An online community intelligence audit follows a 4-step scalable process to deliver actionable insights for organizations:
1. Discovery - Define audit parameters mapped to objectives through keyword research and data modeling.
2. Data Modeling - Build and test a data model to ensure data integrity and validity.
3. Measurement - Measure community presence, reach, engagement and influence using benchmark metrics.
4. Analysis - Provide quantitative metrics and qualitative insights through measuring conversations and identifying themes.
The process begins with data collection and sampling to understand where target audiences are active online and validate strategies. Both quantitative and qualitative analysis are used to understand perceptions and conversations to develop effective online strategies. Ongoing audits are recommended
A strategic framework for digital measurementPeter Isaksson
Presentationen innehåller ett övergripande synsätt om hur man bör hantera mätning av den digitala kanalen. Ofta fastnar organisationer i frågor kring verktyg eller hur man ska mäta den enskilda webbplatsen/-erna. Insikten kring vad målgruppen anser viktigt har på senare tid uppmärksammats genom att "Consumer decision Journey" har blivit ett begrepp och arbetssätt som ligger till grund för hur företag ska möta sin målgrupp. Svårigheten där är för många att skifta synsätt från att se ur ett företagsperspektiv till ett målgruppsperspektiv. Kommer vi till mätning så blir det än svårare för många att översätta och få något vettig ur sina analyser av målgruppens agerande och hur detta knyter an till den egna verksamheten. Lättare är då att falla tillbaka på att optimera mätning av flöden och KPI:r på den egna webbplatsen eller appen. Med detta material vill jag bidra till att belysa diskussionen och synsättet genom att introducera en ny indikator bredvid KPI:n som jag gett namnet SPI. SPI står för "Story Performance Indicator" och ska reflektera målgruppens agerande i den digitala kanalen. En "story" kan vara det mest diskuterade ämnet, mest nedladdade appen inom ert verksamhetsområde eller ett beteende. Idén är att man genom att mäta detta kontinuerligt och sätta det i ett sammanhang där man i slutändan knyter det till företagets KPI kan identifiera företagets totala potential (SPI) och utnyttjandegrad (KPI). En KPI mäter den sista delen i en beslutsresa medans en SPI mäter början.
Kommentera och dela gärna materialet. Materialet är på intet sätt statiskt utan kommer att utvecklas med nya erfarenheter och kommentarer.
// Peter Isaksson, PI Exponent AB
__________________________________________________________________________________
Peter Isaksson har arbetat med digitala frågeställningar i 14 år. Bland erfarenheterna kan följande företag och organisationer räknas in; SSAB, Postnord, Stora Enso, Riskpolisstyrelsen, Hero AG, AFA Försäkring, SJ, Lantmäteriet, Stockholms Läns Landsting, SEB, Folksam, Skandia, PRV, Statens Fastighetsverk, INCF, Kläppen, Ostnor, Electrolux och ett flertal andra uppdragsgivare.
Every day, enterprises across the globe are engaged in two key activities: delivering effectual effects and building decisions that create impact. If you are in the big business of building enterprises that will be more valuable in future than present your decisions need to be driven by smarter data.
Companies today are witnessing a huge explosion in data availability - 90% of the world’s data was formed in the most recent years. Structured, semi- structured and unstructured data across internal business systems and external sources like social
media, market data and syndicated study are now creating an incredible opportunity to construct insights, therefore leading to intelligent decisions. However, as this data is generally available to an enterprise’s competitive set, only those who have a vision for
leveraging this intellect and are adept will eventually out-compete others.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Steer intent, drive behavior, improve web traffic with web content management...Bridgeline Digital
Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.
Inbound marketing metrics are a major struggle for marketers. Since every organization is like a snowflake, what metrics are right for you. The following SlideShare contains three universal B2B inbound marketing metrics to use as a starting point.
