This is my presentation for the Social Media Analytics session at #SearchFest 2013. I discuss some of the less measurable and longer term benefits of social media, as well as a better way to measure the short term financial benefits.

1. Social Media
Analytics
Giving Social the Credit it Deserves
MIKE PANTOLIANO

2. My Goals

4. What’s the ROI in
Social Media?
Everyone – All the time
Mike Pantoliano @MikeCP

5. Source: Forrester Research, Inc.

6. Financial
Perspective
How does SM
affect sales?
Mike Pantoliano @MikeCP

7. Digital
Perspective
How does SM increase
the value of/collaborate
with our owned media?
Mike Pantoliano @MikeCP

8. Risk
Management
Perspective
How well does SM allow
us to act on PR issues?
Mike Pantoliano @MikeCP

9. Brand
Perspective
How well does SM
keep us at our
user’s top-of-mind
Mike Pantoliano @MikeCP

10. Source: Forrester Research, Inc.

11. Let’s Do Some (traditional) Analysis
Mike Pantoliano @MikeCP

12. $
$
$
Mike Pantoliano @MikeCP

13. $
$ Conversion
$
Mike Pantoliano @MikeCP

14. $
What About These?!
$
$
Mike Pantoliano @MikeCP

15. This Sucks for Social

16. Social Everything Else

18. Let’s Talk About
My Addiction to
Scavenger Hunts

22. Where’s the Money, Lebowski?

23. YIKES.

24. Social Analytics is Hard

25. Social Analytics is Hard
(but now that we’ve hit rock
bottom, let’s work our way up)

26. There is no silver bullet
Once again, everyone, ever
Mike Pantoliano @MikeCP

27. Metrics Schmetrics
Source: Altimeter Group
Mike Pantoliano @MikeCP

28. Measuring Off-Site
Engagement

30. Don’t confuse the tool with the metric!

31. Followers/Fans
@Mentions
Likes/Shares/RTs
Clicks (bit.ly, ow.ly)
Mike Pantoliano @MikeCP

32. Measuring On-Site
Engagement

37. Man, those
Distilled folks
really know their
stuff!

38. Bounce!

39. Adjusted Bounce Rate
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_gaq.push(['_trackPageview']);
setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
http://bit.ly/XlzMnU
Mike Pantoliano @MikeCP

40. Invest in Micro-Conversion
Goal Setup

41. Mike Pantoliano @MikeCP

42. Mike Pantoliano @MikeCP

43. Mike Pantoliano @MikeCP

44. Mike Pantoliano @MikeCP

45. Mike Pantoliano @MikeCP

46. Google Analytics Social Reports

48. Assisted Conversions
Mike Pantoliano @MikeCP

50. Meh.

51. Here’s a custom report!
http://bit.ly/VCJpnd
Mike Pantoliano @MikeCP

52. Here’s a custom report!
http://bit.ly/VCJpnd
http://bit.ly/VCJpnd
Mike Pantoliano @MikeCP

53. Assisted Conversions by Network

54. Assisted Conversions by Network
Um... Wow.

55. Old and Busted
The New Hotness

56. Multi-Channel Funnels

57. Assisted Conversions vs. Other Channels

58. Multi-Channel Funnels

59. Remember These?
$
$
$
Mike Pantoliano @MikeCP

60. Attribution Modeling Tool

61. Attribution Modeling Tool

62. In Conclusion

63. What’s the ROI in
Social Media?
Everyone – All the time
Mike Pantoliano @MikeCP

64. Source: Forrester Research, Inc.

65. Measure On-Site
Engagement with Bounce
Rate & Goals

66. Consider the Whole
Customer Journey

67. Thanks.
Any questions?
MIKE PANTOLIANO
mike.pantoliano@distilled.net
@MikeCP