Social Media Analytics Demystified


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Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and YouTube Insights, and the data you need to track in order to know what your online community wants, develop engaging content, support the community, and meet your goals. The presentation also includes references to several DIY social media metrics dashboards you can use in your business.

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  • Channels: email/enewsletter,facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  • A is the org goals.  B is what the audience is interested in (or their goals, needs, etc.)  What's in the middle is generally where THE conversation topic is going to be.
  • Resource:
  • Training providers: FREE: Google Analytics Help, LunaMetrics
  • In today’s world, data is not something else.
  • Social Media Analytics Demystified

    1. 1. Demystifying Social Media Analytics Presented by Debra Askanase, Engagement Strategist April 8, 2013 City of Cambridge
    2. 2. About Debra AskanaseDigital Engagement StrategistFormer business consultant,executive director, programmanager, and communityorganizer
    3. 3. Today’s Working Agenda• Overview: Defining specific goals• A tour of important analytics: Facebook, YouTube, Google Insights• Key metrics for Facebook, YouTube, and Google Analytics• Setting up your own metrics dashboards
    4. 4. Who’s in the Room?• Introduce yourself: name, type of business, what social media channels you use• How would measurement change what you are doing with social media?
    5. 5. Goals and QuestionsKnowing what you want to measure is most of the work!
    6. 6. Measurement Requires Strategy Frist 2012 Nonprofit Social Networking Benchmark Report
    7. 7. Develop Post to Define content and social mediayour goals data points channels What Measure content key data does not points engage? against goals Optimize that What content! content engages?
    8. 8. Identify Communications GoalsWhat are your “aspirational organizational” goals? What should your communications accomplish? How could communications also accomplishinternal, segmented, or audience-specific goals? Are they SMART goals?
    9. 9. Define Your SMART Communication GoalsSpecific Design your social media activities to meet yourMeasurable business goals:Attainable • brand awareness • membershipRealistic • sales • sales leadsTimely • specific segment attraction
    10. 10. Some SMART Communication Goals1. 10 new purchase inquiries from new geographic areas (NYC, Hartford) a month Google Analytics: referral visits to website from Measurement: social media channels, form completions2. 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 registration3. Increased engagement from existing network Deeper engagement on social media channels, test Measurement: success of social media campaign, referral mentioned at purchase, GA referral visits to registration site
    11. 11. Share Pair Exercise1. What are your aspirational goals?2. Develop two SMART social media goals.**Remember that SMART goals: • Include a target number or percentage • Are time-specific • Are realistic!
    12. 12. Blogging Micro RSS Feeds Blogging ImageListserv Choose Sharing your tools Forums Video Sharing Social Networking Podcasts Widgets
    13. 13. Blog YouTube URLFacebook Twitter
    14. 14. Four Key Questions To Ask (and the tools to get you there)1. Are my social activities referring visitors to the site? *view in Google Analytics2. Is social content sending people to where I want them to go? *view in Google Analytics3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in clicks and RTs4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter, paid), FB posts, YouTube Insights
    15. 15. In the end, it’s all aboutcontent & engagement
    16. 16. Facebook Page* Insights: A Tour 6 metrics you want to keep your eye on*only Pages have Insights, Facebook Groups do not
    17. 17. 6 Key Facebook InsightsContent: reach, engagementReceptivity: Reach & core audienceTraffic Sources: How are they finding you?Engagement: PTAT is interactionLikes: where they are coming fromDemographics: Likes and PTAT
    18. 18. FB Insights: High Level Overview
    19. 19. Content: What Resonates
    20. 20. Receptivity: Reach & Core Audience
    21. 21. Traffic Sources: Where Are Viewers Coming From? Find this list at the bottom of the “Reach” Insights tab
    22. 22. Where Are Likes Coming From?
    23. 23. Measuring Engagement
