The!
Tools!
To Unlock!
Social Media!
Analytics!

@eric3000

@eric3000!
Where You Can Find Today’s Slides!

http://www.bit.ly/emetelka!

@eric3000
Introductions!
☐	
 Name!
	
 
☐	
 What you’re working on!
	
 
☐	
 Goals for today!
!
!
@eric3000
I'm Eric Metelka, Manager Manager at G2 Crowd
(based in Highland Park). I am a former
management consultant, Columbia Busi...
Goals for Today!
•  Understand the components of social
media ROI!
•  Analyze your audience!
•  Setup tracking of relevant...
What We’re Going to Cover!
✔
☐	
 Introduction & Review – 15 mins!
☐	
 Why & ROI Framework – 10 mins!
☐	
 Reach – 20 mins!
...
Review!

@eric3000
@eric3000
Go Where Your Customers Are!
Give Your Brand Personality!

@eric3000
Target Influencers!

@eric3000
Communicate on Social Media!
Posts	
  and	
  tweets	
  should	
  have	
  as	
  many	
  of	
  these	
  a2ributes	
  as	
  
...
Create Relationships - Validate, State, React!

1.  Validate – Compliment genuinely!
2.  State – Show you understand them!...
Why?!

@eric3000
WHY!
•  Social Media Analytics Show What You’re
Doing Right!

@eric3000
WHY!
•  Social Media Analytics Show What You’re
Doing Right!
•  Social Media Analytics Track Your
Progress!

@eric3000
WHY!
•  Social Media Analytics Show What You’re
Doing Right!
•  Social Media Analytics Track Your
Progress!
•  Social Medi...
ROI Framework!

@eric3000
The Three R’s!

Reach	
  

Resonance	
  

Reac'on	
  
@eric3000
Reach!

•  The exposure of your brand!
•  How large your distribution is!
•  Share of voice vs. competitors!

@eric3000
Resonance!

•  Brand Sentiment!
•  How you change perception!
•  Created content responses!

@eric3000
Reaction!

•  How people take action!
•  Link to your purchase funnel!
•  Conversions on your site!

@eric3000
Example Metrics!

Resonance	
  

Reac'on	
  

Share	
  of	
  voice	
  

Week	
  over	
  Week	
  
growth	
  in	
  followers...
Social Analytics Tools!

@eric3000
Reach!

@eric3000
Reach Example Metrics!

Resonance	
  

Reac'on	
  

Share	
  of	
  voice	
  

Week	
  over	
  Week	
  
growth	
  in	
  fol...
Facebook Insights!

@eric3000
LinkedIn Analytics!

@eric3000
Pinterest Analytics!

@eric3000
Twitter Analytics!

@eric3000
Interests!

@eric3000
Location!

@eric3000
Gender!

@eric3000
Free Report if < 10,000 Followers!

@eric3000
Top Keywords!

@eric3000
Time Zone!

@eric3000
Followers with the Most Followers!

@eric3000
How Much of the Conversation Are Your Getting?!

Share of Voice = Your Mentions /
(Total Mentions for Competitive
Companie...
@eric3000
@eric3000
Search for Yourself and Competitors!
Import Data Into Excel & Create Chart!

@eric3000
Resonance!

@eric3000
Resonance Example Metrics!

Resonance	
  

Reac'on	
  

Share	
  of	
  voice	
  

Week	
  over	
  Week	
  
growth	
  in	
 ...
@eric3000
Engagement!

@eric3000
@eric3000
Sentiment!
Create Dashboards & Reports with Cyfe!

@eric3000
Connect Social Media Accounts!

@eric3000
Create Report!

@eric3000
Highlight Top Posts!

@eric3000
Reaction!

@eric3000
Reaction Example Metrics!

Resonance	
  

Reac'on	
  

Share	
  of	
  voice	
  

Week	
  over	
  Week	
  
growth	
  in	
  ...
Traffic!

@eric3000
@eric3000
@eric3000
Revenue!

@eric3000
Connect Social to Revenue!

@eric3000
Conclusion!

@eric3000
Analytics help us understand what
we’re doing right and what needs to
be imporved!

