What are Analytics? #sxsw #whatareanalytics Blake Robinson, Attention Margaret Francis, Scout Labs
Why bother with social media analytics? <ul><li>Analytics are essential for understanding what’s going on in the world of ...
What should you expect to get out of this session? <ul><li>Examples of real social media analysis  </li></ul><ul><li>Insig...
1. Basic Metrics (What the f-k is going on?)  <ul><li>Number of mentions, by type, source, or channel </li></ul><ul><li>Ke...
Visibility is key
Engagement (What the f-k is going on?) Engagement Metrics by Site from PostRank
Breakdown of Social Media Mentions by Media Type Breakdown of Social Media Mentions by Mention Type (Scout Labs)
Breakdown of Social Media Mentions by Mention Type  Breakdown of Social Media Mentions by Mention Type (Radian6)
Twitter Followers Conan vs. Leno on Twitter (TwitterCounter.com)
Theme Identification Tiger Woods Themes, 1M Ending 11/30/09 1M Ending 2/15/10 (Scout Labs)
2. Insight Metrics (How does this drive my business?)  <ul><li>Share of voice, compared to competitors </li></ul><ul><li>T...
Buzz Volume Comparative Volume of Social Media Mentions (Scout Labs)
Geos/ Demos Age Demographics for Social Media Mentions (Sysomos)
Sentiment Sentiment on Tiger Woods for all Social Media Mentions  3M Ending 1/21/10 (Scout Labs) Sentiment on Tiger Woods ...
Product Feedback Netflix Product Feedback (Scout Labs)
3. Business Metrics (How do I actually correlate this with money?) <ul><li>Most viral content, as measured in links, retwe...
Clicks Clicks for the What Are Analytics? Panel Via bit.ly
Trackbacks Trackbacks for sxsw.com: 1134 According to BlogPulse
Blog Trackbacks  Trackbacks for sxsw.com: 1314 According to Google
Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com  Last 1Y (Quantcast)
Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com Last 1Y (Compete)
Key Takeaways <ul><li>Visibility is key to organizational adoption </li></ul><ul><ul><li>Make sure your measurement progra...
Thanks for coming! <ul><li>Blake Robinson, Attention </li></ul><ul><li>@blake </li></ul><ul><li>[email_address] </li></ul>...
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What are Analytics?

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A version of the deck Margaret Francis and Blake Robinson used in their "What are Analytics?" SXSW 2010 presentation.

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What are Analytics?

  1. 1. What are Analytics? #sxsw #whatareanalytics Blake Robinson, Attention Margaret Francis, Scout Labs
  2. 2. Why bother with social media analytics? <ul><li>Analytics are essential for understanding what’s going on in the world of social media </li></ul><ul><li>Analytics are critical for tying social media expenditures to business outcomes </li></ul><ul><li>Analytics are the key to mainstreaming social media marketing into the larger organization </li></ul>
  3. 3. What should you expect to get out of this session? <ul><li>Examples of real social media analysis </li></ul><ul><li>Insight into the tools and techniques the “experts” use- free and paid </li></ul><ul><li>Ideas for how to measure and analyze your own social media programs </li></ul>
  4. 4. 1. Basic Metrics (What the f-k is going on?) <ul><li>Number of mentions, by type, source, or channel </li></ul><ul><li>Key themes / emerging memes from conversations </li></ul><ul><li>Most viral content, as measured in links, retweets, traffic, views </li></ul><ul><li>Top sources, as measured by volume, influence, engagement or relevance </li></ul>
  5. 5. Visibility is key
  6. 6. Engagement (What the f-k is going on?) Engagement Metrics by Site from PostRank
  7. 7. Breakdown of Social Media Mentions by Media Type Breakdown of Social Media Mentions by Mention Type (Scout Labs)
  8. 8. Breakdown of Social Media Mentions by Mention Type Breakdown of Social Media Mentions by Mention Type (Radian6)
  9. 9. Twitter Followers Conan vs. Leno on Twitter (TwitterCounter.com)
  10. 10. Theme Identification Tiger Woods Themes, 1M Ending 11/30/09 1M Ending 2/15/10 (Scout Labs)
  11. 11. 2. Insight Metrics (How does this drive my business?) <ul><li>Share of voice, compared to competitors </li></ul><ul><li>Top sources, as measured by volume, influence, engagement or relevance </li></ul><ul><li>Sentiment </li></ul><ul><li>Brand perception </li></ul><ul><li>Product feedback </li></ul><ul><li>Campaign reception </li></ul>
  12. 12. Buzz Volume Comparative Volume of Social Media Mentions (Scout Labs)
  13. 13. Geos/ Demos Age Demographics for Social Media Mentions (Sysomos)
  14. 14. Sentiment Sentiment on Tiger Woods for all Social Media Mentions 3M Ending 1/21/10 (Scout Labs) Sentiment on Tiger Woods for Blogs 3M Ending 3/12/10 (Sysomos)
  15. 15. Product Feedback Netflix Product Feedback (Scout Labs)
  16. 16. 3. Business Metrics (How do I actually correlate this with money?) <ul><li>Most viral content, as measured in links, retweets, traffic, views </li></ul><ul><li>Campaign performance: views, traffic, reach </li></ul><ul><li>On site conversions, ecommerce and other </li></ul><ul><li>Correlation with sales </li></ul><ul><li>Product extension ideas </li></ul>
  17. 17. Clicks Clicks for the What Are Analytics? Panel Via bit.ly
  18. 18. Trackbacks Trackbacks for sxsw.com: 1134 According to BlogPulse
  19. 19. Blog Trackbacks Trackbacks for sxsw.com: 1314 According to Google
  20. 20. Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com Last 1Y (Quantcast)
  21. 21. Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com Last 1Y (Compete)
  22. 22. Key Takeaways <ul><li>Visibility is key to organizational adoption </li></ul><ul><ul><li>Make sure your measurement program includes exposure of key stakeholders to actual social media content </li></ul></ul><ul><li>Customize your metrics to your goals, data and capabilities </li></ul><ul><ul><li>They have to be relevant to get integrated </li></ul></ul><ul><li>Always be thinking in terms of performance tracking </li></ul><ul><ul><li>ROI, traffic, conversions- whatever is relevant to your business </li></ul></ul>
  23. 23. Thanks for coming! <ul><li>Blake Robinson, Attention </li></ul><ul><li>@blake </li></ul><ul><li>[email_address] </li></ul><ul><li>Margaret Francis, Scout Labs </li></ul><ul><li>@margaretfrancis </li></ul><ul><li>[email_address] </li></ul>

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