analytics for social media

26
Taylor Pratt Raven Internet Marketing Tools smx.raventools.com @RavenPratt

Upload: taylor-pratt

Post on 20-May-2015

442 views

Category:

Business


1 download

DESCRIPTION

Wondering how to track the effectiveness of your social media campaign? Find out how and what KPIs you should be focusing on.Learn more at http://raventools.com/

TRANSCRIPT

Page 1: Analytics for Social Media

Taylor  Pratt  Raven  Internet  Marketing  Tools  smx.raventools.com  @RavenPratt  

Page 2: Analytics for Social Media
Page 3: Analytics for Social Media
Page 4: Analytics for Social Media
Page 5: Analytics for Social Media

I  used  to  be  in  the  military.  Used  to  do  field  work  for  the  CIA.  I’ve  been  to  some  horrible  places.  Seen  some  pretty  terrible  things.  I  don’t  think  I’ve  ever  been  this  scared  in  my  life.  

Page 6: Analytics for Social Media

Start  with  a  social  media  checklist  

Page 7: Analytics for Social Media

  Identify  your  business  objectives  (qualitative  metrics):    Increase  brand  awareness    Increase  brand  trust    Increase  interaction  with  customers    Increase  brand  loyalty    Sell  more  [your  service/product]    Better  understanding  of  user  behavior    To  facilitate  customer  support  

Page 8: Analytics for Social Media

 What  characteristics  do  you  want  associated  with  your  brand?    Great  customer  service    Convenience    Low  prices    Refreshing  

  How  much  time  and  resources  are  you  willing  to  invest?  

Page 9: Analytics for Social Media

  67%  of  Twitter  users  who  become  followers  of  a  brand  are  more  likely  to  buy  that  brands  products1  

  60%  of  Facebook  users  who  become  a  fan  of  a  brand  are  more  likely  to  recommend  that  brand  to  a  friend2  

  74%  of  consumers  are  influenced  on  buying  decisions  by  fellow  socializers  aftter  soliciting  input  via  social  media3  

Page 10: Analytics for Social Media

Understand  this,  Taylor  –  I  don’t  

work  for  you.  You  want  my  intel?  Fine.  But  I’m  doing  this  my  

way.  

Page 11: Analytics for Social Media

  Listening  –  your  parents  were  onto  something    How  are  your  customers  using  social  media?   Where  are  they  participating?    Are  they  currently  interacting  with  companies  via  social  media?  

 What  are  they  already  saying  about  you?   What  is  their  activity  level  on  each  social  network?  

Page 12: Analytics for Social Media

  Define  KPIs  specific  to  each  business  objective  

  Increase  brand  awareness  KPIs    Share  of  voice    Audience  engagement    Conversation  reach  

Page 13: Analytics for Social Media
Page 14: Analytics for Social Media

  The  following  equation  is  taken  from  a  Social  Marketing  Analytics  whitepaper  published  by  Web  Analytics  Demystified  and  Altimeter  Group  

  Download  it  at:  http://bit.ly/pratt1    

Page 15: Analytics for Social Media
Page 16: Analytics for Social Media

  Number  of  people  in  a  specific  location  who  follow  us  on  Twitter  

  Reduction  in  support  costs  

  Number  of  product  improvement  suggestions  from  Facebook  fans  

  Increase  in  product  reviews  &  ratings  

  Reduction  in  sales  cycles  

Page 17: Analytics for Social Media

  Volume  of  consumer-­‐created  buzz  

  Seasonality  of  buzz  

  Rate  of  virality  

  Embeds/installs  

  Increases  in  searches  

  Ranking  improvements  

  Demographics  

  Interaction/engagement  rate  

  Number  of  interactions  

  Store  locator  views  

  Registrations  by  channel  

  User-­‐initiated  views  

  Attributes  of  tags  

Page 18: Analytics for Social Media

  The  key  to  successful  social  media  measurement  is  asking  questions  

  Example:  Are  people  sharing  your  content?    How  many  shared  a  link  to  your  content?    How  many  links  have  been  shared?    How  many  people  clicked  through  to  it  in  a  given  time  span  

 What  type  of  content  is  shared  the  most?  

Page 19: Analytics for Social Media

You  tell  me  what  you  know  or  I  promise  you  this  will  become  very  

unpleasant.  

Page 20: Analytics for Social Media

  Scout  Labs    http://bit.ly/pratt2    

  Radian  6    http://bit.ly/pratt3    

  Alterian  SM2  (formerly  Techrigy)    http://bit.ly/pratt4    

  Social  Mention    http://bit.ly/pratt5    

Page 21: Analytics for Social Media

  Collective  Intellect    http://bit.ly/pratt6      

  BrandsEye    http://bit.ly/pratt7    

  Raven  Tools    http://bit.ly/pratt8    

  Trendrr    http://bit.ly/pratt9    

Page 22: Analytics for Social Media

  Spiral16    http://bit.ly/pratt10    

 MAP  by  Sysomos    http://bit.ly/pratt11    

  Attentio    http://bit.ly/pratt12    

  DNA  13    http://bit.ly/pratt13    

Page 23: Analytics for Social Media

  uberVU    http://bit.ly/pratt14    

  Viralheat    http://bit.ly/pratt15    

  RockDex    http://bit.ly/pratt16    

  BlogPulse    http://bit.ly/pratt17    

  PostRank    http://bit.ly/pratt18    

Page 24: Analytics for Social Media

  Setup  separate  searches  for:    Brand  mentions    Product  mentions    Events    Promotions    Competitors    Product  launches  

Page 25: Analytics for Social Media

If  you’re  lying  to  me,  I’m  going  to  make  this  the  worst  day  of  your  life,  you  

understand  me?  

Page 26: Analytics for Social Media

Taylor  Pratt  @RavenPratt  smx.raventools.com  http://facebook.com/raventools