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NY Data Stories Presents: I Need a Social Media Analytics Report. Now What? Presentation & Insights by: Nef Araia - [email protected] @nefaraia @cecipf @fishering @LElizaColon #NYDataStories

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May 8th, 2012 speaking event led by Nef Araia from ABC News hosted by Digital Marketing Association, organized by the NY Data Stories meet up group - explaining report design and identifying working frameworks for internal consultants.

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Page 1: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

NY Data Stories Presents:I Need a Social Media Analytics Report. Now

What?

Presentation & Insights by:

Nef Araia - [email protected] @nefaraia@cecipf@fishering@LElizaColon#NYDataStories

Page 2: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Outline

• Overview• Design• Tools• Examples

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 3: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Current Limitations• Offsite activity• Comparing datasets• Evolving user behavior• Artificial intelligence• Industry standardization

Framework

▫Theme Campaign performance Product launch

▫Insights Performance comparison

▫Metrics Conversions Revenue

▫Outcomes Full circle approach

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 4: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Defining Key Performance Indicators

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 5: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Sample Report

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 6: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Examples• Engagement

• Your Vote, Your Pic• Leads

• Obama ‘08 Texas Primary

Report Design

1. How does this project/product (directly or indirectly) serve the bottom line?

Extract statement of purpose from the business model

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 7: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Examples• Marketing

• Brand Health/Reach• PR

• Awareness/Sentiment

• Ops• Cost, Budget,

Revenue• Bus. Dev

• New Leads

Report Design

2. Who owns the project/product?

Knowing the consumer will influence what is measured and how frequently it is measured.

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 8: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Examples• Web Analytics

• Omniture• Real-Time Analytics

• Chartbeat• Social Analytics

• Facebook Insights

Report Design

3a. Tools Which tools are

available/applicable?3b. Capabilities

Of the available tools, which are able to extract the relevant KPIs?

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 9: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Popular Tools

PAID FREE• Omniture• Trendrr• Converseon• Gnip• Taykey• Webtrends• Radian6• Chartbeat

• Google Analytics• Twitter Advertiser

Analytics• Bit.ly• HootSuite• Raven• Facebook Insights• YouTube Analytics• Social Mention• Addictomatic• Topsy

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 10: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Perspective: Competing Paradigms

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 11: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Perspective: Overlapping Products

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 12: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Contact Info

•Nef Araia•[email protected]

•@nefaraia

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 13: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Appendix

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 14: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Familiar Problems• YouTube comments• Twitter sentiment

•Changing Thought Leadership

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 15: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Which social platform is right for the objective?

• McDonald’s Audience Engagement – Marketing Campaign• Platform• Response

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon

Page 16: NY Data Stories Presents: "I Need a Social Media Analytics Report. Now What?"

Sample Report

TWEET QUESTIONS: @nefaraia @cecipf @fishering @LElizaColon


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