social analytics - pubcon new orleans - alan k'necht & adam proehl

Social Media Measurements

Presented by:Alan K’necht & Adam Proehl

@aknecht @adamproehl

• The ones that matter• Why they matter• How to get at them

About Us

Alan K’necht • Working with the Internet since 1994• Started with Digital Analytics in 1995• Also been a:

– Web developer– Analyst– SEO/Social Media

• Teach Digital Analytics for USF Online• Published 1st book in 2010• Founding Partner at Digital Always Media

@aknecht

About Us

Adam Proehl • In Digital Marketing since 1998

• Specialize in complex & multi-channel sales

• Principle at NordicClick Interactive – a Digital Marketing Agency based in Minneapolis

• Instructor at the Online Marketing Institute & University of San Francisco

@adamproehl


10 Most Frequently Asked Questions about Measuring Social Media

Why Top 10?


Works for Blogs


Works for Letterman


Got 10 Fingers


And……We’re kinda Lazy


Q1: What Social Measurement figure do you see being reported that is TOTAL BS?

……….And Why

@adamproehl

Image Credit: 12160.info

Q1: What Social Measurement figure do you see being reported that is TOTAL BS?

•Number of Followers•Number of Likes•Number of Comments•Number of Posts•Reach•Sentiment

@aknecht

Social Analytics in Perspective

• Followers/Fans/Likes are to social media what Hits were to web analytics

@aknecht

Social Analytics in Perspective

• Brands that only focus on Twitter/Pinterest/Instragram follower counts & Facebook likes are missing the point of social marketing

• They’re measuring the wrong thing and wasting money!

@aknecht

State of Social Analytics

• Similar spot as web analytics circa 1999– Measuring followers, fans, etc.– Counting likes, shares, etc.

@aknecht

@adamproehl

Q2: How can I tell if people actually give a crap about our stuff?

Photo Credit: sodahead.com

Token cat photo

Consult Journalism 101

@adamproehl

Measurements that Matter

Tool:

Shared Count

www.sharedcount.com

Example:

@adamproehl

Tool:

Muckrack.com/whoshared

Example:

@adamproehl

Topsy.com/links

Example:

@adamproehl

Example:

@adamproehl

• Reviews

• Tips

• Suggestions

Fried gator!

Are people actually clicking and reading the link?

Photo Credit: Sodahead

You know, the reason you shared it to begin with?

@adamproehl

Free Tool: bitly

bit.ly

@aknecht

• Realtime Analytics

• Key Metrics

@aknecht

bitly

@aknecht

bitly

Q2 – Who Cares?Measuring Success

• Twitter/G+: Number of RTs or shares per Tweet/Post

• Blogs: – Avg Number of comments/post– Avg number of shares/post

• Pinterest– Avg Number of comments/post– Avg number of shares/post

@aknecht

Q2 – Who Cares?Measuring Success

• Facebook: Likes, shares, and comments on a post

• Instagram: – Avg Number of comments/post– Avg number of likes/post

• FourSquare– Frequency of check ins– Comments & likes on check ins

@aknecht

Q2 – Who Cares?True Engagement Metrics

Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz)

• Conversion Rate• Comments/Replies

• Applause Rate• Favs/Likes/+

• Amplification Rate• Shares/RT/Clicks

@adamproehlbit.ly/1hfdfbr

@adamproehl

Q3: The C-Level – What are some must have’s in a social media report?

“Treat the C-level the same as you would an 8 year old: Pretty pictures and simple numbers”

- Alan K’necht

Q3: The C-Level – What do you report?

@aknecht

The C-Suite just like kids:• They Talk in TLAs

@aknecht

The C-Suite just like kids:• They Talk in TLAs

• CFO• CMO• CTO• ROI• CPA• MBO

• Don’t use your SEO acronyms or jargon!

