social media analytics in black and white
Post on 03-Feb-2015
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SOCIAL MEDIA ANALYTICS IN
BLACK AND WHITE…and some golden steps
@dannywhatmough
Hi.
Analytics is dull
But vital
Three things you are going to learn today
1. Why digital is great for
analytics and measurement
2. Why business
and analytics must go hand in hand
3. How to put together a meaningful analytics
strategy
What is social media analytics?
1. Pre-campaign2. Monitoring
3. Measurement
1. Pre-campaign
2. Monitoring
3. Measurement• Campaign analysis• Business proof
Let’s go back in time…
How do we measure PR?
(AVE)
How does social media analytics
differ?
How do we measure business success?
STEP 1: What does success look like?
STEP 2: Establish KPIs
OutputOutcomeImpact
The ‘so what’ test
8 mistakes everyone makes about
analysis
1.You can’t analyse
everything
2.Counting isn’t
measuring
3.Don’t (just) analyse
to justify your existence
4.Awareness, visibility,
action
5.Last touch
6.Size doesn’t (always)
matter
7.Only analyse at the
end
8.Avoid negatives
STEP 3: Select your tools
Don’t select tools for the sake of it
Start with free tools
Don’t get deceived by bells and whistles
DATA
What data do you need?
How are you going to get it?
Qualitativeand
Quantitative
1. Content analysis – where and what2. What this achieved –
traffic/awareness3. Cash analysis – conversions
Unique URLs CTR
Traffic
SentimentConversion
s
Mentions
Influence
Search rankings
Customer satisfaction
Tone
Engagement
(offline social media analysis)
Think about the funnel
STEP 4: Turn analysis into action
STEP 5: Rinse, wash, repeat
What’s the process
OutputOutcomeImpact
The golden circle of social media analytics
Output
OutcomeImpact
7 questions to ask yourself
1. What are your
(business) objectives?
2. What are your KPIs?
3. Who can we
benchmark against?
4.What tools are going to get the job done?
5. How will you put
your findings to good use?
6.Are we winning?
7.Do we need to
change the programme?
Analytics is NOT (always) dull
But IS vital
Thank you@dannywhatmough
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