A strategic framework for digital measurementPeter Isaksson
Presentationen innehåller ett övergripande synsätt om hur man bör hantera mätning av den digitala kanalen. Ofta fastnar organisationer i frågor kring verktyg eller hur man ska mäta den enskilda webbplatsen/-erna. Insikten kring vad målgruppen anser viktigt har på senare tid uppmärksammats genom att "Consumer decision Journey" har blivit ett begrepp och arbetssätt som ligger till grund för hur företag ska möta sin målgrupp. Svårigheten där är för många att skifta synsätt från att se ur ett företagsperspektiv till ett målgruppsperspektiv. Kommer vi till mätning så blir det än svårare för många att översätta och få något vettig ur sina analyser av målgruppens agerande och hur detta knyter an till den egna verksamheten. Lättare är då att falla tillbaka på att optimera mätning av flöden och KPI:r på den egna webbplatsen eller appen. Med detta material vill jag bidra till att belysa diskussionen och synsättet genom att introducera en ny indikator bredvid KPI:n som jag gett namnet SPI. SPI står för "Story Performance Indicator" och ska reflektera målgruppens agerande i den digitala kanalen. En "story" kan vara det mest diskuterade ämnet, mest nedladdade appen inom ert verksamhetsområde eller ett beteende. Idén är att man genom att mäta detta kontinuerligt och sätta det i ett sammanhang där man i slutändan knyter det till företagets KPI kan identifiera företagets totala potential (SPI) och utnyttjandegrad (KPI). En KPI mäter den sista delen i en beslutsresa medans en SPI mäter början.
Kommentera och dela gärna materialet. Materialet är på intet sätt statiskt utan kommer att utvecklas med nya erfarenheter och kommentarer.
// Peter Isaksson, PI Exponent AB
__________________________________________________________________________________
Peter Isaksson har arbetat med digitala frågeställningar i 14 år. Bland erfarenheterna kan följande företag och organisationer räknas in; SSAB, Postnord, Stora Enso, Riskpolisstyrelsen, Hero AG, AFA Försäkring, SJ, Lantmäteriet, Stockholms Läns Landsting, SEB, Folksam, Skandia, PRV, Statens Fastighetsverk, INCF, Kläppen, Ostnor, Electrolux och ett flertal andra uppdragsgivare.
Every day, enterprises across the globe are engaged in two key activities: delivering effectual effects and building decisions that create impact. If you are in the big business of building enterprises that will be more valuable in future than present your decisions need to be driven by smarter data.
Companies today are witnessing a huge explosion in data availability - 90% of the world’s data was formed in the most recent years. Structured, semi- structured and unstructured data across internal business systems and external sources like social
media, market data and syndicated study are now creating an incredible opportunity to construct insights, therefore leading to intelligent decisions. However, as this data is generally available to an enterprise’s competitive set, only those who have a vision for
leveraging this intellect and are adept will eventually out-compete others.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Steer intent, drive behavior, improve web traffic with web content management...Bridgeline Digital
Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.
Inbound marketing metrics are a major struggle for marketers. Since every organization is like a snowflake, what metrics are right for you. The following SlideShare contains three universal B2B inbound marketing metrics to use as a starting point.
Marketing Assignment Help | Marketing Assignment Help with Onlineassignemnt.net Online
Marketing Homework Help | Marketing Assignment Help
Are you a K-12 , College , University or P.H.D level student having difficulty with your Accounting Assignments?
We have expert tutors in Marketing who will help you with detailed solutions containing step-by-step explanation to your Basic Marketing Assignment Help Assignment help. For all your Marketing homework help requirements, consider Online Assignment as your best bet.
Just upload your homework file in the submit panel or email your assignment to homework@onlineassignment.net .
Our highly qualified, professional and skilled team members can provide you help with complex marketing case study, report writing, essay writing, research paper, term paper, dissertation involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc.
The OnlineAssignment Team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and Online Universities, institutes or online MBA, MA, or BA Programs.
Online Assignment provides timely help at affordable charges with detailed step by step explanation to your assignments, homework, research paper writing, research critique, case studies or term papers so that you get to understand your assignments better. We wish to surpass all the geographical barriers and help students around the globe with our 24*7 expert assistance on various subjects across all standards, guaranteeing them better grades. We are reachable round the clock via phone, e-mail, and live chat.
www.onlineassignment.net
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Measuring And Monitoring Activities on Social MediaPepovski Darko
Key points in this presentation:
- Metrics
- On site
- Off site
- Software
- How best to ensure accountability in SM
- SOCIAL MEDIA RISK MANAGEMENT PRACTICES
- Goal Setting
- Takeaway Tips
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
Brands that lead in customer experience also lead in improving incremental ROI. ISITE Design breaks down tactics and components for aligning and optimizing customer experiences.
