Download - Social media analytics in black and white
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SOCIAL MEDIA ANALYTICS IN
BLACK AND WHITE…and some golden steps
@dannywhatmough
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Hi.
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Analytics is dull
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But vital
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Three things you are going to learn today
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1. Why digital is great for
analytics and measurement
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2. Why business
and analytics must go hand in hand
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3. How to put together a meaningful analytics
strategy
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What is social media analytics?
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1. Pre-campaign2. Monitoring
3. Measurement
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1. Pre-campaign
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2. Monitoring
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3. Measurement• Campaign analysis• Business proof
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Let’s go back in time…
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How do we measure PR?
(AVE)
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How does social media analytics
differ?
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How do we measure business success?
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STEP 1: What does success look like?
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STEP 2: Establish KPIs
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OutputOutcomeImpact
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The ‘so what’ test
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8 mistakes everyone makes about
analysis
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1.You can’t analyse
everything
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2.Counting isn’t
measuring
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3.Don’t (just) analyse
to justify your existence
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4.Awareness, visibility,
action
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5.Last touch
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6.Size doesn’t (always)
matter
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7.Only analyse at the
end
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8.Avoid negatives
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STEP 3: Select your tools
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Don’t select tools for the sake of it
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Start with free tools
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Don’t get deceived by bells and whistles
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DATA
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What data do you need?
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How are you going to get it?
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Qualitativeand
Quantitative
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1. Content analysis – where and what2. What this achieved –
traffic/awareness3. Cash analysis – conversions
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Unique URLs CTR
Traffic
SentimentConversion
s
Mentions
Influence
Search rankings
Customer satisfaction
Tone
Engagement
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(offline social media analysis)
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Think about the funnel
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STEP 4: Turn analysis into action
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STEP 5: Rinse, wash, repeat
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What’s the process
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OutputOutcomeImpact
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The golden circle of social media analytics
Output
OutcomeImpact
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7 questions to ask yourself
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1. What are your
(business) objectives?
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2. What are your KPIs?
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3. Who can we
benchmark against?
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4.What tools are going to get the job done?
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5. How will you put
your findings to good use?
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6.Are we winning?
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7.Do we need to
change the programme?
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Analytics is NOT (always) dull
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But IS vital
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Thank you@dannywhatmough