@aknecht

C-Level Reporting:

Short Term: Volume, Mood, PR successes & problems

Long Term: Social’s impact over sales – not easily attributable


@aknecht

Draw Them A Treasure Map

@aknecht

Example:

&

@aknecht


ALWAYS tie back to a company goal

@adamproehl

• What’s public?

• Semi public?

• How is the C-level measured?

@aknecht

Q4: What is the measurement/signal that brands forget to think about?

Impact on retail

(social awareness at a retail level)

@adamproehl


Branded Keyword Queries

Direct site traffic

………..unless you just get yours by magic


@adamproehl

@adamproehl

Q5: What are some useful, AND reliable tools for measurement?

Best Combination of Tools

@adamproehl

First, Ask Yourself:

• What am I trying to learn?

• How will this tool help my business?

@adamproehl

Also…….

• Where do you need to go with it?

• How fast do you need to get there?

• Do you care how it looks?

@adamproehl

@adamproehl

What do you really need?

Nothing wrong with top tier tools

but...

@adamproehl

What are you doing with what you have?

@adamproehl

Token 80’s icon photo

What you already have:Example: Facebook Analytics

@adamproehl

Example: YouTube Analytics

• Segmented Stats

• Video Interactions

• Source Data

What you already have:

@adamproehl

Pinterest Source

www.pinterest.com/source/URL

Betty Crocker Example


@adamproehl

Check Ins (Foursquare & Facebook)


@adamproehl


Share Counts

@aknecht

Twitter Apps

TweetdeckHootsuiteCrowdboaster


@aknecht

Social Mention

www.socialmention.com

Tools: What’s Free

@aknecht

Tool: Tweriod, Followerwonk

Simple: When is the best time to tweet to your followers?

@aknecht

Tools: What’s Free

@aknecht

Q6: How can you use social to influence search?

@aknecht


6a: (answered with a question)

“Search is highly dependent on one over riding component, which is __________________?”


…..Some level of awareness

@adamproehl

@adamproehl


Example:

What is this?

Trademarked Terms

Trademarked Terms

Category Term

Category Term

@adamproehl

Example: Toyota


@aknecht

@aknecht


6b:

“What about Links?

Will social help me there?”

YES!Great stuff to share

+The right audience-----------------------------------------

= Natural links (The best kind)

@aknecht

And…..NO!

@adamproehl

Page likes won’t help with the algorithm

If no one else cares about your stuff….

….then don’t expect the search engines to, either.

Food for Thought

@adamproehl

@adamproehl

Understand Causation vs. Correlation

If it rains, you use an umbrella

@adamproehl

Understand Causation vs. Correlation

Using an umbrella doesn’t mean it’s raining

@aknecht

Q7: Example of a big brand doing it right?

Their most important tools

@aknecht

@aknecht

Q8: Example of a small brand doing it right?

@adamproehl

Q8: Example of a small(er) brand doing it right?

• Pinterest Promotion• Measured pins• Crowdsourced a new blend inspiration• “Real Life Board” at Mall

Credit: Colle+McVoy Agency

@adamproehl

Q9: How do I tie sales & revenue back to social activity?

• How do you value a cocktail party?

@adamproehl

Q9: How do I tie sales & revenue back to social activity?

Sales/Revenue: Low instant gratification signals (usually)

Customer Service High instant gratification signals

@adamproehl

Q10: Why can’t I use junior interns to manage my social media?

…..Seriously

• They might have 5K friends on FB

@adamproehl

• But haven’t used it for:

– Business Marketing– Promoting others– Customer Service

@aknecht

A10: #OUCH!

@aknecht

A10: Alan’s Mayor:

Was it the crack smoking?

Drunken stupor?

or

The intern?

You decide…


Bonus: Final Thought

ONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts


Success measurement might equal no more than one of these

Bonus: Final Thought #2

Social Analytics = The ultimate actionable

data


Bonus: Final Thought #3

Social Analytics:

Don’t wait for the dashboard to take action – you may be too late!


Thank You

Alan K’necht [email protected] @aknecht

Adam Proehl [email protected]@adamproehl