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Social Media Analytics

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by

Elizabeth Ho

on 4 August 2016

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Transcript of Social Media Analytics

Welcome!
Step 2:
Social Media Analytics
Social Media Tools & Resources
New Tools Coming Q1 2017 & 2018
Behind the Scenes:
Measuring Your Social Performance

Hilton Social Summit 2016
1. How to approach Social Media Data & Analytics

2. How to effectively use the tools/resources available

3. How we measure your on-property social performance
Social Media Analyst Reporting & Analysis
Elizabeth Ho
Social Media Data & Analytics
Social media data can help us identfy business opportunities - by clearly listening & effectively analyzing our customers & their behaviors. Unlike traditional business data, social media data can be:
Unstructured/
Semi-Structured
Identify Business Goals & KPIs
Real Time Data

Stored in 3rd Parties'
Databases
What are we learning today?
High Volume
Step 1:
Example:
Increase Conversion Rates,
KPIs: Visits, Bookings, Conversion Rate, etc...
Getting our social media followers to make actual bookings
Leverage Social Data
Use data to identify and
drive business opportunities.
Figure 1.1 Social Media Analytics Cycle
Social media data comes in large sets that can be difficult to manage. Here are a few quick tips and tricks on these tools and how to find what you need.
Analytics Session Recap
Thank You!
Questions?
Business Goals
Step 3:
Align the business insights
with the business goals
Define the desired business outcomes and success metrics
Create a Social Story
& Develop a Strategy
Example:
Facebook traffic data from Page Insights
Figure 1.1
1.
Identify
the right source of information for analytical purposes

2.
Extract
the data - dependent on the size & type
Can involve privacy and ethical issues

3.
Clean
to remove unwanted or irrelevant information

4.
Analyze
the information for valuable business insights

5.
Visualize
the data in the form of charts, graphs, word clouds - dependent on type of data

6.
Interpret
and translate the discovered business problem
Figure 1.2 Social Media Analytics Alignment Matrix
Example:
65% of our engagement is on
F
acebook.
Launch campaign to incentivize bookings via social media
1. Build Analytics Stacks in Workspaces
2. Use the Advanced Analytics Tab for large data sets
Social Media Scorecard 3.0 (SMS)
Quick Tips
Analytics stacks allows us to quickly visualize our social performance over the selected period of time
Advanced Analysis gives a holistic overview of the data depending on the use cases
Social Media Analytics Cycle
*
Exports are your
best friend!
1. Response vs Response Posted
2. Comp Index Scale
3. Sentiment Analysis & Scores
Quick Tips
Sentiment Analysis is can be a valuable piece for managing your reputation management. Use the word clouds for more insight or the topics tab to find the highest rated categories. Sentiment Analysis is only 90% accurate and can mistakenly detect context at times.
Competitive Index can help you benchmark your performance against the competition:
Above 100 means your outperforming competitors
Below 100 means underperforming
100 means you're at the same level as your competitiors
Two Types:
1.
Response
= the response is still pending TripAdvisor's approval & was not confirmed
2.
Response Posted
= the response generated has been approved and posted to the review
**PLEASE NOTE: OUR TEAM MEASURES YOUR RESPONSE POSTED.
MAKE SURE YOU CLICK CONFIRM!!
The SMS will help you determine which social channels you should focus on before expanding to other social networks
Weekly TA Open Ticket Report
Measures Revinate Ticket Statuses by Property
Monthly EDGE TA Response Activity Dashboard
Measures TripAdvisor Response Activity by Property & Brand
1. Define your business goals

2. Support those goals with data

3. Create a social story for your marketing strategy

4. Use the Social Media Scorecard 3.0

5. Have fun with the data!

Remember, Overall Reviews (1-5 Stars), Negative Reviews (1-2 Stars)
@lizzzzho
*
Full transcript