twitter analytics
DESCRIPTION
TRANSCRIPT
![Page 1: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/1.jpg)
- 1 -- 1 -
Social media marketing and conversion
Name of the Presenter: Pramod Khanchandani
Date: December 12, 2012
Twitter Marketing
![Page 2: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/2.jpg)
- 2 -- 2 -
AgendaIntroduction to Social Marketing
Marketing on Twitter
How Kellogg’s launched it’s new product
Twitter analytic - KPI , metrics and tools
Twitter marketing and analytics model
![Page 3: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/3.jpg)
- 3 -- 3 -
Traditional marketingMass media promotion
Direct mailers and promotions
PR
Tele marketing
Measurement: Revenue
ROI
Sale uplift
Coupon redemption,
Brand recall
Loyalty
![Page 4: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/4.jpg)
- 4 -- 4 -
Website MarketingSearch engine marketing/ SEO
Email marketing
Display network and Retargeting
Behavior analysis and optimizing your website
Measurement: Awareness
Engagement
Ecommerce and revenue
Loyalty
Attribution modeling
ROI calculation
![Page 5: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/5.jpg)
- 5 -- 5 -
Social media marketing
Social media marketing is all about having
conversation..Period.
![Page 6: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/6.jpg)
- 6 -- 6 -
Conversation around ideas
![Page 7: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/7.jpg)
- 7 -- 7 -
Celebrity or political events
Amitabh BachchanPresidential debate
![Page 8: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/8.jpg)
- 8 -- 8 -
…products .. brands
![Page 9: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/9.jpg)
- 9 -- 9 -
Good conversation
![Page 10: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/10.jpg)
- 10 -- 10 -
Good conversation
![Page 11: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/11.jpg)
- 11 -- 11 -
…Not so good conversation
![Page 12: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/12.jpg)
- 12 -- 12 -
Conversation leads toDialogue
Word of mouth
Listen
Increase advocacy
Product development/improvement ideas
Generate revenue? …well yes….
Analysis:
How do you measure conversation ?
![Page 13: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/13.jpg)
- 13 -- 13 -
Channels of social Marketing
![Page 14: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/14.jpg)
- 14 -- 14 -
Twitter marketing 101
![Page 15: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/15.jpg)
- 15 -- 15 -
Twitter MarketingMedium to communicate and converse
Brand can communicate to it’s followers directly
#tag conversations
Listen to conversations and mentions and respond
Refer to site to perform needed action
![Page 16: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/16.jpg)
- 16 -- 16 -
Promoted Tweets
Twitter paid marketing
![Page 17: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/17.jpg)
- 17 -- 17 -
Promoted Trend
Twitter paid marketing
![Page 18: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/18.jpg)
- 18 -- 18 -
Promoted account
Twitter paid marketing
![Page 19: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/19.jpg)
- 19 -- 19 -
Amplify message by promoting on related interest group
![Page 20: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/20.jpg)
- 20 -- 20 -
What are all our twitter marketing efforts aimed to ?
![Page 21: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/21.jpg)
- 21 -- 21 -
AIDA model
![Page 22: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/22.jpg)
- 22 -- 22 -
Kellogg’s new product launch on twitter during SMWPay by Tweets #tweetshop
![Page 23: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/23.jpg)
- 23 -- 23 -
Awareness
Interest and
Desire
Action
Engagement
Links
Site KPI
Sentiments
Conversation/mentions
Conversion on Site
Attention/Awarenes
s
Reach
Followers
Hash tag mentions
Retweets/ FOF/favorite/
quoted
![Page 24: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/24.jpg)
- 24 -- 24 -
Reach of campaign: Followers
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
![Page 25: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/25.jpg)
- 25 -- 25 -
Reach of campaign: # tags mentionsHash tag mentions
Retweets and Impressions
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
![Page 26: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/26.jpg)
- 26 -- 26 -
Reach of campaign: Followers of followers
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
![Page 27: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/27.jpg)
- 27 -- 27 -
Interest and Desire
Awareness
Action
Reach
Followers
Hash tag mentions
Site KPIConversion
on Site
Interest and
Desire
Retweets/ FOF/favorite/
quoted
Engagement
Links
Sentiments
Conversation/mentions
![Page 28: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/28.jpg)
- 28 -- 28 -
Interest and DesireRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
Links: Shortening URL
Engaged: Retweets / favorites/ quoted …
![Page 29: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/29.jpg)
- 29 -- 29 -
Rate of conversationRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
![Page 30: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/30.jpg)
- 30 -- 30 -
Positive/negative/mixed/neutralRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
Sentiment analysis
Text Cloud
![Page 31: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/31.jpg)
- 31 -- 31 -
AwarenessAwarenes
s
Reach
Followers
Hash tag mentions
Action Site KPIConversion
on Site
![Page 32: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/32.jpg)
- 32 -- 32 -
Action on siteLink posting
Destination page
Action
Site KPI
Conversion
on Site
![Page 33: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/33.jpg)
- 33 -- 33 -
Site KPI reporting: Activity with ROI
Action
Site KPIConversion on Site
![Page 34: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/34.jpg)
- 34 -- 34 -
Twitter Marketing and analytics model
Awareness
Interest and
Desire
Action
Reach
Followers
Hash tag mentions
Retweets/ FOF/favorite/
quoted
Engagement
Link clicks
Site KPI
Sentiments
@replies/mentions
Conversion on Site
![Page 35: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/35.jpg)
- 35 -- 35 -
Supplementary- Support handle
Twitter for customer supportUsed as interface to address grievances
Collect new product ideas, issues, bugs
![Page 36: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/36.jpg)
- 36 -- 36 -
Analytics of support handleNumber of support issues logged via Twitter
Number of Unique users entertained
Rate of resolution
Average time of resolution
Rate of response
New product ideas/ product bugs/training need
Conversation with followers
Engagement with how to links
![Page 37: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/37.jpg)
- 37 -- 37 -
Thanks
![Page 38: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/38.jpg)
- 38 -- 38 -
Did you like this presentation? Let me know#2pramodtweet@pramod_k
Email: [email protected]
![Page 39: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/39.jpg)
- 39 -- 39 -
Back up slides
![Page 40: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/40.jpg)
- 40 -- 40 -
Stats of Kellogg’s twitter handle
![Page 41: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/41.jpg)
- 41 -- 41 -
Reach of Kellogg’s campaign
![Page 42: Twitter analytics](https://reader035.vdocuments.net/reader035/viewer/2022081413/5482a9ffb4af9f175f8b46bb/html5/thumbnails/42.jpg)
- 42 -- 42 -
Samsung loves Apple
On day of iphone5 announcement