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Social Media Analytics Tools

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Kyle Claypool presents on social media analytics tools for the Enterprise Center of Johnson County. Tools include Google Analytics, HootSuite and Facebook Insights.

Kyle Claypool presents on social media analytics tools for the Enterprise Center of Johnson County. Tools include Google Analytics, HootSuite and Facebook Insights.

Published in Technology , Business
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Transcript

  • 1. Social Media Analytics I t ’ s n o t j u s t a b o u t t h e t o o l s Download presentation at www.bit.ly/ecjcsocial
  • 2. Hi, I’m Kyle • Director, Search and Analytics at Global Prairie • BS from Illinois (UIUC) • Worked at Natl. Center for Supercomputing Applications (NCSA) • WorldSkills Website Design Technical Expert and Judge for USA (2010-2012)
  • 3. What we’ll cover • Two different social media philosophies • Tools to measure the success of each • Google Analytics (free) • HootSuite (free, paid plans starting at $9/mo) • Facebook Insights (free) • Bit.ly, Ow.ly • Enterprise tools
  • 4. First things first… Strategy, tools, metrics should be tailored to YOUR specific needs Many opinions. This is just one.
  • 5. What to Measure? Focus on the metrics that actually drive business Focus on… Relevant interactions Referral traffic Goal conversions Not just… Page Likes Followers Klout
  • 6. Social Philosophy #1 Your website = the hub of your social strategy • Broadcast blog content • Build trust, demonstrate expertise • Draw visitors to site • Capture leads or sell directly Ideal for service companies and e-commerce
  • 7. Social Philosophy #2 Use social media for building awareness or driving offline action • Sharing photos, videos • Advertising specials • Enabling fans to spread your content Ideal for restaurants, stores, product brands More difficult to quantify ROI
  • 8. Google Analytics Measure the quality of referral traffic from social sites!
  • 9. Google Analytics
  • 10. Google Analytics Drill down to the content being shared. What works?
  • 11. Google Analytics Create and track goal conversions by source
  • 12. Facebook Insights
  • 13. What posts have worked best in the past? Facebook Insights
  • 14. HootSuite
  • 15. HootSuite
  • 16. HootSuite
  • 17. HootSuite Pull data together across channels in a single report.
  • 18. Bit.ly, Ow.ly Use these URL shorteners to track clicks on your links!
  • 19. Enterprise Tools Range from $500/mo. to $4000+/mo. Enterprise integration, historical market research, open data integration, etc.
  • 20. Thanks! Q&A D o w n l o a d l i n k : w w w . b i t . l y / e c j c s o c i a l