Social Media Analytics Tools

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Kyle Claypool presents on social media analytics tools for the Enterprise Center of Johnson County. Tools include Google Analytics, HootSuite and Facebook Insights.

Technology Business

Social Media Analytics
I t ’ s n o t j u s t a b o u t t h e t o o l s
Download presentation at www.bit.ly/ecjcsocial

Hi, I’m Kyle
• Director, Search and
Analytics at Global Prairie
• BS from Illinois (UIUC)
• Worked at Natl. Center for
Supercomputing Applications
(NCSA)
• WorldSkills Website Design
Technical Expert and Judge
for USA (2010-2012)

What we’ll cover
• Two different social media philosophies
• Tools to measure the success of each
• Google Analytics (free)
• HootSuite (free, paid plans starting at $9/mo)
• Facebook Insights (free)
• Bit.ly, Ow.ly
• Enterprise tools

First things first…
Strategy, tools, metrics should be tailored to
YOUR specific needs
Many opinions. This is just one.

What to Measure?
Focus on the metrics that actually drive business
Focus on…
Relevant interactions
Referral traffic
Goal conversions
Not just…
Page Likes
Followers
Klout

Social Philosophy #1
Your website = the hub of your social strategy
• Broadcast blog content
• Build trust, demonstrate expertise
• Draw visitors to site
• Capture leads or sell directly
Ideal for service companies and e-commerce

Social Philosophy #2
Use social media for building awareness or driving offline
action
• Sharing photos, videos
• Advertising specials
• Enabling fans to spread your content
Ideal for restaurants, stores, product brands
More difficult to quantify ROI

Google Analytics
Measure the quality of referral traffic from social sites!

Google Analytics
Drill down to the content being shared. What works?

Google Analytics
Create and track goal conversions by source

What posts have worked best in the past?
Facebook Insights

HootSuite
Pull data together
across channels in
a single report.

Bit.ly, Ow.ly
Use these URL shorteners to track clicks on your links!

Enterprise Tools
Range from $500/mo. to
$4000+/mo.
Enterprise integration,
historical market research,
open data integration, etc.

Thanks!
Q&A
D o w n l o a d l i n k :
w w w . b i t . l y / e c j c s o c i a l

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Social Media Analytics Tools

1. Social Media Analytics I t ’ s n o t j u s t a b o u t t h e t o o l s Download presentation at www.bit.ly/ecjcsocial

2. Hi, I’m Kyle • Director, Search and Analytics at Global Prairie • BS from Illinois (UIUC) • Worked at Natl. Center for Supercomputing Applications (NCSA) • WorldSkills Website Design Technical Expert and Judge for USA (2010-2012)

3. What we’ll cover • Two different social media philosophies • Tools to measure the success of each • Google Analytics (free) • HootSuite (free, paid plans starting at $9/mo) • Facebook Insights (free) • Bit.ly, Ow.ly • Enterprise tools

4. First things first… Strategy, tools, metrics should be tailored to YOUR specific needs Many opinions. This is just one.

5. What to Measure? Focus on the metrics that actually drive business Focus on… Relevant interactions Referral traffic Goal conversions Not just… Page Likes Followers Klout

6. Social Philosophy #1 Your website = the hub of your social strategy • Broadcast blog content • Build trust, demonstrate expertise • Draw visitors to site • Capture leads or sell directly Ideal for service companies and e-commerce

7. Social Philosophy #2 Use social media for building awareness or driving offline action • Sharing photos, videos • Advertising specials • Enabling fans to spread your content Ideal for restaurants, stores, product brands More difficult to quantify ROI

8. Google Analytics Measure the quality of referral traffic from social sites!

9. Google Analytics

10. Google Analytics Drill down to the content being shared. What works?

11. Google Analytics Create and track goal conversions by source

12. Facebook Insights

13. What posts have worked best in the past? Facebook Insights

14. HootSuite

15. HootSuite

16. HootSuite

17. HootSuite Pull data together across channels in a single report.

18. Bit.ly, Ow.ly Use these URL shorteners to track clicks on your links!

19. Enterprise Tools Range from $500/mo. to $4000+/mo. Enterprise integration, historical market research, open data integration, etc.