Twitter analytics

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Social media marketing and conversion

Name of the Presenter: Pramod Khanchandani

Date: December 12, 2012

Twitter Marketing

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AgendaIntroduction to Social Marketing

Marketing on Twitter

How Kellogg’s launched it’s new product

Twitter analytic - KPI , metrics and tools

Twitter marketing and analytics model

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Traditional marketingMass media promotion

Direct mailers and promotions

PR

Tele marketing

Measurement: Revenue

ROI

Sale uplift

Coupon redemption,

Brand recall

Loyalty

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Website MarketingSearch engine marketing/ SEO

Email marketing

Display network and Retargeting

Behavior analysis and optimizing your website

Measurement: Awareness

Engagement

Ecommerce and revenue

Loyalty

Attribution modeling

ROI calculation

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Social media marketing

Social media marketing is all about having

conversation..Period.

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Conversation around ideas

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Celebrity or political events

Amitabh BachchanPresidential debate

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…products .. brands

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Good conversation

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Good conversation

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…Not so good conversation

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Conversation leads toDialogue

Word of mouth

Listen

Increase advocacy

Product development/improvement ideas

Generate revenue? …well yes….

Analysis:

How do you measure conversation ?

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Channels of social Marketing

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Twitter marketing 101

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Twitter MarketingMedium to communicate and converse

Brand can communicate to it’s followers directly

#tag conversations

Listen to conversations and mentions and respond

Refer to site to perform needed action

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Promoted Tweets

Twitter paid marketing

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Promoted Trend

Twitter paid marketing

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Promoted account

Twitter paid marketing

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Amplify message by promoting on related interest group

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What are all our twitter marketing efforts aimed to ?

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AIDA model

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Kellogg’s new product launch on twitter during SMWPay by Tweets #tweetshop

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Awareness

Interest and

Desire

Action

Engagement

Links

Site KPI

Sentiments

Conversation/mentions

Conversion on Site

Attention/Awarenes

s

Reach

Followers

Hash tag mentions

Retweets/ FOF/favorite/

quoted

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Reach of campaign: Followers

Awareness

Reach

Followers

Hash tag mentions

Retweets/ FOF/favori

te/quoted

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Reach of campaign: # tags mentionsHash tag mentions

Retweets and Impressions

Awareness

Reach

Followers

Hash tag mentions

Retweets/ FOF/favori

te/quoted

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Reach of campaign: Followers of followers

Awareness

Reach

Followers

Hash tag mentions

Retweets/ FOF/favori

te/quoted

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Interest and Desire

Awareness

Action

Reach

Followers

Hash tag mentions

Site KPIConversion

on Site

Interest and

Desire

Retweets/ FOF/favorite/

quoted

Engagement

Links

Sentiments

Conversation/mentions

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Interest and DesireRetweets/

FOF/favorite/

quoted

Interest and

Desire

Engagement

Links

Sentiments

Conversation/

mentions

Links: Shortening URL

Engaged: Retweets / favorites/ quoted …

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Rate of conversationRetweets/

FOF/favorite/

quoted

Interest and

Desire

Engagement

Links

Sentiments

Conversation/

mentions

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Positive/negative/mixed/neutralRetweets/

FOF/favorite/

quoted

Interest and

Desire

Engagement

Links

Sentiments

Conversation/

mentions

Sentiment analysis

Text Cloud

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AwarenessAwarenes

s

Reach

Followers

Hash tag mentions

Action Site KPIConversion

on Site

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Action on siteLink posting

Destination page

Action

Site KPI

Conversion

on Site

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Site KPI reporting: Activity with ROI

Action

Site KPIConversion on Site

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Twitter Marketing and analytics model

Awareness

Interest and

Desire

Action

Reach

Followers

Hash tag mentions

Retweets/ FOF/favorite/

quoted

Engagement

Link clicks

Site KPI

Sentiments

@replies/mentions

Conversion on Site

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Supplementary- Support handle

Twitter for customer supportUsed as interface to address grievances

Collect new product ideas, issues, bugs

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Analytics of support handleNumber of support issues logged via Twitter

Number of Unique users entertained

Rate of resolution

Average time of resolution

Rate of response

New product ideas/ product bugs/training need

Conversation with followers

Engagement with how to links

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Thanks

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Did you like this presentation? Let me know#2pramodtweet@pramod_k

Email: pramod.simsr@gmail.com

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Back up slides

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Stats of Kellogg’s twitter handle

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Reach of Kellogg’s campaign

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Samsung loves Apple

On day of iphone5 announcement