Social Media Analytics - #SearchFest 2013
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This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure the short term financial benefits.
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Social Media Analytics - #SearchFest 2013
- 1. Social Media Analytics Giving Social the Credit it Deserves MIKE PANTOLIANO
- 2. My Goals
- 4. What’s the ROI in Social Media? Everyone – All the time Mike Pantoliano @MikeCP
- 5. Source: Forrester Research, Inc.
- 6. Financial Perspective How does SM affect sales? Mike Pantoliano @MikeCP
- 7. Digital Perspective How does SM increase the value of/collaborate with our owned media? Mike Pantoliano @MikeCP
- 8. Risk Management Perspective How well does SM allow us to act on PR issues? Mike Pantoliano @MikeCP
- 9. Brand Perspective How well does SM keep us at our user’s top-of-mind Mike Pantoliano @MikeCP
- 10. Source: Forrester Research, Inc.
- 11. Let’s Do Some (traditional) Analysis Mike Pantoliano @MikeCP
- 12. $ $ $ Mike Pantoliano @MikeCP
- 13. $ $ Conversion $ Mike Pantoliano @MikeCP
- 14. $ What About These?! $ $ Mike Pantoliano @MikeCP
- 15. This Sucks for Social
- 16. Social Everything Else
- 18. Let’s Talk About My Addiction to Scavenger Hunts
- 22. Where’s the Money, Lebowski?
- 23. YIKES.
- 24. Social Analytics is Hard
- 25. Social Analytics is Hard (but now that we’ve hit rock bottom, let’s work our way up)
- 26. There is no silver bullet Once again, everyone, ever Mike Pantoliano @MikeCP
- 27. Metrics Schmetrics Source: Altimeter Group Mike Pantoliano @MikeCP
- 28. Measuring Off-Site Engagement
- 30. Don’t confuse the tool with the metric!
- 31. Followers/Fans @Mentions Likes/Shares/RTs Clicks (bit.ly, ow.ly) Mike Pantoliano @MikeCP
- 32. Measuring On-Site Engagement
- 37. Man, those Distilled folks really know their stuff!
- 38. Bounce!
- 39. Adjusted Bounce Rate <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000); http://bit.ly/XlzMnU Mike Pantoliano @MikeCP
- 40. Invest in Micro-Conversion Goal Setup
- 41. Mike Pantoliano @MikeCP
- 42. Mike Pantoliano @MikeCP
- 43. Mike Pantoliano @MikeCP
- 44. Mike Pantoliano @MikeCP
- 45. Mike Pantoliano @MikeCP
- 46. Google Analytics Social Reports
- 48. Assisted Conversions Mike Pantoliano @MikeCP
- 50. Meh.
- 51. Here’s a custom report! http://bit.ly/VCJpnd Mike Pantoliano @MikeCP
- 52. Here’s a custom report! http://bit.ly/VCJpnd http://bit.ly/VCJpnd Mike Pantoliano @MikeCP
- 53. Assisted Conversions by Network
- 54. Assisted Conversions by Network Um... Wow.
- 55. Old and Busted The New Hotness
- 57. Assisted Conversions vs. Other Channels
- 59. Remember These? $ $ $ Mike Pantoliano @MikeCP
- 62. In Conclusion
- 63. What’s the ROI in Social Media? Everyone – All the time Mike Pantoliano @MikeCP
- 64. Source: Forrester Research, Inc.
- 65. Measure On-Site Engagement with Bounce Rate & Goals
- 66. Consider the Whole Customer Journey
- 67. Thanks. Any questions? MIKE PANTOLIANO mike.pantoliano@distilled.net @MikeCP
Editor's Notes
- This perspective is not about creating positive ROI but reducing unforeseen negative ROI in the future
- awareness, purchase intent, preference, brand association, or other measures of long-term brand health