Social Analytics SuckWhy businesses struggle with social metrics and how youcan use simple principles to track your progre...
Special TFM&A offer      20% off selected IDM training courses!     To redeem, visit theidm.com/academyoffer or come along...
ALYST                M   NO AN         ER – I’DI SCLAIM
Show of Hands
The Pains of Analytics
Where to start
The right tools
The right tools
No time
Oh and here’s another thing          9854          19,744 #SMW12
Don’tget mestarted onsentiment
Or influence for that matter
And businesses don’t feel it’s atop priority
But less assume it is actuallyimportant for a minute
What can you measure     Unstructured – Social     Soft           Harder   Influence        Volume   Sentiment          Li...
Feel like its missingsomething?• What’s happening in the real world• Or even what’s specifically happening  online  – How ...
What can you measure     Unstructured – Social     Structured     Soft           Harder       Hardest   Influence        V...
You need a strategy …
…and a Geoff
Decisions Decisions• What  – Channels  – Conversations  – Traffic• How  – Tools  – Bring the data together  – Reports and ...
Start with a baseline 80 70 60 50 40                                                 Sales 30 20 10  0       1st Qtr    2n...
Pick your tools andstick with them
Map your measurement           Gross Views        Gross Connections      Audience engagements            Site Traffic     ...
Some of the tools I use
Some of the tools I use
Some of the tools I use
Some of the tools I use
Some of the tools I use
Some of the tools I use
So now youhave all thosemeasurements?
Look at what happened here   80                                                Sales   70   60                            ...
There are still some gaps• Causation• Correlation• What about the real world
Special TFM&A offer      20% off selected IDM training courses!     To redeem, visit theidm.com/academyoffer or come along...
Thank YouJoe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe
Social Analytics Suck
Social Analytics Suck
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Social Analytics Suck

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A recent survey from McKinsey Global showed that less than a quarter of the marketers they surveyed are using analytical tools to refine their decision-making processes, even though 39% have increased access to data and insights. Problem one, accessing the data, this is still on the increase, but problem two is the bigger challenge; businesses still struggle with measuring social success (or failure), this presentation uncovers some of the whys and provides some simple principles you can take without spending vast sums of money to track your social progress

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  • Show of hands How many marketing managers here How many analytics specialists How many marketing managers here that deal with social analytics on a day to day How many people here are using some of the bigger social analytics platforms such as Radian 6 - this talk probably is not for you… but your more than welcome to stay
  • Deciding on what you need to measure Deciding on how to report on the activity Working out what KPI’s you need to achieve
  • Finding the right tools, deciding what's best going to work for you and your business
  • There are litterally 100’s of solutions out there
  • I takes a while to set up, correct keywords, excluding keywords to ensure your measuring the right thing Then once the data starts coming in It can take time to make sense of it all - sifting through sentiment to improve accuracy is a just one of the many time consuming activities you may need to take on board.
  • 2 measure
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  • The real world activity    Interactions with your brand offline
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  • Next Analytics Excel
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  • Transcript of "Social Analytics Suck"

    1. 1. Social Analytics SuckWhy businesses struggle with social metrics and how youcan use simple principles to track your progress.Joe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe
    2. 2. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedin theidm.com/trainingfacebook.com/theidm *Conditions apply
    3. 3. ALYST M NO AN ER – I’DI SCLAIM
    4. 4. Show of Hands
    5. 5. The Pains of Analytics
    6. 6. Where to start
    7. 7. The right tools
    8. 8. The right tools
    9. 9. No time
    10. 10. Oh and here’s another thing 9854 19,744 #SMW12
    11. 11. Don’tget mestarted onsentiment
    12. 12. Or influence for that matter
    13. 13. And businesses don’t feel it’s atop priority
    14. 14. But less assume it is actuallyimportant for a minute
    15. 15. What can you measure Unstructured – Social Soft Harder Influence Volume Sentiment Likes Intent Tweets Interests Followers Commentary Shares Response Comments Likes @ Clicks
    16. 16. Feel like its missingsomething?• What’s happening in the real world• Or even what’s specifically happening online – How is your social activity affecting your bottom line
    17. 17. What can you measure Unstructured – Social Structured Soft Harder Hardest Influence Volume Transactional Sentiment Likes Financial ROI Intent Tweets Interests Followers Demographics Commentary Shares Name Response Address Comments Likes @ Clicks
    18. 18. You need a strategy …
    19. 19. …and a Geoff
    20. 20. Decisions Decisions• What – Channels – Conversations – Traffic• How – Tools – Bring the data together – Reports and insights
    21. 21. Start with a baseline 80 70 60 50 40 Sales 30 20 10 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Before social activity After social activity
    22. 22. Pick your tools andstick with them
    23. 23. Map your measurement Gross Views Gross Connections Audience engagements Site Traffic Sales
    24. 24. Some of the tools I use
    25. 25. Some of the tools I use
    26. 26. Some of the tools I use
    27. 27. Some of the tools I use
    28. 28. Some of the tools I use
    29. 29. Some of the tools I use
    30. 30. So now youhave all thosemeasurements?
    31. 31. Look at what happened here 80 Sales 70 60 Gross Views 50 Gross Connections 40 30 Audience 20 Engagements 10 Site Traffic 0 1st Qtr 2nd Qtr 3rd Qtr 4th QtrBefore social activity After social activity
    32. 32. There are still some gaps• Causation• Correlation• What about the real world
    33. 33. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedin theidm.com/trainingfacebook.com/theidm *Conditions apply
    34. 34. Thank YouJoe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe
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