The document discusses using social analytics for storytelling and strategic decision making. It covers topics like ethics in data use, integrating social media into marketing funnels, and using analytics to inform tactics. Examples provided include understanding follower demographics over time to validate personas and monitor sentiment. The goal is to use data insights to tell meaningful stories that engage communities and make strategic channel, content, and timing decisions.

1. SOCIAL ANALYTICS – STRATEGY AND
STORYTELLING
Sam Paterson
Social Media Strategist
UCalgary
@paterson_sam

2. Storytelling
Ethics
Integrated Marketing
Strategic Decisions -
Tactical
ANALYTICS

3. #1
ICEBREAKER: GOOD PEOPLE
USING ANALYTICS BADLY

4. THE BROADCASTER

5. THE MINER

6. THE AUTEUR

7. THE PATHOLOGIST

8. #2
STORYTELLING

9. DATA INFORMS WHO AND
WHAT INTERESTS OUR
COMMUNITY

10. DATA REVEALS THE POWER
OF REAL PEOPLE’S STORIES

11. #3
ETHICS

12. Policies -- tools and
channels
Data storage
Contests
PRIVACY

13. Gender
Age
Race
DATA ETHICS

14. #4
INTEGRATED MARKETING

15. SOCIAL IN THE FUNNEL
Awareness
Consideration
Conversion
Loyalty
Advocacy

16. Earned – Top
Owned – Depends
Paid – Depends
FUNNEL
STRATEGY

17. RaDaR
(FORRESTER)
Source: http://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radar

18. SOCIAL + WEB + VIDEO STRATEGY

19. Conversions
Video views
Engagement
Impressions
CHANNEL FIT

20. #5
STRATEGIC DECISIONS -
TACTICS

21. You vs. competition

22. Pew Research Center
Industry Slack Group
Colleagues IRL
DATA IN
CONTEXT

23. RHYTHM OF THE BUSINESS
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
January February March April May June
2016
2015

24. DEMOGRAPHICS – MONTH OVER MONTH
Follower Demographics By Age - Facebook
13-17
18-24
25-34
35-44
45-54
55-64
65+

25. TIME OF DAY

26. VALIDATE PERSONAS

27. SENTIMENT

28. UTMs, URLs & GOOGLE
ANALYTICS
UTM_Source UTM_Medium UTM_Campaign UTM_Content
Channel Type Owned, Paid, Influencer Name of Campaign
Video, eBook, Webinar,
Web Story
Google Campaign Builder is free!

29. Native analytics
Social listening
Influencer
identification and
amplification
TOOLS

31. DEFENDING DATA

32. QUESTIONS?