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 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
  • Social Media Analytics - #SearchFest 2013

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

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