SOCIAL MEDIA ANALYTICSMEASURING WHAT MATTERSANOL BHATTACHARYA
GETIT COMMSMARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES• CONSULTANCY• CUSTOM CONTENT CREATION• DELIVERY, DEPLOYMENT  ...
www.B2Bento.com
WHY IS SOCIAL MEDIA FOR MARKETINGDIFFICULT TO ANALYZE / MEASURE?
SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING• Branding / Positioning / Awareness• Lead Generation• Lead Nurturing• Custom...
BRAND PERCEPTION - KEYWORD MAPPINGKeywords the Brand wants                          Keywords Social Media to be associated...
BRAND PERCEPTION - KEYWORD MAPPING
BRAND PERCEPTION - KEYWORD MAPPING
BASIC METRICS1. REACH• # Blog feed subscribers• # Followers on Twitter• # Fans / Likes on Facebook• # Members of LinkedIn ...
*data for illustration purpose only    BASIC METRICS    2. BUZZ    • # of Mentions (Twitter, Facebook, blog posts)    • # ...
*data for illustration purpose only    BASIC METRICS    3. INFLUENCE        ‘Cause not all social media users are made equal
*data for illustration purpose only    BASIC METRICS    4. SENTIMENT
BASIC METRICS5. ENGAGEMENT   • # Interactions   • # Response time   • # Issues resolved
TOOLS OF THE TRADEISSUES • Asian Language Tracking • Geography Segregation • Sentiment
www.SingMood.com
MarketersSocial MediaBandwagon
Blah Blah          Blah Blah              I can has Fans?             BlahSocial Media Douche-bag Expert
Ch     a-C           hin                 g!
Few months later....
4 Followers   • Mom   • Dad   • Neighbors   dog
Where is love?!
ANALYSIS / METRICS BEFORE YOU STARTPROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?    Outbound Analysis   Inbound Analysis
*data for illustration purpose only    ANALYSIS / METRICS BEFORE YOU START    INFLUENCER MAPPING     • Who are talking abo...
ROI - THE HOLY GRAIL: CONVERSION METRICS  SALES FOR B2C / E-COMMERCE  LEAD GENERATION FOR B2B  SOCIAL ANALYTICS - WEB ANAL...
SOCIAL MEDIA GENERATED TRAFFICADVANCED SEGMENTS
CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL                           Thank you page
CAMPAIGN AND URL TAGGING2. CREATE SHORT URL
CAMPAIGN AND URL TAGGING3. TAG URL                                  Google Analytics URL Builder: http://goo.gl/bCkQ3http:...
CAMPAIGN AND URL TAGGING                           Multi-Channel Funnel Reports
FACEBOOK ANALYTICS• Insights  • Likes , Interaction• Web Analytics for Landing Page• Apps for Lead Generation
ANOL BHATTACHARYA
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Social Media Analytics - Measuring what matters

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Social Media Analytics - Measuring what matters

  1. 1. SOCIAL MEDIA ANALYTICSMEASURING WHAT MATTERSANOL BHATTACHARYA
  2. 2. GETIT COMMSMARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES• CONSULTANCY• CUSTOM CONTENT CREATION• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
  3. 3. www.B2Bento.com
  4. 4. WHY IS SOCIAL MEDIA FOR MARKETINGDIFFICULT TO ANALYZE / MEASURE?
  5. 5. SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING• Branding / Positioning / Awareness• Lead Generation• Lead Nurturing• Customer Service• Customer Retention WHAT ARE YOU MEASURING?
  6. 6. BRAND PERCEPTION - KEYWORD MAPPINGKeywords the Brand wants Keywords Social Media to be associated with associate the brand with Brand Perception Gap
  7. 7. BRAND PERCEPTION - KEYWORD MAPPING
  8. 8. BRAND PERCEPTION - KEYWORD MAPPING
  9. 9. BASIC METRICS1. REACH• # Blog feed subscribers• # Followers on Twitter• # Fans / Likes on Facebook• # Members of LinkedIn / Facebook Group
  10. 10. *data for illustration purpose only BASIC METRICS 2. BUZZ • # of Mentions (Twitter, Facebook, blog posts) • # Conversations @ the Blog
  11. 11. *data for illustration purpose only BASIC METRICS 3. INFLUENCE ‘Cause not all social media users are made equal
  12. 12. *data for illustration purpose only BASIC METRICS 4. SENTIMENT
  13. 13. BASIC METRICS5. ENGAGEMENT • # Interactions • # Response time • # Issues resolved
  14. 14. TOOLS OF THE TRADEISSUES • Asian Language Tracking • Geography Segregation • Sentiment
  15. 15. www.SingMood.com
  16. 16. MarketersSocial MediaBandwagon
  17. 17. Blah Blah Blah Blah I can has Fans? BlahSocial Media Douche-bag Expert
  18. 18. Ch a-C hin g!
  19. 19. Few months later....
  20. 20. 4 Followers • Mom • Dad • Neighbors dog
  21. 21. Where is love?!
  22. 22. ANALYSIS / METRICS BEFORE YOU STARTPROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis Inbound Analysis
  23. 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. 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. 25. SOCIAL MEDIA GENERATED TRAFFICADVANCED SEGMENTS
  26. 26. CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL Thank you page
  27. 27. CAMPAIGN AND URL TAGGING2. CREATE SHORT URL
  28. 28. CAMPAIGN AND URL TAGGING3. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  29. 29. CAMPAIGN AND URL TAGGING Multi-Channel Funnel Reports
  30. 30. FACEBOOK ANALYTICS• Insights • Likes , Interaction• Web Analytics for Landing Page• Apps for Lead Generation
  31. 31. ANOL BHATTACHARYA

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