Robin Leonard, CEO of AllFamous Digital, gave a presentation on social media analytics. The presentation covered an introduction to social media analytics, why it is important to analyze social data, different types of analytics like Facebook Insights and Google Analytics, defining objectives for social media, setting key performance indicators, creating reports, and calculating return on investment. The presentation provided examples and discussions around each topic to demonstrate how to effectively measure and analyze social media performance.

1. The Numbers Game
Robin Leonard
CEO, AllFamous Digital
An exploration into Social Media Analytics

2. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

3. introduction
We have run 3 demos
I believe we all agree the value of getting into social…
But just in case you don’t agree
we are passionate about social @
My name is Robin Leonard
CEO, AllFamous Digital
I’m a kiwi, living in the
Philippines for 3 years
My professional
background is
management consulting,
marketing, CRM and
contact center
management
expert in digital strategy
robin_allfamous
robinleonard1
FOLLOW ME ON:
www.allfamous.com

4. http://bit.ly/zaH9AM
What is the ROI of my mother?

5. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

6. Why care?
Justifying social media
to your boss?

7. Why care?
Gain actionable insights

8. Why care?
Turn connections into
customers for life

9. Get real-time
insights on your
competitors
- Sun Tzu
“Know your enemy and know
yourself and you can fight a
hundred battles without disaster”
What would Sun Tzu do if he had Radian6?
Why care?

10. Example: Reputation Management

11. Example: Reputation Management

12. Example: Reputation Management

13. Example: Reputation Management

14. Example: Reputation Management

15. http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/
Yes, Sentiment Impacts Sales

16. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

17. Types of Analytics
Social Web Listening
Lets focus for today social media analytics
Others include influencer, pipeline conversion, PPC, Email etc

18. Social Analytics
Lets look at
Facebook
Insights

19. Web Analytics
Lets look at
Google
Analytics

20. Social Listening
Lets look at
Radian6

21. What is Sentiment?

22. What is Sentiment?
emotions opinions intent
Subjective impressions, not facts

23. Example 1: Happy Mention
subject emotion brand
product
service

24. Example 2: Unhappy Mention
fact
fact
opinion
emotion

25. Example 3: Sarcastic Mention
brand brand
opinion service
emotion

26. Example 4: Mixed Mention
emotion service brand opinion

27. Example 5: Language Confusion
brand opinion
fact

28. Example 6: Intent to Buy
fact brand subject
intent
brand brand
question

29. The elusive hunt for binary
• For vs. Against
• Like vs. Dislike
• Good vs. Bad
• Ecstatic vs. Happy
• Excited vs. Amused
• ROFL vs. LOL
• Depressed vs. Unhappy
• Sad vs. Destitute
• Frustrated vs. Angry

30. Challenges of Automated Sentiment Analysis
§ People express opinions in
complex ways
§ Cultural ideosyncracies
(e.g. differences in sarcasm,
irony etc)
§ The wider you throw your net
and the more complex the
language, the less accurate
the system will be.

31. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

32. Being a “Customer Company”
http://bit.ly/YEsHmu

33. Social Scorecard
Functionality" Extensive!Limited!
BusinessImpact"High!Low!
4
2
3
2 – Organized
• Direct consumer engagement, may include Customer Service"
• Basic brand monitoring"
• Paid/owned/earned presences are born"
• Social media policies and training in place"
• Full time social media employees "
3 – Engaged
• Creating and publishing content key to engagement"
• Measuring success against business goals"
• Social media management employees"
• Competitive and industry monitoring"
4 – Optimized
• Paid/owned/earned is optimized"
• Social is embedded across enterprise"
• Employee certification required"
• Senior leadership active in social media"
1 – Informal!
• Marketing, PR or Comms with siloed efforts"
• No policies or training"
• Senior leadership asking “why?”"
1
How do you score?
http://www.radian6.com/socialscorecard/

34. Internal Stakeholder Needs.

35. Defining Objectives
1. Sales
2. Lead Generation
3. Call Deflection
4. Fanbase Growth
5. Brand Sentiment
What really matters to your bottom line?

36. Objective 1: Sales
Do you have a
closed sales
loop?

37. Objectives 2: Lead Generation
Can you
capture and
manage
leads?

38. Objective 3: Call Deflection
Social is 40%
cheaper than
call centers

39. Objective 4: Fanbase Growth
What is a fan
worth?

40. Objective 5: Sentiment
Does sentiment
affect revenue?

41. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

42. Key activities

43. Smart marketers test the water

44. Advertising is predictable
CPC CPM

45. Don’t rely on virality

46. Social is a long term game

47. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

48. How do I create a report?
Don’t provide a convoluted report, it looks insecure
How much time
and money did I
spend?
What are the
tangible results?
What do I need to
improve?

49. Agenda
1. Introduction
2. Why care?
3. Types of analytics
4. Defining objectives
5. Setting KPIs
6. Creating reports
7. Calculating ROI

50. Calculating ROI from Social

51. Fans will be driven to stores or online store with “offer codes” to identify them as
social marketing leads, and also track how and why we engaged with them
Assumption monthly target
Store purchases 2,750 pairs
Online purchase 250 pairs
Total Pairs Sold 3,000 pairs
Profit from each
pair
PHP 100
Total Benefit PHP 300,000
Total Cost PHP 200,000
ROI =
(300,000) – (200,000)
(200,000)
= 50%
= PHP 100,000 / month
CAVEAT: This is based on rough assumptions and
only considers profit benefit from digital lead
generation
500
{return on investment}
{assumptions}
ROI Calculation Example

52. Questions?

53. Thank You!!
www.allfamous.com
Robin Leonard
CEO, AllFamous Digital
robin_allfamous
robinleonard1