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Social Media Analytics


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Social media analytics 101 presentation given by Lisa Qualls to the Enterprise Center of Johnson County in March, 2012. Free analytic tools such as Quantcast, Alexa, Google Analytics and are reviewed.

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Social Media Analytics

  1. 1. “Social Media Analytics” Lisa Qualls, VP of InteractiveStrategy at Summit Marketing andSMCKC Chairwoman of the Board
  2. 2. Agenda• Conversation prism• Key performance indicators• Free tools• Preparing strategy• Identifying business goals• Aligning social media with those goals• Establishing benchmarks by doing a brand audit• Setting realistic targets• Measuring KPIs• Correlating business metrics and social metrics
  3. 3. Social media landscape
  4. 4. Key Performance Indicators• Revenue• Costs• Market share• Mentions, reach, and views• Activity comparison• Clicks/conversions• Entries, coupons, contact information
  5. 5. Viral probability analysis Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.
  6. 6. Free Tools – Google Analytics 6
  7. 7. Free Tools – GoogleAnalytics
  8. 8. Free Tools – GoogleAnalytics
  9. 9. Free Tools – GoogleAnalytics
  10. 10. Free Tools – Google Alerts
  11. 11. Free Tools – MarketingGrader
  12. 12. Free Tools – MarketingGrader
  13. 13. Free Tools – MarketingGrader
  14. 14. Free Tools – MarketingGrader
  15. 15. Free Tools – 15
  16. 16. Preparing campaignstrategyWhat are the business goals?Identify constraints and opportunitiesDefine timeframe and budgetEstablish success metrics
  17. 17. T H A N K YO U !A b o u t L IS A Q U A L L SC o m p a n y : Summit MarketingL o c a t i o n : Lenexa, KSP h o n e : 913.562.3400E m a i l : lisa.qualls@summitmarketing.comT w i t t e r : @lqualls4444, @summitsocialS i t e : http://summitmarketing.comQ u i c k B i o : Ambitious high-energy woman who loves family, fun and fighting for the win. VP of Interactive Strategy at Summit Marketing. SMCKC Chairwoman of the Board.