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@simonheseltineSouth Beach, May 16th
May 15th 2013
Social Analytics – What are the KPIs that matter?
Simon HeseltineDirector of Audience Development Twitter: @simonheseltine
Presented By:
@simonheseltineSouth Beach, May 16th
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@simonheseltineSouth Beach, May 16th
KPIs that matter
3
TweetsRetweets
CommentsLikes
# FollowersFavorites
# FansShares
@simonheseltineSouth Beach, May 16th
Case Study
4
http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
The publishers with the greatest number of Facebook interactions through October 1, 2012
@simonheseltineSouth Beach, May 16th
KPI’s that matter
5
@simonheseltineSouth Beach, May 16th
Simon HeseltineDirector of Audience Development Twitter: @simonheseltine
May 15th 2013
Social Analytics – What are the KPIs that matter?
Was Presented By:
Thanks
@simonheseltineSouth Beach, May 16th
Other engagement metrics – links shared
7http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Referrals
Source: Hitwise.com
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Timing
When do you push out your content?
• How interesting is your content?
• Where is your audience?
• How timely is your content?
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Timing
When do you try to ‘ping’ it back to the top?
• How well is it performing?
• Was the original timing not right?
• Is this the right time for another portion of your audience?• Different timezone• Different interests
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Frequency
How often do you post?
• Look at your level of engagement for what you have now
• Increase your frequency and see what happens• If it falls, reduce it, otherwise increase it some more
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Action Locations
Where do your social shares happen?• On the page?• Via comments?• On social sites?
Which encourages engagement among your customers?
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Conversions
Which social sites are driving your conversions?
• Total number of conversions
• Percentage of conversions
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Influence
Which is more valuable?
An account with >23.5k followers or one with >13k followers?
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Followers
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Followers
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Value of a Follower/Fan
Lifetime value of a follower / fan
Anticipated revenue based on analytics data per user
@simonheseltineSouth Beach, May 16th
Other engagement metrics – Negatives
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Un-likes
@simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
August 2011Huffington Post passed the 100mm comment milestone
Oct 2012 Passed the 200mm comment milestone
August 2011Huffington Post passed the 100mm comment milestone
May 2013Passed the 250mm comment milestone
@simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
@simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
70% of our comments are replies to other people
Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today.
@simonheseltineSouth Beach, May 16th
• Self selected article of interest– NY Health Exchange
– Romneycare
– Unhinged congressman
– Debt collectors
Other engagement metrics – On Page Comments
• Online survey
• 1351 readers of target sites
• 18+, US only
• Age, gender and geographically balanced
@simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
Number of Fans
BadgesNumber of favorites/
likes/votesSuper user
Geography
Icon
Name
Grammar level
Humor
Adherence to party line
Original article criticism
Relevance
Clarity of thought
Fact-based comment
Links to articles
6%
5%
5%
3%
8%
7%
4%
4%
3%
21%
16%
5%
10%
3%
1%
Community involvement = 19%
Personal identity = 19%
Style = 7%
Relationship to content = 42%
Individual substance = 14%
The Results?
@simonheseltineSouth Beach, May 16th
Community involvement = somewhat important (19%)
Badges 0 Badges -0.251 Badge -0.02More than 1 Badge 0.26Feature not available/not using -0.25
Number of favorites/likes/votes 0 -0.211-5 -0.016+ 0.22Feature not available 0.00
Number of fans 0 -0.281 - 99 -0.08100 - 999 0.061000+ 0.29Feature not available 0.00
Super user Super user / Top commenter -0.11Not Super user / Feature 0.11Feature not available -0.17
Other engagement metrics – On Page Comments
@simonheseltineSouth Beach, May 16th
Personal Identity = somewhat important (19%)
Name Full Name 0.20Username / Nickname 0.00Anonymous -0.20
Geography Specific location 0.23General location 0.12Job/School 0.14Nothing / Feature not available -0.50
Icon Presence Author picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33
Other engagement metrics – On Page Comments
@simonheseltineSouth Beach, May 16th
Relationship to Content = very important (42%)
Adherence to party line Democratic -0.51Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02Libertarian -0.50Non-Partisan/Independent 1.54
Original article criticism Praise -0.99Neutral 0.47Critical 0.53
Relevance Relevant 0.23Little relevancy 0.00Not relevant at all -0.22
Other engagement metrics – On Page Comments
@simonheseltineSouth Beach, May 16th
Engagement metricsFigure out what metrics make sense for your organization
• Engagement• Fan base size• Click throughs• Conversions
Measure – looking for potential anomalies
Test, test and then test some more
@simonheseltineSouth Beach, May 16th
Simon HeseltineDirector of Audience Development Twitter: @simonheseltine
May 15th 2013
Social Analytics – What are the KPIs that matter?
Was Presented By:
Thanks