Social media analytics in black and white

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A presentation given to the PRCA in April 2012.

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  • 1. SOCIAL MEDIAANALYTICS IN AND WHITEand some golden steps @ whatmough
  • 2. Hi.
  • 3. Analytics is dull
  • 4. But vital
  • 5. Three things you aregoing to learn today
  • 6. 1. Why digital is great foranalytics and measurement
  • 7. 2. Why businessand analytics must go hand in hand
  • 8. 3. How to put together ameaningful analytics strategy
  • 9. What is social media analytics?
  • 10. 1. Pre-campaign 2. Monitoring3. Measurement
  • 11. 1. Pre-campaign
  • 12. 2. Monitoring
  • 13. 3. Measurement Campaign analysis Business proof
  • 14. Lets go back in time
  • 15. How do we measure PR? (AVE)
  • 16. How does social media analytics differ?
  • 17. How do we measure business success?
  • 18. STEP 1: What does success look like?
  • 19. STEP 2: Establish KPIs
  • 20. OutputOutcome Impact
  • 21. The so what test
  • 22. 8 mistakes everyonemakes about analysis
  • 23. 1.You cant analyse everything
  • 24. 2.Counting isnt measuring
  • 25. 3.Dont (just) analyse tojustify your existence
  • 26. 4.Awareness, visibility, ac tion
  • 27. 5.Last touch
  • 28. 6.Size doesnt (always) matter
  • 29. 7.Only analyse at the end
  • 30. 8.Avoid negatives
  • 31. STEP 3: Select your tools
  • 32. Dont select toolsfor the sake of it
  • 33. Start with free tools
  • 34. Dont get deceived by bells and whistles
  • 35. DATA
  • 36. What data do you need?
  • 37. How are you going to get it?
  • 38. Qualitative andQuantitative
  • 39. 1. Content analysis where and what2. What this achieved traffic/awareness 3. Cash analysis conversions
  • 40. Unique URLs Influence CTR Traffic Conversions Sentiment Customer Mentions satisfaction Search Tone rankings Engagement
  • 41. (offline social media analysis)
  • 42. Think about the funnel
  • 43. STEP 4: Turn analysis into action
  • 44. STEP 5:Rinse, wash, repeat
  • 45. Whats the process
  • 46. OutputOutcome Impact
  • 47. The golden circle of social media analytics Output Impact Outcome
  • 48. 7 questions to ask yourself
  • 49. 1. What are your(business) objectives?
  • 50. 2.What are your KPIs?
  • 51. 3. Who can webenchmark against?
  • 52. 4.What tools are going to get the job done?
  • 53.