The document discusses the importance of social media analytics in tying expenditures to business outcomes and integrating social media marketing into larger organizations. It outlines basic, insight, and business metrics useful for analyzing social media performance, such as engagement, sentiment, and campaign effectiveness. Key takeaways emphasize the need for visibility, customized metrics, and ongoing performance tracking to demonstrate ROI and relevance to business goals.

1. What are Analytics? #sxsw #whatareanalytics Blake Robinson, Attention Margaret Francis, Scout Labs

2. Why bother with social media analytics? Analytics are essential for understanding what’s going on in the world of social media Analytics are critical for tying social media expenditures to business outcomes Analytics are the key to mainstreaming social media marketing into the larger organization

3. What should you expect to get out of this session? Examples of real social media analysis Insight into the tools and techniques the “experts” use- free and paid Ideas for how to measure and analyze your own social media programs

4. 1. Basic Metrics (What the f-k is going on?) Number of mentions, by type, source, or channel Key themes / emerging memes from conversations Most viral content, as measured in links, retweets, traffic, views Top sources, as measured by volume, influence, engagement or relevance

5. Visibility is key

6. Engagement (What the f-k is going on?) Engagement Metrics by Site from PostRank

7. Breakdown of Social Media Mentions by Media Type Breakdown of Social Media Mentions by Mention Type (Scout Labs)

8. Breakdown of Social Media Mentions by Mention Type Breakdown of Social Media Mentions by Mention Type (Radian6)

9. Twitter Followers Conan vs. Leno on Twitter (TwitterCounter.com)

10. Theme Identification Tiger Woods Themes, 1M Ending 11/30/09 1M Ending 2/15/10 (Scout Labs)

11. 2. Insight Metrics (How does this drive my business?) Share of voice, compared to competitors Top sources, as measured by volume, influence, engagement or relevance Sentiment Brand perception Product feedback Campaign reception

12. Buzz Volume Comparative Volume of Social Media Mentions (Scout Labs)

13. Geos/ Demos Age Demographics for Social Media Mentions (Sysomos)

14. Sentiment Sentiment on Tiger Woods for all Social Media Mentions 3M Ending 1/21/10 (Scout Labs) Sentiment on Tiger Woods for Blogs 3M Ending 3/12/10 (Sysomos)

15. Product Feedback Netflix Product Feedback (Scout Labs)

16. 3. Business Metrics (How do I actually correlate this with money?) Most viral content, as measured in links, retweets, traffic, views Campaign performance: views, traffic, reach On site conversions, ecommerce and other Correlation with sales Product extension ideas

17. Clicks Clicks for the What Are Analytics? Panel Via bit.ly

18. Trackbacks Trackbacks for sxsw.com: 1134 According to BlogPulse

19. Blog Trackbacks Trackbacks for sxsw.com: 1314 According to Google

20. Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com Last 1Y (Quantcast)

21. Traffic Traffic to nike.com vs. puma.com, reebok.com & adidas.com Last 1Y (Compete)

22. Key Takeaways Visibility is key to organizational adoption Make sure your measurement program includes exposure of key stakeholders to actual social media content Customize your metrics to your goals, data and capabilities They have to be relevant to get integrated Always be thinking in terms of performance tracking ROI, traffic, conversions- whatever is relevant to your business

23. Thanks for coming! Blake Robinson, Attention @blake [email_address] Margaret Francis, Scout Labs @margaretfrancis [email_address]