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SOCIAL MEDIA ANALYTICS MEASURING WHAT MATTERS
ANOL BHATTACHARYA
GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
• CONSULTANCY
• CUSTOM CONTENT CREATION
• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
WHY IS SOCIAL MEDIA FOR MARKETING DIFFICULT TO ANALYZE / MEASURE?
SOCIAL MEDIA TOUCHES EVERY FACET OF MARKETING
• Branding / Positioning / Awareness
• Lead Generation
• Lead Nurturing
• Customer Service
• Customer Retention
WHAT ARE YOU MEASURING?
BRAND PERCEPTION - KEYWORD MAPPING
Keywords the Brand wants to be associated with
Keywords Social Media associate the brand with
Brand Perception Gap
BRAND PERCEPTION - KEYWORD MAPPING
BRAND PERCEPTION - KEYWORD MAPPING
BASIC METRICS1. REACH
• # Blog feed subscribers
• # Followers on Twitter
• # Fans / Likes on Facebook
• # Members of LinkedIn / Facebook Group
BASIC METRICS2. BUZZ
• # of Mentions (Twitter, Facebook, blog posts)
• # Conversations @ the Blog
*data for illustration purpose only
BASIC METRICS3. INFLUENCE
‘Cause not all social media users are made equal
*data for illustration purpose only
BASIC METRICS4. SENTIMENT
*data for illustration purpose only
BASIC METRICS5. ENGAGEMENT
• # Interactions
• # Response time
• # Issues resolved
TOOLS OF THE TRADE
ISSUES• Asian Language Tracking
• Geography Segregation
• Sentiment
Social Media Bandwagon
Marketers
I can has Fans?Blah Blah Blah Blah
Blah
Social Media Douche-bag Expert
Cha-Ching!
Few months later....
4 Followers
•Mom•Dad•Neighbor's dog
Where is love?!
ANALYSIS / METRICS BEFORE YOU STARTPROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Outbound AnalysisInbound Analysis
ANALYSIS / METRICS BEFORE YOU STARTINFLUENCER MAPPING•Who are talking about your product(s)?•Who are talking about your product category?•Who are talking about your competitors?•Where are the social media watering holes?
*data for illustration purpose only
ROI - THE HOLY GRAIL: CONVERSION METRICS
SALES FOR B2C / E-COMMERCELEAD GENERATION FOR B2B
SOCIAL ANALYTICS - WEB ANALYTICS
http://youtu.be/R3oMvpwifUo
googleanalytics
SOCIAL MEDIA GENERATED TRAFFICADVANCED SEGMENTS
CAMPAIGN AND URL TAGGINGCONVERSION METRICS
1. CREATE GOAL
Thank you page
CAMPAIGN AND URL TAGGING2. CREATE SHORT URL
CAMPAIGN AND URL TAGGING3. TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
Google Analytics URL Builder: http://goo.gl/bCkQ3
CAMPAIGN AND URL TAGGING
Multi-Channel Funnel Reports
FACEBOOK ANALYTICS• Insights
• Likes , Interaction
• Web Analytics for Landing Page
• Apps for Lead Generation
ANOL BHATTACHARYA
