what is social analytics and why is it important?
TRANSCRIPT
Google Trends: 2005-2015
Social Media Marketing
Social media marketing has become a major component of digital marketing.
SOCIAL IS BIG BUSINESS
Social is now a substantial part of marketing budgets, and continues to grow.
MARKETING
SOCIAL
CONTENT PAID
SEARCH
DIGITAL
SOCIAL MEDIA
9.9% of digital marketing budget
22.4% of budget in next 5 years (126% increase)
76,000 social media professionals
DIGITAL MARKETING
25% of total marketing budget
MARKETING
10% of total company revenue
Sources: Gartner and CMOSurvey.com
SOCIAL IS BIG BUSINESS
2007 2009 2011 2013 2015
Social Analytics
Social Media Analytics
Google Trends: 2005-2015
With the growth of social media as a marketing category comes the need for analytics.
THE NEED FOR ANALYTICS
This need is not a unique one…
First came email marketing Then came email analytics
First came business websites Then came web analytics
THE NEED FOR ANALYTICS
It’s not a unique challenge because the process of social marketing is the same as other channels.
1. We define a strategy and develop a plan.
2. We execute our plan.
3. We measure and optimize campaigns and tactics.
4. We rinse and repeat.
THE MARKETING PROCESS
Social analytics fuels the measurement and planning phases of the marketing process.
But
what
does
that
mean?
THE NEED FOR ANALYTICS
What Is Social Analytics?
Soc·ial an·a·lyt·ics (ˈsōSHəl anəˈlidiks) noun: Social analytics is a system that allows for the collection, aggregation, and standardization of social media data to discover and communicate meaningful patterns
Let’s start with the basic definition:
WHAT IS SOCIAL ANALYTICS?
Social analytics helps us simplify data from:
Dozens of networks:
Millions of people:
A variety of activities:
WHAT IS SOCIAL ANALYTICS?
But, many marketers still feel confused.
Sources: Social Media Examiner’s 2014 Social Media Marketing Industry Report & a 2014 Demand Metric survey
WHAT IS SOCIAL ANALYTICS?
Simply Measured’s new Social Analytics Framework is the context social marketers need.
WHAT IS SOCIAL ANALYTICS?
Analysis in the planning phase helps marketers develop a strategy and the tactics to support it:
THE PLANNING CATEGORY
AUDIENCE ANALYSIS: Audience analysis is the process of profiling, segmenting, and grouping people by demographics, interests, and behaviors.
AUDIENCE ANALYSIS
CONVERSATION ANALYSIS: Conversation analysis is the process of identifying and understanding conversations surrounding a brand, specific topics, or any selected area of interest.
CONVERSATION ANALYSIS
COMPETITIVE ANALYSIS: Competitive analysis is the process of looking at specific companies within a chosen industry or segment, focusing on their activities, benchmarks, and tactics to gain insight.
COMPETITIVE ANALYSIS
Analysis in the measurement phase is designed to help improve tactics and campaigns:
THE MEASUREMENT CATEGORY
BRAND ACTIVITIES ANALYSIS: Analyzing brand activities includes measurement of the actions your brand takes, like publishing content, responding to users, and promoting brand campaigns or initiatives.
BRAND ACTIVITIES ANALYSIS
AUDIENCE ENGAGEMENT ANALYSIS: Audience engagement is the analysis of how your brand activities are received, interacted with, and amplified by your audience, both at a content-specific level and brand level.
AUDIENCE ENGAGEMENT ANALYSIS
BUSINESS RESULTS ANALYSIS: Business results analysis is the measurement of social’s impact on both direct outcomes like engagement and traffic, broader marketing outcomes like brand loyalty and customer lifetime value, and business outcomes like revenue and sales.
BUSINESS RESULTS ANALYSIS
THE COMPLETE PICTURE: When each of these activities are given the proper attention, social strategy and optimization become a standard essential of the marketing process.
THE SOCIAL ANALYTICS FRAMEWORK
ABOUT SIMPLY MEASUREDSimply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.
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To learn more about the social analytics framework, download the complete guide to the social analytics framework by clicking the link below.
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