Emakina Academy 21 : You're on Facebook but are you performing?


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Many companies have just begun discovering the power of web analytics and already a new challenge arises. How do you measure the performance of your social media efforts? A practical introduction to social analytics.

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Emakina Academy 21 : You're on Facebook but are you performing?

  1. 1. SocialAnalytics<br />Introduction to a Social Media Measurement Framework<br />
  2. 2. FacebookInsights<br />
  3. 3. Facebook Insights<br />www.facebook.com/insights<br /><ul><li>Provides insightson FB page usage & content creation, mainlytrending
  4. 4. For page administrators orapplicationowners
  5. 5. Onlyfor page with> 30 likes
  6. 6. More possibilitiesfor ver ified, authentic pages: per-postanalytics
  7. 7. Graph API orInsightsFQL table</li></li></ul><li>Facebook Insights<br />How to useit… <br /><ul><li>Trending
  8. 8. Demographicanalysis
  9. 9. Monitor page growth
  10. 10. Monitor audience engagement (page quality)</li></ul>Do something and seewhat happens!<br />
  11. 11. However...<br />Social Media Archipel<br />Website Paradise<br />Marketing Strategy Reef<br />
  12. 12. Social Media Analytics<br />Why is itso hard?<br />
  13. 13. Traditional Web Analytics<br />Trafficacquisition<br />KPI’s<br />Web AnalyticsTool<br />Website behavior<br />KPI’s<br />Outcomes<br />KPI’s<br />
  14. 14. The challenges of social analytics<br />Yourverycoolcampaign website<br />
  15. 15.
  16. 16. The challenges of social analytics<br />What?<br />Why?<br />How?<br />What?<br />Why?<br />How?<br />
  17. 17. We need a framework<br />
  18. 18. Build your own social media framework <br />Strategy<br />Corporate goals<br />Business objectives <br />Measures of success<br />Granular metrics<br />Management<br />Tactics<br />
  19. 19. Build your own social media framework<br />Operationaltactics<br />How<br />Management<br />What<br />Strategy<br />Why<br />…<br />Business <br />Objective<br />Business <br />Objective<br />KPI<br />KPI<br />MENTIONS<br />FANS<br />KPI<br />KPI<br />CLICKS<br />KPI<br />COMMENTS<br />VIEWS<br />SHARES<br />LIKES<br />
  20. 20. A Base Model for Social Media Measurement<br />=Brand mentions/ Total mentions(Brand+Competitors)<br />=Comments+ Shares+Trackbacks / Total Views <br />=Total peopleparticipating/ Total audienceexposure<br />=# active advocates 30 days/ Total advocates <br />=Unique advocate’sinfluence/ Total advocate influence<br />=# advocacydrivenconversions/ Total advocacytraffic<br />=# satisfactorilyresolved issues / Total service issues<br />=Total inquiry response time / Total # Service Inquiries<br />=Customer feedback (A/B/C/..) / All customer feedback<br />=# Specific topic mentions/ All topic mentions<br />=# Pos, Neg, Neutrmentions/ All topic mentions<br />=# Pos mentions, shares, conv/All mentions, shares, conv<br />Source: Jeremiah Owyang, Altimeter Group, John Lovett, Web Analytics Demystified, 2010<br />
  21. 21. You need to adapt the model to your own business!<br />
  22. 22. Our more detailed model for social campaigns<br />FANS<br />VIDEO PLAYS<br />STREAM CTR<br />…<br />COMMENTS<br />SUBSCRIPTIONS<br />CONVERSIONS<br />BOUNCE RATES<br />ConversionRate<br />Audience Engagement<br />TIME ON PAGE<br />COST<br />CPA<br />RFA scoring<br />VSITORS<br />SHARES<br />ACTION<br />TWEETS<br />ENGAGEMENT<br />VIEWS<br />Share of Voice<br />Active Advocates<br />MENTIONS<br />AWARENESS<br />BACKTRACKS<br />PROMOTE ADVOCACY<br />FOSTER DIALOG<br />ADVOCACY<br />Reach<br />Advocate <br />influence<br />Engaging<br />Communicating<br />
  23. 23. 2 social campaigns<br />Designer Shoes <br />Last Minutes<br /><ul><li> Create promo awareness
  24. 24. Boost online sales
  25. 25. Maximize natural spread
  26. 26. Create brand advocates
  27. 27. Develop conversation
  28. 28. Online visibility share </li></li></ul><li>2 social campaigns<br />Designer Shoes <br />Last Minutes<br /><ul><li> Create promo awareness
  29. 29. Boost online sales
  30. 30. Maximize natural spread
  31. 31. Create brand advocates
  32. 32. Develop conversation
  33. 33. Online visibility share </li></ul>ADVOCACY<br />AWARENESS<br />ADVOCACY<br />AWARENESS<br />ENGAGEMENT<br />ACTION<br />ACTION<br />ENGAGEMENT<br />
  34. 34. 2 social campaigns<br />FANS<br />VIDEO PLAYS<br />STREAM CTR<br />…<br />COMMENTS<br />SUBSCRIPTIONS<br />Designer Shoes<br />Last Minutes<br />CONVERSIONS<br />BOUNCE RATES<br />ConversionRate<br />Audience Engagement<br />TIME ON PAGE<br />COST<br />CPA<br />RFA scoring<br />VSITORS<br />SHARES<br />ACTION<br />TWEETS<br />ENGAGEMENT<br />VIEWS<br />Share of Voice<br />Active Advocates<br />MENTIONS<br />AWARENESS<br />BACKTRACKS<br />PROMOTE ADVOCACY<br />FOSTER DIALOG<br />ADVOCACY<br />Reach<br />Advocate <br />influence<br />Engaging<br />Communicating<br />
  35. 35. Last Minutes Campaign<br />ADVOCACY<br />AWARENESS<br />ENGAGEMENT<br />ACTION<br />Last Minutes<br />
  36. 36. Last Minutes Campaign<br />AWARENESS<br />ADVOCACY<br />ACTION<br />ENGAGEMENT<br />Designer Shoes<br />
  37. 37. Dashboards rock!<br />
  38. 38. The tools<br />
  39. 39. Tools in Social Media Measurement<br />NativeSocialAnalyticsTools<br />Web Analytics Vendors<br />Platform SpecificTools<br />Social Media Monitoring<br />Business Intelligencetools<br />
  40. 40. A native social analytics tool: PostRank<br />Tip: youdon’t have to own the blog / website, idealforcompetitiveanalysis<br />
  41. 41. Our advice on tool selection<br />Thinkabout the whywhengoinginto vendor selection to avoidhaving to buy 25 programs. <br />Thenagain… don’thesitate to experiment withsmalltoolsto avoidhaving to waitfor 2 yearson IT & procurement to buy the toolyouneed.<br />
  42. 42. Vendors<br />Web Analytics<br />SMM<br />BI - CRM <br />Platform Specific <br />Native Social <br />FacebookInsights<br />PostRankAnalytics<br />WebTrends<br />Alterian SM2 <br />Unica<br />TweetStats<br />Unilyzer<br />Attentio<br />SAS<br />Adobe OMS <br />HootSuite<br />TwitterCounter<br />SPSS<br />Google Alerts <br />Nedstat<br />You Tube Insight<br />Google Analytics<br />MySpaceAnalytics<br />
  43. 43. Learnings<br />1. Take time to adapt a framework to your needs<br />2. Define your own KPI’s based on your business goals and integrate in a dashboard<br />Act on your KPI’s in short loops<br />4. Methodology before technology<br />5. It’s not exact science, you should accept that<br />
  44. 44. Thank you!<br />