What's the ROI on Kittens? Demystifying Social Media Analytics from SMX Social

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Social analytics go way beyond likes and shares. In this presentation, we walk through a goals-first approach to identifying the tactics and metrics that power social campaigns, and translate all of that into social media campaigns that will drive real business goals. Here, we walk through this goals-first process by taking a deeper look at the recent #UBERkittens case study, to illustrate how a campaign moves from goals, to cost benefit analysis, to tactics, to metrics, to demonstrated ROI.

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What's the ROI on Kittens? Demystifying Social Media Analytics from SMX Social

  1. 1. #SMX #23B | @Portent | @SaraLingafelter
  2. 2. #SMX #23B | @Portent | @SaraLingafelter
  3. 3. #SMX #23B | @Portent | @SaraLingafelter
  4. 4. Business Goals #SMX #23B | @Portent | @SaraLingafelter Metrics Tactics
  5. 5. #SMX #23B | @Portent | @SaraLingafelter
  6. 6. #SMX #23B | @Portent | @SaraLingafelter
  7. 7. #SMX #23B | @Portent | @SaraLingafelter
  8. 8. #SMX #23B | @Portent | @SaraLingafelter
  9. 9. http://bit.ly/17i0vKg #SMX #23B | @Portent | @SaraLingafelter http://bit.ly/17FuYz7
  10. 10. #SMX #23B | @Portent | @SaraLingafelter
  11. 11. #SMX #23B | @Portent | @SaraLingafelter
  12. 12. ( Modified from a recap slide from Avinash Kaushik at Mozcon 2013 ) #SMX #23B | @Portent | @SaraLingafelter
  13. 13. #SMX #23B | @Portent | @SaraLingafelter
  14. 14. #SMX #23B | @Portent | @SaraLingafelter
  15. 15. New customer acquisition • New website visitors Increased • Track visitor loyalty & visitor recency customer retention Gain against your competition • Track share of voice / conversation Brand awareness* • Survey! #SMX #23B | @Portent | @SaraLingafelter
  16. 16. #SMX #23B | @Portent | @SaraLingafelter
  17. 17. Creepy #SMX #23B | @Portent | @SaraLingafelter Cool
  18. 18. #SMX #23B | @Portent | @SaraLingafelter
  19. 19. Even Cooler #SMX #23B | @Portent | @SaraLingafelter
  20. 20. #SMX #23B | @Portent | @SaraLingafelter
  21. 21. #SMX #23B | @Portent | @SaraLingafelter

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