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1. Analytics, Influence, Tools & Jerks
Sara Dunaj, Princess Cruises Social Media Lead
@saradunaj | @sweetsandsara

2. KPI Development & Measurement
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ANALYTICS

3. Measurement Strategy 101
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Objective KPIs Target

4. KPI Mapping
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Objective KPIs
Raise product/brand
awareness
Video views, brand lift, new leads/email acquisition,
impressions, reach, cost-per-view, cost-per-lead
Drive purchases Web conversions
Increase word-of-mouth Comments, shares, UGC volume, volume of conversation
(listening data)
Drive web traffic Web visits (UTM/Adobe CID)
Increase brand
preference
Brand lift, competitive benchmarking, likes

5.  Website pixel
 Affiliate links,
RewardStyle,
Curalate
 Limitations
Conversions: Headache or Holy Grail?
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6. Use analytics to refine your strategy.
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7. • Focus on your impact on the bottom line:
 Web purchases driven by social media, influencer or
affiliate marketing
 Web traffic
 New leads and email acquisition
 Brand lift
• Context is key!
Analytics for the C-Suite
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8. Context: Progress to Annual Goal
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9. Context: Competitive Benchmarking
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10. Time for a deep dive into
Facebook & Twitter analytics…
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11. …. Because My Favorite Price Is Free
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TOOLS

12.  Full-service platforms: Sprinklr, Spredfast,
Adobe Social, Simply Measured, etc.
 On the cheap: Sprout Social, HootSuite,
Tailwind, Buffer, Iconosquare, native analytics
 UGC: CrowdRiff, Curalate, Pixlee
Analytics Toolkit
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13.  Sprout Social, HootSuite, Buffer – social
management
 Tailwind – Pinterest & Instagram scheduling
 Iconosquare – Instagram analytics
 Native analytics
 Pixlr, A Color Story, Snapseed – creative
development
Social, Not $ocial
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14. Building Ethical, Impactful Campaigns
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LEVERAGING
INFLUENCE

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What your
target
audience
wants to see
What you
want your
target
audience to
see

16. Why Influencers?
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Fill funnel
with new
leads
Develop
content
from new
perspective
Leverage
authenticity
Share
messages
that the
brand
cannot

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“It’s OK to just sit and be with someone…
Sometimes you can sit on a balcony and stare at
the sea and just look at your husband. In the
moment I did that I remembered every single
reason I fell in love with him and a few more
that popped up. I noticed how at peace he
looked when he looked out on the open water. I
saw the general joy and glee on his face when
“The Love Boat” theme music played at noon or
when we departed a port. I noticed that he
looked at me with this look of complete love. All
of those things were said in silence. The
absolute best kind of silence.”

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19. • Select influencers who have (or would have) authentic
passion for your product/brand
• Let influencers collaborate – result can be more than
the sum of its parts
• When in doubt, put it in the contract!
• DISCLOSE
Tips for Influencer Collaborations
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20. • Brand lift studies
• Clicks to website
• Social engagements
• Video views
• Social reach & blog UVM
Measuring Influencer Campaigns
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21. Social Customer Care in a Harsh World
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EMPOWERED
CONSUMERS

22. • Follow the “rule of 3”
• Be prompt, personal and respectful
• Be consistent across customer care channels
(phone, in-person, email, social)
• Accept that you can’t make everyone happy
Managing Challenging Conversations
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