social media analytics - #searchfest 2013
DESCRIPTION
This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure the short term financial benefits.TRANSCRIPT
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
$
$
$
$
$
$
@MikeCPMike Pantoliano
Conversion
@MikeCPMike Pantoliano
$
$
$
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
$
$
$
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
