„What is a successful campaign? Useful KPIs for Social Media and Blogger

campaigns“

Catharina Fischer, Head of Social Media

German National Tourist Board, Germany Catharina.fischer@germany.travel

http://www.germany.travel

Some definitions

KPI’s are an actionable scorecard that keeps your strategy on track.

They enable you to manage, control and achieve desired business

results. – Rob Petersen

“Should not constitute every company metric for analysis and

evlaution. Rather, KPI’s should reflect the most important objectives of

the business.” – (Avinash)

“The selected measures that provide visibility into the performance

of a business and enable decision makers to take action in

achieving the desired outcomes.” – Aurel Brudan

The KPI Pyramid

5 metrics of digital

influence

Conversational exchange = The number of replies or comments per postThe most

key metric in social media. Most powerful method for increasing your digital influence. The

interactions your brand spurs on Facebook is the key determinant for Edge Rank.

Reach = The size of the direct audienceReach expresses the size of the direct network

exposed to your posts. Reach strongly correlates with the other performance measures,

making it an appropriate predictor of influence.

Content amplification = The number of shares per postContent amplification is the

degree to which your content is shared throughout the network, indicating network reach.

On Twitter this is the amount of retweets, on a blog the amount of social shares and on

Facebook and Google+ this is expressed by the amount of shares, Likes or +1s per post.

Sentiment = The expressed sentiment towards your postA sentiment analysis deals

with the computational treatment of opinion, sentiment and subjectivity in text. It will take

some time before sentiment analyses are actually usable.

Conversion rate = Is the act of converting site visitors into paying customers

Conversion is not always considered as direct sale. Also new newsletter registrations or

participants in a contest are “conversions”.

Raw numbers Progress Change

What to measure?

Number of new fans or newsletter registrations

65% complete, e.g. blogger tours

25% increase in UGC or engagement rate

Source Analytics tool Project plan CMS Website Analytics tool

Frequency Monthly/Weekly Quarterly Monthly

Do not forget your overall goal!

Example of a KPI

Dashboard

KPIs of social media and blogger

campaigns

1. Facebook campaigns

Page 6/18

Moving Average of Post Engagement Rate

0,000

0,500

1,000

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2,000

2,500

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%

7 day Avg 30 day Avg

Moving Average of Page Engagement Rate

0,0000,5001,0001,5002,0002,5003,0003,500

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%

7 day Avg 30 day Avg

Activity Overview

Avg Post ER (30-Day)

1,1085 % Max Post ER (30-Day)

1,4525 % Friday Jul 18, 2014

Avg Page ER (30-Day)

1,1085 % Max Page ER (30-Day)

1,8681 % Saturday Jul 19, 2014

2. Hashtag tracking

Hashtag

#joingermantradition

3. Blogger campaigns

Blog trip for

#joingermantradition

Content for our campaign website

www.germany,travel/joingermantradition

Over 200 Instagrams with 64,110 Likes

Tweets and interactions with their followers on Twitter generated

26 million impressions (or ‘opportunities-to-see), reaching 2.6

million Twitter accounts

503 original tweets from the bloggers resulted in 934 retweets

and 88 replies

Overall the hashtag generated 46.4 million opportunities to see

(OTS) across Twitter, Facebook, Instagram and Google+

Social media coverage generated an AVE of EUR 717,484.-. In

other words, the #JoinGermanTradition socialmedia coverage

during this period was equivalent to an advertising spend of EUR

717,484.-.

4. Where it all comes together:

Cross-media campaigns

Website with

interactive map to

post your own

POIs

Free Wi-Fi app to find

free-access Wi-Fi

hotspots in Germany

Blogs to inform

and inspire

Youth HotSpots Germany

Youth HotSpots

Germany

Visits website:

260.000

Page Impressions:

483.044

User-HotSpots on website:

1.800

Blog posts on website:

300

Downloads App:

75.000

Youth HotSpots

Germany (March – December)

2013 volume of younger holiday

travelers from Europe to Germany

increased above average

+8.1%

+10.0%

-2.3%

+6.2%

age 15 - 34 years

age 35 - 54 years

age 55 years and older

all age groups

-3% -1% 1% 3% 5% 7% 9%

Change holiday trips 2013/2012

Average age of holiday

travelers from Europe

to Germany:

2013 42.2 years

(2012 42.7 years) Source: GNTB/WTM, IPK 2014, figures are rounded

“The price of light is less than the

cost of darkness.” Arthur C. Nielsen, Market Researcher & Founder of

ACNielsen