Chapter 1 Introduction to Social Media, Web & Social Analytics

NOTE 1 (Social Media)

1. Social Media
 It is about:
o Content
o Communications
o Relationships
 Popularity
o 2/3 visitors access the Social networks and Social sites 网站.
o Individuals & companies deploy 部署 social media sites for the end users.
o Social media is highly scalable 高度可扩展性 and accessible to the public users.
 Participation
 Connections
 Conversation
 Community
 Listen to your market place
2. Social Media Involve:

Blogging Micro Online Social Podcasts

Blogging ratings Book-
Example: marking Example:
Blogger, Example: Example: RSS
Wordpress Pinterest, tripadvisor Example:
Twitter Reddit, Mix,
Delicious

Forums, Social Geolocation Multimedia Social

Message knowledge networking
boards Example: Example:
Quora, Last.fm, Example:
Wikipedia Flickr, Facebook,
Youtube Google,
Linkedin
3. Time Spent on Social Media
2020 DATA; https://blog.hootsuite.com/social-media-demographics/

2021 DATA: https://datareportal.com/reports/digital-2021-global-overview-report

4. Time Spent on the Internet

5. Most-Used Social Platforms

6. Use of Mobile Apps by Category

7. Malaysia: Active Social Platforms

8. Importance of Social Media

a. Relationship Building
o Build Customer base (Instagram, Facebook…)
o Connect with complementary & non-competing Biz.
b. Users are receptive to your message.
o Users view FB as sharing, while NOT an ad! Will share it!
c. Allow targeting & retargeting.
o E.g. Fb is highly customizable, by location, education level, industry
d. Respond to Problems Immediately
o First to know the problem, then take steps to resolve them!
o E.g. Maxis – port-out switching to Celcom
e. Your competitors are getting social, so you should too!
o Users view FB as sharing, while NOT an ad! Will share it!
f. Social Media Marketing will get you more sales.
o Customers know about new things via social media.
o Give customers incentives to buy (e.g. promo code)
https://contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/
9. Impact of Social Media on Purchases (di digital marketing department)
Consumers feel Consumers Purchases that are
social media impacted by their influenced by
interaction friends’ social blogs.
increase likelihood media post before
of purchase. purchases.

83% 81% 31%

Average number of Pinterest boards Consumers who

people social created specifically said companies’
media users share for a purchase social media post
their ‘good’ brand decision. influenced
experiences with. purchase.

42 50% 78%

10. Business Impact of social media

i. Increase communication with clients.
ii. Drive traffic to your site.
iii. Remind your prospects of your brand.
iv. Improve your online influence. (KOL / Internet celebrity)
v. Reach the friends of your clients and prospects with your message.
vi. Inform your audience of specials in real time.
vii. Increase your SEO(Search Engine Optimization) ranking.
11. Benefits of Social Media
i. Global Level Promotion of Company
o FB, Instagram, Linkedin, Weibo…
ii. Trend Identification
o Youtube
iii. Loyal Audience Creation
o Blog, contest to keep their interests.
o Learn to know their preferences…
iv. Efficient and faster communication
v. Conducting market research
o Facebook Analytics
-- Languages, Devices, Countries
-- Age, Gender…
vi. Competitors information
o Gain key info about competitor
o Stay ahead of your competitor.
vii. Increasing website traffic and search ranking
o Attain a higher rank in Google.
viii. Flexibility
o Can update, modify, extend contents.
o Adapt to the changing requirements of audiences.
ix. Low costs of using social networks
o sponsorship advertising
o Small business
-- Free to use!
NOTE 2 (Web & Social Analytics)

1. Need of using Analytics

 Tracking the needs of our target audience
o Understanding the attitudes & preferences of our target audience.
o Channel this feedback into action-based strategies.
o Scale marketing effectiveness.
o Audience Segmentation 分割.
 Insights about competition
o Users’ thoughts about competitor’s products and services.
o Better understanding of pros & cons of the competitors.
o if a brand or a product is getting negative responses, coupled with hashtags, then competitors get to see
how the product is being welcomed by the customers.
o competitors can avoid making the same mistakes.

