Demystifying Social Media Analytics

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The key elements to look for in any social media analytics, an overview of social media analytics, and specifically Google analytics, Facebook Insights, Facebook ad analytics, and YouTube Insights. Includes examples, and analtyics screenshots.

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  • http://www.flickr.com/photos/27250406@N03/9404716806/
  • http://www.web-strategist.com/blog/category/social-media-measurement/
  • http://www.flickr.com/photos/29131777@N03/8288766013/
  • http://www.flickr.com/photos/87919923@N00/346563918/
  • http://www.flickr.com/photos/55738177@N00/141616404/
  • Training providers: FREE: Google Analytics Help, LunaMetrics
  • Resource: http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
  • Promoted postsPromote to fansPromote what is already soaringThink about your goals
  • http://www.flickr.com/photos/opensourceway/4370250237/sizes/m/in/photostream/
  • http://www.flickr.com/photos/73344134@N00/2294162833/
  • http://www.flickr.com/photos/83346641@N00/3578775702/
  • Demystifying Social Media Analytics

    1. 1. DEMYSTIFYING SOCIAL MEDIA ANALYTICS Debra Askanase Principal & Engagement Strategist CWE & Harvard iLab December 4, 2013
    2. 2. ABOUT DEBRA ASKANASE Digital Engagement Strategist Former business consultant, executive director, program manager, and community organizer debra@communityorganizer20.com Twitter: @askdebra
    3. 3. TODAY’S WORKING AGENDA Overview: Defining specific goals A tour of important analytics and metrics: • • • Google Analytics Facebook Insights YouTube Insights Tools for social media management
    4. 4. WHAT YOU NEED TO KNOW TO BE A BETTER COMMUNICATOR IS WAITING TO BE FOUND
    5. 5. MEASUREMENT REQUIRES STRATEGY FIRST 2012 Nonprofit Social Networking Benchmark Report
    6. 6. SMART COMMUNICATION GOALS 1. 10 new purchase inquiries from new geographic areas (NYC, Hartford) a month Measurement: Google Analytics: referral visits to website from social media channels, form completions 2. 10% higher enrollment by Dec. 31 and Feb. 1 than prior year Measurement: Measure success of social media campaign, GA referral visits from social media to registration 3. Increased engagement from existing network Measurement: Deeper engagement on social media channels, test success of social media campaign, referral mentioned at purchase, GA referral visits to registration site
    7. 7. EVERY SITE HAS ITS OWN DATA FINDER
    8. 8. TWITTER https://analytics.twitter.com/accounts Reach, Engagement, Mentions, Followers
    9. 9. FACEBOOK Facebook Insights
    10. 10. FACEBOOK Reach, Engagement, Location, Demographics
    11. 11. PINTEREST (BUSINESS) Reach, Repins, Clicks, Website visits
    12. 12. LINKEDIN (COMPANY PAGE) Reach, Engagement, Clicks, Demographics
    13. 13. WEBSITE analytics.google.com Reach, Segmentation, Referrals, Demographics, Site Behavior, Content interest, & more
    14. 14. MEASURE CORRECTLY
    15. 15. BUILD EVERYTHING TOWARDS YOUR GOALS Your website content Their social activities YOUR GOALS Your social channels
    16. 16. YOUR GOALS MIGHT BE… Sales Awareness/Share of voice Memberships Lead generation
    17. 17. ALWAYS MEASURE • • • • • Reach Engagement Content optimization Who is engaging Does it move people to act?
    18. 18. Location-based apps Blog Website Social networks Video/Photos
    19. 19. YOUR TURN What are the questions that you need social or website data to answer?
    20. 20. HOME BASE IS GOOGLE ANALYTICS http://www.flickr.com/photos/amatuerphotographer/4536083399/sizes/z/in/photostream/
    21. 21. WWW.GOOGLE.COM/ ANALYTICS
    22. 22. GOOGLE ANALYTICS BASICS • Audience (who are they) • Acquisition (all traffic and referrals) • Behavior (site content consumption) • Conversions (e-commerce, goals, funnels)
