Social Analytics & Dahboards Social Media Week

Your opportunity to be the company hero

Who am I?

Morten B lumensaadtDig i ta l S t ra teg is tP ropeop le /Bys ted

mor ten@propeop le .dk+45 22718969

01 Why do Dashboards Rock?

We have many questionsHow 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?

The answer is in your data

The benefit of a dashboard

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!

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!

02 The path to a great dashboard

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

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.

Define the use cases

USE CASE EXAMPLES: DASHBOARD FOR DEPARTMENTS

Marketing

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)

Executives

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

Sales

Needs: Sales and lead generation overview Uses it for: Planning actions

Content:

Pipeline • (Compared to target) • (Trend)

Number of calls • (Compared to target)

HR

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

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

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

UNDERSTAND THE WORLD AROUND YOU

EXPAND REACH - ATTRACT NEW AUDIENCES

ENGAGE THE AUDIENCES, HAVE THEM THINK ABOUT PURCHASING

CONVERT VISITORS TO BUYERS

RETAIN!

UNDERSTAND THE WORLD AROUND YOU

EXPAND REACH - ATTRACT NEW AUDIENCES

ENGAGE THE AUDIENCES, HAVE THEM THINK ABOUT PURCHASING

CONVERT VISITORS TO BUYERS

RETAIN!

This is not enough!

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.

The recipe of a dashboardAdd data Add context Add segments Add visualization

03 Examples

Example # 1: Lead generation

Target: 1,553 leads

1,243

Lead generation

New leads: 1,243

april may june july

Last year This year

Source Last year This year

SEO 351 416

PPC 375 405

FB 501 285

LinkedIn 125 137

Insights: Facebook changed their algorithm (again!) and increase emphasize on in-stream video.

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: $ 372.000

Example # 2: Social Media engagement

Social Media engagement

Followers: 1,243 Traffic: 878 Likes: 125

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 5 6 6 5 Likes, +1

Visitors 23250 22600 22500 22325 Well.. visitors clicking through

Value 125300 125566 126100 125950 Economic value of visitors

april may june july

Conversation rate Amplification rate Applause rate Visitors

Social Media engagement

april may june july

Value

april may june july

Conversation rate Amplification rateApplause rate Visitors

Facebook

Twitter

april may june july

Conversation rate Amplification rateApplause rate Visitors

april may june july

Value

april may june july

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?

Insights: What happened? Why?

Recommendation: What are we going to do about it? And who is responsible?

Business impact: What will be the result?

Social Media engagement

Example # 3: Content marketing

Content Marketing - Bounce rates

Articles Visits Visits previous Bounce rate Bounce rate previous

How to build a great dashboard 2.320 2.145 48 % 52 %

Dashboarding for winners - become the company hero 886 882 35 % 36 %

Analytics for brand sites - how to choose what to measure 774 565 85 % 67 %

Social Analytics beyond the obvious 575 1.200 33 % 37 %

Top Traffic drivers, bounce rates

Bounce rate: 43 %

Articles Visits Visits previous Bounce rate Bounce rate previous

Organic search 2.320 2.145 48 % 52 %

Paid search 886 882 35 % 36 %

Social media paid 774 565 85 % 67 %

Social media referrals 575 1.200 33 % 37 %

Top Traffic sources, bounce rates

(vs. 48 %)

Content Marketing - Bounce rates

Articles Visits Visits previous Bounce rate Bounce rate previous

How to build a great dashboard 2.320 2.145 48 % 52 %

Dashboarding for winners - become the company hero 886 882 35 % 36 %

Analytics for brand sites - how to choose what to measure 774 565 85 % 67 %

Social Analytics beyond the obvious 575 1.200 33 % 37 %

Top Traffic drivers, bounce rates

Bounce rate: 43 %

Articles Visits Visits previous Bounce rate Bounce rate previous

Organic search 2.320 2.145 48 % 52 %

Paid search 886 882 35 % 36 %

Social media paid 774 565 85 % 67 %

Social media referrals 575 1.200 33 % 37 %

Top Traffic sources, bounce rates

Insights: What happened? Why?

Recommendation: What are we going to do about it? And who is responsible?

Business impact: What will be the result?

Insights: What happened? Why?

Recommendation: What are we going to do about it? And who is responsible?

Business impact: What will be the result?

(vs. 48 % )

Content Marketing - Read rates (content consumption)

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

0 125 250 375 500

Page views

Content Marketing - Read rates (content consumption)

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

0 35 70 105 140

Read 25 % Read 50 % Read 75 % Read 100 %

Insights: What happened? Why?

Recommendation: What are we going to do about it? And who is responsible?

Business impact: What will be the result?

Content grouping

Page views

Career section 252

Sales pages 26

Investor relations 65

About pages 135

Content grouping

Career section

Sales pages

Investor relations

About pages

0 75 150 225 300

Page views

Content grouping

Career section

Sales pages

Investor relations

About pages

0 30 60 90 120

Organic search Paid search Facebook LinkedIn

Insights: What happened? Why?

Recommendation: What are we going to do about it? And who is responsible?

Business impact: What will be the result?

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

04 Where to begin?

THE MATURITY LADDER

Discovery

Data collection Quality assurance

Visualize

Custom reports Dashboard visualization Turning data into actionable insights

Optimize

Identify potential wins Build hypothesis Test & Learn Implement Rinse & Repeat

1

2

3

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

MATURITY LADDER

Visits

Click through

Bounce rates

Pages per

visit

Macro

outcome

Page value

Cost per

acquisition

Abandonment

rate

Assists

Conversation

rate

Amplification

rate

Micro

outcome

Economic

value

Profitability

Offline value

Costumer

Lifetime

Value

Today Potential

SUCCESS COMES FROM:

90 %

10 %Tools

People

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

ITERATE

1

2

3

Get feedback

Build

Iterate

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.

Questions or thoughts?

Thank you!

Slides and evaluation form on http://speakerscore.com/DASHBOARD

Morten B lumensaadtDig i ta l S t ra teg is tP ropeop le /Bys ted

mor ten@propeop le .dk+45 22718969