What Is Social Analytics and Why Is It Important?

Google Trends: 2005-2015

Social Media Marketing

Social media marketing has become a major component of digital marketing.

SOCIAL IS BIG BUSINESS

Social is now a substantial part of marketing budgets, and continues to grow.

MARKETING

SOCIAL

EMAIL

CONTENT PAID

SEARCH

DIGITAL

SOCIAL MEDIA

9.9% of digital marketing budget

22.4% of budget in next 5 years (126% increase)

76,000 social media professionals

DIGITAL MARKETING

25% of total marketing budget

MARKETING

10% of total company revenue

Sources: Gartner and CMOSurvey.com

SOCIAL IS BIG BUSINESS

2007 2009 2011 2013 2015

Social Analytics

Social Media Analytics

Google Trends: 2005-2015

With the growth of social media as a marketing category comes the need for analytics.

THE NEED FOR ANALYTICS

This need is not a unique one…

First came email marketing Then came email analytics

First came business websites Then came web analytics

THE NEED FOR ANALYTICS

It’s not a unique challenge because the process of social marketing is the same as other channels.

1. We define a strategy and develop a plan.

2. We execute our plan.

3. We measure and optimize campaigns and tactics.

4. We rinse and repeat.

THE MARKETING PROCESS

Social analytics fuels the measurement and planning phases of the marketing process.

But

what

does

that

mean?

THE NEED FOR ANALYTICS

How does social analytics help?

THE NEED FOR ANALYTICS

What Is Social Analytics?

Soc·ial an·a·lyt·ics (ˈsōSHəl anəˈlidiks) noun: Social analytics is a system that allows for the collection, aggregation, and standardization of social media data to discover and communicate meaningful patterns

Let’s start with the basic definition:

WHAT IS SOCIAL ANALYTICS?

Social analytics helps us simplify data from:

Dozens of networks:

Millions of people:

A variety of activities:

WHAT IS SOCIAL ANALYTICS?

But, many marketers still feel confused.

Sources: Social Media Examiner’s 2014 Social Media Marketing Industry Report & a 2014 Demand Metric survey

WHAT IS SOCIAL ANALYTICS?

They’re missing the framework for a successful social analytics strategy.

WHAT IS SOCIAL ANALYTICS?

Simply Measured’s new Social Analytics Framework is the context social marketers need.

WHAT IS SOCIAL ANALYTICS?

Analysis in the planning phase helps marketers develop a strategy and the tactics to support it:

THE PLANNING CATEGORY

AUDIENCE ANALYSIS: Audience analysis is the process of profiling, segmenting, and grouping people by demographics, interests, and behaviors.

AUDIENCE ANALYSIS

CONVERSATION ANALYSIS: Conversation analysis is the process of identifying and understanding conversations surrounding a brand, specific topics, or any selected area of interest.

CONVERSATION ANALYSIS

COMPETITIVE ANALYSIS: Competitive analysis is the process of looking at specific companies within a chosen industry or segment, focusing on their activities, benchmarks, and tactics to gain insight.

COMPETITIVE ANALYSIS

Analysis in the measurement phase is designed to help improve tactics and campaigns:

THE MEASUREMENT CATEGORY

BRAND ACTIVITIES ANALYSIS: Analyzing brand activities includes measurement of the actions your brand takes, like publishing content, responding to users, and promoting brand campaigns or initiatives.

BRAND ACTIVITIES ANALYSIS

AUDIENCE ENGAGEMENT ANALYSIS: Audience engagement is the analysis of how your brand activities are received, interacted with, and amplified by your audience, both at a content-specific level and brand level.

AUDIENCE ENGAGEMENT ANALYSIS

BUSINESS RESULTS ANALYSIS: Business results analysis is the measurement of social’s impact on both direct outcomes like engagement and traffic, broader marketing outcomes like brand loyalty and customer lifetime value, and business outcomes like revenue and sales.

BUSINESS RESULTS ANALYSIS

THE COMPLETE PICTURE: When each of these activities are given the proper attention, social strategy and optimization become a standard essential of the marketing process.

THE SOCIAL ANALYTICS FRAMEWORK

ABOUT SIMPLY MEASUREDSimply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.

WANT MORE?

To learn more about the social analytics framework, download the complete guide to the social analytics framework by clicking the link below.

WANT TO LEARN MORE?