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Communications & Social Media Measurement:
KPIs, Benchmarks and Influence
France Business School Poiters: 16.04.2013
Speaker: Sebastian Majewski
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Communication and Social Media Measurement
Introduction into Social Media Monitoring
The Age of Evidence-based Communication
Key Performance Indicators, Benchmarks and Influence
Important Measures to include in your Methodology
Social Media Reporting
Making Sense of Big Data and enabling informed decisions
The Social Organization
Social Media impacts various Processes and Departments
Engagement and Community Management
Building Relationships and Collaborating with Super Fans
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Communication and Social Media Measurement
Key Performance Indicators
Indicators that matter
Benchmark
First the data, then the story
Influence
How to determine influence
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Key Performance
Indicators
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Dialogue KPI #1: Share Of Voice
Share of Voice is the relative percentage of brand mentions in social channels (i.e., articles, blogs,
comments, Tweets, videos, etc.) among a competitive set. Share of Voice is a competitive
intelligence metric and will be monitored over time.
Additionally, Share of Voice should be segmented by channel to identify which social channels
have the greatest impact.
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Dialogue KPI #2: Audience Engagement
Audience Engagement is the proportion of visitors who participate in a specific event-driven
initiative by contributing comments, sharing or likes & votes.
Expectations for engagement will vary based on view count and readership, yet baseline metrics
can be established. Audience Engagement should be tracked over time to understand the normal
volume of dialog within a specific channel.
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Dialogue KPI #3: Share of conversation
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Dialogue KPI #3: Conversation Reach
Conversation Reach is the number of unique visitors who participate in a specific issue or topic
conversation across one or more social media channels. When calculating Conversation Reach,
the first challenge is identifying the scope of the conversation by associating it with a specific
marketing initiative, a topic and/or keywords.
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How to monitor your
owned media.
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Paid, Owned, Earned Media
Often times a marketing strategy will encompass paid, owned and earned
media. Each medium has its own set of metrics. So where does social media
fit in?
• It might be an advertising campaign (paid),
• a Facebook or Twitter channel (owned) and
• some buzz from media and stakeholders (earned).
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Goal:
Save time with
social media monitoring.
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Source:
www.crowdbooster.com

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Goal:
Report your progress to
senior management
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Crowdbooster.com
Advantages:
• Easy and quick to use tool for regular reporting
• Supports you in engaging with the community
• Helps you to organize and coordinate outreach
Disadvantages:
• Cost: fairly low with 5$ per month for UNICEF
• Only two channels (e.g. Facebook and Twitter channel)
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Generic Measurement:
Reach ■ How many people like you on Facebook?
■ How many people read you Blog?
■ How many people follow you on Twitter?
■ How many people watch your videos?
Engagement ■ How many people comment, like or share your Wall posts?
■ How many people link, comment or quote on your blog-posts?
■ How many people retweet or mention your Tweets?
Influence ■ Is a combined metric based on several attributes you assign to users.
Social & Civic Media Section is developing a measurement framework.
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Smart Objectives
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Know what you want to measure!
Formulate SMART objectives in order to measure. We categorize our
objectives in three groups:
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Example
Tactical objectives: Increase ratio of users who like, share or comment on our
Facebook Posts by 15% between December 2011 until March
2012.
Use Facebook Insights to measure:
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Benchmarks
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Benchmark to campaigns
#KONY2012
#SahelNOW
World Malaria Day
World Immunization
Day
5th Birthday
Lend Your Leg
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Benchmark to “competitors”
March 2012 April 2012
UNICEF 31.9% UNICEF 76.4%
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Influence
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Influencers
User Tweets Retweets
selenagomez 7 31,182
BAP_Bangyongguk 2 1,487
anapastor_tve 23 756
shakira 1 752
Nas 1 643
alo_oficial 2 610
MiaFarrow 25 423
Alyssa_Milano 2 413
KatGraham 1 384
eddieizzard 1 305
bjork 2 258
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Influence: Klout.com Score
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Influence: Kred.com
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Influence: Kred.com
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How to build a lasting
relationship with
influencers?
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Five characteristics for successful engagement:
■ Be real: Talk in a human voice, nurture one-to-on relationships and admit
when you make mistakes.
■ Be relevant: It’s about the community and not your brand. Add value to
discussions.
■ Be practical: Use common technologies, such as Slideshare.
■ Be patient: Relationships take time, don’t start asking for favours.
■ Be active: Engage often and regularly. Offer fresh content.
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Thank you for your attention.
Sebastian Majewski
Impact and Analysis Coordinator
Social and Civic Media Section
Twitter.com/sebmaje
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