Using Social Media Analytics - Social Media Week Dubai March 2017

U s i n g S o c i a l

MMMMM MMMMMMMMM

Umar Khan Digital Marketing

MMMMMMM MM MMM MMMMMMMMMs

MMMM MMMMModerator & Community Catalyst at Inbound.Org(World’s Largest Inbound Marketing Community of over 170,000 marketers)

Columnist at:

Topics We’ll Cover

• What is Social Media?

• 6 Questions for Effective Social Media Strategy

• Importance of Social Media Analytics

What is Social Media?

“Websites and applications that enable users to create and share content or to participate in social networking.”

Major Social Media Channels

Why is Social Media Important for Business???

Social Media is about tearing down the artificial walls between customers and the

individuals who work at companies

@MUmar_Khan

Why do you use Social Media?

Customer Service

Traffic

LeadGeneration

BrandingRetention

Thought Leadership

Before Social Media

After Social Media

Let’s Start

First decide what you want to achieve...

Set Goals and Objectives

Listen to what is already happening

Do Competitor and Consumer research

Decide which social media is for you

Personalize Your Social Media Brand

Social Media Tools

•Buffer

•Buffer•HootSuite

•Buffer•HootSuite•Mention

•Buffer•HootSuite•Mention•Twitonomy

•Buffer•HootSuite•Mention•Twitonomy•Sprout Social

•Buffer•HootSuite•Mention•Twitonomy•Sprout Social•Lithium

•Buffer•HootSuite•Mention•Twitonomy•Sprout Social•Lithium•Buzz Sumo

• Buffer• HootSuite• Mention• Twitonomy• Sprout Social• Lithium• Buzz Sumo

Social Etiquette

BE HELPFUL

AVOID blatant self promotion – noone likes arrogance!

Share interesting info that willEnlighten/engage your audience

Promote others to build connections

Promote others to build connections

6 Questions for effectivesocial media strategy

Undoubtedly,most companies

shouldhav

easocia

lmediapresenc

etoday.

So,

let’s

assume

you’reof

part

of the

95%companie

sout

there.

Because

You want

todoit.

YouYou

want to do it.need

todoit.

YouYouYou

wantneed don’t

to do it.todoit.know

where

tostart.

I’mgoing

toshare

with

yousixquestion

sthat

will

helpdriv

eyour

social

mediastrateg

y.

these

aren’t

easyquestion

s

but

if you

can

answer

them,you

rsocial

media

plan

willbecom

eself-evident.

okay,

here

we

go.

Canthis

you

answerquestion

?“Only

we…”

This

is the

most

difficult

taskin busines

s.

It forces

you

tofigure

out

why

you’re

distinctive

It forces

you

tofigure

out

whywhy

you’re

distinctivecustome

rslove

you

It forces

you

tofigure

out

whywhy and

you’re

distinctivecustome

rsloveinto

youthe

how

you fitmarketplac

e.

So

why

doyour

customerskee

pcoming

back?

because

theyloveyou?

they

emotionally

relate

toyou?

or they

haveno othe

rchoice?

If you

knowready

your

“Only

we”,you’r

etomov

eonto

Question

#2.

Can

our

culturenurtur

e&sustai

nasocia

lmediatransformatio

n?

Budget,

content

&vision

willnotdetermin

eyour

success

Budget,

content

&vision

willnotdetermin

eyour

successif yo

udon’t

have

acompanycultur

etosustai

n&nurtur

ethis

change.

Is your

companyprepare

dtopublish

?

Takethe

heat

of negativecomments

?

Entertain?

Inform?

Are

we

aconversational

brand?

…or

could

we

be?

Here

is the

business

case

forFaceboo

k.Just on

esentence.

Here

is the

business

case

forFaceboo

k.Just on

esentence.

“Come

waste

time

with

me.”

and

this.

The Official Grumpy CetL !d o<

IGn..impyCathas nearly reached the piMacle of herlife, her terrible twos' And to no surprise, she thinks it's going to be the grumpiest ye& yet. To celebrate her2nd birthday, Friskies Party Mix is issuing the#1 MMGrumpyFrowns Challenge to encourage everyone to lake a picture 'With their cat and try tomodel the famous ~Grumpy• frown. By participating,each person will have the chance to win the Grand Prize of attending Grumpy Cat's Birthday Party hosted by Friskies Party Mix in New York City on April 29.See how the party planning is going so farhttpllbil.ly/Gcatbd

u te Ct 1mmem Snare

~ 23,959 people like nus

[;I 2.873 shares

Nathadon SrMcha

Top comments·

{} Wn1e a comn n1

and this.

So

why

would

they

payattentio

ntoyou

?

So

why

would

they

payattentio

ntoyou

?If you’r

enotalread

ya

conversational

brand,

does

itmake

sense

tobecome

one?

Itworked

for this

guy.

' ~Blen<ltcc

00[101

BI end tee_

It worked for this guy

Itworked

for this

guy.

' ~Blen<ltcc

00[101

BI end tee_

It worked for this guy

300 million YouTube views, 900,000 subscribers and counting…

Can

it work

for

yourcompany

?

Can

it work

for

yourcompany

?You’ll

have

toweigh

the

riskan

dthe investment

before

youjum

pin Blend-

Tecstyle.

Where

are

ourcustome

rsand

competitors?

