#Day - 4

SOCIAL MEDIA ANALYSIS

& REPORTING
 KENALAN DULU YUK SAMA EXPERT!

Rachel Lucya Ellina

Job Profession

Work Experience

● Online Writer at DestinAsian Magazine (2016-2017)

● Sr. Social Media Strategist at RedDoorz (2017-2020)
● Social Media & Influencer Associate at Traveloka (2020-2021)
● Social Media Manager at Sayurbox (2022 - Present)

Fun fact!
I grew up thinking I’d be a reporter, but here I am as a
social media specialist -- going strong for 6 years!
Dari 3 hari ke belakang, dalam membuat strategi
socmed, apa sih unsur paling penting?
 Planning dan Monitoring
Karena dengan monitoring kamu tau kamu berada di titik
mana dan perlu melangkah kemana untuk reach goal yang
kamu punya
WHAT DO
WE LEARN TODAY?
Day 1: Day 3:
Social Media 101 Social Media Planning

Day 2: Day 4:
Social Media Strategy Social Media Analysis & Reporting
 Setelah kita mempelajari

Apa itu Social Media secara umum

Strategi dalam Social Media Organic (Instagram)

Merancang organic objective menggunakan SMART Goals

Planning dalam Social Media Organic (Content Brief dan Editorial Plan)

Analisis dan reporting Instagram organic campaign

 Do you still remember

INSTAGRAM METRICS?
Post Reach Follower Impressions
 AWARENESS CONSIDERATION

To Grow Audience To Maintain Audience

(Followers, Reach, Impressions) (Social Interaction & Clicks)

Followers
The number of people who
followed your account.

Reach
The number of users exposed
to a piece of content
The number of people who
clicked the link you shared
to buy/detailed information
Impressions
The number of times a piece
of content was displayed to
the target audience
 AWARENESS

To Grow Audience
(Followers, Reach, Impressions) What it means for the
business?
Followers
The number of people who
Orang yang bisa beli tapi
followed your account.
belum tau tentang brand

Reach
The number of users exposed
to a piece of content

Impressions Orang yang udah tau tentang brand

The number of times a piece
of content was displayed to
the target audience
 CONSIDERATION

What it means for the To Maintain Audience

(Social Interaction & Clicks)
business?

Orang yang udah tau tentang brand

The number of people who

Orang yang consider untuk beli clicked the link you shared
to buy/detailed information
 Growth Channel Instagram

How can we analyze?

Dari metrics tersebut tidak dibaca mentah, tapi
harus di synthesize satu sama lain untuk
mengetahui perkembangan Instagram kamu

Follower Growth Rate Engagement Rate

Follower Growth Rate

Instagram follower growth rate indicates how fast your followers

count grows and may have a positive or negative value, depending
on the new follows vs. unfollows ratio.

Berdasarkan new follows vs unfollows ratio

Kenaikan jumlah followers tidak bisa dilihat hanya dari angka

kenaikan, tapi dalam bentuk persentase
Contoh Case #1

Followers di IG Brand kamu adalah

In January 500 Followers

Followers di IG Brand kamu bertambah

Early February 50 menjadi 550 Followers

Berarti Growth Rate adalah 10%, Excellent

Contoh Case #2

Followers di IG Brand kamu adalah

In January 5000 Followers

Followers di IG Brand kamu bertambah

Early February 50 menjadi 5050 Followers

Berarti Growth Rate adalah 1%, Stagnan

Engagement Rate

Adalah interaksi yang terjadi antara followers atau

audience dengan konten yang terlibat

Contohnya dari Likes, Comments, Shares, dan Saves

Nah… untuk mengukur Engagement Rate bisa pakai
rumus ini ya!

Engagement Rate

Total Likes Comments

Website Taps Save & Share

Engagement
X 100
Followers

Engagement Rate berfungsi untuk mengetahui apakah konten

yang dibuat sudah sesuai dengan kebutuhan audiens
 Engagement of Reach Rate

Total Likes Comments

Website Taps Save & Share

Engagement
X 100
Total Reach

Engagement of Reach Rate memberikan data yang lebih

spesifik & memperlihatkan jangkauan di luar Followers
 Daily Engagement Rate

Total Likes Comments

Website Taps Save & Share

Engagement per day

X 100
Reach per day

Daily Engagement Rate memperlihatkan fluktuasi aktivitas

audiens setiap harinya
 Engagement of Impression Rate

Total Likes Comments

Website Taps Save & Share

Engagement
X 100
Impressions

Engagement of Impression Rate berguna jika kamu

menggunakan iklan, karena formula ini membantu mengukur
efektivitas konten & potensinya untuk menjangkau banyak orang
Pit Stop!
Any questions so far?
Let’s Try to Analyze
Instagram Ogranic Post Step by Step
Kenapa diperlukan Reporting dalam
Instagram Organic Campaign?

