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February KPI Condensed Report
February KPI Condensed Report

Monthly Report - February 2022.

Monthly Report - February 2022.

Jacopo Nuti

Sofia Kachula

Forum Post Summary

📊 OWS General Performance

OWS measures monthly ‘General Performance’ in three ways.

Awareness.

Measures how aware a minimally passive audience is of OWS.

Onboarding

Measures how much of that passive audience becomes an active audience.

Engagement

Measures the opportunities that OWS offers to that active audience.

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👁‍🗨 Awareness.

This subsection will measure the exposure of OWS’s social media channels and website, trying to capture how aware a minimally passive audience is.

Monthly Summary

*With the removal of the OWS Rolling Opportunities at the end of January, there has been an expected drop in social media metrics. This is due to contributors no longer being financially incentivised to promote our (and NEAR’s) social media content. By having halted outsourced exposure, OWS must change marketing strategy by taking it into its own hands. To get the same amount of exposure as previous months will take time, but the difference will be in the quality of the audience we will be exposed to. To achieve this, March will see the implementation of a new marketing strategy for OWS. This will aim to improve our social media exposure and engagement.*

🎙 Social Media

In the Dashboard below, monthly metrics about all OWS social media channels are shown.

Discord.

Members 🔼 23%

Total Discord Members (4952) | Month (February)

New Member Retention = 25%

Percentage of new members that still came back to the server the week after joining.

Twitter.

Followers 🔼 +6%

Total Twitter Followers (3742) | Month (February)

Impressions 🔽 -9%

Total Impressions (4100) | Month (February)

Impressions are the total tally of all of the times an account’s tweets have been seen, searched or interacted with. This metric is typically used to measure engagement and general exposure.

*Impressions decreased due to the removal of the OWS Rolling Opportunities at the end of January. This is due to contributors no longer being financially incentivised to promote our (and NEAR’s) social media content.*

YouTube.

Subscribers 🔼 +19%

Total YouTube Subscribers (164) | Month (February)

Views 🔼 +22%

Total YouTube Views (2435) | Month (February)

Impressions 🔽 -77%

Total Impressions (3489) | Month (February)

Impressions are the total tally of all of the times an account’s tweets have been seen, searched or interacted with. This metric is typically used to measure engagement and general exposure.

Medium.

Followers 🔼 +10%

Total Medium Followers (53) | Month (February)

Reads 🔽 -10%

Total Reads (107) | Month (February)

Views 🔼 +7%

Total Views (265) | Month (February)

🖥 Website

In the Dashboard below the most relevant monthly metrics about website activity are shown.

Total Visits = 307

Page Views = 381

*The reason for the low visits and views (compared to last month) is due to the removal of the rolling opportunities: all operations and instructions for the rolling opportunity contributors ran through our website. Now that we have a decreased (but high-skilled) number of active contributors, we consequentially have a smaller pool of website users. Regardless, the upcoming marketing push will aim to increase these numbers to grow our current pool of high-skilled contributors.*

Actions per Visit Average = 2.9

Measures how many clicks (page or link selections) were made on average in one session.

Session Duration Average = 5:22

Measures the average time a visitor spent on our website in one session.

Bounce Rate Average = 44%

Represents the number of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Page Views.

This measures how many times visitors click on components found on the website.

Project Dashboard = 149

Docs = 36

Announcements = 11

The 👁‍🗨 Awareness section has shown how OWS exposes itself to a minimally passive audience to gain their awareness in two main ways:

🎙 Social Media

🖥 Website

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👥 Onboarding

‘Onboarding’ measures three main steps.

The first step is measuring the Incubation of a passive (but aware from social media) audience becoming an active audience: from Discord members to Contributors.

The second step is measuring the Retention of those contributors as actively collaborating within OWS.

The third step is measuring the Conversion of how many of those actively collaborating get rewarded by OWS for completing project opportunities.

🧲 Incubation.

‘Incubation’ measures increases of active contributors.

New Discord Members Becoming Contributors = 6%

New Contributors (56) / New Discord Members (936) = 0.06

This measures the passive social media audience making the first step toward becoming part of an active audience: becoming a contributor.

*The reason for the low percentage is due to the removal of the rolling opportunities: increasing the barrier for entry for Discord members due to a decrease in financial incentives for low-quality tasks. We hope this gains less but more high-quality engaged contributors.*

Total Number of Contributors 🔼 6%

total number of Contributors (1046) | Month (February)

To become a contributor one must fill out our

Contributor Form⁠

, showing active engagement with OWS.

⚓️ Retention.

‘Retention’ measures the collaborative output of active contributors.

Approved Proposals

Total Approved Proposals (59) | Month (February)

This measures the total number of reward proposals that OWS approves to contributors, showing full engagement.

🪙 Conversion.

‘Conversion’ measures the monthly collaborative activity (Project and OWS Opportunities) completed by newcomers.

New Contributors Submitting a Proposal = 0%

New Contributors Submitting a Proposal (0) / New Contributors (56) = 0

This measures the potentially collaborative audience becoming both active and collaborative.

*The reason for the low percentage is due to the removal of the rolling opportunities: increasing the barrier for entry for Discord members due to a decrease in low-skilled opportunities. We hope this will have a delayed gain of more high-skilled and engaged contributors, when new low-skilled contributors have OWS Education, the Mentorship Program and our general support at their disposal.*