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Social Analytics - Pubcon New Orleans - Alan K'necht & Adam Proehl
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Social Analytics - Pubcon New Orleans - Alan K'necht & Adam Proehl

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This is the slide deck for the presentation given by Alan K'necht & Adam Proehl at Pubcon New Orleans on March 20th, 2014. …

This is the slide deck for the presentation given by Alan K'necht & Adam Proehl at Pubcon New Orleans on March 20th, 2014.

We decided to try something that isn't usually done at Pubcon: That is a truly joint, tag team presentation. We knew it was either going to work fantastic, or it was going to bomb horribly.

Thankfully, the feedback was all positive. I really enjoyed working on this with my friend, Alan.

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  • Alan
  • Adam
  • Both
  • We’re going in depth – going to
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  • Adam read the quote – softball to Alan
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  • Alan – We’re all in Marketing – we should all be used to crazy acronyms
  • Alan to cover
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    Alan gave the Heinz Example.
    Other examples:
    Sales
    Support
    PR / Branding Goals
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    What has to happen for someone to come directly to your site?
    They have to know about you!
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    Learn?
    Customer
    Product
    Perception in the marketplace
    What’s working, what’s not?
    Help:
    Increase sales
    Lower cost?
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    NOTE: What are you trying to get out of it? Remember the “How will it help my business”?
    (depending on the answer, you might be better off in a rusty Ford)
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  • Adam to transition to Alan with a joke about his mayor 
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  • Transcript

