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Advanced Social Analytics - #iMEDIA2016
The document discusses advanced social media analytics. It emphasizes setting goals that are measurable and can be broken down into key performance indicators, tactics, metrics and reports. Different types of engagement metrics are discussed, noting that not all engagement is equal and some metrics like amplification and conversation rates are more useful. Reporting tools are presented and it is noted that analytics should provide insights rather than just data. Dark social and the limitations of tracking are also covered.
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Advanced Social Analytics - #iMEDIA2016
- 1. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso ADVANCEDSOCIAL ANALYTICS DANA DITOMASO
- 2. #iMEDIA2016 @danaditomaso What’s thepoint of analytics?
- 3. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Areyou spending time & money on the right things?
- 4. #iMEDIA2016 @danaditomaso What arethe right things?
- 5. #iMEDIA2016 @danaditomaso Go backto your goals.
- 6. #iMEDIA2016 @danaditomaso Do youhave goals or aspirations?
- 7. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Arethey realistic? Can they be measured?
- 8. #iMEDIA2016 @danaditomaso Increase totalsales to $17 million by Q4
- 9. #iMEDIA2016 @danaditomaso Communicate thesocial and economic value of (organization).
- 10. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Everygoal can be broken down four ways.
- 11. #iMEDIA2016 @danaditomaso KPI What willwe measure?
- 12. #iMEDIA2016 @danaditomaso Tactics How willwe get there?
- 13. #iMEDIA2016 @danaditomaso Metrics What datado we need?
- 14. #iMEDIA2016 @danaditomaso Report How canwe show results?
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- 16. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Strongvs Fluffy Metrics
- 17. #iMEDIA2016 @danaditomaso Share ofVoice Amount of overall conversation that’s about you vs your competitors.
- 18. #iMEDIA2016 @danaditomaso Influence Who istalking about your brand and what is their impact?
- 19. #iMEDIA2016 @danaditomaso Engagement Overall engagementon your posts.
- 21. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso WhyEngagement (Can Be) a Trap
- 22. #iMEDIA2016 @danaditomaso Not allengagement is created equal.
- 23. #iMEDIA2016 @danaditomaso Can leadto chasing engagement for the sake of engagement.
- 25. #iMEDIA2016 @danaditomaso Who isthis for?
- 27. #iMEDIA2016 @danaditomaso But ourengagement went down!
- 28. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Thisis the danger of boosted posts.
- 29. #iMEDIA2016 @danaditomaso Why doyou want to attract the people who click like on anything?
- 30. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Instead,break down that engagement.
- 31. #iMEDIA2016 @danaditomaso Amplification Rate Numberof shares per post.
- 32. #iMEDIA2016 @danaditomaso Conversation Rate Numberof comments per post.
- 33. #iMEDIA2016 @danaditomaso Applause Rate Numberof likes per post.
- 34. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Whatis most important for you right now?
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- 46. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Yourjob is insight, not data.
- 47. #iMEDIA2016 @danaditomaso What canyou automate?
- 48. #iMEDIA2016 @danaditomaso Do youneed a dashboard?
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- 50. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Don’tforget Google Analytics.
- 51. #iMEDIA2016 @danaditomaso Google Analyticsis a big liar.
- 52. #iMEDIA2016 @danaditomaso “Reporting onlast-click attribution in 2014 is like buying a football team and only paying the players who score.” -@anniecushing
- 53. Conversions > Attribution> Model Comparison Tool
- 54. Conversions > Multi-ChannelFunnels > Assisted Conversions
- 55. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Givecredit where credit is due.
- 56. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso Butthen there’s Dark Social.
- 57. #iMEDIA2016 @danaditomaso You can’tactually track everything.
- 58. #iMEDIA2016 @danaditomaso Text Messages gchat Slack PrivateBrowsing Gmail Apps
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- 60. #iMEDIA2016 @danaditomaso Get thisreport: http://kickpoint.ca/dark-social-ga/
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- 62. #iMEDIA2016 @danaditomaso Report onwhat’s important.
- 63. #iMEDIA2016 @danaditomaso Report onwhat’s uncomfortable.
- 64. #iMEDIA2016 @danaditomaso Try toget the real story.
- 65. #iMEDIA2016 @danaditomaso#iMEDIA2016 @danaditomaso DANADITOMASO THANK YOU!