This document discusses social media analytics and metrics. It begins by defining social media analytics and identifying typical business goals like increasing revenues. It emphasizes determining key performance indicators to evaluate goals and data. It then discusses various tools for social media analytics including Followerwonk, TweetReach, and Fanpage Karma. It covers the importance of content, personalized experiences, and listening tools. It also discusses tracking links and examining metrics related to awareness, conversions, retention and returning consumers. Overall, the document provides an overview of social media analytics with a focus on selecting the right tools, content, listening approaches, tracking, and metrics.

1. DRIVINGSOCIALMEDIAANALYTICS
AUGUST 17, 2015
PERRY D. DRAKE
ASSISTANT PROFESSOR OF DIGITAL AND SOCIAL MEDIA MARKETING
UNIVERSITY OF MISSOURI – ST. LOUIS

2. Social Media Analytics Defined
 The first step in a social media analytics initiative is to determine
which business goals you wish to address and the data needed to do
that.
 Typical objectives include increasing revenues, reducing customer
service costs, getting feedback on products and services and improving
public opinion of a particular product or business division.
 Once the business goals have been identified, key performance
indicators (KPIs) for objectively evaluating the data should be defined.
 There are a number of types of software tools for analyzing
unstructured data found in tweets and Facebook posts through listening
and sentiment analysis. There are also many tools that use data to help
produce the right content at the right time to elicit the most
engagement.

3. Agenda
1. The Right Tools
2. Content is Key
3. Listening
4. Tracking
5. The Right Metrics

4. 1. The Right Tools
Buffer
Followerwonk
Klout
Tweet Reach
Twazzup
Fan Page Karma

5. Followerwonk
Followerwonk shows you detailed breakdowns of your followers and
activity. Click on the Analytics tab, enter a Twitter handle and view
information on followers and following. See stats like when your followers
are online, when you typically post, and how your followers fall into
categories like social authority, activity, total tweets, and follower count.

6. TweetReach
With TweetReach, you can
monitor Tweets about all your
topics – hashtags, brands,
accounts, events – in real time,
with comprehensive analytics
on Twitter reach, performance
and engagement.

7. Fanpage Karma
Analyze every single detail of your
posts. Discover the best topics. See
which time is the best to get to your
fans. You can even type in competitors
 best times for posting
 best types of posts and best topics
 best and least engaging posts
 best posting frequency

8. 2. Content is Key
To achieve social media success today you must
have great content.

9. A Personalized Experience
According to Adobe and Econsultancy, 52% of
digital marketers consider the ability to personalize
digital content fundamental to their online strategy.
are targeting
personalized content
in real time
Only

10. Amazon Personalized
Perry’s personal
recommendations using
his own PC and preferred
browser
Recommendation
on another PC not used
by Perry

11. The convergence of off and
online data.
“I predict 2014 will become the year of social
data integration and data alignment - a “Grand Aligned
Convergence" of sorts - something we've never seen
till now.”

12. Personalized Content
This is where content personalization comes into play.
It lets you target different content to different types of visitors based on
data that defines their behavior and other factors.

13. Gnip is bringing all social
platform data together.
Bringing together
data from Twitter,
Foursquare,
Instagram, YouTube,
etc.

14. Datasift is another source for
conversational data.

15. Bluekai…bringing it all together.
Many incorporate with their social listening data for more robust opportunities
Oracle bought
Bluekai in February
of 2014 for $400
Million

16. Companies Offering Content
Personalization are Abundant
 Disque
 Personyze
 Monoloop
 Monetate
 Apptus
 Gravity (content personalization for publishers)
 Avail (ecommerce personalization)
 Apsalar (mobile behavioral targeting)
 Vero (targeted emails based on user behavior)
 Runa (personalized offers)
 OneSpot (personalized content ads)
 PersuasionAPI
And many will
contract with the
data companies on
the prior slides such
as Monetate.

17. To Help You Decide.
http://content.monetate.com/h/i/27697627-9-must-ask-questions-when-evaluating-personalization-platforms

18. 3. Listen
In order to listen properly you have to ensure your
ear is against the correct door and the connection is
clean.

