How to Choose the Right KPIs for Your LINE Chat Community
How do you know whether your company is growing? Many people have questions about setting KPIs—especially for LINE chat communities, where goals are often vague and LINE is treated as just a traffic source. In reality, a community's reach is powerful: it can become a mini app that keeps users far more engaged.
ILING WuProduct Marketing Manager
How do you know whether your company is growing? Many people have questions about setting KPIs, especially for chat communities. Goals are often vague—LINE gets treated as just a traffic source. But a community's ability to spread the word is powerful: it can become a mini app that keeps users far more engaged.
Of course, regular check-ins with team leads will tell you how each group is progressing. But if you don't compare that data with past numbers, how do you know when you've hit your goals or fallen short?
Comparison helps you spot problems quickly and course-correct faster. Quantifying your current performance with key performance indicators (KPIs) gives you a yardstick for measuring progress.
How Are OKRs Different from KPIs?
Objectives and key results (OKRs) and KPIs are often used interchangeably, since both refer to goals you track and measure. Where they differ is intent.
Put simply, KPIs show whether your business is hitting its targets. They're often called key metrics because they clearly tell you how the company is delivering on the goals it has set.
OKRs, on the other hand, are your business's broader goals, with key results that indicate progress toward them. Each objective is paired with 2–4 key results so the team understands both “what to do” and “how to do it.”
For example, say a tech company aims to become one of the top 10 vendors in its industry in 2021. Its key results might be:
- Win 1,000 new customers by Q3.
- Generate 3,000 leads per month.
- Grow annual member sales by 30%.
How to Measure KPIs
Before measuring KPIs, decide which metrics you need to track. Once you've narrowed them down, set your targets. These are usually based on a mix of factors, including historical performance and industry benchmarks.
You also need to answer who, when, and why.
- Who: Who owns this KPI? Identify the person on your team who manages it. They'll be the main point of contact when something affects performance, and they'll report on progress.
- When: You need a timeline for hitting these targets. Many businesses set goals monthly or quarterly, but yours may be shorter or longer depending on your team.
- What: This is the most important thing to keep in mind when measuring KPIs. Being clear about your goals helps motivate your team and keeps everyone aligned with the direction you're heading.
KPI Examples
Your organization's business model and industry will shape the KPIs you choose.
For example, a B2B software-as-a-service (SaaS) company might focus on customer acquisition and churn, while a brick-and-mortar retailer might focus on sales per square foot or average customer spend.
Here are some industry-standard KPIs:
KPI examples by industry
How to Set KPIs for Your Chat Community
A KPI is a quantifiable measure or data point used to gauge a company's performance against its goals. For example, KPIs might tie to goals such as growing sales, improving marketing ROI, or delivering better customer service.
What's your goal when running chat community campaigns? Growing your user base? Reactivating your account? Answering these questions brings you closer to the right KPIs for your brand.
Chat communities typically have several metrics worth tracking:
- Member sign-ups: Use this when converting members through your chat community.
- Active members: For when your goal is building a fan base.
- Member block rate: An important metric—when you share useful content, your block rate drops sharply.
- New friends
- Campaign participants: How many people join and share campaigns you run through your chat community.
Further reading: LINE's message sharing feature: Viral marketing for chat communities
Focus on a Few Key Metrics, Not a Mountain of Data
When it comes to KPIs, less is more. Rather than measuring and reporting on dozens of metrics, focus on just a few key metrics; track too many KPIs and you may drown in data and lose focus.
As you can imagine, every company, industry, and business model is different, so it's hard to pin down an exact number of KPIs. Still, a good target is 2 to 4 KPIs per goal—enough to understand where you stand, but not so many that nothing is prioritized.
Ready to set your chat community KPIs? What matters most in community management is how much users are talking. With well-defined metrics, you'll run your community with more focus and efficiency!
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