Digital Analytics: Keys to Avoiding Digital Darwinism

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Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than your ability to adapt.

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Digital Analytics: Keys to Avoiding Digital Darwinism

  1. 1. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALDigital AnalyticsKEYS TO AVOID DIGITAL DARWINISM1June 2012
  2. 2. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL2
  3. 3. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL3How fast is the socialweb evolving?
  4. 4. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL4Twitter was founded in July, 2006 and reached1 Billion Tweets in…years months day
  5. 5. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL5Today:3,800 Tweets/Second228,000 Tweets/Minute13,680,000 Tweets/Hour328,320,000 Tweets/Day= 1 BILLION Tweets every 3 days
  6. 6. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL6The Twitter PopulationRank Country Population1 Peoples Republic of China 1,347,350,0002 India 1,210,193,4223 United States 313,686,0004 Indonesia 237,641,3265 Brazil 192,376,4966 Pakistan 179,764,0007 Nigeria 162,471,0008 Russia 143,100,0009 Bangladesh 142,319,00010 Japan 127,610,000Twitter’spopulation wouldplace it as the 10thlargest country inthe worldAs of May 2012, thereare an estimated140M active userson Twitter
  7. 7. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL7What are they broadcasting?Opinions Compliments/Complaints Information Sharing QuestionsME - NOW
  8. 8. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL8The 2012 Social Media Landscape
  9. 9. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL9How do we listen for conversation streams?• Set up libraries of keywords• Boolean Logic for data aggregation• A conversation may contain:• [Volkswagen OR VW] AND Golf NOT Clubs
  10. 10. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL10How we process the conversation streams?• Sentiment Analysis is Polarized: +/- or neutral• Demographic• Geosegment• Engagement• Influencers
  11. 11. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL11Profiling And Segmenting The Data• Brand advocate• Customer service• Feedback (survey data or focus group)• Complaints & negative sentiment• Question about a product• Prospective in-market customer
  12. 12. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL12The Social CRM: Customer Relationship Management
  13. 13. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL13Why aggregate social data into your CRM?
  14. 14. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL14Why aggregate social data into your CRM?
  15. 15. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL15Many supportive stats…
  16. 16. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL16Why aggregate social data into your CRM? [continued]
  17. 17. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALUsing a Keyword Density analysis of the Volkswagen Credit Website [http://www.vw.com/en/financial-services.html]a 30-word keyword library was compiled to match against Volkswagen and Audi brands.The following keywords were used as potential in-market indicators on Twitter:apr financial price comparisonbuy financing options programcar find a dealer protectioncars inventory quotecompare lease test drivecredit looking for dealer tradeincredit application offer trade-indealer order vehicleestimator price Volkswagen creditfinance price compare WarrantyOverview of VCI Social Framework
  18. 18. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALKeywords indicative of in-market behavior were matched against the following Volkswagen products:VW BeetleVW CCVW EosVW GolfVW Golf RVW GTIVW JettaVW JettaSportWagenVW PassatVW RoutanVW TiguanVW TouaregOverview of VCI Social Framework
  19. 19. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL19AudiAudi A3Audi A4Audi A4 AvantAudi S4Audi S5Audi A5Audi S5 CabrioletAudi A6Audi A7Audi A8Audi AllroadAudi Q5Audi Q7Audi TT CoupeAudi TTAudi TTS CoupeAudi TT RoadsterAudi TT RSAudi R8Audi R8 SpyderAudi R8 GTAudi R8 GT SpyderKeywords indicative of in-market behavior were also matched against Audi productsOverview of VCI Social Framework
  20. 20. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL20• On Twitter a total of 167,761 conversations mentioned VW and Audi Brands in May 2012• 90K posts related to Audi brands or 53.7% of total posts [tweets]• 70K posts mentioned Volkswagen brands, or 46%.3% of total posts.• Volkswagen saw over a 30% increase in mentions over April 2012Social Brand Summary: 5/1/2012 – 5/31/2012
  21. 21. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL21• 65,733 conversations mentioned a brand (vehicle) along with a potential in-market key term [see slide17]• 33.1K posts related to Volkswagen and an in-market key term• 32.7K posts mentioned Audi along with an in-market key term• Though daily volume fluctuated, the monthly market share is almost equal with 50.2% belonging to VWVW mentions peaked onMay 9 at 1,877Audi mentions peaked onMay 18 at 1,785Daily trends of key terms for all brands/products
