social analytics suck
DESCRIPTION
A recent survey from McKinsey Global showed that less than a quarter of the marketers they surveyed are using analytical tools to refine their decision-making processes, even though 39% have increased access to data and insights. Problem one, accessing the data, this is still on the increase, but problem two is the bigger challenge; businesses still struggle with measuring social success (or failure), this presentation uncovers some of the whys and provides some simple principles you can take without spending vast sums of money to track your social progressTRANSCRIPT
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