Social Media Analysis Toolkit

@DecisionStats May 2010

You can only manage what you can measure.

Peter Drucker

Online Marketing ScorecardYouTube ( Video , Newsletter and Webcasts)

Twitter ( Micro- Blog and Links)

Facebook (Groups, Events and Pages)

Linkedin (Groups)

Blogs Newsletter

Webinar Support

Search Engine MarketingSearch Engine Optimization

Online Collateral (White Papers)

WebSite

Channel MetricName

Current Metric Value

Previous Metric Value

Days of Updationbetween Current and Previous

Growth Rate

Online Marketing Hierarchy YouTube ( Video, Newsletter and Webcasts)

Twitter ( Micro- Blog and Links)

Facebook (Groups, Events and Pages)

Linkedin (Groups)

Blogs Newsletter

Webinar Support

Search Engine MarketingSearch Engine Optimization

Online Collateral (White Papers)

WebSite

Channel MetricName

Current Metric Value

Previous Metric Value

Days of Updationbetween Current and Previous

Growth Rate

Content- YouTube ( Video and Webcasts) Video Analytics-My Videos > Insight > Summary (see screenshot)

Content- Twitter ( Micro- Blog and Blurbs)Twitter Analytics and Link Analytics1) Using TwitAlyzer

Content- Twitter ( Micro- Blog and Blurbs)Twitter Analytics and Link Analytics2) Using Bit.Ly Analytics for checking traffic to a link

Facebook AnalyticsPage- Left Margin- Insights -See All

LinkedIn > Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates> Group Members -Newsletter

LinkedIn > Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates> Group Members -Newsletter

Blogs Blogs are the most visible medium in social mediaAggregation of multiple blogs offers even more visibility.Blog Analytics is similar to Website Analytics- with an additional emphasis on Comments, RSS readers, newsletter etc.

Blogs IP Address Level Trackingfor repeat visitors/spammers.

Blog Metrics- 1. Comments /Post,2. Forwards, 3. RSS feed trend, 4. Views/category or vIews/tag. 5. Number of Incoming Links.

Website Metrics- 1. Average time per visit,2. number of visitors,3. bounce rate, 4. location of visitors.

Mostly a time series analysis in terms of statistics.

Newsletter AnalyticsFeedblitz and Feedburner AnalyticsOpens, Clicks,Forwards can be tracked

Webinar AnalyticsUsing custom URL using the ? operator for webinars.

1. Number of final attendees (Feedback for content), 2. Number of Visitors to URLS by advertising /promotional code.3. Number of Registrations (Is the from for registration adequate/ too big? Design of Registration Page)4. Number of repeat visitors (IP Address level, email addresses)5. Revenue and Cost per webinar attendee.6. Archival content on webinars.

Search Engine Marketing AnalyticsUsing advertising for generating leads by ads.

1. Cost per click from ad to the targeted website.2. Cost per conversion from click3. Text ads versus Display Ads Campaigns.

Search Engine Optmization Analytics

Using optimization for generating leads by searches.

1. Rank of Desired Webpage for the keyword.2. Associated Keywords3. Growth in Rank

SEO and SEM are a separate class of analytics which are mostly under utilized or optimized.

Online Collateral (Analytics)

Number of Downloads/ RegistrationsNumber of Leads generatedCost per LeadSearch Engine Impact of Online Collateral

WebsiteThe primary online channel for marketing

Visitor Segments (New and Returning)Visitor Sources (Direct versus Search Engine)

Summing Up : Social Media Report CardYouTube ( Video , Newsletter and Webcasts)

< Views

Twitter ( Micro- Blog and Links) Followers , ReTweets

Facebook (Groups, Events and Pages)

Fans, Likes

Linkedin (Groups) Members, Discussions

Blogs 1. Subscribers,2. Comments, 3. Views

Newsletter 1. Subscribers,2. Opens, 3. Clicks

Webinar Support Cost per Attendee

Search Engine Marketing Cost per Click,Cost per Conversion

Search Engine Optimization <Rank

Online Collateral (White Papers) < Revenue ,Cost per Lead

WebSite New vs Returning

Channel Metric Current

Previous

Days Growth