Advocacy: Workforce Insights - Advocacy

Haiilo's Workforce Insights Advocacy analytics instead focuses on Employee Advocacy and provides detailed look at external data, e.g. shares, clicks, social media reach and reactions for your users and posts.

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

There is a difference between how Workforce Insights and Posts & Users analytics calculate data. Workforce Insights shows you data on posts published in the selected timeframe whereas Posts & Users analytics shows you data on posts that received any engagement in the selected timeframe. This means that Posts & Users also includes posts that received clicks or reads etc. in the timeframe even if those posts were published outside of the timeframe.

You can find Advocacy Analytics under the Analytics tab in Haiilo by choosing Workforce Insights and then navigating to the Advocacy tab.

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In order to make every part of Haiilo'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 of the data that you are viewing.

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.

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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

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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.

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Widgets

Under the Advocacy progression graph, you can see six small widgets giving you total data for various events during the selected time period. 

  • 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. The EEMV widget calculates based on total clicks, meaning if the same person clicks a post 5 times it will be counted as 5 clicks.)
  • This widget shows you the number of users who have shared at least one post during the selected time period. You can also click on this widget to open a list of users' names that have shared. If you wish, you can also export the list. If a user has been deleted, their name is replaced by N/A.

  • This widget shows you the number of posts published during the selected time period. 

  • This widget shows you the potential total number of social network users who have been served with the shares made within the selected time period. Reach is calculated from a user's social network connections in real time and is therefore fluid. If a user gets more connections, their reach increases and vice versa. If a user disconnects their social account from Haiilo, their reach disappears also for their historical shares. If they reconnect, the reach returns.

  • This widget shows you the number of clicks on shares from Haiilo during the selected time period. The Clicks widget calculates based on unique clicks, meaning if the same person clicks a post 5 times it will only count as 1 click.

  • This widget shows you the number of reactions (likes, comments, reshares and retweets) on shares from Haiilo during the selected time period.

  • This widget shows you the number of created shares from Haiilo to social networks in the selected time period. Shares are counted based on when a share has been created. Shares created inside the timeframe but scheduled to be shared outside the timeframe are counted in the timeframe of creation and not in the timeframe for when the share is actually completed. Meaning if a share is scheduled on 30.4 to be shared on 15.5, the share is counted in the timeframe that includes 30.4 and not in a timeframe that includes 15.5.

  • This widget shows the average number of Clicks and Reactions per Share by using the formula Clicks + Reactions / Shares. 

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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. 

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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.

The Most Engaging channels graph counts shares per channel and as some posts can be published in multiple channels, shares are counted for all channels the post is located in. For example, post X is located in Channel A and Channel B and is shared by a user subscribed to both channels. In the Most Engaging channels graph, the Share is shown for both channels. Now it looks like there have been 2 shares if you sum the shares together, but in reality, it is 1 share of a post located in 2 channels.

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 Haiilo domain when creating or reviewing them to get more data. 

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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.  

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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.

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