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Emakina Academy 21 : You're on Facebook but are you performing?
 

Emakina Academy 21 : You're on Facebook but are you performing?

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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 ...

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.

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    Emakina Academy 21 : You're on Facebook but are you performing? Emakina Academy 21 : You're on Facebook but are you performing? Presentation Transcript

    • SocialAnalytics
      Introduction to a Social Media Measurement Framework
    • FacebookInsights
    • Facebook Insights
      www.facebook.com/insights
      • Provides insightson FB page usage & content creation, mainlytrending
      • For page administrators orapplicationowners
      • Onlyfor page with> 30 likes
      • More possibilitiesfor ver ified, authentic pages: per-postanalytics
      • Graph API orInsightsFQL table
    • Facebook Insights
      How to useit…
      • Trending
      • Demographicanalysis
      • Monitor page growth
      • Monitor audience engagement (page quality)
      Do something and seewhat happens!
    • However...
      Social Media Archipel
      Website Paradise
      Marketing Strategy Reef
    • Social Media Analytics
      Why is itso hard?
    • Traditional Web Analytics
      Trafficacquisition
      KPI’s
      Web AnalyticsTool
      Website behavior
      KPI’s
      Outcomes
      KPI’s
    • The challenges of social analytics
      Yourverycoolcampaign website
    • The challenges of social analytics
      What?
      Why?
      How?
      What?
      Why?
      How?
    • We need a framework
    • Build your own social media framework
      Strategy
      Corporate goals
      Business objectives
      Measures of success
      Granular metrics
      Management
      Tactics
    • 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
    • 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
    • You need to adapt the model to your own business!
    • 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
    • 2 social campaigns
      Designer Shoes
      Last Minutes
      • Create promo awareness
      • Boost online sales
      • Maximize natural spread
      • Create brand advocates
      • Develop conversation
      • Online visibility share
    • 2 social campaigns
      Designer Shoes
      Last Minutes
      • Create promo awareness
      • Boost online sales
      • Maximize natural spread
      • Create brand advocates
      • Develop conversation
      • Online visibility share
      ADVOCACY
      AWARENESS
      ADVOCACY
      AWARENESS
      ENGAGEMENT
      ACTION
      ACTION
      ENGAGEMENT
    • 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
    • Last Minutes Campaign
      ADVOCACY
      AWARENESS
      ENGAGEMENT
      ACTION
      Last Minutes
    • Last Minutes Campaign
      AWARENESS
      ADVOCACY
      ACTION
      ENGAGEMENT
      Designer Shoes
    • Dashboards rock!
    • The tools
    • Tools in Social Media Measurement
      NativeSocialAnalyticsTools
      Web Analytics Vendors
      Platform SpecificTools
      Social Media Monitoring
      Business Intelligencetools
    • A native social analytics tool: PostRank
      Tip: youdon’t have to own the blog / website, idealforcompetitiveanalysis
    • 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.
    • 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
    • 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
    • Thank you!