@eric3000
The three components of ROI are
Reach, Resonance, and Reaction!

@eric3000
Dashboards and reports
communicate the value of social
media to your team!

@eric3000
Questions?!

@eric3000
Digital Marketing Reading List!
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!
Ø Andrew Chen – http://andrewchen.co!
...
THANK YOU!!
Email: e.metelka@gmail.com!
Twitter: @eric3000!
Sign up for my newsletter and receive a free
guide to creating...
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The Tools to Unlock Social Media Analytics

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How can your early stage startup measure the return on a successful social media strategy?
Are you using number of followers as a success metric? Do you know how to measure share of voice? With interactive case studies, we'll explore how your startup can take measurement beyond vanity metrics using the same ROI strategy large brands use. If you don't know what metrics to measure and want to know if social media is worth your time, this class is for you.

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/i7K0s4
       Reply 
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The Tools to Unlock Social Media Analytics

  1. 1. The! Tools! To Unlock! Social Media! Analytics! @eric3000 @eric3000!
  2. 2. Where You Can Find Today’s Slides! http://www.bit.ly/emetelka! @eric3000
  3. 3. Introductions! ☐ Name! ☐ What you’re working on! ☐ Goals for today! ! ! @eric3000
  4. 4. I'm Eric Metelka, Manager Manager at G2 Crowd (based in Highland Park). I am a former management consultant, Columbia Business School MBA, and the former Marketing Manager at BestVendor.! @eric3000 @eric3000!
  5. 5. Goals for Today! •  Understand the components of social media ROI! •  Analyze your audience! •  Setup tracking of relevant metrics! •  Report progress to your team! @eric3000
  6. 6. What We’re Going to Cover! ✔ ☐ Introduction & Review – 15 mins! ☐ Why & ROI Framework – 10 mins! ☐ Reach – 20 mins! ☐ Resonance – 20 mins! ☐ Reaction – 15 mins! ☐ Conclusion & Questions – 10 mins! @eric3000
  7. 7. Review! @eric3000
  8. 8. @eric3000 Go Where Your Customers Are!
  9. 9. Give Your Brand Personality! @eric3000
  10. 10. Target Influencers! @eric3000
  11. 11. Communicate on Social Media! Posts  and  tweets  should  have  as  many  of  these  a2ributes  as   possible   •  •  •  •  •  •  •  •  Helpful! Useful! Timely! Informative! Relevant! Practical! Actionable! Generous! •  •  •  •  •  Credible! Brief! Entertaining! Fun! Occasionally funny! @eric3000
  12. 12. Create Relationships - Validate, State, React! 1.  Validate – Compliment genuinely! 2.  State – Show you understand them! 3.  React – Ask a question! @eric3000
  13. 13. Why?! @eric3000
  14. 14. WHY! •  Social Media Analytics Show What You’re Doing Right! @eric3000
  15. 15. WHY! •  Social Media Analytics Show What You’re Doing Right! •  Social Media Analytics Track Your Progress! @eric3000
  16. 16. WHY! •  Social Media Analytics Show What You’re Doing Right! •  Social Media Analytics Track Your Progress! •  Social Media Analytics Help You Better Allocate Your Time! @eric3000
  17. 17. ROI Framework! @eric3000
  18. 18. The Three R’s! Reach   Resonance   Reac'on   @eric3000
  19. 19. Reach! •  The exposure of your brand! •  How large your distribution is! •  Share of voice vs. competitors! @eric3000
  20. 20. Resonance! •  Brand Sentiment! •  How you change perception! •  Created content responses! @eric3000
  21. 21. Reaction! •  How people take action! •  Link to your purchase funnel! •  Conversions on your site! @eric3000
