Analytics for social media marketing

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Whether or not we should be measuring social media, or why we should be measuring it. Measuring social media ROI isn’t impossible, but it can be difficult because many of the pieces that need to be …

Whether or not we should be measuring social media, or why we should be measuring it. Measuring social media ROI isn’t impossible, but it can be difficult because many of the pieces that need to be evaluated are difficult to track. Lets track down those pieces and determine the ROI you’re getting on social media.
Topics included:
• What to measure in social media?
• What tools will help you measure social media?
• The basic building blocks of a measurement dashboard for community managers?

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  • Twellow is an online directory of Twitter users that are arranged into various categories. It allows you to find people with similar interests who you can follow and interact with. Tweet volume shows you how often a keyword is mentioned on Twitter. We can use it to understand how powerful our competitors are on Twitter.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.

Transcript

  • 1. Analytics for social media marketing To measure or not?
  • 2. Presenter
    • ALPA M. BAROT
    • Assistant Manager Social Media Marketing at Regalix Inc
    • Online marketing professional specialized in Social Media and Word of mouth marketing strategy
    • Experienced in working with B2B and B2C clients across various domains
    • Has a good knowledge of social media marketing and its channels such as Twitter, Facebook, LinkedIn, YouTube, etc.
    • Experienced with various tools & applications to make the best out of the above mentioned channels
    • Skill set ranges from Planning, Strategizing, Implementing, Analyzing a social media campaign
  • 3. Table of Content
    • Social Media Marketing
    • What to measure in social media?
    • What tools will help you measure social media?
    • The basic building blocks of a measurement dashboard for community managers?
  • 4. Social Media Marketing
  • 5. Social Media Marketing Social Media Marketing channels 3 most important parts in any social media campaign
  • 6. What to measure?
  • 7. What to measure in Social Media
    • Easy to measure with most traditional marketing channels
    • Difficult to measure ROI from social media, but not impossible
    • What is the nature of each channel:
    Channel Nature What to measure Facebook Networking
    • Number of fans
    • Interaction level
    • New fans
    • Unique visitors
    Twitter Microblogging
    • Number of followers
    • Retweets
    YouTube Infotainment
    • Number of views
    • Subscribers to your channel
    • Friends in your channel
    • Ratings
    • Favorites
    Slideshare / Docstoc Knowledge sharing
    • Number of views
    • Number of downloads
    • Ratings
    • Favorites
  • 8. Facebook measurement
    • What to measure on Facebook?
    • Number of fans
    • Number of wall posts
    • Interaction level – per post
    • Post quality
    • Page views
    • Demographics of your fans
  • 9. Twitter measurement Retweet rank: number of times your tweet has been retweeted Number of followers – the most important metric in twitter
  • 10. YouTube measurement Ratings for the video Number of views – the most important metric to measure Demography of our viewers
  • 11. Slideshare / Docstoc measurement Top presentation of the day on slideshare Metrics to measure: views, comments, favorite & download
  • 12. What tools will help you measure?
  • 13. Tools for measurement Phase Tool Comment Monitoring (Listening) Google Alerts Get updates on who's talking about you, your industry, your customers YourVersion Whostalking monitorThis Monitoring and Analysis Social Mention Radian 6 JamieQ Measuring Google Analytics Google analytics will allow you to track your traffic levels (among other things) and will allow to identify where you traffic is coming from Bit.ly Bit.ly shortens long URLs and gives us the number of clicks to each of the links Twitter Management Tweetdeck The ultimate Twitter management system   Hootsuite Manage multiple twitter accounts from one dashboard   Twitterfeed Set your RSS feeds to post automatically on Twitter   Twitterssearch Find anything on Twitter real-time. For tagging, use the # (hash) tag   Buzzom.com Excellent twitter management tool
  • 14. Monitoring tool Monitoring & Analysis tool
  • 15. Monitoring tool (1/4) Handy uses for Google alerts Creating an alert for “Social Media Marketing” Alerts in our mail box
  • 16. Monitoring tool (2/4) Enter keyword here
  • 17. Monitoring tool (3/4) Enter keyword here Monitors conversations from the following channels
  • 18. Monitoring tool (4/4) Enter keyword here Monitors conversations from the mentioned channels
  • 19. Monitoring & Analysis tool (1/2) Enter keyword and the category Analysis by social mention
  • 20. Monitoring & Analysis tool (2/2)
  • 21. Measuring tools
  • 22. Measuring tool Traffic sources Visits to the website
  • 23. Measuring tool Enter the long URL here Tracking the number of clicks for a particular link
  • 24. Twitter Management tools
  • 25. Twitter Tool (1/4) Tweets from all my friends How many times I have been mentioned by others Direct messages
  • 26. Twitter Tool (2/4) Direct messages How many times I have been mentioned by others
  • 27. Twitter Tool (3/4)
  • 28. Twitter Tool (4/4)
  • 29. The basic building blocks of a measurement
    • Understanding the campaign objective / goal
    • Creating a social media campaign based on the goals
    • Understanding the nature of each channel and mapping the metrics to it
    • Reporting and Analysis
  • 30. Facts & Recommendations
    • Mashable reported on a survey - 84% of social media programs don’t measure return on investment
    • Before you set out to measure and monitor your social media returns, you need to have a clear idea of what it is you want to accomplish
    • The trick is to not rely solely on the numbers, but on what the numbers end up leading to
      • For instance:
        • Are people that find your website from Twitter or Facebook then clicking on your product pages or going to the e-Commerce section of your site?
        • Are users getting aware of your product in the online space?
        • That’s the sort of data you want to be able to look for
    • Efforts from Social Media Marketing can be measured, but we have to be clear on exactly this channel can do
  • 31. About Regalix
    • Forefront of Online Marketing, Research and Web 2.0 portals
    • Multi-disciplinary Leadership Team
    • Fortune 500 and Venture-Backed Customers (B2B and B2C)
    • Global Operations: HQ in Silicon Valley, 4 Offices
    • 150+ Team, Built on 8+ years of research
    • Recognition
  • 32. Learn more about Regalix at: www.regalix.com Contact: Alpa M. Barot Social Media Marketing Lead Email: [email_address]