Social Analytics Suck

Why businesses struggle with social metrics and how you can use simple principles to track your progress.

Joe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe

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DISCLAIMER – I’M NO ANALYST

DISCLAIMER – I’M NO ANALYST

Show of Hands

The Pains of Analytics

Where to start

The right tools

The right tools

No time

Oh and here’s another thing

#SMW12

19,744

9854

Don’t get me started on sentiment

Don’t get me started on sentiment

Or influence for that matter

And businesses don’t feel it’s a top priority

But less assume it is actually important for a minute

Unstructured – SocialUnstructured – Social

What can you measure

Soft

InfluenceSentiment

IntentInterests

Commentary

Soft

InfluenceSentiment

IntentInterests

Commentary

Harder

VolumeLikes

TweetsFollowers

SharesResponseComments

Likes@

Clicks

Harder

VolumeLikes

TweetsFollowers

SharesResponseComments

Likes@

Clicks

Feel like its missing something?

• What’s happening in the real world• Or even what’s specifically happening

online– How is your social activity affecting your

bottom line

StructuredStructuredUnstructured – SocialUnstructured – Social

What can you measure

Soft

InfluenceSentiment

IntentInterests

Commentary

Soft

InfluenceSentiment

IntentInterests

Commentary

Harder

VolumeLikes

TweetsFollowers

SharesResponseComments

Likes@

Clicks

Harder

VolumeLikes

TweetsFollowers

SharesResponseComments

Likes@

Clicks

Hardest

TransactionalFinancial ROI

DemographicsName

Address

Hardest

TransactionalFinancial ROI

DemographicsName

Address

You need a strategy …

…and a Geoff

Decisions Decisions• What– Channels– Conversations– Traffic

• How– Tools– Bring the data together– Reports and insights

Start with a baseline

0

10

20

30

40

50

60

70

80

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Sales

Before social activity

After social activity

Pick your tools and stick with them

Map your measurement

Gross Views

Gross Connections

Audience engagements

Site Traffic

Sales

Some of the tools I use

Some of the tools I use

Some of the tools I use

Some of the tools I use

Some of the tools I use

Some of the tools I use

So now you have all those measurements?

Look at what happened here

0

10

20

30

40

50

60

70

80

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Sales

Gross Views

Gross Connections

AudienceEngagementsSite Traffic

Before social activity

After social activity

There are still some gaps

• Causation• Correlation• What about the real world

Special TFM&A offer20% off selected IDM training courses!

twitter.com/theidm

theidm.com/idmlinkedin

facebook.com/theidm

theidm.com/training

To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!

*Conditions apply

Thank You

Joe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe