how to avoid drowning in the digital data stream: techniques and tools for effective social...
TRANSCRIPT
Drowning in Data?
Analytics Techniques and Tools for Public Relations Pros
Kathleen Stansberry, PhDwww.kathleenstansberry.com
@kstansberry
Authority and
Influence
Authority and Influence
"Really good digital analytics people are like gold right now" - Kevin Cook Chief Operating Officer of Edelman Chicago
Social Media Use: Distribution/Amplification
Social Media Use: Dialogic
Social Media Use: Understand/Engage
Tapping into the Digital Data Stream•Key Terms• API [Application Program
Interface]• SaaS [Software as a Service] • Likes and Shares• Engagement Rate• Sentiment Analysis• Data Mining• Rich Data
Popular Paid Social Analytics Tools
• Radian6• Sysomos• Brandwatch• Crimson Hexagon• Meltwater• Sprout Social
Screenshot: blogs.rti.org
Site Specific Analytics Tools
• Facebook Insights• Twitter Analytics • Pinterest Analytics• LinkedIn Analytics• Simply Measured
(Instagram)• Social Rank (Instagram Tracking)
UX [User Experience] Research
Website Traffic Analysis
Become a Google Analytics Experthttps://analyticsacademy.withgoogle.com/
Social ListeningMonitoring social media channels to identify opinions, thoughts, concerns and priorities of key publics.
What do SM users think about your brand?
What do social media users think about?
https://hootsuite.com/
Finding Meaning in Social Media Data
http://provalisresearch.com/products/qualitative-data-analysis-software/freeware/
Issue: How do we provide millennial employees with more effective feedback?
Source: https://prpost.wordpress.com
By Tiffany Gallicano, University of Oregon
Issue: How do we increase adherence to survivorship care recommendations in young adults with cancer?
Influencer Analysis
Automated Influencer Identification
• Social Searcher (General): http://www.social-searcher.com/ • BuzzSumo (General): http://buzzsumo.com/• FollowerWonk (Twitter – a moz product): https://followerwonk.com/ • ViralWoot (Pinterest): http://viralwoot.com/ • Iconosquare (Instagram): http://iconosquare.com/
Online Network Analysis: Wine Industry
https://www.issuecrawler.net/ https://sites.google.com/site/ucinetsoftware/home
https://nodexl.codeplex.com/
LinkedIn Network Maphttp://socilab.com/
Mobile Analytics
Flurry: https://developer.yahoo.com/analytics/ Google: http://www.google.com/analytics/mobile/
Real Time Data Tracking
Survey: https://www.surveymonkey.com/ Location: https://locatoweb.com/ Self Reporting: https://evernote.com/
• Platform Specific Tools• Facebook Insights: https://www.facebook.com/ • Twitter Analytics: https://analytics.twitter.com • Pinterest Analytics: https://analytics.pinterest.com/ • LinkedIn Analytics: https://help.linkedin.com • Instagram Tracking by Social Rank:
https://www.socialrank.com/ • Instagram Followers by Simply Measured:
http://simplymeasured.com/free-s
• UX [User Experience] Tools• Google Analytics Training:
https://analyticsacademy.withgoogle.com/• GoingUp!: https://www.goingup.com/• Crazy Egg: http://www.crazyegg.com/
• Social Listening Tools• Social Mention: http://www.socialmention.com/ • How Sociable: http://www.howsociable.com/ • Google Alerts: https://www.google.com/alerts • Mention: https://mention.com/ • Hootsuite: https://hootsuite.com/ • QDA Miner:
http://provalisresearch.com/products/qualitative-data-analysis-software/freeware/
• Influencer Analysis Tools• Social Searcher (General):
http://www.social-searcher.com/ • BuzzSumo (General): http://buzzsumo.com/ • FollowerWonk (Twitter – a moz product):
https://followerwonk.com/ • ViralWoot (Pinterest): http://viralwoot.com/ • Iconosquare (Instagram): http://iconosquare.com/
• Network Analysis Tools• IssueCrawler: https://www.issuecrawler.net/ • UCINet/Netdraw:
https://sites.google.com/site/ucinetsoftware/home • NodeXL: https://nodexl.codeplex.com/ • SociLab (LinkedIn: http://socilab.com/
• Mobile Research Tools• Flurry: https://developer.yahoo.com/analytics/ • Google: http://www.google.com/analytics/mobile/ • Survey Monkey: https://www.surveymonkey.com/• LocaToWeb: https://locatoweb.com/ • EverNote: https://evernote.com/