NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

NY Data Stories Presents:I Need a Social Media Analytics Report. Now

What?

Presentation & Insights by:

Nef Araia - neftalem.h.araia@abc.com @nefaraia@cecipf@fishering@LElizaColon#NYDataStories

Outline

• Overview• Design• Tools• Examples

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Current Limitations• Offsite activity• Comparing datasets• Evolving user behavior• Artificial intelligence• Industry standardization

Framework

▫Theme Campaign performance Product launch

▫Insights Performance comparison

▫Metrics Conversions Revenue

▫Outcomes Full circle approach

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Defining Key Performance Indicators

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Sample Report

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Examples• Engagement

• Your Vote, Your Pic• Leads

• Obama ‘08 Texas Primary

Report Design

1. How does this project/product (directly or indirectly) serve the bottom line?

Extract statement of purpose from the business model

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Examples• Marketing

• Brand Health/Reach• PR

• Awareness/Sentiment

• Ops• Cost, Budget,

Revenue• Bus. Dev

• New Leads

Report Design

2. Who owns the project/product?

Knowing the consumer will influence what is measured and how frequently it is measured.

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Examples• Web Analytics

• Omniture• Real-Time Analytics

• Chartbeat• Social Analytics

• Facebook Insights

Report Design

3a. Tools Which tools are

available/applicable?3b. Capabilities

Of the available tools, which are able to extract the relevant KPIs?

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Popular Tools

PAID FREE• Omniture• Trendrr• Converseon• Gnip• Taykey• Webtrends• Radian6• Chartbeat

• Google Analytics• Twitter Advertiser

Analytics• Bit.ly• HootSuite• Raven• Facebook Insights• YouTube Analytics• Social Mention• Addictomatic• Topsy

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Perspective: Competing Paradigms

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Perspective: Overlapping Products

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Contact Info

•Nef Araia•neftalem.h.araia@abc.com

•@nefaraia

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Appendix

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Familiar Problems• YouTube comments• Twitter sentiment

•Changing Thought Leadership

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Which social platform is right for the objective?

• McDonald’s Audience Engagement – Marketing Campaign• Platform• Response

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Sample Report

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon