analytics and metrics in social media - dr. srinidhi chidambaram

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

Facebook

Fans 25000 40000 100000

Twitter

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