Kukhazikitsa ma KPI ochezera anzeru kumathandizira gulu lanu kuyang’ana kwambiri ma metric omwe ali ofunika kwambiri ndikuwonetsetsa momwe akuchitira pakapita nthawi.
Ma KPI a social media (kapena zizindikiro zazikulu za magwiridwe antchito) ndi njira zotengera deta za kupita patsogolo kwanu ku zolinga zofunika zabizinesi. Kumvetsetsa zomwe ma KPIs ali nazo komanso momwe mungawatsatire kumakupatsani mwayi wopanga ndi kukonza njira yabwino yolumikizirana yomwe imathandizira kuti gulu liziyenda bwino.
Kodi ma KPI a social media ndi chiyani?
KPI imayimira chizindikiro chachikulu cha magwiridwe antchito.
Ma KPI a social media ndi njira zomwe zimagwiritsidwa ntchito kuwongolera njira yanu yotsatsira ndikuwona ngati njirayo ikugwira ntchito.
Ma KPIs ochezera pa intaneti ndi njira yabwino kwambiri kiyi zowerengera zapa media media, zokhala ndi zolinga zomveka bwino sonyeza mlingo wa ntchito.
Chifukwa chiyani kutsatira ma KPI pazama TV ndikofunikira?
Ma social media amasintha mwachangu, ndipo pali zambiri zomwe zimagwira ntchito. Zinthuzi zitaphatikizidwa zikutanthauza kuti ndikosavuta kukhazikika muzambiri ndikuyiwala chithunzi chachikulu.
Kutsata ma KPI kumakupangitsani kuyang’ana zolinga zenizeni zabizinesi. M’malo mwa manambala okha, mukuyang’ana momwe manambala amakhudzira komwe bizinesi yanu ikupita. Mumamvetsetsa momwe mukupita patsogolo kuti mukwaniritse zolinga zanu, komanso ngati mukufunika kusintha panjira.
Momwe mungakhazikitsire ma KPI oyenera pazochezera zapagulu
Kumvetsetsa zolinga zabizinesi yanu
Ma KPI anu apawailesi yakanema ayenera kukhala ogwirizana ndi cholinga chonse. Dzifunseni nokha: masewera omaliza ndi chiyani?
Mwachitsanzo, kodi cholinga chamakampeni anu kuti muwonjezere chidziwitso cha mtundu? Kodi mumayendetsa kuchuluka kwa anthu patsamba? Kapena kuti mutenge matembenuzidwe ambiri ndi malonda?
Mukasankha njira yoyenera, ndi nthawi yoti mukhazikitse zolinga zanu payekhapayekha komanso ma KPI ogwirizana nawo pazama TV. Mwachitsanzo, ngati masewera anu omaliza ndikuyendetsa magalimoto pawebusayiti, ndiye kuti imodzi mwama KPIs anu ikhoza kukhala yolumikizidwa ndi kuchuluka kwazomwe mumadina kuchokera patsamba lanu kupita patsamba lanu.
Koma kuti mukhazikitse zolinga zenizeni za KPI, choyamba muyenera…
Tsatani omwe akupikisana nawo komanso ma benchmark amakampani
Kodi kupambana kumawoneka bwanji pamaakaunti ochezera ofanana ndi anu?
- Zowonera mbiri
- Kufikira mbiri
- Otsatira
- Kukula kwa omvera
- Mtengo wa chinkhoswe
- Masewero a kanema
- Kutumiza pafupipafupi
- Dinani
- Magawo
Mutha kupezanso granular ndikufanizira magwiridwe antchito anu ndi omwe akupikisana nawo m’malo mwamakampani anu onse.
Ngati kuyeza ma KPI pazama media ndi kwachilendo kwa gulu lanu, onetsetsani kuti mwasonkhanitsanso deta yanu, kuti mudziwe komwe mukuyambira.
Khazikitsani zolinga za SMART
Kuyerekeza zomwe mukuchita panopa ndi zamakampani anu onse kumakupatsani dongosolo labwino lokhazikitsa zolinga zenizeni za KPI. Monga zolinga zanu zonse zamabizinesi, ma KPI anu ochezera a pa Intaneti ayenera kukhala SMART:
- Zachindunji: Phatikizanipo cholinga chomveka. Mwachitsanzo, kodi mukufuna kuwonjezera chiwerengero cha otsatira Instagram ndi 500 mwezi wamawa? Kodi mukufuna kukulitsa mitengo yanu yodukizadukiza ndi 20% pakutha kwa chaka?
