Social media analytics in black and white

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    03-Feb-2015

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A presentation given to the PRCA in April 2012.

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<ul><li> 1. SOCIAL MEDIAANALYTICS IN AND WHITEand some golden steps @ whatmough </li> <li> 2. Hi. </li> <li> 3. Analytics is dull </li> <li> 4. But vital </li> <li> 5. Three things you aregoing to learn today </li> <li> 6. 1. Why digital is great foranalytics and measurement </li> <li> 7. 2. Why businessand analytics must go hand in hand </li> <li> 8. 3. How to put together ameaningful analytics strategy </li> <li> 9. What is social media analytics? </li> <li> 10. 1. Pre-campaign 2. Monitoring3. Measurement </li> <li> 11. 1. Pre-campaign </li> <li> 12. 2. Monitoring </li> <li> 13. 3. Measurement Campaign analysis Business proof </li> <li> 14. Lets go back in time </li> <li> 15. How do we measure PR? (AVE) </li> <li> 16. How does social media analytics differ? </li> <li> 17. How do we measure business success? </li> <li> 18. STEP 1: What does success look like? </li> <li> 19. STEP 2: Establish KPIs </li> <li> 20. OutputOutcome Impact </li> <li> 21. The so what test </li> <li> 22. 8 mistakes everyonemakes about analysis </li> <li> 23. 1.You cant analyse everything </li> <li> 24. 2.Counting isnt measuring </li> <li> 25. 3.Dont (just) analyse tojustify your existence </li> <li> 26. 4.Awareness, visibility, ac tion </li> <li> 27. 5.Last touch </li> <li> 28. 6.Size doesnt (always) matter </li> <li> 29. 7.Only analyse at the end </li> <li> 30. 8.Avoid negatives </li> <li> 31. STEP 3: Select your tools </li> <li> 32. Dont select toolsfor the sake of it </li> <li> 33. Start with free tools </li> <li> 34. Dont get deceived by bells and whistles </li> <li> 35. DATA </li> <li> 36. What data do you need? </li> <li> 37. How are you going to get it? </li> <li> 38. Qualitative andQuantitative </li> <li> 39. 1. Content analysis where and what2. What this achieved traffic/awareness 3. Cash analysis conversions </li> <li> 40. Unique URLs Influence CTR Traffic Conversions Sentiment Customer Mentions satisfaction Search Tone rankings Engagement </li> <li> 41. (offline social media analysis) </li> <li> 42. Think about the funnel </li> <li> 43. STEP 4: Turn analysis into action </li> <li> 44. STEP 5:Rinse, wash, repeat </li> <li> 45. Whats the process </li> <li> 46. OutputOutcome Impact </li> <li> 47. The golden circle of social media analytics Output Impact Outcome </li> <li> 48. 7 questions to ask yourself </li> <li> 49. 1. What are your(business) objectives? </li> <li> 50. 2.What are your KPIs? </li> <li> 51. 3. Who can webenchmark against? </li> <li> 52. 4.What tools are going to get the job done? </li> <li> 53. 5.How will you put yourfindings to good use? </li> <li> 54. 6.Are we winning? </li> <li> 55. 7.Do we need to change the programme? </li> <li> 56. Analytics is NOT (always) dull </li> <li> 57. But IS vital </li> <li> 58. Thank youdanny </li> </ul>