Social analytics go way beyond likes and shares. In this presentation, we walk through a goals-first approach to identifying the tactics and metrics that power social campaigns, and translate all of that into social media campaigns that will drive real business goals. Here, we walk through this goals-first process by taking a deeper look at the recent #UBERkittens case study, to illustrate how a campaign moves from goals, to cost benefit analysis, to tactics, to metrics, to demonstrated ROI.

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6. Business
Goals
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Metrics
Tactics

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11. http://bit.ly/17i0vKg
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http://bit.ly/17FuYz7

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15. ( Modified from a recap slide from Avinash Kaushik at Mozcon 2013 )
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18. New customer
acquisition
• New website visitors
Increased
• Track visitor loyalty & visitor recency
customer retention
Gain against your
competition
• Track share of voice / conversation
Brand awareness* • Survey!
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20. Creepy
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Cool

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22. Even
Cooler
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