- Zoyezedwa: Ma KPI amaphatikizira ma metric kuti azitha kudziwa momwe mukuyendera. Muyenera kudziwa nthawi zonse kuti mwayandikira bwanji kuti mukwaniritse cholingacho.
- Zotheka: Zisungeni zenizeni. Khazikitsani ma KPI omwe ali m’kati momwe mungakwaniritsire kutengera bizinesi yonse komanso zomwe muli nazo.
- Zoyenera: Onetsetsani kuti KPI iliyonse yapa social media ikulumikizana ndi zolinga zazikulu zabizinesi.
- Nthawi yake: Kodi nthawi yake ndi yotani kuti mukwaniritse cholingachi ndikuwona ngati zakwaniritsidwa? Mwezi umodzi, miyezi isanu ndi umodzi, chaka chimodzi?
Sankhani ma metric oyenerera ndikusintha ma KPI anu
Tsopano popeza mukudziwa momwe ma KPIs anu angathandizire zolinga zanu zamabizinesi, sankhani pamiyeso yomwe ingakuthandizeni kuyeza momwe mukuyendera.
Mwachitsanzo, ngati bizinesi yanu ikuyang’ana kwambiri kukula ndipo mukufuna kudziwitsa anthu zamtundu wa anthu pawailesi yakanema, mungafune kuyeza ndikutsata mawonedwe a Instagram Reels.
Pa KPI iliyonse, pangani mawu omwe amaphatikiza zinthu zonse za SMART pamodzi ndi ma metric oyenerera. Tifotokoza zina pambuyo pake mu positi iyi.
Tsatani ndikusanthula momwe mumagwirira ntchito
Ma KPI amaphatikizanso nthawi yoti muchite bwino, koma simungadikire mpaka nthawiyo itatha kuti muwone momwe mukuyendera. Sankhani ndondomeko yochitira lipoti yomwe ingakuthandizeni kuwona bwino kukula ndi zomwe zikuchitika, ndikuchitapo kanthu mwachangu zinthu zikakhala sizikuyenda bwino.
Apa ndipamene mudzafufuza mozama za ma KPIs anu, ndikuyang’ana njira zabwino zosinthira zotsatira zanu. Kodi zinthu zikuyenda bwino? Pa liwiro lomwe munakonza?
Mutha kukumbanso mozama apa ndikusanthula zopambana (kapena zolakwika) kuti muwone maphunziro omwe mungagwiritse ntchito pamalingaliro anu onse pamene mukuyesetsa kukwaniritsa ma KPIs anu.
Unikani ndi kukonzanso
Kumbukirani: Palibe zolinga zabizinesi zamakampani zomwe zakhazikitsidwa mwala-zikutanthauza kuti ma KPIs omwe mumakhazikitsa nawonso afunika kusintha pakapita nthawi.
Konzani zowunikira pafupipafupi za ma KPI anu. Kodi zikadali zofunika? Kodi akukuthandizanibe kukwaniritsa zolinga za kampani? Zosintha ziyenera kupangidwa?
Kumbukirani: chifukwa chiyani komanso momwe mumakhazikitsira ma KPIs pazachikhalidwe cha anthu zitha kusintha pomwe bizinesi ikusintha. Athanso kusintha pazifukwa zakunja, monga zosintha za algorithm kapena kuwonekera kwa nsanja zatsopano.
Ma KPI ofunikira 25 azama media a 2024
Tathyola maziko a ma KPI ochezera pa intaneti m’magulu asanu:
- Fikirani
- Chinkhoswe
- Kutembenuka
- Utumiki wamakasitomala
- Zamalonda zamagulu
Kumbukirani, ma KPI anu apawayilesi aziphatikiza zida za SMART monga mipherezero ndi nthawi. Ganizirani za ma KPI omwe ali pansipa ngati maziko, ndi zigawo za SMART ngati zomanga zomwe zimapangitsa ma KPI anu kukhala apadera ku bizinesi yanu komanso zolinga zanu.
Fikirani ma KPI
Fikirani ma KPI muyese kuchuluka kwa ogwiritsa ntchito omwe amakumana ndi mayendedwe anu ochezera.
