Social Analytics Suck

  • 791 views
Uploaded on

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 …

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

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
791
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • The real world activity    Interactions with your brand offline
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • 2 meausre
  • Next Analytics Excel
  • 2 meausre
  • 2 meausre

Transcript

  • 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. 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. ALYST M NO AN ER – I’DI SCLAIM
  • 4. Show of Hands
  • 5. The Pains of Analytics
  • 6. Where to start
  • 7. The right tools
  • 8. The right tools
  • 9. No time
  • 10. Oh and here’s another thing 9854 19,744 #SMW12
  • 11. Don’tget mestarted onsentiment
  • 12. Or influence for that matter
  • 13. And businesses don’t feel it’s atop priority
  • 14. But less assume it is actuallyimportant for a minute
  • 15. What can you measure Unstructured – Social Soft Harder Influence Volume Sentiment Likes Intent Tweets Interests Followers Commentary Shares Response Comments Likes @ Clicks
  • 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. 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. You need a strategy …
  • 19. …and a Geoff
  • 20. Decisions Decisions• What – Channels – Conversations – Traffic• How – Tools – Bring the data together – Reports and insights
  • 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. Pick your tools andstick with them
  • 23. Map your measurement Gross Views Gross Connections Audience engagements Site Traffic Sales
  • 24. Some of the tools I use
  • 25. Some of the tools I use
  • 26. Some of the tools I use
  • 27. Some of the tools I use
  • 28. Some of the tools I use
  • 29. Some of the tools I use
  • 30. So now youhave all thosemeasurements?
  • 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. There are still some gaps• Causation• Correlation• What about the real world
  • 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. Thank YouJoe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe