Approaches to Analytics

P. Vigneswara Ilavarasan
http://web.iitd.ac.in/~vignes
 Agenda
Context
Tools
Directions for analytics
References

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 Tools for?
Activity
The output of your social team
Reach
Your audience and potential audience
Engagement
Interactions and interest in your brand
Acquisition
Creating a relationship
Conversion
Actions, sales and results
Retention and advocacy
Happy customers and brand evangelists
 Tools for Analytics
Pinch of salt
No standards for algorithms
Types
SaaS (next slide)
Shelf products (R, nVivo, NodeXL)
Platform owned (FB, Google, Twitter)
Cost
Free, freemium, proprietary
Skill
GUI, Command, Dashboard
Your need for control, money & people
decide! Vignesh-IIT Delhi 4
 Some Tools
Brandwatch
Hootsuite Mention
Buffer Alchemyapi (for
Keyhole blogs)
Tweetreach For more
Klout Social Samosa
BuzzSumo 103 tools
Tagboard
Quintly

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Exclusive SM Data

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 Genre Analysis

Yates, Orliowski, & Jackson, (2008) Six key dimensions of

understanding media
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IBM Blog

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 Media Insights

Dowling & Weeks. (2008). What the media is really thinking

about your brand Vignesh 9
Media Insights..2

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SM for Travel Information Search

Chung & Koo (2014). Use of social media in travel information

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search
SM for Travel Information Search..2

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SM as Promotional Mkt Mix& Airlines

Hvass & Munar. (2012). Takeoff of social

media in tourism
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Airlines..2

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Airlines..3

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 Business Performance & SM

Paniagua & Sapena. (2014). Business

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 Business performance..2
Data likes & stock prices for
stipulated period
Critical mass for stock performance
178K-241K FB likes
4k Twitter followers
Much higher for NASDAQ listed firms

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 eWOM & online bookings

Ye at al. (2011). Influence of UGC on traveller

behaviour Vignesh 18
 Reference
Social Media Analytics Pack

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Q & A?

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Thank you!

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