

42 6 1

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

335

326

325

322

298

297

292

289

271

443

570

590

1,236

Reach

365

361

343

339


Channel

Metric Category

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%

2

Revenue

3


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

1

2

76%

4

8

37

296

644 115%

9 11 22%

2

1

4

64

1

2

4

60

104%

10

100%

-50%

0%

7 7

12 65 22 -66%

2.4%

518

4

60

216

195

21

9

1

567

47

4

159 168

21

25

835 900 922

114%Apr '14 May '14

122%

177 5%

MoM %

2 -80%

136%

37


37 11 2 2%

6 7 7 1%

19 1 0 2%


Conversions

Mar '14


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%

2,323

Instagram

Twitter

Facebook



Channel


217 520 140%

38

927 2%

4 15 275%


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

708


Mentions

1 2%

Total MoM

115%

22 60 173%

11 15 2%

27,846 59%

3859%

$0 2%

270

20

6

300

7 4 -43%

8% 9% 50% 2%

$600 $0

2,522 17,501

67%

2

1


$16 $0 $0 2%

$300 $0 $0 2%

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook

56%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %


0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14


Δ MoM 2%

2,026



Δ MoM 83%

46

PTG 114%


Δ MoM 2%

2

PTG 67%


Δ MoM 119%

1,740

PTG 3859%

Fans & Followers




Followers

Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics

GOAL #1 – NEW FANS & FOLLOWERS


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans

Instagram

Twitter

Facebook


927 2%

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

12 65 22 -66%

2.4%

159 168

835 900 922

177 5%

Channel

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook56%

> Formula> Formula> Formula

> Formula

> Formula> Brand Facebook Page

> Brand Twitter Page

> Brand Instagram Page

DATA SOURCE

0 Reports > from social accounts

Fans & Followers




Followers


GOAL #1 – NEW FANS & FOLLOWERS


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans

Instagram

Twitter

Facebook


927 2%

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

12 65 22 -66%

2.4%

159 168

835 900 922

177 5%

Channel

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook56%

Facebook drove 56% of fan/follower growth in

the past 3 months!

….there was a huge spike in new Facebook

followers in Apr

“Why?” 5 Times for root cause

Why?So

What?


01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat

Why?So

What?


GOAL #2 – ENGAGEMENT

Engagement


Total Engagement per brand Post

Engagement per Tweet Engagement per Instagram

Post Engagement per Facebook

Post

• Total Brand Posts & Engagement

• Instagram Posts, Likes, Comments

• Twitter Posts, Replies, ReTweets, Favorites

• Facebook Likes, Comments, Shares



Posts

Engagement Per Brand Post

Engagement

Instagram Posts by Jessica

Engagement Per Insta. Post

Engagement

New Likes

New Comments

Tweets by Jessica

Engagement Per Tweet

Engagement

Mentions

ReTweets

Favorites

Facebook Posts by Jessica

Engagement Per FB Post

Engagement

Likes

Comments

Shares


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

644 115%

22 60 173%

7 7

9 11 22%

104%

10

100%

-50%

0%

115%

1

2

76%

2

1

4

64

1

2

4

60

21

25

114%Apr '14 May '14

518

4

60

216

195

21

9

1

MoM %

567

47

4

2 -80%

136%

37

Mar '14Channel


217 520 140%

38

4 15 275%

4

8

37

296

270

20

6

300

7 4 -43%

708

122%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

0

5

10

15

20

25

30

Mar '14 Apr '14 May '14




Posts


Engagement



Engagement

New Likes

New Comments

Tweets by Jessica


Engagement

Mentions

ReTweets

Favorites



Engagement

Likes

Comments

Shares


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

644 115%

22 60 173%

7 7

9 11 22%

104%

10

100%

-50%

0%

115%

1

2

76%

2

1

4

64

1

2

4

60

21

25

114%Apr '14 May '14

518

4

60

216

195

21

9

1

MoM %

567

47

4

2 -80%

136%

37

Mar '14Channel


217 520 140%

38

4 15 275%

4

8

37

296

270

20

6

300

7 4 -43%

708

122%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


GOAL #2 – ENGAGEMENT

DATA SOURCE

> Simply Measured Instagram User Report & Sum All

> Simply Measured Instagram User Report & Sum All> Simply Measured Instagram User Report & Sum All> Simply Measured Twitter Customer Service & Sum All

> Simply Measured Twitter Customer Service & Sum All> Simply Measured Twitter Customer Service & Sum All> Sum All> Simply Measured Facebook Fan Page & Sum All

> Simply Measured Facebook Fan Page & Sum All> Simply Measured Facebook Fan Page & Sum All> Simply Measured Facebook Fan Page

> Formula> Formula

> Formula> Formula

> Formula> Formula

> Formula> Formula

> Formula

3 Reports

Ratios which combine brand metrics and user engagement metrics make good KPIs

Why?So What?



