social media analytics
DESCRIPTION
A look at what social media analytics, KPIs and other insights you should be focusing on to help improve your social media marketing campaigns.TRANSCRIPT
![Page 1: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/1.jpg)
Social Media Analytics
Taylor PrattRaven Internet Marketing Tools
@RavenPratt | raventools.com/oms
![Page 2: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/2.jpg)
What is the ROI of social media?
![Page 3: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/3.jpg)
The key to social media success is understanding your audience.
![Page 4: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/4.jpg)
Don’t get distracted!
![Page 5: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/5.jpg)
Nielsen’s State of the Media:The Social Media Reporthttp://raven.im/nielsensm
![Page 6: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/6.jpg)
Nearly 4 in 5 active Internet users visit social networks and blogs.
![Page 7: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/7.jpg)
70% of active online adult social networkers shop online, 12% more likely than the average adult user
![Page 8: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/8.jpg)
Socially engaged consumers spend 20 to 40% more than other customers.
![Page 9: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/9.jpg)
53% of active social networkers follow a brand.
![Page 10: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/10.jpg)
![Page 11: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/11.jpg)
How do consumers access social media?
• 97% - Computer• 37% - Mobile Phone• 3% - Gaming Console• 3% - iPad• 2% - Internet-Enabled TV• 2% - E-Reader• 1% - Handheld Music Player
Are you ready?
![Page 12: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/12.jpg)
What is the ROI of social media?
![Page 13: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/13.jpg)
According to Oliver Blanchard, you’re asking the wrong question.
![Page 14: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/14.jpg)
What is the ROI of [insert activity here] in social media?
Oliver BlanchardThe BrandBuilder BlogAuthor of Social Media ROI
![Page 15: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/15.jpg)
Social Media Marketing Process
Discovery
Listening
PlanningExecution
Measurement
![Page 16: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/16.jpg)
DISCOVERYSocial Media Marketing Process
![Page 17: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/17.jpg)
Start Monitoring
Brand Mentions Product
Mentions
[Keyword] Mentions
Competitor Mentions
Influencer Mentions
![Page 18: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/18.jpg)
What to Identify
Social Networks
Forums
Associations
Key Influencers
Popular Topics
![Page 19: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/19.jpg)
Tools That Can Help
![Page 20: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/20.jpg)
LISTENINGSocial Media Marketing Process
![Page 21: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/21.jpg)
Understand your audience!
![Page 22: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/22.jpg)
How are your customers using social media?
![Page 23: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/23.jpg)
Where are they participating?
![Page 24: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/24.jpg)
Do they interact with other companies?
![Page 25: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/25.jpg)
What are they already saying about you?
![Page 26: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/26.jpg)
What is their activity level on each social network?
![Page 27: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/27.jpg)
Who are the key influencers on each network?
![Page 28: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/28.jpg)
Save time and money by properly evaluating potential advocates.
![Page 29: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/29.jpg)
Create a Scorecard
Advocate Share of Voice Reach Topics Customer Overlap
Peter Parker 5% 50,000Arachnoids, Red Heads,
GoblinsMedium
Hulk Hogan 2% 25,000 Tank Tops, Weight Lifting High
Eric Cartman 12% 120,000 Cheesy Poofs, Racial Slurs Low
![Page 30: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/30.jpg)
Don’t overlook social media as a product innovation hub.
![Page 31: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/31.jpg)
Monitor both your brand, your competitors’ brands and keyword mentions for customer pains.
![Page 32: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/32.jpg)
PLANNINGSocial Media Marketing Process
![Page 33: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/33.jpg)
Step 1: identify your business objectives
![Page 34: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/34.jpg)
Types of Social Media Goals
• Engagement• Brand Recognition• Reach• Share of Voice• Sales• Brand Loyalty
• Customer Support• Product
Development• Brand Sentiment• Brand Advocates• Brand Trust
![Page 35: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/35.jpg)
Get more specific!
• Reduction in sales cycles• Reduction in customer support costs• Number of product improvement suggestions
from [social network]• Increase in product reviews/ratings• Number of people in [specific location] who
follow us on Twitter
![Page 36: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/36.jpg)
Other KPIs to Consider
• Volume of consumer-created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/engagement rate
• Number of interactions
• Store locator views
• Registrations by channel
• User-initiated views
![Page 37: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/37.jpg)
Step 2: identify your value add
![Page 38: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/38.jpg)
Wal-Mart:Low Prices
Southwest Airlines:Freedom
Harley Davidson:Rebellion
![Page 39: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/39.jpg)
![Page 40: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/40.jpg)
Step 3: define your level of commitment
![Page 41: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/41.jpg)
EXECUTIONSocial Media Marketing Process
![Page 42: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/42.jpg)
How is social media impacting your other online marketing activities?
![Page 43: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/43.jpg)
![Page 44: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/44.jpg)
MEASUREMENTSocial Media Marketing Process
![Page 45: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/45.jpg)
Brand Awareness
Brand Recognition
Share ofVoice
ReachEngagement
![Page 46: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/46.jpg)
To measure Share of Voice compare brand mentions to competitors.
![Page 47: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/47.jpg)
Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
![Page 48: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/48.jpg)
To measure Engagement, measure participation.
![Page 49: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/49.jpg)
Engagement = Engagement[Social Network] Interactions
Total Views
Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
![Page 50: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/50.jpg)
To measure Reach, compare audience participation to your audience reach.
![Page 51: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/51.jpg)
Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
![Page 52: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/52.jpg)
Customer Oriented Goals
CustomerSupport Brand Sentiment
BrandAdvocates
ProductDevelopment
![Page 53: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/53.jpg)
Measuring Customer Support
Reduction in Support
Costs
Reduction in On-Site Support
Increase Resolution
Rate
Improved Customer
Satisfaction
Increase Resolution
Rate
Leads Generated by Support
![Page 54: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/54.jpg)
Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
![Page 55: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/55.jpg)
Measuring Product Innovation
Number of new product ideas
Number of new product ideas built
R&D time savedTraditional
research cost savings
![Page 56: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/56.jpg)
Measuring the success of your brand advocates fulfills two goals:
1. Provides an understanding of the ROI you receive
2. Provides you with data to better incentivize advocates
![Page 57: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/57.jpg)
It is okay to reward advocates for their hard work. Wouldn’t you want to be rewarded?
![Page 58: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/58.jpg)
Use event tracking in Google Analytics to quickly assess the virality of your content.
![Page 59: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/59.jpg)
http://gaconfig.com
![Page 60: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/60.jpg)
The key to successful social media measurement is asking questions.
![Page 61: Social Media Analytics](https://reader038.vdocuments.us/reader038/viewer/2022110306/554d0d18b4c9052c5a8b4e1b/html5/thumbnails/61.jpg)
Thank You!
Taylor PrattRaven Internet Marketing Tools
@RavenPratt | raventools.com/oms