Date post: | 16-Apr-2017 |
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ANALYTICS AND METRICS IN SOCIAL MEDIA
By Dr Srinidhi Chidambaram,VP, Digital communications Apollo hospitals
200 million global visitors
Every minute – 30 Hrs worth of new video uploaded
If Facebook was a country. Population? > 850 million!
The number of blogs worldwide is > 200 million. Growing at the rate of
nearly 900,000 a day!
FOR EVERY ACTION , THERE IS AN EQUAL AND OPPOSITE REACTION AND A SOCIAL MEDIA OVERREACTION.
DYNAMICS OF SOCIAL MEDIA
Monitoring a social media programme
PLANNING
GOALS
TARGETS
APOLLO AND SOCIAL MEDIA
MEASUREMENT • 3 LAYERS OF MEASURES • LAYER 1 – THE PERFORMANCE OF SOCIAL MEDIA INITIATIVES• LAYER 2- LISTENING MEASURES • LAYER -3- ORGANISATIONAL
PROCESS MEASURES RELATED TO SOCIAL MEDIA
LAYER 1 MEASURING INITIATIVES
LAYER 1 –MEASURING OUT PUT KPIS
OUTPUT KPIS
Q1 Q2 Q3
Fans 25000 40000 100000
Followers 1000 4000 7000
You Tube
Views 25000 50000 100000
App –mobile emergency app
Downloads 100 500 1500
Forums
Members 1000 5000 10000
MORE INDEPTH MEASURES
Some terms decoded • Total Likes: The number of unique people who like your
Page as of the last day of your selected date range.• People talking about it : Likes +Comments+Shares • Likes, comments on, or shares your Page post• Answers a question you've asked• Responds to your event• Mentions your Page• Tags your Page in a photo• Checks into or recommends your Place
• Total Reach: The number of unique people who have seen any content associated with your Page (during your selected date
• Engaged user- One who clicks on a post • Virality – Talking about this divided by Reach expressed as
a percentage .• Receptivity : No of times a person saw the post
LAYER 2 SOCIAL MEDIA AND LISTENING
We need to find a way to determine the real sentiments of the message: what is the polarity of the sentiments monitored and
can they be categorised?
•Accurately assessing the sentiments of language nuanced with tone, humour ("ROFL"), irony and all the other manifold
distinctions of human emotions, as well as the misspelling and abbreviations, that are typical of social media use, is an evolving
field.
Social Media Monitoring Process
Layer 4 ORGANISATIONAL PROCESS MEASURES
RELATED TO SOCIAL MEDIA
• Traffic to website • Queries generated per
platform , tracking organisational response
• Customer complaints/comments addressed ,resolved by organisation
• Impact on customer satisfaction
PLATFORM ACHIEVEMENT
FACEBOOK 11,75,000 FANS SECOND LARGEST IN THE WORLD AMONG HOSPITALS
TWITTER 4800 + FOLLOWERS
YOU TUBE 1,70,000 VIEWS
BLOG ABOUT 4 LAKH VIEWS
MOBILE APP 1200 DOWNLOADS WITHIN 3 WEEKS
VIRTUAL BLOOD NETWORK OVER 6000 MEMBERS IN A MONTH
APOLLO ON SOCIAL MEDIA
TOUCHING A MILLION LIVES..
THANK YOU