How should the performance appraisal of Xiaohongshu’s media team be formulated and managed?

In Xiaohongshu, the media is a position with a wide range of work and difficult-to-quantify evaluation indicators. So, how should the performance evaluation of this team be formulated and managed?

Media PR is a magical position. It requires not only communicating with brands/leaders, but also communicating with KOLs. It is also responsible for controlling KOL content. The scope of its work is second only to "Akang".

However, due to the broad scope of work, assessment indicators are difficult to quantify, and it is difficult to judge the work results of a media PR through assessment indicators. Therefore, this issue has always been an industry problem.

1. Use the job purpose to work backwards

PR traditionally refers to public relations, which is mainly responsible for maintaining the brand's public image and handling negative public opinion.

In simple terms, media PR is responsible for finding influencers on social media platforms to promote products for brands. Media PR is the final executor of the entire influencer placement plan, and each step of the execution directly affects the final result of the project.

Generally speaking, the daily work of a media PR can be divided into a series of tasks: clarifying project requirements, screening cooperation, building connections and communication, cooperative execution, content polishing and project review.

Regardless of the job, if I attribute this position, I think the main purpose of a media PR is to bring good communication effects to the brand.

There are several factors that can affect the communication effect. The first one is definitely the selection of influencers. Whether their creation and communication abilities are good enough and whether their cost-effectiveness is high enough are all important factors that can affect the communication effect. The second is the polishing of the influencer's content. I believe that many friends who work in the media know that it is rare for influencers' content to be published directly without modification.

So are there any data indicators that can reflect the results of talent screening and content polishing?

1) The statistical method of voice volume (number of installations) is to measure how many notes appear when searching for brand words on Xiaohongshu. Compared with before the launch, how much has the data increased?

2) CPC: The actual reading data of Xiaohongshu bloggers’ notes is calculated by dividing the advertising fee by the total number of readings to calculate the CPC of this single reading.

3) User interaction (CPE) The user interaction cost is calculated by the current advertising fee/user interaction data. Of course, the content of the comments is also an important focus of ours. This is the current user's attitude towards the product, and it measures whether your current advertising is effective and whether it can attract users' attention.

4) Conversion effect Although our delivery goal may not be direct conversion, it may also have a positive impact on conversion, so we can see whether the e-commerce traffic has increased during the delivery period compared with other times.

Taking the Xiaohongshu platform as an example, several related indicators that can be settled are:

(1) CPE (interaction cost) = cooperation price/interaction volume

(2) Cpc (cost per click) = cooperation price/number of views

(3) Ctr (click-through rate) = note clicks/note exposure

(4) Hot article rate = number of hot articles / number of collaborating influencers

(5) Talent selection rate = number of cooperating talents / number of talents submitted

We are an agency and cannot see conversion-related data, so we are more concerned about the indicators at the communication level. If you are a brand merchant, you can add ROI and keyword search index assessment indicators.

2. What data standards are used to assess whether the data is qualified?

We know which dimensions can be used to evaluate the work results of media PR positions, but how can we know whether the data of a certain dimension is qualified?

In the absence of an internal data standard, you can use a third-party data platform, such as Qiangua, Chanxiaohong, etc., to search for category keywords to view the average data of related notes under the keywords, and compare them internally as an initial assessment indicator.

As the internal work progresses, the media team will form internal data standards. At this time, we should consider using the internal average data as the average line of the assessment indicators. If a colleague's assessment indicator is far higher than the average line of the internal assessment indicator, positive incentives can be given. On the contrary, if it is far below the average line, negative incentives can also be given.

Taking our company as an example, the assessment dimensions include selection rate, explosive article rate, CPC/CPE of the month, etc., with the average line of the media team as the reference value. If it is 80% below the average, 0.5 points will be deducted, and if it is below 50%, 1 point will be deducted. If it is 120% above the average, 0.5 points will be added, and if it is above 150%, 1 point will be added.

The scores mentioned above are performance points. Every 0.5 point above or below is equivalent to 10% performance. There is no upper limit and no lower limit. Whether you get more or less depends on your personal ability.

Of course, what is assessed is the performance part, which does not affect the basic salary without responsibility. In addition to the basic salary and performance, there are also execution bonuses and popular article bonuses. The income of our media is relatively diversified.

Although the performance portion does not account for a very high proportion compared to the basic salary and bonus, performance will be linked to regularization and promotion. The better the performance, the greater the chance of promotion.

3. Data statistics are too cumbersome. Is there any good solution?

After reading the above content, you should have an understanding of what performance evaluation indicators should be set for media positions. However, the monthly data statistics are too cumbersome. Is there any good way to solve this problem?

There is a platform that can not only solve this problem perfectly, but also accumulate talent resources internally and monitor the overall progress of the delivery. All the assessment dimensions we mentioned above can be automatically calculated and monitored through this platform.

We have previously shared with you the "Vic Team's Xiaohongshu Advertising Tools Revealed" platform, in which we mentioned a platform called "Add Selection" that covers almost all the needs of e-commerce merchants in the early stages of Xiaohongshu advertising. It can not only automatically monitor and update daily advertising data to generate dashboards and report analysis, which is clear at a glance, but also follow up on content with influencers through standardized processes.

Which influencers have not submitted their manuscripts, which influencers have not reviewed their manuscripts, which cooperation notes have not been put on the market, from product selection, account selection, business follow-up, content release follow-up, post-investment data monitoring, project real-time dashboard to project review report generation, this platform has a very complete set of processes. Secondly, the added [Account Selection Square] function can also help many small and medium-sized businesses who are not familiar with the placement of influencer advertising to screen and inquire about accounts in a one-stop manner. .

Therefore, merchants with incomplete processes can use the Jiaxuan platform to coordinate the media team and control the overall progress in real time, which is much more convenient than aligning various tables separately every week and every month.

Summarize

Whether it is a media PR or a business manager, the work goal is to make the brand and products seen and recognized by more consumers. As long as everyone keeps their eyes on the work goal and works together, completing the assessment will not be a problem.

Assessment is not the goal; objective verification of work results is the key. Any assessment method must reflect the principle of objectivity of work. If there are problems in the assessment, we must actively find the problem. If the assessment results are very good, it also verifies the excellent abilities of media colleagues.