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UNDERSTANDING SOCIAL MEDIA 
METRICS & KPIs 
BANSI PATEL
Sr. Digital Analytics Consultant 
Society Consulting at Microsoft Adverting | Bing Ads 
Seattle > Boston
3 
AGENDA 
01 Meet Jessica 
02 Kicking off Social Media Insights Program 
08. Repeat 
07. Monitor 
03 Questions 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
06. Optimize 
Social Media Performance | May 2014 -------------------------------------- Ampersand As Apostrophe 
2,026 
46 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
2 
1,740 
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 
Mar '14 Apr '14 May '14 
MoM % 
43 84 
48 -43% 
1,894 1,978 2,026 2% 
20 10 17 70% 
900 910 
927 2% 
11 9 9 0% 
177 5% 
12 65 22 -66% 
835 900 922 
TOTAL 
(all Channels) 
Instagra Instagram Twitter Facebook 
100 
80 
60 
40 
20 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
Mar '14 
KPI / Supporting Metric 
Jessica's Posts by Channel 
Posts Instagram Twitter Facebook 
Total 
Engagement Per Brand Post 30 
30 
Total 
Engagement 25 
Total 
Instagram Posts by Jessica 4 15 275% 
20 
20 
Instagram 
Engagement Per Insta. Post 60 
38 
15 
Instagram 
Engagement 136% 
10 
10 
Instagram 
5 
Jessica's Posts by Channel 
New Likes Instagram 
New Comments 23 
Instagram 
Tweets by Jessica Twitter 
Engagement Per Tweet Twitter 
Engagement Twitter 
2 
1 
4 
Mentions Twitter 
ReTweets Twitter 
Favorites Twitter 
9 11 22% 
80 
60 
Instagram 
4 
3 
Twitter 
80 
60 
Facebook 
Facebook Posts by Jessica Facebook 
40 
2 
40 
Engagement Per FB Post 64 
Facebook 
Engagement 708 
115% 
20 
1 
20 
Facebook 
Likes Facebook 
Comments Facebook 
Shares Facebook 
Instagram 
22 60 173% 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
2 
Total MoM 
KPI / Supporting Metric 
Visits 37 11 2 2% 
Total 
Page Views per Visit 6 7 7 1% 
Total 
Visits per Social Mention 19 1 0 2% 
Total 
Jessica's Posts 
Conversions Instagram 
Conversion Rate % Instagram 
Revenue Instagram 
$ / Visit Instagram 
$ / Mention Instagram 
Site Traffic & 
Engagement 
Conversions 
11 15 2% 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Page Views per 
0.1 
3 
Jessica's Posts 
Conversion 
Rate % 
9% 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
3859% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
137 847 
2,100 
2,725 222% 
24,529 70% 
14,400 
2,000 11,100 24,500 
422 3,101 3,317 7% 
323 
Mar '14 
Apr '14 
May '14 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Likes Comments ReTweets 
64 11 1 
55 8 1 
50 3 0 
48 1 1 
42 6 1 
41 2 1 
40 
Reach 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 
1 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
37 3 1 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 
1 
Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 
1 
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 30 out Tal 6 (0) 
1 
Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 
37 0 1 
Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
28 9 1 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 
1 
Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 
36 0 1 
#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 31 snap-out cl 3 (0) 
1 
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 30 clean / (3 0) 
1 
So blessed to have had such an amazing show here in New York the past … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 
SF ) 
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 
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% 
Revenue 
3 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Twitter 
240 
Facebook 
1 
6 
-37% 
400% 
0% 
329 
1 
2 
76% 
4 
8 
37 
296 
644 115% 
1 
2 
4 
104% 
10 
100% 
-50% 
0% 
7 7 
2.4% 
518 
4 
60 
216 
195 
21 
9 
1 
567 
47 
4 
159 168 
21 
25 
114% 
Apr '14 May '14 
122% 
MoM % 
2 -80% 
37 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
2,323 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 MoM % 
Channel 
217 520 140% 
Twitter Facebook Instagram 
121% 
100 3,300 29 -99% 
Mentions 
1 2% 
27,846 59% 
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 
0 
Mar '14 Apr '14 May '14 
m 
27% 
Twitter 
17% 
Faceboo 
k 
56% 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
Engagement per Post 
6 
7 
7 
Visit 
19 
1 
Visits per 
Social Mention 
2 
11 
15 
8% 
50 
% 
Instagram Facebook Twitter 
0 
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 
Total Fans & Followers 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859%
4 
MEET JESSICA PARK 
Seattle Based Handbag Designer 
Grad from Architecture School ‘03 - Interior Design 
Launched Fashion Accessories brand - 2012 
Ampersand As Apostrophe 
2 Person Team (Jessica + Intern/PR)
5 
JESSICA WANTED TO LEARN… 
How to get started w/ Social Media Insights 
Know if her social media efforts are working 
What she can be doing better?
6 
SOCIAL MEDIA CHANNELS 
Events 
Social Media 
Fashion 
Week 
Sample 
Sales 
PR 
Blogs 
Mag-azines 
Sources of Brand 
Exposure 
Website 
Comments 
Shares ReTweets 
Likes 
Comments 
Replies
7 
WEBSITE 
http://ampersandasapostrophe.com/
FACEBOOK
INSTAGRAM
TWITTER
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
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 M Measureable progress. How much? How many? (i.e. 10% increase) 
Often “10% increase in visits” isn’t realistic. Your goal of 4% visits may be more achievable so 
A consider what’s really possible when setting your objectives Achievable 
R Relevant Choose goals that matter and impact the bottom line 
Get specific with your objectives and incorporate a time frame. This makes them real and 
T tangible. (i.e. MoM, next quarter) Timed
2 
SOCIAL MEDIA GOALS 
Goal Type Goal 
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 
Reach 
Increase brand exposure via a 3% 
increase in reach per social mention 
MoM 
* Keep it simple and start with 1-2 goals
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
2 
4 
KPIs (KEY PERFORMANCE INDICATORS) 
It is a metric or set of metrics which is used to determine 
how you are performing against your business objectives 
Easy to understand 
Mapped back to specific business goal 
Mapped back to user / site behavior 
Impact the bottom line 
Reported on regularly 
Ratios often make good KPIs
2 
KPIs & MAPPING TO GOALS 
Goal Type Goal Key Performance Indicator (KPI) Support Metrics 
Fans & Followers 
To grow an engaged social media 
community, at a 2% increase in total 
fans & followers MoM 
 Total Fans & Followers (Twitter, 
Facebook, Instagram) 
• New & Total Facebook Fans 
• New & Total Twitter Followers 
• New & Total Instagram Followers 
Engagement 
To maintain a social media 
engagement level averaging 40 per 
social mention per month (likes, 
comments, shares, mentions) 
 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 
Website Visits & 
Conversion 
Drive a 3% increase in website visits 
per social mention MoM and 
maintain/increase an XX% 
Conversion Rate 
 Visits Per Social Mention 
 Conversion Rate 
• Website Visits from Social 
• Page Views per Visit from Social 
• Conversions 
• $ Revenue & $ per Social Mention 
Reach 
Increase brand exposure via a 3% 
increase in reach per social mention 
MoM 
 Reach per Social Mention 
• Total Reach 
• Total Organic Reach 
• Total Viral Reach 
• Facebook Viral & Organic Reach 
• Twitter Viral & Organic Reach 
* Keep it simple and start with 1 KPI per goal
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
27 
SIMPLY MEASURED 
13 free reports (analyze your brand, and 
competitors) 
 Twitter 
 Facebook 
 YouTube 
 Google+ 
 Google Analytics 
 Instagram 
 LinkedIn 
Run one of each Free report every 24 hours 
Download to PowerPoint, Excel 
http://simplymeasured.com/free-social-media-tools
Twitter Customer TWITTER CUSTOMER SERVICE ANALYSIS 
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 FACEBOOK FAN PAGE REPORT 
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 INSTAGRAM USER REPORT 
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
SUM ALL 
Combines all your data into one place ( just need your username, 
password). 
Tool processes your data, then feeds it back to you in an easy to 
digest format. 
