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Creating a Social Media Analytics Action PlanWith guest commentary by Clint Eastwood
Taylor PrattRaven Internet Marketing Tools
Social media is like teen sex.Everybody wants to do it.Nobody knows how.When it’s finally done there issurprise it’s not better.- Avinash Kaushik
You’re doing it wrong. Punk.
What are we doing wrong, Clint?
If you want a guarantee, buy a toaster.
Translation:You’re not properly analyzing!
What ROI are you seeing?
Setting Up Your Analytics Action PlanPart 1: Defining KPIs
A good man always knows his
limitations
Defining KPIs
When defining KPIs, follow these guidelines:
Choose metrics that actually translate into business context – quantitative & qualitative
Define more than just “attention” metrics Define KPIs that are actionable Don’t just create “blanket” KPIs Remember: it’s okay to be unique
Examples of Actionable KPIs
Number of people in a specific location who follow us on Twitter
Reduction in support costs Number of product improvement
suggestions from Facebook fans Increase in product reviews & ratings Reduction in sales cycles
Other KPIs to Consider
Volume of consumer-created buzz
Seasonality of buzz
Rate of virality Embeds/installs Increases in
searches Ranking
improvements Demographics
Interaction/engagement rate
Number of interactions
Store locator views Registrations by
channel User-initiated
views Attributes of tags
DragonSearch Social Networking Media ROI Calculator
http://kl.am/socialROI
Setting Up Your Analytics Action PlanPart 2: Configuring Your Analytics
I have a very strict gun policy: if there’s a gun around, I want to be in control
of it
Configuring Your Analytics
Add campaign tracking to URLs Bit.ly and kl.am are ideal for shortening If you take the time to do this for all of your
social URLs you will learn a lot!
Create a filter/segment for social traffic Setup goals for social media traffic Create custom landing pages Consider serving cookies Create virtual pages or 301 redirects
Lollapalooza GA Case Study
Questions they wanted answers to: Who’s using these sharing and social
media outlets? Are they benefiting? Which ones are being used the most and
what are their applications? Does social media make a visitor more
likely to buy a ticket? Are we driving more traffic to our site as
a result? Are we driving more sales and revenue?
Lollapalooza Implementation
Event tracking Share buttons Facebook Connect Register/Log in
Campaign Tracking On “share” links to determine
effectiveness of each medium
Remember to dive into secondary dimensions
GA Facebook ConfigurationGuide by Social Media Examiner
http://kl.am/fbga
Track:• Visitor statistics• Traffic sources• Visitor demographics• Keyword searches
GA Facebook Configuration
Step 1: Create a GA account If you already have a GA account, create
a new website profile to separately track visits to your fan page
GA Facebook Configuration
Step 2: Use FBGAT to generate custom image code to track visits on fan pages http://kl.am/FBGAT
GA Facebook Configuration
Step 3: Add the code anywhere on your static FBML app
Step 4: Chair dance. You’re done.
Setting Up Your Analytics Action PlanPart 3: Configuring Other Tools
The less secure a man is, the
more likely he is to have extreme
prejudice.
URLs have been shortened using: kl.am/social1-17
Social Monitoring Tools
Scout Labs http://kl.am/social1
Radian 6 http://kl.am/social2
Alterian SM2 (formerly Techrigy) http://kl.am/social3
Social Mention http://kl.am/social4
Social Monitoring Tools cont.
Collective Intellect http://kl.am/social5
BrandsEye http://kl.am/social6
Trackur http://kl.am/social7
Trendrr http://kl.am/social8
Social Monitoring Tools cont.
Spark http://kl.am/social9
MAP by Sysomos http://kl.am/social10
Attentio http://kl.am/social11
DNA 13 http://kl.am/social12
Social Monitoring Tools cont. uberVU
http://kl.am/social13 Viralheat
http://kl.am/social14 RockDex
http://kl.am/social15 BlogPulse
http://kl.am/social16 PostRank
http://kl.am/social17
Configuration Tips
Setup separate searches for: Brand mentions Product mentions Events Promotions Competitors Product launches
Setting Up Your Analytics Action PlanPart 5: Reporting
Respect your efforts, respect yourself. Self-
respect leads to self-discipline.
When you have both firmly under your belt, that’s
real power.
Insights
General Insights KPI metrics, trends & analysis Special event analysis (e.g. product
launch) Month over month growth Correlations (store traffic, mentions,
etc.)
What Customers/Management Want to See
How you can prove correlations Which efforts have the greatest
impact Customer/visitor actions taken Persona growth metrics Customer quotes Competitor insights
Taking it One Step Further How are we changing our social strategy
based on these metrics? Should we be adjusting our strategy to
conform to the platform’s gender balance? What new strategies can we implement
based on the data we have? Are we engaging at the right level? What is the appropriate effort level to
maximize results?
Sometimes if you want to see a change for the
better, you have to take things into your own
hands.
Thank You!
Download the presentation at: http://kl.am/clint
Taylor Pratt@RavenPratthttp://raventools.comhttp://facebook.com/raventools