Ganizirani zofikira ngati muyeso wa kuchuluka-zofikira zikuwonetsa omvera anu omwe alipo komanso omwe angakhale nawo, kukula pakapita nthawi, komanso kuzindikira kwamtundu wanu.
1. Zowonera
Ili ndi nambala yanthawi yomwe positi yanu idawonekera muzakudya za munthu kapena munthawi yake. Izi sizikutanthauza kuti munthu amene adawona zomwe adaziwona adaziwona kapena kuziwonera, koma mukudziwa kuti zidawonekera pazenera lawo.
2. Chiwerengero cha otsatira
Chiwerengero cha otsatira njira yanu yochezeramo ili ndi nthawi yake.
3. Kuchuluka kwa omvera
Mukufuna kuwonetsetsa kuti mukupeza otsatira, osawataya. Kukula kwa omvera kumawonetsa momwe chiwerengero cha otsatira anu chikusintha pakapita nthawi. Kuti muzitsatira metric iyi, gawani otsatira anu atsopano ndi chiwerengero chonse cha otsatira anu.
4. Fikirani
Umu ndi momwe anthu ambiri amawonera positi. Fikirani zosintha kutengera zinthu monga nthawi yomwe omvera anu ali pa intaneti komanso momwe zinthu zanu zilili zabwino. Zimakupatsirani lingaliro la zomwe omvera anu amapeza kuti ndizofunikira komanso zosangalatsa.
Kugwirizana kwa KPIs
Ma KPI okhudzana ndi chikhalidwe cha anthu amayesa momwe mumachitira ndi otsatira anu. Amakuwonetsani ngati omvera anu akugwirizana ndi zomwe muyenera kunena ndipo ali okonzeka kuyanjana ndi mtundu wanu.
5. Zokonda
Nthawi zambiri otsatira amalumikizana ndi malo ochezera podina batani la Like mkati mwa malo ochezera.
Chitsime: @AirCanada
6. Ndemanga
Nthawi zambiri anthu amathira ndemanga pazolemba zanu. Ndemanga imafuna khama kwambiri kuposa kungofanana chabe ndipo nthawi zambiri imawonedwa ngati ikuyimira chinkhoswe chapamwamba.
Komabe, ndemanga zimatha kukhala ndi mawu abwino kapena oyipa, kotero kuti ndemanga zambiri sizikhala zabwino nthawi zonse! Kuti ichi chikhale chochita bwino cha KPI, oyang’anira ma media azachikhalidwe amafunikiranso kutsata zomwe amakonda.
Chitsime: @botanygeek
7. Dinani
Ndi kangati ogwiritsa amadina ulalo wa positi yanu. Izi zimathandizira kutsata momwe anthu akuchitira ndi zomwe zili pagulu.
8. Magawo
Kodi positi yanu idagawidwa kangati kuchokera kwa wina kupita kwa wina. Uwu ndiye muyeso wabwino wa momwe zinthu zanu zimakhudzira komanso momwe zimakhalira.
Gwero: @Versace
Magawo sikuti amangoyesa kuchita bwino, chifukwa kuchuluka kwa magawo pawokha sikukuwuzani ngati anthu amakonda kapena sakonda zomwe amawona. Komabe, zimapereka chisonyezero chabwino chosonyeza ngati anthu ali ndi chidwi chofalitsa uthenga.
9. Amapulumutsa
Zosungira (kapena zosungira) nthawi zambiri zimasonyeza kuti anthu amakonda zomwe muli nazo ndipo amaziwona kuti ndizothandiza moti amakonzekera kubwereranso pambuyo pake. Ichi ndi chisonyezo chabwino kuti mwapereka zinazake zamaphunziro, zosangalatsa, kapena zofunika kwa omvera anu.
10. Avereji ya chinkhoswe
Metric iyi imagawa zonse zomwe positi imalandira – kuphatikiza zokonda, ndemanga, zosunga ndi zogawana – ndi kuchuluka kwa otsatira pa akaunti yanu yochezera. Zimawonetsa momwe, pafupifupi, zomwe mumalemba zinali.
Ngati simukufuna kuchita masamu nokha, yesani chowerengera chathu chaulere cha anthu omwe ali ndi chibwenzi.