31 
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) 
https://sumall.com/
SUM ALL
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize
3 
GOALS 
Goal Type Goal Description 
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 
Reach 
Increase brand exposure via a 3% 
increase in reach per social mention 
MoM 
* Keep it simple and start with 1 KPI per goal 
Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 
2,026 
46 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
2 
1,740 
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 
Mar '14 Apr '14 May '14 
MoM % 
43 84 
48 -43% 
1,894 1,978 2,026 2% 
20 10 17 70% 
900 910 
927 2% 
11 9 9 0% 
177 5% 
12 65 22 -66% 
835 900 922 
TOTAL 
(all Channels) 
Instagra Instagram Twitter Facebook 
100 
80 
60 
40 
20 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
Mar '14 
KPI / Supporting Metric 
Jessica's Posts by Channel 
Posts Instagram Twitter Facebook 
Total 
Engagement Per Brand Post 30 
30 
Total 
Engagement 25 
Total 
Instagram Posts by Jessica 4 15 275% 
20 
20 
Instagram 
Engagement Per Insta. Post 60 
38 
15 
Instagram 
Engagement 136% 
10 
10 
Instagram 
5 
Jessica's Posts by Channel 
New Likes Instagram 
New Comments 23 
Instagram 
Tweets by Jessica Twitter 
Engagement Per Tweet Twitter 
Engagement Twitter 
2 
1 
4 
Mentions Twitter 
ReTweets Twitter 
Favorites Twitter 
9 11 22% 
80 
60 
Instagram 
4 
3 
Twitter 
80 
60 
Facebook 
Facebook Posts by Jessica Facebook 
40 
2 
40 
Engagement Per FB Post 64 
Facebook 
Engagement 708 
115% 
20 
1 
20 
Facebook 
Likes Facebook 
Comments Facebook 
Shares Facebook 
Instagram 
22 60 173% 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
2 
Total MoM 
KPI / Supporting Metric 
Visits 37 11 2 2% 
Total 
Page Views per Visit 6 7 7 1% 
Total 
Visits per Social Mention 19 1 0 2% 
Total 
Jessica's Posts 
Conversions Instagram 
Conversion Rate % Instagram 
Revenue Instagram 
$ / Visit Instagram 
$ / Mention Instagram 
Site Traffic & 
Engagement 
Conversions 
11 15 2% 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Page Views per 
0.1 
3 
Jessica's Posts 
Conversion 
Rate % 
9% 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
3859% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
137 847 
2,100 
2,725 222% 
24,529 70% 
14,400 
2,000 11,100 24,500 
422 3,101 3,317 7% 
323 
Mar '14 
Apr '14 
May '14 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Likes Comments ReTweets 
64 11 1 
55 8 1 
50 3 0 
48 1 1 
42 6 1 
41 2 1 
40 
Reach 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 
1 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
37 3 1 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 
1 
Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 
1 
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 30 out Tal 6 (0) 
1 
Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 
37 0 1 
Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
28 9 1 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 
1 
Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 
36 0 1 
#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 31 snap-out cl 3 (0) 
1 
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 30 clean / (3 0) 
1 
So blessed to have had such an amazing show here in New York the past … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 
SF ) 
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 
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% 
Revenue 
3 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Twitter 
240 
Facebook 
1 
6 
-37% 
400% 
0% 
329 
1 
2 
76% 
4 
8 
37 
296 
644 115% 
1 
2 
4 
104% 
10 
100% 
-50% 
0% 
7 7 
2.4% 
518 
4 
60 
216 
195 
21 
9 
1 
567 
47 
4 
159 168 
21 
25 
114% 
Apr '14 May '14 
122% 
MoM % 
2 -80% 
37 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
2,323 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 MoM % 
Channel 
217 520 140% 
Twitter Facebook Instagram 
121% 
100 3,300 29 -99% 
Mentions 
1 2% 
27,846 59% 
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 
0 
Mar '14 Apr '14 May '14 
m 
27% 
Twitter 
17% 
Faceboo 
k 
56% 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
Engagement per Post 
6 
7 
7 
Visit 
19 
1 
Visits per 
Social Mention 
2 
11 
15 
8% 
50 
% 
Instagram Facebook Twitter 
0 
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 
Total Fans & Followers 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859%
GOAL #1 – NEW FANS & FOLLOWERS 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Fans & Followers 
To grow an engaged social media 
community, at a 2% increase in total 
fans & followers MoM 
 Total Fans & Followers (Twitter, 
Facebook, Instagram) 
• New & Total Facebook Fans 
• New & Total Twitter Followers 
• New & Total Instagram Followers 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
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 
TOTAL 
(all Channels) 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 
MoM % 
48 -43% 
43 84 
1,894 1,978 2,026 2% 
20 10 17 70% 
927 2% 
900 910 
11 9 9 0% 
177 5% 
12 65 22 -66% 
2.4% 
159 168 
835 900 922 
Channel 
100 
80 
60 
40 
20 
0 
Instagram Twitter Facebook 
Mar '14 Apr '14 May '14 
Instagram 
27% 
Twitter 
17% 
DATA SOURCE 
> Formula 
> Formula 
> Formula 
> Brand Instagram Page 
Facebook 
> Formula 
56% 
> Brand Twitter Page 
> Formula 
> Brand Facebook Page 
0 Reports > 
from social 
accounts
GOAL #1 – NEW FANS & FOLLOWERS 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Fans & Followers 
To grow an engaged social media 
community, at a 2% increase in total 
fans & followers MoM 
 Total Fans & Followers (Twitter, 
Facebook, Instagram) 
• New & Total Facebook Fans 
• New & Total Twitter Followers 
• New & Total Instagram Followers 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
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 
TOTAL 
(all Channels) 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 
MoM % 
48 -43% 
43 84 
1,894 1,978 2,026 2% 
20 10 17 70% 
927 2% 
900 910 
11 9 9 0% 
177 5% 
12 65 22 -66% 
2.4% 
159 168 
835 900 922 
Channel 
100 
80 
60 
40 
20 
0 
Instagram Twitter Facebook 
Mar '14 Apr '14 May '14 
Instagram 
27% 
Twitter 
17% 
Facebook 
56% 
Facebook drove 56% of 
fan/follower growth in the 
past 3 months! 
….there was a huge spike in 
new Facebook followers in 
Apr 
Why? 
So What? 
“Why?” 5 Times for root cause
SOCIAL MEDIA INSIGHTS PROCESS 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize 
Why? 
So What?
GOAL #2 – ENGAGEMENT 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Engagement 
To maintain a social media 
engagement level averaging 40 per 
social mention per month (likes, 
comments, shares, mentions) 
 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 
122% 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
KPI / Supporting Metric 
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 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Instagram 
Twitter 
4 15 275% 
60 
240 
Facebook 
23 
10 
1 
6 
-37% 
104% 
38 
2 -80% 
400% 
0% 
7 7 
100% 
-50% 
0% 
9 11 22% 
329 
115% 
708 
644 115% 
22 60 173% 
1 
2 
76% 
2 
1 
4 
64 
1 
2 
4 
21 
25 
114% 
Apr '14 May '14 
518 
4 
60 
216 
195 
21 
9 
1 
MoM % 
567 
47 
4 
136% 
37 
Channel Mar '14 
217 520 140% 
4 
8 
37 
296 
270 
20 
6 
300 
7 4 -43% 
30 
20 
10 
0 
Jessica's Posts by Channel 
Instagram Twitter Facebook 
Mar '14 Apr '14 May '14 
30 
25 
20 
15 
10 
5 
80 
60 
40 
20 
0 
Jessica's Posts by Channel 
Instagram 
Mar '14 Apr '14 May '14 
4 
3 
2 
1 
0 
Twitter 
Mar '14 Apr '14 May '14 
80 
60 
40 
20 
0 
Facebook 
Mar '14 Apr '14 May '14 
Engagement per Post 
0 
Mar '14 Apr '14 May '14
GOAL #2 – ENGAGEMENT 
122% 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
KPI / Supporting Metric 
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 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Instagram 
Twitter 
4 15 275% 
60 
240 
Facebook 
23 
10 
1 
6 
-37% 
104% 
38 
2 -80% 
400% 
0% 
7 7 
100% 
-50% 
0% 
9 11 22% 
329 
115% 
708 
644 115% 
22 60 173% 
1 
2 
76% 
2 
1 
4 
64 
1 
2 
4 
21 
25 
114% 
Apr '14 May '14 
518 
4 
60 
216 
195 
21 
9 
1 
MoM % 
567 
47 
4 
136% 
37 
Channel Mar '14 
217 520 140% 
4 
8 
37 
296 
270 
20 
6 
300 
7 4 -43% 
30 
> Formula 
> Formula 
> Formula 
> Simply Measured Instagram User Report 20 
& Sum All 
10 
> Formula 
> Formula 
> Simply Measured Instagram User Report & Sum All 
> Simply Measured Instagram User Report & 0 
Sum All 
> Simply Measured Twitter Customer Service & Sum All 
Jessica's Posts by Channel 
Instagram Twitter Facebook 
Mar '14 Apr '14 May '14 
DATA SOURCE 
30 
25 
20 
15 
10 
5 
> Formula 
> Formula 
80 
60 
40 
> Formula 
> 20 
Formula 
0 
Jessica's Posts by Channel 
Instagram 
Mar '14 Apr '14 May '14 
4 
3 
2 
1 
0 
Twitter 
Mar '14 Apr '14 May '14 
80 
60 
40 
20 
0 
Facebook 
Mar '14 Apr '14 May '14 
Engagement per Post 
0 
Mar '14 Apr '14 May '14 
> 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 
3 Reports 
Ratios which combine brand metrics and user 
engagement metrics make good KPIs 
Why? 
So What?
While she is posting more to 
GOAL #2 – ENGAGEMENT Jessica is publishing more 
122% 
Instagram, social 
However engagement 
increased significantly…. 
engagement per post 
actuaJlleys dsieccal ipnoesdt eMdo leMss on Twitter 
Facebook posts stayed 
relatively flat, MoM 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Most recently she has been 
Social Media Engagement by Channel Post Volume & Engagement Rate 
KPI / Supporting Metric 
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 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Instagram 
Twitter 
4 15 275% 
60 
240 
Facebook 
23 
10 
1 
6 
-37% 
104% 
38 
2 -80% 
400% 
0% 
7 7 
100% 
-50% 
0% 
9 11 22% 
329 
115% 
708 
644 115% 
22 60 173% 
1 
2 
76% 
2 
1 
4 
64 
1 
2 
4 
21 
25 
114% 
Apr '14 May '14 
518 
4 
60 
216 
195 
21 
9 
1 
MoM % 
567 
47 
4 
136% 
37 
Channel Mar '14 
217 520 140% 
4 
8 
37 
296 
270 
20 
6 
300 
7 4 -43% 
30 
20 
10 
0 
publishing more to 
And Twitter engagement per 
Jessica's Posts by Channel 
Instagram Twitter Facebook 
Mar '14 Apr '14 May '14 
30 
25 
20 
15 
10 
5 
80 
60 
40 
20 
0 
Jessica's Posts by Channel 
Instagram 
Mar '14 Apr '14 May '14 
4 
3 
2 
1 
0 
Twitter 
Mar '14 Apr '14 May '14 
80 
60 
40 
20 
0 
Facebook 
Mar '14 Apr '14 May '14 
Engagement per Post 
0 
Mar '14 Apr '14 May '14 
and more posts MoM 
Instagram 
in May… 
post saw a nice uptick 
Why? 
Why? 
So What?
GOAL: To better understand engagement and reach by Social Media channel and post type for optimization opportunities 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Reach 
Likes Comments ReTweets 
64 11 1 
55 8 1 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge 41 2 (Hood River) 
1 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 40 
(0) 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… 335 
#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 … 326 
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!… 325 
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… 322 
Me and baby Jacob :) @brayko (0) 
Little snippet from the new lookbook! ;) #fw14… 298 
BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… 297 
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… 292 
I think I like this ;) (0) 
#regram from AJ Ragasa's #photoshoot from a few months back for our FW… 289 
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&… 271 
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 … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! Love (La Boutique SF ) 
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 
1 1 
37 3 1 
37 3 1 
38 2 1 
30 6 1 
37 0 1 
28 9 1 
31 6 1 
36 0 1 
31 3 1 
30 3 1 
32 1 2 
GOAL #2 – ENGAGEMENT 
Why? 
