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Über dieses Buch

This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.

Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers.

This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.

What You’ll Learn

Get a clear view of the available data for social media marketing and how to access all of it

Make use of data and information behind social media networks to your favor

Know the details of social media analytics tools and platforms so you can use any tool in the market

Apply social media analytics to many different real-world use cases

Obtain tips from interviews with professional marketers and founders of social media analytics platforms

Understand where social media is heading, and what to expect in the future

Who This Book Is For

Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

Inhaltsverzeichnis

Frontmatter

Data

Frontmatter

Chapter 1. Social Media Data

The Foundation for Analytics
Abstract
Social media brings a very unique set of data to marketing and business intelligence. It also offers unique ways to access this data. Many of us who come from a creative background, or work with data that exclusively belongs to our company, find that social media analysis is an interesting new field to explore.
Alex Gonçalves

Chapter 2. From Data to Insights

Shaping Data to Work for Us
Abstract
Insight is the holy grail of analytics. The faster we reach an insight, and the more relevant insights we have from a process of analysis, the more successful we can consider that process. To reach the insights we need, we shape the data into metrics, and then work with the metrics to find what we can from the data. Metrics can be seen as an interface between us, and our human way of understanding, and the raw data we are using.
Alex Gonçalves

Chapter 3. Luis Madureira

SMINT Author and Design Thinker on Competitive Intelligence, Strategy, Innovation, and Growth
Abstract
Luis Madureira has a brilliant career in competitive intelligence and strategy. He is a thinker, a visionary, and an executive who takes theory into practice, and not only validates his innovative methods and his science, but also generates immense success for his clients and partners.
Alex Gonçalves

Defining Analytics in Social Media and Types of Analytics Tools

Frontmatter

Chapter 4. Analytics in Social Media

Defining a Very Broad Term
Abstract
Analytics is indeed a very broad term. In the digital marketing world, it is as broad of a term as it gets. It becomes even more confusing when we go beyond marketing and start noticing that there are analytics available for any business process. So how can we differentiate analytics when working with social media?
Alex Gonçalves

Chapter 5. Dedicated vs. Hybrid Tools

What Are They? Which Are Best?
Abstract
After looking at different types of analytics tools, we can move forward to the differences between dedicated and hybrid tools.
Alex Gonçalves

Chapter 6. Alexander and Frederik Peiniger

Founders of quintly Inc.
Abstract
In 2010, Alexander and Frederik Peiniger created the first version of what would later become quintly Inc. Working in digital marketing, and facing the hard work of tracking social media analytics manually for clients, they built a technology that would automate that process.
Alex Gonçalves

Differences of Social Media Networks

Frontmatter

Chapter 7. Social Network Landscape

A brand strategy approach
Abstract
Each social media network differs from the others in many aspects. As much as we feel that we know it well, it is still very common to think of social media as if it were one big channel. We usually hear people talking about it in this way, even in the news, in professional research papers, studies, data-based reports of different kinds, and we do it ourselves many times.
Alex Gonçalves

Chapter 8. Tam Su

Founder of Studio TSU
Abstract
Tam Su is a product innovator with a unique vision. His pursuit of all the different areas of knowledge on shaping product innovation toward real-world success led him to perform in key roles in companies that have excelled in their fields.
Alex Gonçalves

The Analytics Process

Frontmatter

Chapter 9. The Analytics Process

Elements to Shape Data Insights
Abstract
The use of analytics comes with its processes. We are still not quite at the point where we have access to all the actionable insights we need immediately with the press of a button. We can simplify our reports, have a number of basic metrics delivered automatically, and prepare ourselves to reach our strategic conclusions faster and easier, but we are still in a stage where we need the figure of the analyst (even if not our job title). We still need our human intelligence to participate in many parts of the analytics process.
Alex Gonçalves

Chapter 10. Armando Terribili

Founder of Impariamo Consulting
Abstract
Armando Terribili, PhD, PMP Black Belt, has an extensive curriculum in areas of business administration, and to our specific interests in this book, includes project management. His career involves working with multinational companies in very practical, real-world projects, and teaching university students about the science and practice of business.
Alex Gonçalves

Metrics, Dashboards, and Reports

Frontmatter

Chapter 11. Metrics

The Basis for Analysis
Abstract
Metrics are the basis for analysis. When raw information is gathered into an analytics system, it is transformed into a metric for user interaction, dashboard display, and reporting.
Alex Gonçalves

Chapter 12. Dashboards

More Than a Collection of Metrics
Abstract
Dashboards are everywhere. The more digital the world becomes, the more likely some form of dashboard become part of our daily lives. Even beyond their use for companies and business, we may bump into personal dashboards that display of information about our bank accounts or the status of our home appliances. Social media analytics are highly connected to the use of dashboards, so it is worthwhile to explore more information about them.
Alex Gonçalves

Chapter 13. Reports

The Key to Analytics Success
Abstract
Reporting effectively is often the ultimate goal of analytics. Despite our quality as analysts, or how experienced we are, if the reports cannot deliver the actionable insights hidden in the data, the cycle of analysis is not properly complete.
Alex Gonçalves

Chapter 14. Milan Veverka

Building Data Partnerships, Integration, and Solutions at Keboola
Abstract
Milan Veverka is a person we look for when it comes to data integration and custom solutions. His more than 20 years of experience with technology projects, working directly with clients and also in the development process, gives him a unique perspective into finding the best solution for any given case.
Alex Gonçalves

Strategy and Tactics

Frontmatter

Chapter 15. Strategy

Applying Social Media Analytics Toward Business Success
Abstract
Throughout this book, we have been looking at many different aspects of the social media analytics process and landscape. It is time we bring it all together and study the application of such knowledge into practical business cases.
Alex Gonçalves

Chapter 16. Tactics

Practical Elements to Include in Social Analytics Strategies
Abstract
Tactics come into play when it is time to put strategy into practice. Depending on how detailed is the strategy, the tactical level has more or less room to explore and create.
Alex Gonçalves

Chapter 17. Michael Wu

Chief Scientist at Lithium Technologies
Abstract
Michael Wu is an influential and inspirational data scientist. The projection of his work reaches and moves the global community of analysts, data professionals and data enthusiasts. He is also an influence for many global C-level decision makers that understand and embrace the data-driven world we live in.
Alex Gonçalves

The Future

Frontmatter

Chapter 18. Prescriptive Analytics

The Final Stage for Analytics Applications
Abstract
Prescriptive analytics, as the name suggests, recommend decisions that can be taken using analytics. It is considered the third and final stage of analytics applications because it incorporates the most diverse types of data and data collection processes, and push on the most advanced capabilities of analytics systems to reach the point of effective recommendation of the best possible decisions.
Alex Gonçalves

Chapter 19. The Future of Social Media Analytics

What Can We Expect And How Can We Prepare For It?
Abstract
In conclusion to your studies in this book, let’s put together a few key points from the innovative concepts we have touched upon, and that were mentioned during interviews, to look into the future and project some possibilities.
Alex Gonçalves

Backmatter

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