SUCCESS IN SOCIAL:
BEYOND THE NUMBERS
SOCIAL IS QUALITATIVE DATA ON A
QUANTITATIVE SCALE
- JILLIAN NEY, DISRUPTIVE INSIGHT
2
3
NUMBERS MATTER
BIG NUMBERS LOOK GOOD
REALLY BIG NUMBERS
LOOK REALLY GOOD
BUT THEY DON’T GIVE US THE WHOLE PICTURE
4
TO SEE THE FULL PICTURE WE HAVE TO LOOK
PAST THE BIG FLASHY NUMBERS
AND LOOK AT WHAT PEOPLE ARE ACTUALLY
SAYING
CONVERSA...
5
THE BATTLE FOR CHRISTMAS NO.1
AFTER CHRISTMAS, M&S GAINED FAR MORE FOLLOWERS AND
LIKES THAN JOHN LEWIS.
THE NUMBERS SHOW...
WHAT TO CONSIDER WHEN TRACKING
CONVERSATION
6
7
SENTIMENT
SENTIMENT TRACKING TOOLS WORK USING KEYWORDS.
THIS MEANS, FOR EXAMPLE, ‘SHIT HOT’ COULD BE
TRACKED AS NEGATIVE...
8
9
I’M TALKING ABOUT YOU, NOT TO YOU
MOST ONLINE CONVERSATION ABOUT BRANDS
IS USER-TO-USER NOT USER-TO-BRAND.
EFFECTIVE SOC...
10
11
BEYOND THE PEAKS
CONVERSATION SPIKES SHOW BIG NUMBERS AND LOOK COOL.
BACKGROUND CONVERSATION ABOUT A BRAND SHOWS HOW
CO...
12
THIS BIT NOT JUST THIS BIT
13
INFLUENCER OUTREACH
THE KEY TO TAPPING INTO USER-TO-USER
CONVERSATION AROUND BRANDED
CONTENT IS SHARING & CREATING GOOD...
CASE STUDY: FIRST SNOG
IN MARCH, WREN’S FIRST KISS VIDEO
TRULY WENT VIRAL. WE IDENTIFIED THIS
WAS GOING TO BE A SUCCESS EA...
15
16
THE SHORT VERSION
1. TRACKING SENTIMENT MATTERS
2. PEOPLE TALK ABOUT YOU, NOT JUST TO YOU
3. THERE IS A DIFFERENCE BETW...
THANK YOU
17
18
REFERENCES
http://socialmediatoday.com/jillian-ney/2052141/definitive-social-media-analysis
http://www.theguardian.com/...
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Success in Social: Beyond the Numbers

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Success in Social: Beyond the Numbers

The Short Version
1. Tracking sentiment matters
2. People talk about you, not just to you
3. There is a difference between people talking about your content and people talking about you
4. The right influencers matter

The long Version

Social is qualitative data on a quantitative scale
- Jillian Ney, Disruptive Insight

The Numbers Matter
Big numbers look good, really big numbers look really good but they don’t give us the whole picture.

Conversation Matters
To see the full picture we have to look past the big flashy numbers and look at what people are actually saying.

Example: The Battle For Christmas No.1
After Christmas, M&S gained far more followers and likes than John Lewis. The numbers show M&S as the outright winners. However, they ran competitions specifically designed to drive engagement throughout the campaign.
So, to properly understand how the Christmas campaigns were received, we need to look at the conversation behind the numbers.

What to Consider When Tracking Conversation

Sentiment
Sentiment tracking tools works using keywords. This means, for example, ‘shit hot’ could be tracked as negative. The best way to measure sentiment is manually.
There is also a big difference between sentiment for branded content and for the brand itself.

Talking About You, Not To You
Most online conversation about brands is user-to-user not user-to-brand. Effective social listening looks beyond branded pages, handles and hashtags to get a feel for conversation around us, not just at us.

Beyond The Peaks
Conversation spikes show big numbers look cool.
Background conversation about a brand shows how content can affect audience behaviour over a longer period of time. For example, big spikes around TV ads show that people love a cute kid riding a bike with kitty in the basket, but the background conversation can show how the content has changed attitudes towards the brand.

Influencer Outreach
the key to tapping into user-to-user conversation around branded content is sharing & creating good content with relevant, influential people online.

