metrics & analytics
TRANSCRIPT
Metrics & Analytics
#CRE8Camber Noren
Jeff TaylorChris Kuhatschek
Richard Bartell
Metrics & Analytics Defined
• Helps companies measure, assess, and explain the performance of social media initiatives in the context of specific business objectives
• Ability to capture conversations and brand mentions } Most valuable information
to companies
Metrics & Analytics in Social Media
• In 2009
• What is the Value???
• Monitoring data
10 Traits to Measure
• Social Media Leads• Engagement Duration• Bounce Rate • Membership Increase and active network size • Activity ratio • Conversation • Brand mentions in Social Media• Loyalty • Virality • Blog Intergration
• Brand Overview- posts, trends, demographics • Sentiment Analysis- attitudes toward your brand
• Influence Analysis- identify influential people in your
brand's industry • Competitive Analysis- analyze conversations about a
competitor • Engagement Analysis- gauge your engagement around
the web
Pros:• Interactive features• Know who's talking about
you and where• Listen• Measure• Engage• Currently hiring!
Cons:• Cost $600/month• Website can be
overwhelming
How To
• go to an analytics website (such as hootsuite)• select analytics, and create a new report
How To
• next you can select what type of template you want to use• Template choices include:
o Proposal Reporto Ow.ly Click Summaryo Facebook Insightso Custom reports
(all reports are completelycustomizable within the hootsuite analytics builder)
How Tosample owl.ly click reportreport stats:
o Clicks by regiono Summary Statso Top Referrerso Most popular links
Any of these stats can be added to, or removed from the report
How To
Measuring the Impact of Facebok
Analytic Measuring Tools:
www.klout.com www.twitalyzer.com
Analytics Updates• Completely customizable new analytic dashboard• Multiple widgets; 4 main types are Metric, Pie Chart,
Timeline, & Table• You can have up to 20 widgets per profile, all of which could
be deleted, moved around, and edited
http://bit.ly/f4wdUT
What's Next?
• Currently no single vendor that can effectively measure all aspects of social media
• Most businesses use multiple tools for capturing, analyzing
and interpreting their social buzz • Bad News: This is not expected to change anytime soon
• Good News: Social media monitoring tools are improving
every day and so are the capabilities of vendors to capture insights
Conclusion Questions
• New field with room to grow
• All (or most) businesses are still learning how to measure their impact
• Currently, a combination of analytical tools works best