Social media analytics in black and white

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A presentation given to the PRCA in April 2012.

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  • Background in digital marketingEML WildfireFollow me on Twitter, blog
  • Never been a greater opportunity than nowPR has had a bad rep until now
  • You cant divorce the two
  • Step by step guide – things you need to think aboutTools you can use
  • Analysis always been at the heart of marketingSocial media doesn’t change many of the reasonsWhy do we analyse?See what is workingHelps allocate budgetStrategyCan save time and moneyAnalyse the competition
  • Go into each one in more detail
  • Campaign planningAudience analysisWhere should we focusWhat channels should we useWhat networksWhere is our audienceWhat are they discussingWhat trends can we tap into – GOOGLE TRENDS, GOOGLE AD PLANNERPITCH PLANNING – ELEMENT 14 EXAMPLE
  • MonitoringWhat is being said about our brandCompetitionIts all about processesDOTMAILER EXAMPLEWhat do you want to monitor?What happens when you need to take action based on what you have monitored?
  • MeasurementAre we winningWhat is the effect of what we are doing?Linking online and offline
  • PR has a horrid reputationIts very annoyinngHard to measure PR effectively offlineSocial media and digital can help all of thatAVEAVE doesn’t work onlineAn integrated approach
  • The goals and objectives wont changeHow we approach it could changeSo much more opportunityA lot of what I’m going to talk about applies to offline, traditional, digital – its all integrated – or should be
  • This really is the first question that any marketer, PR or digital person should askIf you can’t answer this then there is no point carrying onBrings us to step 1 of any analytics strategy
  • You need to understand the business objectivesWhat is the business trying to achieve? - sales? - awareness - customer satisfaction - Increased engagementEXAMPLE – Client that measured everything – massive dashboards – wasn’t tied to anything business related – Could tell you everything but not business successSIMPLIFY – what is the bottom line… Prioritise…..
  • What will indicate whether you are successful or not?PRIORITISE
  • KPIS should fall into three main areas
  • Katie Delahayne PaineThis is the question you should ask whenever you think about a metricWe have xx facebook fans – so what?Keep on going until you get to the impact
  • 1. You can’t measure v
  • 1. You can’t measure v
  • 1. You can’t measure v
  • Do you want the truth?
  • Do you want the truth?
  • Do you want the truth?
  • Do you want the truth?
  • Do you want the truth?
  • Do you want the truth?
  • Google analyticsTwitter – TweetdeckFacebook analyticsYahoo pipesDEMO
  • Ask questionsAsk for demos/trialsDon’t get tied into long contracts
  • The single most important thing to think aboutAt the heart of everything you measure and analyseDigital and socail media is made for it(there is too much)Sometime access to data is hard
  • Hard to say but very important
  • You need three types of data which related to outcomes, output and impact referenced earlier
  • DOTMAILER EXAMPLEUnique URLsGoogle analyticsB2B – talk to the sales team
  • TRADESHIFT BLOG EXAMPLE – IMPROVE CONTENT – IMPROVE THE FUNNEL
  • Social media analytics in black and white

    1. 1. SOCIAL MEDIAANALYTICS IN AND WHITE…and some golden steps @ whatmough
    2. 2. Hi.
    3. 3. Analytics is dull
    4. 4. But vital
    5. 5. Three things you aregoing to learn today
    6. 6. 1. Why digital is great foranalytics and measurement
    7. 7. 2. Why businessand analytics must go hand in hand
    8. 8. 3. How to put together ameaningful analytics strategy
    9. 9. What is social media analytics?
    10. 10. 1. Pre-campaign 2. Monitoring3. Measurement
    11. 11. 1. Pre-campaign
    12. 12. 2. Monitoring
    13. 13. 3. Measurement • Campaign analysis • Business proof
    14. 14. Let’s go back in time…
    15. 15. How do we measure PR? (AVE)
    16. 16. How does social media analytics differ?
    17. 17. How do we measure business success?
    18. 18. STEP 1: What does success look like?
    19. 19. STEP 2: Establish KPIs
    20. 20. OutputOutcome Impact
    21. 21. The ‘so what’ test
    22. 22. 8 mistakes everyonemakes about analysis
    23. 23. 1.You can’t analyse everything
    24. 24. 2.Counting isn’t measuring
    25. 25. 3.Don’t (just) analyse tojustify your existence
    26. 26. 4.Awareness, visibility, ac tion
    27. 27. 5.Last touch
    28. 28. 6.Size doesn’t (always) matter
    29. 29. 7.Only analyse at the end
    30. 30. 8.Avoid negatives
    31. 31. STEP 3: Select your tools
    32. 32. Don’t select toolsfor the sake of it
    33. 33. Start with free tools
    34. 34. Don’t get deceived by bells and whistles
    35. 35. DATA
    36. 36. What data do you need?
    37. 37. How are you going to get it?
    38. 38. Qualitative andQuantitative
    39. 39. 1. Content analysis – where and what2. What this achieved – traffic/awareness 3. Cash analysis – conversions
    40. 40. Unique URLs Influence CTR Traffic Conversions Sentiment Customer Mentions satisfaction Search Tone rankings Engagement
    41. 41. (offline social media analysis)
    42. 42. Think about the funnel
    43. 43. STEP 4: Turn analysis into action
    44. 44. STEP 5:Rinse, wash, repeat
    45. 45. What’s the process
    46. 46. OutputOutcome Impact
    47. 47. The golden circle of social media analytics Output Impact Outcome
    48. 48. 7 questions to ask yourself
    49. 49. 1. What are your(business) objectives?
    50. 50. 2.What are your KPIs?
    51. 51. 3. Who can webenchmark against?
    52. 52. 4.What tools are going to get the job done?
    53. 53. 5.How will you put yourfindings to good use?
    54. 54. 6.Are we winning?
    55. 55. 7.Do we need to change the programme?
    56. 56. Analytics is NOT (always) dull
    57. 57. But IS vital
    58. 58. Thank youdanny
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