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@ V I S I O N C R I T I C A L
WHAT
SOCIAL MEDIA
ANALYTICS
CAN’T TELL YOU
Alexandra Samuel, Vision Critical • @awsamuel
Jeremiah Owyang, Crowd Companies • @jowyang
Colby Flint, Discovery Communications • @discoverycomm
Beth Kanter • @kanter
#SMDATA
#SMDATA
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L #SMDATA
@ V I S I O N C R I T I C A L #SMDATA
@ V I S I O N C R I T I C A L
WHAT
SOCIAL MEDIA
ANALYTICS
CAN’T TELL YOU
Alexandra Samuel, Vision Critical • @awsamuel
Jeremiah Owyang, Crowd Companies • @jowyang
Colby Flint, Discovery Communications • @discoverycomm
Beth Kanter • @kanter
#SMDATA
#SMDATA
The Collaborative
Economy:
Insights from
Social Media
Jeremiah Owyang
@jowyang
@JOWYANG
@JOWYANG
@JOWYANG
@ V I S I O N C R I T I C A L@JOWYANG
@JOWYANG
@JOWYANG
@ V I S I O N C R I T I C A L
WHAT
SOCIAL MEDIA
ANALYTICS
CAN’T TELL YOU
Alexandra Samuel, Vision Critical • @awsamuel
Jeremiah Owyang, Crowd Companies • @jowyang
Colby Flint, Discovery Communications • @discoverycomm
Beth Kanter • @kanter
#SMDATA
#SMDATA
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
WHAT
SOCIAL MEDIA
ANALYTICS
CAN’T TELL YOU
Alexandra Samuel, Vision Critical • @awsamuel
Jeremiah Owyang, Crowd Companies • @jowyang
Colby Flint, Discovery Communications • @discoverycomm
Beth Kanter • @kanter
#SMDATA
#SMDATA
Charity Donations and
Active Social Media Users
Topline Insights from Vision Critical Research
SXSW – March, 2014
Beth Kanter, Author, Trainer, and Blogger
What if your data set combined survey
data about donation habits with actual
social media usage?
Does more social
media use equal
more donations?
Flickr Photo by tedski
Charity Slacktivists
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
Actionable Takeaways from Research
• Slack off of slacktivism – active social media
users are valuable
• Social channels can be an effective on-ramp for
NEW donors, especially more active social media
users, but find ways to keep connected
• If you aren’t urging your donors to post about
your charity when they donate or encourage
them to fundraise on your behalf, you are
missing a huge opportunity.
@ V I S I O N C R I T I C A L
WHAT
SOCIAL MEDIA
ANALYTICS
CAN’T TELL YOU
Alexandra Samuel, Vision Critical • @awsamuel
Jeremiah Owyang, Crowd Companies • @jowyang
Colby Flint, Discovery Communications • @discoverycomm
Beth Kanter • @kanter
#SMDATA
#SMDATA

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What Social Media Analytics Can't Tell You (SXSW Interactive 2014)

  • 1. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 2. @ V I S I O N C R I T I C A L
  • 3. @ V I S I O N C R I T I C A L #SMDATA
  • 4. @ V I S I O N C R I T I C A L #SMDATA
  • 5. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 6. The Collaborative Economy: Insights from Social Media Jeremiah Owyang @jowyang
  • 10. @ V I S I O N C R I T I C A L@JOWYANG
  • 13. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 14. @ V I S I O N C R I T I C A L
  • 15. @ V I S I O N C R I T I C A L
  • 16. @ V I S I O N C R I T I C A L
  • 17. @ V I S I O N C R I T I C A L
  • 18. @ V I S I O N C R I T I C A L
  • 19. @ V I S I O N C R I T I C A L
  • 20. @ V I S I O N C R I T I C A L
  • 21. @ V I S I O N C R I T I C A L
  • 22. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 23. Charity Donations and Active Social Media Users Topline Insights from Vision Critical Research SXSW – March, 2014 Beth Kanter, Author, Trainer, and Blogger
  • 24. What if your data set combined survey data about donation habits with actual social media usage?
  • 25. Does more social media use equal more donations?
  • 26. Flickr Photo by tedski Charity Slacktivists
  • 35. • Slack off of slacktivism – active social media users are valuable • Social channels can be an effective on-ramp for NEW donors, especially more active social media users, but find ways to keep connected • If you aren’t urging your donors to post about your charity when they donate or encourage them to fundraise on your behalf, you are missing a huge opportunity.
  • 36. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA