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May 8th, 2012 speaking event led by Nef Araia from ABC News hosted by Digital Marketing Association, organized by the NY Data Stories meet up group - explaining report design and identifying working frameworks for internal consultants.
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NY Data Stories Presents:I Need a Social Media Analytics Report. Now
What?
Presentation & Insights by:
Nef Araia - [email protected] @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•[email protected]
•@nefaraia
TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon
Appendix
TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon
Familiar Problems• YouTube comments• Twitter sentiment
•Changing Thought Leadership
TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon
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
