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. 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. SOCIAL ANALYTICS Learn to measure what you really care about Jon Quinton Agency Director jon@builtvisible.com @jonquinton1
- 3. What do we REALLY care about, and how can you measure that
- 4. Read ‘Cracking the Sales Management Code’
- 6. Often, it boils down to three questions
- 7. 1. How many people saw my content via social?
- 8. 2. How has social contributed to revenue?
- 9. 3. What should we prioritise next?
- 10. I’m going to show you how we answer those questions
- 11. 1. How many people saw my content via social?
- 12. How many people saw my content via social? 461 tweets
- 13. How many people saw my content via social? 332 tweets
- 14. How many people saw my content via social? Reached 782,681 People
- 15. How many people saw my content via social? Reached 799,005 People
- 16. How to calculate reach: Step 1: Get a Buzzsumo account, go to ‘Content Research’, and enter the content you’re interested in
- 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. 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. 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. 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. Understanding ‘who’ you’re reaching: For B2B, LinkedIn offers excellent insight into who you’re reaching by seniority, industry, job function and more.
- 22. Understanding ‘who’ you’re reaching: Twitter also offers excellent audience insights, from household income, to marital status, to buying habits
- 23. 2. How is social impacting my revenue?
- 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. 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. 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. Create custom reports in GA to track conversions by network: Here’s the problem!
- 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. Conversion segments to track first interactions: Conversion segments for any goal completions that originated from a first interaction with social
- 30. How do I compare to my competitors?
- 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. 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. 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. Comparing mentions, engagements and reach:
- 35. 3. Where should we focus future efforts?
- 36. Find what works – do more! Revisit all the data we’ve already looked at. If you’re having success with something – repeat!
- 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. 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. 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. 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. • Keep it simple – less is more! • Find the metrics that matter the most (reach, revenue, competitor share) • Always unpick the ‘why’ Key takeaways:
- 42. THANK YOU! Jon Quinton Agency Director jon@builtvisible.com @jonquinton1
Notes de l'éditeur
- The beauty of social is not only gaining a quantitative view of success, but also a qualitative measure through an understanding of ‘who’ shared your content. Seniority – AKA, ‘Am I reaching decision makers or people with influence’?
- How well targeted is your social audience compared to other channels, how well does it fit your brands demographic? With insights such as these you should be able to clearly demonstrate your ability to reach the right people. That’s always going to be key in securing more investment.
- You need to understand that social typically sits very early in the buying cycle. Whilst it’s vital for attracting new customers in the ‘research’ phase, your reporting needs to reflect the fact that’s it’s not usually a direct click to transactions.
- This is pretty useful from Think with Google – see where interactions with Social sits in within your industry: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search. Change to a gif?
- Create custom reports in GA. Custom reports are super easy, and this will show you by network, what generated the most traffic, and what then went on to convert.
- The problem however is that this reports on last click or direct conversions. As we saw a minute ago, social is rarely a final touch point prior to converting, so that really has to be considered when building out reports.
- That has to be reflected in how you report for stuff. Has over twice the amount of assisted conversions compared to last click or direct conversions. Display is the extreme of this. Direct is very similar in volume. If you’re reporting on revenue or conversions, then assisted reports are a must.
- Setting up conversion segments for any first interaction with social is easy. How granular you go depends on whether or not you have campaign tracking set up for your links on social, but if you do, you can get a pretty good sense of how many conversions resulted from a first interaction with social on a specific promotion or campaign. Nice.
- Buzzsumo – comp comparison on total shares
- Buzzsumo – comp comparison by platform
- Talkwalker competitor sentiment comparison
- Talkwalker competitor engagement comparison
- Using the LinkedIn ad builder
- Using the LinkedIn ad builder
- Catch your top rerfferals, put them through the same process to see where they have more success. If you find patterns with networks that you’re not putting effort into, it might be a good signal that you should also be concentrating on them.
- Buzzsumo – comp comparison by platform [LinkedIn]