Social Media Analytics - #SearchFest 2013

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This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure the short term financial benefits.

Negócios

Social Media
Analytics
Giving Social the Credit it Deserves

MIKE PANTOLIANO

What’s the ROI in
Social Media?

Everyone – All the time

Mike Pantoliano @MikeCP

Financial
Perspective

How does SM
affect sales?

Mike Pantoliano @MikeCP

Digital
Perspective
How does SM increase
the value of/collaborate
with our owned media?

Mike Pantoliano @MikeCP

Risk
Management
Perspective
How well does SM allow
us to act on PR issues?

Mike Pantoliano @MikeCP

Let’s Do Some (traditional) Analysis

Mike Pantoliano @MikeCP

$

$ Conversion

$

Mike Pantoliano @MikeCP

$

What About These?!
$

$

Mike Pantoliano @MikeCP

Let’s Talk About
My Addiction to
Scavenger Hunts

Social Analytics is Hard
(but now that we’ve hit rock
bottom, let’s work our way up)

There is no silver bullet

Once again, everyone, ever

Mike Pantoliano @MikeCP

Metrics Schmetrics

Source: Altimeter Group

Mike Pantoliano @MikeCP

Followers/Fans

@Mentions

Likes/Shares/RTs

Clicks (bit.ly, ow.ly)

Mike Pantoliano @MikeCP

Man, those
Distilled folks
really know their
stuff!

Adjusted Bounce Rate
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Mike Pantoliano @MikeCP

Assisted Conversions

Mike Pantoliano @MikeCP

Here’s a custom report!

http://bit.ly/VCJpnd
Mike Pantoliano @MikeCP

Here’s a custom report!

http://bit.ly/VCJpnd

http://bit.ly/VCJpnd
Mike Pantoliano @MikeCP

Assisted Conversions by Network

Um... Wow.

Remember These?

$

$

$
Mike Pantoliano @MikeCP

Measure On-Site
Engagement with Bounce
Rate & Goals

Thanks.
Any questions?

MIKE PANTOLIANO

mike.pantoliano@distilled.net

@MikeCP

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Social Media Analytics - #SearchFest 2013

1. Social Media Analytics Giving Social the Credit it Deserves MIKE PANTOLIANO

2. My Goals

4. What’s the ROI in Social Media? Everyone – All the time Mike Pantoliano @MikeCP

5. Source: Forrester Research, Inc.

6. Financial Perspective How does SM affect sales? Mike Pantoliano @MikeCP

7. Digital Perspective How does SM increase the value of/collaborate with our owned media? Mike Pantoliano @MikeCP

8. Risk Management Perspective How well does SM allow us to act on PR issues? Mike Pantoliano @MikeCP

9. Brand Perspective How well does SM keep us at our user’s top-of-mind Mike Pantoliano @MikeCP

10. Source: Forrester Research, Inc.

11. Let’s Do Some (traditional) Analysis Mike Pantoliano @MikeCP

12. $ $ $ Mike Pantoliano @MikeCP

13. $ $ Conversion $ Mike Pantoliano @MikeCP

14. $ What About These?! $ $ Mike Pantoliano @MikeCP

15. This Sucks for Social

16. Social Everything Else

17.

18. Let’s Talk About My Addiction to Scavenger Hunts

19.

20.

21.

22. Where’s the Money, Lebowski?

23. YIKES.

24. Social Analytics is Hard

25. Social Analytics is Hard (but now that we’ve hit rock bottom, let’s work our way up)

26. There is no silver bullet Once again, everyone, ever Mike Pantoliano @MikeCP

27. Metrics Schmetrics Source: Altimeter Group Mike Pantoliano @MikeCP

28. Measuring Off-Site Engagement

29.

30. Don’t confuse the tool with the metric!

31. Followers/Fans @Mentions Likes/Shares/RTs Clicks (bit.ly, ow.ly) Mike Pantoliano @MikeCP

32. Measuring On-Site Engagement

33.

34.

35.

36.

37. Man, those Distilled folks really know their stuff!

38. Bounce!

39. Adjusted Bounce Rate <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000); http://bit.ly/XlzMnU Mike Pantoliano @MikeCP

40. Invest in Micro-Conversion Goal Setup

41. Mike Pantoliano @MikeCP

42. Mike Pantoliano @MikeCP

43. Mike Pantoliano @MikeCP

44. Mike Pantoliano @MikeCP

45. Mike Pantoliano @MikeCP

46. Google Analytics Social Reports

47.

48. Assisted Conversions Mike Pantoliano @MikeCP

49.

50. Meh.

51. Here’s a custom report! http://bit.ly/VCJpnd Mike Pantoliano @MikeCP

52. Here’s a custom report! http://bit.ly/VCJpnd http://bit.ly/VCJpnd Mike Pantoliano @MikeCP

53. Assisted Conversions by Network

54. Assisted Conversions by Network Um... Wow.

55. Old and Busted The New Hotness

56. Multi-Channel Funnels

57. Assisted Conversions vs. Other Channels

58. Multi-Channel Funnels

59. Remember These? $ $ $ Mike Pantoliano @MikeCP

60. Attribution Modeling Tool

61. Attribution Modeling Tool

62. In Conclusion

63. What’s the ROI in Social Media? Everyone – All the time Mike Pantoliano @MikeCP

64. Source: Forrester Research, Inc.

65. Measure On-Site Engagement with Bounce Rate & Goals

66. Consider the Whole Customer Journey

67. Thanks. Any questions? MIKE PANTOLIANO mike.pantoliano@distilled.net @MikeCP

Notas do Editor

This perspective is not about creating positive ROI but reducing unforeseen negative ROI in the future
awareness, purchase intent, preference, brand association, or other measures of long-term brand health

Social Media Analytics - #SearchFest 2013

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Notas do Editor