1.
SOCIAL REPORTING
AND ANALYTICS
BY
JOHN BIRUNGI BABIRUKAMU
METROPOLITAN REPUBLIC

2.
TOPICS
• Setting Goals
• Measuring Return on Investment
• Audience Analysis
• Engagement Analysis
• Competitive Analysis
• Spend Analysis
• Reporting Tools
• Premium Reporting Tools
• Presentation of Reports

3.
Setting Goals
Most objectives center around this:
•Prospecting. Generate leads and make sales.
•Marketing. Generate interest & create Awareness
•PR. Build and repair public opinion
•Community building. Develop friends and fans
•Customer support.
•Thought leadership. Develop name recognition

4.
Setting Goals – The Herdsman Analogy
• Ranch – Your Page
• Cows – Followers
• Bulls - Influencers
• Milk – Engagement
• Grass – Content
• Salt Lick - Incentives
• Beef - Sales

5.
Measuring Return On Investment

6.
Measuring Return On Investment
Step 1
Determine what your ROI is.
•Sales
•Brand or product awareness
•Brand or product affinity/Sentiment
•Customer Satisfaction
•Social following.

7.
Measuring Return On Investment
Step 2
Read the Tea Leaves.
•Sales (Clickthroughs, Leads generated, Store Visits on Facebook)
•Brand or product awareness (Following, Reach, Engagement)
•Brand or product affinity/Sentiment (Sentiment, Engagement)
•Customer Satisfaction (Tickets Closed, Sentiment)
•Social following. (Number of Followers within the target Audience)

8.
Social Analysis

9.
Audience Analytics
Reading your Audience Profile
• Age
(Largest demographic in Uganda is 18-24)
• Gender
(65%-75% Male across Social Media In Uganda)
• Location
(Largest Majority is within Greater Kampala)
• Language
• Interests
• Device
(Nearly 70% of Users in Uganda are on Mobile.)

10.
Engagement Analysis
Metrics to look out for:
• Engagement & Reach (Page, Post, Keywords, Hashtags & Location)
• Influencers (Who are they, Sentiment)
• Sentiment
• Store Visits
• Ratio of Page Engagement to Page following.

11.
Competitive Analysis
Metrics to look out for:
• Social Audience (Numbers, growth)
• Posts made
• Engagement & Reach (Post, Hashtags, Mentions, Keywords, Location)
• Social Sharing

12.
Spend Analysis
Metrics to Show:
• Organic Vs Paid Reach & Engagement (Justify every dollar.)
• Individuals Targeted Vs Actual Individuals reached (Growth, Reach & Engagement)
• Influencer/Ambassador Engagement

13.
Reporting Tools

14.
Free Tools

15.
Facebook Insights

16.
Facebook Analytics – Overview

17.
Facebook Analytics – Pages to Watch

18.
Facebook Analytics – People

19.
Twitter Analytics

20.
Twitter Analytics

21.
Twitter Analytics - Home

22.
Twitter Analytics - Audiences

23.
Twitter Analytics – Tweets

24.
Twitter Analytics – Tweets

25.
Tweetbinder

26.
Tweetbinder

27.
Tweetbinder – Activity Metrics

28.
Tweetbinder – Contributor Ranking

29.
Tweetbinder – Contributor Ranking

30.
Tweetbinder – Contributor Ranking

31.
Tweepsmap

32.
Tweepsmap

33.
Tweepsmap

34.
Tweepsmap

35.
Cyfe

36.
Premium Reporting Tools