analytics for social media
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/1.jpg)
Taylor Pratt Raven Internet Marketing Tools smx.raventools.com @RavenPratt
![Page 2: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/2.jpg)
![Page 3: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/3.jpg)
![Page 4: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/4.jpg)
![Page 5: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/5.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/6.jpg)
Start with a social media checklist
![Page 7: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/7.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/8.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/9.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/10.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/11.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/12.jpg)
Define KPIs specific to each business objective
Increase brand awareness KPIs Share of voice Audience engagement Conversation reach
![Page 13: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/13.jpg)
![Page 14: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/14.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/15.jpg)
![Page 16: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/16.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/17.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/18.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/19.jpg)
You tell me what you know or I promise you this will become very
unpleasant.
![Page 20: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/20.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/21.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/22.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/23.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/24.jpg)
Setup separate searches for: Brand mentions Product mentions Events Promotions Competitors Product launches
![Page 25: Analytics for Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/25.jpg)
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](https://reader038.vdocuments.us/reader038/viewer/2022110119/555bbea2d8b42a0d0f8b51fb/html5/thumbnails/26.jpg)
Taylor Pratt @RavenPratt smx.raventools.com http://facebook.com/raventools