AI Virtual Influencers: The Future of Influencer Marketing
Social Media Analytics - How to gain real insights
1. Digital Marketing Priorities 2016
Brought to you by:
How to Gain Real Insights from Social
Analytics
Jon Quinton
Agency Director
Builtvisible
Make your social media reporting more actionable, improving
buy-in for future campaigns and always-on activities
2. SOCIAL ANALYTICS
Learn to measure what you really care about
Jon Quinton
Agency Director
jon@builtvisible.com
@jonquinton1
3. What do we REALLY care about, and
how can you measure that
14. How many people saw my content via social?
Reached
782,681
People
15. How many people saw my content via social?
Reached
799,005
People
16. How to calculate reach:
Step 1: Get a Buzzsumo account, go
to ‘Content Research’, and enter the
content you’re interested in
17. How to calculate reach:
Step 2: Click ‘view
sharers’ and download
the report.
Then, repeat the
process for every
placement gained to see
how many people you
reached via Twitter.
18. Finding out why your content did well on
social:
Talkwalker’s virality map
is awesome.
Start unpicking ‘why’ a
piece did well, so you can
attempt to repeat next
time round.
19. Assigning a value to your social impressions:
Using Google’s Display Planner, it’s easy to assign a
comparable value to your impressions. In this instance,
530,000 impressions on Twitter would have cost £887
via Display.
20. Assigning a value to your social impressions:
And 3.6m impressions via Facebook would have cost
£5,400 via CPM bidding on Google Display.
21. Understanding ‘who’ you’re reaching:
For B2B, LinkedIn offers excellent insight into who
you’re reaching by seniority, industry, job function and
more.
22. Understanding ‘who’ you’re reaching:
Twitter also offers excellent
audience insights, from
household income, to marital
status, to buying habits
24. First some context:
Social
typically acts
as an ‘assist’
rather than a
direct route to
conversion
Source: http://adwords.blogspot.co.uk/2013/04/the-customer-journey-to-online-purchase.html
25. First some context:
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
This great feature
from Think with
Google helps you
see typical
interactions by
channel, by sector
26. Create custom reports in GA to track conversions by
network:
Creating custom
reports in GA to see
traffic and
conversions via
social is simple
28. How is social impacting my revenue?
Any conversion reporting you do
needs to reflect Social’s typical
place in the mix. Assisted
conversions are a must.
29. Conversion segments to track first interactions:
Conversion segments for any
goal completions that originated
from a first interaction with
social
31. How do I compare to my competitors?
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Ritz Carlton Kempinski Hyatt Four Seasons
Reviewing total shares across
brands. Buzzsumo let’s you
export a report per brand, term
or topic.
32. How do I compare to my competitors?
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Ritz Carlton Kempinski Hyatt Four Seasons
facebook
google
twitter
linkedin
Pinterest
Are there networks you’ve
ignored?
33. Comparing sentiment by media type:
Four Seasons Sentiment by media type Ritz Carlton Sentiment by media type
Reviewing sentiment gives you a clearer
idea of not just coverage, but the nature of
the coverage you’re gaining
Try: https://www.talkwalker.com
36. Find what works – do more!
Revisit all the data we’ve already looked at. If you’re
having success with something – repeat!
37. B2B insights via LinkedIn ad builder:
Using LinkedIn’s ad builder, we can see an audience size
of 23,000 senior level mangers who work in travel &
tourism, and are currently based in Italy
38. Top referrals from GA:
Take your referral data from
GA, and repeat the earlier
process to find out where,
and why, they are having
success on social
39. Discovering what content worked well for
your competitors:
0 500 1000 1500 2000 2500 3000
Four Seasons Wedding Ideas—An Intimate Wedding in…
Four Seasons Four Seasons Hotel Firenze
Four Seasons Kate Spade Wedding Shoes & Accessories
Unforgettable Vacations at Four Seasons
Four Seasons Cake Tasting
The Best Places to Visit in Europe for Art, Music and Culture
China by High-Speed Train
Things to Do in Mumbai: Touring Markets and Landmarks
Four Seasons Lauren Scruggs and Jason Kennedy’s Winter…
Tokyo’s Best Whiskey Bars—Four Seasons Magazine
24 Riesling Wine Recommendations
Four Seasons Istanbul Wedding at Four Seasons Bosphorus
Four Seasons Palo Alto Wedding Venues at Four Seasons Palo Alto
Four Seasons Destination Weddings – Thailand Weddings
Best Beaches in the World—Four Seasons Magazine
Renaissance Recipes: Fig and Walnut Stuffed Ravioli
Four Seasons Wedding Ideas - Alternative Wedding Cake Ideas
Around the World: Four Seasons Bora Bora
Best Views in the World from Four Seasons
Four Seasons Santa Barbara Destination Weddings
40. Discovering what content worked well for
your competitors:
0 200 400 600 800 1000 1200
Unforgettable Vacations at Four Seasons
The Best Travel Photography on Instagram
10 Lanai Resort Favorites
John Legend Interview with Four Seasons
Four Seasons Wedding Traditions Around the World: Gifts
Sleep Well With Four Seasons
Four Seasons European Heritage
Luxury Flats in London
The Four Seasons App
41. • Keep it simple – less is more!
• Find the metrics that matter the most (reach, revenue,
competitor share)
• Always unpick the ‘why’
Key takeaways:
The beauty of social is not only gaining a quantitative view of success, but also a qualitative measure through an understanding of ‘who’ shared your content. Seniority – AKA, ‘Am I reaching decision makers or people with influence’?
How well targeted is your social audience compared to other channels, how well does it fit your brands demographic? With insights such as these you should be able to clearly demonstrate your ability to reach the right people. That’s always going to be key in securing more investment.
You need to understand that social typically sits very early in the buying cycle. Whilst it’s vital for attracting new customers in the ‘research’ phase, your reporting needs to reflect the fact that’s it’s not usually a direct click to transactions.
This is pretty useful from Think with Google – see where interactions with Social sits in within your industry: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search. Change to a gif?
Create custom reports in GA. Custom reports are super easy, and this will show you by network, what generated the most traffic, and what then went on to convert.
The problem however is that this reports on last click or direct conversions. As we saw a minute ago, social is rarely a final touch point prior to converting, so that really has to be considered when building out reports.
That has to be reflected in how you report for stuff. Has over twice the amount of assisted conversions compared to last click or direct conversions. Display is the extreme of this. Direct is very similar in volume. If you’re reporting on revenue or conversions, then assisted reports are a must.
Setting up conversion segments for any first interaction with social is easy. How granular you go depends on whether or not you have campaign tracking set up for your links on social, but if you do, you can get a pretty good sense of how many conversions resulted from a first interaction with social on a specific promotion or campaign. Nice.
Buzzsumo – comp comparison on total shares
Buzzsumo – comp comparison by platform
Talkwalker competitor sentiment comparison
Talkwalker competitor engagement comparison
Using the LinkedIn ad builder
Using the LinkedIn ad builder
Catch your top rerfferals, put them through the same process to see where they have more success. If you find patterns with networks that you’re not putting effort into, it might be a good signal that you should also be concentrating on them.