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Social Media Analytics Demystified


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Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and …

Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and YouTube Insights, and the data you need to track in order to know what your online community wants, develop engaging content, support the community, and meet your goals. The presentation also includes references to several DIY social media metrics dashboards you can use in your business.

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  • Channels: email/enewsletter,facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  • A is the org goals.  B is what the audience is interested in (or their goals, needs, etc.)  What's in the middle is generally where THE conversation topic is going to be.
  • Resource:
  • Training providers: FREE: Google Analytics Help, LunaMetrics
  • In today’s world, data is not something else.
  • Transcript

    • 1. Demystifying Social Media Analytics Presented by Debra Askanase, Engagement Strategist April 8, 2013 City of Cambridge
    • 2. About Debra AskanaseDigital Engagement StrategistFormer business consultant,executive director, programmanager, and communityorganizer
    • 3. Today’s Working Agenda• Overview: Defining specific goals• A tour of important analytics: Facebook, YouTube, Google Insights• Key metrics for Facebook, YouTube, and Google Analytics• Setting up your own metrics dashboards
    • 4. Who’s in the Room?• Introduce yourself: name, type of business, what social media channels you use• How would measurement change what you are doing with social media?
    • 5. Goals and QuestionsKnowing what you want to measure is most of the work!
    • 6. Measurement Requires Strategy Frist 2012 Nonprofit Social Networking Benchmark Report
    • 7. Develop Post to Define content and social mediayour goals data points channels What Measure content key data does not points engage? against goals Optimize that What content! content engages?
    • 8. Identify Communications GoalsWhat are your “aspirational organizational” goals? What should your communications accomplish? How could communications also accomplishinternal, segmented, or audience-specific goals? Are they SMART goals?
    • 9. Define Your SMART Communication GoalsSpecific Design your social media activities to meet yourMeasurable business goals:Attainable • brand awareness • membershipRealistic • sales • sales leadsTimely • specific segment attraction
    • 10. Some SMART Communication Goals1. 10 new purchase inquiries from new geographic areas (NYC, Hartford) a month Google Analytics: referral visits to website from Measurement: social media channels, form completions2. 10% higher enrollment by Dec. 31 and Feb. 1 than prior year Measurement: Measure success of social media campaign, GA referral visits from social media to registration3. Increased engagement from existing network Deeper engagement on social media channels, test Measurement: success of social media campaign, referral mentioned at purchase, GA referral visits to registration site
    • 11. Share Pair Exercise1. What are your aspirational goals?2. Develop two SMART social media goals.**Remember that SMART goals: • Include a target number or percentage • Are time-specific • Are realistic!
    • 12. Blogging Micro RSS Feeds Blogging ImageListserv Choose Sharing your tools Forums Video Sharing Social Networking Podcasts Widgets
    • 13. Blog YouTube URLFacebook Twitter
    • 14. Four Key Questions To Ask (and the tools to get you there)1. Are my social activities referring visitors to the site? *view in Google Analytics2. Is social content sending people to where I want them to go? *view in Google Analytics3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in clicks and RTs4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter, paid), FB posts, YouTube Insights
    • 15. In the end, it’s all aboutcontent & engagement
    • 16. Facebook Page* Insights: A Tour 6 metrics you want to keep your eye on*only Pages have Insights, Facebook Groups do not
    • 17. 6 Key Facebook InsightsContent: reach, engagementReceptivity: Reach & core audienceTraffic Sources: How are they finding you?Engagement: PTAT is interactionLikes: where they are coming fromDemographics: Likes and PTAT
    • 18. FB Insights: High Level Overview
    • 19. Content: What Resonates
    • 20. Receptivity: Reach & Core Audience
    • 21. Traffic Sources: Where Are Viewers Coming From? Find this list at the bottom of the “Reach” Insights tab