Jawaban simplenya, agar kita tahu performa campaign

yang sudah dijalankan dan bisa menentukan langkah
menentukan strategi selanjutnya
Feed Instagram dari akun
vokraflevelup
Don’t just rely on tools,
Record, and track every achievement, even if it means to do it manually.
Categorize, and look for more info
Group posts as you need, according to funnel & goals, for example…

Monitoring Followers
Total Content based on Pillar Category Significant Increase
Date Followers
Educational 19
8 February 6
Entertainment 6
13 February 12
Inspirational 7 17 February 7
Promotional 3 21 February 5

Dari kategori ini disesuaikan dengan

Marketing Funnel
Search for findings,
Turn data into information
Average performance by funnel
Health check your business

AWARENESS CONSIDERATION
# Followers Engagement rate
Total engagement (likes, comments, shares, saves, clicks) per total posts
Total followers you have during the reporting period

Avg impressions Avg likes

Total likes in a reporting period per total posts
Total impression in a reporting period per total posts

Avg reach Avg comments

Total comments in a reporting period per total posts
Total reach in a reporting period per total posts

Avg profile visit Avg shares

Total shares in a reporting period per total posts
Total profile visit in a reporting period per total posts

Avg follows Avg saves

Total saves in a reporting period per total posts
Total followers you gain from a post per total posts

Avg website click

Total clicks in a reporting period per total posts
For example
From this we can calculate…
Overall brand’s performance
AWARENESS CONSIDERATION
#
# Followers
Followers: 889 Engagement
Engagement rate
rate: 13
Total followers you have during the reporting period Total engagement (likes, comments, shares, saves, clicks) per total posts

Avg
Avg impressions
impressions: 1,720 Avg
Avg likes
likes: 54
Total impression in a reporting period per total posts Total likes in a reporting period per total posts

Avg
Avg reach
reach: 1,459 Avg
Avg comments
comments: 1
Total reach in a reporting period per total posts Total comments in a reporting period per total posts

Avg
Avg profile
profile visit
visit: 8 Avg
Avg shares
shares: 4
Total profile visit in a reporting period per total posts Total shares in a reporting period per total posts

Avg
Avg follows
follows: 0.5 Avg
Avg saves
saves: 9
Total followers you gain from a post per total posts Total saves in a reporting period per total posts

Avg
Avg website
website click
click: 0.5
Total clicks in a reporting period per total posts
Categorize, and look for more info
Look for top posts with high performing metrics

THE TOP 3 CONTENTS

Likes Teaser layangan putus Reels, 5 Kesalahan Digital Marketer, Refa Farras
Comment Teaser layangan putus reels, layangan putus teaser, 5 kesalahan digital marketer
Share BTS & Tokped reels teaser, Productivity shame, Got nothing in my brain reels
5 Kesalahan Digital Marketer, Content Marketing Matrix, 5 Tools untuk intip
Saved performa
Profile Visit 5 Kesalahan Digital Marketer, Testimonial Refa Farras, Productivity shame
Website taps 5 Kesalahan Digital Marketer, Testimonial Refa Farras, Productivity shame
Reach Teaser layangan putus, 5 Kesalahan Digital Marketer, Testimonial Refa Farras
Impression Teaser layangan putus, 5 Kesalahan Digital Marketer, Testimonial Refa Farras
Follows Testimonial Refa Farras, 5 Kesalahan Digital Marketer, Productivity Shame
5 Tools untuk intip performa, productivity shame, cara berkomunikasi dengan
ER audiens
Search for insight,
Put more meaning to the finding
Single out the post we want to dive into
Start with a single post, and dissect it, then benchmark, benchmark, benchmark

THE TOP 3 CONTENTS

Likes Teaser layangan putus Reels, 5 Kesalahan Digital Marketer, Refa Farras
Teaser layangan putus reels, layangan putus teaser, 5 kesalahan digital
Comment marketer
Share BTS & Tokped reels teaser, Productivity shame, Got nothing in my brain reels
5 Kesalahan Digital Marketer, Content Marketing Matrix, 5 Tools untuk intip
Saved performa
Profile Visit 5 Kesalahan Digital Marketer, Testimonial Refa Farras, Productivity shame
Website taps 5 Kesalahan Digital Marketer, Testimonial Refa Farras, Productivity shame
Reach Teaser layangan putus, 5 Kesalahan Digital Marketer, Testimonial Refa Farras
Impression Teaser layangan putus, 5 Kesalahan Digital Marketer, Testimonial Refa Farras
Follows Testimonial Refa Farras, 5 Kesalahan Digital Marketer, Productivity Shame
5 Tools untuk intip performa, productivity shame, cara berkomunikasi dengan
ER audiens
Look at the metrics, Reach
Why the content is more successful compared to the others? 10931

