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53% of respondents are unsure about their return on Twitter.50% are unsure about the direct value of LinkedIn.50% are not sure how to measure the impact of industry blogs on business metrics.
Quantitative: sales, new leads, new qualified subscribersQualitative: satisfaction, loyalty, authority, interaction, feedbackBlanket KPI = KPI applied to site as a whole, instead of specific elementsYou don’t need to go with traditional KPIs because it is what everyone else is using
You will be able to learn how different tweets effect CTR, time of day, day of the week, etc.
http://analytics.blogspot.com/2009/05/lollapalooza-tracks-social-media.htmlSecondary dimensions such as: city location
Facebook Insights shows some demographic information on your page, but is limited to information about interactions with your fans. Now you can track visitor statistics, traffic sources, visitor countries, and keyword searches
Analytics Code: This is the tracking code that you got in step #1. (It is very important that you enter this correctly.)Domain on Analytics: The domain name you created in step #1 (use Facebook.com if you used it in step #1).Page Link: This is to let you track the page on Google Analytics. What would you like to call your page so that you’ll recognize it in Analytics?Page Title: This is for your reference.
Scout Labs: similar interface to GARadian 6: Great Facebook tracking
BrandsEye: Very unique. It finds you details about reputation, media origin and sentiments associated to your brand.Trendrr: It analyzes social media channels for your brand mentions and puts them into perspective with numbers
MAP: Media Analytics Program focuses on the core concepts of social media – listen > measure > understand and engage. The tool provides real-time intelligence to manage products, brands and reputations on social media.Attentio: Multi-lingual
Viralheat: Unlimited mentions, API, sentiment & viral analysisPostRank: Great social engagement tracking for Twitter, free 30 day trial
Creating a Social Media Analytics Action Plan
Creating a Social Media Analytics Action Plan<br />With guest commentary by Clint Eastwood<br />Taylor Pratt<br />Raven Internet Marketing Tools<br />
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 />
A good man always knows his limitations<br />Setting Up Your Analytics Action Plan<br />Part 1: Defining KPIs<br />
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 />
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 />
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 />
DragonSearch Social Networking Media ROI Calculator<br />http://kl.am/socialROI<br />
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 />
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 />
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 />
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 />
GA Facebook ConfigurationGuide by Social Media Examiner<br />http://kl.am/fbga<br />Track:<br /><ul><li> Visitor statistics
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 />
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 />
GA Facebook Configuration<br />Step 3: Add the code anywhere on your static FBML app<br />Step 4: Chair dance. You’re done.<br />
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 />
URLs have been shortened using: kl.am/social1-17<br />
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 />
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 />
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 />
Sometimes if you want to see a change for the better, you have to take things into your own hands.<br />