So What?
GOAL #3 – WEBSITE VISITS & CONVERSION % 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Website Visits & Revenue 
  GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
KPI / Supporting Metric 
Visits 
Page Views per Visit 
Visits per Social Mention 
Jessica's Posts 
Conversions 
Conversion Rate % 
Revenue 
$ / Visit 
$ / Mention 
67% 
Twitter Facebook Instagram 
2 
Total MoM 
11 15 2% 
1 1 2% 
8% 9% 50% 2% 
$600 $0 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Mentions 
Conversions 
37 11 2 2% 
6 7 7 1% 
19 1 0 2% 
Site Traffic & 
Engagement 
Revenue 
3 
Metric Category 
2 
DATA SOURCE 
> Web Analytics Tool (i.e. Google Analytics) 
> Web Analytics Tool (i.e. Google Analytics) 
Page Views per 
> Formula (Already pulled this as part of engagement) 
6 
7 
7 
Visit 
> Web Analytics Tool (i.e. Google Analytics) 
> Web Analytics Tool (i.e. Google Analytics) 
> Web Analytics Tool (i.e. Google Analytics) 
19 
0.13 
1 
Visits per 
Social Mention 
Jessica's Posts 
2 
11 
15 
Conversion 
Rate % 
9% 
8% 
50% 
Instagram Facebook Twitter 
Website Visits & 
Conversion 
Drive a 3% increase in website visits 
per social mention MoM and 
maintain/increase an XX% 
Conversion Rate 
 Visits Per Social Mention 
 Conversion Rate 
• Website Visits from Social 
• Page Views per Visit from Social 
• Conversions 
• $ Revenue & $ per Social Mention 
> Formula 
> Formula 
> Formula 
1 Web 
Analytics Tool 
(a few reports)
GOAL #3 – WEBSITE VISITS & CONVERSION % 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Website Visits & Revenue 
  Website Visits & 
Conversion 
Drive a 3% increase in website visits 
per social mention MoM and 
maintain/increase an XX% 
Conversion Rate 
 Visits Per Social Mention 
 Conversion Rate 
• Website Visits from Social 
• Page Views per Visit from Social 
• Conversions 
• $ Revenue & $ per Social Mention 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
KPI / Supporting Metric 
Visits 
Page Views per Visit 
Visits per Social Mention 
Jessica's Posts 
Conversions 
Conversion Rate % 
Revenue 
$ / Visit 
$ / Mention 
67% 
Twitter Facebook Instagram 
2 
Total MoM 
11 15 2% 
1 1 2% 
8% 9% 50% 2% 
$600 $0 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Mentions 
Conversions 
37 11 2 2% 
6 7 7 1% 
19 1 0 2% 
Site Traffic & 
Engagement 
Revenue 
3 
Metric Category 
2 
Page Views per 
6 
7 
7 
Visit 
19 
0.13 
1 
Visits per 
Social Mention 
Jessica's Posts 
2 
11 
15 
Conversion 
Rate % 
9% 
8% 
50% 
Instagram Facebook Twitter 
…. Those Instagram posts 
drive the least visits back to 
Jessica posts to Instagram 
… However the Tweets drive 
the most 
Average page view per visit 
range from 6-7 (good!) 
Jessica’s site 
She Tweets the least…. 
the highest visits per 
mention 
Conversion % high for 
Instagram (fake number – 
conversions not setup yet)
Goal Type 
GOAL #4 – BRAND EXPOSURE / REACH 
Goal Description Key Performance Indicator (KPI) Support Metrics 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
Channel 
3859% 
Mar '14 Apr '14 May '14 MoM % 
2,522 17,501 
2,323 
27,846 59% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
2,725 222% 
24,529 70% 
121% 
137 847 
2,100 
14,400 
2,000 11,100 24,500 
100 3,300 29 -99% 
52 345 302 -12% 
Twitter 
Facebook 
127 796 1,740 119% 
TOTAL (Twitter 
& Facebook) 
422 3,101 3,317 7% 
323 
2,100 1,066 -49% 
99 1,001 2,251 125% 
> Formula 
> Formula 
> Formula 
> Formula 
> Formula 
> Sum All – Mentions Reach 
> Sum All – Mentions Reach 
> Formula 
137 
52 
847 
345 
2,725 
Mar '14 
Apr '14 
May '14 
302 
> Formula 
> Facebook Insights 
Twitter Facebook 
2,522 
17,501 
27,846 
Mar '14 Apr '14 May '14 
Reach 
Increase brand exposure via a 3% 
increase in reach per social mention 
MoM 
 Reach per Social Mention 
• Total Reach 
• Total Organic Reach 
• Total Viral Reach 
• Facebook Viral & Organic Reach 
• Twitter Viral & Organic Reach 
DATA SOURCE 
> Facebook Insights 
2 Tools 
2 Reports
GOAL #4 – BRAND EXPOSURE / REACH 
Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics 
Reach 
Increase brand exposure via a 3% 
increase in reach per social mention 
MoM 
 Reach per Social Mention 
• Total Reach 
• Total Organic Reach 
• Total Viral Reach 
• Facebook Viral & Organic Reach 
• Twitter Viral & Organic Reach 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
Channel 
3859% 
Mar '14 Apr '14 May '14 MoM % 
2,522 17,501 
2,323 
27,846 59% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
2,725 222% 
24,529 70% 
121% 
137 847 
2,100 
14,400 
2,000 11,100 24,500 
100 3,300 29 -99% 
52 345 302 -12% 
Twitter 
Facebook 
127 796 1,740 119% 
TOTAL (Twitter 
& Facebook) 
422 3,101 3,317 7% 
323 
2,100 1,066 -49% 
99 1,001 2,251 125% 
137 
52 
847 
345 
2,725 
Mar '14 
Apr '14 
May '14 
302 
Twitter Facebook 
2,522 
17,501 
27,846 
Mar '14 Apr '14 May '14 
Increase in reach due to 
Total reach increased for the 
second month in a row 
Twitter 
Why? 
So What?
GOAL: To better understand engagement and reach by Social Media channel and post type for optimization opportunities 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Reach 
Likes Comments ReTweets 
64 11 1 
55 8 1 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge 41 2 (Hood River) 
1 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 40 
(0) 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… 335 
#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 … 326 
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!… 325 
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… 322 
Me and baby Jacob :) @brayko (0) 
Little snippet from the new lookbook! ;) #fw14… 298 
BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… 297 
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… 292 
I think I like this ;) (0) 
#regram from AJ Ragasa's #photoshoot from a few months back for our FW… 289 
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&… 271 
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 … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! Love (La Boutique SF ) 
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 
1 1 
37 3 1 
37 3 1 
38 2 1 
30 6 1 
37 0 1 
28 9 1 
31 6 1 
36 0 1 
31 3 1 
30 3 1 
32 1 2 
GOAL #4 – BRAND EXPOSURE / REACH 
* Date range does not match previous slides
MONITOR 
Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 
2,026 
46 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
2 
1,740 
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 
Mar '14 Apr '14 May '14 
MoM % 
43 84 
48 -43% 
1,894 1,978 2,026 2% 
20 10 17 70% 
900 910 
927 2% 
11 9 9 0% 
177 5% 
12 65 22 -66% 
835 900 922 
TOTAL 
(all Channels) 
Instagra Instagram Twitter Facebook 
100 
80 
60 
40 
20 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
Mar '14 
KPI / Supporting Metric 
Jessica's Posts by Channel 
Posts Instagram Twitter Facebook 
Total 
Engagement Per Brand Post 30 
30 
Total 
Engagement 25 
Total 
Instagram Posts by Jessica 4 15 275% 
20 
20 
Instagram 
Engagement Per Insta. Post 60 
38 
15 
Instagram 
Engagement 136% 
10 
10 
Instagram 
5 
Jessica's Posts by Channel 
New Likes Instagram 
New Comments 23 
Instagram 
Tweets by Jessica Twitter 
Engagement Per Tweet Twitter 
Engagement Twitter 
2 
1 
4 
Mentions Twitter 
ReTweets Twitter 
Favorites Twitter 
9 11 22% 
80 
60 
Instagram 
4 
3 
Twitter 
80 
60 
Facebook 
1,740 
Facebook Posts by Jessica Facebook 
40 
2 
40 
Engagement Per FB Post 64 
Facebook 
Engagement 708 
115% 
20 
1 
20 
Facebook 
Likes Facebook 
Comments Facebook 
Shares Facebook 
Instagram 
22 60 173% 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
2 
Total MoM 
KPI / Supporting Metric 
Visits 37 11 2 2% 
Total 
Page Views per Visit 6 7 7 1% 
Total 
Visits per Social Mention 19 1 0 2% 
Total 
Jessica's Posts 
Conversions Instagram 
Conversion Rate % Instagram 
Revenue Instagram 
$ / Visit Instagram 
$ / Mention Instagram 
Site Traffic & 
Engagement 
Conversions 
11 15 2% 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Page Views per 
0.1 
3 
Jessica's Posts 
Conversion 
Rate % 
9% 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
3859% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
137 847 
2,100 
2,725 222% 
24,529 70% 
14,400 
2,000 11,100 24,500 
422 3,101 3,317 7% 
323 
Mar '14 
Apr '14 
May '14 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Likes Comments ReTweets 
64 11 1 
55 8 1 
50 3 0 
48 1 1 
42 6 1 
41 2 1 
40 
Reach 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 
1 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
37 3 1 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 
1 
Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 
1 
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 30 out Tal 6 (0) 
1 
Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 
37 0 1 
Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
28 9 1 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 
1 
Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 
36 0 1 
#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 31 snap-out cl 3 (0) 
1 
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 30 clean / (3 0) 
1 
So blessed to have had such an amazing show here in New York the past … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 
SF ) 
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 
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% 
Revenue 
3 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Twitter 
240 
Facebook 
1 
6 
-37% 
400% 
0% 
329 
1 
2 
76% 
4 
8 
37 
296 
644 115% 
1 
2 
4 
104% 
10 
100% 
-50% 
0% 
7 7 
2.4% 
518 
4 
60 
216 
195 
21 
9 
1 
567 
47 
4 
159 168 
21 
25 
114% 
Apr '14 May '14 
122% 
MoM % 
2 -80% 
37 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
2,323 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 MoM % 
Channel 
217 520 140% 
Twitter Facebook Instagram 
121% 
100 3,300 29 -99% 
Mentions 
1 2% 
27,846 59% 
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 
0 
Mar '14 Apr '14 May '14 
m 
27% 
Twitter 
17% 
Faceboo 
k 
56% 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
Engagement per Post 
6 
7 
7 
Visit 
19 
1 
Visits per 