11. Kuchulukitsa kuchuluka
Uwu ndi muyeso wa kuchuluka kwa otsatira anu amakulitsa kufikira kwanu pogawana zomwe mumalemba ndi otsatira awo. Kuchulukitsidwa kwakukulu kumawonetsa kuti otsatira anu akufuna kulumikizidwa ndi mtundu wanu kapena kupeza zomwe zili zofunika kuti zitheke.
Umu ndi momwe mungawerengere:
12. Kugawana mawu pagulu
Metric iyi imayang’ana kuchuluka kwa anthu omwe atchula mtundu wanu, poyerekeza ndi kuchuluka kwa anthu omwe akutchula omwe akupikisana nawo. Zimawonetsa momwe mtundu wanu ulili wofunikira m’makampani anu.
Kusintha kwa KPIs
Kutembenuka kwa KPIs pama media ochezera kumawulula ngati njira yanu yochezera imatsogolera kuzinthu zenizeni padziko lapansi kuposa momwe anthu amakhalira.
13. Click-through rate (CTR)
CTR ndi kuchuluka kwa anthu omwe adawona zomwe mwalemba ndikudina pa CTA (kuyitanira kuchitapo kanthu) yomwe idaphatikizidwa. Izi zimapereka chidziwitso ngati zomwe mwalemba zimakopa chidwi cha omvera anu ndikuwalimbikitsa kuchitapo kanthu.
Umu ndi momwe mungawerengere:
14. Kutembenuka mtima
Ichi ndi chiwerengero cha ogwiritsa ntchito omwe amachitapo kanthu mu CTA yanu yapa media (pitani patsamba lanu kapena tsamba lofikira, lembani mndandanda wamakalata, gulani, ndi zina zotero) poyerekeza ndi kuchuluka kwa kudina pa positi yomwe yaperekedwa.
Kutembenuka kwakukulu kumasonyeza kuti zomwe mumagulitsa zikuthandizira malonda anu kapena zikuthandizira kukula kwa bizinesi.
Umu ndi momwe mungawerengere:
15. Bounce mlingo
Sikuti aliyense amene amadina maulalo anu ochezera a pa Intaneti adzatsatira, kuwerenga nkhani yonse yomwe mudagawana kapena kumaliza kugula.
Mlingo wodumphira ndi kuchuluka kwa alendo omwe adadina ulalo pamasamba anu ochezera, koma kenako adachoka patsambalo osachitapo kanthu. Mukufuna kuti izi zikhale zotsika-zikuwonetsa kuti zomwe mwapereka sizikugwirizana ndi zomwe mukuyembekezera.
16. Mtengo pakudina kulikonse (CPC)
CPC ndi ndalama zomwe mumalipira pakudina kulikonse pazotsatsa zanu zapa media. Tsatirani izi kuti muwone ngati ndalama zomwe mukugwiritsa ntchito ndizopindulitsa.
17. Mtengo pa mawonedwe chikwi (CPM)
Izi ndi ndalama zomwe mumalipira nthawi iliyonse anthu 1,000 akapatsidwa malonda anu ochezera. Popeza zonsezi ndi za kuzindikira osati kutembenuka, mukufuna kuti mtengo ukhale wotsika. Onetsetsani kuti mumamvetsetsa malonda anu kuti muthe kumangiriza mtengo wowonekera pakukula kwa bizinesi yeniyeni.
Ma KPIs othandizira makasitomala
Ma KPI amakasitomala amatsata momwe ogwiritsa ntchito pa TV amamvera zomwe akumana nazo ndi mtundu wanu.
18. Kukhutitsidwa kwamakasitomala (CSAT)
Metric iyi ikuwonetsa momwe makasitomala anu amasangalalira ndi zomwe akumana nazo potsatira kuyanjana ndi gulu lanu lothandizira makasitomala.
19. Net promotioner score (NPS)
Zotsatira zanu zotsatsa zimatengera kukhulupirika kwa otsatira anu. Wina akagula zinthu kapena kucheza ndi gulu lanu lothandizira makasitomala, afunseni funso limodzi: Kodi mungakhale ndi mwayi wotani kuti muvomereze mankhwalawa kwa mnzanu?
Perekani mwayi kwa oyankha kuti ayankhe pogwiritsa ntchito sikelo ya manambala, nthawi zambiri kuyambira 1 mpaka 10.