    • 1. Social Media Measurements Presented by: Alan K’necht & Adam Proehl @aknecht @adamproehl • The ones that matter • Why they matter • How to get at them
    • 2. About Us Alan K’necht • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 • Founding Partner at Digital Always Media @aknecht
    • 3. About Us Adam Proehl • In Digital Marketing since 1998 • Specialize in complex & multi-channel sales • Principle at NordicClick Interactive – a Digital Marketing Agency based in Minneapolis • Instructor at the Online Marketing Institute & University of San Francisco @adamproehl
    • 4. @aknecht @adamproehl 10 Most Frequently Asked Questions about Measuring Social Media
    • 5. Why Top 10? @aknecht @adamproehl
    • 6. Works for Blogs @aknecht @adamproehl
    • 7. Works for Letterman @aknecht @adamproehl
    • 8. Got 10 Fingers @aknecht @adamproehl
    • 9. And……We’re kinda Lazy @aknecht @adamproehl
    • 10. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? ……….And Why @adamproehl Image Credit: 12160.info
    • 11. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? •Number of Followers •Number of Likes •Number of Comments •Number of Posts •Reach •Sentiment @aknecht
    • 12. Social Analytics in Perspective • Followers/Fans/Likes are to social media what Hits were to web analytics @aknecht
    • 13. Social Analytics in Perspective • Brands that only focus on Twitter/Pinterest/Instragram follower counts & Facebook likes are missing the point of social marketing • They’re measuring the wrong thing and wasting money! @aknecht
    • 14. State of Social Analytics • Similar spot as web analytics circa 1999 – Measuring followers, fans, etc. – Counting likes, shares, etc. @aknecht
    • 15. @adamproehl Q2: How can I tell if people actually give a crap about our stuff? Photo Credit: sodahead.com Token cat photo
    • 16. Consult Journalism 101 @adamproehl Measurements that Matter
    • 17. Tool: Shared Count www.sharedcount.com Example: @adamproehl
    • 18. Tool: Muckrack.com/whoshared Example: @adamproehl
    • 19. Topsy.com/links Example: @adamproehl
    • 20. Example: @adamproehl • Reviews • Tips • Suggestions Fried gator!
    • 21. Are people actually clicking and reading the link? Photo Credit: Sodahead You know, the reason you shared it to begin with? @adamproehl
    • 22. Free Tool: bitly bit.ly @aknecht
    • 23. • Realtime Analytics • Key Metrics @aknecht bitly
    • 24. @aknecht bitly
    • 25. Q2 – Who Cares? Measuring Success • Twitter/G+: Number of RTs or shares per Tweet/Post • Blogs: – Avg Number of comments/post – Avg number of shares/post • Pinterest – Avg Number of comments/post – Avg number of shares/post @aknecht
    • 26. Q2 – Who Cares? Measuring Success • Facebook: Likes, shares, and comments on a post • Instagram: – Avg Number of comments/post – Avg number of likes/post • FourSquare – Frequency of check ins – Comments & likes on check ins @aknecht
    • 27. Q2 – Who Cares? True Engagement Metrics Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz) • Conversion Rate • Comments/Replies • Applause Rate • Favs/Likes/+ • Amplification Rate • Shares/RT/Clicks @adamproehlbit.ly/1hfdfbr
    • 28. @adamproehl Q3: The C-Level – What are some must have’s in a social media report?
    • 29. “Treat the C-level the same as you would an 8 year old: Pretty pictures and simple numbers” - Alan K’necht Q3: The C-Level – What do you report? @aknecht
    • 30. The C-Suite just like kids: • They Talk in TLAs @aknecht
    • 31. The C-Suite just like kids: • They Talk in TLAs • CFO • CMO • CTO • ROI • CPA • MBO • Don’t use your SEO acronyms or jargon! @aknecht
    • 32. C-Level Reporting: Short Term: Volume, Mood, PR successes & problems Long Term: Social’s impact over sales – not easily attributable Q3: The C-Level – What do you report? @aknecht
    • 33. Draw Them A Treasure Map @aknecht
    • 34. Example: & @aknecht
    • 35. Q3: The C-Level – What do you report? ALWAYS tie back to a company goal @adamproehl • What’s public? • Semi public? • How is the C-level measured?
    • 36. @aknecht Q4: What is the measurement/signal that brands forget to think about? Impact on retail (social awareness at a retail level)
    • 37. @adamproehl Q4: What is the measurement/signal that brands forget to think about? Branded Keyword Queries
    • 38. Direct site traffic ………..unless you just get yours by magic Q4: What is the measurement/signal that brands forget to think about? @adamproehl
    • 39. @adamproehl Q5: What are some useful, AND reliable tools for measurement?
    • 40. Best Combination of Tools @adamproehl
    • 41. First, Ask Yourself: • What am I trying to learn? • How will this tool help my business? @adamproehl
    • 42. Also……. • Where do you need to go with it? • How fast do you need to get there? • Do you care how it looks? @adamproehl
    • 43. @adamproehl What do you really need?
    • 44. Nothing wrong with top tier tools but... @adamproehl
    • 45. What are you doing with what you have? @adamproehl Token 80’s icon photo
    • 46. What you already have: Example: Facebook Analytics @adamproehl
    • 47. Example: YouTube Analytics • Segmented Stats • Video Interactions • Source Data What you already have: @adamproehl
    • 48. Pinterest Source www.pinterest.com/source/URL Betty Crocker Example What you already have: @adamproehl
    • 49. Check Ins (Foursquare & Facebook) What you already have: @adamproehl
    • 50. What you already have: Share Counts @aknecht
    • 51. Twitter Apps Tweetdeck Hootsuite Crowdboaster What you already have: @aknecht
    • 52. Social Mention www.socialmention.com Tools: What’s Free @aknecht
    • 53. Tool: Tweriod, Followerwonk Simple: When is the best time to tweet to your followers? @aknecht Tools: What’s Free
    • 54. @aknecht Q6: How can you use social to influence search?
    • 55. @aknecht Q6: How can you use social to influence search? 6a: (answered with a question) “Search is highly dependent on one over riding component, which is __________________?”
    • 56. Q6: How can you use social to influence search? …..Some level of awareness @adamproehl
    • 57. @adamproehl Q6: How can you use social to influence search? Example: What is this?
    • 58. Trademarked Terms Trademarked Terms Category Term Category Term @adamproehl
    • 59. Example: Toyota Q6: How can you use social to influence search? @aknecht
    • 60. @aknecht Q6: How can you use social to influence search? 6b: “What about Links? Will social help me there?”
    • 61. YES!Great stuff to share + The right audience ----------------------------------------- = Natural links (The best kind) @aknecht
    • 62. And…..NO! @adamproehl Page likes won’t help with the algorithm
    • 63. If no one else cares about your stuff…. ….then don’t expect the search engines to, either. Food for Thought @adamproehl
    • 64. @adamproehl Understand Causation vs. Correlation If it rains, you use an umbrella
    • 65. @adamproehl Understand Causation vs. Correlation Using an umbrella doesn’t mean it’s raining
    • 66. @aknecht Q7: Example of a big brand doing it right?
    • 67. @aknecht Q7: Example of a big brand doing it right?
    • 68. @aknecht Q7: Example of a big brand doing it right?
    • 69. Their most important tools @aknecht
    • 70. @aknecht Q8: Example of a small brand doing it right?
    • 71. @aknecht Q8: Example of a small brand doing it right?
    • 72. @adamproehl Q8: Example of a small(er) brand doing it right? • Pinterest Promotion • Measured pins • Crowdsourced a new blend inspiration • “Real Life Board” at Mall Credit: Colle+McVoy Agency
    • 73. @adamproehl Q9: How do I tie sales & revenue back to social activity? • How do you value a cocktail party?
    • 74. @adamproehl Q9: How do I tie sales & revenue back to social activity? Sales/Revenue: Low instant gratification signals (usually) Customer Service High instant gratification signals
    • 75. @adamproehl Q10: Why can’t I use junior interns to manage my social media? …..Seriously
    • 76. • They might have 5K friends on FB @adamproehl
    • 77. • But haven’t used it for: – Business Marketing – Promoting others – Customer Service @aknecht
    • 78. A10: #OUCH! @aknecht
    • 79. A10: Alan’s Mayor: Was it the crack smoking? Drunken stupor? or The intern? You decide… @aknecht @adamproehl
    • 80. Bonus: Final Thought ONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts @aknecht @adamproehl Success measurement might equal no more than one of these
    • 81. Bonus: Final Thought #2 Social Analytics = The ultimate actionable data @aknecht @adamproehl
    • 82. Bonus: Final Thought #3 Social Analytics: Don’t wait for the dashboard to take action – you may be too late! @aknecht @adamproehl
    • 83. Thank You Alan K’necht alan@digitalalwaysmedia.com @aknecht Adam Proehl adam@digitalalwaysmedia.com @adamproehl

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