Using Social Media Analytics - Social Media Week Dubai March 2017
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Business use social media channels to connect with customers, to answer questions, and to just "be there" for their community. How do they know if social media channel is successful, and they are meeting their goals? Most social media channels have analytics or insights that help figure this out. Let's explore analytics for different social media channels and explains what businesses should track and why. Also, what it takes to create a strong and sustainable social media presence, including successes and bummers.
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Using Social Media Analytics - Social Media Week Dubai March 2017
- 1. Using Social Media Analytics
- 2. Umar Khan Digital Marketing Manager at fam Properties
- 3. Umar Khan Moderator & Community Catalyst at Inbound.Org (World’s Largest Inbound Marketing Community of over 170,000 marketers)
- 6. Topics We’ll Cover • What is Social Media? • 6 Questions for Effective Social Media Strategy • Importance of Social Media Analytics
- 7. What is Social Media?
- 8. “Websites and applications that enable users to create and share content or to participate in social networking.”
- 9. Major Social Media Channels
- 10. Why is Social Media Important for Business???
- 11. Social Media is about tearing down the artificial walls between customers and the individuals who work at companies
- 12. Why do you use Social Media? Customer Service Traffic Lead Generation Branding Retention Thought Leadership @MUmar_Khan
- 15. Let’s Start
- 16. First decide what you want to achieve...
- 17. Set Goals and Objectives
- 18. Listen to what is already happening
- 19. Do Competitor and Consumer research
- 20. Decide which social media is for you
- 21. Personalize Your Social Media Brand
- 23. •Buffer
- 30. • Buffer • HootSuite • Mention • Twitonomy • Sprout Social • Lithium • Buzz Sumo
- 31. Social Etiquette
- 32. BE HELPFUL
- 34. AVOID blatant self promotion – no one likes arrogance!
- 35. Share interesting info that will Enlighten/engage your audience
- 36. Promote others to build connections
- 37. Promote others to build connections
- 40. 6 Questions for effective social media strategy
- 41. Undoubtedly, most companies should have a social media presence today.
- 42. So, let’s assume you’re ofpart of the 95% companies out there.
- 43. Because
- 44. You want to do it.
- 45. You You want to do it. need to do it.
- 46. You You You want need don’t to do it. to do it. know where to start.
- 47. I’m going to share with you six questions that will help drive your social media strategy.
- 49. but if you can answer them, your social media plan will become self-evident.
- 50. okay, here we go.
- 52. This is the most difficult task in business.
- 53. It forces you to figure out why you’re distinctive
- 54. It forces you to figure out why why you’re distinctive customers love you
- 55. It forces you to figure out why why and you’re distinctive customers love into you thehow you fit marketplace.
- 56. So why do your customers keep coming back?
- 59. or they have no other choice?
- 60. If you know ready your “Only we”, you’re to move on to Question #2.
- 61. Can our culture nurture & sustain a social media transformation?
- 62. Budget, content & vision will not determine your success
- 63. Budget, content & vision will not determine your success if you don’t have a company culture to sustain & nurture this change.
- 64. Is your company prepared to publish?
- 65. Take the heat of negative comments?
- 66. Entertain?
- 67. Inform?
- 68. Are we a conversational brand? …or could we be?
- 69. Here is the business case for Facebook. Just one sentence.
- 70. Here is the business case for Facebook. Just one sentence. “Come waste time with me.”
- 72. and this. The Official Grumpy Cet L !d o< IGn..impyCathas nearly reached the piMacle of her life, her terrible twos' And to no surprise, she thinks it's going to be the grumpiest ye& yet. To celebrate her 2nd birthday, Friskies Party Mix is issuing the #1 MMGrumpyFrowns Challenge to encourage everyone to lake a picture 'With their cat and try to model the famous ~Grumpy• frown. By participating, each person will have the chance to win the Grand Prize of attending Grumpy Cat's Birthday Party hosted by Friskies Party Mix in New York City on April 29. See how the party planning is going so far httpllbil.ly/Gcatbd u te Ct1mmem Snare ~ 23,959 people like nus [;I 2.873 shares Nathadon SrMcha Top comments· {} Wn1e a comn n1 and this.
- 73. So why would they pay attention to you?
- 74. So why would they pay attention to you? If you’re not already a conversational brand, does it make sense to become one?
- 75. It worked for this guy. ' ~Blen<ltcc 00[10 1 BI end tee_ It worked for this guy
- 76. It worked for this guy. ' ~Blen<ltcc 00[10 1 BI end tee_ It worked for this guy 300 million YouTube views, 900,000 subscribers and counting…
- 77. Can it work for your company?
