Measuring	  the	  value	  of	  Social	  MediaMay,	  2012	  	  Chris	  Anderson	  @chanderson0,	  @googleanaly4cs	  1   Goo...
                                                  The	  Problem:          Measuring	  the	  value	  of	  Social	  Media	  ...
                                                  The	  Problem:          Measuring	  the	  value	  of	  Social	  Media	  ...
How	  do	  marketers	  view	  social	  media?	  MarketingSherpa (Nov, 2011) Social Marketing Report “What are clients’ att...
How	  do	  marketers	  view	  social	  media?	  MarketingSherpa (May, 2011) Social Media Report    “How do marketers perce...
How	  do	  marketers	  view	  social	  media?	  MarketingSherpa (May, 2011) Social Media Report    “How do marketers perce...
Wait…	  what	  about	  #	  of	  followers	  or	  #	  shares?	  7   Google confidential                                    ...
                                                  The	  Problem:          Measuring	  the	  value	  of	  Social	  Media	  ...
Web	  1.0	                    Social	             Content	                                     Anyone	                    ...
Web	  1.0	                    Social	            Content	                           Publisher          CreaCon	           ...
Measurement has not kept pace360 view of actions is hard to pull together                                Share            ...
                                                  The	  Problem:          Measuring	  the	  value	  of	  Social	  Media	  ...
Social	  ReporCng	  in	  Google	  AnalyCcs                                             	                     helping	  you...
Social Reports in Google AnalyticsProduct focus                               Your business        Actions off-site       ...
Introducing Social ReportsMeasure & optimize the impact of social media                          Conversions – Make Social...
Measuring	  the	  Value	  of	  Social	  Going	  beyond	  the	  last-­‐click!	        •  Measure the ”Last Interaction” val...
What is “Social Data Hub”?google.com/analytics/socialhubWhat•  Data platform, based on open standards: ActivityStream, Pub...
Social Data Hub                          google.com/analytics/socialhub19 Google confidential
Social Data Hub20 Google confidential
On-­‐Site	  Social	  Ac4vity	  Create	  a	  social	  feedback	  loop.	     •  Install social plugin JavaScript -> see user...
DEMO	                           let’s	  get	  hands	  on..	  22 Google confidential
Measuring	  the	  Value	  of	  Social	  Track	  individual	  Goals	  &	  Ecommerce	  transacCons	  23 Google confidential
Which	  networks	  drive	  visits	  to	  my	  site?	  And	  which	  pages	  are	  the	  most	  popular	  on	  each	  netwo...
Which	  social	  sources	  bring	  my	  visitors?	  Flow	  visualizaCon	  25 Google confidential
Where	  is	  my	  off-­‐site	  engagement?	  Every	  audience	  and	  network	  is	  different	  26 Google confidential
What	  are	  my	  content	  off-­‐site	  engagement?	  Deep	  dive	  into	  social	  conversaCons	  across	  social	  chann...
More	  social	  analy4cs	  tools	  Get	  even	  deeper	  insights	   Campaign Tagging – Track the untrackable  •  Supply d...
Summary	  everything	  you	  need	  to	  measure	  and	  op7mize	  social                                                 ...
Multiple Measurement ChallengesIncomplete view, data not comprehensive   Upper funnel                      Social Data    ...
Introducing Social ReportsMeasure & optimize the impact of social media                          Conversions – Make Social...
Google Analytics Social Toolkit       Sharper tools to measure and optimize social media                                  ...
Thank	  you!	                           we	  would	  love	  to	  hear	  your	  feedback	  and	  ques7ons	                 ...
Chris Anderson - Google US - Measuring the Value of Social Media - KEYNOTE at GABC 2012
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Chris Anderson - Google US - Measuring the Value of Social Media - KEYNOTE at GABC 2012

  1. 1. Measuring  the  value  of  Social  MediaMay,  2012    Chris  Anderson  @chanderson0,  @googleanaly4cs  1 Google confidential
  2. 2.   The  Problem: Measuring  the  value  of  Social  Media  1 Difficult to link to business value2 Complexity of the social space3 Off-site interaction Google Confidential and Proprietary
  3. 3.   The  Problem: Measuring  the  value  of  Social  Media  1 Difficult to link to business value2 Complexity of the social space3 Off-site interaction Google Confidential and Proprietary
  4. 4. How  do  marketers  view  social  media?  MarketingSherpa (Nov, 2011) Social Marketing Report “What are clients’ attitude toward social media for generating return on investment?”4 Google confidential Google Confidential and Proprietary
  5. 5. How  do  marketers  view  social  media?  MarketingSherpa (May, 2011) Social Media Report “How do marketers perceive social marketing’s ability to produce a return on investment (ROI)?” “Social marketing isn’t measurable, but since everyone is doing it we’ll look foolish if we don’t do it, too. Let’s face it, the majority of social media marketers are just throwing spaghetti at the wall and hoping some will stick.”5 Google confidential Google Confidential and Proprietary
  6. 6. How  do  marketers  view  social  media?  MarketingSherpa (May, 2011) Social Media Report “How do marketers perceive social marketing’s ability to produce a return on investment (ROI)?” Social Search Direct Social “Social marketing isn’t measurable, but since everyone is doing it Last Click we’ll look foolish if we don’t do it, too. social conversion First Click, assisted conversion Let’s face it, the majority of social media marketers are just throwing spaghetti at the wall and hoping some will stick.”6 Google confidential Google Confidential and Proprietary
  7. 7. Wait…  what  about  #  of  followers  or  #  shares?  7 Google confidential Google Confidential and Proprietary
