20 Essential KPIs to
Optimize your Social Media’s
ROI
July 27th, 2017
20 Essential KPIs to Optimize
Your Social Media ROI

SPEAKER
Christine Carzo
Marketing Director
Digimind

DISCOVER:
● How to build effective KPIs for your social media strategies
● 10 rules for developing your KPIs
● 20 essential KPIs for you to measure your social media ROI
● How to design and use dashboards for your KPIs

TURN INSIGHTS INTO ACTIONS
@digimindci

OUR VISION
Insight-Driven is the Next Shift
to Digital Transformation
“Insights-driven companies will grow at
least 8 times faster than global GDP”

THEY RELY ON

CAMPAIGN EXECUTION
STRATEGIC PLANNING
ANALYSIS
Digimind Social Vision: Transform data into actionable
insights at each stage of the marketing process
Campaigns
Competitors
Market
Segmentation
Marketing Mix
Messaging
Reach
Amplify
Convert

procès
How to Build Effective KPIs

What Are KPIs?
Key Performance Indicators are
measurable indicators that help make
decisions.
- Analyzed on a weekly, monthly or
quarterly basis.
For Marketing→ Define the criteria taken into account
when measuring the effectiveness of global marketing
actions, a communication campaign, or a specific action
(PR, influencer marketing, etc.)

First: Define Your Objectives
Before developing your KPIs, define your goals.
What are the objectives you wish to achieve through your
digital actions?
- Improve brand reputation
- Become a thought leader
- Drive lead generation
- Detect influencers and ambassadors
These objectives must be derived from the global
marketing strategy!

10 Rules to Develop Your KPIs
Locate your function and actions within this funnel =
better clarify your objectives and therefore your KPIs
#1
Place yourself in the marketing funnel

10 Rules to Develop Your KPIs
#2
Quantified performance indicators = Effectively set, evolve,
and carry out your goals, both in the short and long term
KPIs are your friends
#3 There’s no right or wrong
These are your KPIs, they should match your goals and needs

10 Rules to Develop Your KPIs
Closely match your daily activity and working patterns
#4 Personalize
#5
Think qualitative
Add context to your KPIs

10 Rules to Develop Your KPIs
Analyze beyond performance - Predict the performance of
future actions (predictive) but also to improve all the
processes (prescriptive)
#6
Analyze
#7
Think “Reference”
KPIs with a reference base can help set your objectives and
thus improve the relevance and legitimacy of the KPI

10 Rules to Develop Your KPIs
When you use the right tools, you can automate the data
collection and metrics generation for many marketing activities
#8
Use measuring tools to analyze your data
#9
Select the right KPIs
Too many KPIs defeats the point of a KPI

10 Rules to Develop Your KPIs
Digital marketing is constantly evolving, your KPIs should too#10
Evolve KPIs over time

20 Essential KPIs for your
Social Media ROI

5 Key Objectives

Brand Awareness KPIs

Brand Awareness KPIs
Objective:
Develop the awareness of your products and brand online and on social media
Tactics:
Invest in Facebook and Twitter Ads, develop partnerships, etc.
KPIs should show:
- Level of brand recognition on social media
- Audience sentiment toward your messaging
- Your brand reach
- Your audience reach compared to competitors

Brand Awareness: Essential KPIs
MentionsImpressions Reach Traffic
Share of
Voice

Personalization Possibilities: Targeted
Geographical
- Country
- Regions
- City
- District
Demographic
- Gender
- Age
- Center of interest

Community Development KPIs

Community Development KPIs
Objective:
Develop your target audience community on social networks
Tactics:
Speak directly with fans, followers and subscribers to share and promote ideas
KPIs should show:
- The importance of different social channels to your online community
- The growth of your online community on different social channels
- Your share of voice in “owned media” vs those of your competitors

Community Development: Essential
KPIs
Shares per
Channel
Online
Community
Size
Growth of
Online
Community
Traffic
Share of
Voice

Engagement KPIs

Engagement KPIs
Objective:
Build relationships and demand among your target audiences to develop
brand ambassadors
Tactics:
Push high quality content, newsjacking, boost the visibility fan base posts
and comments, etc.
Analyze to find out:
The links and interactions with your audience and your online communities

Engagement KPIs: The Essentials
Engagement
Volume
Engagement
Development
Engagement
Rates

As Well As
Hashtag Performance
Number and growth statistics of hashtags citing your brand, related to your brand, number of official
re-posts of your campaign(s)/event(s) hashtags.
Influencer Performance
Influence Score of your fans and
subscribers

Client Satisfaction KPIs

Client Satisfaction KPIs
Objective:
Improve the perception of your brand + product satisfaction
Tactics:
Improve customer support responses via social
Create case studies, success/innovation stories and share them on social
KPIs should show:
The perception of your brand, products and actions held among your consumers
and online users

Client Satisfaction KPIs: The Essentials
Sentiment
Change Over
Time
Brand
Mentions
Sentiment
Number of CS
Issues
Resolved
Customer
Response
Time

Lead Conversion KPIs

Lead Conversion KPIs
Objective:
Convert social media community into quality business sales leads
Tactics:
Push targeted, high quality, gated content, offer free trials or product
samples, reach out directly to social users expressing a need and offer a
solution
KPIs should show:
Volume and percentage of leads are originating from social media?
(sponsored messages or organic)

Lead Conversion KPIs: The Essentials
:
Lead volume
Growth rate of leads
from social

KPI Dashboards
2

How Should They Be Organized?
1. Social Media dashboards organized by channel type:
Paid, Earned & Owned Media

2. Dashboard organized according to your social media
marketing funnel phases
Brand Awareness > Community Growth > Engagement > Customer Satisfaction > Lead Conversion
How Should They Be Organized?

3. Market/regional dashboard
How Should They Be Organized?

Conclusion
The importance of social media continues to grow at every stage of the
marketing funnel. The key for marketers to show success in social will be
to turn vast amounts of data into actionable insights. Here’s how:
1. Establish the right KPIs to measure performance
2. Utilize the right tools to analyze data and create insights
3. Prove the true ROI based on unique objectives

Q&A
Christine Carzo
Marketing Director
Digimind

20 Essential KPIs to
Optimize your Social Media’s
ROI
July 27th, 2017
20 Essential KPIs to Optimize
Your Social Media ROI
Thank You!