1.
Social Media Analytics
Taylor Pratt
Raven Internet Marketing Tools
@RavenPratt | raventools.com/oms

2.
What is the ROI of social media?

3.
The key to social media success is
understanding your audience.

4.
Don’t get distracted!

5.
Nielsen’s State of the Media:
The Social Media Report
http://raven.im/nielsensm

6.
Nearly 4 in 5 active Internet users visit
social networks and blogs.

7.
70% of active online adult social
networkers shop online, 12% more
likely than the average adult user

8.
Socially engaged consumers spend 20
to 40% more than other customers.

9.
53% of active social networkers
follow a brand.

10.
How do consumers access social
media?
Are you
• 97% - Computer ready?
• 37% - Mobile Phone
• 3% - Gaming Console
• 3% - iPad
• 2% - Internet-Enabled TV
• 2% - E-Reader
• 1% - Handheld Music Player

11.
What is the ROI of social media?

12.
According to Oliver Blanchard, you’re
asking the wrong question.

13.
What is the ROI of [insert activity
here] in social media?
Oliver Blanchard
The BrandBuilder Blog
Author of Social Media ROI

14.
Social Media Marketing Process
Discovery
Measurement Listening
Execution Planning

15.
Social Media Marketing Process
DISCOVERY

16.
Start Monitoring
Brand [Keyword]
Mentions Product Mentions
Mentions
Competitor Influencer
Mentions Mentions

17.
What to Identify
Social Networks
Forums
Associations
Key Influencers
Popular Topics

18.
Tools That Can Help
$150/mo $775/mo $99/mo
Based on Usage Free Based on Usage

19.
Social Media Marketing Process
LISTENING

20.
Understand your audience!

21.
How are your customers using social
media?

22.
Where are they participating?

23.
Do they interact with other
companies?

24.
What are they already saying about
you?

25.
What is their activity level on each
social network?

26.
Who are the key influencers on each
network?

27.
Save time and money by properly
evaluating potential advocates.

28.
Create a Scorecard
Customer
Advocate Share of Voice Reach Topics
Overlap
Arachnoids,
Peter Parker 5% 50,000 Red Heads, Medium
Goblins
Tank Tops,
Hulk Hogan 2% 25,000 High
Weight Lifting
Cheesy Poofs,
Eric Cartman 12% 120,000 Low
Racial Slurs

29.
Don’t overlook social media as a
product innovation hub.

30.
Monitor both your brand, your
competitors’ brands and keyword
mentions for customer pains.

31.
Social Media Marketing Process
PLANNING

32.
Step 1: identify your business
objectives

33.
Types of Social Media Goals
• Engagement • Customer Support
• Brand Recognition • Product
• Reach Development
• Share of Voice • Brand Sentiment
• Sales • Brand Advocates
• Brand Loyalty • Brand Trust

34.
Get more specific!
• Reduction in sales cycles
• Reduction in customer support costs
• Number of product improvement suggestions
from [social network]
• Increase in product reviews/ratings
• Number of people in [specific location] who
follow us on Twitter

35.
Other KPIs to Consider
• Volume of consumer- • Interaction/engagement
created buzz rate
• Seasonality of buzz • Number of interactions
• Rate of virality • Store locator views
• Embeds/installs • Registrations by channel
• Increases in searches • User-initiated views
• Ranking improvements

36.
Step 2: identify your value add

37.
Wal-Mart:
Low Prices
Southwest Airlines:
Freedom
Harley Davidson:
Rebellion

38.
Step 3: define your level of
commitment

39.
Social Media Marketing Process
EXECUTION

40.
How is social media impacting your
other online marketing activities?

41.
Social Media Marketing Process
MEASUREMENT

42.
Brand Awareness
Brand Share of
Recognition Voice
Engagement Reach

43.
To measure Share of Voice compare
brand mentions to competitors.

44.
Source: Web Analytics Demystified & Altimeter Group
http://bit.ly/pratt1

45.
To measure Engagement, measure
participation.

46.
[Social Network] Interactions
Engagement = Engagement
Total Views
Source: Web Analytics Demystified & Altimeter Group
http://bit.ly/pratt1

47.
To measure Reach, compare audience
participation to your audience reach.

48.
Source: Web Analytics Demystified & Altimeter Group
http://bit.ly/pratt1

49.
Customer Oriented Goals
Customer
Brand Sentiment
Support
Product Brand
Development Advocates

50.
Measuring Customer Support
Reduction in Increase Increase
Support Resolution Resolution
Costs Rate Rate
Reduction in Improved Leads
On-Site Customer Generated
Support Satisfaction by Support

51.
Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises

52.
Measuring Product Innovation
Number of new Number of new
product ideas product ideas built
Traditional
R&D time saved research cost
savings

53.
Measuring the success of your brand advocates
fulfills two goals:
1. Provides an understanding of the ROI you
receive
2. Provides you with data to better incentivize
advocates

54.
It is okay to reward advocates for their
hard work. Wouldn’t you want to be
rewarded?

55.
Use event tracking in Google Analytics
to quickly assess the virality of your
content.

56.
http://gaconfig.com

57.
The key to successful social media
measurement is asking questions.

58.
Thank You!
Taylor Pratt
Raven Internet Marketing Tools
@RavenPratt | raventools.com/oms