  8. 8.   The  Problem: Measuring  the  value  of  Social  Media  1 Difficult to link to business value2 Complexity of the social space3 Off-site interaction Google Confidential and Proprietary
  9. 9. Web  1.0   Social   Content   Anyone   Publisher CreaCon     Content   Many  digital  mediums   A Site DistribuCon   User  &  Brand  distributed       Content   Web  browsers,  feed  reader,   BrowserConsumpCon   social  networks,  microblogs,  …      9 Google confidential Google Confidential and Proprietary
  10. 10. Web  1.0   Social   Content   Publisher CreaCon     Content   Many   A Site DistribuCon     Content   Web  browsers,  feed  reader,   BrowserConsumpCon   social  networks,  microblogs,  …      10 Google confidential Google Confidential and Proprietary
  11. 11. Measurement has not kept pace360 view of actions is hard to pull together Share Save Post economic value? Your Social Ecosystem Speak Vote11 Google confidential
  12. 12.   The  Problem: Measuring  the  value  of  Social  Media  1 Difficult to link to business value2 Complexity of the social space3 Off-site interaction Google Confidential and Proprietary
  13. 13. Social  ReporCng  in  Google  AnalyCcs   helping  you  measure  the  value  of  social   Google Confidential and Proprietary
  14. 14. Social Reports in Google AnalyticsProduct focus Your business Actions off-site 3 OnSite Social Engagement1 2 Site Visit 4 Conversion Social CRM, 5 Support & Engagement15 Google confidential
  15. 15. Introducing Social ReportsMeasure & optimize the impact of social media Conversions – Make Social Accountable •  Link social activity to conversion metrics •  Measure upper and lower bound social impact figures Social Sources •  Determine which social networks drive visits & conversions •  Identify most popular social content Off-site Activities •  Gain insight into customer actions across social networks E.g. what was said (publicly) by visitors from G+ On-site Activities (via Social Plugins) •  Understand how users engage with content on-site E.g. engaged users stay longer, buy more their lifecycle16 Google confidential
  16. 16. Measuring  the  Value  of  Social  Going  beyond  the  last-­‐click!   •  Measure the ”Last Interaction” value of Social •  Measure the ”Assisted” (upper-funnel) value of Social17 Google confidential
  17. 17. What is “Social Data Hub”?google.com/analytics/socialhubWhat•  Data platform, based on open standards: ActivityStream, Pubsubhubbub•  Google Analytics will pilot social analytics across these sourcesWhy•  Improve visibility of impact of social to marketers and publishers•  Provide a toolkit to measure and optimize diverse social channelsWhen•  Available to the public as of Dec 201118 Google confidential
  18. 18. Social Data Hub google.com/analytics/socialhub19 Google confidential
  19. 19. Social Data Hub20 Google confidential
  20. 20. On-­‐Site  Social  Ac4vity  Create  a  social  feedback  loop.   •  Install social plugin JavaScript -> see users’ social activities •  Automatic integration with existing share tools21 Google confidential
  21. 21. DEMO   let’s  get  hands  on..  22 Google confidential
  22. 22. Measuring  the  Value  of  Social  Track  individual  Goals  &  Ecommerce  transacCons  23 Google confidential
  23. 23. Which  networks  drive  visits  to  my  site?  And  which  pages  are  the  most  popular  on  each  network?  24 Google confidential
  24. 24. Which  social  sources  bring  my  visitors?  Flow  visualizaCon  25 Google confidential
  25. 25. Where  is  my  off-­‐site  engagement?  Every  audience  and  network  is  different  26 Google confidential
  26. 26. What  are  my  content  off-­‐site  engagement?  Deep  dive  into  social  conversaCons  across  social  channels  27 Google confidential
  27. 27. More  social  analy4cs  tools  Get  even  deeper  insights   Campaign Tagging – Track the untrackable •  Supply data to Google Analytics based your individual tracking needs – source, medium, campaign YouTube Analytics – Google Analytics for Channels •  Track YouTube Channel pages as regular Google Analytics web properties •  Great loyalty, brand measures28 Google confidential
  28. 28. Summary  everything  you  need  to  measure  and  op7mize  social   Google Confidential and Proprietary
  29. 29. Multiple Measurement ChallengesIncomplete view, data not comprehensive Upper funnel Social Data Off-site Impact silos engagement is hard to capture hard to aggregate and is hard to identify and understand compare and measure Hard to Assign Value Social is not easily linked to outcomes30 Google confidential
  30. 30. Introducing Social ReportsMeasure & optimize the impact of social media Conversions – Make Social Accountable •  Link social activity to conversion metrics •  Measure upper and lower bound social impact figures Social Sources •  Determine which social networks drive visits & conversions •  Identify most popular social content Off-site Activities •  Gain insight into customer actions across social networks E.g. what was said (publicly) by visitors from G+ On-site Activities (via Social Plugins) •  Understand how users engage with content on-site E.g. engaged users stay longer, buy more their lifecycle31 Google confidential
  31. 31. Google Analytics Social Toolkit Sharper tools to measure and optimize social media Expansive Social Referral Tracking +1 Votes 400+ sources Share Bookmark Conversions Value-based measurement for last interaction and assisted Off-site ActivitySocial Search Direct Social Website & and related site visitsFirst Click, Last Click Conversionsassisted social conversionconversion On-site Activity How do users who use social buttons behave? 32 Google confidential
  32. 32. Thank  you!   we  would  love  to  hear  your  feedback  and  ques7ons   Chris Anderson chrisanderson@google.com33 Google confidential Google Confidential and Proprietary

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