Many companies have just begun discovering the power of web analytics and already a new challenge arises. How do you measure the performance of your social media efforts? A practical introduction to social analytics.

1. SocialAnalytics Introduction to a Social Media Measurement Framework

2. FacebookInsights

4. For page administrators orapplicationowners

5. Onlyfor page with> 30 likes

6. More possibilitiesfor ver ified, authentic pages: per-postanalytics

8. Demographicanalysis

9. Monitor page growth

10. Monitor audience engagement (page quality)Do something and seewhat happens!

11. However... Social Media Archipel Website Paradise Marketing Strategy Reef

12. Social Media Analytics Why is itso hard?

13. Traditional Web Analytics Trafficacquisition KPI’s Web AnalyticsTool Website behavior KPI’s Outcomes KPI’s

14. The challenges of social analytics Yourverycoolcampaign website

16. The challenges of social analytics What? Why? How? What? Why? How?

17. We need a framework

18. Build your own social media framework Strategy Corporate goals Business objectives Measures of success Granular metrics Management Tactics

19. Build your own social media framework Operationaltactics How Management What Strategy Why … Business Objective Business Objective KPI KPI MENTIONS FANS KPI KPI CLICKS KPI COMMENTS VIEWS SHARES LIKES

20. A Base Model for Social Media Measurement =Brand mentions/ Total mentions(Brand+Competitors) =Comments+ Shares+Trackbacks / Total Views =Total peopleparticipating/ Total audienceexposure =# active advocates 30 days/ Total advocates =Unique advocate’sinfluence/ Total advocate influence =# advocacydrivenconversions/ Total advocacytraffic =# satisfactorilyresolved issues / Total service issues =Total inquiry response time / Total # Service Inquiries =Customer feedback (A/B/C/..) / All customer feedback =# Specific topic mentions/ All topic mentions =# Pos, Neg, Neutrmentions/ All topic mentions =# Pos mentions, shares, conv/All mentions, shares, conv Source: Jeremiah Owyang, Altimeter Group, John Lovett, Web Analytics Demystified, 2010

21. You need to adapt the model to your own business!

22. Our more detailed model for social campaigns FANS VIDEO PLAYS STREAM CTR … COMMENTS SUBSCRIPTIONS CONVERSIONS BOUNCE RATES ConversionRate Audience Engagement TIME ON PAGE COST CPA RFA scoring VSITORS SHARES ACTION TWEETS ENGAGEMENT VIEWS Share of Voice Active Advocates MENTIONS AWARENESS BACKTRACKS PROMOTE ADVOCACY FOSTER DIALOG ADVOCACY Reach Advocate influence Engaging Communicating

24. Boost online sales

25. Maximize natural spread

26. Create brand advocates

27. Develop conversation

29. Boost online sales

30. Maximize natural spread

31. Create brand advocates

32. Develop conversation

33. Online visibility share ADVOCACY AWARENESS ADVOCACY AWARENESS ENGAGEMENT ACTION ACTION ENGAGEMENT

34. 2 social campaigns FANS VIDEO PLAYS STREAM CTR … COMMENTS SUBSCRIPTIONS Designer Shoes Last Minutes CONVERSIONS BOUNCE RATES ConversionRate Audience Engagement TIME ON PAGE COST CPA RFA scoring VSITORS SHARES ACTION TWEETS ENGAGEMENT VIEWS Share of Voice Active Advocates MENTIONS AWARENESS BACKTRACKS PROMOTE ADVOCACY FOSTER DIALOG ADVOCACY Reach Advocate influence Engaging Communicating

35. Last Minutes Campaign ADVOCACY AWARENESS ENGAGEMENT ACTION Last Minutes

36. Last Minutes Campaign AWARENESS ADVOCACY ACTION ENGAGEMENT Designer Shoes

37. Dashboards rock!

38. The tools

39. Tools in Social Media Measurement NativeSocialAnalyticsTools Web Analytics Vendors Platform SpecificTools Social Media Monitoring Business Intelligencetools

40. A native social analytics tool: PostRank Tip: youdon’t have to own the blog / website, idealforcompetitiveanalysis

41. Our advice on tool selection Thinkabout the whywhengoinginto vendor selection to avoidhaving to buy 25 programs. Thenagain… don’thesitate to experiment withsmalltoolsto avoidhaving to waitfor 2 yearson IT & procurement to buy the toolyouneed.

42. Vendors Web Analytics SMM BI - CRM Platform Specific Native Social FacebookInsights PostRankAnalytics WebTrends Alterian SM2 Unica TweetStats Unilyzer Attentio SAS Adobe OMS HootSuite TwitterCounter SPSS Google Alerts Nedstat You Tube Insight Google Analytics MySpaceAnalytics

43. Learnings 1. Take time to adapt a framework to your needs 2. Define your own KPI’s based on your business goals and integrate in a dashboard Act on your KPI’s in short loops 4. Methodology before technology 5. It’s not exact science, you should accept that

44. Thank you!