Social Mention 
2 
11 
15 
8% 
50 
% 
Instagram Facebook Twitter 
0 
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 
Total Fans & Followers 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859% 
Social Media Performance | May 2014 -------------------------------------- Ampersand As Apostrophe 
Total Fans & Followers 
2,026 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
46 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
2 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859%
RECAP 
01. Goals 
02. KPIs 
03. Tools 
04. Data 
05. Insights 
08. Repeat 
07. Monitor 
06. Optimize 
Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 
2,026 
46 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
2 
1,740 
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 
Mar '14 Apr '14 May '14 
MoM % 
43 84 
48 -43% 
1,894 1,978 2,026 2% 
20 10 17 70% 
900 910 
927 2% 
11 9 9 0% 
177 5% 
12 65 22 -66% 
835 900 922 
TOTAL 
(all Channels) 
Instagra Instagram Twitter Facebook 
100 
80 
60 
40 
20 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
Mar '14 
KPI / Supporting Metric 
Jessica's Posts by Channel 
Posts Instagram Twitter Facebook 
Total 
Engagement Per Brand Post 30 
30 
Total 
Engagement 25 
Total 
Instagram Posts by Jessica 4 15 275% 
20 
20 
Instagram 
Engagement Per Insta. Post 60 
38 
15 
Instagram 
Engagement 136% 
10 
10 
Instagram 
5 
Jessica's Posts by Channel 
New Likes Instagram 
New Comments 23 
Instagram 
Tweets by Jessica Twitter 
Engagement Per Tweet Twitter 
Engagement Twitter 
2 
1 
4 
Mentions Twitter 
ReTweets Twitter 
Favorites Twitter 
9 11 22% 
80 
60 
Instagram 
4 
3 
Twitter 
80 
60 
Facebook 
Facebook Posts by Jessica Facebook 
40 
2 
40 
Engagement Per FB Post 64 
Facebook 
Engagement 708 
115% 
20 
1 
20 
Facebook 
Likes Facebook 
Comments Facebook 
Shares Facebook 
Instagram 
22 60 173% 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
2 
Total MoM 
KPI / Supporting Metric 
Visits 37 11 2 2% 
Total 
Page Views per Visit 6 7 7 1% 
Total 
Visits per Social Mention 19 1 0 2% 
Total 
Jessica's Posts 
Conversions Instagram 
Conversion Rate % Instagram 
Revenue Instagram 
$ / Visit Instagram 
$ / Mention Instagram 
Site Traffic & 
Engagement 
Conversions 
11 15 2% 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Page Views per 
0.1 
3 
Jessica's Posts 
Conversion 
Rate % 
9% 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
3859% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
137 847 
2,100 
2,725 222% 
24,529 70% 
14,400 
2,000 11,100 24,500 
422 3,101 3,317 7% 
323 
Mar '14 
Apr '14 
May '14 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Likes Comments ReTweets 
64 11 1 
55 8 1 
50 3 0 
48 1 1 
42 6 1 
41 2 1 
40 
Reach 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 
1 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
37 3 1 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 
1 
Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 
1 
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 30 out Tal 6 (0) 
1 
Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 
37 0 1 
Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
28 9 1 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 
1 
Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 
36 0 1 
#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 31 snap-out cl 3 (0) 
1 
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 30 clean / (3 0) 
1 
So blessed to have had such an amazing show here in New York the past … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 
SF ) 
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 
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% 
Revenue 
3 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Twitter 
240 
Facebook 
1 
6 
-37% 
400% 
0% 
329 
1 
2 
76% 
4 
8 
37 
296 
644 115% 
1 
2 
4 
104% 
10 
100% 
-50% 
0% 
7 7 
2.4% 
518 
4 
60 
216 
195 
21 
9 
1 
567 
47 
4 
159 168 
21 
25 
114% 
Apr '14 May '14 
122% 
MoM % 
2 -80% 
37 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
2,323 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 MoM % 
Channel 
217 520 140% 
Twitter Facebook Instagram 
121% 
100 3,300 29 -99% 
Mentions 
1 2% 
27,846 59% 
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 
0 
Mar '14 Apr '14 May '14 
m 
27% 
Twitter 
17% 
Faceboo 
k 
56% 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
Engagement per Post 
6 
7 
7 
Visit 
19 
1 
Visits per 
Social Mention 
2 
11 
15 
8% 
50 
% 
Instagram Facebook Twitter 
0 
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 
Total Fans & Followers 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859%
RECAP 
Tie Actionable KPIs to Meaningful Goals (SMART) 
Always be asking “Why?” (5 Times Method) 
Start with 1 Goal & 1 KPI 
Choose the Reporting Tool that Works for You 
Monitor Regularly, Optimize and Repeat! 
Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 
2,026 
46 
GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 
2 
1,740 
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 
Mar '14 Apr '14 May '14 
MoM % 
43 84 
48 -43% 
1,894 1,978 2,026 2% 
20 10 17 70% 
900 910 
927 2% 
11 9 9 0% 
177 5% 
12 65 22 -66% 
835 900 922 
TOTAL 
(all Channels) 
Instagra Instagram Twitter Facebook 
100 
80 
60 
40 
20 
GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) 
Social Media Engagement by Channel Post Volume & Engagement Rate 
Mar '14 
KPI / Supporting Metric 
Jessica's Posts by Channel 
Posts Instagram Twitter Facebook 
Total 
Engagement Per Brand Post 30 
30 
Total 
Engagement 25 
Total 
Instagram Posts by Jessica 4 15 275% 
20 
20 
Instagram 
Engagement Per Insta. Post 60 
38 
15 
Instagram 
Engagement 136% 
10 
10 
Instagram 
5 
Jessica's Posts by Channel 
New Likes Instagram 
New Comments 23 
Instagram 
Tweets by Jessica Twitter 
Engagement Per Tweet Twitter 
Engagement Twitter 
2 
1 
4 
Mentions Twitter 
ReTweets Twitter 
Favorites Twitter 
9 11 22% 
80 
60 
Instagram 
4 
3 
Twitter 
80 
60 
Facebook 
Facebook Posts by Jessica Facebook 
40 
2 
40 
Engagement Per FB Post 64 
Facebook 
Engagement 708 
115% 
20 
1 
20 
Facebook 
Likes Facebook 
Comments Facebook 
Shares Facebook 
Instagram 
22 60 173% 
GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate 
Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 
2 
Total MoM 
KPI / Supporting Metric 
Visits 37 11 2 2% 
Total 
Page Views per Visit 6 7 7 1% 
Total 
Visits per Social Mention 19 1 0 2% 
Total 
Jessica's Posts 
Conversions Instagram 
Conversion Rate % Instagram 
Revenue Instagram 
$ / Visit Instagram 
$ / Mention Instagram 
Site Traffic & 
Engagement 
Conversions 
11 15 2% 
$0 2% 
$16 $0 $0 2% 
$300 $0 $0 2% 
Page Views per 
0.1 
3 
Jessica's Posts 
Conversion 
Rate % 
9% 
Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach 
KPI / Supporting Metric 
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 
3859% 
13,200 25,566 94% 
199 4,301 2,280 -47% 
137 847 
2,100 
2,725 222% 
24,529 70% 
14,400 
2,000 11,100 24,500 
422 3,101 3,317 7% 
323 
Mar '14 
Apr '14 
May '14 
Engagement by Post (Facebook) Engagement by Instagram & Twitter 
Likes Comments ReTweets 
64 11 1 
55 8 1 
50 3 0 
48 1 1 
42 6 1 
41 2 1 
40 
Reach 
Jessica's Facebook Posts Jessica's Instagram & Tweets 
That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 
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… 590 
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… 570 
#regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) 
Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 
Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) 
Set up complete! Show starts tomorrow!… 365 
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… 361 
View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) 
Shaping up and shipping out #springstoreorders… 343 
Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 
1 
Feeling so incredibly lucky to be meeting with the accessories editor … 339 
Little calf-hair clutch action. You like? (0) 
37 3 1 
F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 
1 
Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 
1 
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 30 out Tal 6 (0) 
1 
Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 
37 0 1 
Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 
28 9 1 
Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 
1 
Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 
36 0 1 
#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 31 snap-out cl 3 (0) 
1 
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 30 clean / (3 0) 
1 
So blessed to have had such an amazing show here in New York the past … 265 
#AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 
SF ) 
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 
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% 
Revenue 
3 
TOTAL 
(all Channels) 
23 28 22% 
25 46 
83% 
576 1,282 123% 
Twitter 
240 
Facebook 
1 
6 
-37% 
400% 
0% 
329 
1 
2 
76% 
4 
8 
37 
296 
644 115% 
1 
2 
4 
104% 
10 
100% 
-50% 
0% 
7 7 
2.4% 
518 
4 
60 
216 
195 
21 
9 
1 
567 
47 
4 
159 168 
21 
25 
114% 
Apr '14 May '14 
122% 
MoM % 
2 -80% 
37 
GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 
2,323 
Instagram 
Twitter 
Facebook 
Mar '14 Apr '14 May '14 MoM % 
Channel 
217 520 140% 
Twitter Facebook Instagram 
121% 
100 3,300 29 -99% 
Mentions 
1 2% 
27,846 59% 
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 
0 
Mar '14 Apr '14 May '14 
m 
27% 
Twitter 
17% 
Faceboo 
k 
56% 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
0 
Mar '14 Apr '14 May '14 
Engagement per Post 
6 
7 
7 
Visit 
19 
1 
Visits per 
Social Mention 
2 
11 
15 
8% 
50 
% 
Instagram Facebook Twitter 
0 
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 
Total Fans & Followers 
Δ MoM 2% 
PTG (Pace to Goal) 122% 
Social Engagement per Brand Post 
Δ MoM 83% 
PTG 114% 
Visits per Social Mention 
Δ MoM 2% 
PTG 67% 
Reach per Social Mention 
Δ MoM 119% 
PTG 3859%
50 
THANK YOU! 
https://www.linkedin.com/in/bansipatel 
https://twitter.com/bansi 
e Bansi.patel@gmail.com 
QUESTIONS?

