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Social Media Analytics - How to gain real insights

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A practical review of how to use Google Analytics and other social media monitoring tools to review the success of your social media campaigns.

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Social Media Analytics - How to gain real insights

  1. 1. Digital Marketing Priorities 2016 Brought to you by: How to Gain Real Insights from Social Analytics Jon Quinton Agency Director Builtvisible Make your social media reporting more actionable, improving buy-in for future campaigns and always-on activities
  2. 2. SOCIAL ANALYTICS Learn to measure what you really care about Jon Quinton Agency Director jon@builtvisible.com @jonquinton1
  3. 3. What do we REALLY care about, and how can you measure that
  4. 4. Read ‘Cracking the Sales Management Code’
  5. 5. Keep it simple!
  6. 6. Often, it boils down to three questions
  7. 7. 1. How many people saw my content via social?
  8. 8. 2. How has social contributed to revenue?
  9. 9. 3. What should we prioritise next?
  10. 10. I’m going to show you how we answer those questions
  11. 11. 1. How many people saw my content via social?
  12. 12. How many people saw my content via social? 461 tweets
  13. 13. How many people saw my content via social? 332 tweets
  14. 14. How many people saw my content via social? Reached 782,681 People
  15. 15. How many people saw my content via social? Reached 799,005 People
  16. 16. How to calculate reach: Step 1: Get a Buzzsumo account, go to ‘Content Research’, and enter the content you’re interested in
  17. 17. How to calculate reach: Step 2: Click ‘view sharers’ and download the report. Then, repeat the process for every placement gained to see how many people you reached via Twitter.
  18. 18. Finding out why your content did well on social: Talkwalker’s virality map is awesome. Start unpicking ‘why’ a piece did well, so you can attempt to repeat next time round.
  19. 19. Assigning a value to your social impressions: Using Google’s Display Planner, it’s easy to assign a comparable value to your impressions. In this instance, 530,000 impressions on Twitter would have cost £887 via Display.
  20. 20. Assigning a value to your social impressions: And 3.6m impressions via Facebook would have cost £5,400 via CPM bidding on Google Display.
  21. 21. Understanding ‘who’ you’re reaching: For B2B, LinkedIn offers excellent insight into who you’re reaching by seniority, industry, job function and more.
  22. 22. Understanding ‘who’ you’re reaching: Twitter also offers excellent audience insights, from household income, to marital status, to buying habits
  23. 23. 2. How is social impacting my revenue?
  24. 24. First some context: Social typically acts as an ‘assist’ rather than a direct route to conversion Source: http://adwords.blogspot.co.uk/2013/04/the-customer-journey-to-online-purchase.html
  25. 25. First some context: Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html This great feature from Think with Google helps you see typical interactions by channel, by sector
  26. 26. Create custom reports in GA to track conversions by network: Creating custom reports in GA to see traffic and conversions via social is simple
  27. 27. Create custom reports in GA to track conversions by network: Here’s the problem!
  28. 28. How is social impacting my revenue? Any conversion reporting you do needs to reflect Social’s typical place in the mix. Assisted conversions are a must.
  29. 29. Conversion segments to track first interactions: Conversion segments for any goal completions that originated from a first interaction with social
  30. 30. How do I compare to my competitors?
  31. 31. How do I compare to my competitors? 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Ritz Carlton Kempinski Hyatt Four Seasons Reviewing total shares across brands. Buzzsumo let’s you export a report per brand, term or topic.
  32. 32. How do I compare to my competitors? 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Ritz Carlton Kempinski Hyatt Four Seasons facebook google twitter linkedin Pinterest Are there networks you’ve ignored?
  33. 33. Comparing sentiment by media type: Four Seasons Sentiment by media type Ritz Carlton Sentiment by media type Reviewing sentiment gives you a clearer idea of not just coverage, but the nature of the coverage you’re gaining Try: https://www.talkwalker.com
  34. 34. Comparing mentions, engagements and reach:
  35. 35. 3. Where should we focus future efforts?
  36. 36. Find what works – do more! Revisit all the data we’ve already looked at. If you’re having success with something – repeat!
  37. 37. B2B insights via LinkedIn ad builder: Using LinkedIn’s ad builder, we can see an audience size of 23,000 senior level mangers who work in travel & tourism, and are currently based in Italy
  38. 38. Top referrals from GA: Take your referral data from GA, and repeat the earlier process to find out where, and why, they are having success on social
  39. 39. Discovering what content worked well for your competitors: 0 500 1000 1500 2000 2500 3000 Four Seasons Wedding Ideas—An Intimate Wedding in… Four Seasons Four Seasons Hotel Firenze Four Seasons Kate Spade Wedding Shoes & Accessories Unforgettable Vacations at Four Seasons Four Seasons Cake Tasting The Best Places to Visit in Europe for Art, Music and Culture China by High-Speed Train Things to Do in Mumbai: Touring Markets and Landmarks Four Seasons Lauren Scruggs and Jason Kennedy’s Winter… Tokyo’s Best Whiskey Bars—Four Seasons Magazine 24 Riesling Wine Recommendations Four Seasons Istanbul Wedding at Four Seasons Bosphorus Four Seasons Palo Alto Wedding Venues at Four Seasons Palo Alto Four Seasons Destination Weddings – Thailand Weddings Best Beaches in the World—Four Seasons Magazine Renaissance Recipes: Fig and Walnut Stuffed Ravioli Four Seasons Wedding Ideas - Alternative Wedding Cake Ideas Around the World: Four Seasons Bora Bora Best Views in the World from Four Seasons Four Seasons Santa Barbara Destination Weddings
  40. 40. Discovering what content worked well for your competitors: 0 200 400 600 800 1000 1200 Unforgettable Vacations at Four Seasons The Best Travel Photography on Instagram 10 Lanai Resort Favorites John Legend Interview with Four Seasons Four Seasons Wedding Traditions Around the World: Gifts Sleep Well With Four Seasons Four Seasons European Heritage Luxury Flats in London The Four Seasons App
  41. 41. • Keep it simple – less is more! • Find the metrics that matter the most (reach, revenue, competitor share) • Always unpick the ‘why’ Key takeaways:
  42. 42. THANK YOU! Jon Quinton Agency Director jon@builtvisible.com @jonquinton1
  • kaykay186

    Nov. 18, 2016
  • michael.batistich

    Nov. 24, 2015
  • fu4k6pingu

    Nov. 19, 2015
  • izalmm

    Nov. 19, 2015

A practical review of how to use Google Analytics and other social media monitoring tools to review the success of your social media campaigns.

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