Robin Leonard, CEO of AllFamous Digital, gave a presentation on social media analytics. The presentation covered an introduction to social media analytics, why it is important to analyze social data, different types of analytics like Facebook Insights and Google Analytics, defining objectives for social media, setting key performance indicators, creating reports, and calculating return on investment. The presentation provided examples and discussions around each topic to demonstrate how to effectively measure and analyze social media performance.
3. introduction
We have run 3 demos
I believe we all agree the value of getting into socialâŚ
But just in case you donât agree
we are passionate about social @
My name is Robin Leonard
CEO, AllFamous Digital
Iâm a kiwi, living in the
Philippines for 3 years
My professional
background is
management consulting,
marketing, CRM and
contact center
management
expert in digital strategy
robin_allfamous
robinleonard1
FOLLOW ME ON:
www.allfamous.com
9. Get real-time
insights on your
competitors
- Sun Tzu
âKnow your enemy and know
yourself and you can ďŹght a
hundred battles without disasterâ
What would Sun Tzu do if he had Radian6?
Why care?
17. Types of Analytics
Social Web Listening
Lets focus for today social media analytics
Others include inďŹuencer, pipeline conversion, PPC, Email etc
28. Example 6: Intent to Buy
fact brand subject
intent
brand brand
question
29. The elusive hunt for binary
â˘âŻ For vs. Against
â˘âŻ Like vs. Dislike
â˘âŻ Good vs. Bad
â˘âŻ Ecstatic vs. Happy
â˘âŻ Excited vs. Amused
â˘âŻ ROFL vs. LOL
â˘âŻ Depressed vs. Unhappy
â˘âŻ Sad vs. Destitute
â˘âŻ Frustrated vs. Angry
30. Challenges of Automated Sentiment Analysis
§ď§âŻ People express opinions in
complex ways
§ď§âŻ Cultural ideosyncracies
(e.g. differences in sarcasm,
irony etc)
§ď§âŻ The wider you throw your net
and the more complex the
language, the less accurate
the system will be.
33. Social Scorecard
Functionality" Extensive!Limited!
BusinessImpact"High!Low!
4
2
3
2 â Organized
â˘âŻ Direct consumer engagement, may include Customer Service"
â˘âŻ Basic brand monitoring"
â˘âŻ Paid/owned/earned presences are born"
â˘âŻ Social media policies and training in place"
â˘âŻ Full time social media employees "
3 â Engaged
â˘âŻ Creating and publishing content key to engagement"
â˘âŻ Measuring success against business goals"
â˘âŻ Social media management employees"
â˘âŻ Competitive and industry monitoring"
4 â Optimized
â˘âŻ Paid/owned/earned is optimized"
â˘âŻ Social is embedded across enterprise"
â˘âŻ Employee certiďŹcation required"
â˘âŻ Senior leadership active in social media"
1 â Informal!
â˘âŻ Marketing, PR or Comms with siloed efforts"
â˘âŻ No policies or training"
â˘âŻ Senior leadership asking âwhy?â"
1
How do you score?
http://www.radian6.com/socialscorecard/
48. How do I create a report?
Donât provide a convoluted report, it looks insecure
How much time
and money did I
spend?
What are the
tangible results?
What do I need to
improve?
51. Fans will be driven to stores or online store with âoffer codesâ to identify them as
social marketing leads, and also track how and why we engaged with them
Assumption monthly target
Store purchases 2,750 pairs
Online purchase 250 pairs
Total Pairs Sold 3,000 pairs
Profit from each
pair
PHP 100
Total Benefit PHP 300,000
Total Cost PHP 200,000
ROI =
(300,000) â (200,000)
(200,000)
= 50%
= PHP 100,000 / month
CAVEAT: This is based on rough assumptions and
only considers profit benefit from digital lead
generation
500
{return on investment}
{assumptions}
ROI Calculation Example