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Understanding Social Media Metrics and KPIs by Bansi Patel

  • 1. UNDERSTANDING SOCIAL MEDIA METRICS & KPIs BANSI PATEL
  • 2. Sr. Digital Analytics Consultant Society Consulting at Microsoft Adverting | Bing Ads Seattle > Boston
  • 3. 3 AGENDA 01 Meet Jessica 02 Kicking off Social Media Insights Program 08. Repeat 07. Monitor 03 Questions 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 06. Optimize Social Media Performance | May 2014 -------------------------------------- Ampersand As Apostrophe 2,026 46 GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 2 1,740 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 Mar '14 Apr '14 May '14 MoM % 43 84 48 -43% 1,894 1,978 2,026 2% 20 10 17 70% 900 910 927 2% 11 9 9 0% 177 5% 12 65 22 -66% 835 900 922 TOTAL (all Channels) Instagra Instagram Twitter Facebook 100 80 60 40 20 GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate Mar '14 KPI / Supporting Metric Jessica's Posts by Channel Posts Instagram Twitter Facebook Total Engagement Per Brand Post 30 30 Total Engagement 25 Total Instagram Posts by Jessica 4 15 275% 20 20 Instagram Engagement Per Insta. Post 60 38 15 Instagram Engagement 136% 10 10 Instagram 5 Jessica's Posts by Channel New Likes Instagram New Comments 23 Instagram Tweets by Jessica Twitter Engagement Per Tweet Twitter Engagement Twitter 2 1 4 Mentions Twitter ReTweets Twitter Favorites Twitter 9 11 22% 80 60 Instagram 4 3 Twitter 80 60 Facebook Facebook Posts by Jessica Facebook 40 2 40 Engagement Per FB Post 64 Facebook Engagement 708 115% 20 1 20 Facebook Likes Facebook Comments Facebook Shares Facebook Instagram 22 60 173% GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 2 Total MoM KPI / Supporting Metric Visits 37 11 2 2% Total Page Views per Visit 6 7 7 1% Total Visits per Social Mention 19 1 0 2% Total Jessica's Posts Conversions Instagram Conversion Rate % Instagram Revenue Instagram $ / Visit Instagram $ / Mention Instagram Site Traffic & Engagement Conversions 11 15 2% $0 2% $16 $0 $0 2% $300 $0 $0 2% Page Views per 0.1 3 Jessica's Posts Conversion Rate % 9% Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 3859% 13,200 25,566 94% 199 4,301 2,280 -47% 137 847 2,100 2,725 222% 24,529 70% 14,400 2,000 11,100 24,500 422 3,101 3,317 7% 323 Mar '14 Apr '14 May '14 Engagement by Post (Facebook) Engagement by Instagram & Twitter Likes Comments ReTweets 64 11 1 55 8 1 50 3 0 48 1 1 42 6 1 41 2 1 40 Reach Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 1 Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) 37 3 1 F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 1 Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 1 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 30 out Tal 6 (0) 1 Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 37 0 1 Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 28 9 1 Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 1 Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 36 0 1 #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 31 snap-out cl 3 (0) 1 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 30 clean / (3 0) 1 So blessed to have had such an amazing show here in New York the past … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 SF ) 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 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% Revenue 3 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Twitter 240 Facebook 1 6 -37% 400% 0% 329 1 2 76% 4 8 37 296 644 115% 1 2 4 104% 10 100% -50% 0% 7 7 2.4% 518 4 60 216 195 21 9 1 567 47 4 159 168 21 25 114% Apr '14 May '14 122% MoM % 2 -80% 37 GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 2,323 Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % Channel 217 520 140% Twitter Facebook Instagram 121% 100 3,300 29 -99% Mentions 1 2% 27,846 59% 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 0 Mar '14 Apr '14 May '14 m 27% Twitter 17% Faceboo k 56% 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 Engagement per Post 6 7 7 Visit 19 1 Visits per Social Mention 2 11 15 8% 50 % Instagram Facebook Twitter 0 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 Total Fans & Followers Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post Δ MoM 83% PTG 114% Visits per Social Mention Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859%
  • 4. 4 MEET JESSICA PARK Seattle Based Handbag Designer Grad from Architecture School ‘03 - Interior Design Launched Fashion Accessories brand - 2012 Ampersand As Apostrophe 2 Person Team (Jessica + Intern/PR)
  • 5. 5 JESSICA WANTED TO LEARN… How to get started w/ Social Media Insights Know if her social media efforts are working What she can be doing better?
  • 6. 6 SOCIAL MEDIA CHANNELS Events Social Media Fashion Week Sample Sales PR Blogs Mag-azines Sources of Brand Exposure Website Comments Shares ReTweets Likes Comments Replies
  • 11. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 12. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 13. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 14. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 15. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 16. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 17. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 18. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 19. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 20. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 21. 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 M Measureable progress. How much? How many? (i.e. 10% increase) Often “10% increase in visits” isn’t realistic. Your goal of 4% visits may be more achievable so A consider what’s really possible when setting your objectives Achievable R Relevant Choose goals that matter and impact the bottom line Get specific with your objectives and incorporate a time frame. This makes them real and T tangible. (i.e. MoM, next quarter) Timed
  • 22. 2 SOCIAL MEDIA GOALS Goal Type Goal 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 Reach Increase brand exposure via a 3% increase in reach per social mention MoM * Keep it simple and start with 1-2 goals
  • 23. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 24. 2 4 KPIs (KEY PERFORMANCE INDICATORS) It is a metric or set of metrics which is used to determine how you are performing against your business objectives Easy to understand Mapped back to specific business goal Mapped back to user / site behavior Impact the bottom line Reported on regularly Ratios often make good KPIs
  • 25. 2 KPIs & MAPPING TO GOALS Goal Type Goal Key Performance Indicator (KPI) Support Metrics Fans & Followers To grow an engaged social media community, at a 2% increase in total fans & followers MoM  Total Fans & Followers (Twitter, Facebook, Instagram) • New & Total Facebook Fans • New & Total Twitter Followers • New & Total Instagram Followers Engagement To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions)  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 Website Visits & Conversion Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate  Visits Per Social Mention  Conversion Rate • Website Visits from Social • Page Views per Visit from Social • Conversions • $ Revenue & $ per Social Mention Reach Increase brand exposure via a 3% increase in reach per social mention MoM  Reach per Social Mention • Total Reach • Total Organic Reach • Total Viral Reach • Facebook Viral & Organic Reach • Twitter Viral & Organic Reach * Keep it simple and start with 1 KPI per goal
  • 26. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 27. 27 SIMPLY MEASURED 13 free reports (analyze your brand, and competitors)  Twitter  Facebook  YouTube  Google+  Google Analytics  Instagram  LinkedIn Run one of each Free report every 24 hours Download to PowerPoint, Excel http://simplymeasured.com/free-social-media-tools
  • 28. Twitter Customer TWITTER CUSTOMER SERVICE ANALYSIS 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
  • 29. Facebook Fan Page FACEBOOK FAN PAGE REPORT 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
  • 30. Instagram User INSTAGRAM USER REPORT 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). Tool processes your data, then feeds it back to you in an easy to digest format. 31 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) https://sumall.com/
  • 33. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize
  • 34. 3 GOALS Goal Type Goal Description 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 Reach Increase brand exposure via a 3% increase in reach per social mention MoM * Keep it simple and start with 1 KPI per goal Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 2,026 46 GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 2 1,740 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 Mar '14 Apr '14 May '14 MoM % 43 84 48 -43% 1,894 1,978 2,026 2% 20 10 17 70% 900 910 927 2% 11 9 9 0% 177 5% 12 65 22 -66% 835 900 922 TOTAL (all Channels) Instagra Instagram Twitter Facebook 100 80 60 40 20 GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate Mar '14 KPI / Supporting Metric Jessica's Posts by Channel Posts Instagram Twitter Facebook Total Engagement Per Brand Post 30 30 Total Engagement 25 Total Instagram Posts by Jessica 4 15 275% 20 20 Instagram Engagement Per Insta. Post 60 38 15 Instagram Engagement 136% 10 10 Instagram 5 Jessica's Posts by Channel New Likes Instagram New Comments 23 Instagram Tweets by Jessica Twitter Engagement Per Tweet Twitter Engagement Twitter 2 1 4 Mentions Twitter ReTweets Twitter Favorites Twitter 9 11 22% 80 60 Instagram 4 3 Twitter 80 60 Facebook Facebook Posts by Jessica Facebook 40 2 40 Engagement Per FB Post 64 Facebook Engagement 708 115% 20 1 20 Facebook Likes Facebook Comments Facebook Shares Facebook Instagram 22 60 173% GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 2 Total MoM KPI / Supporting Metric Visits 37 11 2 2% Total Page Views per Visit 6 7 7 1% Total Visits per Social Mention 19 1 0 2% Total Jessica's Posts Conversions Instagram Conversion Rate % Instagram Revenue Instagram $ / Visit Instagram $ / Mention Instagram Site Traffic & Engagement Conversions 11 15 2% $0 2% $16 $0 $0 2% $300 $0 $0 2% Page Views per 0.1 3 Jessica's Posts Conversion Rate % 9% Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 3859% 13,200 25,566 94% 199 4,301 2,280 -47% 137 847 2,100 2,725 222% 24,529 70% 14,400 2,000 11,100 24,500 422 3,101 3,317 7% 323 Mar '14 Apr '14 May '14 Engagement by Post (Facebook) Engagement by Instagram & Twitter Likes Comments ReTweets 64 11 1 55 8 1 50 3 0 48 1 1 42 6 1 41 2 1 40 Reach Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 1 Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) 37 3 1 F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 1 Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 1 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 30 out Tal 6 (0) 1 Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 37 0 1 Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 28 9 1 Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 1 Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 36 0 1 #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 31 snap-out cl 3 (0) 1 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 30 clean / (3 0) 1 So blessed to have had such an amazing show here in New York the past … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 SF ) 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 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% Revenue 3 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Twitter 240 Facebook 1 6 -37% 400% 0% 329 1 2 76% 4 8 37 296 644 115% 1 2 4 104% 10 100% -50% 0% 7 7 2.4% 518 4 60 216 195 21 9 1 567 47 4 159 168 21 25 114% Apr '14 May '14 122% MoM % 2 -80% 37 GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 2,323 Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % Channel 217 520 140% Twitter Facebook Instagram 121% 100 3,300 29 -99% Mentions 1 2% 27,846 59% 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 0 Mar '14 Apr '14 May '14 m 27% Twitter 17% Faceboo k 56% 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 Engagement per Post 6 7 7 Visit 19 1 Visits per Social Mention 2 11 15 8% 50 % Instagram Facebook Twitter 0 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 Total Fans & Followers Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post Δ MoM 83% PTG 114% Visits per Social Mention Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859%
  • 35. GOAL #1 – NEW FANS & FOLLOWERS Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Fans & Followers To grow an engaged social media community, at a 2% increase in total fans & followers MoM  Total Fans & Followers (Twitter, Facebook, Instagram) • New & Total Facebook Fans • New & Total Twitter Followers • New & Total Instagram Followers GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 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 TOTAL (all Channels) Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % 48 -43% 43 84 1,894 1,978 2,026 2% 20 10 17 70% 927 2% 900 910 11 9 9 0% 177 5% 12 65 22 -66% 2.4% 159 168 835 900 922 Channel 100 80 60 40 20 0 Instagram Twitter Facebook Mar '14 Apr '14 May '14 Instagram 27% Twitter 17% DATA SOURCE > Formula > Formula > Formula > Brand Instagram Page Facebook > Formula 56% > Brand Twitter Page > Formula > Brand Facebook Page 0 Reports > from social accounts
  • 36. GOAL #1 – NEW FANS & FOLLOWERS Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Fans & Followers To grow an engaged social media community, at a 2% increase in total fans & followers MoM  Total Fans & Followers (Twitter, Facebook, Instagram) • New & Total Facebook Fans • New & Total Twitter Followers • New & Total Instagram Followers GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 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 TOTAL (all Channels) Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % 48 -43% 43 84 1,894 1,978 2,026 2% 20 10 17 70% 927 2% 900 910 11 9 9 0% 177 5% 12 65 22 -66% 2.4% 159 168 835 900 922 Channel 100 80 60 40 20 0 Instagram Twitter Facebook Mar '14 Apr '14 May '14 Instagram 27% Twitter 17% Facebook 56% Facebook drove 56% of fan/follower growth in the past 3 months! ….there was a huge spike in new Facebook followers in Apr Why? So What? “Why?” 5 Times for root cause
  • 37. SOCIAL MEDIA INSIGHTS PROCESS 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize Why? So What?
