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

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