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Social media analytics - techniques and tools

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Smart Insights
Smart Insights

A presentation by social media specialist Lilach Bullock to the Smart Insights Annual Online Marketing Summit

Marketing
1 of 29
1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by How to improve your social media results using your analytics Lilach Bullock - Speaker, Content Marketing and Social Media Specialist
2 What you will learn from this webinar • The importance of measuring your social media results • The challenges of measuring social media ROI • How to set proper social media goals • Vanity metrics v. Actionable metrics • How to understand your audience • How to interpret your content’s success • Competitive research • a/b testing • And useful tools!
3 AN INTRODUCTION TO SOCIAL MEDIA ANALYTICS… I know how tedious it can be! 60% of marketers find ’measuring ROI’ as their top social media challenge Monitor your results on a constant basis
4 The importance of social media analytics Measuring social media success: • Your most valuable social media tool, right under your nose • Better understanding of your audience • Instant feedback • Learn what works/what doesn’t Measuring social media ROI: • Social media is an investment • Are you heading in the right direction? • Are you making the most of your resources?
5 The challenges of measuring your social media success • Most paid marketing is easy to measure • Organic social media success is more difficult to measure • Some goals are difficult to quantify
6 Setting your social media goals Why set goals? What types of goals can I set? • To give you direction • Focus on what matters • Align with business goals • Increase traffic • Increase brand awareness • Drive more conversions & make more sales • Find more qualified leads • Increase loyalty & build a community of brand advocates • Manage your public image & your customer service • Gain social media influence
7 How to set SMART goals like a pro • Be SPECIFIC – what exactly do you want to achieve? • Goals need to be MEASURABLE – what are your KPIs? • Goals need to be ATTAINABLE – can you realistically reach your goal? • Is your goal RELEVANT to your overall business goals? • What is your goal deadline? All goals need to be TIME BOUND
8 Vanity metrics v. Actionable metrics Vanity metrics Actionable metrics • Make you feel good about yourself…but do they actually help? • Number of followers • Number of likes • Metrics that allow you to take action • Actionable metrics: traffic, conversions, leads generated, number of clicks • Focus on actionable metrics first
9 Understand your audience • Use your channels’ built-in analytics for audience insights • Social media knows everything about you… • What are their interests? • What are their occupations? • How can you use this information?
10 Understand your audience • Big use of iOS devices • How can I use this to my advantage? • How can I adjust my content strategy?
11 Understand your audience • This audience loves sports • More sports-related content • More sports-related engagement
12 When is your audience online? • What days? • What times? • Post when YOUR audience is active
13 Understand your content • Content makes the real difference in success • Analyze your competitors • What makes a post successful for YOU? • What were your initial goals?
14 Understand your content • What is your best & worst content? • What are the similarities between them? • Always keep your goals in mind
15 Analyzing your competitors • Learn from your competitors & similar accounts • Useful tools: Social Insider, Kompyte, Twitonomy, RivalIQ • Learn about their audience, their interests & behaviour • What are their best/worst performing content?
16 Test everything • A/B testing:  Posting times  Call to action  Tone of voice  Hashtags  Content  Length • Only test one thing at a time!
17 How to use Google Analytics to measure your social media success • Use for social media traffic & conversions • Acquisition-> All Traffic -> Channels -> Social • Don’t forget about traffic quality
18 How to use Google Analytics to measure your social media success • Set goals in Google Analytics to track conversions from social media • Evaluate your social media ROI • Admin -> View -> Goals
19 Useful tools For tracking your social media analytics & success
20 Useful tools: Agorapulse • Social media management tool • Track brand awareness • Publishing & Engagement • Audience insights: influencers & ambassadors • CRM tool: organize followers • Best content • Team management analytics
21 Useful tools: Quintly • Professional social media analytics • In-depth analytics for: Twitter, YouTube, Google+, LinkedIn, Instagram& blogs • Customize your dashboard • Competitive benchmarking • Track customer care
22 Useful tools: Social Insider • Competitive research for Facebook and Instagram • Check your own analytics • Comparison reports • Check best/worst content • Paid media
23 Useful tools: Hashtagify • Discover hashtags & top influencers • Track Twitter & Instagram hashtags • Track hashtag campaigns • Detailed reporting for hashtag campaigns
24 Useful tools: Brandwatch • Web monitoring & analytics • Track consumer feedback • Track current trends • Monitor mentions • Actionable metrics
25 Useful tools: Brand24 • Web monitoring & analytics • In-depth analytics • Professional monitoring • Customer service • Competitive benchmarking
26 Useful tools: SoTrender • Social media analytics • Twitter, Facebook, Instagram, YouTube • Engagement, Content insights, Audience insights, Customer service • Keep track of admin duties • Automatic reporting • Recommendations
27 Useful tools: Meltwater • Monitoring & analytics • Track your online brand awareness • Track media coverage • Comparisons on share of voice • Sentiment analysis • Measure PR ROI
28 What we’ve learned: key insights • Why social media analytics are so important • How to optimize your social media marketing using analytics • How to set SMART goals • How to understand your audience better • What to look for when measuring your content’s success • The importance of competitive research • How to a/b test social media • How to leverage Google Analytics • Useful analytics tools
29 Thank you for listening! Any questions?