    23. 23. HOW ENGAGED?
    24. 24. WHERE ARE THEY COMING FROM?
    25. 25. SPECIFIC SOURCE
    26. 26. IS SOCIAL WORKING?
    27. 27. KEYWORD SEARCH TERMS
    28. 28. MOST POPULAR CONTENT
    29. 29. HOW ARE THEY USING THE SITE?
    30. 30. TRACKING ECOMMERCE AND CONVERSIONS
    31. 31. SET UP TRAFFIC SPIKE ALERTS
    32. 32. YOU FIND ALERTS UNDER “GOALS”
    33. 33. AND SEE THEM UNDER “INTELLIGENCE”
    34. 34. TRACK “CALLS TO ACTION” = SETTING UP GA GOALS
    35. 35. ARE THEY DOING THOSE THINGS?
    36. 36. DIY ANALYTICS DASHBOARD
    37. 37. THIS IS JUST THE BEGINNING! Geography/Language Targeting AdWords Real-time statistics Benchmarking Google Traffic Alerts In-page analytics 39 …and so much more!
    38. 38. GOOGLE ANALYTICS IS FREE BUT EMPLOYEE TIME IS NOT 40 …invest in training or external guidance!
    39. 39. FACEBOOK PAGE* INSIGHTS: A TOUR *only Pages have Insights, Facebook Groups do not
    40. 40. FACEBOOK INSIGHTS • • • • • Reach Engagement Content optimization Who is engaging Does it move people to act
    41. 41. FACEBOOK PAGE INSIGHTS
    42. 42. PROMOTING POSTS: AD METRICS
    43. 43. ANATOMY OF A PAID “PAGE LIKE” ADVERTISING CAMPAIGN
    44. 44. THE LIKE AD CAMPAIGN AND REACH
    45. 45. WHAT CONTENT RESONATES? CASE STUDY
    46. 46. Digging deeper …
    47. 47. …and deeper still into content popularity/reach
    48. 48. LET’S TAKE A TOUR http://www.flickr.com/photos/theqspeaks/4887379358/sizes/z/in/photostream/
    49. 49. LET’S DIG INTO A CASE
    50. 50. YOUTUBE INSIGHTS: A TOUR
    51. 51. YOUTUBE IS EQUAL TO GOOGLE SEARCH 95% of Americans use Google Search 95% of Americans use YouTube Search 46.8% browse YouTube several times daily http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-webcontent
    52. 52. 6 KEY YOUTUBE INSIGHTS Views: Filter by video, top videos, time watched Subscribers Shares: Which videos are compelling Discovery Playback Locations & Traffic Sources: Where viewers are coming from Traffic: Analyze traffic by video (no screenshots) Demographics: Overall and by specific video
    53. 53. YOUTUBE CHANNEL OVERVIEW
    54. 54. VIEWS AND TOP VIDEOS
    55. 55. SHARES: WHAT’S COMPELLING
    56. 56. DISCOVERY & PLAYBACK LOCATION (1)
    57. 57. DISCOVERY & PLAYBACK LOCATION (2)
    58. 58. OVERALL CHANNEL DEMOGRAPHICS
    59. 59. YOUR KNOWLEDGE OUR KNOWLEDGE
    60. 60. SHARING IS CARING Internal discussions: 1. Who needs to be aware of this information immediately, to act on it? 2. Who else should be aware of this information? 3. How will you make it available to both sets of colleagues internally? 4. When will you regularly discuss this? 5. What intentional knowledge-sharing structure needs to be put in place?
    61. 61. Marketing Programs Entire org Information sharing You
    62. 62. PUTTING IT ALL TOGETHER: DIY DASHBOARDS Pay attention to what really matters
    63. 63. DIY METRICS RESOURCES METRICS: Bit.ly clicks AddThis Rowfeeder Google Analytics Metric.ly http://www.flickr.com/photos/70099148@N00/145269819/
    64. 64. Is the Conversation Compelling? bit.ly
    65. 65. PAGE SHARING ANALYTICS FROM ADDTHIS.COM
    66. 66. ADDTHIS.COM DASHBOARD
    67. 67. METRIC.LY: DIY DASHBOARDS
    68. 68. A METRIC.LY TWITTER DASHBOARD
    69. 69. A downloadable metrics dashboard for you to customize Find online at http://bit.ly/SMARTgoa ltracking
    70. 70. MANAGING CONTENT Hootsuite: multiple platforms TweetDeck: all-Twitter Curalate: post to Instagram & Pinterest Bufferapp: post to anywhere, whenever SocialOomph: Twitter management Facebook: schedule posts SproutSocial: manage, monitor, post metrics
    71. 71. COME ON IN! THE WATER’S JUST RIGHT… TRY IT,
    72. 72. …AND UNEXPECTED SURPRISES ABOUND!
    73. 73. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linkedin.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

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