  22. 22. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL22• 87% of tweets were ‘Neutral’; meaning neither positive or negative as determined by Radian6 linguistic engine• The above data focused on Positive/Negative/Mixed, or 12.7% of the total May conversation streams for VW• From a total of 3.6K conversations, 71.4% were positive• 27.7% were negative• <1% was mixed (containing both positive and negative words)• Negative comments can be further mined and directed to customer service workflowVCI: Sentiment Analysis Overview
  23. 23. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL23• When further segmenting the 2.6K positive comments we can see patterns in the conversation streams• Beetle, Jetta and Passat are amongst the more popular brands discussed on Twitter• Positive sentiments such as excitement, happiness may be indicative of a person who is in-market• Khaleed (top-left) is in the 21-24 Male demographic and is above the 90th percentile for # of followers with 340• 93% of Twitter accounts have < 100 followers [see Appendix]VCI: Positive Sentiment Examples
  24. 24. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL24• VW current Social Market Share [MAY2012] is 8%• The above topics and accounts can be used as part of a social strategy toincrease social influence• Consolidate and increase inbound linksEstimated 21 million active Twitter users in the U.S.33% of personal accounts follow at least one brandTweets last up to 67x longer for users with higher Klout* scoresVCI: Influencers, Topics and Social Market Share49110166554740373428250 100 200 300 400 500/@youtube/@vw/@jalopnik/@huffposttech/@sharethis/@driversdrive/@volkswagen/@techvehicles/@psfk/@mattbarker1Top 10 Influential Accounts11835554944881561561521451431380 200 400 600 800 1000 1200 1400#volkswagen#cars#car#vw#gti#vwfan#jetta#golf#auto#beetleTop 10 Most Popular TopicsAll AutoFinance92%VWFinancialServices8%Klout: The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influenceothers. The Klout Score uses data from social networks in order to measure True Reach, Amplification and Network Impact
  25. 25. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALSocial Market Share Impact on SearchI’m the #1 Search EngineΔ of Avg. Rank
  26. 26. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALCloser Look at Social ValueKey Points:• As content is shared and people visit yourWebsite, its important to understand howvisitors from different social sources engagewith your content.• Assisted Conversions: This is the metric (andmonetary value) of sales and conversions thesocial network assisted. An assist occurs whensomeone visits your site, leaves withoutconverting, but returns later to convert during asubsequent visit.• Last Interaction Social Conversion: This isthe number (and monetary value) of last clicksales and conversions. When someone visitsyour site and converts, the visit is considered alast click. The higher these numbers, the moreimportant the social network’s role in drivingcompletion of sales and conversions.
  27. 27. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALCalculating Social Media ROI
  28. 28. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I AL5 Keys To Stay Competitive in DigitalSocial Networks: from Facebook to Twitter to Google+, understandhow they’re connecting to influencers and businesses via analytics.Social Data Aggregation: Collect, segment and attribute socialconsumer data and integrate with CRMProvide Holistic Online Presence for your business across a varietyof platforms such as tablets, smartphones, laptops and desktops.Understand how consumers are experiencing the online presences yourcompany creates and whether or not they deliver a holistic andoptimized experience per platform.Quantify Your Consumer Clickpath based on the platform consumersare using. Steer experiences based on the expectations of yourcustomers. Consider the device or network where customers entermarketing funnel when measuring ROI.Spend 95% of Time Defining Problem and 5% solving it; automateyour reports. Attempting to answer questions without an adequatetracking architecture may at times be impossible or generate inaccuratedata. Define your variables and equations prior to campaign launch toanalyze and fully understand digital data.
  29. 29. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALThank you!29Roni Leibovitch, Senior ConsultantDecision Sciencesrleibovitch@marketingassociates.com
  30. 30. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALAppendix30
  31. 31. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALTwitter Influence31Fact: 93.6% of Twitter users have less than 100 followers, while 98% of users have less than 400 followers.Meanwhile, 1.35% of users have more 500 followers, and only 0.68% of more than 1,000 followers.
  32. 32. Copyright ©2012 Marketing Associates LLC. All rights reserved.CONFIDENT I ALTop 50 U.S. Brands32

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