Social Media Analytics: Purpose, Process and Pitfalls
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Transcript of Social Media Analytics: Purpose, Process and Pitfalls
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Social MediaAnalytics.
Muhammad Karim, 2014
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What Does Social Media Look like in the Middle East?
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1
23
45
The Hierarchy.
Source: Social Media Usage in the Middle East Report – Statistics and Trends
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Other Pertinent Facts…
1. 68% of users between 18-34
2. 65% male, 35% female
3. Most Important Topics …a. Entertainment
b. Community Issues
c. Sports
d. Politics
e. Religion
Source: Social Media Usage in the Middle East Report – Statistics and Trends
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“Cat: Where are you going?
Alice: Which way should I go?
Cat: That depends on where you are going.
Alice: I don’t know.
Cat: Then it doesn’t matter which way you go.”
― Lewis Carroll, Alice in Wonderland
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“If we can’t express our objectives and
methodology quantitatively, we
have zero chance of selling our ideas”
– Dave Evans, ClickZ network
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What Does Success Look Like?
Money.
Trust.
Love.
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How Do We Measure Success?
SEE SAYFEEL
DO> >
Source: www.fenton.com/resources/see-say-feel-do/
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
The Process.
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
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Followers / Fans
Engagement
Timing
CTR’s
Influence
Sentiment
Conversation Drivers
Quantitative Qualitative
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Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
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Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
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Total Circle Followers
Post Engagement
Actions / Post - +1’s, Shares, Comments
Total Public Shares
Total +1’s for a Page
Search Metrics
Comments, Sentiment
Conversions from Google + Traffic
Click Throughs from Google +
Source: http://www.jeffalytics.com/measuring-google-plus/
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Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
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Ask yourself these questions
• How confident are you that your tool will measure your metrics and gauge your success?
• Is it well reviewed/renowned in the industry?
• How good are they with your specific platforms?
• How good are they in your specific region?
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
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Bread and Butter
Day to Day
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Metrics & KPIs
• Unique Visits• Impressions• Page Views• Media
Consumption
• Total Interactions• Fan
Photos/Videos• Post Quality
• External Links to Content & Discussion
• Total “Likes”• Subscribed “Likes”• Audience Profile as
Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
• Total Followers
• Retweets• Direct Messages• @Replies• Shared Content
• Inbound Links• External Coverage
• Extended Network/Influence of Followers
• Follower Profile as Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
• Share of Voice• # of Comments
Relative to Audience Size
• Inbound Links• Subscribers• External Coverage
• Audience Profile as Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
Blogger Engagement
• Total Media Consumption
• Total Interactions• Total Trackbacks
& Coverage of Activities
• Total Ongoing Engaged Subscribers to Content/Community
• Community Crossover
• Overall Sentiment• Total Shift in
SentimentOverall
Attention Engagement Authority Influence SentimentMeasurement
• # of Unique Visitor Check-ins
• # of Repeat Check-Ins
• # of Check-ins broadcast to Twitter or Facebook
• Audience Profile as Reflection of Target
• Positive/Negative/Neutral Commentary w/Check-ins
Foursquare/Geolocation
• Views• Subscribers
• Likes/Dislikes• Comments• FavoritesdReplies
• Inbound Links• External Coverage
• Subscribers• Demographic Insights• Audience Profile
• On-Message• Positive/Negative/
Neutral• Change Over Time
YouTube
• Traffic to Site• Unique Visitors
• # Page Views (Overall)
• # Page Views/User• Time Spent on Site
• Inbound links• Profile of Visitors as
Reflection of Target• Most Popular Search
Terms Search
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Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
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The Hard (and most Important)
Bit.
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SO WHAT?
WHY?
Look at the Data and Ask…
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AND THENMONITOR THE DATA…
AGAIN.
Then…. Optimise your content,
creative, whatever…
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Finally…
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More Interactions
More Tracking
Higher Expectations
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1. People Die…
2. Measuring Tools can’t take into account popular culture.• Lady Gaga Lady Dada
3. “Like” only lasts a second, many forget straight after.• Promotion-driven behaviour.
4. Public Information Only.
5. Some keywords are generic• Salt and Justin Bieber
Pitfalls and Problems
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Summary / Recap
1. Objectives and KPI’s drive everything you do. Get this right. Take the time.
2. You must follow a process.
3. Insights and Optimisation is where success Lies.
4. Be aware of your Audience, the Market and the Problems and Pitfalls.
5. It’s the RESULTS which matter most.