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!