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The Tools to Unlock Social Media Analytics
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@eric3000 The Tools Social Media Analytics To Unlock @eric3000
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How can your early stage startup measure the return on a successful social media strategy? Are you using number of followers as a success metric? Do you know how to measure share of voice? With interactive case studies, we'll explore how your startup can take measurement beyond vanity metrics using the same ROI strategy large brands use. If you don't know what metrics to measure and want to know if social media is worth your time, this class is for you.
Transcript of The Tools to Unlock Social Media Analytics
@eric3000
The!Tools!
Social Media!Analytics!
To Unlock!
@eric3000!
@eric3000
Where You Can Find Today’s Slides!
http://www.bit.ly/emetelka!
@eric3000
☐ Name!
☐ What you’re working on!
☐ Goals for today!!!
Introductions!
@eric3000
I'm Eric Metelka, Manager Manager at G2 Crowd (based in Highland Park). I am a former management consultant, Columbia Business School MBA, and the former Marketing Manager at BestVendor.!
@eric3000!
@eric3000
• Understand the components of social media ROI!
• Analyze your audience!• Setup tracking of relevant metrics!• Report progress to your team!
Goals for Today!
@eric3000
☐ Introduction & Review – 15 mins!☐ Why & ROI Framework – 10 mins!☐ Reach – 20 mins!☐ Resonance – 20 mins!☐ Reaction – 15 mins!☐ Conclusion & Questions – 10 mins!
✔
What We’re Going to Cover!
@eric3000
Review!
@eric3000 Go Where Your Customers Are!
@eric3000
Give Your Brand Personality!
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Target Influencers!
@eric3000
• Helpful!• Useful!• Timely!• Informative!• Relevant!• Practical!• Actionable!• Generous!
• Credible!• Brief!• Entertaining!• Fun!• Occasionally funny!
Posts and tweets should have as many of these a2ributes as possible
Communicate on Social Media!
@eric3000
1. Validate – Compliment genuinely!2. State – Show you understand them!3. React – Ask a question!
Create Relationships - Validate, State, React!
@eric3000
Why?!
@eric3000
WHY!
• Social Media Analytics Show What You’re Doing Right!
@eric3000
WHY!
• Social Media Analytics Show What You’re Doing Right!
• Social Media Analytics Track Your Progress!
@eric3000
WHY!
• Social Media Analytics Show What You’re Doing Right!
• Social Media Analytics Track Your Progress!
• Social Media Analytics Help You Better Allocate Your Time!
@eric3000
ROI Framework!
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Reach
Reac'on Resonance
The Three R’s!
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Reach!
• The exposure of your brand!
• How large your distribution is!
• Share of voice vs. competitors!
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Resonance!
• Brand Sentiment!
• How you change perception!
• Created content responses!
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Reaction!
• How people take action!
• Link to your purchase funnel!
• Conversions on your site!
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Resonance
Reac'on
Reach
Number of followers
Ra'o of posts to comments
Total content reach
Content Tone
Customer sen'ment
Share of voice
Ra'ng of sites featuring shared assets
CTR on shared content
Engagement
Week over Week growth in followers
Number of visits via social referral
Share of Conversa'on
Klout score of fans/followers
Volume & revenue of purchases
Example Metrics!
@eric3000
Social Analytics Tools!
@eric3000
Reach!
@eric3000
Resonance
Reac'on
Reach
Number of followers
Ra'o of posts to comments
Total content reach
Content Tone
Customer sen'ment
Share of voice
Ra'ng of sites featuring shared assets
CTR on shared content
Engagament
Week over Week growth in followers
Number of visits via social referral
Share of Conversa'on
Klout score of fans/followers
Volume & revenue of purchases
Reach Example Metrics!
@eric3000
Facebook Insights!
@eric3000
LinkedIn Analytics!
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Pinterest Analytics!
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Twitter Analytics!
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Interests!
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Location!
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Gender!
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Free Report if < 10,000 Followers!
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Top Keywords!
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Time Zone!
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Followers with the Most Followers!
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Share of Voice = Your Mentions / (Total Mentions for Competitive
Companies)!
How Much of the Conversation Are Your Getting?!
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@eric3000 Search for Yourself and Competitors!
@eric3000
Import Data Into Excel & Create Chart!
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Resonance!
@eric3000
Resonance
Reac'on
Reach
Number of followers
Ra'o of posts to comments
Total content reach
Content Tone
Customer sen'ment
Share of voice
Ra'ng of sites featuring shared assets
CTR on shared content
Engagement
Week over Week growth in followers
Number of visits via social referral
Share of Conversa'on
Klout score of fans/followers
Volume & revenue of purchases
Resonance Example Metrics!
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@eric3000
Engagement!
@eric3000 Sentiment!
@eric3000
Create Dashboards & Reports with Cyfe!
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Connect Social Media Accounts!
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Create Report!
@eric3000
Highlight Top Posts!
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Reaction!
@eric3000
Resonance
Reac'on
Ra'o of posts to comments
Content Tone
Customer sen'ment
Ra'ng of sites featuring shared assets
CTR on shared content
Engagement
Number of visits via social referral
Share of Conversa'on
Volume & revenue of purchases
Reaction Example Metrics!
Reach
Number of followers
Total content reach
Share of voice
Week over Week growth in followers
Klout score of fans/followers
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Traffic!
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@eric3000
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Revenue!
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Connect Social to Revenue!
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Conclusion!
@eric3000
Analytics help us understand what we’re doing right and what needs to
be imporved!
@eric3000
The three components of ROI are Reach, Resonance, and Reaction!
@eric3000
Dashboards and reports communicate the value of social
media to your team!
@eric3000
Questions?!
@eric3000
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!
Digital Marketing Reading List!
@eric3000
Email: [email protected]!Twitter: @eric3000!
Sign up for my newsletter and receive a free guide to creating social media campaigns:!
THANK YOU!!
www.fullstackmarketing.co!
