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Digital Marketing Priorities 2016 Brought to you by:
How to Gain Real Insights from Social AnalyticsJon QuintonAgency DirectorBuiltvisible
Make your social media reporting more actionable, improving buy-in for future campaigns and always-on activities
SOCIAL ANALYTICSLearn to measure what you really care about
Jon QuintonAgency Directorjon@builtvisible.com@jonquinton1
What do we REALLY care about, and how can you measure that
Read ‘Cracking the Sales Management
Code’
Keep it simple!
Often, it boils down to three questions
1. How many people saw my content via social?
2. How has social contributed to revenue?
3. What should we prioritise next?
I’m going to show you how we answer those questions
1. How many people saw my content via social?
How many people saw my content via social?
461 tweets
How many people saw my content via social?
332 tweets
How many people saw my content via social?
Reached 782,681 People
How many people saw my content via social?
Reached 799,005 People
How to calculate reach:
Step 1: Get a Buzzsumo account, go to ‘Content
Research’, and enter the content you’re interested in
How to calculate reach:
Step 2: Click ‘view sharers’ and download the
report.
Then, repeat the process for every
placement gained to see how many
people you reached via Twitter.
Finding out why your content did well on social:
Talkwalker’s virality map is awesome.
Start unpicking ‘why’ a piece did well, so you can attempt to repeat next time
round.
Assigning a value to your social impressions:
Using Google’s Display Planner, it’s easy to assign a comparable value to your impressions. In
this instance, 530,000 impressions on Twitter would have cost £887 via Display.
Assigning a value to your social impressions:
And 3.6m impressions via Facebook would have cost £5,400 via CPM bidding on Google Display.
Understanding ‘who’ you’re reaching:
For B2B, LinkedIn offers excellent insight into who you’re reaching by seniority, industry, job
function and more.
Understanding ‘who’ you’re reaching:
Twitter also offers excellent audience insights, from household income, to
marital status, to buying habits
2. How is social impacting my revenue?
First some context:
Social typically
acts as an ‘assist’
rather than a direct route to
conversion
Source: http://adwords.blogspot.co.uk/2013/04/the-customer-journey-to-online-purchase.html
First some context:
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
This great feature from Think with
Google helps you see typical
interactions by channel, by
sector
Create custom reports in GA to track conversions by network:
Creating custom reports in GA to see traffic and conversions via social is simple
Create custom reports in GA to track conversions by network:
Here’s the problem!
How is social impacting my revenue?
Any conversion reporting you do needs to reflect
Social’s typical place in the mix. Assisted conversions
are a must.
Conversion segments to track first interactions:
Conversion segments for any goal completions that
originated from a first interaction with social
How do I compare to my competitors?
How do I compare to my competitors?
Ritz Carlton Kempinski Hyatt Four Seasons0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Reviewing total shares across brands. Buzzsumo
let’s you export a report per brand, term or topic.
How do I compare to my competitors?
Ritz Carlton Kempinski Hyatt Four Seasons0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
facebookgoogletwitterlinkedinPinterest
Are there networks you’ve ignored?
Comparing sentiment by media type:
Four Seasons Sentiment by media type Ritz Carlton Sentiment by media type
Reviewing sentiment gives you a clearer idea of not just coverage, but
the nature of the coverage you’re gaining
Try: https://www.talkwalker.com
Comparing mentions, engagements and reach:
3. Where should we focus future efforts?
Find what works – do more!
Revisit all the data we’ve already looked at. If you’re having success with something – repeat!
B2B insights via LinkedIn ad builder:
Using LinkedIn’s ad builder, we can see an audience size of 23,000 senior level mangers who work in travel & tourism, and are currently based
in Italy
Top referrals from GA:
Take your referral data from GA, and repeat the earlier process to find
out where, and why, they are having success on
social
Discovering what content worked well for your competitors:
Four Seasons Wedding Ideas—An Intimate Wedding in Scottsdale, Arizona
Four Seasons Kate Spade Wedding Shoes & Accessories
Four Seasons Cake Tasting
China by High-Speed Train
Four Seasons Lauren Scruggs and Jason Kennedy’s Winter Wedding
24 Riesling Wine Recommendations
Four Seasons Palo Alto Wedding Venues at Four Seasons Palo Alto
Best Beaches in the World—Four Seasons Magazine
Four Seasons Wedding Ideas - Alternative Wedding Cake Ideas
Best Views in the World from Four Seasons
0 500 1000 1500 2000 2500 3000
Discovering what content worked well for your competitors:
Unforgettable Vacations at Four Seasons
The Best Travel Photography on Instagram
10 Lanai Resort Favorites
John Legend Interview with Four Seasons
Four Seasons Wedding Traditions Around the World: Gifts
Sleep Well With Four Seasons
Four Seasons European Heritage
Luxury Flats in London
The Four Seasons App
0 200 400 600 800 1000 1200
• Keep it simple – less is more!
• Find the metrics that matter the most (reach, revenue, competitor share)
• Always unpick the ‘why’
Key takeaways:
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