www.korzaynayman.com

1. Social Media Analytics
Korzay Nayman
May 4, 2015

2. 2
Preview
 Interesting facts
 Business
 What is social media analytics
 ROI`s of social media analytics
 Social media use case optimization
 Transforming social media into business processes
 Analytics
 Social web data types
 Measuring the social web
 Social media analytics process
 Tools for social media analytics

3. Interesting Facts
 1 out of every 8 people on earth are on Facebook
 9 out of 10 US internet users are using social network
 694,980 status updates in only one minute
 250 million photos are uploaded daily
 532,080 tweets are producing in a minute
 Average number of friends in real life: 150
Average number of friends on Facebook:245
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4. What is Social Media Analytics
 The combination of traditional business data and social
media data to make meaningful business decision
 Uses for marketing and customer service activities
 It is about to know
• What customers talks about product or service
• What is the new market trend
• How to improve business image and services
 Goal: Increase the ROI
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5. ROI`s of Social Web Analytics
1. Gain a competitive advantage
2. Learn from your customers
3. Enhance your products and services
4. Better target marketing efforts
5. Market innovation
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6. Social Media Use Case
Optimization
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Source: marketingprofs.com

7. Transforming Social Media into
Business Processes
 Marketing:
• Provide insights into current campaigns and input for future
 Sales:
• Develop personalized offers to increase sales
 Product Management:
• Develop and evolve products based on social media feedback
 Customer Service:
• Respond and resolve customer issues in early stage
 HR:
• Understand what prospective employees think about the company
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8. Social Web Data Types
 Quantitative data:
• New likes, page views, number of clicks or tweets,
profile data
 Qualitative data:
• User location, language, comments, interaction times
 To obtain each social metrics from various
sources for better understanding
 But there are many sources
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9. 9
Measuring The Social Web Apps
There are three concepts:
1.Funnel Analysis
2.Engagement Tracking
3. Visitor Retention

10. 1.Funnel Analysis
 Measuring conversation rates
 Total number of visitors
 Who access to page
 Who did a desired action(create a page)
 Twitter`s sign up funnel
1. Hit homepage
2. Go to signup page, fill out the form
3. Browse suggested topics
4. Add e-mail friends
5. Search for someone
 Ex: Add e-mail friends has huge drop-off (why?)
 Finding and improving trouble spots in website
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11. 2. Engagement Tracking
 Measuring what people do
• Page view tracking become less relevant
• Tracking actions become more relevant
 For example: Twitter
• How many tweets the average person sends
• What people are searching or following for
 Traditional analytics tools are useless
• Sites are more dynamic, impossible to track page view
 AJAX loading technologies are using for interactive
webpages
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12. 3. Visitor Retention
 How many people come back?
 Best way: Look at group of people from single time period
• A week, A month
• Track the behavior over the time
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13. Social Media Analytics Process
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14. Analytics Tools
 IBM Social Media Analytics
 SAS Social Media Analytics
 Google Analytics
 Salesforce`s Marketing Cloud
 Hootsuite
 Crowdbooster
 Twazzup (Twitter)
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15. References
Trefren, T. (Feb 2, 2010). Three new ways to measure the social
web. Retrieved from http://mashable.com/2010/02/02/social-
analytics/
All about social media analytics. (August 23, 2012). Retrieved
from http://retvic.wordpress.com/2012/08/23/all-about-
social-media-analytics/
Fan, W. & Gordon, M. (June, 2014). The power of social media
analytics. Communication of the ACM, 57(6).
IBM(2013). Social business analytics. Retrieved from http:/
/www-01.ibm.com/common/ssi/cgi-bin/ssialias?
infotype=SA&subtype=WH&htmlfid=YTW03279USEN
Nanji, A. (March 13, 2014). Retrieveing from http://
www.marketingprofs.com/charts/2014/24643/why-marketers-use-
social-media-analytics-tools
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