Posts


Engagement



Engagement

New Likes

New Comments

Tweets by Jessica


Engagement

Mentions

ReTweets

Favorites



Engagement

Likes

Comments

Shares


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

644 115%

22 60 173%

7 7

9 11 22%

104%

10

100%

-50%

0%

115%

1

2

76%

2

1

4

64

1

2

4

60

21

25

114%Apr '14 May '14

518

4

60

216

195

21

9

1

MoM %

567

47

4

2 -80%

136%

37

Mar '14Channel


217 520 140%

38

4 15 275%

4

8

37

296

270

20

6

300

7 4 -43%

708

122%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


GOAL #2 – ENGAGEMENTJessica is publishing

more and more posts MoM

Most recently she has been publishing more to

Instagram

While she is posting more to Instagram, social

engagement per post actually declined MoMJessica posted less on

Twitter in May…And Twitter engagement

per post saw a nice uptick

Facebook posts stayed relatively flat, MoM

However engagement increased significantly….

Why?

Why?So What?





















443

570

590

1,236

Reach

365

361

343

339

335

326

325

322

298

297

292

289

271

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

50 3 0

48 1 1

42 6 1


64 11 1

55 8 1

1 1

37 3 1

37 3 1

38 2 1

30 6 1

37 0 1

28 9 1

30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

GOAL #2 – ENGAGEMENTWhy?

So What?


GOAL #3 – WEBSITE VISITS & CONVERSION %

Website Visits & Revenue





Visits



Jessica's Posts

Conversions

Conversion Rate %

Revenue

$ / Visit

$ / Mention

$16 $0 $0 2%

$300 $0 $0 2%

$0 2%

8% 9% 50% 2%

$600 $0

67%

2

1 1 2%

Total MoM

11 15 2%



Mentions

Conversions

37 11 2 2%

6 7 7 1%

19 1 0 2%


Revenue

3

Metric Category

2

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %




Mention






Mention

> Formula

> Formula

> Formula

> Formula (Already pulled this as part of engagement)

DATA SOURCE> Web Analytics Tool (i.e. Google Analytics)> Web Analytics Tool (i.e. Google Analytics)

> Web Analytics Tool (i.e. Google Analytics)

> Web Analytics Tool (i.e. Google Analytics)> Web Analytics Tool (i.e. Google Analytics)

1 Web Analytics

Tool (a few

reports)


GOAL #3 – WEBSITE VISITS & CONVERSION %

Website Visits & Revenue





Mention






Mention



Visits



Jessica's Posts

Conversions

Conversion Rate %

Revenue

$ / Visit

$ / Mention

$16 $0 $0 2%

$300 $0 $0 2%

$0 2%

8% 9% 50% 2%

$600 $0

67%

2

1 1 2%

Total MoM

11 15 2%



Mentions

Conversions

37 11 2 2%

6 7 7 1%

19 1 0 2%


Revenue

3

Metric Category

2

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %


Jessica posts to Instagram the most

…. Those Instagram posts drive the least

visits back to Jessica’s siteShe Tweets the least….

… However the Tweets drive the highest visits

per mention

Average page view per visit range from 6-7

(good!)

Conversion % high for Instagram (fake number –

conversions not setup yet)

Goal Type




Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%


2,323


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

27,846 59%

3859%

2,522 17,501

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14

Goal Description Key Performance Indicator (KPI) Support Metrics

GOAL #4 – BRAND EXPOSURE / REACH





DATA SOURCE

> Facebook Insights

> Sum All – Mentions Reach> Sum All – Mentions Reach

> Facebook Insights

> Formula

> Formula

> Formula

> Formula

> Formula

> Formula

> Formula

2 Tools2 Reports










Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%


2,323


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

27,846 59%

3859%

2,522 17,501

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14

Total reach increased for the second month in a

row

Increase in reach due to Twitter

Why?So What?





