  • 38. GOAL #2 – ENGAGEMENT Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Engagement To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions)  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 122% GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate KPI / Supporting Metric 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 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Instagram Twitter 4 15 275% 60 240 Facebook 23 10 1 6 -37% 104% 38 2 -80% 400% 0% 7 7 100% -50% 0% 9 11 22% 329 115% 708 644 115% 22 60 173% 1 2 76% 2 1 4 64 1 2 4 21 25 114% Apr '14 May '14 518 4 60 216 195 21 9 1 MoM % 567 47 4 136% 37 Channel Mar '14 217 520 140% 4 8 37 296 270 20 6 300 7 4 -43% 30 20 10 0 Jessica's Posts by Channel Instagram Twitter Facebook Mar '14 Apr '14 May '14 30 25 20 15 10 5 80 60 40 20 0 Jessica's Posts by Channel Instagram Mar '14 Apr '14 May '14 4 3 2 1 0 Twitter Mar '14 Apr '14 May '14 80 60 40 20 0 Facebook Mar '14 Apr '14 May '14 Engagement per Post 0 Mar '14 Apr '14 May '14
  • 39. GOAL #2 – ENGAGEMENT 122% GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate KPI / Supporting Metric 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 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Instagram Twitter 4 15 275% 60 240 Facebook 23 10 1 6 -37% 104% 38 2 -80% 400% 0% 7 7 100% -50% 0% 9 11 22% 329 115% 708 644 115% 22 60 173% 1 2 76% 2 1 4 64 1 2 4 21 25 114% Apr '14 May '14 518 4 60 216 195 21 9 1 MoM % 567 47 4 136% 37 Channel Mar '14 217 520 140% 4 8 37 296 270 20 6 300 7 4 -43% 30 > Formula > Formula > Formula > Simply Measured Instagram User Report 20 & Sum All 10 > Formula > Formula > Simply Measured Instagram User Report & Sum All > Simply Measured Instagram User Report & 0 Sum All > Simply Measured Twitter Customer Service & Sum All Jessica's Posts by Channel Instagram Twitter Facebook Mar '14 Apr '14 May '14 DATA SOURCE 30 25 20 15 10 5 > Formula > Formula 80 60 40 > Formula > 20 Formula 0 Jessica's Posts by Channel Instagram Mar '14 Apr '14 May '14 4 3 2 1 0 Twitter Mar '14 Apr '14 May '14 80 60 40 20 0 Facebook Mar '14 Apr '14 May '14 Engagement per Post 0 Mar '14 Apr '14 May '14 > 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 3 Reports Ratios which combine brand metrics and user engagement metrics make good KPIs Why? So What?
  • 40. While she is posting more to GOAL #2 – ENGAGEMENT Jessica is publishing more 122% Instagram, social However engagement increased significantly…. engagement per post actuaJlleys dsieccal ipnoesdt eMdo leMss on Twitter Facebook posts stayed relatively flat, MoM GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Most recently she has been Social Media Engagement by Channel Post Volume & Engagement Rate KPI / Supporting Metric 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 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Instagram Twitter 4 15 275% 60 240 Facebook 23 10 1 6 -37% 104% 38 2 -80% 400% 0% 7 7 100% -50% 0% 9 11 22% 329 115% 708 644 115% 22 60 173% 1 2 76% 2 1 4 64 1 2 4 21 25 114% Apr '14 May '14 518 4 60 216 195 21 9 1 MoM % 567 47 4 136% 37 Channel Mar '14 217 520 140% 4 8 37 296 270 20 6 300 7 4 -43% 30 20 10 0 publishing more to And Twitter engagement per Jessica's Posts by Channel Instagram Twitter Facebook Mar '14 Apr '14 May '14 30 25 20 15 10 5 80 60 40 20 0 Jessica's Posts by Channel Instagram Mar '14 Apr '14 May '14 4 3 2 1 0 Twitter Mar '14 Apr '14 May '14 80 60 40 20 0 Facebook Mar '14 Apr '14 May '14 Engagement per Post 0 Mar '14 Apr '14 May '14 and more posts MoM Instagram in May… post saw a nice uptick Why? Why? So What?
  • 41. GOAL: To better understand engagement and reach by Social Media channel and post type for optimization opportunities Engagement by Post (Facebook) Engagement by Instagram & Twitter Reach Likes Comments ReTweets 64 11 1 55 8 1 Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge 41 2 (Hood River) 1 Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 40 (0) Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) F/W '14 AasA sneak-peek! #ampersandasapostrophe… 335 #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 … 326 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!… 325 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… 322 Me and baby Jacob :) @brayko (0) Little snippet from the new lookbook! ;) #fw14… 298 BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… 297 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… 292 I think I like this ;) (0) #regram from AJ Ragasa's #photoshoot from a few months back for our FW… 289 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&… 271 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 … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! Love (La Boutique SF ) 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 1 1 37 3 1 37 3 1 38 2 1 30 6 1 37 0 1 28 9 1 31 6 1 36 0 1 31 3 1 30 3 1 32 1 2 GOAL #2 – ENGAGEMENT Why? So What?
  • 42. GOAL #3 – WEBSITE VISITS & CONVERSION % Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Website Visits & Revenue   GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website KPI / Supporting Metric Visits Page Views per Visit Visits per Social Mention Jessica's Posts Conversions Conversion Rate % Revenue $ / Visit $ / Mention 67% Twitter Facebook Instagram 2 Total MoM 11 15 2% 1 1 2% 8% 9% 50% 2% $600 $0 $0 2% $16 $0 $0 2% $300 $0 $0 2% Mentions Conversions 37 11 2 2% 6 7 7 1% 19 1 0 2% Site Traffic & Engagement Revenue 3 Metric Category 2 DATA SOURCE > Web Analytics Tool (i.e. Google Analytics) > Web Analytics Tool (i.e. Google Analytics) Page Views per > Formula (Already pulled this as part of engagement) 6 7 7 Visit > Web Analytics Tool (i.e. Google Analytics) > Web Analytics Tool (i.e. Google Analytics) > Web Analytics Tool (i.e. Google Analytics) 19 0.13 1 Visits per Social Mention Jessica's Posts 2 11 15 Conversion Rate % 9% 8% 50% Instagram Facebook Twitter Website Visits & Conversion Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate  Visits Per Social Mention  Conversion Rate • Website Visits from Social • Page Views per Visit from Social • Conversions • $ Revenue & $ per Social Mention > Formula > Formula > Formula 1 Web Analytics Tool (a few reports)
  • 43. GOAL #3 – WEBSITE VISITS & CONVERSION % Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Website Visits & Revenue   Website Visits & Conversion Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate  Visits Per Social Mention  Conversion Rate • Website Visits from Social • Page Views per Visit from Social • Conversions • $ Revenue & $ per Social Mention GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website KPI / Supporting Metric Visits Page Views per Visit Visits per Social Mention Jessica's Posts Conversions Conversion Rate % Revenue $ / Visit $ / Mention 67% Twitter Facebook Instagram 2 Total MoM 11 15 2% 1 1 2% 8% 9% 50% 2% $600 $0 $0 2% $16 $0 $0 2% $300 $0 $0 2% Mentions Conversions 37 11 2 2% 6 7 7 1% 19 1 0 2% Site Traffic & Engagement Revenue 3 Metric Category 2 Page Views per 6 7 7 Visit 19 0.13 1 Visits per Social Mention Jessica's Posts 2 11 15 Conversion Rate % 9% 8% 50% Instagram Facebook Twitter …. Those Instagram posts drive the least visits back to Jessica posts to Instagram … However the Tweets drive the most Average page view per visit range from 6-7 (good!) Jessica’s site She Tweets the least…. the highest visits per mention Conversion % high for Instagram (fake number – conversions not setup yet)
  • 44. Goal Type GOAL #4 – BRAND EXPOSURE / REACH Goal Description Key Performance Indicator (KPI) Support Metrics GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 Channel 3859% Mar '14 Apr '14 May '14 MoM % 2,522 17,501 2,323 27,846 59% 13,200 25,566 94% 199 4,301 2,280 -47% 2,725 222% 24,529 70% 121% 137 847 2,100 14,400 2,000 11,100 24,500 100 3,300 29 -99% 52 345 302 -12% Twitter Facebook 127 796 1,740 119% TOTAL (Twitter & Facebook) 422 3,101 3,317 7% 323 2,100 1,066 -49% 99 1,001 2,251 125% > Formula > Formula > Formula > Formula > Formula > Sum All – Mentions Reach > Sum All – Mentions Reach > Formula 137 52 847 345 2,725 Mar '14 Apr '14 May '14 302 > Formula > Facebook Insights Twitter Facebook 2,522 17,501 27,846 Mar '14 Apr '14 May '14 Reach Increase brand exposure via a 3% increase in reach per social mention MoM  Reach per Social Mention • Total Reach • Total Organic Reach • Total Viral Reach • Facebook Viral & Organic Reach • Twitter Viral & Organic Reach DATA SOURCE > Facebook Insights 2 Tools 2 Reports
  • 45. GOAL #4 – BRAND EXPOSURE / REACH Goal Type Goal Description Key Performance Indicator (KPI) Support Metrics Reach Increase brand exposure via a 3% increase in reach per social mention MoM  Reach per Social Mention • Total Reach • Total Organic Reach • Total Viral Reach • Facebook Viral & Organic Reach • Twitter Viral & Organic Reach GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 Channel 3859% Mar '14 Apr '14 May '14 MoM % 2,522 17,501 2,323 27,846 59% 13,200 25,566 94% 199 4,301 2,280 -47% 2,725 222% 24,529 70% 121% 137 847 2,100 14,400 2,000 11,100 24,500 100 3,300 29 -99% 52 345 302 -12% Twitter Facebook 127 796 1,740 119% TOTAL (Twitter & Facebook) 422 3,101 3,317 7% 323 2,100 1,066 -49% 99 1,001 2,251 125% 137 52 847 345 2,725 Mar '14 Apr '14 May '14 302 Twitter Facebook 2,522 17,501 27,846 Mar '14 Apr '14 May '14 Increase in reach due to Total reach increased for the second month in a row Twitter Why? So What?
