Social Media Analytics
5/1/2009
Jared Stivers
Walker+Stivers Analytics
415.235.2724
jared@walkerstivers.com

Social Media Success
Depends on two things
Are people talking about you?
What are they saying?
Using Vans skateboarding shoes as an example let’s look at how many people talk
about them and what they say.
Jared Stivers Walker+Stivers Analytics 415.235.2724

Are they talking?
Client: Vans Category: Shoes
Our proprietary measurement dashboard
Jared Stivers Walker+Stivers Analytics 415.235.2724

What are they saying?
An individual tweet, blog post or friend request gives
you a sense of how the market perceives a campaign.
Example Vans Skateboard Shoes
Vans Brand Goals Vans was perceived in the market at
-Action Sports -Perception 1 - Skateboarding
-Youth -Perception 2 - Cool clothing accessory
-So Cal Culture -Perception 3 - Expensive
-Heritage -Perception 4 - Sum of all other random posts
Jared Stivers Walker+Stivers Analytics 415.235.2724

Vans Example warped tour
Accurate Association
skateboarding
clothing
accessory
random stuff
Negative Association Positive Association
too expensive
Inaccurate Association
Jared Stivers Walker+Stivers Analytics 415.235.2724

Putting it all together
propagate brand
Match up the circles and the campaign wins
Jared Stivers Walker+Stivers Analytics
415.235.2724

To get a customized social media
dashboard & analysis
www.walkerstivers.com/hookmeup
Jared Stivers Walker+Stivers Analytics
415.235.2724