1. SOCIAL MEDIA ANALYTICS
MEASURING WHAT MATTERS
ANOL BHATTACHARYA

2. GETIT COMMS
MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
• CONSULTANCY
• CUSTOM CONTENT CREATION
• DELIVERY, DEPLOYMENT
& ENGAGEMENT SOLUTIONS

3. www.B2Bento.com

4. WHY IS SOCIAL MEDIA FOR MARKETING
DIFFICULT TO ANALYZE / MEASURE?

5. SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING
• Branding / Positioning / Awareness
• Lead Generation
• Lead Nurturing
• Customer Service
• Customer Retention
WHAT ARE YOU MEASURING?

6. BRAND PERCEPTION - KEYWORD MAPPING
Keywords the Brand wants Keywords Social Media
to be associated with associate the brand with
Brand Perception Gap

7. BRAND PERCEPTION - KEYWORD MAPPING

8. BRAND PERCEPTION - KEYWORD MAPPING

9. BASIC METRICS
1. REACH
• # Blog feed subscribers
• # Followers on Twitter
• # Fans / Likes on Facebook
• # Members of LinkedIn / Facebook Group

10. *data for illustration purpose only
BASIC METRICS
2. BUZZ
• # of Mentions (Twitter, Facebook, blog posts)
• # Conversations @ the Blog

11. *data for illustration purpose only
BASIC METRICS
3. INFLUENCE
‘Cause not all social media users are made equal

12. *data for illustration purpose only
BASIC METRICS
4. SENTIMENT

13. BASIC METRICS
5. ENGAGEMENT
• # Interactions
• # Response time
• # Issues resolved

14. TOOLS OF THE TRADE
ISSUES
• Asian Language Tracking
• Geography Segregation
• Sentiment

15. www.SingMood.com

16. Marketers
Social Media
Bandwagon

17. Blah Blah
Blah Blah I can has Fans?
Blah
Social Media Douche-bag Expert

18. Ch
a-C
hin
g!

19. Few months later....

20. 4 Followers
• Mom
• Dad
• Neighbor's dog

21. Where is love?!

22. ANALYSIS / METRICS BEFORE YOU START
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Outbound Analysis
Inbound Analysis

23. *data for illustration purpose only
ANALYSIS / METRICS BEFORE YOU START
INFLUENCER MAPPING
• Who are talking about your product(s)?
• Who are talking about your product category?
• Who are talking about your competitors?
• Where are the social media watering holes?

24. ROI - THE HOLY GRAIL: CONVERSION METRICS
SALES FOR B2C / E-COMMERCE
LEAD GENERATION FOR B2B
SOCIAL ANALYTICS - WEB ANALYTICS
http://youtu.be/R3oMvpwifUo
googleanalytics

25. SOCIAL MEDIA GENERATED TRAFFIC
ADVANCED SEGMENTS

26. CONVERSION METRICS
CAMPAIGN AND URL TAGGING
1. CREATE GOAL
Thank you page

27. CAMPAIGN AND URL TAGGING
2. CREATE SHORT URL

28. CAMPAIGN AND URL TAGGING
3. TAG URL
Google Analytics URL Builder: http://goo.gl/bCkQ3
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

29. CAMPAIGN AND URL TAGGING
Multi-Channel Funnel Reports

30. FACEBOOK ANALYTICS
• Insights
• Likes , Interaction
• Web Analytics for Landing Page
• Apps for Lead Generation

31. ANOL BHATTACHARYA