Social Analytics
Introduction to a Social Media Measurement Framework
Facebook Insights
Facebook Insights
www.facebook.com/insights
• Provides insights on FB page usage & content creation, mainly trending
• For page administrators or application owners
• Only for page with > 30 likes
• More possibilities for ver ified, authentic pages: per-post analytics
• Graph API or Insights FQL table
Facebook Insights
How to use it…
• Trending• Demographic analysis• Monitor page growth • Monitor audience engagement (page quality)
Do something and see what happens!
However...
Website Paradise Social Media Archipel
Marketing Strategy Reef
Why is it so hard?
Social Media Analytics
Traditional Web Analytics
Website behavior
Traffic acquisition
Outcomes
KPI’s
KPI’s
KPI’s
Web Analytics Tool
The challenges of social analytics
Your very cool campaign website
The challenges of social analytics
What?
How?
Why?
Why?
What?
How?
We need a framework
Corporate goals
Business objectives
Measures of success
Granular metrics
Build your own social media framework
Strategy
Management
Tactics
Build your own social media framework
Strategy
Management
Operational tactics
Business Objective
Business ObjectiveKPI
KPI
KPI
KPI
KPI
LIKESCOMMENT
SSHARES
MEN
TIO
NS
VIEWS
FANS
CLICKS
…
Why
What
How
A Base Model for Social Media Measurement
Source: Jeremiah Owyang, Altimeter Group, John Lovett, Web Analytics Demystified, 2010
= Brand mentions / Total mentions (Brand + Competitors)= Comments + Shares + Trackbacks / Total Views
= Total people participating / Total audience exposure = # active advocates 30 days / Total advocates
= Unique advocate’s influence / Total advocate influence= # advocacy driven conversions / Total advocacy traffic= # satisfactorily resolved issues / Total service issues= Total inquiry response time / Total # Service Inquiries= Customer feedback (A/B/C/..) / All customer feedback= # Specific topic mentions / All topic mentions
= # Pos, Neg, Neutr mentions / All topic mentions
= # Pos mentions, shares, conv / All mentions, shares, conv
You need to adapt the model to your own business!
Our more detailed model for social campaigns
Active A
dvocatesTW
EETS
COMMENTS
SHARES
MEN
TIO
NS
STREAM CTR
FANS
CONVERSION
S
…
FOSTER
DIALO
G
PROMOTE
ADVOCACYAW
AREN
ESS
ACTION ENGAGEMENT
AD
VO
CACY
Share
of V
oice
CPA
Rea
ch
Conversion Rate Audience Engagement
Ad
vocate
influ
ence
COST
VIEWS
BOUNCE
RATES
VIDEO PLAYS
RFA scoring
VSITORS
SUBSCRIPTIONS
BA
CK
TR
AC
KS
TIME ON PAGE
Communicating Engaging
Last Minutes Designer Shoes
2 social campaigns
• Create promo awareness• Boost online sales• Maximize natural spread
• Create brand advocates• Develop conversation• Online visibility share
Last Minutes Designer Shoes
2 social campaigns
• Create promo awareness• Boost online sales• Maximize natural spread
• Create brand advocates• Develop conversation• Online visibility share
ACTION
AWARENESS
ADVOCACY
ENGAGEMENT
ENGAGEMENT
ACTION
ADVOCACY AWARENESS
2 social campaigns
Active A
dvocatesTW
EETS
COMMENTS
SHARES
MEN
TIO
NS
STREAM CTR
FANS
CONVERSION
S
…
FOSTER
DIALO
G
PROMOTE
ADVOCACYAW
AREN
ESS
ACTION ENGAGEMENT
AD
VO
CACY
Share
of V
oice
CPA
Rea
ch
Conversion Rate Audience Engagement
Ad
vocate
influ
ence
COST
VIEWS
BOUNCE
RATES
VIDEO PLAYS
RFA scoring
VSITORS
SUBSCRIPTIONS
BA
CK
TR
AC
KS
TIME ON PAGE
Communicating Engaging
Last Minutes Designer Shoes
Last Minutes
Last Minutes Campaign
Business Objectives KPI’s Metrics Tools
Create promo awareness
Share of VoiceWebsite AcquisitionPage growth
Visits, Mentions, Entrances, Campaign referralsFans
Social Media Monitoring (SMM), web analyticsFacebook Insights
Boost online sales % Online SalesROITask Completion Rate
Conversion rates, sales, costs, revenu, actionsFacebook Referrals
Web analytics, campaign tools, …
Maximize natural spread
Conversation Reach Mentions, Shares, backtracks, likes
SMMFacebook InsightsWeb Analytics
ACTION
AWARENESS
ADVOCACY
ENGAGEMENT
Designer Shoes
Last Minutes Campaign
Business Objectives KPI’s Metrics Tools
Create brand advocates
% Active AdvocatesAdvocate growthAdvocate influence
Fans, members, activity units, returning visitors, …
Facebook InsightsSMM, Web Analytics,CRM tool
Develop conversation with target audience
Activity ScoreAudience EngagementTopic Trends
Comments, likes, trackbacks, mentions, time on page, bounce rates, …
SMM, platform specific tools, Web Analytics
Win online visibility share
Share of Voice Mentions SMM
ENGAGEMENT
ACTION
ADVOCACYAWARENESS
Dashboards rock!
The tools
Native Social Analytics Tools
Social Media Monitoring
Tools in Social Media Measurement
Web Analytics Vendors
Business Intelligence tools
Platform
Specific Tools
A native social analytics tool: PostRank
Tip: you don’t have to own the blog / website, ideal for
competitive analysis
Our advice on tool selection
Think about the why when going into vendor selection to avoid having to buy 25 programs.
Then again… don’t hesitate to experiment with small tools to avoid having to wait for 2 years on IT & procurement to buy the tool you need.
Web Analytics
Vendors
SMM BI - CRM Platform Specific Native Social
WebTrends
Adobe OMS
Nedstat
Alterian SM2
Attentio
Unica
SAS
SPSS
Facebook Insights
TweetStats
TwitterCounter
You Tube Insight
Google Alerts
PostRank Analytics
Unilyzer
HootSuite
MySpace AnalyticsGoogle
Analytics
Learnings
1. Take time to adapt a framework to your needs
2. Define your own KPI’s based on your business goals and integrate in a dashboard
3. Act on your KPI’s in short loops
4. Methodology before technology
5. It’s not exact science, you should accept that
Thank you!
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