2. Web Analytics vs Social Analytics

The websites use analytics tools like Google, Web Logs
Web Analytics
 enable measuring, collecting and analyzing web traffic data 网络流量数据.
 to understand the user behavior on websites.
Social analytics consist of
 web analytics, engagement, and revenue generated from social media.
Web and social media analytics: A data-driven Optimization techniques | GEC Designs
3. Understanding User Behaviors on Website
Web Analytics - Tutorialspoint

Measure

OptimiseWeb Report
Analytics

Analyse

Two types
A. On Site Web Analytics
o Measures and tracks a visitor’s navigation on a website 导航.
o Includes tracking on pages, links, assets, videos, audios, geo sites, conversions,
blogs, etc
B. Off Site Web Analytics
o Measures and tracks website traffic referred from external sources.
o Includes tracking of campaigns, social engine marketing and email marketing.
(URL)

Types of Web-Analytics

Traffic Source Behavioral Acquisition

User Analytics
Analytics Analytics Analytics
User Analytics
 Insight about the users.
o IP (internet protocol) address, age, location, gender, browsing habits.
o Who are your users? What is their profile?
o How frequent they visit your site?
o What do they normally do on your website?
 With these data, you could:
o Improve user satisfaction,
o Reduce support cost,
o Refine sales estimates,
o Reinforce marketing strategies on your target market.

Traffic Source Analytics

 Source from where the traffic originated.
o Search engine traffic (organic and / or CPC),
 Organic traffic - from the standard listings (high is good?)
 CPC (cost per click) traffic comes from advertising.
-- E.g. Google, YouTube… (no campaign, no clicks?)
o Direct traffic,
 Users put site address directly into their Internet browser.
o Referral site traffic 推荐网站流量
 sites links to your website (not search engines)
-- E.g. Blogs, Facebook page, Twitter page, etc.

Behavioral Analytics
 Navigational flow on the website
 Disclosing the users who demonstrate a tendency to go through sequences of actions
披露表现出执行一系列操作的倾向的用户.
 Patterns help in optimize your website,
o Influence user behavior, and finally
o Drive actions that are important for your business.
 Analysis can be used to understand the user interacting with the dynamic content.
https://www.youtube.com/watch?v=AznQ7ciQ9hY
Acquisition Analytics
 REPORT that could optimize traffic acquisition across:
o websites, ad networks, social networks,
o mobile web, and email campaigns.
 Quantify the quality of users based on the way they engage with your website.
 Helps in measuring the sessions, costs and revenue performance for paid campaigns.
mobile web ≠ mobile app
https://www.youtube.com/watch?v=0N3acFD_51s

Three main tasks of Web Analytics :

 Measuring quantitative & qualitative data
 Improving the website continuously
 Aligning the measurement strategy with the business strategy

 Grow your business.

 Improve your customer experience.
 Enhance your reputation.

Social Media
 Social sites that influence online sales
I. Facebook.
o Social network available in 70 languages.
o With over 1 billion users worldwide.

II. Twitter.
o A micro blogging site, post messages limited to 140 characters.
o More than half a billion tweets are sent every day.

III. YouTube.
o Video sharing site owned by Google.
o with 800 million unique users and a million unique visitors.

IV. LinkedIn.
o Business focused networking site.
o with over 8 million members in the UK,
 o 2 million companies’ profiles worldwide.

V. Pinterest.
o Pinterest has just over 25 million active users.

VI. Instagram.
o Photo sharing , used by more than 100 million users every month,
o With 40 million photos shared every day.

4. Social Analytics – Main Activities

Monitoring & Understanding

Listening Behavior Analysis
Analysis your customer

Listening:
 Collect info about individual, product or brand on the social site.
Monitoring and analysis:
 look for trends over time.
 E.g. real-time consumer choices, intentions and sentiments.
Understanding your consumers:
 Provides businesses insights about users - age, gender, relationship status,
educational, background, work history and socio-economics.
Behavioral analysis:
 Allows businesses to tailor campaigns and personalized content.
 Encourage sharing and commenting by users.