SOUND, Platform as a Service, A Social Intelligence Command Centre where you can not only listen or analyse your social data, but you can also leverage the potential or social media in real time. SOUND can help you to identify the opportunities to maximise your marketing efforts.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Marketing Assignment Help | Marketing Assignment Help with Onlineassignemnt.net Online
Marketing Homework Help | Marketing Assignment Help
Are you a K-12 , College , University or P.H.D level student having difficulty with your Accounting Assignments?
We have expert tutors in Marketing who will help you with detailed solutions containing step-by-step explanation to your Basic Marketing Assignment Help Assignment help. For all your Marketing homework help requirements, consider Online Assignment as your best bet.
Just upload your homework file in the submit panel or email your assignment to homework@onlineassignment.net .
Our highly qualified, professional and skilled team members can provide you help with complex marketing case study, report writing, essay writing, research paper, term paper, dissertation involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc.
The OnlineAssignment Team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and Online Universities, institutes or online MBA, MA, or BA Programs.
Online Assignment provides timely help at affordable charges with detailed step by step explanation to your assignments, homework, research paper writing, research critique, case studies or term papers so that you get to understand your assignments better. We wish to surpass all the geographical barriers and help students around the globe with our 24*7 expert assistance on various subjects across all standards, guaranteeing them better grades. We are reachable round the clock via phone, e-mail, and live chat.
www.onlineassignment.net
homework@onlineassignment.net
Measuring And Monitoring Activities on Social MediaPepovski Darko
Key points in this presentation:
- Metrics
- On site
- Off site
- Software
- How best to ensure accountability in SM
- SOCIAL MEDIA RISK MANAGEMENT PRACTICES
- Goal Setting
- Takeaway Tips
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
Brands that lead in customer experience also lead in improving incremental ROI. ISITE Design breaks down tactics and components for aligning and optimizing customer experiences.
SOUND, Platform as a Service, A Social Intelligence Command Centre where you can not only listen or analyse your social data, but you can also leverage the potential or social media in real time. SOUND can help you to identify the opportunities to maximise your marketing efforts.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
Harnessing the Power of Predictive Models for Marketing Campaign Optimization...Daniel McKean
In the fast-paced world of digital marketing, making data-driven decisions is not just an advantage; it's a necessity. Among the plethora of tools and techniques at the disposal of marketers and data analysts, predictive models stand out for their ability to transform complex marketing challenges into opportunities for strategic optimization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
2. Every digital audit is like detective work. You must dive deep into the world of online
communities, meticulously extracting valuable insights that align perfectly with your audience
and project specifics. Imagine knowing precisely where your potential customers are discussing
the products, services, or brands that matter most to your organization. That's the promise of
online audits!
By setting crystal-clear goals, you’re on a quest to find those golden nuggets of actionable
information. This helps businesses like yours refine communication strategies and pinpoint
exactly where and how your target audience is interacting online.
The following framework allows you to get the pulse on community mentions, sentiments, and
even their specific needs and desires. Think of it as having ears everywhere: from the buzz on
major social media platforms to chatter on niche channels, from video-sharing sites to the latest
blogs. And while audits usually focus on a 30-day snapshot (it’s the sweet spot for both time
and budget), the insights audits pull can be broad, dynamic, and evolving.
The end game? Through the rich intelligence of auditing, businesses are able to get a clearer
picture of their audience. It's like a compass, guiding organizations to validate and refine their
strategies to match their big-picture goals.
But wait, there's more! Best practices encourage and recommend not just stopping at one audit.
The digital world is ever-changing. To keep your finger on the pulse, continuous monitoring will
be key. It's like having a pair of binoculars that lets you see the changing landscapes and
shifting consumer behaviors. Plus, it's a great way to measure the splash your strategies and
campaigns are making and how they're influencing your overall business performance over
time.
In a nutshell, if you're keen on amplifying your marketing game, understanding and riding the
waves of digital conversations and auditing is the way to go!
