Social Media Analytics & Measurements

1. Social Media Analytics & Measurements By: Group 5 Amanda Przybyl Eva Radcliffe Kaitlyn Norman Riley Meyer Sara Riggs

2. What is Social Media Analytics? Social Media Analytics: The approach of collecting data from social media sites and blogs, and evaluating that data to make business decisions • Most common use is to find customer attitude in order to support marketing and consumer service activities Objectives: • Increase revenue • Reduce customer service cost • Obtaining feedback on products/services • Improving public opinion TechTarget, 2017

3. Key Performance Indicators (KPIs) Key Performance Indicators: are a business metric for evaluating factors that are crucial to the success of an organization. • Ex: clicks, likes, comments, shares, etc. Purpose: • to focus attention on the tasks and process that management has determined are the most important for making progress towards the company's goals and targets • Often gauge abstract targets such as user experience or job ticket turnaround TechTarget, 2017

4. What Makes it Important to Marketers? • Social Media Analytics allow marketers to: • Track Campaigns • Analyze Brands • Follow Competitors • Increase customer care • Follow product launches and releases • Look at web engagements • Get ROI readings Marketing Profs, 2014

6. How it Benefits Social Media Marketing • Shows consumer metrics • - Views • - Listens • - Direct links • Shows lead-gen metrics • - Content Consumption → Leads • Shows sharing metrics • - Resonance • - Shares • Shows sales metrics • - Were $$ made?? Buffer Blog, 2017

8. Types of Social Media Metrics • Social Share of Voice • Engagement Duration • Bounce Rate • Conversion Rate • Amplification Rate • Leads Adweek 2010

9. When Are They Used? • Metrics used by ADV and PR firms: • Reach • Frequency • Engagement (clicks, likes, followers, brand mentions, profile visits, active followers) • Metrics used by the company: • ROI • Influence • Share of voice (competitors) • KPIs (Followers, comments, impressions, traffic data)

10. Types of Analytical Tools • Hootsuite • Google Analytics • Klout • Twitter Analytics

11. Hootsuite • Acts as a dashboard • Allows users to schedule and post updates on Social Media platforms • - Facebook • - Twitter • - Google+ • - Instagram • - WordPress • Tracks standard engagement numbers • Measures team’s performance Keyhole 2017

12. Hootsuite Dashboard Hootsuite, 2016

13. Companies that use Hootsuite • H&M • Tiffany & Co. • International Business Machines (IBM) Mashable, 2016

14. Google Analytics • One of the top choices for analyzing website traffic • Used to measure the value of traffic from social sites • Determines how visitors behave • Free version and paid version Keyhole 2017

15. Econsultancy, 2017

16. Business that use Google Analytics • NASA • ESPEN • Twitter • Barnes and Noble • Levi’s • Samsung Gill Solutions, 2017

17. Klout • Grades a user’s ability to engage and drive action • You can see which platforms are most influential • Helps you know how to successfully interact with your audience Keyhole, 2017

18. Flickr, 2017

19. Twitter Analytics • Tweet activity: • Measure engagement and learn how to make tweets successful • Followers: • Explore interests, location, and demographics of followers. • Twitter Cards: • Track how Twitter Cards drive clicks, app installs, and Retweets.

20. Convience&Convert, 2017

21. What Do Analytical Tools Measure/Analyze? • Volume • Size of the conversation about the brand • Reach • Measures spread of social media conversation • Engagement • The interaction between people and brands on networks • Influence • Measures who is talking about your brand and what kind of impact they have most controversial media metric

22. What Do Analytical Tools Measure/Analyze? • Bounce Rate: % of page visitors who leave your website after viewing one page. • Shows social return on investment by comparing to other web traffic. • Viewers from social network, direct visits, Google, paid advertising campaigns.

23. What Do Analytical Tools Measure/Analyze? • Social Share of Voice: measures what % of mentions within an industry are about your brand vs. what % is about competitors. • Shows if campaign is paying off.

24. What Do Analytical Tools Measure/Analyze? • Leads: potential conversions (anyone with the needs or interest to pursue a product or service). • Tied directly to revenue. • Proves Social Media’s value to business.

25. What Do Analytical Tools Measure/Analyze? • Amplification Rate: ratio of shares per post to the overall # of followers.

26. What Do Analytical Tools Measure/Analyze? • Applause Rate: ratio of likes per post to the # of overall followers.

27. What Do Analytical Tools Measure/Analyze? • Conversation Rate: Ratio of comments per post to the # of overall followers (or likes) you have.

28. What Do Analytical Tools Measure/Analyze?

29. Examples & Cases • Amazon: • Social Media Analytics allows major companies to interact and care more about their customers • Customers can post their questions or frustrations on Amazon’s Facebook or Twitter and the company quickly responds to offer assistance • On Twitter, it’s now possible to add products with an Amazon code to your Amazon cart by replying to the tweet with #AmazonCart • By creating these features Amazon can cater to their customers wants and needs Half a Bubble Out, 2014

30. Examples & Cases

31. Examples & Cases • Social Media Entrepreneurs: • People who created careers from social media like Youtube, Instagram, or Twitter use Social Media Analytics to analyze what their subscribers like to see, what kinds of posts have the most “likes”, their social share of voice and other measurements that are important to know to shape their careers. • These users would use mostly Klout and Twitter Analytics • Examples of Social Media Entrepreneurs: • Jenna Marbles (Youtube) • Huda Beauty (Youtube, Instagram) • Thomas Sanders (Vine, Twitter)