Building an effective analytics program Mark Farmer, Ryerson University – July 29, 2013

Return on investment != “Return on engagement” (Gain from investment - cost of

investment) / cost of investment In other words, you want to get out more

then you spend

It‟s immeasurable You shouldn‟t measure You need to find the dollars ROAS (Return on Ad Spend) equivalent is what

matters

Reach Engagemen

t◦ Conversation Influence Traffic Conversion

◦ …to sale

Facebook◦ Page impressions◦ Stories created

CommentsShares

◦ Likes◦ Fans◦ Reach◦ People talking about this

Twitter◦ Mentions◦ Retweets◦ Impressions◦ Clicks

YouTube◦ Views◦ Minutes

watched◦ Subscribers◦ Likes◦ Shares◦ Favourites

LinkedIn◦ Shares◦ Comments◦ Views

Benchmark!1. Previous effort2. The competition3. Phone-a-friend4. Going forward

Engagement & Reach◦ Twitter

RetweetsFavourites

◦ FacebookLikes“Talking about this” index

◦ YouTubeLikesFavourites

◦ Specific interactions (likes, shares, etc.) for other

media such as Tumblr, Pinterest, Instagram, etc.

Pure Reach◦ Facebook

Likes Views Organic & viral reach Virality Frequency of visits per user

◦ Twitter Tweet reach

◦ YouTube Subscriptions

◦ Traffic metrics from other sources such as Tumblr, Pinterest, Instagram, etc.

◦ Total monthly mentions in Radian 6 / Sysomossegmented by sentiment

Influence◦ Top influencer reach in Radian6 / Sysomos◦ Interaction rate of top influencers◦ Number of stories picked up by mainstream media

via digital sources

Sentiment◦ Net sentiment in Radian6

Traffic◦ Total social mentions, filtered by sentiment◦ Social traffic to website & blogs

Many of the metrics listed above depend on a variety of inputs. Because of this, digital media practitioners shouldn‟t be held solely responsible for moving these metrics; such metrics are impacted by many different inputs above and beyond the digital media channels available to an institution.

For example, sentiment is a key metric because it‟s a proxy for consideration: if people think of you favourably online, we can safely assume (and correlate quantitatively, if needed) that they will consider buying from you / interacting with you in a desirable fashion.

However, sentiment is influenced by many different sources around an institution, which are completely separate from digital media.

Therefore, although net sentiment can be benchmarked for specific posts or digital media channels, digital media success can‟t be based on net sentiment for an institution. Digital media might only contribute a small part of an institution‟s overall net sentiment and perception.

Radian6 Sysomos Heartbeat SproutSocial HootSuite Google Analytics / Adobe Site

Catalyst / Webtrends / etc.

Facebook Insights Google+ ripples (sort of) (ok, not really)

LinkedIn◦ “Whose viewed your updates”

Being “rolled out” http://christinehueber.com/2013/your-new-more- personalized-linkedin-homepage-by-christine- hueber/

◦ Corporate page analytics Instagram Pinterest

Other◦ Tumblr - statcounter◦ WordPress - Google Analytics / Adobe Site

Catalyst

Twitter Why? $

Hashtracker TweetReach Searchhash.com

Excel Pivot charts

How do we turn this into money?◦ You don‟t - it‟s part of a marketing

funnel◦ “You set „em up - we knock „em down”

Change over time Sentiment - proxy Social care Social CRM SWOT analysis

http://www.smartinsights.com/social-media- marketing/facebook-marketing/what-is-the- value-of-a-facebook-fan-a-case-study/

Twitter reach: http://www.unmarketing.com/2012/04/15/

when-we-exaggerate-our-size-everyone- loses/

Olivier Blanchard - Social Media ROI: http://www.amazon.ca/dp/0789747413

Beth Kanter - Measuring the Networked Non- Profit: http://www.amazon.ca/Measuring- Networked-Nonprofit-Using- Change/dp/1118137604

Katie Delahaye Paine - Measuring What Matters: http://www.amazon.ca/Measure-What-Matters- Understanding-Relationships/dp/B00D821V28

Avinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-Analytics-2-0- Accountability-Centricity/dp/0470529393

ca.linkedin.com/in/markfarmer64 twitter.com/markus64 http://digitalheresy.tumblr.com