Social Media Week. Social Analytics & Dahboards. Your opportunity to be the company hero

Transcription

1 Social Media Week Social Analytics & Dahboards Your opportunity to be the company hero

2 Who am I? Morten Blumensaadt Digital Strategist Propeople/Bysted

3 01 Why do Dashboards Rock?

4 We have many questions How are we doing on Facebook? Is our SEO performing? Are we spending our budgets wisely? Should we focus more on paid media? Or less? Is our media agency worth the money we pay?

5 The answer is in your data

6

7 The benefit of a dashboard

8 A GREAT DASHBOARD ALLOWS US TO: Share data and align people across departments Spend time on optimization instead of reporting Deliver real time insights instead of 30 days reports Drive action!

9 Becoming a hero - tip # 1 The primary purpose of a dashboard is not to inform, and it is not to please. The primary purpose is to drive action!

10 02 The path to a great dashboard

11 Who will use the dashboard? The CEO? Marketing? Sales? HR? Analysts? Agencies?

12 Becoming a hero - tip # 2 Design the dashboard to a specific target group - The CFO doesn t need to know the bounce rate on mobile devices.

13 Define the use cases

14 USE CASE EXAMPLES: DASHBOARD FOR DEPARTMENTS Executives Marketing Sales HR Needs: State of business, opportunities Uses it for: Budgetting, prioritizing resources Content: Periodic revenue (Compared to previous period) Costs for activities (Compared to previous period) Sales pipeline Key market trends Needs: Overview of channel performance, optimization potential Uses it for: Planning actions Content: Channels Conversion rate Bounce rate (Trend) Landing page Conversion rate Bounce rate (Trend) Needs: Sales and lead generation overview Uses it for: Planning actions Content: Pipeline (Compared to target) (Trend) Number of calls (Compared to target) Needs: Recruiting and lead generation overview Uses it for: Planning actions Content: Number of applications received (Compared to target) Conversion rates Content consumption (In career section) (Trend) LinkedIn Conversation rate Amplification rate Applause rate

15 USE CASE EXAMPLE: GROUPING DATA FOR PAID, EARNED, OWNED MEDIA $ Paid media: Expanding our reach through paid media CTR, Conversion rates (and assists), % new visitors Earned media: Building our tribe through valuable and engaging content Comments, Shares, Likes, Mentions, Sentiments Owned media: Engaging visitors, converting visitors to buyers Content consumption, Profit, Conversion rates, Costumer loyalty

16 Becoming a hero - tip # 3 Design your dashboard around a specific use case - Irrelevant information is a distraction!

17 UNDERSTAND THE WORLD AROUND YOU EXPAND REACH - ATTRACT NEW AUDIENCES ENGAGE THE AUDIENCES, HAVE THEM THINK ABOUT PURCHASING CONVERT VISITORS TO BUYERS RETAIN!

18 UNDERSTAND THE WORLD AROUND YOU EXPAND REACH - ATTRACT NEW AUDIENCES ENGAGE THE AUDIENCES, HAVE THEM THINK ABOUT PURCHASING This is not enough! CONVERT VISITORS TO BUYERS RETAIN!

19 Becoming a hero - tip # 4 Remember the entire costumer journey in your dashboards - not just the last interactions! A narrow focus can cause wrong decisions.

20 The recipe of a dashboard Add data Add context Add segments Add visualization

21 03 Examples

22 Example # 1: Lead generation

23 Lead generation 1,243 New leads: 1,243 Target: 1,553 leads Last year This year Insights: Facebook changed their algorithm (again!) and increase emphasize on in-stream video. april may june july Source Last year This year Recommendation: Make an activity plan for the next 3 months, to ensure that ressources are allocated. Increased competition causes a need for extra budget allocation to keep expanding reach through paid ads. Business impact: Estimated lost revenue, if trend is not turned: $ SEO PPC FB LinkedIn

