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