Interactivity Digital presentation by Simon Heseltine, Director of Audience Development at AOL

1. @simonheseltineSouth Beach, May 16th
May 15th 2013
Social Analytics – What are the KPIs that matter?
Simon Heseltine
Director of Audience
Development
Twitter: @simonheseltine
Presented By:

2. @simonheseltineSouth Beach, May 16th
Slide Header Here

3. @simonheseltineSouth Beach, May 16th
KPIs that matter
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Tweets
Retweets
Comments
Likes
# Followers
Favorites
# Fans
Shares

4. @simonheseltineSouth Beach, May 16th
Case Study
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http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
The publishers with the greatest number of Facebook interactions through October 1, 2012

5. @simonheseltineSouth Beach, May 16th
KPI’s that matter
5

6. @simonheseltineSouth Beach, May 16th
Simon Heseltine
Director of Audience
Development
Twitter: @simonheseltine
May 15th 2013
Social Analytics – What are the KPIs that matter?
Was Presented By:
Thanks

7. @simonheseltineSouth Beach, May 16th
Other engagement metrics – links shared
7
http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/

8. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Referrals
Source: Hitwise.com

9. @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?

10. @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

11. @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

12. @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?

13. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Conversions
Which social sites are driving your conversions?
• Total number of conversions
• Percentage of conversions

14. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Influence
Which is more valuable?
An account with >23.5k followers or one with >13k followers?

15. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Followers

16. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Followers

17. @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

18. @simonheseltineSouth Beach, May 16th
Other engagement metrics – Negatives
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Hide
Hide All Posts
Report Spam
Un-likes

19. @simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
August 2011
Huffington Post passed
the 100mm comment
milestone
Oct 2012
Passed the 200mm
comment milestone
August 2011
Huffington Post passed
the 100mm comment
milestone
May 2013
Passed the 250mm
comment milestone

20. @simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments

21. @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.

22. @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

23. @simonheseltineSouth Beach, May 16th
Other engagement metrics – On Page Comments
6%
5%
5%
3%
8%
7%
4%
4%
3%
21%
16%
5%
10%
3%
1%
Number of Fans
Badges
Number of…
Super user
Geography
Icon
Name
Grammar level
Humor
Adherence to party line
Original article criticism
Relevance
Clarity of thought
Fact-based comment
Links to articles
Community involvement = 19%
Personal identity = 19%
Style = 7%
Relationship to content = 42%
Individual substance = 14%
The Results?

24. @simonheseltineSouth Beach, May 16th
Community involvement = somewhat important (19%)
Badges
0 Badges -0.25
1 Badge -0.02
More than 1 Badge 0.26
Feature not available/not using -0.25
Number of favorites/likes/votes
0 -0.21
1-5 -0.01
6+ 0.22
Feature not available 0.00
Number of fans
0 -0.28
1 - 99 -0.08
100 - 999 0.06
1000+ 0.29
Feature not available 0.00
Super user
Super user / Top commenter -0.11
Not Super user / Feature 0.11
Feature not available -0.17
Other engagement metrics – On Page Comments

25. @simonheseltineSouth Beach, May 16th
Personal Identity = somewhat important (19%)
Name
Full Name 0.20
Username / Nickname 0.00
Anonymous -0.20
Geography
Specific location 0.23
General location 0.12
Job/School 0.14
Nothing / Feature not available -0.50
Icon Presence
Author picture 0.38
Non-human/avatar/cartoon 0.34
no picture (default icon) -0.12
Feature not available -0.33
Other engagement metrics – On Page Comments

26. @simonheseltineSouth Beach, May 16th
Relationship to Content = very important (42%)
Adherence to party line
Democratic -0.51
Counter-Democratic -0.05
Republican -0.45
Counter-Republican -0.02
Libertarian -0.50
Non-Partisan/Independent 1.54
Original article criticism
Praise -0.99
Neutral 0.47
Critical 0.53
Relevance
Relevant 0.23
Little relevancy 0.00
Not relevant at all -0.22
Other engagement metrics – On Page Comments

27. @simonheseltineSouth Beach, May 16th
Engagement metrics
Figure 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

28. @simonheseltineSouth Beach, May 16th
Simon Heseltine
Director of Audience
Development
Twitter: @simonheseltine
May 15th 2013
Social Analytics – What are the KPIs that matter?
Was Presented By:
Thanks