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Creating a Social Media Analytics Action Plan

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Creating a Social Media Analytics Action Plan

  1. 1. Creating a Social Media Analytics Action Plan<br />With guest commentary by Clint Eastwood<br />Taylor Pratt<br />Raven Internet Marketing Tools<br />
  2. 2. Social media is like teen sex.Everybody wants to do it.Nobody knows how.When it’s finally done there issurprise it’s not better.<br />- AvinashKaushik<br />
  3. 3. You’re doing it wrong. Punk.<br />
  4. 4. What are we doing wrong, Clint?<br />
  5. 5. If you want a guarantee, buy a toaster.<br />
  6. 6. Translation:<br />You’re not properly analyzing!<br />
  7. 7. What ROI are you seeing?<br />
  8. 8. A good man always knows his limitations<br />Setting Up Your Analytics Action Plan<br />Part 1: Defining KPIs<br />
  9. 9. Defining KPIs<br />When defining KPIs, follow these guidelines:<br />Choose metrics that actually translate into business context – quantitative & qualitative<br />Define more than just “attention” metrics<br />Define KPIs that are actionable<br />Don’t just create “blanket” KPIs<br />Remember: it’s okay to be unique<br />
  10. 10. Examples of Actionable KPIs<br />Number of people in a specific location who follow us on Twitter<br />Reduction in support costs<br />Number of product improvement suggestions from Facebook fans<br />Increase in product reviews & ratings<br />Reduction in sales cycles<br />
  11. 11. Other KPIs to Consider<br />Volume of consumer-created buzz<br />Seasonality of buzz<br />Rate of virality<br />Embeds/installs<br />Increases in searches<br />Ranking improvements<br />Demographics<br />Interaction/engagement rate<br />Number of interactions<br />Store locator views<br />Registrations by channel<br />User-initiated views<br />Attributes of tags<br />
  12. 12. DragonSearch Social Networking Media ROI Calculator<br />http://kl.am/socialROI<br />
  13. 13. I have a very strict gun policy: if there’s a gun around, I want to be in control of it<br />Setting Up Your Analytics Action Plan<br />Part 2: Configuring Your Analytics<br />
  14. 14. Configuring Your Analytics<br />Add campaign tracking to URLs<br />Bit.ly and kl.am are ideal for shortening<br />If you take the time to do this for all of your social URLs you will learn a lot!<br />Create a filter/segment for social traffic<br />Setup goals for social media traffic<br />Create custom landing pages<br />Consider serving cookies<br />Create virtual pages or 301 redirects<br />
  15. 15. Lollapalooza GA Case Study<br />Questions they wanted answers to:<br />Who’s using these sharing and social media outlets? Are they benefiting?<br />Which ones are being used the most and what are their applications?<br />Does social media make a visitor more likely to buy a ticket?<br />Are we driving more traffic to our site as a result? Are we driving more sales and revenue?<br />
  16. 16. Lollapalooza Implementation<br />Event tracking<br />Share buttons<br />Facebook Connect<br />Register/Log in<br />Campaign Tracking<br />On “share” links to determine effectiveness of each medium <br />Remember to dive into secondary dimensions<br />
  17. 17. GA Facebook ConfigurationGuide by Social Media Examiner<br />http://kl.am/fbga<br />Track:<br /><ul><li> Visitor statistics
  18. 18. Traffic sources
  19. 19. Visitor demographics
  20. 20. Keyword searches</li></li></ul><li>GA Facebook Configuration<br />Step 1: Create a GA account<br />If you already have a GA account, create a new website profile to separately track visits to your fan page<br />
  21. 21. GA Facebook Configuration<br />Step 2: Use FBGAT to generate custom image code to track visits on fan pages<br />http://kl.am/FBGAT<br />
  22. 22. GA Facebook Configuration<br />Step 3: Add the code anywhere on your static FBML app<br />Step 4: Chair dance. You’re done.<br />
  23. 23. The less secure a man is, the more likely he is to have extreme prejudice. <br />Setting Up Your Analytics Action Plan<br />Part 3: Configuring Other Tools<br />
  24. 24. URLs have been shortened using: kl.am/social1-17<br />
  25. 25. Social Monitoring Tools<br />Scout Labs<br />http://kl.am/social1<br />Radian 6<br />http://kl.am/social2<br />Alterian SM2 (formerly Techrigy)<br />http://kl.am/social3<br />Social Mention<br />http://kl.am/social4<br />
  26. 26. Social Monitoring Tools cont.<br />Collective Intellect<br />http://kl.am/social5<br />BrandsEye<br />http://kl.am/social6<br />Trackur<br />http://kl.am/social7<br />Trendrr<br />http://kl.am/social8<br />
  27. 27. Social Monitoring Tools cont.<br />Spark<br />http://kl.am/social9<br />MAP by Sysomos<br />http://kl.am/social10<br />Attentio<br />http://kl.am/social11<br />DNA 13<br />http://kl.am/social12<br />
  28. 28. Social Monitoring Tools cont.<br />uberVU<br />http://kl.am/social13<br />Viralheat<br />http://kl.am/social14<br />RockDex<br />http://kl.am/social15<br />BlogPulse<br />http://kl.am/social16<br />PostRank<br />http://kl.am/social17<br />
  29. 29. Configuration Tips<br />Setup separate searches for:<br />Brand mentions<br />Product mentions<br />Events<br />Promotions<br />Competitors<br />Product launches<br />
  30. 30. Respect your efforts, respect yourself. Self-respect leads to self-discipline. When you have both firmly under your belt, that’s real power.<br />Setting Up Your Analytics Action Plan<br />Part 5: Reporting<br />
  31. 31. Insights<br />General Insights<br />KPI metrics, trends & analysis<br />Special event analysis (e.g. product launch)<br />Month over month growth<br />Correlations (store traffic, mentions, etc.)<br />
  32. 32. What Customers/Management Want to See<br />How you can prove correlations <br />Which efforts have the greatest impact<br />Customer/visitor actions taken<br />Persona growth metrics<br />Customer quotes<br />Competitor insights<br />
  33. 33. Taking it One Step Further<br />How are we changing our social strategy based on these metrics?<br />Should we be adjusting our strategy to conform to the platform’s gender balance?<br />What new strategies can we implement based on the data we have?<br />Are we engaging at the right level?<br />What is the appropriate effort level to maximize results?<br />
  34. 34. Sometimes if you want to see a change for the better, you have to take things into your own hands.<br />
  35. 35. Thank You!<br />Download the presentation at: http://kl.am/clint<br />Taylor Pratt<br />@RavenPratt<br />http://raventools.com<br />http://facebook.com/raventools<br />