3. When you talk about Online Audits and Studies, think of them as treasure hunts. It’s diving deep
into the digital realm to unearth those hidden gems – Business Intelligence. This isn't just about
numbers; it's about understanding the sentiments, preferences, and conversations surrounding
markets, brands, products, or any subject of interest. The goal? To help organizations like yours
truly connect with online audiences and gauge how you're being perceived out there.
Now, every audit project initialized isn't a one-size-fits-all approach. The framework to follow is
a tried-and-true analytical method but can be tailored just for you, aligning with your unique
goals. This bespoke approach lets you to meticulously map, analyze, and understand your
brand's influence online.
But here's where it gets exciting. Depending on what you're aiming for, audits can adjust with
your focus. Want to understand the buzz around your brand versus your competitors? Curious
about the key influencers driving conversations or the sentiments dominating discussions?
Whether it's local chatter or global discussions, auditing can deliver those actionable insights.
However, a word to the wise: One study is just a snapshot. It's like trying to understand a movie
by watching just one scene. While these studies offer invaluable insights, the digital
conversation is ever-evolving. That's why savvy brands today are investing in ongoing analysis.
This continuous deep dive offers real-time intelligence, helping businesses sharpen their
communication strategies for tangible outcomes.
So, if you're considering getting started with an audit, remember – it's an incredible first step,
but it's just the beginning. In the fast-paced digital world, ongoing insights are the compass that
guide businesses, ensuring not just engagement, but measurable returns on your initiatives. Are
you ready to embark on this analytical journey?
Every project should be approached with a
unique custom framework, which is designed
based on individual organizational objectives
and goals to thoroughly measure, analyze and
study the online communities influence.
4. Auditing should use a scalable, four step process to deliver actionable insights.
5. Goal: A baseline study to represent where and how target
audiences are active online and to validate and/or
refine planned online marketing initiatives.
Focus: Target Audiences
Companies: Brand + Competitive
Industries: Brand Industries
Depth: Baseline Snapshot View
Geographies: United States
Language: English
Duration: 30-Day time period
Timeline: 60-Days to Completion
Deliverables: Report Style Format
Presence: Conversation Topic Amplitudes
Review: Audiences
Consumers, Suppliers, Vendors, Influencers
Brand + Competitive
Brand, Competitive Landscape
Community Audience Benchmarks
Presence, Use, Volume, Themes
Business Benchmarks
Perceptions, Sentiments, Needs, Desires
Advocacy
Business Channel Use
Performance, Best Practices
Channels, Content, Campaigns, Communications
Brand SWOT Analysis
Discovery Data Modeling Measurement Analysis
The use of Discovery as a first step provides concise audit parameters
mapped to corporate business objectives to guide the study for delivering
targeted, purposeful, meaningful and actionable intelligence.
Step 1 Step 2 Step 3 Step 4
Representation
6. 59,759 People Like This
5,376
Followers
1,063 Views
Failure
Success
1.Develop list of brands to audit
2.Establish benchmark for bestpractices
3.Review historicalactivity
In Social Networks
4.Chartsocialpresences
for each brand
5.Documentsize,
makeup and velocity
ofeach community
6.Analyze history of
campaigns and create
timeline for each brand
7.Segment
internationalactivity
8.Review press for each
brand’s socialpresence
or campaign(s)
9.Delineate between brand
image vs.action / buy
10.Delineate between brand vs.productfocus
11.Plot the specific use of social
for each product/brand
12.Charttouchpoints
and call/ clicks to action
13.Link
offline / online activity
14.Study and
showcase consumer
sentimentand reactions
15.Revealstrengths
and weaknesses for
each brand /profile
16.Assess true
performance ofeach
program
17.Examine why / whatwas
Successfulvs.unsuccessful
18.Documentfindings and
presentresults
The depth of studies are based on your own unique needs and may (and
can) emphasize the following analytic benchmark views to find insights to
validate brand and audience findings.
