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Getting back to the basics of social media analytics. The things to keep in mind, A process to follow and the pitfalls and problems you may encounter.
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Social MediaAnalytics.
Muhammad Karim, 2014
What Does Social Media Look like in the Middle East?
1
23
45
The Hierarchy.
Source: Social Media Usage in the Middle East Report – Statistics and Trends
Other Pertinent Facts…
1. 68% of users between 18-34
2. 65% male, 35% female
3. Most Important Topics …a. Entertainment
b. Community Issues
c. Sports
d. Politics
e. Religion
Source: Social Media Usage in the Middle East Report – Statistics and Trends
“Cat: Where are you going?
Alice: Which way should I go?
Cat: That depends on where you are going.
Alice: I don’t know.
Cat: Then it doesn’t matter which way you go.”
― Lewis Carroll, Alice in Wonderland
“If we can’t express our objectives and
methodology quantitatively, we
have zero chance of selling our ideas”
– Dave Evans, ClickZ network
What Does Success Look Like?
Money.
Trust.
Love.
How Do We Measure Success?
SEE SAYFEEL
DO> >
Source: www.fenton.com/resources/see-say-feel-do/
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
The Process.
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
Followers / Fans
Engagement
Timing
CTR’s
Influence
Sentiment
Conversation Drivers
Quantitative Qualitative
Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
Total Circle Followers
Post Engagement
Actions / Post - +1’s, Shares, Comments
Total Public Shares
Total +1’s for a Page
Search Metrics
Comments, Sentiment
Conversions from Google + Traffic
Click Throughs from Google +
Source: http://www.jeffalytics.com/measuring-google-plus/
Source: Bansi Patel, Understanding Social Media Metrics and KPI’s
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
Ask yourself these questions
• How confident are you that your tool will measure your metrics and gauge your success?
• Is it well reviewed/renowned in the industry?
• How good are they with your specific platforms?
• How good are they in your specific region?
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
Bread and Butter
Day to Day
Metrics & KPIs
• Unique Visits• Impressions• Page Views• Media
Consumption
• Total Interactions• Fan
Photos/Videos• Post Quality
• External Links to Content & Discussion
• Total “Likes”• Subscribed “Likes”• Audience Profile as
Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
• Total Followers
• Retweets• Direct Messages• @Replies• Shared Content
• Inbound Links• External Coverage
• Extended Network/Influence of Followers
• Follower Profile as Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
• Share of Voice• # of Comments
Relative to Audience Size
• Inbound Links• Subscribers• External Coverage
• Audience Profile as Reflection of Target
• On-Message• Positive/Negative/
Neutral• Change Over Time
Blogger Engagement
• Total Media Consumption
• Total Interactions• Total Trackbacks
& Coverage of Activities
• Total Ongoing Engaged Subscribers to Content/Community
• Community Crossover
• Overall Sentiment• Total Shift in
SentimentOverall
Attention Engagement Authority Influence SentimentMeasurement
• # of Unique Visitor Check-ins
• # of Repeat Check-Ins
• # of Check-ins broadcast to Twitter or Facebook
• Audience Profile as Reflection of Target
• Positive/Negative/Neutral Commentary w/Check-ins
Foursquare/Geolocation
• Views• Subscribers
• Likes/Dislikes• Comments• FavoritesdReplies
• Inbound Links• External Coverage
• Subscribers• Demographic Insights• Audience Profile
• On-Message• Positive/Negative/
Neutral• Change Over Time
YouTube
• Traffic to Site• Unique Visitors
• # Page Views (Overall)
• # Page Views/User• Time Spent on Site
• Inbound links• Profile of Visitors as
Reflection of Target• Most Popular Search
Terms Search
Objectives
KPI’s / Metrics
Tools
DataMonitoring
Insights
Optimisation
The Hard (and most Important)
Bit.
SO WHAT?
WHY?
Look at the Data and Ask…
AND THENMONITOR THE DATA…
AGAIN.
Then…. Optimise your content,
creative, whatever…
Finally…
More Interactions
More Tracking
Higher Expectations
1. People Die…
2. Measuring Tools can’t take into account popular culture.• Lady Gaga Lady Dada
3. “Like” only lasts a second, many forget straight after.• Promotion-driven behaviour.
4. Public Information Only.
5. Some keywords are generic• Salt and Justin Bieber
Pitfalls and Problems
Summary / Recap
1. Objectives and KPI’s drive everything you do. Get this right. Take the time.
2. You must follow a process.
3. Insights and Optimisation is where success Lies.
4. Be aware of your Audience, the Market and the Problems and Pitfalls.
5. It’s the RESULTS which matter most.
