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Social Media Analytics - #SearchFest 2013
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Social Media Analytics - #SearchFest 2013

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This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure …

This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure the short term financial benefits.

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  • This perspective is not about creating positive ROI but reducing unforeseen negative ROI in the future
  • awareness, purchase intent, preference, brand association, or other measures of long-term brand health
  • Transcript

    • 1. Social Media AnalyticsGiving Social the Credit it Deserves MIKE PANTOLIANO
    • 2. My Goals
    • 3. What’s the ROI in Social Media? Everyone – All the timeMike Pantoliano @MikeCP
    • 4. Source: Forrester Research, Inc.
    • 5. FinancialPerspective How does SM affect sales?Mike Pantoliano @MikeCP
    • 6. DigitalPerspective How does SM increase the value of/collaborate with our owned media?Mike Pantoliano @MikeCP
    • 7. RiskManagementPerspective How well does SM allow us to act on PR issues?Mike Pantoliano @MikeCP
    • 8. BrandPerspective How well does SM keep us at our user’s top-of-mindMike Pantoliano @MikeCP
    • 9. Source: Forrester Research, Inc.
    • 10. Let’s Do Some (traditional) AnalysisMike Pantoliano @MikeCP
    • 11. $ $ $Mike Pantoliano @MikeCP
    • 12. $ $ Conversion $Mike Pantoliano @MikeCP
    • 13. $ What About These?! $ $Mike Pantoliano @MikeCP
    • 14. This Sucks for Social
    • 15. Social Everything Else
    • 16. Let’s Talk About My Addiction toScavenger Hunts
    • 17. Where’s the Money, Lebowski?
    • 18. YIKES.
    • 19. Social Analytics is Hard
    • 20. Social Analytics is Hard (but now that we’ve hit rock bottom, let’s work our way up)
    • 21. There is no silver bullet Once again, everyone, everMike Pantoliano @MikeCP
    • 22. Metrics Schmetrics Source: Altimeter GroupMike Pantoliano @MikeCP
    • 23. Measuring Off-Site Engagement
    • 24. Don’t confuse the tool with the metric!
    • 25. Followers/Fans@MentionsLikes/Shares/RTsClicks (bit.ly, ow.ly)Mike Pantoliano @MikeCP
    • 26. Measuring On-Site Engagement
    • 27. Man, those Distilled folksreally know their stuff!
    • 28. Bounce!
    • 29. Adjusted Bounce Rate<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX-1]); _gaq.push([_trackPageview]); setTimeout("_gaq.push([_trackEvent, 15_seconds, read])",15000);http://bit.ly/XlzMnUMike Pantoliano @MikeCP
    • 30. Invest in Micro-Conversion Goal Setup
    • 31. Mike Pantoliano @MikeCP
    • 32. Mike Pantoliano @MikeCP
    • 33. Mike Pantoliano @MikeCP
    • 34. Mike Pantoliano @MikeCP
    • 35. Mike Pantoliano @MikeCP
    • 36. Google Analytics Social Reports
    • 37. Assisted ConversionsMike Pantoliano @MikeCP
    • 38. Meh.
    • 39. Here’s a custom report!http://bit.ly/VCJpndMike Pantoliano @MikeCP
    • 40. Here’s a custom report! http://bit.ly/VCJpndhttp://bit.ly/VCJpndMike Pantoliano @MikeCP
    • 41. Assisted Conversions by Network
    • 42. Assisted Conversions by Network Um... Wow.
    • 43. Old and BustedThe New Hotness
    • 44. Multi-Channel Funnels
    • 45. Assisted Conversions vs. Other Channels
    • 46. Multi-Channel Funnels
    • 47. Remember These? $ $ $Mike Pantoliano @MikeCP
    • 48. Attribution Modeling Tool
    • 49. Attribution Modeling Tool
    • 50. In Conclusion
    • 51. What’s the ROI in Social Media? Everyone – All the timeMike Pantoliano @MikeCP
    • 52. Source: Forrester Research, Inc.
    • 53. Measure On-SiteEngagement with Bounce Rate & Goals
    • 54. Consider the WholeCustomer Journey
    • 55. Thanks.Any questions? MIKE PANTOLIANO mike.pantoliano@distilled.net @MikeCP

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