Social media analytics

Social Media Analytics

Raghuram K Belurwww.twitter.com/raghuramkb

Misconception

Different media for different businesses• Offline – Foursqure• Restaurant – Burrp, Zomato• Music – Soundcloud• B2B – Quora, probably• Not interested in Social buzz - Orkut

Why Analytics?

• Which channel works?• Facebook/Twitter/Youtube/Pinterest/Google+/Quora and so on

• What kind of content?• Information/Promotion/Trivia• Links/Images/Text

• When to post? • What time of the day? • What day of the week?

• Who are my Influencers?• What is the current sentiment of my brand?

Why is this Cool?

Population, not Sample

Structured Data

Even this…

Not so structured...

Tie metrics to Goals

Activity

Reach

Engagement

Acquisition

Conversion

Google Analytics

URL tracking

utm_campaign = DiwaliOffer utm_medium = social utm_source = facebook

Google

Digging Deeper...

• Analysing the Chatter• Activity• Sentiment analysis• Top influencers

• www.topsy.com • keyhole.co • socialmention.com• crowdbooster.com

Influencer Index

• Klout.com• Peerindex.com • Kred.com

Half-life of a tweet

A/B or Multivariate testing

Some more metrics

www.edgerankchecker.com

www. crowdbooster.com

www.followerwonk.com

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So many tools?#$@%@#$

• Tie metrics to Goals… Remember?• First define metrics • Search for tools for those metrics, not other way round• Tools available now may not be relevant after 1 year

Thank You

Raghuram K Belurwww.twitter.com/raghuramkb