1. KPIs for social media A online community-based presentation Presented by: Stuart Hall Community consultant [email_address]

2. Strategic use of KPIs

3. What make good KPIs?

• Communities are part of moving from transactions to relationships where relationships help drive transactions

• So balancing quantitative with qualitative is essence of community building value from conversations and traffic

• But what does this mean in KPI terms, how can this help as a tool?

• As its simplest to make sure wherever possible for each objective there is a quantitative and qualitative metric to strike the right balance

4. Harnessing the power of conversation

5. The value of conversations?

• The best contributions to community will be those that publicly impact on your content, processes or products.

• Your business needs to be seen to be part of the conversations, and seen to be responding to people on an individual basis; its part of achieving the objective of a professional social networking community with a strong value proposition.

6. The balanced scorecard approach

7. KPI objectives - examples

• Financial

• Demonstrating ROI on investment in your community

• Increasing the number of (engaged) users

• Increasing membership recruitment, retention and renewal

8. KPI objectives - examples

• Customer

• Providing communities where your members can network with their peers

• Providing communities where members can create and share their own content

9. KPI objectives - examples

• Internal business processes

• Creating synergy between online and physical events using social media tools

• Being flexible and nimble in supporting collaborative community activity and capitalising on opportunities as they arise

• Adding value to member generated content

10. KPI objectives - examples

• Internal learning and growth

• Understanding of latest community techniques to gain greater engagement

• Embed community KPIs within business-wide objectives and target setting

• Awareness of internet developments, and ability to distinguish which are important, which we should exploit, and which we should reproduce

• Plan and budget for review/development of online community functionality and content

11. The KPI model for performance

• If your objective is i ncreasing the number of (engaged) users

• What would the metric or measure would be?

• Quantitative: number of discussion threads

• Qualitative: number of discussion threads where there has been an active discussion

• 2. Target?

• 3. Results?

• 4. Ownership & action?

12. Four step process examples

13. Your community KPIs need to be:

• Aligned with the business

• Both quantitative and qualitative

• Actionable there needs to be action according to results, with ownership

14. KPIs drive your success! Abacus image by mint imperial .