    24. 24. Relationships: Engagement and Reach
    25. 25. Engagement influences Reach => More Page Likes
    26. 26. Demographics: Likes and PTAT Likes demographics
    27. 27. Demographics: Likes and PTAT PTAT demographics
    28. 28. What Content Resonates?Case Study of Three Camps
    29. 29. Digging deeper …
    30. 30. …and deeper still into content popularity/reach
    31. 31. Share Pairs: FB Thoughts, Takeaways
    32. 32. Facebook Insights for content and engagement Post & PTAT reach
    33. 33. YouTube Insights: A Tour 6 metrics you want to keep your eye on
    34. 34. 6 Key YouTube InsightsViews: filter by video, top videos, time watchedSubscribersShares: Which videos are compellingDiscovery Playback Locations: where viewersare coming fromTraffic: Analyze traffic by video (no screenshots)Demographics: Overall and by specific video
    35. 35. 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 content
    36. 36. YouTube Channel Overview
    37. 37. Overview by Video
    38. 38. Views and Top Videos
    39. 39. Subscribers
    40. 40. Shares: What’s Compelling
    41. 41. Discovery & Playback Location (1)
    42. 42. Discovery & Playback Location (2)
    43. 43. Overall Channel Demographics
    44. 44. Share Pairs: YTThoughts, Takeaways
    45. 45. YouTube Insights for content and engagement Views, s & subscribers hares
    46. 46. Google Analytics: A Tour 6 metrics you want to keep your eye on
    47. 47. 6 Key Google Analytics MetricsVisitors: OverallContent: what resonatesTraffic: Where are they going?Time on site: bounce rate, time by referralsourceReferral sources: is social media working??Are they doing what we want them to do?
    48. 48. Google Analytics is Free BUT Employee Time Is Not …invest in training or external guidance! 51
    49. 49. s
    50. 50. Visitors: How many people look at our site?
    51. 51. Content: What are people looking at?
    52. 52. Sources: How do people find our website? 55
    53. 53. Look Deeply At Referral Sources
    54. 54. Social Media Traffic Sources *Use Social Sources in Google Analytics
    55. 55. Set Up Traffic Spike Alerts by Referral Source
    56. 56. Where do they go to?Where do they drop off?
    57. 57. Is social doing its job?
    58. 58. What do we want people to do? (“Calls to action”)
    59. 59. Are they doing those things?
    60. 60. Google Analytics metrics for content and engagement Content Pages, time on views site
    61. 61. This Is Just the Beginning!Geography/Language TargetingAdWordsReal-time statisticsBenchmarkingGoogle Traffic AlertsIn-page analytics …and so much more! 64
    62. 62. Putting It All Together: DIY Dashboards Pay attention to what really matters
    63. 63. Free DIY Metrics ResourcesFacebook Insights (PTAT)YouTube Insights (shares) clicksAddThisPinterest repinsRowfeederGoogle
    64. 64. Is the Conversation Compelling?
    65. 65. Add Page Sharing Analytics from
    66. 66. Dashboard
    67. 67. DIY Dashboards
    68. 68. A Twitter Dashboard
    69. 69. Set up your own DIY Google Analytics dashboards in less than 5 minutes!
    70. 70. A downloadablemetrics dashboard foryou to customizeFind online at
    71. 71. DIY Dashboard: Top Level Stats
    72. 72. DIY Dashboard: Facebook
    73. 73. DIY Dashboard: Meet SMART Goals?
    74. 74. Wrapping Up: Where to StartKnow what you want to know before digging into thedataBe a data nerd: tracking is learningPlan to have integrated toolsDemystify “data” for your companyFREE is not FREE - invest in training or get help!!!! 80
    75. 75. What Will You Begin To Measure Today?
    76. 76. Facebook Insights Resources• Customizable online metrics tracking spreadsheet for you to use and share:• Facebook page insights, explained:• Applying social metrics framework to the new Facebook Insights, from Beth Kanter:• How to use the new Facebook insights (video tutorial), from John Haydon: insights-video-tutorial/• Using Facebook to Meet Your Mission, Idealware report: 82
    77. 77. Web Analytics Resources• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE):• Frogloop Blog Post: google-analytics-to-track-a-nonprofit-website-part-1.html• Google Analytics Help:• Google Analytics Getting Started:• Google Analytics Blog:• LunaMetrics:• eMetrics Marketing: 83
    78. 78. Resources via• Engagement metrics:•• YouTube tips and tutorials: tutorials• Facebook best practices and research: 84
    79. 79. I’m always available to answer follow-up questions!Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: @askDebraOther slides: (617) 682-2977