20. Customer lifetime value (CLV)
Mtengo wa moyo wamakasitomala umatanthawuza kuchuluka kwa ndalama zomwe kasitomala angawononge pa chinthu kapena ntchito yanu pa moyo wawo wonse ngati kasitomala. Kumvetsetsa CLV yanu kumakupatsani chidziwitso cha kuchuluka komwe mungakwanitse kuyikapo pakupeza makasitomala.
Umu ndi momwe mungawerengere CLV:
CLV = Mtengo wogulira x Mlingo wogula pafupipafupi x Utali wanthawi yamakasitomala
21. Avereji ya nthawi yoyankha
Uwu ndi muyeso wa nthawi yomwe zimatenga nthawi yayitali kuti wothandizira makasitomala ayankhe kwa kasitomala atakumana koyamba. Mukufuna kuti nambalayi ikhale yotsika kwambiri momwe mungathere. Macheza ochezera a pa TV amatha kuthandizira poyankha mafunso ambiri ofunikira amakasitomala popanda kulowererapo kwa wothandizira.
22. Choyamba kukhudzana kusamvana mlingo
Izi zimayesa kuchuluka kwamakasitomala omwe amalandila chithandizo kuchokera kwa wothandizira woyamba omwe amalankhula naye. Ngati mukugwiritsa ntchito chida chogawira, izi zimayesa momwe chidacho chimamvetsetsera zopempha zamakasitomala ndi membala wa gulu lomwe angayankhe.
Makasitomala amakhumudwitsidwa kwambiri nthawi iliyonse akaperekedwa kwa membala wina watimu, makamaka ngati akuyenera kufotokozera vuto lawo, kotero kuti kulumikizidwa koyamba koyamba kumabweretsa kukhutitsidwa kwamakasitomala.
KPIs zamalonda zamagulu
Ngati mukugwiritsa ntchito malo ochezera a pa Intaneti kuti mugulitse zinthu mwachindunji, muyeneranso kuyeza kuchuluka kwa anthu ngati njira yogulitsira.
23. Ndalama
Ndalama zomwe mwapeza zimawonetsa kuchuluka kwandalama zomwe mwapanga kudzera mumayendedwe anu ochezera.
Mutha kupeza nambalayi mu Google Analytics kapena poyang’ana ma analytics anu a sitolo, kutengera ngati netiweki yanu imapereka zochitika za e-commerce mwachindunji papulatifomu.
24. Mtengo wa dongosolo
Uku ndi kuwerengetsa kosavuta kwa ndalama zomwe kasitomala wamba amawononga pogula kamodzi kudzera munjira zanu zamalonda.
Monga mtengo wanthawi zonse wamakasitomala, izi zimakuthandizani kumvetsetsa kuchuluka kwa ndalama zomwe mungagwiritse ntchito pogula makasitomala. Komabe, uku ndikuwona kwakanthawi kochepa kwa kasitomala komwe kumakupatsani mwayi wopanga zisankho mwatsatanetsatane pazagawidwe la bajeti pamakampeni azamalonda.
25. Kubwerera pa Investment (ROI)
Kumvetsetsa mtengo wanu ndikofunikira, koma chofunikira kwambiri ndikumvetsetsa kubweza komwe mumapeza pandalama zomwe mumalipira pazotsatsa zamagulu ndi njira yanu yotsatsira anthu ambiri.
Mtundu uliwonse udzatanthauzira “mtengo” mosiyana. Mutha kutanthauzanso ndalama zomwe mumapeza kuchokera pazogulitsa zomwe zimagwirizana ndi njira yanu yochezera, koma mutha kupatsanso phindu pakudziwitsa zamtundu kapena kukulitsa otsatira anu.
Zitsanzo za KPI zapa social media
Monga tanenera pamwamba, ma KPI ogwira mtima amaphatikiza zolinga zomveka bwino potengera njira ya SMART yokhazikitsa zolinga zenizeni. Izi zimakupatsani mwayi wowonetsetsa kuti ma KPI anu akugwirizana ndi zosowa ndi kuthekera kwa bungwe. Tiyeni tiwone zitsanzo zingapo za KPI zama media ochezera.
