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.

Social Media Analytics and Measurement - The Internet Show April 2014

628 views

Published on

Social Media Analytics and Measurement - The Internet Show April 2014 presented by Margaret Manning

Published in: Internet, Business, Technology
  • Be the first to comment

  • Be the first to like this

Social Media Analytics and Measurement - The Internet Show April 2014

  1. 1. Social MediaAnalytics and Actionable Insights The Internet Show 2014
  2. 2. What I do  Entrepreneur of the year 2010, 2012, 2013  First Woman in Science and Technology  Awarded by Blackberry for advancing women in technology  One of the very few women running a digital agency  2 daughters, one husband and now living in Singapore
  3. 3. Meet the family
  4. 4. Manning Wins Top Award for Women in Technology Leadership Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
  5. 5. • Where to start • Analysing the data • Distilling into actionable insights • And then… Social media analytics and actionable insights
  6. 6. Where to start?
  7. 7. So how can you be successful with social? Three key methods • Money • Luck • Strategy
  8. 8. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement
  9. 9. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement Volvo achieved 71m views with their clever splits campaign but this was supported by advertising Get LuckySpend Money
  10. 10. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement Make A Wish Foundation achieved 750m #SFBatkid Tweets and a 26% rise in donations with a heartwarming initiative and a lot of luck. Get Lucky
  11. 11. Our campaign for the RAFB used audience insight, storytelling and creative to engage young people with the Battle of Britain. Get LuckyDevelop a Strategy
  12. 12. Analytics starts with a strategy
  13. 13. Strategies Planted?  YES
  14. 14. SMART Goals 10 New purchase enquires from the new geographic target markets Google Analytics: referral visits to website from social media channels, form completions by the end of 2014
  15. 15. SMART Goals 10% Increase in event registration Social Monitoring: Measure social campaign and event registration from campaign month on month
  16. 16. Being agile Discovery and beta testing and light touch research
  17. 17. Henry Ford Image credits: Joe Shlabotnik (Flickr)
  18. 18. Faster horse Image credits: andy101 (Worth1000)
  19. 19. People’s imagination is bound what they already know
  20. 20. Or they may ask for something that’s impossible Image credits: Jeff Gothelf
  21. 21. Getting into the data
  22. 22. “Without analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.” Geoffrey Moore
  23. 23. The data is there waiting to be found!
  24. 24. Every social site has data analytics
  25. 25. Every social site has data analytics
  26. 26. Every social site has data analytics
  27. 27. Every social site has data analytics
  28. 28. Every social site has data analytics
  29. 29. Creating insights
  30. 30. MEASURE CORRECTLY
  31. 31. What are the questions you need the social and web data to answer?
  32. 32. Who are the people talking about me? Where are they talking about me? Who are my influencers? What do they like or dislike? How can I engage them?
  33. 33. But what’s in a number? Our following grew by 100,000 fans in 2013! So What?
  34. 34. But what’s in a number? Our following grew by 100,000 fans in 2013! Without a benchmark or comparison numbers tells us very little. Our competitor’s following grew by 90,000 for the same period. Year on year that represents a 30% increase in fan growth.
  35. 35. Actionable insights
  36. 36. Follow us… @ReadingRoomSG Reading Room Singapore
  37. 37. CONTENT STRATEGY DEVELOP A 1
  38. 38. THE MESSAGE IS THE CONTENT THE MEDIUM ISN’T THE MESSAGE
  39. 39. What will make your PERSONALITY USEFULNESS RELEVANCE FORMAT Content stand out? 1 2 3 4
  40. 40. DEVELOP EDITORIAL CALENDARS THAT ALIGN WITH YOUR OTHER MARKETING ACTIVITY Plan, plan, plan
  41. 41. make it shareable 2
  42. 42. VACUUM CONTENT IS NO GOOD IN A GIVE YOUR AUDIENCES THE ABILITY TO SHARE WITH THEIR NETWORKS
  43. 43. LEAD GEN CAPTURE POINTS 3INTEGRATE
  44. 44. Give and take. YOU GIVE US YOUR EMAIL ADDRESS, FOLLOW US OR LIKE US
  45. 45. STAFF ACCOUNTABLE 4MAKE YOUR
  46. 46. SOCIAL CHAMPION STOP GIVING RESPONSIBILITY FOR SOCIAL TO THE PA AND ADMIN TEAM. IDENTIFY GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
  47. 47. LEADERSHIP5SENIOR
  48. 48. WE WANT PEOPLE LISTEN TO AUTHORITY. CEOS WANT TO SPEAK TO CEOS. LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.
  49. 49. BUDGET6REASSIGN THE
  50. 50. INCREASE SPEND ON SOCIAL AND CONTENT DECREASE SPEND ON SHORT TERM LEAD GEN ACTIVITIES
  51. 51. INFLUENCERS7INFLUENCE THE
  52. 52. STRATEGY8CHANNEL
  53. 53. THINK CONTEXT WHERE DO YOUR AUDIENCES LIVE? WHAT CONTENT IS APPROPRIATE FOR WHICH CHANNEL? YOUR WEBSITE (AND MOBILE SITE) IS STILL VITALLY IMPORTANT.

×