443

570

590

1,236

Reach

365

361

343

339

335

326

325

322

298

297

292

289

271

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

50 3 0

48 1 1

42 6 1


64 11 1

55 8 1

1 1

37 3 1

37 3 1

38 2 1

30 6 1

37 0 1

28 9 1

30 3 1

32 1 2

31 6 1

36 0 1

31 3 1


* Date range does not match previous slides

MONITOR


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans



Posts Total


Engagement Total




New Likes Instagram




Engagement Twitter

Mentions Twitter

ReTweets Twitter

Favorites Twitter



Engagement Facebook

Likes Facebook

Comments Facebook

Shares Facebook



Visits Total



Jessica's Posts



Revenue Instagram

$ / Visit Instagram





Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach





















30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

30 6 1

37 0 1

28 9 1

1 1

37 3 1

37 3 1

38 2 1


64 11 1

55 8 1

50 3 0

48 1 1

42 6 1

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

335

326

325

322

298

297

292

289

271

443

570

590

1,236

Reach

365

361

343

339


Channel

Metric Category

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%

2

Revenue

3


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

1

2

76%

4

8

37

296

644 115%

9 11 22%

2

1

4

64

1

2

4

60

104%

10

100%

-50%

0%

7 7

12 65 22 -66%

2.4%

518

4

60

216

195

21

9

1

567

47

4

159 168

21

25

835 900 922

114%Apr '14 May '14

122%

177 5%

MoM %

2 -80%

136%

37


37 11 2 2%

6 7 7 1%

19 1 0 2%


Conversions

Mar '14


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%

2,323

Instagram

Twitter

Facebook



Channel


217 520 140%

38

927 2%

4 15 275%


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

708


Mentions

1 2%

Total MoM

115%

22 60 173%

11 15 2%

27,846 59%

3859%

$0 2%

270

20

6

300

7 4 -43%

8% 9% 50% 2%

$600 $0

2,522 17,501

67%

2

1


$16 $0 $0 2%

$300 $0 $0 2%

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook

56%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %


0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14


Δ MoM 2%

2,026



Δ MoM 83%

46

PTG 114%


Δ MoM 2%

2

PTG 67%


Δ MoM 119%

1,740

PTG 3859%



Δ MoM 2%

2,026



Δ MoM 83%

46

PTG 114%

Visitsper Social Mention

Δ MoM 2%2

PTG 67%

Reachper Social Mention

Δ MoM 119%

1,740

PTG 3859%

RECAP

01. Goals

02. KPIs

03. Tools

04. Data05.

Insights

06. Optimize

07. Monitor

08. Repeat


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans



Posts Total


Engagement Total




New Likes Instagram




Engagement Twitter

Mentions Twitter

ReTweets Twitter

Favorites Twitter



Engagement Facebook

Likes Facebook

Comments Facebook

Shares Facebook



Visits Total



Jessica's Posts



Revenue Instagram

$ / Visit Instagram





Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach





















30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

30 6 1

37 0 1

28 9 1

1 1

37 3 1

37 3 1

38 2 1


64 11 1

55 8 1

50 3 0

48 1 1

42 6 1

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

335

326

325

322

298

297

292

289

271

443

570

590

1,236

Reach

365

361

343

339


Channel

Metric Category

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%

2

Revenue

3


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

1

2

76%

4

8

37

296

644 115%

9 11 22%

2

1

4

64

1

2

4

60

104%

10

100%

-50%

0%

7 7

12 65 22 -66%

2.4%

518

4

60

216

195

21

9

1

567

47

4

159 168

21

25

835 900 922

114%Apr '14 May '14

122%

177 5%

MoM %

2 -80%

136%

37


37 11 2 2%

6 7 7 1%

19 1 0 2%


Conversions

Mar '14


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%

2,323

Instagram

Twitter

Facebook



Channel


217 520 140%

38

927 2%

4 15 275%


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

708


Mentions

1 2%

Total MoM

115%

22 60 173%

11 15 2%

27,846 59%

3859%

$0 2%

270

20

6

300

7 4 -43%

8% 9% 50% 2%

$600 $0

2,522 17,501

67%

2

1


$16 $0 $0 2%

$300 $0 $0 2%

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook

56%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %


0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14


Δ MoM 2%

2,026



Δ MoM 83%

46

PTG 114%


Δ MoM 2%

2

PTG 67%


Δ MoM 119%

1,740

PTG 3859%

RECAP

Tie Actionable KPIs to Meaningful Goals (SMART)

Always be asking “Why?” (5 Times Method)

Choose the Reporting Tool that Works for You

Monitor Regularly, Optimize and Repeat!

