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Enhance your social media dataset to build insightful KPI's

Social platforms offer a highly valuable snapshot of your brand and products health. From prospects to leads, from customers to employees - including enthusiasts and evangelists as well as haters and trolls - the full range of users that learn and interact with your social channels are continuously shaping your brand equity.
What are you looking at to measure and improve your campaign performance?
Looking at the right KPIs, beyond the usual suspects, and thinking of social channels not just as broadcast, amplifier or communication tools, but also as customer feedback and market research platform gives valuable information to improve communication (content, tone of voice, style) and the product portfolio - or at least its perception.

During the presentation, we'll look at how to build a social performance dashboard with actionable insights, easy to understand by different stakeholders. With some little hacks to your dataset, it is possible to explore performance under different points of view, going beyond the usual metrics, by creating new ones and adding more meaning and context to your social media analysis.

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Enhance your social media dataset to build insightful KPI's

  1. 1. Paolo Margari Digital Strategist Social Media Manager @ SWIFT Enhanceyour socialmedia dataset tobuildinsightfulkpi’s
  2. 2. The global provider of secure financial messaging services (have you ever made a bank transfer abroad?) Socialmedia manager@swift Stuff from my past life (still useful nowadays) pHDECONOMICGEOGRAPHY ● In the last 15 years work at British Council (Italy, UK, EU), ManpowerGroup, Conversion Talent (now Ariad), MyMicroInvest (now Spreds) and other clients/employers ● UX certification by Nielsen Norman Group ● Google Ads certification - to renew :) ● Facebook Blueprint ● SEMRush (SEO) Digitalmarketing Digitalpedigree @paolomargari
  3. 3. “Entities should not be multiplied without necessity.” —WilliamofOckham(1287–1347) Occam’srazor
  4. 4. CORE PRINCIPLES TO GET BETTER RESULTS ● ANALYTICS SHOULD BE THE FOUNDATION OF ANY DIGITAL MARKETER ● SIMPLIFY, CUTTING OFF WHAT’S IRRELEVANT (REPORTS, MEETINGS, CALLS, SLIDES) ● MOVE FROM MEANINGLESS TO MEANINGFUL KPI’S ● GO BEYOND STANDARD METRICS ● BEAT COMPETITORS (ALSO) IN TERMS OF KNOWLEDGE ● TEST, TRACK, OBSERVE, LEARN AND TAKE ACTION TO IMPROVE PERFORMANCE
  5. 5. AREYOU STARVING FORMEANINGFUL KPI’S?
  6. 6. Toneofvoice ContentlengtH What’s the most engaging length-range of a post? Are you testing different styles? Today’smenu Funnelstage product What product drives more engagement? Which stage of the funnel is the most successful? Youwon’tgetthisinformationthroughstandardreports
  7. 7. Today we use LinkedIn raw data. Googlesheets The place where to prepare and enrich your dataset. people You and your stakeholders - without people, and their consequent understanding and actions, the entire exercise is pointless. Visualize your KPIs and don’t forget: less is more. INGREDIENTS Googledata studio Socialmedia platforms FREE
  8. 8. From social media platforms Your visualisation playground Build a meaningful measurement plan Create your dataset Analyse, learn, disseminate, take action Categorise the items in the dataset 01 05 03 02 06 04 EXTRACT RAWDATA Linktogoogle data studio Defineyour goals action! Enrichyour dataset Importon googlesheets recipe
  9. 9. EXTRACT RAW DATA FROM A SOCIAL MEDIA PLATFORM In this case a LinkedIn Page
  10. 10. ● IMPORT METRICS ON GOOGLE SHEETS ● ENRICH THE DATASET WITH CUSTOM PREDEFINED CATEGORIES
  11. 11. A fictional story on Google Data Studio: data have been altered, but the dashboard is real.
  12. 12. Behind the scenes
  13. 13. WATCH OUT! A HIGH ENGAGEMENT RATE DOES NOT ALWAYS MEAN SUCCESS (BUT HELP TO INCREASE MORE USERS ORGANICALLY = SOCIAL REACH) ● COMMENTS: THEY CAN BE NEGATIVE (MONITOR AND REPLY) ● CLICKS: FOR POSTS WITH MANY IMAGES IT CAN BE NORMAL ● CLICKS TO LINK: WHAT’S THE BOUNCE RATE ON THE LANDING PAGE? ● VIDEO VIEWS: WHAT’S THE COMPLETION RATE? ● SHARES: ARE YOU RUNNING ANY AMBASSADOR PROGRAMME OR IS A SPECIFIC DEPARTMENT MORE ENTHUSIAST THAN OTHERS? ● LIKES: ARE THEY NEGATIVE? (ON FACEBOOK SAD OR LAUGH EMOTICONS)
  14. 14. ANYQUESTIONS?
  15. 15. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik. THANKS Get in touch! paolomargari.eu @paolomargari

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