Analytics Presentation from "Social Media Strategies" workshop delivered by Andy Boyer and Xavier Jimenez at the School of Visual Concepts in Seattle.

1. Section 4: Measurement Best Practices, Some Tools, Examples & Case Studies

2. Measurement Best Practices First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions. Social Monitoring Tools Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement Human Powered Analysis “I see a lot of peoples time get “chewed up” in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. “ - Gary Angel, President Semphonic Third rule of Analytics = Reliance on tools, is a rookie mistake and often fuels analysis paralysis…

4. Predictable

5. ScalableProgrammatic Complexity Start here: Benchmark strategic focus areas and pick a few fun projects Beware the endless cycle of testing that prevents you from scaling your results Experimental Novice Expert Maturity

6. Social Measurement Tools & Technologies

8. Social brand mentions

9. Tweets/Blog entries

12. Real-time data can be configured to listen and respond to UGC posts as they happen.

13. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

15. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

17. Dashboard built for analysts to do both qualitative and quantitative analysis.

18. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

20. Workflow tools are complicated to configure

22. Excellent video capture data

23. Email reporting capabilities are good.

26. Dashboard built for quantitative analysis.

27. Email reporting capabilities are good.

29. Workflow does not empower engagement

31. Low-cost dashboard and widget based tools can organize, filter and present large amounts of data quickly

33. Free tools do not provide deep analytical capabilities

35. The Measurement Brief 1 2 3 Start with a business question, problem, issue or opportunity From that question, set clear and simple Business Objective(s) Define Goal(s) designed to achieve objectives Your Strategies must support goals Your Metrics for measuring success should be (S.M.A.R.T) 4

36. Measurement program example

38. Predictable

39. Scalable

41. Example – Acme Sunscreen Hypothesize Research shows mothers sharing information, on blogs, about your chemical-free sunscreen products and conversation is highly focused on “fragrance”. Hypothesize that a highly focused and product specific outreach campaign, on the top 20 mommy blogs, promoting your products may find success in this community.

42. Example – Acme Sunscreen Track Configure web analytics tools to track the “pass-along” and conversion of your brand’s social content via tweets, blog posts, Facebook postings etc. Determine which content and what source is driving the most desired behaviors. Compare earned media cost per action to paid media.

44. Display Buys

45. Personal “on-topic” and relevant engagementsBuy ACME sunscreen & win a ride on this unicorn!

47. Ex. create a Twitter promotion:

48. Identify top Re-tweeters

49. Track CTR using urlshorteners

50. Identify top LP’s

51. Compare cost per action to paid mediaMoms: Get 20% off the only truly chemical-free sunscreen this week only. http://bit.ly/yourtrackingcodehere

53. Measure the change in traffic over time and whether the ratio of “organic traffic” changes in relation to other social media activity.

55. If you get sales that don’t come directly from the web, like from CSR’s, look to co-relate factors that align with long term business success.Example: changes in the top ten questions CRS spend time on and whether this increases or decreases CSR efficiency.

56. Measurement Case Studies

58. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence according to co-founder Jeff Leach.

59. Leach posts up to 15 times a day and said his company is primarily using Twitter to market to an area with a 3 mile radius.http://twitter.com/NakedPizza

61. They use Google Analytics to monitor their website activity and determine which pizza’s are best sellers to its online audience which drives a significant portion of its total business

62. By aggressively measuring its most profitable channel, Twitter, it has made such a difference for Naked Pizza that they removed the “call for delivery "billboard in front of the restaurant and changed it to “twitter – follow us for specials –www.twitter.com/nakedpizza”

63. Jeff himself has said, about his sign, “I didn’t do it to get TechCrunch talking, I did it to reach the 35,000 people who drive by the store every day.”

64. 20% of total sales from twitter

65. Set a one day sales record of 65% of sales from Twitter

67. PCB has over ten talented cake decorators and bakers and employees who are committed to their ever growing community of returning customers.

68. In order to stay connected to their customers, PCB employees blog, post videos and images of their cakes on Twitter, Facebook, Flickr and YouTube.

70. Initially they placed an emphasis on traffic, which worked, but they quickly reached a saturation point where high traffic started contributing to a deluge of “information seekers”.

71. PCB didn’t have the capacity to handle this deluge and realized that the “more traffic the better” mantra needed to be refined.

72. They began focusing content on products that lead to better order conversions and focused our measurement on traffic from our strategic focus areas.

73. Use blog to offer a constant stream of new cakes, contests, & videos.

74. Over 2000twitterfollowers and 4700facebook fans.

76. Real Life Case Study – Teatro Zinzanni

77. In Class Projects