the 4 faces of social media analytics - kpi's that matter

THE  4  FACES  OF  SOCIAL  MEDIA  ANALYTICS.    KPIS  TO  MEASURE  THE  PROGRESS  OF  YOUR  SOCIAL  MEDIA  INITIATIVE  

Patrik  Svensson  

The Big Question: What happens when you engage

in Social Media?

(Which are the KPIs?)

Conversa@on  Rate  # audience comments / post ���

 •  General KPI, works for all social networks •  Hard to measure all channels with one tool •  It is easy to manipulate, so beware!

Post  =  1    Conversa@on  =  3  

Amplification Rate # sharing of you content / post

•  General KPI, works for all social networks •  If your network is 10,000 and people start

sharing beyond it … it is good …

Post  =  1    Conversa@on  =  3  Amplifica@on  =  7  

Applause Rate # likes etc / Post

Post  =  1    Conversa@on  =  3  Amplifica@on  =  7  Applause  =  9  

Conversion  Rate    Do  we  get  economic  value  from  the  network  ?  How  

many  assisted  or  last  click  conversions?    The  Social  Network  

Post  =  1    Conversa@on  =  3  Amplifica@on  =  7  Applause  =  9  

Conversa@on  

Amplifica@on  

Applause    

Economic  Value  

Stepwise  implementa@on  of  KPIs  Start  with  measuring  your  conversa@ons  and  then  gradually  

learn  how  to  measure  impacts  and  business  value  

True  Social  Metrics  A  funny  tool  that  measures  across  channels  –  test  the  metrics  on  your  accounts…  

Google  Analy@cs:  Overview  

Google  Analy@cs:  Conversion  

Google  Analy@cs:  Social  Sources  

Google  Analy@cs:  Social  Plugins