2. @aknecht
About Me
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st
book in 2010
5. @aknecht
Social Analytics in Perspective
• Brands that only focus on
Twitter/Pinterest/Instragram follower
counts & Facebook fans are missing the
point of social marketing
• They’re measuring the
wrong thing and wasting
money!
6. @aknecht
State of Social Analytics
• Similar spot as web analytics circa 1999
– Measuring followers, fans, etc.
– Counting likes, shares, etc.
8. @aknecht
Why No Funnel
• Funnel assumes:
– There’s something there to pull people
– Relies on gravity
– Short time period
– Easy trackable steps
9. @aknecht
Social On The Other Hand
• The reality of social is:
– There’s nothing to pull people
– Must motivated against gravity
• Desire to do nothing
– Long time period
– Hard to track steps
11. @aknecht
Why
Up The Down Escalator?
• Takes longer
• Not an easy trip for your audience
• The moment you do something wrong
– They take the easy ride to the bottom
• Initially nothing to motivate the climb
13. @aknecht
The End of the Journey
• Your perspective
– Fully engaged audience
– Unpaid brand advocates
– Increases in sales/leads/etc. $$$$
• Their perspective
– A responsive organization
– An organization that respects their customers
– Easy access to information/help
17. @aknecht
Ways to Get Them There
• Engaging with Strangers
– Participating in social environments
– Introducing yourself to your audience
– Typical efforts:
• Participate in TwitterChats/Hangouts
• Write blog posts/Leave comments
• Join a community or discussion group
• Pinning images
18. @aknecht
Measure Step 1 Success
• Twitter/G+: Number of RTs or shares
per Tweet/Post
• Blogs:
– Avg Number of comments/post
– Avg number of shares/post
• Pinterest
– Avg Number of comments/post
– Avg number of shares/post
22. @aknecht
Getting Them to Take That
First Step
• Encouraging people to become Fans
• Asking audience to “Like” Something
• Encouraging people to follow/circle you
• Etc.
23. @aknecht
Measuring The First Step
• Lowest level of commitment
– Follower/Fan/Circle Growth
– Facebook Brand page like
– Joining your communities/groups
24. @aknecht
Measure Step 2 Success
• Always use a ratio
– Fans Growth per spend/interaction
• Follower grow per tweet
• Use what is appropriate for you!
31. @aknecht
Measuring The Climb
• Are people asking questions?
• Count the number of Interactions
– What percentage were successful?
• Are they clicking on provided links?
36. @aknecht
Keeping Them From Going
Back Down
• Monitor & engage your audience
– Keeping customers happy is critical
– You now have an unpaid brand advocate
• Reward them
– Deals
– Advice
– Etc.
41. @aknecht
How Do You Measure This?
• Monitor the social space
– Look for key phrases
• Do Sentiment Analysis
– Number of positive vs. Negative comments
– CRM (record customer IDs)
43. @aknecht
Final Thoughts
• You reap what you sow - 10 fold
• If you don’t invest in Social Analytics
you get nothing back
• With investment comes knowledge
• What you do with that knowledge….?