Social Media Analytics

I t ’ s n o t j u s t a b o u t t h e t o o l s

Download presentation at www.bit.ly/ecjcsocial

Hi, I’m Kyle• Director, Search and

Analytics at Global Prairie

• BS from Illinois (UIUC)

• Worked at Natl. Center for Supercomputing Applications (NCSA)

• WorldSkills Website Design Technical Expert and Judge for USA (2010-2012)

What we’ll cover• Two different social media philosophies• Tools to measure the success of each

• Google Analytics (free)• HootSuite (free, paid plans starting at

$9/mo)• Facebook Insights (free)• Bit.ly, Ow.ly• Enterprise tools

First things first…

Strategy, tools, metrics should be tailored to YOUR specific needs

Many opinions. This is just one.

What to Measure?Focus on the metrics that actually drive business

Focus on…Relevant interactionsReferral trafficGoal conversions

Not just…Page LikesFollowersKlout

Social Philosophy #1Your website = the hub of your social strategy• Broadcast blog content• Build trust, demonstrate expertise• Draw visitors to site• Capture leads or sell directlyIdeal for service companies and e-commerce

Social Philosophy #2Use social media for building awareness or driving offline action• Sharing photos, videos• Advertising specials• Enabling fans to spread your contentIdeal for restaurants, stores, product brandsMore difficult to quantify ROI

Google AnalyticsMeasure the quality of referral traffic from social sites!

Google Analytics

Google AnalyticsDrill down to the content being shared. What works?

Google AnalyticsCreate and track goal conversions by source

Facebook Insights

What posts have worked best in the past?

Facebook Insights

HootSuite

HootSuite

HootSuite

HootSuitePull data together across channels in a single report.

Bit.ly, Ow.lyUse these URL shorteners to track clicks on your links!

Enterprise ToolsRange from $500/mo. to $4000+/mo.

Enterprise integration, historical market research, open data integration, etc.

Thanks!Q&A

D o w n l o a d l i n k :w w w. b i t . l y / e c j c s o c i a l