Download - Social Media Analytics - #SearchFest 2013
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Social Media Analytics
Giving Social the Credit it Deserves
MIKE PANTOLIANO
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My Goals
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What’s the ROI in Social Media?
Everyone – All the time
@MikeCPMike Pantoliano
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Source: Forrester Research, Inc.
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Financial Perspective
How does SM affect sales?
@MikeCPMike Pantoliano
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DigitalPerspective
How does SM increase the value of/collaborate with our owned media?
@MikeCPMike Pantoliano
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Risk ManagementPerspective
How well does SM allow us to act on PR issues?
@MikeCPMike Pantoliano
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Brand Perspective
How well does SM keep us at our user’s top-of-mind
@MikeCPMike Pantoliano
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Source: Forrester Research, Inc.
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Let’s Do Some (traditional) Analysis
@MikeCPMike Pantoliano
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@MikeCPMike Pantoliano
$
$
$
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$
$
$
@MikeCPMike Pantoliano
Conversion
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@MikeCPMike Pantoliano
$
$
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What About These?!
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This Sucks for Social
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Social Everything Else
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Let’s Talk About My Addiction to Scavenger Hunts
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Where’s the Money, Lebowski?
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YIKES.
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Social Analytics is Hard
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Social Analytics is Hard
(but now that we’ve hit rock bottom, let’s work our way up)
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There is no silver bullet
Once again, everyone, ever
@MikeCPMike Pantoliano
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Metrics Schmetrics
Source: Altimeter Group
@MikeCPMike Pantoliano
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Measuring Off-Site Engagement
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Don’t confuse the tool with the metric!
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Followers/Fans
@Mentions
Likes/Shares/RTs
Clicks (bit.ly, ow.ly)
@MikeCPMike Pantoliano
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Measuring On-Site Engagement
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Man, those Distilled folks
really know their stuff!
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Bounce!
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Adjusted Bounce Rate<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
http://bit.ly/XlzMnU
Mike Pantoliano @MikeCP
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Invest in Micro-Conversion Goal Setup
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@MikeCPMike Pantoliano
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@MikeCPMike Pantoliano
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@MikeCPMike Pantoliano
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@MikeCPMike Pantoliano
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@MikeCPMike Pantoliano
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Google Analytics Social Reports
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Assisted Conversions
Mike Pantoliano @MikeCP
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Meh.
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@MikeCPMike Pantoliano
Here’s a custom report!
http://bit.ly/VCJpnd
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http://bit.ly/VCJpnd
@MikeCPMike Pantoliano
Here’s a custom report!
http://bit.ly/VCJpnd
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Assisted Conversions by Network
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Assisted Conversions by Network
Um... Wow.
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Old and Busted
The New Hotness
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Multi-Channel Funnels
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Assisted Conversions vs. Other Channels
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Multi-Channel Funnels
COMING SOON!
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Remember These?
@MikeCPMike Pantoliano
$
$
$
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Attribution Modeling Tool
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Attribution Modeling Tool
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In Conclusion
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What’s the ROI in Social Media?
Everyone – All the time
@MikeCPMike Pantoliano
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Source: Forrester Research, Inc.
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Measure On-Site Engagement with Bounce
Rate & Goals
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Consider the Whole Customer Journey