social media analytics: purpose, process and pitfalls

Social MediaAnalytics.

Muhammad Karim, 2014

What Does Social Media Look like in the Middle East?

1

23

45

The Hierarchy.

Source: Social Media Usage in the Middle East Report – Statistics and Trends

Other Pertinent Facts…

1. 68% of users between 18-34

2. 65% male, 35% female

3. Most Important Topics …a. Entertainment

b. Community Issues

c. Sports

d. Politics

e. Religion

Source: Social Media Usage in the Middle East Report – Statistics and Trends

“Cat: Where are you going?

Alice: Which way should I go?

Cat: That depends on where you are going.

Alice: I don’t know.

Cat: Then it doesn’t matter which way you go.”

― Lewis Carroll, Alice in Wonderland

“If we can’t express our objectives and

methodology quantitatively, we

have zero chance of selling our ideas”

– Dave Evans, ClickZ network

What Does Success Look Like?

Money.

Trust.

Love.

How Do We Measure Success?

SEE SAYFEEL

DO> >

Source: www.fenton.com/resources/see-say-feel-do/

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

The Process.

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

Followers / Fans

Engagement

Timing

CTR’s

Influence

Sentiment

Conversation Drivers

Quantitative Qualitative

Source: Bansi Patel, Understanding Social Media Metrics and KPI’s

Source: Bansi Patel, Understanding Social Media Metrics and KPI’s

Total Circle Followers

Post Engagement

Actions / Post - +1’s, Shares, Comments

Total Public Shares

Total +1’s for a Page

Search Metrics

Comments, Sentiment

Conversions from Google + Traffic

Click Throughs from Google +

Source: http://www.jeffalytics.com/measuring-google-plus/

Source: Bansi Patel, Understanding Social Media Metrics and KPI’s

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

Ask yourself these questions

• How confident are you that your tool will measure your metrics and gauge your success?

• Is it well reviewed/renowned in the industry?

• How good are they with your specific platforms?

• How good are they in your specific region?

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

Bread and Butter

Day to Day

Metrics & KPIs

• Unique Visits• Impressions• Page Views• Media

Consumption

• Total Interactions• Fan

Photos/Videos• Post Quality

• External Links to Content & Discussion

• Total “Likes”• Subscribed “Likes”• Audience Profile as

Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Facebook

• Total Followers

• Retweets• Direct Messages• @Replies• Shared Content

• Inbound Links• External Coverage

• Extended Network/Influence of Followers

• Follower Profile as Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Twitter

• Share of Voice• # of Comments

Relative to Audience Size

• Inbound Links• Subscribers• External Coverage

• Audience Profile as Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Blogger Engagement

• Total Media Consumption

• Total Interactions• Total Trackbacks

& Coverage of Activities

• Total Ongoing Engaged Subscribers to Content/Community

• Community Crossover

• Overall Sentiment• Total Shift in

SentimentOverall

Attention Engagement Authority Influence SentimentMeasurement

• # of Unique Visitor Check-ins

• # of Repeat Check-Ins

• # of Check-ins broadcast to Twitter or Facebook

• Audience Profile as Reflection of Target

• Positive/Negative/Neutral Commentary w/Check-ins

Foursquare/Geolocation

• Views• Subscribers

• Likes/Dislikes• Comments• FavoritesdReplies

• Inbound Links• External Coverage

• Subscribers• Demographic Insights• Audience Profile

• On-Message• Positive/Negative/

Neutral• Change Over Time

YouTube

• Traffic to Site• Unique Visitors

• # Page Views (Overall)

• # Page Views/User• Time Spent on Site

• Inbound links• Profile of Visitors as

Reflection of Target• Most Popular Search

Terms Search

Objectives

KPI’s / Metrics

Tools

DataMonitoring

Insights

Optimisation

The Hard (and most Important)

Bit.

SO WHAT?

WHY?

Look at the Data and Ask…

AND THENMONITOR THE DATA…

AGAIN.

Then…. Optimise your content,

creative, whatever…

Finally…

More Interactions

More Tracking

Higher Expectations

1. People Die…

2. Measuring Tools can’t take into account popular culture.• Lady Gaga Lady Dada

3. “Like” only lasts a second, many forget straight after.• Promotion-driven behaviour.

4. Public Information Only.

5. Some keywords are generic• Salt and Justin Bieber

Pitfalls and Problems

Summary / Recap

1. Objectives and KPI’s drive everything you do. Get this right. Take the time.

2. You must follow a process.

3. Insights and Optimisation is where success Lies.

4. Be aware of your Audience, the Market and the Problems and Pitfalls.

5. It’s the RESULTS which matter most.

Muhammad Karim

Digital Marketing Consultant

muhammad@karim.co.za@mkarim