using social media analytics - social media week dubai march 2017
TRANSCRIPT
U s i n g S o c i a l
MMMMM MMMMMMMMM
Umar Khan Digital Marketing
MMMMMMM MM MMM MMMMMMMMMs
MMMM MMMMModerator & Community Catalyst at Inbound.Org(World’s Largest Inbound Marketing Community of over 170,000 marketers)
Columnist at:
Topics We’ll Cover
• What is Social Media?
• 6 Questions for Effective Social Media Strategy
• Importance of Social Media Analytics
What is Social Media?
“Websites and applications that enable users to create and share content or to participate in social networking.”
Major Social Media Channels
Why is Social Media Important for Business???
Social Media is about tearing down the artificial walls between customers and the
individuals who work at companies
@MUmar_Khan
Why do you use Social Media?
Customer Service
Traffic
LeadGeneration
BrandingRetention
Thought Leadership
Before Social Media
After Social Media
Let’s Start
First decide what you want to achieve...
Set Goals and Objectives
Listen to what is already happening
Do Competitor and Consumer research
Decide which social media is for you
Personalize Your Social Media Brand
Social Media Tools
•Buffer
•Buffer•HootSuite
•Buffer•HootSuite•Mention
•Buffer•HootSuite•Mention•Twitonomy
•Buffer•HootSuite•Mention•Twitonomy•Sprout Social
•Buffer•HootSuite•Mention•Twitonomy•Sprout Social•Lithium
•Buffer•HootSuite•Mention•Twitonomy•Sprout Social•Lithium•Buzz Sumo
• Buffer• HootSuite• Mention• Twitonomy• Sprout Social• Lithium• Buzz Sumo
Social Etiquette
BE HELPFUL
AVOID blatant self promotion – noone likes arrogance!
Share interesting info that willEnlighten/engage your audience
Promote others to build connections
Promote others to build connections
6 Questions for effectivesocial media strategy
Undoubtedly,most companies
shouldhav
easocia
lmediapresenc
etoday.
So,
let’s
assume
you’reof
part
of the
95%companie
sout
there.
Because
You want
todoit.
YouYou
want to do it.need
todoit.
YouYouYou
wantneed don’t
to do it.todoit.know
where
tostart.
I’mgoing
toshare
with
yousixquestion
sthat
will
helpdriv
eyour
social
mediastrateg
y.
these
aren’t
easyquestion
s
but
if you
can
answer
them,you
rsocial
media
plan
willbecom
eself-evident.
okay,
here
we
go.
Canthis
you
answerquestion
?“Only
we…”
This
is the
most
difficult
taskin busines
s.
It forces
you
tofigure
out
why
you’re
distinctive
It forces
you
tofigure
out
whywhy
you’re
distinctivecustome
rslove
you
It forces
you
tofigure
out
whywhy and
you’re
distinctivecustome
rsloveinto
youthe
how
you fitmarketplac
e.
So
why
doyour
customerskee
pcoming
back?
because
theyloveyou?
they
emotionally
relate
toyou?
or they
haveno othe
rchoice?
If you
knowready
your
“Only
we”,you’r
etomov
eonto
Question
#2.
Can
our
culturenurtur
e&sustai
nasocia
lmediatransformatio
n?
Budget,
content
&vision
willnotdetermin
eyour
success
Budget,
content
&vision
willnotdetermin
eyour
successif yo
udon’t
have
acompanycultur
etosustai
n&nurtur
ethis
change.
Is your
companyprepare
dtopublish
?
Takethe
heat
of negativecomments
?
Entertain?
Inform?
Are
we
aconversational
brand?
…or
could
we
be?
Here
is the
business
case
forFaceboo
k.Just on
esentence.
Here
is the
business
case
forFaceboo
k.Just on
esentence.
“Come
waste
time
with
me.”
and
this.
The Official Grumpy CetL !d o<
IGn..impyCathas nearly reached the piMacle of herlife, her terrible twos' And to no surprise, she thinks it's going to be the grumpiest ye& yet. To celebrate her2nd birthday, Friskies Party Mix is issuing the#1 MMGrumpyFrowns Challenge to encourage everyone to lake a picture 'With their cat and try tomodel the famous ~Grumpy• frown. By participating,each person will have the chance to win the Grand Prize of attending Grumpy Cat's Birthday Party hosted by Friskies Party Mix in New York City on April 29.See how the party planning is going so farhttpllbil.ly/Gcatbd
u te Ct 1mmem Snare
~ 23,959 people like nus
[;I 2.873 shares
Nathadon SrMcha
Top comments·
{} Wn1e a comn n1
and this.
So
why
would
they
payattentio
ntoyou
?
So
why
would
they
payattentio
ntoyou
?If you’r
enotalread
ya
conversational
brand,
does
itmake
sense
tobecome
one?
Itworked
for this
guy.
' ~Blen<ltcc
00[101
BI end tee_
It worked for this guy
Itworked
for this
guy.
' ~Blen<ltcc
00[101
BI end tee_
It worked for this guy
300 million YouTube views, 900,000 subscribers and counting…
Can
it work
for
yourcompany
?
Can
it work
for
yourcompany
?You’ll
have
toweigh
the
riskan
dthe investment
before
youjum
pin Blend-
Tecstyle.
Where
are
ourcustome
rsand
competitors?