Thank You

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Success in Social: Beyond the Numbers

  1. 1. SUCCESS IN SOCIAL: BEYOND THE NUMBERS
  2. 2. SOCIAL IS QUALITATIVE DATA ON A QUANTITATIVE SCALE - JILLIAN NEY, DISRUPTIVE INSIGHT 2
  3. 3. 3 NUMBERS MATTER BIG NUMBERS LOOK GOOD REALLY BIG NUMBERS LOOK REALLY GOOD BUT THEY DON’T GIVE US THE WHOLE PICTURE
  4. 4. 4 TO SEE THE FULL PICTURE WE HAVE TO LOOK PAST THE BIG FLASHY NUMBERS AND LOOK AT WHAT PEOPLE ARE ACTUALLY SAYING CONVERSATION MATTERS
  5. 5. 5 THE BATTLE FOR CHRISTMAS NO.1 AFTER CHRISTMAS, M&S GAINED FAR MORE FOLLOWERS AND LIKES THAN JOHN LEWIS. THE NUMBERS SHOW M&S AS THE OUTRIGHT WINNERS. HOWEVER, THEY RAN COMPETITIONS SPECIFICALLY DESIGNED TO DRIVE ENGAGEMENT THROUGHOUT THE CAMPAIGN. SO, TO PROPERLY UNDERSTAND HOW THE CHRISTMAS CAMPAIGNS WERE RECEIVED, WE NEED TO LOOK AT THE CONVERSATION BEHIND THE NUMBERS.
  6. 6. WHAT TO CONSIDER WHEN TRACKING CONVERSATION 6
  7. 7. 7 SENTIMENT SENTIMENT TRACKING TOOLS WORK USING KEYWORDS. THIS MEANS, FOR EXAMPLE, ‘SHIT HOT’ COULD BE TRACKED AS NEGATIVE. THE BEST WAY TO MEASURE SENTIMENT IS MANUALLY. THERE IS ALSO A BIG DIFFERENCE BETWEEN SENTIMENT FOR BRANDED CONTENT AND FOR THE BRAND ITSELF.
  8. 8. 8
  9. 9. 9 I’M TALKING ABOUT YOU, NOT TO YOU MOST ONLINE CONVERSATION ABOUT BRANDS IS USER-TO-USER NOT USER-TO-BRAND. EFFECTIVE SOCIAL LISTENING LOOKS BEYOND BRANDED PAGES, HANDLES AND HASHTAGS TO GET A FEEL FOR CONVERSATION AROUND US, NOT JUST AT US.
  10. 10. 10
  11. 11. 11 BEYOND THE PEAKS CONVERSATION SPIKES SHOW BIG NUMBERS AND LOOK COOL. BACKGROUND CONVERSATION ABOUT A BRAND SHOWS HOW CONTENT CAN AFFECT AUDIENCE BEHAVIOUR OVER A LONGER PERIOD OF TIME. FOR EXAMPLE, BIG SPIKES AROUND TV ADS SHOW THAT PEOPLE LOVE A CUTE KID RIDING A BIKE WITH KITTY IN THE BASKET, BUT THE BACKGROUND CONVERSATION CAN SHOW HOW THE CONTENT HAS CHANGED ATTITUDES TOWARDS THE BRAND.
  12. 12. 12 THIS BIT NOT JUST THIS BIT
  13. 13. 13 INFLUENCER OUTREACH THE KEY TO TAPPING INTO USER-TO-USER CONVERSATION AROUND BRANDED CONTENT IS SHARING & CREATING GOOD CONTENT WITH RELEVANT, INFLUENTIAL PEOPLE ONLINE.
  14. 14. CASE STUDY: FIRST SNOG IN MARCH, WREN’S FIRST KISS VIDEO TRULY WENT VIRAL. WE IDENTIFIED THIS WAS GOING TO BE A SUCCESS EARLY ON AND CREATED THE FIRST PARODY FOR FROZEN YOGURT COMPANY, SNOG. ! WE SHARED THE VIDEO WITH INFLUENTIAL SITES ALL OVER THE WORLD WHO WE THOUGHT MIGHT LIKE IT. THE RESULTS WERE 98 THOUSAND VIEWS, ALL ORGANIC. 14
  15. 15. 15
  16. 16. 16 THE SHORT VERSION 1. TRACKING SENTIMENT MATTERS 2. PEOPLE TALK ABOUT YOU, NOT JUST TO YOU 3. THERE IS A DIFFERENCE BETWEEN PEOPLE TALKING ABOUT YOUR CONTENT AND PEOPLE TALKING ABOUT YOU 4. THE RIGHT INFLUENCERS MATTER
  17. 17. THANK YOU 17
  18. 18. 18 REFERENCES http://socialmediatoday.com/jillian-ney/2052141/definitive-social-media-analysis http://www.theguardian.com/technology/2013/dec/11/a-social-media-christmas-for-marks-spencer http://www.theguardian.com/news/datablog/2013/jun/10/social-media-analytics-sentiment-analysis http://www.socialbakers.com/storage/www/7-reasons.pdf http://www.thedrum.com/opinion/2013/04/23/marketing-beyond-facebook-how-niche-should-your-social-strategy-go http://www.slideshare.net/Chinwag/jillian-ney-presentation http://socialmediatoday.com/ubersocialmedia/1866556/9-marketing-insights-drive-online-success-2014 http://www.forbes.com/sites/jaysondemers/2014/02/04/the-confluence-of-content-and-social-media-insights-for-success- in-2014/ http://www.koozai.com/blog/social-media/find-key-influencers-tips-and-tools/ http://www.mckinsey.com/insights/organization/tapping_the_power_of_hidden_influencers ! ! ! !

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