KPI chitsanzo 1:
Onjezani chiwopsezo chotenga nawo gawo pazolemba za organic Instagram ndi 12% mu Q3
Nayi muli ndi ma metric omveka bwino (chiyanjano), nsanja inayake (organic Instagram), cholinga chazotsatira (12% kusintha), ndi nthawi (Q3).
Popeza KPI iyi ili ndi nthawi ya miyezi itatu (kota imodzi), mudzafuna kuwona momwe mukuyendera mlungu uliwonse kapena sabata. Simukufuna kuti zotsatira za KPI zanu zikhale zodabwitsa-muyenera kuyang’ana pafupipafupi kuti muwone momwe mukupita komanso ngati mukufunikira kusintha njira yanu kuti muyandikire kukwaniritsa cholinga chanu.
KPI chitsanzo 2:
Chepetsani nthawi yoyamba kuyankha ndi 10% pachaka
Nthawi zina, m’malo mokwaniritsa KPI mkati mwa nthawi yoikika, ndizomveka kuyerekeza maapulo ndi maapulo poyesa kusintha kwa chaka ndi chaka. Izi zimakupatsani mwayi wowerengera ma ebbs pafupipafupi komanso kuyenda komwe kumalumikizidwa ndi nthawi yotanganidwa ngati maholide ndi malonda.
Popeza uku ndi kuyerekezera kwa chaka ndi chaka, mufunika chida chomwe chimakulolani kukoka deta kuchokera ku nthawi yamakono komanso nthawi yomweyi chaka chapitacho. Ndiye mukhoza kuchita kufananitsa mwachindunji. Chifukwa chake, ngakhale izi zidapangidwa ngati cholinga chapachaka, mutha kuyang’ana momwe mukupitira patsogolo poyerekezera yoy nthawi iliyonse.
Momwe mungatsatire ma KPI ochezera pa intaneti
Tsopano popeza mukudziwa zomwe muyenera kuyeza, tiyeni tiwone momwe mungatsatire ma KPI pazama TV.
Native zothetsera
Kutsata kutsatsa kwapaintaneti kwa KPI kukupita patsogolo mwachibadwa – kutanthauza, kugwiritsa ntchito zowunikira zomwe zakhazikitsidwa pamasamba ochezera pawokha – ndi njira imodzi. Ndi zaulere, zosavuta kugwiritsa ntchito, ndipo zitha kukhala njira yabwino kwa oyang’anira media omwe amangotsata ma KPI pa akaunti imodzi kapena ziwiri.
Oyang’anira malo ochezera a pa Intaneti amatha kutsata ma KPIs pogwiritsa ntchito Instagram Insights, Meta Business Suite, X (omwe kale anali Twitter) Analytics, ndi zina zotero. Malo onse akuluakulu ochezera a pa Intaneti amapereka mayankho ofunikira pakutsata machitidwe a chikhalidwe cha anthu.
Kumbukirani, komabe, mayankho achilengedwe amangokhala pakutsata ma metric papulatifomu imodzi. Izi zimapangitsa kuti zikhale zovuta kuyerekeza ndi kusanthula deta pamanetiweki angapo nthawi imodzi. Muyeneranso kuchita masamu abwino kuti mupeze ma KPI apamwamba kwambiri.
Mukapita njira iyi, mutha kupangitsa kuti lipoti lanu likhale losavuta ndi template yathu yaulere yapa media ya KPI.
Kutsata ma KPI ochezera pa intaneti ndi Moyens I/O
Mawonekedwe olumikizirana safuna kuyika kwa data pamanja. Imakoka manambala okha, ndipo mutha kukoka ndikugwetsa zinthu zonse kuti mupange lipoti lapadera kutengera zosowa zanu.
- Mu dashboard yanu ya Moyens I/O, pitani ku Analytics ndi dinani Pangani lipoti.
- Sankhani template yomwe ilipo kale, kapena sankhani Lipoti lamakonda kuti mupange lipoti lanu lapa social media KPI posankha kuchokera ku library ya metrics.
Ndichoncho! Mupeza lipoti lazojambula ndi data yonse yapa media ya KPI yomwe mukufuna. Muthanso kukhazikitsa lipotilo kuti lizisintha zokha pa ndandanda yokhazikitsidwa kuti liwonekere mubokosi lanu logwirizana ndi mayendedwe anu a KPI.
