I delivered this presentation in Webrazzi Digital event in March 2013 in Istanbul (in Turkish).
The session aimed at helping business owners to decide what and how to track. I also covered how to interpret social media metrics and how to build strategies based on them. I emphasized that majority of C-level audiences in companies are afraid of data and they fail to measure and intrepret digital analytics insights correctly.
Details can be found here:
http://etkinlik.webrazzi.com/2013/dijital/program
http://webrazzi.com/2013/03/20/sosyal-medya-rakamlarina-degil-donusum-olcumlemeye-odaklanin/