1. Social
Media
Marketing
Executive Presentation

2. Social Media- Back to
Basics
• It all comes down to one thing: does the metric help you
make decisions?
• When you see the metric, do you know what you need to
do?
• For my team, the answer is YES.
• We will add comments to our dashboard to note what we
will do to improve a particular metric and any relevant
insights.

3. Why Daily KPI’s Don’t
Make Sense for
Social Media
• A single post has longer than a single day lifespan.
• It may take a week or more for something to go viral or
pick up in popularity… sometimes never .
• Additionally, our content is hosted on our profiles forever
or until we take it down.
• A post may continue being engaged with for as long as it
is hosted on our profile.
• Day to day just doesn’t make sense for us.

4. Barrier to
Understanding
• There are lots of different social media websites.
• Each website has their own name for metrics.
• We know that is confusing and frustrating.
• Don’t despair… we are here to help.
• We are proposing a new, easier way to understand social
media metrics.

5. Types of Metrics
• Consumption metrics: How many people viewed,
downloaded, or listened to this piece of content?
• Sharing metrics: How resonant is this content, and how
often is it shared with others?
• Audience metrics: a comparison of your audience last
week to your audience last month, last year, etc.

6. Conversation rate
This is simply the number of conversations per social media
post. On Facebook, Google+, and LinkedIn, this would be
comments. On Twitter, it’s replies.

7. Applause Rate
This accounts for the various ways a user can promote a
post on different networks—Favorites, Likes, +1s, etc.

8. Engagement VS
Reach
• Unpaid reach is declining for everyone
• Discouraging since it is the #1 stat that Facebook most
prominently displays in its Insights reports.
• What does reach tell us anyway?
• The number of people who see your post in their timeline
• Reach is calculated by a Facebook algorithm that seeks to
show Facebook users the content they most want to see.

9. Why Engagement is
Better
• Instead of chasing reach, engagement is a better
alternative.
• That’s 1 of the theories we’re planning to testing out.
• Are we better off with a post that reaches far and wide or a
post that is incredibly meaningful to a smaller number of
people?

10. Social Experiment
• In some ways, it’s a paradoxical question.
• Engagement is part of the reach algorithm.
• When someone clicks, shares, or comments on an update,
Facebook takes that as a hint that the user wants more
content from that page.
• In this sense, focusing on engagement may very well lead
to a larger reach organically.
• It’s an experiment we’re excited to try

11. Amplification Rate
This measures the number of reshares or retweets on
average for each post.

12. Pick: Clicks VS
Shares
• Clicks tell us that the headline is interesting and helpful
on an individual level. Someone reads the headlines and
wants to know more about the story. In general, this is our
No. 1 metric to determine the headline winner.
• Shares tell us that the headline is interesting enough to
share with all of someone’s followers. This is a substantial
compliment and one that speaks to the virality of the
headline.
• So in some ways, clicks vs. shares comes down to
individual appeal vs. mass appeal.

13. Audience Growth
Rate
A comparison of your audience last week to your audience
last month, last year, etc.

14. Summary
• Each Brand (Dr. Amen, Tana, BFL, MindWorks, Amen
Clinics)
• Each Profile (Facebook, Twitter, Pinterest, Instagram,
YouTube, Tumblr, & PodCasts)
Will each have the same 4 KPI metrics:
• Conversation
• Amplification
• Applause
• Audience Growth (WOW, MOM, YOY)

15. Questions So Far?
There are no stupid questions.

16. Blog Metrics
• We value email subscribers so highly because these folks
have given us permission to contact them directly.
• It’s a huge privilege to be invited into the inbox and a
great opportunity to share content and announcements
that we know they’ll love.
• That’s why unsubscribes are so damaging and indicate
that we need to change our strategy ASAP
• Open rates indicate how appealing our content is and how
engaged our users that stay subscribed are.

17. Blog Metrics
Continued
• We value unique visits, too, for the awareness they
provide in regards to our products, our culture, and our
social media influence.
• We trust it’s a good first impression that these new
visitors make and that they’ll return, eventually, as
customers.

18. Summary
• Each Blog (Dr. Amen, Tana, BFL, MindWorks, Amen
Clinics)
Will each have the same 3 KPI Metrics
• New Subscribers
• Unsubscribes
• Unique Visits
• Open Rates

19. Questions?
There are still no stupid questions.

20. Executive Decision
• Do these metrics tell you what you need to know about
our company’s social media marketing efforts?
• If so, we will start reporting on these, effective
immediately.
• If not, what is lacking?

21. Presentation of KPI’s
Check Yes or NO
Do you want charts? YES OR NO
• Week Over Week?
• Month Over Month?
• Year Over Year?
• How do you want team notes? YES OR NO
• Only on Google Spreadsheets
• A printed word doc from Mark each week?
• Alternative Suggestions?

22. Presentation of KPI’s
Continued
• We host our dashboard on Google Spreadsheets so
several team members can add in their own KPI’s from
different locations
• Does every executive team member want/ need access to
this dashboard?
Should I export and submit a weekly file via:
• E-Mail?
• Basecamp?
• Print and give it to Mark to give to you?
• Alternative Suggestions?

23. Thank You
If you have any ongoing questions please feel free to reach
out to our social team.
•Bianca Cirimele (bcirimele@amenclinic.com)
•Sarah Reynolds (Sreynolds@amenclinic.com)
•Matt Collaco (MCollaco@amenclinic.com)