Kyle Claypool presents on social media analytics tools for the Enterprise Center of Johnson County. Tools include Google Analytics, HootSuite and Facebook Insights.

1. Social Media Analytics
I t ’ s n o t j u s t a b o u t t h e t o o l s
Download presentation at www.bit.ly/ecjcsocial

2. Hi, I’m Kyle
• Director, Search and
Analytics at Global Prairie
• BS from Illinois (UIUC)
• Worked at Natl. Center for
Supercomputing Applications
(NCSA)
• WorldSkills Website Design
Technical Expert and Judge
for USA (2010-2012)

3. What we’ll cover
• Two different social media philosophies
• Tools to measure the success of each
• Google Analytics (free)
• HootSuite (free, paid plans starting at $9/mo)
• Facebook Insights (free)
• Bit.ly, Ow.ly
• Enterprise tools

4. First things first…
Strategy, tools, metrics should be tailored to
YOUR specific needs
Many opinions. This is just one.

5. What to Measure?
Focus on the metrics that actually drive business
Focus on…
Relevant interactions
Referral traffic
Goal conversions
Not just…
Page Likes
Followers
Klout

6. Social Philosophy #1
Your website = the hub of your social strategy
• Broadcast blog content
• Build trust, demonstrate expertise
• Draw visitors to site
• Capture leads or sell directly
Ideal for service companies and e-commerce

7. Social Philosophy #2
Use social media for building awareness or driving offline
action
• Sharing photos, videos
• Advertising specials
• Enabling fans to spread your content
Ideal for restaurants, stores, product brands
More difficult to quantify ROI

8. Google Analytics
Measure the quality of referral traffic from social sites!

9. Google Analytics

10. Google Analytics
Drill down to the content being shared. What works?

11. Google Analytics
Create and track goal conversions by source

12. Facebook Insights

13. What posts have worked best in the past?
Facebook Insights

14. HootSuite

15. HootSuite

16. HootSuite

17. HootSuite
Pull data together
across channels in
a single report.

18. Bit.ly, Ow.ly
Use these URL shorteners to track clicks on your links!

19. Enterprise Tools
Range from $500/mo. to
$4000+/mo.
Enterprise integration,
historical market research,
open data integration, etc.

20. Thanks!
Q&A
D o w n l o a d l i n k :
w w w . b i t . l y / e c j c s o c i a l