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Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
Signal from Noise: Deriving Business Implications from Social Analytics
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Signal from Noise: Deriving Business Implications from Social Analytics

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Whole Foods' Natanya Anderson, Brooks Brothers Jason Nickel, Gannett's Sarah Babiarz, and ARAMARK's Aileen Dreibelbis discuss how businesses can go from social data to insight, and from insight to …

Whole Foods' Natanya Anderson, Brooks Brothers Jason Nickel, Gannett's Sarah Babiarz, and ARAMARK's Aileen Dreibelbis discuss how businesses can go from social data to insight, and from insight to action with Spredfast. This panel will discuss: Best practices to derive trends and meaning from data, create meaningful insights for all social stakeholders, and how to take action on social insights.

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  • Data SourcesSocial channel raw dataEngagement data on labeled contentAnnual market researchGoogle AnalyticsDesired OutcomesRefine content strategyImprove social scoreSupport path to purchaseDistinguish success from competitorsEnablersSpredfastSocial Media Scorecard
  • here's also a good way to organize the info while you're talking about each segment what actionable item happened because of it for each audience...something like this:Community Managersinsight - fans spend 39% more than non-fansoutcome - built scorecard to promote fan growth goalsContent Creatorsinsight - x% more engagement from x-related posts (like retail)outcome - raised the amount of x-related postsExecsinsight - sales for all of meal plans increased x% during test of meal plan ads on FBoutcome - increased ad budget by x% for 2013-14 school yearDO AN INSIGHT PER AUDIENCEFans spend 39% more than non-fans# of transactionsArea of issue – engagementArea of strength – acquisitionLarge universities with onsite CM most successfulBest performing content includes:LinksMemes
  • here's also a good way to organize the info while you're talking about each segment what actionable item happened because of it for each audience...something like this:Community Managersinsight - fans spend 39% more than non-fansoutcome - built scorecard to promote fan growth goalsContent Creatorsinsight - x% more engagement from x-related posts (like retail)outcome - raised the amount of x-related postsExecsinsight - sales for all of meal plans increased x% during test of meal plan ads on FBoutcome - increased ad budget by x% for 2013-14 school yearDO AN INSIGHT PER AUDIENCEFans spend 39% more than non-fans# of transactionsArea of issue – engagementArea of strength – acquisitionLarge universities with onsite CM most successfulBest performing content includes:LinksMemes
  • here's also a good way to organize the info while you're talking about each segment what actionable item happened because of it for each audience...something like this:Community Managersinsight - fans spend 39% more than non-fansoutcome - built scorecard to promote fan growth goalsContent Creatorsinsight - x% more engagement from x-related posts (like retail)outcome - raised the amount of x-related postsExecsinsight - sales for all of meal plans increased x% during test of meal plan ads on FBoutcome - increased ad budget by x% for 2013-14 school yearDO AN INSIGHT PER AUDIENCEFans spend 39% more than non-fans# of transactionsArea of issue – engagementArea of strength – acquisitionLarge universities with onsite CM most successfulBest performing content includes:LinksMemes
  • here's also a good way to organize the info while you're talking about each segment what actionable item happened because of it for each audience...something like this:Community Managersinsight - fans spend 39% more than non-fansoutcome - built scorecard to promote fan growth goalsContent Creatorsinsight - x% more engagement from x-related posts (like retail)outcome - raised the amount of x-related postsExecsinsight - sales for all of meal plans increased x% during test of meal plan ads on FBoutcome - increased ad budget by x% for 2013-14 school yearDO AN INSIGHT PER AUDIENCEFans spend 39% more than non-fans# of transactionsArea of issue – engagementArea of strength – acquisitionLarge universities with onsite CM most successfulBest performing content includes:LinksMemes
  • Using Spredfast, we are able to create unique social media reports that track the above metrics. The social media team across Gannett came together to decide what the most important metrics for us to report on were. Engagement % (a knock off of PTAT/Fans), is a formula we came up with that measure Facebook/Twitter engagement/Fans/Followers.
  • Sharing content is very important to the success of USATODAY.com Following the relaunch of our website, we discovered a huge loss in content shares to social networks as a result of hidden share buttons. Through tracking the number of shares using Omniture, we were able to identify the reason for this loss and quickly share the data with our design/products team, who quickly added the share buttons back into the site. As a result, content shares to social networks are up 245%. Most of our content is shared to Facebook, not far behind is Twitter.
  • USATODAY.com demographics: comScore + Facebook Insights USA TODAY referral traffic: Omniture USA TODAY Instagram: Statigram
  • Transcript

