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Social media analytics in black and white

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A presentation given to the PRCA in April 2012.

Published in: Business, Technology
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Social media analytics in black and white

  1. 1. SOCIAL MEDIAANALYTICS IN AND WHITE…and some golden steps @ whatmough
  2. 2. Hi.
  3. 3. Analytics is dull
  4. 4. But vital
  5. 5. Three things you aregoing to learn today
  6. 6. 1. Why digital is great foranalytics and measurement
  7. 7. 2. Why businessand analytics must go hand in hand
  8. 8. 3. How to put together ameaningful analytics strategy
  9. 9. What is social media analytics?
  10. 10. 1. Pre-campaign 2. Monitoring3. Measurement
  11. 11. 1. Pre-campaign
  12. 12. 2. Monitoring
  13. 13. 3. Measurement • Campaign analysis • Business proof
  14. 14. Let’s go back in time…
  15. 15. How do we measure PR? (AVE)
  16. 16. How does social media analytics differ?
  17. 17. How do we measure business success?
  18. 18. STEP 1: What does success look like?
  19. 19. STEP 2: Establish KPIs
  20. 20. OutputOutcome Impact
  21. 21. The ‘so what’ test
  22. 22. 8 mistakes everyonemakes about analysis
  23. 23. 1.You can’t analyse everything
  24. 24. 2.Counting isn’t measuring
  25. 25. 3.Don’t (just) analyse tojustify your existence
  26. 26. 4.Awareness, visibility, ac tion
  27. 27. 5.Last touch
  28. 28. 6.Size doesn’t (always) matter
  29. 29. 7.Only analyse at the end
  30. 30. 8.Avoid negatives
  31. 31. STEP 3: Select your tools
  32. 32. Don’t select toolsfor the sake of it
  33. 33. Start with free tools
  34. 34. Don’t get deceived by bells and whistles
  35. 35. DATA
  36. 36. What data do you need?
  37. 37. How are you going to get it?
  38. 38. Qualitative andQuantitative
  39. 39. 1. Content analysis – where and what2. What this achieved – traffic/awareness 3. Cash analysis – conversions
  40. 40. Unique URLs Influence CTR Traffic Conversions Sentiment Customer Mentions satisfaction Search Tone rankings Engagement
  41. 41. (offline social media analysis)
  42. 42. Think about the funnel
  43. 43. STEP 4: Turn analysis into action
  44. 44. STEP 5:Rinse, wash, repeat
  45. 45. What’s the process
  46. 46. OutputOutcome Impact
  47. 47. The golden circle of social media analytics Output Impact Outcome
  48. 48. 7 questions to ask yourself
  49. 49. 1. What are your(business) objectives?
  50. 50. 2.What are your KPIs?
  51. 51. 3. Who can webenchmark against?
  52. 52. 4.What tools are going to get the job done?
  53. 53. 5.How will you put yourfindings to good use?
  54. 54. 6.Are we winning?
  55. 55. 7.Do we need to change the programme?
  56. 56. Analytics is NOT (always) dull
  57. 57. But IS vital
  58. 58. Thank youdanny

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