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Social media analytics - techniques and tools

  • 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by How to improve your social media results using your analytics Lilach Bullock - Speaker, Content Marketing and Social Media Specialist
  • 2. 2 What you will learn from this webinar • The importance of measuring your social media results • The challenges of measuring social media ROI • How to set proper social media goals • Vanity metrics v. Actionable metrics • How to understand your audience • How to interpret your content’s success • Competitive research • a/b testing • And useful tools!
  • 3. 3 AN INTRODUCTION TO SOCIAL MEDIA ANALYTICS… I know how tedious it can be! 60% of marketers find ’measuring ROI’ as their top social media challenge Monitor your results on a constant basis
  • 4. 4 The importance of social media analytics Measuring social media success: • Your most valuable social media tool, right under your nose • Better understanding of your audience • Instant feedback • Learn what works/what doesn’t Measuring social media ROI: • Social media is an investment • Are you heading in the right direction? • Are you making the most of your resources?
  • 5. 5 The challenges of measuring your social media success • Most paid marketing is easy to measure • Organic social media success is more difficult to measure • Some goals are difficult to quantify
  • 6. 6 Setting your social media goals Why set goals? What types of goals can I set? • To give you direction • Focus on what matters • Align with business goals • Increase traffic • Increase brand awareness • Drive more conversions & make more sales • Find more qualified leads • Increase loyalty & build a community of brand advocates • Manage your public image & your customer service • Gain social media influence
  • 7. 7 How to set SMART goals like a pro • Be SPECIFIC – what exactly do you want to achieve? • Goals need to be MEASURABLE – what are your KPIs? • Goals need to be ATTAINABLE – can you realistically reach your goal? • Is your goal RELEVANT to your overall business goals? • What is your goal deadline? All goals need to be TIME BOUND
  • 8. 8 Vanity metrics v. Actionable metrics Vanity metrics Actionable metrics • Make you feel good about yourself…but do they actually help? • Number of followers • Number of likes • Metrics that allow you to take action • Actionable metrics: traffic, conversions, leads generated, number of clicks • Focus on actionable metrics first
  • 9. 9 Understand your audience • Use your channels’ built-in analytics for audience insights • Social media knows everything about you… • What are their interests? • What are their occupations? • How can you use this information?
  • 10. 10 Understand your audience • Big use of iOS devices • How can I use this to my advantage? • How can I adjust my content strategy?
  • 11. 11 Understand your audience • This audience loves sports • More sports-related content • More sports-related engagement
  • 12. 12 When is your audience online? • What days? • What times? • Post when YOUR audience is active
  • 13. 13 Understand your content • Content makes the real difference in success • Analyze your competitors • What makes a post successful for YOU? • What were your initial goals?
  • 14. 14 Understand your content • What is your best & worst content? • What are the similarities between them? • Always keep your goals in mind
  • 15. 15 Analyzing your competitors • Learn from your competitors & similar accounts • Useful tools: Social Insider, Kompyte, Twitonomy, RivalIQ • Learn about their audience, their interests & behaviour • What are their best/worst performing content?
  • 16. 16 Test everything • A/B testing:  Posting times  Call to action  Tone of voice  Hashtags  Content  Length • Only test one thing at a time!
  • 17. 17 How to use Google Analytics to measure your social media success • Use for social media traffic & conversions • Acquisition-> All Traffic -> Channels -> Social • Don’t forget about traffic quality
  • 18. 18 How to use Google Analytics to measure your social media success • Set goals in Google Analytics to track conversions from social media • Evaluate your social media ROI • Admin -> View -> Goals
  • 19. 19 Useful tools For tracking your social media analytics & success
  • 20. 20 Useful tools: Agorapulse • Social media management tool • Track brand awareness • Publishing & Engagement • Audience insights: influencers & ambassadors • CRM tool: organize followers • Best content • Team management analytics
  • 21. 21 Useful tools: Quintly • Professional social media analytics • In-depth analytics for: Twitter, YouTube, Google+, LinkedIn, Instagram& blogs • Customize your dashboard • Competitive benchmarking • Track customer care
  • 22. 22 Useful tools: Social Insider • Competitive research for Facebook and Instagram • Check your own analytics • Comparison reports • Check best/worst content • Paid media
  • 23. 23 Useful tools: Hashtagify • Discover hashtags & top influencers • Track Twitter & Instagram hashtags • Track hashtag campaigns • Detailed reporting for hashtag campaigns
  • 24. 24 Useful tools: Brandwatch • Web monitoring & analytics • Track consumer feedback • Track current trends • Monitor mentions • Actionable metrics
  • 25. 25 Useful tools: Brand24 • Web monitoring & analytics • In-depth analytics • Professional monitoring • Customer service • Competitive benchmarking
  • 26. 26 Useful tools: SoTrender • Social media analytics • Twitter, Facebook, Instagram, YouTube • Engagement, Content insights, Audience insights, Customer service • Keep track of admin duties • Automatic reporting • Recommendations
  • 27. 27 Useful tools: Meltwater • Monitoring & analytics • Track your online brand awareness • Track media coverage • Comparisons on share of voice • Sentiment analysis • Measure PR ROI
  • 28. 28 What we’ve learned: key insights • Why social media analytics are so important • How to optimize your social media marketing using analytics • How to set SMART goals • How to understand your audience better • What to look for when measuring your content’s success • The importance of competitive research • How to a/b test social media • How to leverage Google Analytics • Useful analytics tools
  • 29. 29 Thank you for listening! Any questions?