  22. 22. Example Metrics! Resonance   Reac'on   Share  of  voice   Week  over  Week   growth  in  followers   Total  content  reach   Customer   sen'ment   Share  of   Conversa'on   Content  Tone   Reach   Number  of   followers   Engagement   CTR  on  shared   content   Ra'ng  of  sites  featuring   shared  assets   Number  of  visits  via   social  referral   Volume  &  revenue   of  purchases   @eric3000 Klout  score  of  fans/ followers   Ra'o  of  posts  to   comments  
  23. 23. Social Analytics Tools! @eric3000
  24. 24. Reach! @eric3000
  25. 25. Reach Example Metrics! Resonance   Reac'on   Share  of  voice   Week  over  Week   growth  in  followers   Total  content  reach   Customer   sen'ment   Share  of   Conversa'on   Content  Tone   Reach   Number  of   followers   Engagament   CTR  on  shared   content   Ra'ng  of  sites  featuring   shared  assets   Number  of  visits  via   social  referral   Volume  &  revenue   of  purchases   @eric3000 Klout  score  of  fans/ followers   Ra'o  of  posts  to   comments  
  26. 26. Facebook Insights! @eric3000
  27. 27. LinkedIn Analytics! @eric3000
  28. 28. Pinterest Analytics! @eric3000
  29. 29. Twitter Analytics! @eric3000
  30. 30. Interests! @eric3000
  31. 31. Location! @eric3000
  32. 32. Gender! @eric3000
  33. 33. Free Report if < 10,000 Followers! @eric3000
  34. 34. Top Keywords! @eric3000
  35. 35. Time Zone! @eric3000
  36. 36. Followers with the Most Followers! @eric3000
  37. 37. How Much of the Conversation Are Your Getting?! Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)! @eric3000
  38. 38. @eric3000
  39. 39. @eric3000 Search for Yourself and Competitors!
  40. 40. Import Data Into Excel & Create Chart! @eric3000
  41. 41. Resonance! @eric3000
  42. 42. Resonance Example Metrics! Resonance   Reac'on   Share  of  voice   Week  over  Week   growth  in  followers   Total  content  reach   Customer   sen'ment   Share  of   Conversa'on   Content  Tone   Reach   Number  of   followers   Engagement   CTR  on  shared   content   Ra'ng  of  sites  featuring   shared  assets   Number  of  visits  via   social  referral   Volume  &  revenue   of  purchases   @eric3000 Klout  score  of  fans/ followers   Ra'o  of  posts  to   comments  
  43. 43. @eric3000
  44. 44. Engagement! @eric3000
  45. 45. @eric3000 Sentiment!
  46. 46. Create Dashboards & Reports with Cyfe! @eric3000
  47. 47. Connect Social Media Accounts! @eric3000
  48. 48. Create Report! @eric3000
  49. 49. Highlight Top Posts! @eric3000
  50. 50. Reaction! @eric3000
  51. 51. Reaction Example Metrics! Resonance   Reac'on   Share  of  voice   Week  over  Week   growth  in  followers   Total  content  reach   Customer   sen'ment   Share  of   Conversa'on   Content  Tone   Reach   Number  of   followers   Engagement   CTR  on  shared   content   Ra'ng  of  sites  featuring   shared  assets   Number  of  visits  via   social  referral   Volume  &  revenue   of  purchases   @eric3000 Klout  score  of  fans/ followers   Ra'o  of  posts  to   comments  
  52. 52. Traffic! @eric3000
  53. 53. @eric3000
  54. 54. @eric3000
  55. 55. Revenue! @eric3000
  56. 56. Connect Social to Revenue! @eric3000
  57. 57. Conclusion! @eric3000
  58. 58. Analytics help us understand what we’re doing right and what needs to be imporved! @eric3000
  59. 59. The three components of ROI are Reach, Resonance, and Reaction! @eric3000
  60. 60. Dashboards and reports communicate the value of social media to your team! @eric3000
  61. 61. Questions?! @eric3000
  62. 62. Digital Marketing Reading List! Ø Kissmetrics Blog -http://blog.kissmetrics.com/! Ø Andrew Chen – http://andrewchen.co! Ø Rand Fishkin – http://moz.com/rand! Ø SEOMoz blog – http://SEOmoz.org/blog! Ø Inbound – http://inbound.org! Ø Slideshare - http://www.slideshare.net/! @eric3000
  63. 63. THANK YOU!! Email: e.metelka@gmail.com! Twitter: @eric3000! Sign up for my newsletter and receive a free guide to creating social media campaigns:! www.fullstackmarketing.co! @eric3000
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