This document discusses the challenges that businesses face with social media analytics. It notes that while businesses struggle with social metrics, they often don't view analytics as a top priority. The document then provides advice on how to effectively track social media progress using simple principles. It recommends starting with a baseline of key metrics, choosing the right tools, and mapping measurements to track audience engagement, site traffic, and sales over time. Finally, it acknowledges that analytics have gaps and don't always show the full picture of what's happening in the real world.

1. Social Analytics Suck
Why businesses struggle with social metrics and how you
can use simple principles to track your progress.
Joe Edwards – OTM– Digital & Social Planner
Twitter @brandjoe

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4. ALYST
M NO AN
ER – I’
DI SCLAIM

5. Show of Hands

6. The Pains of Analytics

7. Where to start

8. The right tools

9. The right tools

10. No time

11. Oh and here’s another thing
9854
19,744
#SMW12

12. Don’t
get me
started on
sentiment

13. Or influence for that matter

15. And businesses don’t feel it’s a
top priority

16. But less assume it is actually
important for a minute

17. What can you measure
Unstructured – Social
Soft Hard
Influence Volume
Sentiment Likes
Intent Tweets
Interests Followers
Commentary Shares
Response
Comments
Likes
@
Clicks

18. Feel like its missing
something?
• What’s happening in the real world
• Or even what’s specifically happening
online
– How is your social activity affecting your
bottom line

19. What can you measure
Unstructured – Social Structured
Soft Hard Transactional
Financial ROI
Influence Volume
Sentiment Likes Demographics
Intent Tweets Name
Interests Followers Address
Commentary Shares
Response
Comments
Likes
@
Clicks

20. You need a strategy …

21. …and a Geoff

22. Decisions Decisions
• What
– Channels
– Conversations
– Traffic
• How
– Tools
– Bring the data together
– Reports and insights

23. Start with a baseline
80
70
60
50
40 Sales
30
20
10
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Before social activity After social activity

24. Pick your tools and
stick with them

25. Map your measurement
Gross Views
Gross Connections
Audience engagements
Site Traffic
Sales

26. Some of the tools I use

27. Some of the tools I use

28. Some of the tools I use

29. Some of the tools I use

30. Some of the tools I use

31. Some of the tools I use

32. So now you
have all those
measurements?

33. Look at what happened here
80
Sales
70
60 Gross Views
50
Gross Connections
40
30 Audience
20 Engagements
10 Site Traffic
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Before social activity After social activity

34. There are still some gaps
• Causation
• Correlation
• What about the real world

35. Special TFM&A offer
20% off selected IDM training courses!
To redeem, visit theidm.com/academyoffer or come along
to the IDM stand (H1) for more details!
twitter.com/theidm
theidm.com/idmlinkedin theidm.com/training
facebook.com/theidm *Conditions apply

36. Thank You
Joe Edwards – OTM– Digital & Social Planner
Twitter @brandjoe