Creating a Social Media Analytics Action Plan

Creating a Social Media Analytics Action Plan
With guest commentary by Clint Eastwood
Taylor Pratt
Raven Internet Marketing Tools

Social media is like teen sex.Everybody wants to do it.Nobody knows how.When it’s finally done there issurprise it’s not better.
- AvinashKaushik

You’re doing it wrong. Punk.

What are we doing wrong, Clint?

If you want a guarantee, buy a toaster.

Translation:
You’re not properly analyzing!

What ROI are you seeing?

A good man always knows his limitations
Setting Up Your Analytics Action Plan
Part 1: Defining KPIs

Defining KPIs
When defining KPIs, follow these guidelines:
Choose metrics that actually translate into business context – quantitative & qualitative
Define more than just “attention” metrics
Define KPIs that are actionable
Don’t just create “blanket” KPIs
Remember: it’s okay to be unique

Examples of Actionable KPIs
Number of people in a specific location who follow us on Twitter
Reduction in support costs
Number of product improvement suggestions from Facebook fans
Increase in product reviews & ratings
Reduction in sales cycles

Other KPIs to Consider
Volume of consumer-created buzz
Seasonality of buzz
Rate of virality
Embeds/installs
Increases in searches
Ranking improvements
Demographics
Interaction/engagement rate
Number of interactions
Store locator views
Registrations by channel
User-initiated views
Attributes of tags

DragonSearch Social Networking Media ROI Calculator
http://kl.am/socialROI

I have a very strict gun policy: if there’s a gun around, I want to be in control of it
Part 2: Configuring Your Analytics

Configuring Your Analytics
Add campaign tracking to URLs
Bit.ly and kl.am are ideal for shortening
If you take the time to do this for all of your social URLs you will learn a lot!
Create a filter/segment for social traffic
Setup goals for social media traffic
Create custom landing pages
Consider serving cookies
Create virtual pages or 301 redirects

Lollapalooza GA Case Study
Questions they wanted answers to:
Who’s using these sharing and social media outlets? Are they benefiting?
Which ones are being used the most and what are their applications?
Does social media make a visitor more likely to buy a ticket?
Are we driving more traffic to our site as a result? Are we driving more sales and revenue?

Lollapalooza Implementation
Event tracking
Share buttons
Facebook Connect
Register/Log in
Campaign Tracking
On “share” links to determine effectiveness of each medium
Remember to dive into secondary dimensions

GA Facebook ConfigurationGuide by Social Media Examiner
http://kl.am/fbga
Track:
Visitor statistics
Traffic sources
Visitor demographics
Keyword searches

GA Facebook Configuration
Step 1: Create a GA account
If you already have a GA account, create a new website profile to separately track visits to your fan page

Step 2: Use FBGAT to generate custom image code to track visits on fan pages
http://kl.am/FBGAT

Step 3: Add the code anywhere on your static FBML app
Step 4: Chair dance. You’re done.

The less secure a man is, the more likely he is to have extreme prejudice.
Part 3: Configuring Other Tools

URLs have been shortened using: kl.am/social1-17

Social Monitoring Tools
Scout Labs
http://kl.am/social1
Radian 6
Alterian SM2 (formerly Techrigy)
Social Mention

Social Monitoring Tools cont.
Collective Intellect
BrandsEye
Trackur
Trendrr

Spark
MAP by Sysomos
Attentio
DNA 13

uberVU
Viralheat
RockDex
BlogPulse
PostRank

Configuration Tips
Setup separate searches for:
Brand mentions
Product mentions
Events
Promotions
Competitors
Product launches

Respect your efforts, respect yourself. Self-respect leads to self-discipline. When you have both firmly under your belt, that’s real power.
Part 5: Reporting

Insights
General Insights
KPI metrics, trends & analysis
Special event analysis (e.g. product launch)
Month over month growth
Correlations (store traffic, mentions, etc.)

What Customers/Management Want to See
How you can prove correlations
Which efforts have the greatest impact
Customer/visitor actions taken
Persona growth metrics
Customer quotes
Competitor insights

Taking it One Step Further
How are we changing our social strategy based on these metrics?
Should we be adjusting our strategy to conform to the platform’s gender balance?
What new strategies can we implement based on the data we have?
Are we engaging at the right level?
What is the appropriate effort level to maximize results?

Sometimes if you want to see a change for the better, you have to take things into your own hands.

Thank You!
Download the presentation at: http://kl.am/clint
Taylor Pratt
@RavenPratt
http://raventools.com
http://facebook.com/raventools

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Creating a Social Media Analytics Action Plan

by Taylor Pratt on Apr 14, 2010

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Creating a Social Media Analytics Action Plan — Presentation Transcript