The Analytics and Metrics Around Social Media Strategy
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The Analytics and Metrics Around Social Media Strategy

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Shows you where to put your focus when analysing your social media strategy.

Shows you where to put your focus when analysing your social media strategy.

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    The Analytics and Metrics Around Social Media Strategy The Analytics and Metrics Around Social Media Strategy Presentation Transcript

    • The Analytics and Metrics Around Social Media Strategy
      Muhammad Karim, 2011
    • “If we can’t express our objectives and methodology quantitatively, we have zero chance of selling our ideas.” – Dave Evans, ClickZ network
    • The more technology we interact with  the more our personal and social interactions and transactions are able to be tracked the higher our expectations of measurement
    • SOCIAL MARKETING METRICS
    • Assembling Metrics into KPIs (Courtesy of Edelman)
      Attention
      Engagement
      Authority
      Influence
      Sentiment
      Measurement
      • Unique Visits
      • Impressions
      • Page Views
      • Media Consumption
      • Total Interactions
      • Fan Photos/Videos
      • Post Quality
      • External Links to Content & Discussion
      • Total “Likes”
      • Subscribed “Likes”
      • Audience Profile as Reflection of Target
      • On-Message
      • Positive/Negative/Neutral
      • Change Over Time
      Facebook
      • Total Followers
      • Retweets
      • Direct Messages
      • @Replies
      • Shared Content
      • Inbound Links
      • External Coverage
      • Extended Network/Influence of Followers
      • Follower Profile as Reflection of Target
      • On-Message
      • Positive/Negative/Neutral
      • Change Over Time
      Twitter
      • Views
      • Subscribers
      • Likes/Dislikes
      • Comments
      • FavoritesdReplies
      • Inbound Links
      • External Coverage
      • Subscribers
      • Demographic Insights
      • Audience Profile
      • On-Message
      • Positive/Negative/Neutral
      • Change Over Time
      YouTube
      • Share of Voice
      • # of Comments RelativetoAudience Size
      • Inbound Links
      • Subscribers
      • External Coverage
      • Audience Profile as Reflection of Target
      • On-Message
      • Positive/Negative/Neutral
      • Change Over Time
      Blogger Engagement
      • # of Unique Visitor Check-ins
      • # of Repeat Check-Ins
      • # of Check-ins broadcast to Twitter or Facebook
      • Positive/Negative/Neutral Commentary w/Check-ins
      Foursquare/Geolocation
      • Audience Profile as Reflection of Target
      • Traffic to Site
      • Unique Visitors
      • # Page Views (Overall)
      • # Page Views/User
      • Time Spent on Site
      • Inbound links
      • Profile of Visitors as Reflection of Target
      • Most Popular Search Terms
      Search
      • Total Media Consumption
      • Total Interactions
      • Total Trackbacks & Coverage of Activities
      • Total Ongoing Engaged Subscribers to Content/Community
      • Community Crossover
      • Overall Sentiment
      • Total Shift in Sentiment
      Overall
    • Share of voice insights
      Total mentions of Automaker within Social Media (30 day sample)
      Source: Radian6
    • Most data can be easily tracked
      and graphed with simple
      spreadsheets.
    • But… You Measure the Success of Your Strategy…
      …Not of Social Media Channels
    • Use the Metrics to achieve your KPI’s (i.e. your Strategy)
      Online Brand Perception – Sentiment, Engagement.
      Online Marketing Efficiency – SEO, Reach.
      Customer Service – Relationships.
    • Know what you are Measuring…
    • What drove this high activity of Retweets and Replies on Twitter?
    • What content drove the high fan page activity during this time? Can we do more of this?
    • The 4 Main Problems With Measurement
      People Die…
      • US has a 50m population, 300k die a year
      • Facebook has 600m users – do the math.
      Measuring Tools can’t take into account popular culture.
      • Lady Gaga  Lady Dada
      “Like” only lasts a second, many forget straight after.
      • Promotion-driven behaviour.
      Some keywords are generic
      • Salt
    • In Summary
      There is no shortage of Tools, Methodologies and Agencies to help you measure and monitorSocial Media.
      As Marketers and Business People you should focus on whether these tools, methodologies and agencies are helping you achieve your business objectives.
    • Any Questions?
      Muhammad Karim
      Email: muhammad@karim.co.za
      Twitter: @mkarim