This

seems

like

such

abasicquestio

nbut

it isoftenoverlooke

d.

This

seems

like

such

abasicquestio

nbut

it isoftenoverlooke

d.Doing

just

a little

marketresearc

hcan

be

very

revealing.

Study

yourcompetitors

then

ask

yourselfthi

squestion.

How canyoustan

dout?

What

isour

sourceofric

hcontent?

You have

todo more

thantwee

tnow

and

then

andupdat

eyour

company’sLinkedI

npage.

You need

asource

ofrichconten

ttofue

lyour

socialmedi

apresence.

Youneed

asource

ofrichconten

ttofue

lyour

socialmedi

apresence.

Something

that

provides

realvalu

etoyou

rcustomers.

What’s

your fuelsource

?

Blogs

Podcasts

Video

Whatever

you

choose,

make

it

Whatever

you

choose,

make

it

in-depth

Whatever

you

choose,

make

it

in-depthsearchable

Whatever

you

choose,

make

it

in-depthsearchable quotable

Whatever

you

choose,

make

it

in-depthsearchable quotableand

evergreen.

What

does

successloo

klike?

Many

companies

fail

toseemedia

results

from

their

socialactivity

.

Conversations?

Sure.

But

here’s

the

thing.

Engagement

isnotastrateg

y.

Nomatter

how muchth

e“gurus”

about

squawkit.

Instead,

set

expectations

andmetric

sahead

of time.

Instead,

set

expectations

andmetric

sahead

of time.

Then

ask

yourself

this…

Are

those

expectations…

realistic?

Are

those

expectations…

realistic?achievable?

Are

those

expectations…

realistic?achievable?focused?

Okay,

now

take

adeep

breath.

Let’s

Recap

6 Questions for effective

socialmedi

astrategy

6 Questions

Can you answer the question “Only we…”?

6 Questions

Can our culture nurture & sustain a social media transformation?

6 Questions

Are we are a conversational brand? Or could we be?

6 Questions

Where are our customers and competitors?

6 Questions

What is our sources of rich content?

6 Questions

What does success look like?

That’s

a lottothink

about……

Social Media MMMMMMMMM

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time!

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Steps for Measurement on Any Social Channel

Identify the Audience

@MUmar_Khan

Understand Your Goals

Channel Specific Metrics

@MUmar_Khan

Tools for Channel Measurement

@MUmar_Khan

Number of monthly active Facebook users worldwide as of 4th quarter 2016statista.com

Facebook Audience 1.86 billion monthly active users

Facebook Content Types

@MUmar_Khan

Social Litmus Test :

Does Your Goal Work Here?

@MUmar_Khan

Facebook Metrics

01Page Likes 02

Post Reach 03Engagement: Reactions, Shares,

comments

04Impression & Clicks 05

Hide/Report Spam, Unlikes 06Post Types

07Video Views 08

30 second ++ views 09FB Referral Traffic & Bounce Rate

@MUmar_Khan

FB Measurement Tools

• Facebook Insights

• Sumall•Agora Pulse

@MUmar_Khan

Facebook Audience Insights

Facebook Audience Insights

Facebook Audience Insights

Number of monthly active Twitter users worldwide from 1st quarter 2010 to 4th quarter 2016statista.com

Twitter Audience

Twitter Content Types

@MUmar_Khan

Social Litmus Test :

Does Your Goal Work Here?

@MUmar_Khan

@MUmar_Khan

Twitter Metrics

01Followers 02

Tweet Reach 03Engagement: Mentions,

Retweets, Likes

04Tweet Clicks 05

Engagement Rate 06Top Tweet, Top Mention, Top Follower, Top Media Tweet

07Video Views 08

Completion rate 09Twitter referral traffic & bounce

rate

Twitter Analyticsanalytics.twitter.com

Twitter Analyticsanalytics.twitter.com

Twitter Measurement Tools

• Twitter Analytics• Followerwonk• Buffer• TweetReach

@MUmar_Khan

Numbers of LinkedIn members from 1st quarter 2009 to 3rd quarter 2016statista.com

LinkedIn Audience

467 million members

LinkedIn Content Types

@MUmar_Khan

Social Litmus Test :

Does Your Goal Work Here?

@MUmar_Khan

LinkedIn Metrics

01Followers 02

Impressions 03Interactions: Like, Shares, Comments, Followers Acquired

04Update Clicks 05

LinkedIn Referral Traffic 06Post Types

07Page Views, Unique Visitors 08

Engagement Rate 09Follower Demographics

@MUmar_Khan

LinkedIn Analytics

LinkedIn Measurement Tools

• LinkedIn Analytics• Sprout Social• Simply Measured• Qunitly

@MUmar_Khan

YouTube Audience

• Total number of people who use YouTube – 1.3 Billion

• Number of videos viewed on YouTube everyday – 4.9 Billion

• Number of unique visits to YouTube every month - 900 Million

YouTube Analytics

Check Analytics for each video

At the end……….

Reports to look out

Traffic by Social Channel

Where to find this report:Acquisition > Social > Network Referrals

Social Media Traffic

Where to find this report:Acquisition > All Traffic > Channels

Landing Pages

Where to find this report:Acquisition > Social > Landing Pages

Conversions

Where to find this report:Acquisition > Social > Conversions

Thank You!!