Start with 1 Goal & 1 KPI


New / Total

New Connections

Total Connections

New Followers

Total Followers

New Followers

Total Followers

New Fans

Total Fans



Posts Total


Engagement Total




New Likes Instagram




Engagement Twitter

Mentions Twitter

ReTweets Twitter

Favorites Twitter



Engagement Facebook

Likes Facebook

Comments Facebook

Shares Facebook



Visits Total



Jessica's Posts



Revenue Instagram

$ / Visit Instagram





Total Reach

Organic Reach

Viral Reach

Reach per Mention

Total Reach


ReTweet Reach

Reach per Mention

Total Reach

Organic Reach

Viral Reach





















30 3 1

32 1 2

31 6 1

36 0 1

31 3 1

30 6 1

37 0 1

28 9 1

1 1

37 3 1

37 3 1

38 2 1


64 11 1

55 8 1

50 3 0

48 1 1

42 6 1

41 2 1

40

265

Shares

146

87

86

136

64

52

25

32

72

121

81

57

60

55

26

38

47

19

335

326

325

322

298

297

292

289

271

443

570

590

1,236

Reach

365

361

343

339


Channel

Metric Category

Channel

52 345 302 -12%

Twitter

Facebook

127 796 1,740 119%


2,100 1,066 -49%

99 1,001 2,251 125%

2

Revenue

3


23 28 22%

25 46

576 1,282 123%

83%

Twitter

240

Facebook

Instagram

1

6

-37%

400%

0%

329

23

1

2

76%

4

8

37

296

644 115%

9 11 22%

2

1

4

64

1

2

4

60

104%

10

100%

-50%

0%

7 7

12 65 22 -66%

2.4%

518

4

60

216

195

21

9

1

567

47

4

159 168

21

25

835 900 922

114%Apr '14 May '14

122%

177 5%

MoM %

2 -80%

136%

37


37 11 2 2%

6 7 7 1%

19 1 0 2%


Conversions

Mar '14


1,894 1,978 2,026 2%

43 84

Apr '14 May '14

11 9 9 0%

20 10 17 70%

MoM %Mar '14

900 910

48 -43%

2,323

Instagram

Twitter

Facebook



Channel


217 520 140%

38

927 2%

4 15 275%


121%

100 3,300 29 -99%

137 847

2,100

199 4,301 2,280 -47%

2,725 222%

24,529 70%

708


Mentions

1 2%

Total MoM

115%

22 60 173%

11 15 2%

27,846 59%

3859%

$0 2%

270

20

6

300

7 4 -43%

8% 9% 50% 2%

$600 $0

2,522 17,501

67%

2

1


$16 $0 $0 2%

$300 $0 $0 2%

422 3,101 3,317 7%

323

14,400

13,200 25,566 94%

2,000 11,100 24,500

0

20

40

60

80

100

Mar '14 Apr '14 May '14


27%

Twitter17%

Facebook

56%

0

10

20

30

Mar '14 Apr '14 May '14


0

20

40

60

80

Mar '14 Apr '14 May '14

Instagram

0

1

2

3

4

Mar '14 Apr '14 May '14

Twitter

0

20

40

60

80

Mar '14 Apr '14 May '14

Facebook

Engagement per Post

6

7

7


19

1

0.13


2

11

15

Jessica's Posts

8%

9%

50%

Conversion Rate %


0

5

10

15

20

25

30

Mar '14 Apr '14 May '14


137 52

847

345

2,725

302

Twitter Facebook


2,522

17,501

27,846

Mar '14 Apr '14 May '14


Δ MoM 2%

2,026



Δ MoM 83%

46

PTG 114%


Δ MoM 2%

2

PTG 67%


Δ MoM 119%

1,740

PTG 3859%

50

THANK YOU!

https://www.linkedin.com/in/bansipatel

https://twitter.com/bansi

[email protected]

QUESTIONS?

understanding social media metrics and kpis by bansi patel

Social Media

social media reach

social mention mom

engaged social media

post facebook engagement

visit instagram

instagramrevenue instagram

channel reach

engagement conversion