  • 46. GOAL: To better understand engagement and reach by Social Media channel and post type for optimization opportunities Engagement by Post (Facebook) Engagement by Instagram & Twitter Reach Likes Comments ReTweets 64 11 1 55 8 1 Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge 41 2 (Hood River) 1 Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 40 (0) Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) F/W '14 AasA sneak-peek! #ampersandasapostrophe… 335 #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 … 326 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!… 325 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… 322 Me and baby Jacob :) @brayko (0) Little snippet from the new lookbook! ;) #fw14… 298 BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… 297 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… 292 I think I like this ;) (0) #regram from AJ Ragasa's #photoshoot from a few months back for our FW… 289 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&… 271 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 … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! Love (La Boutique SF ) 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 1 1 37 3 1 37 3 1 38 2 1 30 6 1 37 0 1 28 9 1 31 6 1 36 0 1 31 3 1 30 3 1 32 1 2 GOAL #4 – BRAND EXPOSURE / REACH * Date range does not match previous slides
  • 47. MONITOR Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 2,026 46 GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 2 1,740 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 Mar '14 Apr '14 May '14 MoM % 43 84 48 -43% 1,894 1,978 2,026 2% 20 10 17 70% 900 910 927 2% 11 9 9 0% 177 5% 12 65 22 -66% 835 900 922 TOTAL (all Channels) Instagra Instagram Twitter Facebook 100 80 60 40 20 GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate Mar '14 KPI / Supporting Metric Jessica's Posts by Channel Posts Instagram Twitter Facebook Total Engagement Per Brand Post 30 30 Total Engagement 25 Total Instagram Posts by Jessica 4 15 275% 20 20 Instagram Engagement Per Insta. Post 60 38 15 Instagram Engagement 136% 10 10 Instagram 5 Jessica's Posts by Channel New Likes Instagram New Comments 23 Instagram Tweets by Jessica Twitter Engagement Per Tweet Twitter Engagement Twitter 2 1 4 Mentions Twitter ReTweets Twitter Favorites Twitter 9 11 22% 80 60 Instagram 4 3 Twitter 80 60 Facebook 1,740 Facebook Posts by Jessica Facebook 40 2 40 Engagement Per FB Post 64 Facebook Engagement 708 115% 20 1 20 Facebook Likes Facebook Comments Facebook Shares Facebook Instagram 22 60 173% GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 2 Total MoM KPI / Supporting Metric Visits 37 11 2 2% Total Page Views per Visit 6 7 7 1% Total Visits per Social Mention 19 1 0 2% Total Jessica's Posts Conversions Instagram Conversion Rate % Instagram Revenue Instagram $ / Visit Instagram $ / Mention Instagram Site Traffic & Engagement Conversions 11 15 2% $0 2% $16 $0 $0 2% $300 $0 $0 2% Page Views per 0.1 3 Jessica's Posts Conversion Rate % 9% Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 3859% 13,200 25,566 94% 199 4,301 2,280 -47% 137 847 2,100 2,725 222% 24,529 70% 14,400 2,000 11,100 24,500 422 3,101 3,317 7% 323 Mar '14 Apr '14 May '14 Engagement by Post (Facebook) Engagement by Instagram & Twitter Likes Comments ReTweets 64 11 1 55 8 1 50 3 0 48 1 1 42 6 1 41 2 1 40 Reach Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 1 Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) 37 3 1 F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 1 Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 1 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 30 out Tal 6 (0) 1 Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 37 0 1 Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 28 9 1 Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 1 Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 36 0 1 #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 31 snap-out cl 3 (0) 1 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 30 clean / (3 0) 1 So blessed to have had such an amazing show here in New York the past … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 SF ) 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 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% Revenue 3 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Twitter 240 Facebook 1 6 -37% 400% 0% 329 1 2 76% 4 8 37 296 644 115% 1 2 4 104% 10 100% -50% 0% 7 7 2.4% 518 4 60 216 195 21 9 1 567 47 4 159 168 21 25 114% Apr '14 May '14 122% MoM % 2 -80% 37 GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 2,323 Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % Channel 217 520 140% Twitter Facebook Instagram 121% 100 3,300 29 -99% Mentions 1 2% 27,846 59% 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 0 Mar '14 Apr '14 May '14 m 27% Twitter 17% Faceboo k 56% 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 Engagement per Post 6 7 7 Visit 19 1 Visits per Social Mention 2 11 15 8% 50 % Instagram Facebook Twitter 0 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 Total Fans & Followers Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post Δ MoM 83% PTG 114% Visits per Social Mention Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859% Social Media Performance | May 2014 -------------------------------------- Ampersand As Apostrophe Total Fans & Followers 2,026 Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post 46 Δ MoM 83% PTG 114% Visits per Social Mention 2 Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859%
  • 48. RECAP 01. Goals 02. KPIs 03. Tools 04. Data 05. Insights 08. Repeat 07. Monitor 06. Optimize Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 2,026 46 GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 2 1,740 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 Mar '14 Apr '14 May '14 MoM % 43 84 48 -43% 1,894 1,978 2,026 2% 20 10 17 70% 900 910 927 2% 11 9 9 0% 177 5% 12 65 22 -66% 835 900 922 TOTAL (all Channels) Instagra Instagram Twitter Facebook 100 80 60 40 20 GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate Mar '14 KPI / Supporting Metric Jessica's Posts by Channel Posts Instagram Twitter Facebook Total Engagement Per Brand Post 30 30 Total Engagement 25 Total Instagram Posts by Jessica 4 15 275% 20 20 Instagram Engagement Per Insta. Post 60 38 15 Instagram Engagement 136% 10 10 Instagram 5 Jessica's Posts by Channel New Likes Instagram New Comments 23 Instagram Tweets by Jessica Twitter Engagement Per Tweet Twitter Engagement Twitter 2 1 4 Mentions Twitter ReTweets Twitter Favorites Twitter 9 11 22% 80 60 Instagram 4 3 Twitter 80 60 Facebook Facebook Posts by Jessica Facebook 40 2 40 Engagement Per FB Post 64 Facebook Engagement 708 115% 20 1 20 Facebook Likes Facebook Comments Facebook Shares Facebook Instagram 22 60 173% GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 2 Total MoM KPI / Supporting Metric Visits 37 11 2 2% Total Page Views per Visit 6 7 7 1% Total Visits per Social Mention 19 1 0 2% Total Jessica's Posts Conversions Instagram Conversion Rate % Instagram Revenue Instagram $ / Visit Instagram $ / Mention Instagram Site Traffic & Engagement Conversions 11 15 2% $0 2% $16 $0 $0 2% $300 $0 $0 2% Page Views per 0.1 3 Jessica's Posts Conversion Rate % 9% Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 3859% 13,200 25,566 94% 199 4,301 2,280 -47% 137 847 2,100 2,725 222% 24,529 70% 14,400 2,000 11,100 24,500 422 3,101 3,317 7% 323 Mar '14 Apr '14 May '14 Engagement by Post (Facebook) Engagement by Instagram & Twitter Likes Comments ReTweets 64 11 1 55 8 1 50 3 0 48 1 1 42 6 1 41 2 1 40 Reach Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 1 Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) 37 3 1 F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 1 Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 1 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 30 out Tal 6 (0) 1 Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 37 0 1 Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 28 9 1 Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 1 Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 36 0 1 #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 31 snap-out cl 3 (0) 1 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 30 clean / (3 0) 1 So blessed to have had such an amazing show here in New York the past … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 SF ) 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 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% Revenue 3 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Twitter 240 Facebook 1 6 -37% 400% 0% 329 1 2 76% 4 8 37 296 644 115% 1 2 4 104% 10 100% -50% 0% 7 7 2.4% 518 4 60 216 195 21 9 1 567 47 4 159 168 21 25 114% Apr '14 May '14 122% MoM % 2 -80% 37 GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 2,323 Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % Channel 217 520 140% Twitter Facebook Instagram 121% 100 3,300 29 -99% Mentions 1 2% 27,846 59% 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 0 Mar '14 Apr '14 May '14 m 27% Twitter 17% Faceboo k 56% 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 Engagement per Post 6 7 7 Visit 19 1 Visits per Social Mention 2 11 15 8% 50 % Instagram Facebook Twitter 0 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 Total Fans & Followers Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post Δ MoM 83% PTG 114% Visits per Social Mention Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859%