Community Benchmarks
Channel Presence
Channel Use
Discussion Volume
Discussion Themes
Competitor Benchmarks
Brand Presence
Brand Channel Use
Brand Performance
Brand Best Practices
1. Develop list of brands to audit
2. Establish benchmark for best practices
3. Review historical online activity
4. Chart online presences
for each brand
5. Document size,
makeup and velocity
of each community
6. Analyze history of
campaigns and create
timeline for each brand
7. Segment
international activity
8. Review press for each
brand’s online presence
or campaign(s)
9. Delineate between brand
image vs. action / buy
10. Delineate between brand vs. product focus
11. Plot the specific use of online
for each product / brand
12. Chart touchpoints
and call / clicks to action
13. Link
offline / online activity
14. Study and
showcase consumer
sentiment and reactions
15. Reveal strengths
and weaknesses for
each brand / profile
16. Assess true
performance of each
program
17. Examine why / what was
Successful vs. unsuccessful
18. Document findings and
present results
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7. Auditing begins with data collection starting with building and testing a data
model based on SEO keyword research to develop Boolean logic to ensure data
integrity and validity for delivering business intelligence.
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8. As part of the data modeling process, the data model will test, refine and validate
data samples to build a statistically valid random sampling for the study.
Data sampling is the part of the statistical analytical data modeling process that governs the
selection and analysis of a subset of individuals from within a population (online community) to
yield the desired knowledge representative of the whole population, especially for the purposes
of making predictions based on statistical inference.
Researchers rarely survey the entire population for two reasons: the cost is too high, and the
population is dynamic in that the individuals making up the population may change over time.
The three main advantages of sampling are that the cost is lower, data collection is faster, and
since the data set is smaller, it is possible to ensure homogeneity and to improve the accuracy
and quality of the data.
In the scope of online audits and studies, it should be further noted that there are inherent
limitations with all data collection tools to eliminate data which produce inaccurate, inflated
statistics and results. Processes need to be tightly controlled and refined for data sampling,
validation, and scale while balancing steps to remove as much of data ‘clutter’ as possible to
produce accurate and honest results.
It is through this managed process that audits are able to deliver a higher level of data integrity
and validity, which leads to greater confidence and intelligence in the findings.
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9. The use of benchmark metrics will measure presence, reach, engagement,
and influence for defined targeted audience communities.
Quantitative Measurement includes the process of documenting community activity and
presence across the online landscape. Views are taken to measure the amplitude and
resonance of the active conversations to gauge where targeted audiences are congregating as
a critical step to strategically align a Brand’s own online presence.
The process starts with monitoring the conversation using the data model based on a set of pre-
defined search keyword set parameters. As data is collected, it is groomed and analyzed to
cross compare and measure conversational themes and topics against a Brand’s own business
interests as well as its online goals and objectives.
Once the findings are complete, a Brand is able (with confidence) to develop an online strategy
and consequently – a presence, based on applying resources and budgets across the most
appropriate channels according to its own set of unique needs.
Quantitative Analysis will include conversation volumes (amplitude), SOV benchmarks (brand
presence), and channel preferences and more.
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10. Knowledge [with] Understanding [leads to] Business Intelligence
Quantitative Analysis seeks to provide metrics driven insights which may include 1) measuring a
brand's online presence & engagement, 2) assess the scale of conversations, and 3) gauge frequency &
volume of specific themes.
Furthermore, it can provide a Market Overview to determine a brand's market share in the online
conversation and identify key areas of opportunity and saturation.
Conversely, Qualitative Analysis seeks to provide key takeaways with the goal to provide actionable
business insights and intelligence aligned to audit goals and objectives.
Analysis typically offers nuanced understanding for capturing the sentiment & tone of conversations
while unearthing underlying user motivations and concerns. It may also uncover competitive
landscape insights to understand how users perceive the brand vs. competitors, while further
identifying strengths, weaknesses, opportunities, and threats from real conversations.
Although business intelligence varies with each audit, findings and conclusions are derived by
connecting the dots from conversational trends linked to the quantitative measurements. In general,
audits harness the synergy of both quantitative and qualitative analyses to craft superior branding
strategies in a digital age.
Key Actionable Business Benefits are many but of significant note audits become actionable in
key business operational areas which may include:
Create data-driven strategies to enhance brand image.
Address user concerns effectively.
Stay ahead in the competitive game by leveraging authentic insights.
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11. For more information, please contact Daniel McKean, senior marketing strategist and data analyst, mPact Works LLC,
949 338 4762, or via email at daniel@mpactworks.com.