Social Media Analytics - Measuring what matters
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This document discusses social media analytics and measurement. It notes that social media touches every aspect of marketing, including branding, lead generation, customer service and retention. However, social media is difficult to analyze and measure effectiveness. The document recommends measuring basic metrics like reach, buzz, influence and sentiment. It also suggests analyzing prospects and influencers on social media before launching campaigns. Tracking sales and leads from social media and linking them to web analytics is key to understanding return on investment and the effectiveness of social media marketing efforts.
Social Media Analytics - Measuring what matters
- 1. SOCIAL MEDIA ANALYTICS MEASURING WHAT MATTERS ANOL BHATTACHARYA
- 2. GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES • CONSULTANCY • CUSTOM CONTENT CREATION • DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
- 4. WHY IS SOCIAL MEDIA FOR MARKETING DIFFICULT TO ANALYZE / MEASURE?
- 5. SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING • Branding / Positioning / Awareness • Lead Generation • Lead Nurturing • Customer Service • Customer Retention WHAT ARE YOU MEASURING?
- 6. BRAND PERCEPTION - KEYWORD MAPPING Keywords the Brand wants Keywords Social Media to be associated with associate the brand with Brand Perception Gap
- 7. BRAND PERCEPTION - KEYWORD MAPPING
- 8. BRAND PERCEPTION - KEYWORD MAPPING
- 9. BASIC METRICS 1. REACH • # Blog feed subscribers • # Followers on Twitter • # Fans / Likes on Facebook • # Members of LinkedIn / Facebook Group
- 10. *data for illustration purpose only BASIC METRICS 2. BUZZ • # of Mentions (Twitter, Facebook, blog posts) • # Conversations @ the Blog
- 11. *data for illustration purpose only BASIC METRICS 3. INFLUENCE ‘Cause not all social media users are made equal
- 12. *data for illustration purpose only BASIC METRICS 4. SENTIMENT
- 13. BASIC METRICS 5. ENGAGEMENT • # Interactions • # Response time • # Issues resolved
- 14. TOOLS OF THE TRADE ISSUES • Asian Language Tracking • Geography Segregation • Sentiment
- 15. www.SingMood.com
- 17. Blah Blah Blah Blah I can has Fans? Blah Social Media Douche-bag Expert
- 18. Ch a-C hin g!
- 20. 4 Followers • Mom • Dad • Neighbor's dog
- 21. Where is love?!
- 22. ANALYSIS / METRICS BEFORE YOU START PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis Inbound Analysis
- 23. *data for illustration purpose only ANALYSIS / METRICS BEFORE YOU START INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes?
- 24. ROI - THE HOLY GRAIL: CONVERSION METRICS SALES FOR B2C / E-COMMERCE LEAD GENERATION FOR B2B SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
- 25. SOCIAL MEDIA GENERATED TRAFFIC ADVANCED SEGMENTS
- 26. CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL Thank you page
- 27. CAMPAIGN AND URL TAGGING 2. CREATE SHORT URL
- 28. CAMPAIGN AND URL TAGGING 3. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3 http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
- 29. CAMPAIGN AND URL TAGGING Multi-Channel Funnel Reports
- 30. FACEBOOK ANALYTICS • Insights • Likes , Interaction • Web Analytics for Landing Page • Apps for Lead Generation