Social media analytics in black and white

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SOCIAL MEDIA ANALYTICS IN BLACK AND WHITE …and some golden steps @dannywhatmough

description

A presentation given to the PRCA in April 2012.

Transcript of Social media analytics in black and white

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SOCIAL MEDIA ANALYTICS IN

BLACK AND WHITE…and some golden steps

@dannywhatmough

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Hi.

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Analytics is dull

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But vital

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Three things you are going to learn today

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1. Why digital is great for

analytics and measurement

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2. Why business

and analytics must go hand in hand

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3. How to put together a meaningful analytics

strategy

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What is social media analytics?

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1. Pre-campaign2. Monitoring

3. Measurement

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1. Pre-campaign

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2. Monitoring

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3. Measurement• Campaign analysis• Business proof

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Let’s go back in time…

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How do we measure PR?

(AVE)

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How does social media analytics

differ?

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How do we measure business success?

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STEP 1: What does success look like?

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STEP 2: Establish KPIs

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OutputOutcomeImpact

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The ‘so what’ test

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8 mistakes everyone makes about

analysis

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1.You can’t analyse

everything

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2.Counting isn’t

measuring

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3.Don’t (just) analyse

to justify your existence

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4.Awareness, visibility,

action

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5.Last touch

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6.Size doesn’t (always)

matter

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7.Only analyse at the

end

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8.Avoid negatives

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STEP 3: Select your tools

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Don’t select tools for the sake of it

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Start with free tools

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Don’t get deceived by bells and whistles

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DATA

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What data do you need?

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How are you going to get it?

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Qualitativeand

Quantitative

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1. Content analysis – where and what2. What this achieved –

traffic/awareness3. Cash analysis – conversions 

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Unique URLs CTR

Traffic

SentimentConversion

s

Mentions

Influence

Search rankings

Customer satisfaction

Tone

Engagement

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(offline social media analysis)

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Think about the funnel

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STEP 4: Turn analysis into action

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STEP 5: Rinse, wash, repeat

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What’s the process

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OutputOutcomeImpact

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The golden circle of social media analytics

Output

OutcomeImpact

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7 questions to ask yourself

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1. What are your

(business) objectives?

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2. What are your KPIs?

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3. Who can we

benchmark against?

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4.What tools are going to get the job done?

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5. How will you put

your findings to good use?

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6.Are we winning?

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7.Do we need to

change the programme?

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Analytics is NOT (always) dull

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But IS vital

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Thank you@dannywhatmough