Social media analytics 101 presentation given by Lisa Qualls to the Enterprise Center of Johnson County in March, 2012. Free analytic tools such as Quantcast, Alexa, Google Analytics and Bit.ly are reviewed.

1. “Social Media Analytics”
Lisa Qualls, VP of Interactive
Strategy at Summit Marketing and
SMCKC Chairwoman of the Board

2. Agenda
• Conversation prism
• Key performance indicators
• Free tools
• Preparing strategy
• Identifying business goals
• Aligning social media with those goals
• Establishing benchmarks by doing a brand audit
• Setting realistic targets
• Measuring KPIs
• Correlating business metrics and social metrics

3. Social media landscape

4. Key Performance Indicators
• Revenue
• Costs
• Market share
• Mentions, reach, and views
• Activity comparison
• Clicks/conversions
• Entries, coupons, contact
information

5. Viral probability analysis
Readers, backlinks, other assets,
commenting, post schedule, post
content, author publications, etc.

6. Free Tools – Google Analytics
6

7. Free Tools – Google
Analytics

8. Free Tools – Google
Analytics

9. Free Tools – Google
Analytics

10. Free Tools – Google Alerts

11. Free Tools – Marketing
Grader

12. Free Tools – Marketing
Grader

13. Free Tools – Marketing
Grader

14. Free Tools – Marketing
Grader

15. Free Tools – bit.ly
15

16. Preparing campaign
strategy
What are the business goals?
Identify constraints and opportunities
Define timeframe and budget
Establish success metrics

17. T H A N K YO U !
A b o u t L IS A Q U A L L S
C o m p a n y : Summit Marketing
L o c a t i o n : Lenexa, KS
P h o n e : 913.562.3400
E m a i l : lisa.qualls@summitmarketing.com
T w i t t e r : @lqualls4444, @summitsocial
S i t e : http://summitmarketing.com
Q u i c k B i o : Ambitious high-energy woman who
loves family, fun and fighting for the win. VP of
Interactive Strategy at Summit Marketing. SMCKC
Chairwoman of the Board.