    • 22. Where Are Likes Coming From?
    • 23. Measuring Engagement
    • 24. Relationships: Engagement and Reach
    • 25. Engagement influences Reach => More Page Likes
    • 26. Demographics: Likes and PTAT Likes demographics
    • 27. Demographics: Likes and PTAT PTAT demographics
    • 28. What Content Resonates?Case Study of Three Camps
    • 29. Digging deeper …
    • 30. …and deeper still into content popularity/reach
    • 31. Share Pairs: FB Thoughts, Takeaways
    • 32. Facebook Insights for content and engagement Post & PTAT reach
    • 33. YouTube Insights: A Tour 6 metrics you want to keep your eye on
    • 34. 6 Key YouTube InsightsViews: filter by video, top videos, time watchedSubscribersShares: Which videos are compellingDiscovery Playback Locations: where viewersare coming fromTraffic: Analyze traffic by video (no screenshots)Demographics: Overall and by specific video
    • 35. YouTube is Equal to Google Search • 95% of Americans use Google Search • 95% of Americans use YouTube Search • 46.8% browse YouTube several times daily content
    • 36. YouTube Channel Overview
    • 37. Overview by Video
    • 38. Views and Top Videos
    • 39. Subscribers
    • 40. Shares: What’s Compelling
    • 41. Discovery & Playback Location (1)
    • 42. Discovery & Playback Location (2)
    • 43. Overall Channel Demographics
    • 44. Share Pairs: YTThoughts, Takeaways
    • 45. YouTube Insights for content and engagement Views, s & subscribers hares
    • 46. Google Analytics: A Tour 6 metrics you want to keep your eye on
    • 47. 6 Key Google Analytics MetricsVisitors: OverallContent: what resonatesTraffic: Where are they going?Time on site: bounce rate, time by referralsourceReferral sources: is social media working??Are they doing what we want them to do?
    • 48. Google Analytics is Free BUT Employee Time Is Not …invest in training or external guidance! 51
    • 49. s
    • 50. Visitors: How many people look at our site?
    • 51. Content: What are people looking at?
    • 52. Sources: How do people find our website? 55
    • 53. Look Deeply At Referral Sources
    • 54. Social Media Traffic Sources *Use Social Sources in Google Analytics
    • 55. Set Up Traffic Spike Alerts by Referral Source
    • 56. Where do they go to?Where do they drop off?
    • 57. Is social doing its job?
    • 58. What do we want people to do? (“Calls to action”)
    • 59. Are they doing those things?
    • 60. Google Analytics metrics for content and engagement Content Pages, time on views site
    • 61. This Is Just the Beginning!Geography/Language TargetingAdWordsReal-time statisticsBenchmarkingGoogle Traffic AlertsIn-page analytics …and so much more! 64
    • 62. Putting It All Together: DIY Dashboards Pay attention to what really matters
    • 63. Free DIY Metrics ResourcesFacebook Insights (PTAT)YouTube Insights (shares) clicksAddThisPinterest repinsRowfeederGoogle
    • 64. Is the Conversation Compelling?
    • 65. Add Page Sharing Analytics from
    • 66. Dashboard
    • 67. DIY Dashboards
    • 68. A Twitter Dashboard
    • 69. Set up your own DIY Google Analytics dashboards in less than 5 minutes!
    • 70. A downloadablemetrics dashboard foryou to customizeFind online at
    • 71. DIY Dashboard: Top Level Stats
    • 72. DIY Dashboard: Facebook
    • 73. DIY Dashboard: Meet SMART Goals?
    • 74. Wrapping Up: Where to StartKnow what you want to know before digging into thedataBe a data nerd: tracking is learningPlan to have integrated toolsDemystify “data” for your companyFREE is not FREE - invest in training or get help!!!! 80
    • 75. What Will You Begin To Measure Today?
    • 76. Facebook Insights Resources• Customizable online metrics tracking spreadsheet for you to use and share:• Facebook page insights, explained:• Applying social metrics framework to the new Facebook Insights, from Beth Kanter:• How to use the new Facebook insights (video tutorial), from John Haydon: insights-video-tutorial/• Using Facebook to Meet Your Mission, Idealware report: 82
    • 77. Web Analytics Resources• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE):• Frogloop Blog Post: google-analytics-to-track-a-nonprofit-website-part-1.html• Google Analytics Help:• Google Analytics Getting Started:• Google Analytics Blog:• LunaMetrics:• eMetrics Marketing: 83
    • 78. Resources via• Engagement metrics:•• YouTube tips and tutorials: tutorials• Facebook best practices and research: 84
    • 79. I’m always available to answer follow-up questions!Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: @askDebraOther slides: (617) 682-2977