Drowning in Data?

Analytics Techniques and Tools for Public Relations Pros

Kathleen Stansberry, PhDwww.kathleenstansberry.com

@kstansberry

Authority and

Influence

Authority and Influence

"Really good digital analytics people are like gold right now" - Kevin Cook Chief Operating Officer of Edelman Chicago

Social Media Use: Distribution/Amplification

Social Media Use: Dialogic

Social Media Use: Understand/Engage

Tapping into the Digital Data Stream•Key Terms• API [Application Program

Interface]• SaaS [Software as a Service] • Likes and Shares• Engagement Rate• Sentiment Analysis• Data Mining• Rich Data

Popular Paid Social Analytics Tools

• Radian6• Sysomos• Brandwatch• Crimson Hexagon• Meltwater• Sprout Social

Screenshot: blogs.rti.org

Site Specific Analytics Tools

• Facebook Insights• Twitter Analytics • Pinterest Analytics• LinkedIn Analytics• Simply Measured

(Instagram)• Social Rank (Instagram Tracking)

UX [User Experience] Research

Website Traffic Analysis

Become a Google Analytics Experthttps://analyticsacademy.withgoogle.com/

Social ListeningMonitoring social media channels to identify opinions, thoughts, concerns and priorities of key publics.

What do SM users think about your brand?

What do social media users think about?

https://hootsuite.com/

Finding Meaning in Social Media Data

http://provalisresearch.com/products/qualitative-data-analysis-software/freeware/

Issue: How do we provide millennial employees with more effective feedback?

Source: https://prpost.wordpress.com

By Tiffany Gallicano, University of Oregon

Issue: How do we increase adherence to survivorship care recommendations in young adults with cancer?

Influencer Analysis

Automated Influencer Identification

• Social Searcher (General): http://www.social-searcher.com/ • BuzzSumo (General): http://buzzsumo.com/• FollowerWonk (Twitter – a moz product): https://followerwonk.com/ • ViralWoot (Pinterest): http://viralwoot.com/ • Iconosquare (Instagram): http://iconosquare.com/

Online Network Analysis: Wine Industry

https://www.issuecrawler.net/ https://sites.google.com/site/ucinetsoftware/home

https://nodexl.codeplex.com/

LinkedIn Network Maphttp://socilab.com/

Mobile Analytics

Flurry: https://developer.yahoo.com/analytics/ Google: http://www.google.com/analytics/mobile/

Real Time Data Tracking

Survey: https://www.surveymonkey.com/ Location: https://locatoweb.com/ Self Reporting: https://evernote.com/

• Platform Specific Tools• Facebook Insights: https://www.facebook.com/ • Twitter Analytics: https://analytics.twitter.com • Pinterest Analytics: https://analytics.pinterest.com/ • LinkedIn Analytics: https://help.linkedin.com • Instagram Tracking by Social Rank:

https://www.socialrank.com/ • Instagram Followers by Simply Measured:

http://simplymeasured.com/free-s

• UX [User Experience] Tools• Google Analytics Training:

https://analyticsacademy.withgoogle.com/• GoingUp!: https://www.goingup.com/• Crazy Egg: http://www.crazyegg.com/

• Social Listening Tools• Social Mention: http://www.socialmention.com/ • How Sociable: http://www.howsociable.com/ • Google Alerts: https://www.google.com/alerts • Mention: https://mention.com/ • Hootsuite: https://hootsuite.com/ • QDA Miner:

http://provalisresearch.com/products/qualitative-data-analysis-software/freeware/

• Influencer Analysis Tools• Social Searcher (General):

http://www.social-searcher.com/ • BuzzSumo (General): http://buzzsumo.com/ • FollowerWonk (Twitter – a moz product):

https://followerwonk.com/ • ViralWoot (Pinterest): http://viralwoot.com/ • Iconosquare (Instagram): http://iconosquare.com/

• Network Analysis Tools• IssueCrawler: https://www.issuecrawler.net/ • UCINet/Netdraw:

https://sites.google.com/site/ucinetsoftware/home • NodeXL: https://nodexl.codeplex.com/ • SociLab (LinkedIn: http://socilab.com/

• Mobile Research Tools• Flurry: https://developer.yahoo.com/analytics/ • Google: http://www.google.com/analytics/mobile/ • Survey Monkey: https://www.surveymonkey.com/• LocaToWeb: https://locatoweb.com/ • EverNote: https://evernote.com/