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