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

Social Media Analytics - #SearchFest 2013 Social Media Analytics - #SearchFest 2013 Presentation Transcript

  • Social Media AnalyticsGiving Social the Credit it Deserves MIKE PANTOLIANO
  • My Goals
  • What’s the ROI in Social Media? Everyone – All the timeMike Pantoliano @MikeCP
  • Source: Forrester Research, Inc.
  • FinancialPerspective How does SM affect sales?Mike Pantoliano @MikeCP
  • DigitalPerspective How does SM increase the value of/collaborate with our owned media?Mike Pantoliano @MikeCP
  • RiskManagementPerspective How well does SM allow us to act on PR issues?Mike Pantoliano @MikeCP
  • BrandPerspective How well does SM keep us at our user’s top-of-mindMike Pantoliano @MikeCP
  • Source: Forrester Research, Inc.
  • Let’s Do Some (traditional) AnalysisMike Pantoliano @MikeCP
  • $ $ $Mike Pantoliano @MikeCP
  • $ $ Conversion $Mike Pantoliano @MikeCP
  • $ What About These?! $ $Mike Pantoliano @MikeCP
  • This Sucks for Social
  • Social Everything Else
  • Let’s Talk About My Addiction toScavenger Hunts
  • Where’s the Money, Lebowski?
  • YIKES.
  • Social Analytics is Hard
  • Social Analytics is Hard (but now that we’ve hit rock bottom, let’s work our way up)
  • There is no silver bullet Once again, everyone, everMike Pantoliano @MikeCP
  • Metrics Schmetrics Source: Altimeter GroupMike Pantoliano @MikeCP
  • Measuring Off-Site Engagement
  • Don’t confuse the tool with the metric!
  • Followers/Fans@MentionsLikes/Shares/RTsClicks (bit.ly, ow.ly)Mike Pantoliano @MikeCP
  • Measuring On-Site Engagement
  • Man, those Distilled folksreally know their stuff!
  • Bounce!
  • 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
  • Invest in Micro-Conversion Goal Setup
  • Mike Pantoliano @MikeCP
  • Mike Pantoliano @MikeCP
  • Mike Pantoliano @MikeCP
  • Mike Pantoliano @MikeCP
  • Mike Pantoliano @MikeCP
  • Google Analytics Social Reports
  • Assisted ConversionsMike Pantoliano @MikeCP
  • Meh.
  • Here’s a custom report!http://bit.ly/VCJpndMike Pantoliano @MikeCP
  • Here’s a custom report! http://bit.ly/VCJpndhttp://bit.ly/VCJpndMike Pantoliano @MikeCP
  • Assisted Conversions by Network
  • Assisted Conversions by Network Um... Wow.
  • Old and BustedThe New Hotness
  • Multi-Channel Funnels
  • Assisted Conversions vs. Other Channels
  • Multi-Channel Funnels
  • Remember These? $ $ $Mike Pantoliano @MikeCP
  • Attribution Modeling Tool
  • Attribution Modeling Tool
  • In Conclusion
  • What’s the ROI in Social Media? Everyone – All the timeMike Pantoliano @MikeCP
  • Source: Forrester Research, Inc.
  • Measure On-SiteEngagement with Bounce Rate & Goals
  • Consider the WholeCustomer Journey
  • Thanks.Any questions? MIKE PANTOLIANO mike.pantoliano@distilled.net @MikeCP