Analytics for Social Media
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The document is a social media checklist outlining key business objectives and metrics for enhancing brand awareness and customer engagement. It stresses the importance of understanding customer behavior on social media and includes various KPIs for measuring success. Additionally, it provides a list of tools for social media analytics and emphasizes the need for effective communication and honesty in collaborations.
![ Identify
your
business
objectives
(qualitative
metrics):
Increase
brand
awareness
Increase
brand
trust
Increase
interaction
with
customers
Increase
brand
loyalty
Sell
more
[your
service/product]
Better
understanding
of
user
behavior
To
facilitate
customer
support](https://image.slidesharecdn.com/pratttaylor-analyticsforsocialmedia-101018160148-phpapp02/85/Analytics-for-Social-Media-7-320.jpg)
Analytics for Social Media
- 1. Taylor Pratt Raven Internet Marketing Tools smx.raventools.com @RavenPratt
- 5. I used to be in the military. Used to do field work for the CIA. I’ve been to some horrible places. Seen some pretty terrible things. I don’t think I’ve ever been this scared in my life.
- 6. Start with a social media checklist
- 7. Identify your business objectives (qualitative metrics): Increase brand awareness Increase brand trust Increase interaction with customers Increase brand loyalty Sell more [your service/product] Better understanding of user behavior To facilitate customer support
- 8. What characteristics do you want associated with your brand? Great customer service Convenience Low prices Refreshing How much time and resources are you willing to invest?
- 9. 67% of Twitter users who become followers of a brand are more likely to buy that brands products1 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend2 74% of consumers are influenced on buying decisions by fellow socializers aftter soliciting input via social media3
- 10. Understand this, Taylor – I don’t work for you. You want my intel? Fine. But I’m doing this my way.
- 11. Listening – your parents were onto something How are your customers using social media? Where are they participating? Are they currently interacting with companies via social media? What are they already saying about you? What is their activity level on each social network?
- 12. Define KPIs specific to each business objective Increase brand awareness KPIs Share of voice Audience engagement Conversation reach
- 14. The following equation is taken from a Social Marketing Analytics whitepaper published by Web Analytics Demystified and Altimeter Group Download it at: http://bit.ly/pratt1
- 16. 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
- 17. Volume of consumer-‐ Interaction/ created buzz engagement rate Seasonality of buzz Number of interactions Rate of virality Store locator views Embeds/installs Registrations by Increases in searches channel Ranking improvements User-‐initiated views Demographics Attributes of tags
- 18. The key to successful social media measurement is asking questions Example: Are people sharing your content? How many shared a link to your content? How many links have been shared? How many people clicked through to it in a given time span What type of content is shared the most?
- 19. You tell me what you know or I promise you this will become very unpleasant.
- 20. Scout Labs http://bit.ly/pratt2 Radian 6 http://bit.ly/pratt3 Alterian SM2 (formerly Techrigy) http://bit.ly/pratt4 Social Mention http://bit.ly/pratt5
- 21. Collective Intellect http://bit.ly/pratt6 BrandsEye http://bit.ly/pratt7 Raven Tools http://bit.ly/pratt8 Trendrr http://bit.ly/pratt9
- 22. Spiral16 http://bit.ly/pratt10 MAP by Sysomos http://bit.ly/pratt11 Attentio http://bit.ly/pratt12 DNA 13 http://bit.ly/pratt13
- 23. uberVU http://bit.ly/pratt14 Viralheat http://bit.ly/pratt15 RockDex http://bit.ly/pratt16 BlogPulse http://bit.ly/pratt17 PostRank http://bit.ly/pratt18
- 24. Setup separate searches for: Brand mentions Product mentions Events Promotions Competitors Product launches
- 25. If you’re lying to me, I’m going to make this the worst day of your life, you understand me?
- 26. Taylor Pratt @RavenPratt smx.raventools.com http://facebook.com/raventools