24 Example # 2: Social Media engagement

25 Social Media engagement Followers: 1,243 Traffic: 878 Likes: 125

26 Social Media engagement April May June July Explanation Conversation rate 1,63 1,78 1,64 1,8 Dialogues (comments) Amplification rate 13,87 14,59 14,59 13,87 Shares, retweets, repins.. Applause rate Likes, +1 Visitors Well.. visitors clicking through Value Economic value of visitors

27 Social Media engagement Conversation rate Amplification rate Applause rate Visitors Value april may june july april may june july

28 Social Media engagement Facebook Conversation rate Applause rate Amplification rate Visitors Value Insights: What happened? Why? Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result? april may june july april may june july Twitter Conversation rate Applause rate Amplification rate Visitors Value Insights: What happened? Why? Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result? april may june july april may june july

29 Example # 3: Content marketing

30 Content Marketing - Bounce rates Bounce rate: 43 % (vs. 48 %) Top Traffic drivers, bounce rates Articles Visits Visits previous Bounce rate Bounce rate previous How to build a great dashboard % 52 % Dashboarding for winners - become the company hero % 36 % Analytics for brand sites - how to choose what to measure % 67 % Social Analytics beyond the obvious % 37 % Top Traffic sources, bounce rates Articles Visits Visits previous Bounce rate Bounce rate previous Organic search % 52 % Paid search % 36 % Social media paid % 67 % Social media referrals % 37 %

31 Content Marketing - Bounce rates Bounce rate: 43 % (vs. 48 % ) Top Traffic drivers, bounce rates Articles Visits Visits previous Bounce rate Bounce rate previous How to build a great dashboard % 52 % Dashboarding for winners - become the company hero % 36 % Analytics for brand sites - how to choose what to measure % 67 % Social Analytics beyond the obvious % 37 % Insights: What happened? Why? Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result? Top Traffic sources, bounce rates Articles Visits Visits previous Bounce rate Bounce rate previous Insights: What happened? Why? Organic search % 52 % Paid search % 36 % Social media paid % 67 % Social media referrals % 37 % Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result?

32 Content Marketing - Read rates (content consumption) Page views How to build a great dashboard Dashboarding for winners - become the company hero Analytics for brand sites - how to choose what to measure Social Analytics beyond the obvious

33 Content Marketing - Read rates (content consumption) Read 25 % Read 50 % Read 75 % Read 100 % How to build a great dashboard Dashboarding for winners - become the company hero Analytics for brand sites - how to choose what to measure Social Analytics beyond the obvious Insights: What happened? Why? Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result?

34 Content grouping Page views Career section 252 Sales pages 26 Investor relations 65 About pages 135

35 Content grouping Page views Career section Sales pages Investor relations About pages

36 Content grouping Organic search Paid search Facebook LinkedIn Career section Sales pages Investor relations About pages Insights: What happened? Why? Recommendation: What are we going to do about it? And who is responsible? Business impact: What will be the result?

37 Becoming a hero - tip # 5 Adding context and segmentation turns data into information. YOU can turn information into insights.

38 04 Where to begin?

39 THE MATURITY LADDER 3 1 Discovery Data collection Quality assurance 2 Visualize Custom reports Dashboard visualization Turning data into actionable insights Optimize Identify potential wins Build hypothesis Test & Learn Implement Rinse & Repeat

40 Becoming a hero - tip # 6 Obsess about data quality. The only thing worse than not having a dashboard is having a polluted dashboard!

41 MATURITY LADDER Profitability Costumer Lifetime Value Visits Bounce rates Pages per visit Macro outcome Page value Cost per acquisition Abandonment rate Assists Conversation rate Amplification rate Micro outcome Economic value Offline value Click through Today Potential

42 SUCCESS COMES FROM: Tools 10 % People 90 %

43 Becoming a hero - tip # 7 Success comes from 10 % tools and 90 % people - build, buy or hire the competences.

44 ITERATE 1 Build Iterate 3 2 Get feedback

45 Becoming a hero - tip # 8 A dashboard is not static. The best dashboards are evolving over time and are updated when business focus is changing.

46 Questions or thoughts?

47 Thank you! Slides and evaluation form on Morten Blumensaadt Digital Strategist Propeople/Bysted