    • 1. signal from noise Deriving Business Implications from Social Analytics NATANYA ANDERSON WHOLE FOODS @NATANYAP SARA BABIARZ GANNETT @SARABABS JASON NICKEL BROOKS BROTHERS @NICKEL_N_DIMED AILEEN DREIBELBIS ARAMARK @ADREIBS
    • 2. #ownthe(data)dragon Using Data to Drive Outcomes
    • 3. 306: # of schools 163K: # new engaged users per year 108K: # of posts per year 9M: # of website visits in a year 167K # of student survey responders :
    • 4. DATA BY AUDIENCE Community Managers • Provide immediate action items • Focus on business outcomes • Don’t overwhelm with data Content Creators • Improve content performance • Teach social writing • Path to purchase Executives Strategists • Secure support • Demonstrate success • Identify opportunities for growth/ gaps in resources • Equip with talking points • Data-driven decisions • Areas of focus • Resource needs
    • 5. EMPOWER COMMUNITY MANAGERS
    • 6. INSIGHTS & OUTCOMES Community Managers Content Creators Executives Strategists Insight: Fans spend 39% more than non-fans Insight Insight Insight Outcome: Built real-time scorecard to promote fan growth & engagement goals Outcome Outcome Outcome
    • 7. INFLUENCE CONTENT CREATORS
    • 8. INSIGHTS & OUTCOMES Community Managers Content Creators Executives Strategists Insight: Fans spend 39% more than non-fans Insight: Links drive 198% more engagement Insight Insight Outcome: Built real-time scorecard to promote fan growth & engagement goals Outcome: Increased use of links by 47% Outcome Outcome
    • 9. INFORM EXECUTIVES Web Traffic 50K site visits from social Facebook Ads 200% ROI on Ads Market Research Fans spend 39% more Pave the Path to Purchase
    • 10. INSIGHTS & OUTCOMES Community Managers Content Creators Executives Strategists Insight: Fans spend 39% more than non-fans Insight: Links drive 198% more engagement Insight: Increased product sales by 8% during ad campaign Insight Outcome: Built real-time scorecard to promote fan growth & engagement goals Outcome: Increase use of links by 47% Outcome: Double ad budget for 20132014 Outcome
    • 11. GUIDE STRATEGISTS
    • 12. INSIGHTS & OUTCOMES Community Managers Insight: Fans spend 39% more than non-fans Outcome: Built real-time scorecard to promote fan growth & engagement goals Content Creators Executives Strategists Insight: Links drive 198% more engagement Insight: Increased product sales by 8% during ad campaign Insight: Regional performance inhibited by small schools Outcome: Increase use of links by 47% Outcome: Double budget for 20132014 Outcome: Established benchmarks based on segment & support level
    • 13. RISKS • Over-reaching for correlations – • Looking for trends too soon – – • Facebook will NOT automatically grow revenue by 39% Long-term insights take time Consider different ways to “slice and dice” Using too many data sources – – Streamline # of data sources to “answer” each question Don’t overwhelm
    • 14. gannett digital/usatoday.com Deriving Business Implications from Social Analytics
    • 15. REPORTING SOCIAL ANALYTICS + KEY METRICS Key Metrics •Fans/Followers •Facebook/Twitter Engagement •Facebook/Twitter Engagement % •Content Shares •Facebook Comments •Top Facebook/Twitter Content •Referrals from Facebook/Twitter *The above data is not actual
    • 16. USA TODAY + FACEBOOK • • Using Facebook Insights, USA TODAY identifies high-performing posts on our page, chooses the best ones and promotes them to a larger audiences. Promoted content reaches far more people than organic-only content, driving additional traffic to our site. Since we started promoting posts on FB, traffic to USATODAY.com from Facebook has increased 53% YoY. Most often, these are photo posts, a breaking news status, and sports related content. Some of our most popular posts in the past have included, Elections content, Boston Marathon related content, and Olympics content.
    • 17. USA TODAY + TWITTER • Using Omniture, we are able to identify the type of content that drives users to USATODAY.com from Twitter. This helps us in identifying the type of content our Twitter audience is most interested in. Most often, this content is related to sports and pop culture. • Most popular stories driving content to USATODAY.com from Twitter over the past year: - J.K. Rowling Announces New Harry Potter Book (pop culture) - USA TODAY Coaches Poll (sports) - MLB prepared to ban A-Rob for Life (sports) - Exclusive: The Manning brothers made a rap video and it is epic (sports) • While USA TODAY has participated in some paid advertising efforts on Twitter, the success we see (in terms of paid advertising) on Facebook is much larger. As a result we concentrate our time and money on Facebook.
    • 18. USA TODAY SITE ENGAGEMENT • Post site relaunch, USATODAY.com’s social share buttons were not prominently displayed. Through tracking social data related to content shares, we were able to identify that these buttons needed to be more visible to the user in order for an article to be shared to Facebook, Twitter, Linkedin, G+, ect. • As a result of moving the share buttons, content shares to social networks have increased more than 245% YoY.
    • 19. USA TODAY DEMOGRAPHICS, REFERRALS, INSTAGRAM
    • 20. thank you! Questions or Comments? • Tweet Me  @SaraBabs • Email Me  SBabiarz@gannett.com
    • 21. #idontunderstand How we talk about Social at Brooks Brothers
    • 22. CHALLENGES Consistency & Comprehension
    • 23. CONSISTENCY Metrics change Each space is unique Availability
    • 24. COMPREHENSION The Asterisk Effect*
    • 25. INSIGHTS NOT NUMBERS Campaign level sentiment • Move past S.I.T. • Allows aggregation Find the golden nuggets
    • 26. TWO SIDES The Business • Direct Response • Engagement • Takeaways - reordering grids, increasing buy The Creative Crowd • Sentiment • Engagement • Takeaways – content slices for product pages
    • 27. TAKE 45 • Foster internal advocacy • 45 minute lunch sessions • Break down barriers • Best ideas aren’t always yours

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