Intro to Social Media Analytics #elkottab workshop

1. Intro to ScialMedia Analytics

2. By the end of this workshop you will be able to:
•Define different analytics terminologies
•Ability to measure different social media networks
•Create development cycle that suits the business needs
•Craft Basic Performance Reports

3. Ch1: Social Media Terms
Discussion
Case Study: Competitive analysis
Activity
Ch2: Analyze Performance
Game
Ch3: Craft Data Products
Activity

4. Ch1/Social Media Analytics Terms
•Interactions
•Data Range
•ER by platform & Objective
•Impressions by platform & objective
•Reach
•Share of voice
•Demographics
•Social CS
•Sentiment
•Fans
•Internal & External Benchmarking

5. Ch1/Social Media Analytics Terms
•Like
•+1
•Favorite
•Comment
•Reply
•mention
•Share
•Retweet
•Repin
•Clicks
Life Time OR All Time
Selected Range
Start Date
End Date
Data Range
Engagement Rate For pages you are not admin at
Interactions/Engagement
Source: social bakers
Source: Simply Measured
Engagement Rate For pages you are admin at
Post Level Engagement Rate

6. Ch1/Social Media Analytics Terms
Sentiment
Social CS
Share of Voice
determine shares between
2 or more competitors for online
Conversations.
40.4%
24%
21.1%
13.3%
1.2%
Apple
Samsung
Sony
Microsoft
HTC
Determine whether the opinion
of someone is
(Positive-Negative –Neutral)
55
134
91
Vodafone
Positive
Netural
Negative
•General Response rate
•Response rate by time
Share of Voice = Your Mentions /
(Total Mentions for Competitive Brands)

7. Ch1/Social Media Analytics Terms
•Twitter
Impressions/Reach

8. Ch1/Social Media Analytics Terms
•Facebook
Impressions/Reach
Organic Reach
Paid Reach
Viral Reach
The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't.
The number of people who saw a sponsored story or ad pointing to your Page.
The number of people who saw your Page or one of its posts from a story shared by a friend.
These stories include liking your Page, posting to your Page's timeline, liking, commenting on or sharing one of your Page posts, answering a question you posted, responding to one of your events, mentioning your Page, tagging your Page in a photo or checking in at your location.

9. Ch1/Social Media Analytics Terms
Impressions/Reach Explanation
Reach
Person 1
Person 2
Person3
Person4
Person5
5
-
Impressions
6
5
10
3
15
-
39
Total Reach
TotalImpressions

10. Ch1/Social Media Analytics Terms
Demographics

11. Ch1/Social Media Analytics Terms
•Change in Fans
•Growth Rate
•Acquired new fans
•Lost Fans/Unlikes
•Influencers
Internal Benchmark
External Benchmark
Fans
•Comparing Performance over time
•Satisfaction Score
•Content Evaluation

12. Activity
Few days ago Easy Taxi started to encourage different segments to use it’s service and you are responsible for their social media analytics, and you were asked to conduct Performance report for Facebook & Twitter.
Craft a one slide report using powerpointthat can cover the following
Data Range (Campaign Start: Campaign End)
•Number of posts per day (Bar Chart)
•Total interactions percentage Per network: (Pie Chart)
Facebook (Shares-Comments –likes)
Twitter (Favorites-Retweets -Replies)
•Daily Posts Engagement Rate per network
•Top post based on ER

13. Business Cases
Facebook Studio
Twitter Cases
Google+
YouTube Cases
Instagram Blog
LinkedIn Cases
Pinterest Cases

14. Ch2/Analyze Performance
Content Development Cycle
Analyze
Develop
Incept
Smash
Create
Engagement Sentiment

15. Ch2/Analyze Performance
1stSlide
Life Time Fans/Followers
Max Fan Count Change Per
Day-Week-Month
Fan Growth Rate
Engagement Rate
Change in Fans
Total Reach
Total Page Views
= (Present –Past)/Past * 100

16. Ch2/Analyze Performance
2ndSlide
Total Interactions
When Most Fans are online
Interactions by percentage
Number of posts by brand
Percentages Pie Chart
Number of posts shared by fans
Interactions Breakdown

17. Ch2/Analyze Performance
3rdSlide
Daily –Weekly -Monthly
Engagement Rate
Changes in fans
Vertical Bar Chart

18. Ch2/Analyze Performance
4thSlide
Daily –Weekly -Monthly
Total Reach
Page Views
Horizontal bar chart

19. Glossary/Useful links
oPinterest Analytics Terms Definitions
oFacebook Analytics Terms Definitions
oTwitter Analytics Terms Definitions
oInstagram Analytics Terms Definitions
oGoogle+ Analytics Terms Definitions
oYoutubeAnalytics Terms Definitions