starting with social media analytics
Post on 17-Oct-2014
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A great webinar held by our Manager of Social Analytics, Rudolf Kviz.TRANSCRIPT
Starting With Social Media Analytics
Our vision is to become worldwide standard
for the way, social media marketing is measured
and optimized.
What are we going to cover
1. What is Social Analytics and How it Works?
2. Why is Social Analytics important?
3. How to measure on Social?
4. What are the KPIs & Metrics per Platform?
5. Tools & Competetive Analysis
of consumers say the posts
made by companies on social
media influence their purchases.
What is Social Analytics, and how does it work?
Social Media Tools
Social Analytics
Social Listening
Social Management
Social Advertising
How Social Analytics Work
of consumers say the posts
made by companies on social
media influence their purchases.
Why are Social Analytics important?
Marketers can‘t fly blind
of consumers say the posts
made by companies on social
media influence their purchases. 78%
Source: Hubspot, Social Media Referrals Infographic, 2012
Influence of Social Media
During 2013, the average Social
Ad Spend increased by
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
54%
Importance of Social Media
The Social Space is getting cluttered
# of Pages, # of Likes, # of Posts
vs.
Single News Feed
of consumers say the posts
made by companies on social
media influence their purchases.
How do you measure success on Social?
Social is not about one metric...
Fans / Fan
Growth
Page Activity
Engagement
& Reach
Response
Rates & Times
…it’s about all of them!
Metrics have to be Actionable
in order to be optimized
Metrics must be linked
to your Social Strategy
75% Aim to Increase
Brand Awareness
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
Strategy must be linked
to your Business Goals
of consumers say the posts
made by companies on social
media influence their purchases.
KPIs & Metrics per Platform
Facebok Metrics: Public vs. Private
Your performance
& Competitors’
& Benchmarks
Deeper insight
into your
performance
0,002
0,003
0,004
0,005
0,006
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
Global Average Post Engagement Rate
• Total Interactions & Engagement
Facebook • Reach
Facebook • Response Rates
Response Rate & Time vs. Volume of Questions
• Followers • Daily Mentions • Average Tweet Engagement Rate • Response Rate
YouTube
• Views • Subscribers • Like / Dislike Ratio • Channel View Rate
Instagram • Followers • Interactions • Engagement Rate • Number of Posts • Filters
• Followers • Interactions • Engagement Rate • Posts • Audience (Industries / Connections)
of consumers say the posts
made by companies on social
media influence their purchases.
Tools & Competitive Analysis
67%
Almost two thirds of marketers
are not using paid tools
for social performance analytics
Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
Marketers Know What They Should Do
90% Rank Competitive Analysis & Industry Benchmarking as important
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
Competitive Analytics on Social
is the new Business Intelligence
Benchmarking on Social
gives you the full Context
Our Role
Private Data
Public Data
Complete Picture
Our vision is to become the
worldwide standard for the way
social media marketing is measured
and optimized.
Today, we covered:
1. What is Social Analytics and how does it work?
2. Why are Social Analytics important?
3. How do you measure success on Social?
4. KPIs & Metrics per Platform
5. Tools & Competitive Analysis
Thank you!
Rudolf Kvíz
Socialbakers Analytics Marketing Manager E-mail: [email protected] Linkedin: https://www.linkedin.com/in/rudolfkviz