This
seems
like
such
abasicquestio
nbut
it isoftenoverlooke
d.
This
seems
like
such
abasicquestio
nbut
it isoftenoverlooke
d.Doing
just
a little
marketresearc
hcan
be
very
revealing.
Study
yourcompetitors
then
ask
yourselfthi
squestion.
How canyoustan
dout?
What
isour
sourceofric
hcontent?
You have
todo more
thantwee
tnow
and
then
andupdat
eyour
company’sLinkedI
npage.
You need
asource
ofrichconten
ttofue
lyour
socialmedi
apresence.
Youneed
asource
ofrichconten
ttofue
lyour
socialmedi
apresence.
Something
that
provides
realvalu
etoyou
rcustomers.
What’s
your fuelsource
?
Blogs
Podcasts
Video
Whatever
you
choose,
make
it
Whatever
you
choose,
make
it
in-depth
Whatever
you
choose,
make
it
in-depthsearchable
Whatever
you
choose,
make
it
in-depthsearchable quotable
Whatever
you
choose,
make
it
in-depthsearchable quotableand
evergreen.
What
does
successloo
klike?
Many
companies
fail
toseemedia
results
from
their
socialactivity
.
Conversations?
Sure.
But
here’s
the
thing.
Engagement
isnotastrateg
y.
Nomatter
how muchth
e“gurus”
about
squawkit.
Instead,
set
expectations
andmetric
sahead
of time.
Instead,
set
expectations
andmetric
sahead
of time.
Then
ask
yourself
this…
Are
those
expectations…
realistic?
Are
those
expectations…
realistic?achievable?
Are
those
expectations…
realistic?achievable?focused?
Okay,
now
take
adeep
breath.
Let’s
Recap
6 Questions for effective
socialmedi
astrategy
6 Questions
Can you answer the question “Only we…”?
6 Questions
Can our culture nurture & sustain a social media transformation?
6 Questions
Are we are a conversational brand? Or could we be?
6 Questions
Where are our customers and competitors?
6 Questions
What is our sources of rich content?
6 Questions
What does success look like?
That’s
a lottothink
about……
Social Media MMMMMMMMM
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time!
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Steps for Measurement on Any Social Channel
Identify the Audience
@MUmar_Khan
Understand Your Goals
Channel Specific Metrics
@MUmar_Khan
Tools for Channel Measurement
@MUmar_Khan
Number of monthly active Facebook users worldwide as of 4th quarter 2016statista.com
Facebook Audience 1.86 billion monthly active users
Facebook Content Types
@MUmar_Khan
Social Litmus Test :
Does Your Goal Work Here?
@MUmar_Khan
Facebook Metrics
01Page Likes 02
Post Reach 03Engagement: Reactions, Shares,
comments
04Impression & Clicks 05
Hide/Report Spam, Unlikes 06Post Types
07Video Views 08
30 second ++ views 09FB Referral Traffic & Bounce Rate
@MUmar_Khan
FB Measurement Tools
• Facebook Insights
• Sumall•Agora Pulse
@MUmar_Khan
Facebook Audience Insights
Facebook Audience Insights
Facebook Audience Insights
Number of monthly active Twitter users worldwide from 1st quarter 2010 to 4th quarter 2016statista.com
Twitter Audience
Twitter Content Types
@MUmar_Khan
Social Litmus Test :
Does Your Goal Work Here?
@MUmar_Khan
@MUmar_Khan
Twitter Metrics
01Followers 02
Tweet Reach 03Engagement: Mentions,
Retweets, Likes
04Tweet Clicks 05
Engagement Rate 06Top Tweet, Top Mention, Top Follower, Top Media Tweet
07Video Views 08
Completion rate 09Twitter referral traffic & bounce
rate
Twitter Analyticsanalytics.twitter.com
Twitter Analyticsanalytics.twitter.com
Twitter Measurement Tools
• Twitter Analytics• Followerwonk• Buffer• TweetReach
@MUmar_Khan
Numbers of LinkedIn members from 1st quarter 2009 to 3rd quarter 2016statista.com
LinkedIn Audience
467 million members
LinkedIn Content Types
@MUmar_Khan
Social Litmus Test :
Does Your Goal Work Here?
@MUmar_Khan
LinkedIn Metrics
01Followers 02
Impressions 03Interactions: Like, Shares, Comments, Followers Acquired
04Update Clicks 05
LinkedIn Referral Traffic 06Post Types
07Page Views, Unique Visitors 08
Engagement Rate 09Follower Demographics
@MUmar_Khan
LinkedIn Analytics
LinkedIn Measurement Tools
• LinkedIn Analytics• Sprout Social• Simply Measured• Qunitly
@MUmar_Khan
YouTube Audience
• Total number of people who use YouTube – 1.3 Billion
• Number of videos viewed on YouTube everyday – 4.9 Billion
• Number of unique visits to YouTube every month - 900 Million
YouTube Analytics
Check Analytics for each video
At the end……….
Reports to look out
Traffic by Social Channel
Where to find this report:Acquisition > Social > Network Referrals
Social Media Traffic
Where to find this report:Acquisition > All Traffic > Channels
Landing Pages
Where to find this report:Acquisition > Social > Landing Pages
Conversions
Where to find this report:Acquisition > Social > Conversions
Thank You!!