Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced Social Analytics - #iMEDIA2016

2,332 views

Published on

Here's a dirty little secret about social analytics — most of them are misleading.

In this session, Dana will go over Kick Point's favourite social media attribution tools and explain how they work together. Learn how to get real data from your social media campaigns, why you should focus on strong metrics instead of fluffy ones, and how to give credit where credit is due.

Published in: Data & Analytics
  • Be the first to comment

Advanced Social Analytics - #iMEDIA2016

  1. 1. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso ADVANCED SOCIAL ANALYTICS DANA DITOMASO
  2. 2. #iMEDIA2016 @danaditomaso What’s the point of analytics?
  3. 3. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Are you spending time & money on the right things?
  4. 4. #iMEDIA2016 @danaditomaso What are the right things?
  5. 5. #iMEDIA2016 @danaditomaso Go back to your goals.
  6. 6. #iMEDIA2016 @danaditomaso Do you have goals or aspirations?
  7. 7. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Are they realistic? Can they be measured?
  8. 8. #iMEDIA2016 @danaditomaso Increase total sales to $17 million by Q4
  9. 9. #iMEDIA2016 @danaditomaso Communicate the social and economic value of (organization).
  10. 10. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Every goal can be broken down four ways.
  11. 11. #iMEDIA2016 @danaditomaso KPI What will we measure?
  12. 12. #iMEDIA2016 @danaditomaso Tactics How will we get there?
  13. 13. #iMEDIA2016 @danaditomaso Metrics What data do we need?
  14. 14. #iMEDIA2016 @danaditomaso Report How can we show results?
  15. 15. #iMEDIA2016 @danaditomaso (real client example)
  16. 16. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Strong vs Fluffy Metrics
  17. 17. #iMEDIA2016 @danaditomaso Share of Voice Amount of overall conversation that’s about you vs your competitors.
  18. 18. #iMEDIA2016 @danaditomaso Influence Who is talking about your brand and what is their impact?
  19. 19. #iMEDIA2016 @danaditomaso Engagement Overall engagement on your posts.
  20. 20. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Why Engagement (Can Be) a Trap
  21. 21. #iMEDIA2016 @danaditomaso Not all engagement is created equal.
  22. 22. #iMEDIA2016 @danaditomaso Can lead to chasing engagement for the sake of engagement.
  23. 23. #iMEDIA2016 @danaditomaso Who is this for?
  24. 24. #iMEDIA2016 @danaditomaso But our engagement went down!
  25. 25. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso This is the danger of boosted posts.
  26. 26. #iMEDIA2016 @danaditomaso Why do you want to attract the people who click like on anything?
  27. 27. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Instead, break down that engagement.
  28. 28. #iMEDIA2016 @danaditomaso Amplification Rate Number of shares per post.
  29. 29. #iMEDIA2016 @danaditomaso Conversation Rate Number of comments per post.
  30. 30. #iMEDIA2016 @danaditomaso Applause Rate Number of likes per post.
  31. 31. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso What is most important for you right now?
  32. 32. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Reporting Tools
  33. 33. #iMEDIA2016 @danaditomaso https://www.rivaliq.com/
  34. 34. #iMEDIA2016 @danaditomaso https://buzzsumo.com/
  35. 35. #iMEDIA2016 @danaditomaso https://sproutsocial.com/
  36. 36. #iMEDIA2016 @danaditomaso https://buffer.com/
  37. 37. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Your job is insight, not data.
  38. 38. #iMEDIA2016 @danaditomaso What can you automate?
  39. 39. #iMEDIA2016 @danaditomaso Do you need a dashboard?
  40. 40. #iMEDIA2016 @danaditomaso https://www.annielytics.com/annielytics-dashboard-course/
  41. 41. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Don’t forget Google Analytics.
  42. 42. #iMEDIA2016 @danaditomaso Google Analytics is a big liar.
  43. 43. #iMEDIA2016 @danaditomaso “Reporting on last-click attribution in 2014 is like buying a football team and only paying the players who score.” -@anniecushing
  44. 44. Conversions > Attribution > Model Comparison Tool
  45. 45. Conversions > Multi-Channel Funnels > Assisted Conversions
  46. 46. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Give credit where credit is due.
  47. 47. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso But then there’s Dark Social.
  48. 48. #iMEDIA2016 @danaditomaso You can’t actually track everything.
  49. 49. #iMEDIA2016 @danaditomaso Text Messages gchat Slack Private Browsing Gmail Apps
  50. 50. #iMEDIA2016 @danaditomaso http://www.theatlantic.com/technology/archive/2012/10/dark- social-we-have-the-whole-history-of-the-web-wrong/263523/
  51. 51. #iMEDIA2016 @danaditomaso Get this report: http://kickpoint.ca/dark-social-ga/
  52. 52. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Summing Up
  53. 53. #iMEDIA2016 @danaditomaso Report on what’s important.
  54. 54. #iMEDIA2016 @danaditomaso Report on what’s uncomfortable.
  55. 55. #iMEDIA2016 @danaditomaso Try to get the real story.
  56. 56. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso DANA DITOMASO THANK YOU!

×