social media analytics - #searchfest 2013

Social Media Analytics

Giving Social the Credit it Deserves

MIKE PANTOLIANO

My Goals

What’s the ROI in Social Media?

Everyone – All the time

@MikeCPMike Pantoliano

Source: Forrester Research, Inc.

Financial Perspective

How does SM affect sales?

@MikeCPMike Pantoliano

DigitalPerspective

How does SM increase the value of/collaborate with our owned media?

@MikeCPMike Pantoliano

Risk ManagementPerspective

How well does SM allow us to act on PR issues?

@MikeCPMike Pantoliano

Brand Perspective

How well does SM keep us at our user’s top-of-mind

@MikeCPMike Pantoliano

Source: Forrester Research, Inc.

Let’s Do Some (traditional) Analysis

@MikeCPMike Pantoliano

@MikeCPMike Pantoliano

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@MikeCPMike Pantoliano

Conversion

@MikeCPMike Pantoliano

$

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What About These?!

This Sucks for Social

Social Everything Else

Let’s Talk About My Addiction to Scavenger Hunts

Where’s the Money, Lebowski?

YIKES.

Social Analytics is Hard

Social Analytics is Hard

(but now that we’ve hit rock bottom, let’s work our way up)

There is no silver bullet

Once again, everyone, ever

@MikeCPMike Pantoliano

Metrics Schmetrics

Source: Altimeter Group

@MikeCPMike Pantoliano

Measuring Off-Site Engagement

Don’t confuse the tool with the metric!

Followers/Fans

@Mentions

Likes/Shares/RTs

Clicks (bit.ly, ow.ly)

@MikeCPMike Pantoliano

Measuring On-Site Engagement

Man, those Distilled folks

really know their stuff!

Bounce!

Adjusted Bounce Rate<script type="text/javascript">

  var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXXXX-1']);  _gaq.push(['_trackPageview']);  setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);

http://bit.ly/XlzMnU

Mike Pantoliano @MikeCP

Invest in Micro-Conversion Goal Setup

@MikeCPMike Pantoliano

@MikeCPMike Pantoliano

@MikeCPMike Pantoliano

@MikeCPMike Pantoliano

@MikeCPMike Pantoliano

Google Analytics Social Reports

Assisted Conversions

Mike Pantoliano @MikeCP

Meh.

@MikeCPMike Pantoliano

Here’s a custom report!

http://bit.ly/VCJpnd

http://bit.ly/VCJpnd

@MikeCPMike Pantoliano

Here’s a custom report!

http://bit.ly/VCJpnd

Assisted Conversions by Network

Assisted Conversions by Network

Um... Wow.

Old and Busted

The New Hotness

Multi-Channel Funnels

Assisted Conversions vs. Other Channels

Multi-Channel Funnels

COMING SOON!

Remember These?

@MikeCPMike Pantoliano

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Attribution Modeling Tool

Attribution Modeling Tool

In Conclusion

What’s the ROI in Social Media?

Everyone – All the time

@MikeCPMike Pantoliano

Source: Forrester Research, Inc.

Measure On-Site Engagement with Bounce

Rate & Goals

Consider the Whole Customer Journey

Thanks.Any questions?

MIKE PANTOLIANO

mike.pantoliano@distilled.net

@MikeCP