  • 49. RECAP Tie Actionable KPIs to Meaningful Goals (SMART) Always be asking “Why?” (5 Times Method) Start with 1 Goal & 1 KPI Choose the Reporting Tool that Works for You Monitor Regularly, Optimize and Repeat! Ampersand Social Media Performance | May 2014 -------------------------------------- As Apostrophe 2,026 46 GOAL: To grow an engaged social media community, at a 2% increase in total fans & followers MoM 2 1,740 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 Mar '14 Apr '14 May '14 MoM % 43 84 48 -43% 1,894 1,978 2,026 2% 20 10 17 70% 900 910 927 2% 11 9 9 0% 177 5% 12 65 22 -66% 835 900 922 TOTAL (all Channels) Instagra Instagram Twitter Facebook 100 80 60 40 20 GOAL: To maintain a social media engagement level averaging 40 per social mention per month (likes, comments, shares, mentions) Social Media Engagement by Channel Post Volume & Engagement Rate Mar '14 KPI / Supporting Metric Jessica's Posts by Channel Posts Instagram Twitter Facebook Total Engagement Per Brand Post 30 30 Total Engagement 25 Total Instagram Posts by Jessica 4 15 275% 20 20 Instagram Engagement Per Insta. Post 60 38 15 Instagram Engagement 136% 10 10 Instagram 5 Jessica's Posts by Channel New Likes Instagram New Comments 23 Instagram Tweets by Jessica Twitter Engagement Per Tweet Twitter Engagement Twitter 2 1 4 Mentions Twitter ReTweets Twitter Favorites Twitter 9 11 22% 80 60 Instagram 4 3 Twitter 80 60 Facebook Facebook Posts by Jessica Facebook 40 2 40 Engagement Per FB Post 64 Facebook Engagement 708 115% 20 1 20 Facebook Likes Facebook Comments Facebook Shares Facebook Instagram 22 60 173% GOAL: Drive a 3% increase in website visits per social mention MoM and maintain/increase an XX% Conversion Rate Social Media Traffic & Revenue by Channel (May 2014) Social Media Traffic, Engagement & Conversion Drivers to Website 2 Total MoM KPI / Supporting Metric Visits 37 11 2 2% Total Page Views per Visit 6 7 7 1% Total Visits per Social Mention 19 1 0 2% Total Jessica's Posts Conversions Instagram Conversion Rate % Instagram Revenue Instagram $ / Visit Instagram $ / Mention Instagram Site Traffic & Engagement Conversions 11 15 2% $0 2% $16 $0 $0 2% $300 $0 $0 2% Page Views per 0.1 3 Jessica's Posts Conversion Rate % 9% Social Media Reach by Channel Reach per Mention by Channel Total Facebook and Twitter Reach KPI / Supporting Metric 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 3859% 13,200 25,566 94% 199 4,301 2,280 -47% 137 847 2,100 2,725 222% 24,529 70% 14,400 2,000 11,100 24,500 422 3,101 3,317 7% 323 Mar '14 Apr '14 May '14 Engagement by Post (Facebook) Engagement by Instagram & Twitter Likes Comments ReTweets 64 11 1 55 8 1 50 3 0 48 1 1 42 6 1 41 2 1 40 Reach Jessica's Facebook Posts Jessica's Instagram & Tweets That's a wrap! And what a wonderful wrap it is :) Thank you so much yo… 1,236 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… 590 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… 570 #regram from @ajragasa #photoshoot from a few months back for our FW14 Lookbook! (Cave Studios) Emmanuelle Chriqui "Sloan" from Entourage (moving coming soon!) using … 443 Pretty much in love with this #ampersandasapostrophe / #ragandbone / #vince / #c (eg page san marino) Set up complete! Show starts tomorrow!… 365 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… 361 View from the cabin - doesn't get better than this. #hoodriver #thecolumbiagorge (Hood River) Shaping up and shipping out #springstoreorders… 343 Style runs in the family. Thank you, Grandma Eleanor! Love you Xx #gramswithstyl 1 (0) 1 Feeling so incredibly lucky to be meeting with the accessories editor … 339 Little calf-hair clutch action. You like? (0) 37 3 1 F/W '14 AasA sneak-peek! #ampersandasapostrophe… #regram from @adria_civ That's a real deal regram. #goodtags #goodbags 37 #thatshou 3 (0) 1 Don't miss our SAMPLE SALE today at Hilliard's Beer in Ballard. We're … Our new suede treatment is the bombbbb! #whereissnickinthispic #studiopup 38 #bags 2 (AasA studio) 1 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 30 out Tal 6 (0) 1 Look whos back... Our Buffalo Half Totes in oxblood and ink are now av… Me and baby Jacob :) @brayko (0) 37 0 1 Little snippet from the new lookbook! ;) #fw14… BAGZZZZZ #bagzzzzz #ampersandasapostrophe #doinit (AasA studio) 28 9 1 Emmanuelle Chriqui in our fav look - all black with #AmpersandAsApostr… Loving these new shots from mini shoot with Jason - the guy who's responsible 31 fo 6 (0) 1 Second magazine meeting. Cosmo's accessories editor was so great! Look… I think I like this ;) (0) 36 0 1 #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 31 snap-out cl 3 (0) 1 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 30 clean / (3 0) 1 So blessed to have had such an amazing show here in New York the past … 265 #AmpersandAsApostrophe now at @laboutiquesf La Boutique in San Francisco!! 32 Love 1 (La Boutique 2 SF ) 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 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% Revenue 3 TOTAL (all Channels) 23 28 22% 25 46 83% 576 1,282 123% Twitter 240 Facebook 1 6 -37% 400% 0% 329 1 2 76% 4 8 37 296 644 115% 1 2 4 104% 10 100% -50% 0% 7 7 2.4% 518 4 60 216 195 21 9 1 567 47 4 159 168 21 25 114% Apr '14 May '14 122% MoM % 2 -80% 37 GOAL: Increase brand exposure via a 3% increase in reach per social mention MoM 2,323 Instagram Twitter Facebook Mar '14 Apr '14 May '14 MoM % Channel 217 520 140% Twitter Facebook Instagram 121% 100 3,300 29 -99% Mentions 1 2% 27,846 59% 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 0 Mar '14 Apr '14 May '14 m 27% Twitter 17% Faceboo k 56% 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 0 Mar '14 Apr '14 May '14 Engagement per Post 6 7 7 Visit 19 1 Visits per Social Mention 2 11 15 8% 50 % Instagram Facebook Twitter 0 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 Total Fans & Followers Δ MoM 2% PTG (Pace to Goal) 122% Social Engagement per Brand Post Δ MoM 83% PTG 114% Visits per Social Mention Δ MoM 2% PTG 67% Reach per Social Mention Δ MoM 119% PTG 3859%
  • 50. 50 THANK YOU! https://www.linkedin.com/in/bansipatel https://twitter.com/bansi e Bansi.patel@gmail.com QUESTIONS?

Editor's Notes

  1. Hi everyone, thank you for joining today to discuss social media metrics and KPIs.
  2. My name is bansi patel and for the past three years, I’ve been consulting with bing ads and Microsoft advertising managing their web measurement program across the global search and display websites. My work involves Website and social media analytics tagging, reporting and insights and testing and optimization I was based out of Seattle for the past six years, but was able to move back to Boston, MA last month and am thrilled to be home.
  3. Today, we’ll start by meeting Jessica, a small business owner who we use as an example throughout the presentation. We’ll discuss what’s needed to kickoff a social media insights program, including goals, KPIs, tools, pulling data and insights and optimization, and see how it all ties together to output a scorecard And then we’ll end for questions
  4. Jessica park is a friend of mine from seattle… a handbag…
  5. Jessica came to me and wanted to
  6. Here’s a recent post from Jessica on Facebook
  7. Here’s a recent post on Instagram
  8. Hopefully that was a helpful overview of what Jessica is doing on social today. Now the eight step process which I used to help Jessica kick off her social media insights program looks like this.
  9. It starts with creating goals
  10. And KPIs which map back to each goal
  11. Choosing the right social media monitoring tool
  12. Gathering data
  13. Generating insights
  14. Using the insights to make recommendations and optimize
  15. monitoring the results
  16. And repeating and refinining the process
  17. The first thing we’ll look at is how to create good social media goals
  18. Here is the SMART set of criteria which helps us set meaningful goals. The first one here, Getting specific goals is one of the most important piece of goal creation in my opinion.
  19. We used the SMART criteria when creating Jessica’s new goals.. They fall within four different categories. First is fans and followers… second is
  20. Once we have a set of goals we feel good about, we can move into creating KPIs…
  21. Key Performance Indicators and KPIs are…
  22. We have our goals… The first KPI we want to track is fans and followers… Supporting metrics are a set of metrics which need to be tracked in order to build the KPIs. We need them to dig in to our data, segment and slice and dice our numbers, and really help us answer the so “what”, and “why” as we’re trying to see how each KPI impacts the bottom line. We go into detail and look at examples for all of these shortly.
  23. Moving into Tools. the first one we’ll look at is Simply Measured, the second is Sum All. there are hundreds of social media monitoring tools out there. The two tools which we look at today are completely free, and they just are great tools which really get you a lot.
  24. I used only three reports to pull quite a few engagement and reach metrics which you’ll see shortly.
  25. That wraps us the piece on tools… We could spend hours on it, so I really wanted to jump into the data and insights now and dig into our KPIs. I encourage you to try out both tools and figure out which one gets you the data you need, and which one works for you. They are both very different, but they really seem to be great tools.
  26. Ask the question “Why?” five times successively, the root cause will present itself by the 4th or 5th Why. Data based insights should be actionable. If you can’t do anything with the learnings, it might not be something worth tracking
  27. Keep in mind the process to help kick off your social media insights program