Understanding Social Media Metrics and KPIs. Download the PPT slides with animation here: http://bansi.me/2014/09/05/media-bistro-understanding-social-media-metrics-and-kpis/
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
Hi everyone, thank you for joining today to discuss social media metrics and KPIs.
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.
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
Jessica park is a friend of mine from seattle… a handbag…
Jessica came to me and wanted to
Here’s a recent post from Jessica on Facebook
Here’s a recent post on Instagram
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.
It starts with creating goals
And KPIs which map back to each goal
Choosing the right social media monitoring tool
Gathering data
Generating insights
Using the insights to make recommendations and optimize
monitoring the results
And repeating and refinining the process
The first thing we’ll look at is how to create good social media goals
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.
We used the SMART criteria when creating Jessica’s new goals.. They fall within four different categories. First is fans and followers… second is
Once we have a set of goals we feel good about, we can move into creating KPIs…
Key Performance Indicators and KPIs are…
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.
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.
I used only three reports to pull quite a few engagement and reach metrics which you’ll see shortly.
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.
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
Keep in mind the process to help kick off your social media insights program