Social Analytics – What are the KPIs that matter?
- 1. @simonheseltineSouth Beach, May 16th May 15th 2013 Social Analytics – What are the KPIs that matter? Simon Heseltine Director of Audience Development Twitter: @simonheseltine Presented By:
- 2. @simonheseltineSouth Beach, May 16th Slide Header Here
- 3. @simonheseltineSouth Beach, May 16th KPIs that matter 3 Tweets Retweets Comments Likes # Followers Favorites # Fans Shares
- 4. @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
- 5. @simonheseltineSouth Beach, May 16th KPI’s that matter 5
- 6. @simonheseltineSouth Beach, May 16th Simon Heseltine Director of Audience Development Twitter: @simonheseltine May 15th 2013 Social Analytics – What are the KPIs that matter? Was Presented By: Thanks
- 7. @simonheseltineSouth Beach, May 16th Other engagement metrics – links shared 7 http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/
- 8. @simonheseltineSouth Beach, May 16th Other engagement metrics – Referrals Source: Hitwise.com
- 9. @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?
- 10. @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
- 11. @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
- 12. @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?
- 13. @simonheseltineSouth Beach, May 16th Other engagement metrics – Conversions Which social sites are driving your conversions? • Total number of conversions • Percentage of conversions
- 14. @simonheseltineSouth Beach, May 16th Other engagement metrics – Influence Which is more valuable? An account with >23.5k followers or one with >13k followers?
- 15. @simonheseltineSouth Beach, May 16th Other engagement metrics – Followers
- 16. @simonheseltineSouth Beach, May 16th Other engagement metrics – Followers
- 17. @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
- 18. @simonheseltineSouth Beach, May 16th Other engagement metrics – Negatives 18 Hide Hide All Posts Report Spam Un-likes
- 19. @simonheseltineSouth Beach, May 16th Other engagement metrics – On Page Comments August 2011 Huffington Post passed the 100mm comment milestone Oct 2012 Passed the 200mm comment milestone August 2011 Huffington Post passed the 100mm comment milestone May 2013 Passed the 250mm comment milestone
- 20. @simonheseltineSouth Beach, May 16th Other engagement metrics – On Page Comments
- 21. @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.
- 22. @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
- 23. @simonheseltineSouth Beach, May 16th Other engagement metrics – On Page Comments 6% 5% 5% 3% 8% 7% 4% 4% 3% 21% 16% 5% 10% 3% 1% Number of Fans Badges Number of… Super user Geography Icon Name Grammar level Humor Adherence to party line Original article criticism Relevance Clarity of thought Fact-based comment Links to articles Community involvement = 19% Personal identity = 19% Style = 7% Relationship to content = 42% Individual substance = 14% The Results?
- 24. @simonheseltineSouth Beach, May 16th Community involvement = somewhat important (19%) Badges 0 Badges -0.25 1 Badge -0.02 More than 1 Badge 0.26 Feature not available/not using -0.25 Number of favorites/likes/votes 0 -0.21 1-5 -0.01 6+ 0.22 Feature not available 0.00 Number of fans 0 -0.28 1 - 99 -0.08 100 - 999 0.06 1000+ 0.29 Feature not available 0.00 Super user Super user / Top commenter -0.11 Not Super user / Feature 0.11 Feature not available -0.17 Other engagement metrics – On Page Comments
- 25. @simonheseltineSouth Beach, May 16th Personal Identity = somewhat important (19%) Name Full Name 0.20 Username / Nickname 0.00 Anonymous -0.20 Geography Specific location 0.23 General location 0.12 Job/School 0.14 Nothing / Feature not available -0.50 Icon Presence Author picture 0.38 Non-human/avatar/cartoon 0.34 no picture (default icon) -0.12 Feature not available -0.33 Other engagement metrics – On Page Comments
- 26. @simonheseltineSouth Beach, May 16th Relationship to Content = very important (42%) Adherence to party line Democratic -0.51 Counter-Democratic -0.05 Republican -0.45 Counter-Republican -0.02 Libertarian -0.50 Non-Partisan/Independent 1.54 Original article criticism Praise -0.99 Neutral 0.47 Critical 0.53 Relevance Relevant 0.23 Little relevancy 0.00 Not relevant at all -0.22 Other engagement metrics – On Page Comments
- 27. @simonheseltineSouth Beach, May 16th Engagement metrics Figure 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
- 28. @simonheseltineSouth Beach, May 16th Simon Heseltine Director of Audience Development Twitter: @simonheseltine May 15th 2013 Social Analytics – What are the KPIs that matter? Was Presented By: Thanks