Social Media Analytics and Measurement - The Internet Show April 2014
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Transcript of Social Media Analytics and Measurement - The Internet Show April 2014
What I do
Entrepreneur of the year 2010, 2012, 2013
First Woman in Science and Technology
Awarded by Blackberry for advancing women in technology
One of the very few women running a digital agency
2 daughters, one husband and now living in Singapore
Manning Wins Top Award for Women in Technology LeadershipEntrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
• Where to start
• Analysing the data
• Distilling into actionable insights
• And then…
Social media analytics and actionable insights
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Volvo achieved 71m views with their clever splits campaign but this was supported by advertising
Get LuckySpend Money
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Make A Wish Foundation achieved 750m #SFBatkid Tweets and a 26% rise in donations with a heartwarming initiative and a lot of luck.
Get Lucky
Our campaign for the RAFB used audience insight, storytelling and creative to engage young people with the Battle of Britain.
Get LuckyDevelop a Strategy
SMART Goals
10 New purchase enquires from the new geographic target markets
Google Analytics: referral visits to website from social media channels, form completions by the end of 2014
SMART Goals
10% Increase in event registration
Social Monitoring: Measure social campaign and event registration from campaign month on month
“Without analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.”
Geoffrey Moore
Who are the people talking about me?
Where are they talking about me?
Who are my influencers?
What do they like or dislike?
How can I engage them?
But what’s in a number?
Our following grew by 100,000 fans in 2013!
Without a benchmark or comparison numbers tells us very little.
Our competitor’s following grew by 90,000 for the same period.
Year on year that represents a 30% increase in fan growth.
SOCIAL CHAMPION
STOP GIVING RESPONSIBILITY FOR SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
WE WANT
PEOPLE LISTEN TO AUTHORITY. CEOS WANT TO SPEAK TO CEOS.
LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.