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Social Media Analytics - Measuring what matters

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Social Media Analytics - Measuring what matters

  1. 1. SOCIAL MEDIA ANALYTICS MEASURING WHAT MATTERS ANOL BHATTACHARYA
  2. 2. GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES • CONSULTANCY • CUSTOM CONTENT CREATION • DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
  3. 3. www.B2Bento.com
  4. 4. WHY IS SOCIAL MEDIA FOR MARKETING DIFFICULT TO ANALYZE / MEASURE?
  5. 5. SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING • Branding / Positioning / Awareness • Lead Generation • Lead Nurturing • Customer Service • Customer Retention WHAT ARE YOU MEASURING?
  6. 6. BRAND PERCEPTION - KEYWORD MAPPING Keywords the Brand wants Keywords Social Media to be associated with associate the brand with Brand Perception Gap
  7. 7. BRAND PERCEPTION - KEYWORD MAPPING
  8. 8. BRAND PERCEPTION - KEYWORD MAPPING
  9. 9. BASIC METRICS 1. REACH • # Blog feed subscribers • # Followers on Twitter • # Fans / Likes on Facebook • # Members of LinkedIn / Facebook Group
  10. 10. *data for illustration purpose only BASIC METRICS 2. BUZZ • # of Mentions (Twitter, Facebook, blog posts) • # Conversations @ the Blog
  11. 11. *data for illustration purpose only BASIC METRICS 3. INFLUENCE ‘Cause not all social media users are made equal
  12. 12. *data for illustration purpose only BASIC METRICS 4. SENTIMENT
  13. 13. BASIC METRICS 5. ENGAGEMENT • # Interactions • # Response time • # Issues resolved
  14. 14. TOOLS OF THE TRADE ISSUES • Asian Language Tracking • Geography Segregation • Sentiment
  15. 15. www.SingMood.com
  16. 16. Marketers Social Media Bandwagon
  17. 17. Blah Blah Blah Blah I can has Fans? Blah Social Media Douche-bag Expert
  18. 18. Ch a-C hin g!
  19. 19. Few months later....
  20. 20. 4 Followers • Mom • Dad • Neighbor's dog
  21. 21. Where is love?!
  22. 22. ANALYSIS / METRICS BEFORE YOU START PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis Inbound Analysis
  23. 23. *data for illustration purpose only ANALYSIS / METRICS BEFORE YOU START INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes?
  24. 24. ROI - THE HOLY GRAIL: CONVERSION METRICS SALES FOR B2C / E-COMMERCE LEAD GENERATION FOR B2B SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
  25. 25. SOCIAL MEDIA GENERATED TRAFFIC ADVANCED SEGMENTS
  26. 26. CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL Thank you page
  27. 27. CAMPAIGN AND URL TAGGING 2. CREATE SHORT URL
  28. 28. CAMPAIGN AND URL TAGGING 3. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3 http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  29. 29. CAMPAIGN AND URL TAGGING Multi-Channel Funnel Reports
  30. 30. FACEBOOK ANALYTICS • Insights • Likes , Interaction • Web Analytics for Landing Page • Apps for Lead Generation
  31. 31. ANOL BHATTACHARYA

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