Demystifying Social Media Analytics
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The document provides an overview of social media analytics, focusing on tools such as Google Analytics, Facebook Insights, and YouTube Insights to measure engagement and effectiveness. It emphasizes the importance of setting strategic communication goals, understanding audience metrics, and utilizing metrics for better decision-making in digital engagement. The author, Debra Askanase, encourages organizations to invest in training and to implement a structured approach to sharing analytics internally.
Demystifying Social Media Analytics
- 1. DEMYSTIFYING SOCIAL MEDIA ANALYTICS Debra Askanase Principal & Engagement Strategist CWE & Harvard iLab December 4, 2013
- 2. ABOUT DEBRA ASKANASE debra@communityorganizer20.com Twitter: @askdebra Digital Engagement Strategist Former business consultant, executive director, program manager, and community organizer
- 3. TODAY’S WORKING AGENDA Overview: Defining specific goals A tour of important analytics and metrics: • Google Analytics • Facebook Insights • YouTube Insights Tools for social media management
- 4. WHAT YOU NEED TO KNOW TO BE A BETTER COMMUNICATOR IS WAITING TO BE FOUND
- 5. 2012 Nonprofit Social Networking Benchmark Report MEASUREMENT REQUIRES STRATEGY FIRST
- 7. 1. 10 new purchase inquiries from new geographic areas (NYC, Hartford) a month Google Analytics: referral visits to website from social media channels, form completions 2. 10% higher enrollment by Dec. 31 and Feb. 1 than prior year Measure success of social media campaign, GA referral visits from social media to registration 3. Increased engagement from existing network Deeper engagement on social media channels, test success of social media campaign, referral mentioned at purchase, GA referral visits to registration site Measurement: Measurement: Measurement: SMART COMMUNICATION GOALS
- 8. EVERY SITE HAS ITS OWN DATA FINDER
- 9. TWITTER Reach, Engagement, Mentions, Followers https://analytics.twitter.com/accounts
- 11. FACEBOOK Reach, Engagement, Location, Demographics
- 12. PINTEREST (BUSINESS) Reach, Repins, Clicks, Website visits
- 13. LINKEDIN (COMPANY PAGE) Reach, Engagement, Clicks, Demographics
- 14. WEBSITE Reach, Segmentation, Referrals, Demographics, Site Behavior, Content interest, & more analytics.google.com
- 16. BUILD EVERYTHING TOWARDS YOUR GOALS YOUR GOALS Your website content Their social activities Your social channels
- 17. YOUR GOALS MIGHT BE… Sales Awareness/Share of voice Memberships Lead generation
- 18. ALWAYS MEASURE • Reach • Engagement • Content optimization • Who is engaging • Does it move people to act?
- 20. YOUR TURN What are the questions that you need social or website data to answer?
- 24. GOOGLE ANALYTICS BASICS • Audience (who are they) • Acquisition (all traffic and referrals) • Behavior (site content consumption) • Conversions (e-commerce, goals, funnels)
- 25. HOW ENGAGED?
- 26. WHERE ARE THEY COMING FROM?
- 27. SPECIFIC SOURCE
- 31. HOW ARE THEY USING THE SITE?
- 33. SET UP TRAFFIC SPIKE ALERTS
- 34. YOU FIND ALERTS UNDER “GOALS”
- 35. AND SEE THEM UNDER “INTELLIGENCE”
- 36. TRACK “CALLS TO ACTION” = SETTING UP GA GOALS
- 37. ARE THEY DOING THOSE THINGS?
- 39. THIS IS JUST THE BEGINNING! Geography/Language Targeting AdWords Real-time statistics Benchmarking Google Traffic Alerts In-page analytics …and so much more! 39
- 40. GOOGLE ANALYTICS IS FREE BUT EMPLOYEE TIME IS NOT 40 …invest in training or external guidance!
- 41. FACEBOOK PAGE* INSIGHTS: A TOUR *only Pages have Insights, Facebook Groups do not
- 45. FACEBOOK INSIGHTS • Reach • Engagement • Content optimization • Who is engaging • Does it move people to act
- 48. ANATOMY OF A PAID “PAGE LIKE” ADVERTISING CAMPAIGN
- 49. THE LIKE AD CAMPAIGN AND REACH
- 50. WHAT CONTENT RESONATES? CASE STUDY
- 51. Digging deeper …
- 52. …and deeper still into content popularity/reach
- 53. LET’S TAKE A TOUR http://www.flickr.com/photos/theqspeaks/4887379358/sizes/z/in/photostream/
- 54. LET’S DIG INTO A CASE
- 56. YOUTUBE IS EQUAL TO GOOGLE SEARCH 95% of Americans use Google Search 95% of Americans use YouTube Search 46.8% browse YouTube several times daily http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web- content
- 57. 6 KEY YOUTUBE INSIGHTS Views: Filter by video, top videos, time watched Subscribers Shares: Which videos are compelling Discovery Playback Locations & Traffic Sources: Where viewers are coming from Traffic: Analyze traffic by video (no screenshots) Demographics: Overall and by specific video
- 59. VIEWS AND TOP VIDEOS
- 61. DISCOVERY & PLAYBACK LOCATION (1)
- 62. DISCOVERY & PLAYBACK LOCATION (2)
- 65. SHARING IS CARING Internal discussions: 1. Who needs to be aware of this information immediately, to act on it? 2. Who else should be aware of this information? 3. How will you make it available to both sets of colleagues internally? 4. When will you regularly discuss this? 5. What intentional knowledge-sharing structure needs to be put in place?
- 67. PUTTING IT ALL TOGETHER: DIY DASHBOARDS Pay attention to what really matters
- 68. METRICS: Bit.ly clicks AddThis Rowfeeder Google Analytics Metric.ly http://www.flickr.com/photos/70099148@N00/145269819/ DIY METRICS RESOURCES
- 69. Is the Conversation Compelling? bit.ly
- 70. PAGE SHARING ANALYTICS FROM ADDTHIS.COM
- 74. Find online at http://bit.ly/SMARTgoa ltracking A downloadable metrics dashboard for you to customize
- 75. MANAGING CONTENT Hootsuite: multiple platforms TweetDeck: all-Twitter Curalate: post to Instagram & Pinterest Bufferapp: post to anywhere, whenever SocialOomph: Twitter management Facebook: schedule posts SproutSocial: manage, monitor, post metrics
- 76. TRY IT, COME ON IN! THE WATER’S JUST RIGHT…
- 78. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linkedin.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
Editor's Notes
- #5: http://www.flickr.com/photos/27250406@N03/9404716806/
- #7: http://www.web-strategist.com/blog/category/social-media-measurement/
- #9: http://www.flickr.com/photos/29131777@N03/8288766013/
- #16: http://www.flickr.com/photos/87919923@N00/346563918/
- #18: http://www.flickr.com/photos/55738177@N00/141616404/
- #41: Training providers: FREE: Google Analytics Help, LunaMetrics
- #43: Resource: http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
- #48: Promoted posts Promote to fans Promote what is already soaring Think about your goals
- #65: http://www.flickr.com/photos/opensourceway/4370250237/sizes/m/in/photostream/
- #77: http://www.flickr.com/photos/73344134@N00/2294162833/
- #78: http://www.flickr.com/photos/83346641@N00/3578775702/