Likes
191

Comments
3

Shares
7

Saves
59

Visits
31

Follows
2

Clicks
6
Look for the WHYs
Compare each elements of the content with other posts, find different approaches that may
define the results

Attention
Using meme as attention grabber, headline
in visual that addresses pain points

Branding
Incorporate meme to overall brand
guideline with clear identity

Communication
How to avoid common mistakes, complete
with a tutorial in the e-book shared

Delivery
Using collaboration with main account,
putting tips/how-to on caption

Emotion
Play with element of emotions
After comparing,
Try to synthesize a learning
To boost our selected metrics,
We learn that we need to…

Learning Points
Kolaborasi dengan main account mengarahkan banyak audience baru masuk ke account levelup
Testimoni & kolaborasi dengan Vokraf membuka peluang untuk gain followers
Topik yang semua orang relate (productivity shame), gain highest engagement rate
Posting schedule shifts from new audience coming in
Entertaining reels results in high awareness (reach & impression) and profile visit
Konten story yang berfokus pada audience got more votes
Story pilihan ganda masih yang paling banyak engage dengan audience
Posting pagi hari lebih banyak reach-nya
Link clicks lebih banyak saat ada links pada story
Trivia Infos about Digital Marketing mendatangkan lebih banyak profile visits pada story, example: Video
Marketing
Menjawab respon dari audience dengan penjelasan panjang, penurunan viewsnya lebih sedikit
Riding the wave content with right hashtags bisa mendatangkan lebih banyak reach
Time to turn
Learning to Actions
Add your learning to the action statement for your next content
guideline
AWARENESS
● To increase our reach & impressions, we
need to do more collaborations with main
account
● To have more profile visits, we can use reels
to create educational and entertaining
content
● To have more reach, we need to ride the
wave using the right content types and
hashtags
CONSIDERATION
● To increase our saves & shares, we need to
create more educational content with
entertaining approach and use attention
grabbers
● To have more a higher engagement rate,
needs to discuss more about our
audiences’ pain points
● To have more link clicks, we need to drive
audiences with clear CTA, and give them
reasons why they should click it (e.g to read
more about the solution’s discussed)
Here’s some Tips For You
To Enrich Your Report
We Must Know How to
Analyze Competitor
Competitor activity that we need to monitor:
● Engagement rate socmed competitor
● Tipe konten yang dibuat seperti apa
● Story Activity yang dilakukan seperti apa
● Pendekatan design yang digunakan
● Topik yang diangkat competitor
 Perhatikan Dua Kompetitor ini!

Shopee menjawab campaign Tokopedia berdasarkan

Competitor Analyze, dengan membuat campaign tandingan
Pit Stop!
Any questions so far?
Untuk melakukan Analisis dan Report
Instagram Organic Campaign, bisa
menggunakan…

Facebook Creator Studio

Creator Studio adalah bagian dari Facebook yang dapat
digunakan untuk tracking, monitoring, dan managing konten
Facebook dan Instagram hanya menggunakan satu tools
Setelah kamu punya data dan insight,
seorang Social Media specialist perlu membuat
visualisasi data yang menarik untuk disajikan
Menurut kamu kenapa sih visualisasi data itu penting?
Jawabannya, karena kamu akan mempresentasikan data
ini kepada klien, manager, ataupun stakeholder.
Dengan visualisasi data yang baik, maka audiens akan terbantu untuk:

Memahami
informasi lebih baik

Membuat keputusan
yang tepat dan cepat

Menarik attention para

stakeholder secara lebih
efektif
 Jenis grafik yang biasanya digunakan

Histogram Area Charts

Digunakan untuk menunjukkan Digunakan untuk menunjukkan

frekuensi data Trend data dari waktu ke waktu
 Bar charts Line Charts

Digunakan untuk menunjukkan Digunakan untuk menunjukkan

perbandingan trend and patterns
 Pie charts Scatter Plots

Digunakan untuk menunjukkan Digunakan untuk menunjukkan

proportion (tidak lebih dari 5 data) korelasi
 Growth Overview

Our growth of followers has slowed down this week, but our Reach and Engagement increased by x%. We hypothesize that the
slow follower increase was due to the Ramadan break, when perhaps our followers were not as active on social media as they
usually are in a regular week. However, our XXX content contributed significantly to our increase in Reach and Engagement.
Let’s Try to be
SOCIAL MEDIA ORGANIC SPECIALIST
Analyzing Data and Reporting
https://bit.ly/dayFOURworkshop
Q&A
LET’S TRY TO BE
SOCIAL MEDIA ORGANIC SPECIALIST
Home work:
Analyzing and Reporting Data

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