19. Get the Right Data
 One inherent challenge in this is filtering out the useful parts from the
rest of the noise. Different technologies will provide a variety of
solutions to help you find the stuff that matters (and ideally not much
else), but ensuring that you know how to take advantage of these tools
is a must.
 If you have a tricky brand name like Tide, it’s crucial that you tailor
your search to gather the right data as there can be so much extra info
that is of little to no use.
 Listening tools include: Netbase, Brandwatch, Radian6, CrimsonTide,
Sysomos, etc.

20. Dig in
 Just like with traditional data, you must spend the time to prep the
data to ensure you glean as much from the data is possible.
 Roll up your sleeves and get intimate with the data.
 The most interesting findings will likely not sit at the top of the data
pile.

21. 4. Tracking
 When appropriate, establish tracking of your
social media.
 But of course not all social media posts are to
drive a conversion.
 For example, a B2B marketer will mostly use
Facebook to create the “face” of the company
showing behind the scenes. And not drive a sale.

22. Bit.ly Tracking
Track the engagement of your posts with links

23. Google Analytics Tracking
Track the clicks right into Google Analytics

24. 5. Examining the Right Metrics
As said at the start of this presentation, the first step
in a social media analytics initiative is to determine which
business goals you wish to address. And once identified,
KPI’s for objectively evaluating those goals and the data
needed can then be defined...but not before.

25. Building Awareness
If buildingawareness is the goal…
1. Look at web traffic patterns and branded search queries
2. Examine social media shares and mentions
3. Count your backlinks
4. Look at those referral URL’s

26. Driving Conversions
If drivingconversions is the goal…
1. How long do they stay
2. How much content do they consume
3. And, what is it that they are consuming so you can give them more

27. Retention
If retaining customers is your goal…
1. Examine new versus returning customers
2. Is time on site going up?
3. What are your overall satisfaction scores

28. It’s Not All About Likes
The brand awareness created by social media such as “likes” and “Retweets” is valuable
but it is not enough.
According to Altimeter, only 34% of businesses feel that their social strategy is connected
to business outcomes. To demonstrate social media’s value, you need to measure social
media ROI as it relates to your broader business goals. Key examples of social media
metrics to track include:
 Reach
 Site traffic
 Leads generated
 Sign-ups and conversions
 Revenue generated
It’s important for your social media data to be relevant to the stakeholders and not just
social media practitioners. Tying social media to the “big picture” by linking it to
organizational and departmental goals will help you achieve that goal.
Remember, a Facebook like is worth nothing until you nurture that relationship!

29. But…
As Gary Vaynerchuk points out, trying to measure social ROI is sort of
like trying to measure the effectiveness of a billboard.
Are billboards effective advertising tools? Undoubtedly, yes.
Is it possible to track how billboard advertising boosts sales? It's not
impossible, but it would be difficult to obtain accurate data.
A company could have a unique phone number or URL on a billboard, or
even a special offer, but it would be hard to figure the true number of
"generated actions" that came from it.

30. Hubspot’s own Anum Hussian
(author of Twitter for Dummies)
https://www.youtube.com/watch?t=105&v=6aehIYSgYwU
Anum who presented
at my conference in
April will walk you
through her favorite
metrics: fans and
engagement.

32. Measure Returning Consumers
We all want returning consumers. And, that is no
different regarding our Facebook Fans.

33. Consumers Defined

34. The Calculation…
1. Sum up the daily consumers for the week
2. Subtract from this the weekly number of consumers (which is a
deduped number)
3. This gives you the number of returning consumers for the week
4. Plot this historically.
Day
Daily Total
Consumers
Weekly Total
Consumers
Sum of daily totals
for the week Engaged
1 25
2 33
3 26
4 21
5 42
6 66
7 34 212 247 35
8 18
9 33
. .
. .
. .
. .

35. No Correlation Between
Retweets and Clicks...
HubSpot Social Media Scientist Dan Zarrella analyzed 2.7 million link-
containing tweets and found something interesting...
He discovered that there is no correlation between retweets and clicks.
In fact, he found many people will retweet a tweet with a link without
even clicking on that link and vice versa.
So capture tweet link clicks using tools such as bit.ly as another key
metric of interest in your content.
Say What!!

36. Perry D. Drake
Assistant Teaching Professor, College of Business Administration, University of Missouri – St. Louis
& Academic Director of Business, School of Professional and Continuing Studies, University of Missouri – St. Louis
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