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- Practical and cost effective ways to measure them
- A good understanding of how to use the data to improve
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Analytics for Social Media
1. Taylor
Pratt
Raven
Internet
Marketing
Tools
smx.raventools.com
@RavenPratt
2.
3.
4.
5. I
used
to
be
in
the
military.
Used
to
do
field
work
for
the
CIA.
I’ve
been
to
some
horrible
places.
Seen
some
pretty
terrible
things.
I
don’t
think
I’ve
ever
been
this
scared
in
my
life.
7. Identify
your
business
objectives
(qualitative
metrics):
Increase
brand
awareness
Increase
brand
trust
Increase
interaction
with
customers
Increase
brand
loyalty
Sell
more
[your
service/product]
Better
understanding
of
user
behavior
To
facilitate
customer
support
8. What
characteristics
do
you
want
associated
with
your
brand?
Great
customer
service
Convenience
Low
prices
Refreshing
How
much
time
and
resources
are
you
willing
to
invest?
9. 67%
of
Twitter
users
who
become
followers
of
a
brand
are
more
likely
to
buy
that
brands
products1
60%
of
Facebook
users
who
become
a
fan
of
a
brand
are
more
likely
to
recommend
that
brand
to
a
friend2
74%
of
consumers
are
influenced
on
buying
decisions
by
fellow
socializers
aftter
soliciting
input
via
social
media3
10. Understand
this,
Taylor
–
I
don’t
work
for
you.
You
want
my
intel?
Fine.
But
I’m
doing
this
my
way.
11. Listening
–
your
parents
were
onto
something
How
are
your
customers
using
social
media?
Where
are
they
participating?
Are
they
currently
interacting
with
companies
via
social
media?
What
are
they
already
saying
about
you?
What
is
their
activity
level
on
each
social
network?
12. Define
KPIs
specific
to
each
business
objective
Increase
brand
awareness
KPIs
Share
of
voice
Audience
engagement
Conversation
reach
13.
14. The
following
equation
is
taken
from
a
Social
Marketing
Analytics
whitepaper
published
by
Web
Analytics
Demystified
and
Altimeter
Group
Download
it
at:
http://bit.ly/pratt1
15.
16. Number
of
people
in
a
specific
location
who
follow
us
on
Twitter
Reduction
in
support
costs
Number
of
product
improvement
suggestions
from
Facebook
fans
Increase
in
product
reviews
&
ratings
Reduction
in
sales
cycles
17. Volume
of
consumer-‐ Interaction/
created
buzz
engagement
rate
Seasonality
of
buzz
Number
of
interactions
Rate
of
virality
Store
locator
views
Embeds/installs
Registrations
by
Increases
in
searches
channel
Ranking
improvements
User-‐initiated
views
Demographics
Attributes
of
tags
18. The
key
to
successful
social
media
measurement
is
asking
questions
Example:
Are
people
sharing
your
content?
How
many
shared
a
link
to
your
content?
How
many
links
have
been
shared?
How
many
people
clicked
through
to
it
in
a
given
time
span
What
type
of
content
is
shared
the
most?
19. You
tell
me
what
you
know
or
I
promise
you
this
will
become
very
unpleasant.