- 78. Can it work for your company? You’ll have to weigh the risk and the investment before you jump in Blend-Tec style.
- 79. Where are our customers and competitors?
- 80. This seems like such a basic question but it is often overlooked.
- 81. This seems like such a basic question but it is often overlooked. Doing just a little market research can be very revealing.
- 83. then ask yourself this question.
- 84. How can you stand out?
- 85. What is our source of rich content?
- 86. You have to do more than tweet now and then and update your company’s LinkedIn page.
- 87. You need a source of rich content to fuel your social media presence.
- 88. You need a source of rich content to fuel your social media presence. Something that provides real value to your customers.
- 91. Whatever you choose, make it
- 92. Whatever you choose, make it in-depth
- 93. Whatever you choose, make it in-depth searchable
- 94. Whatever you choose, make it in-depth searchable quotable
- 95. Whatever you choose, make it in-depth searchable quotable and evergreen.
- 96. What does success look like?
- 97. Many companies fail to see mediaresults from their social activity.
- 99. But here’s the thing.
- 100. Engagement is not a strategy.
- 101. No matter how much the “gurus” about squawk it.
- 102. Instead, set expectations and metrics ahead of time.
- 103. Instead, set expectations and metrics ahead of time. Then ask yourself this…
- 107. Okay, now take a deep breath.
- 108. Let’s Recap
- 109. Questions for effective social media strategy
- 110. 6 Questions Can you answer the question “Only we…”?
- 111. 6 Questions Can our culture nurture & sustain a social media transformation?
- 112. 6 Questions Are we are a conversational brand? Or could we be?
- 113. 6 Questions Where are our customers and competitors?
- 114. 6 Questions What is our sources of rich content?
- 115. 6 Questions What does success look like?
- 116. That’s a lot to think about……
- 118. How many posts/tweets you have to publish in a day?
- 119. Effective social media strategy is not about posting 20 updates daily on your page!
- 120. It’s all about posting right thing in a right way on a right time!
- 121. What you have to analyze?
- 122. Steps for Measurement on Any Social Channel
- 127. Number of monthly active Facebook users worldwide as of 4th quarter 2016 statista.com Facebook Audience 1.86 billion monthly active users
- 129. Social Litmus Test: Does YourGoal Work Here? @MUmar_Khan
- 130. Facebook Metrics Page Likes Post Reach Engagement: Reactions, Shares, comments Impression & Clicks Hide/Report Spam, Unlikes Post Types Video Views 30 second ++ views FB Referral Traffic & Bounce Rate @MUmar_Khan
- 131. FB Measurement Tools •Facebook Insights •Sumall •Agora Pulse @MUmar_Khan
- 135. Number of monthly active Twitter users worldwide from 1st quarter 2010 to 4th quarter 2016 statista.com Twitter Audience
- 137. Social Litmus Test: Does YourGoal Work Here? @MUmar_Khan
- 138. Twitter Metrics Followers Tweet Reach Engagement: Mentions, Retweets, Likes Tweet Clicks Engagement Rate Top Tweet, Top Mention, Top Follower, Top Media Tweet Video Views Completion rate Twitter referral traffic & bounce rate @MUmar_Khan
- 141. TwitterMeasurement Tools • Twitter Analytics • Followerwonk • Buffer • TweetReach @MUmar_Khan
- 142. Numbers of LinkedIn members from 1st quarter 2009 to 3rd quarter 2016 statista.com LinkedIn Audience 467 million members
- 144. Social Litmus Test: Does YourGoal Work Here? @MUmar_Khan
- 145. LinkedIn Metrics Followers Impressions Interactions: Like, Shares, Comments, Followers Acquired Update Clicks LinkedIn Referral Traffic Post Types Page Views, Unique Visitors Engagement Rate Follower Demographics @MUmar_Khan
- 146. LinkedIn Analytics
- 147. LinkedInMeasurement Tools • LinkedIn Analytics • Sprout Social • Simply Measured • Qunitly @MUmar_Khan
- 148. YouTube Audience • Total number of people who use YouTube – 1.3 Billion • Number of videos viewed on YouTube everyday – 4.9 Billion • Number of unique visits to YouTube every month - 900 Million
- 149. YouTube Analytics
- 150. Check Analytics for each video
- 151. At the end……….
- 153. Reports to look out
- 154. Traffic by Social Channel Where to find this report: Acquisition > Social > Network Referrals
- 155. Social Media Traffic Where to find this report: Acquisition > All Traffic > Channels
- 156. Landing Pages Where to find this report: Acquisition > Social > Landing Pages
- 157. Conversions Where to find this report: Acquisition > Social > Conversions
- 158. Thank You!!