Creating a Social Media Analytics Action PlanWith guest commentary by Clint Eastwood

Taylor PrattRaven Internet Marketing Tools

Social media is like teen sex.Everybody wants to do it.Nobody knows how.When it’s finally done there issurprise it’s not better.- Avinash Kaushik

You’re doing it wrong. Punk.

What are we doing wrong, Clint?

If you want a guarantee, buy a toaster.

Translation:You’re not properly analyzing!

What ROI are you seeing?

Setting Up Your Analytics Action PlanPart 1: Defining KPIs

A good man always knows his

limitations

Defining KPIs

When defining KPIs, follow these guidelines:

Choose metrics that actually translate into business context – quantitative & qualitative

Define more than just “attention” metrics Define KPIs that are actionable Don’t just create “blanket” KPIs Remember: it’s okay to be unique

Examples of Actionable KPIs

Number of people in a specific location who follow us on Twitter

Reduction in support costs Number of product improvement

suggestions from Facebook fans Increase in product reviews & ratings Reduction in sales cycles

Other KPIs to Consider

Volume of consumer-created buzz

Seasonality of buzz

Rate of virality Embeds/installs Increases in

searches Ranking

improvements Demographics

Interaction/engagement rate

Number of interactions

Store locator views Registrations by

channel User-initiated

views Attributes of tags

DragonSearch Social Networking Media ROI Calculator

http://kl.am/socialROI

Setting Up Your Analytics Action PlanPart 2: Configuring Your Analytics

I have a very strict gun policy: if there’s a gun around, I want to be in control

of it

Configuring Your Analytics

Add campaign tracking to URLs Bit.ly and kl.am are ideal for shortening If you take the time to do this for all of your

social URLs you will learn a lot!

Create a filter/segment for social traffic Setup goals for social media traffic Create custom landing pages Consider serving cookies Create virtual pages or 301 redirects

Lollapalooza GA Case Study

Questions they wanted answers to: Who’s using these sharing and social

media outlets? Are they benefiting? Which ones are being used the most and

what are their applications? Does social media make a visitor more

likely to buy a ticket? Are we driving more traffic to our site as

a result? Are we driving more sales and revenue?

Lollapalooza Implementation

Event tracking Share buttons Facebook Connect Register/Log in

Campaign Tracking On “share” links to determine

effectiveness of each medium

Remember to dive into secondary dimensions

GA Facebook ConfigurationGuide by Social Media Examiner

http://kl.am/fbga

Track:• Visitor statistics• Traffic sources• Visitor demographics• Keyword searches

GA Facebook Configuration

Step 1: Create a GA account If you already have a GA account, create

a new website profile to separately track visits to your fan page

GA Facebook Configuration

Step 2: Use FBGAT to generate custom image code to track visits on fan pages http://kl.am/FBGAT

GA Facebook Configuration

Step 3: Add the code anywhere on your static FBML app

Step 4: Chair dance. You’re done.

Setting Up Your Analytics Action PlanPart 3: Configuring Other Tools

The less secure a man is, the

more likely he is to have extreme

prejudice.

URLs have been shortened using: kl.am/social1-17

Social Monitoring Tools

Scout Labs http://kl.am/social1

Radian 6 http://kl.am/social2

Alterian SM2 (formerly Techrigy) http://kl.am/social3

Social Mention http://kl.am/social4

Social Monitoring Tools cont.

Collective Intellect http://kl.am/social5

BrandsEye http://kl.am/social6

Trackur http://kl.am/social7

Trendrr http://kl.am/social8

Social Monitoring Tools cont.

Spark http://kl.am/social9

MAP by Sysomos http://kl.am/social10

Attentio http://kl.am/social11

DNA 13 http://kl.am/social12

Social Monitoring Tools cont. uberVU

http://kl.am/social13 Viralheat

http://kl.am/social14 RockDex

http://kl.am/social15 BlogPulse

http://kl.am/social16 PostRank

http://kl.am/social17

Configuration Tips

Setup separate searches for: Brand mentions Product mentions Events Promotions Competitors Product launches

Setting Up Your Analytics Action PlanPart 5: Reporting

Respect your efforts, respect yourself. Self-

respect leads to self-discipline.

When you have both firmly under your belt, that’s

real power.

Insights

General Insights KPI metrics, trends & analysis Special event analysis (e.g. product

launch) Month over month growth Correlations (store traffic, mentions,

etc.)

What Customers/Management Want to See

How you can prove correlations Which efforts have the greatest

impact Customer/visitor actions taken Persona growth metrics Customer quotes Competitor insights

Taking it One Step Further How are we changing our social strategy

based on these metrics? Should we be adjusting our strategy to

conform to the platform’s gender balance? What new strategies can we implement

based on the data we have? Are we engaging at the right level? What is the appropriate effort level to

maximize results?

Sometimes if you want to see a change for the

better, you have to take things into your own

hands.

Thank You!

Download the presentation at: http://kl.am/clint

Taylor Pratt@RavenPratthttp://raventools.comhttp://facebook.com/raventools