Smarp's Advocacy Analytics shows detailed data for your Smarp domain so that you as an admin can understand your users' sharing patterns and what their networks engage with. This guide will give you an understanding of the widgets in Advocacy Analytics and how to understand the data that you are seeing. You can learn how to filter the data in WI here.
You can find Advocacy Analytics under the Analytics tab in Smarp by choosing Workforce Insights and then navigating to the Advocacy tab.
In order to make every part of Smarp's Advocacy Analytics as easy to understand as possible, there is an i-symbol on the top-right corner of all the widgets. Clicking on the symbol will give you a description about the data that you are viewing.
Let us give an overview of the graphs and widgets that are shown as you enter Advocacy Analytics. Remember that you can always dig deeper into your data so your view changes, but let's look at that a little later.
First, there are two main graphs: the Active Ambassadors meter and the Advocacy progression graph.
Graphs & Widgets
Active Ambassadors meter
The Active Ambassadors meter shows you the percentage of your current users who shared at least one post to a social network during the selected time period.
If you click on the meter, more graphs will appear that show you which teams and groups have your most active sharers and which social network is most popular among your users.
Advocacy Progression Graph
This graph shows you a progression of shares, clicks and reactions such as likes, hearts, comments etc. during the selected time period.
You can hover over any point on the graph and click on it to view detailed data on that point. For example, if we want to know what caused the spike in the Clicks data on December 6th, we can click on that point for the widgets to update to show us information only for that day.
Similarly, if you only want to see, for example, the progression of Reactions you can hover over the heading in the widget and the Reactions data will highlight in the graph.
Under the Advocacy progression graph, you can see six small widgets giving you total data for various events during the selected time period.
- EEMV: Here you can see your Estimated Earned Media Value, which is calculated by multiplying CPC (cost-per-click) with the total number of clicks your posts have generated during the selected time period in social networks.
- # of Active Ambassadors: This widget shows you the number of users who have shared at least one post during the selected time period.
- Posts: This widget shows you the number of posts published during the selected time period.
- Total Reach: This widget shows you the total number of social network users who have been served with the shares made within the selected time period.
- Clicks: This widget shows you the number of clicks on shared posts from Smarp during the selected time period.
- Reactions: This widget shows you the number of reactions (likes, comments, reshares and retweets) on shared posts from Smarp during the selected time period.
- Shares: This widget shows you the number of shares to social networks from Smarp during the selected time period.
- Clicks and Reactions per Share: This widget shows the average number of Clicks and Reactions per Share by using the formula Clicks + Reactions / Shares.
Finally, at the bottom of Advocacy Analytics you will see three pie charts showing your Most engaging channels, Most engaging campaigns and Engagement per Social Network.
Most Engaging Channels
This chart will show you which channels your users are sharing the most from. As we can see from the example chart below, 59% of all Shares are for posts in the channel 'Marketing Content & Blog' in the selected time period.
If you are interested to know more about the shares from the Marketing Content & Blog channel, for example, simply click on that part in the pie chart for the Advocacy Analytics dashboard to update the rest of the widgets to show you information for that channel. All the widgets previously explained will update to show you data only for your selected channel. To return to the default view, you can again click the same part to unselect it.
Most Engaging Campaigns
This chart shows you which campaigns generate the most shares to social networks. If there are no results, it means you have no active campaigns during the selected time period. If so, you can simply add campaigns to posts in your Smarp domain when creating or reviewing them to get more data.
If you are interested to know more about the Comms Shift Podcast campaign, for example, to see how many of your users have shared content of that campaign or how many clicks or reactions the shares have received, simply click on that part in the pie chart for the Advocacy Analytics dashboard to update the rest of the widgets to show you information for that channel. All the widgets previously explained will update to show you data only for your selected channel. To return to the default view, you can again click the same part to unselect it.
Engagement per Social Network
This chart helps you identify which social networks your users most commonly share to. If there are no results, it means your users have not shared during the selected time period. As we can see from the example chart below, 21% of all Shares have been to LinkedIn in the selected time period.
If you are interested to know more about the shares to LinkedIn, for example, to see how many clicks and reactions have been received on those shares, or which channels users have shared to LinkedIn from, simply click on that part in the pie chart for the Advocacy Analytics dashboard to update the rest of the widgets to show you information for that social network. All the widgets previously explained will update to show you data only for your selected social network. To return to the default view, you can again click the same part to unselect it.