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ADVANCED SOCIAL ANALYTICSDANA DITOMASO

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What’s the point of analytics?

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Are you spending time & money on the right

things?

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What are the right things?

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Go back to your goals.

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Do you have goals or aspirations?

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Are they realistic?Can they be measured?

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Increase total sales to $17 million by Q4

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Communicate the social and economic value of

(organization).

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Every goal can be broken down four ways.

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KPIWhat will we measure?

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TacticsHow will we get there?

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MetricsWhat data do we need?

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ReportHow can we show results?

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(real client example)

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Strong vs Fluffy Metrics

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Share of Voice

Amount of overall conversation that’s about you vs your competitors.

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Influence

Who is talking about your brand and what is their

impact?

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Engagement

Overall engagement on your posts.

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Why Engagement (Can Be) a Trap

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Not all engagement is created equal.

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Can lead to chasing engagement for the sake

of engagement.

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Who is this for?

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But our engagement went down!

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This is the danger of boosted posts.

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Why do you want to attract the people who click like on anything?

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Instead, break down thatengagement.

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Amplification Rate

Number of shares per post.

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Conversation Rate

Number of comments per post.

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Applause Rate

Number of likes per post.

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What is most important for you right now?

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Reporting Tools

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https://www.rivaliq.com/

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https://buzzsumo.com/

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https://sproutsocial.com/

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https://buffer.com/

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Your job is insight, not data.

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What can you automate?

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Do you need a dashboard?

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https://www.annielytics.com/annielytics-dashboard-course/

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Don’t forgetGoogle Analytics.

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Google Analytics is a big liar.

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“Reporting on last-click attribution in 2014 is like

buying a football team and only paying the players who

score.”

-@anniecushing

Conversions > Attribution > Model Comparison Tool

Conversions > Multi-Channel Funnels > Assisted Conversions

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Give credit where credit is due.

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But then there’s Dark Social.

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You can’t actually track everything.

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Text MessagesgchatSlack

Private BrowsingGmailApps

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http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/

263523/

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Get this report: http://kickpoint.ca/dark-social-ga/

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Summing Up

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Report on what’s important.

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Report on what’s uncomfortable.

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Try to get the real story.

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DANA DITOMASO

THANK YOU!