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Social Analytics
Marco Rinne (marinn@microsoft.com)
Summary
I.

Social Analytics Definitions

II.

The Importance of Business Goals

III. A Framework approach
IV. Challenges ...
Social Analytics (broad)

definition
“Social analytics is monitoring, analyzing, measuring and interpreting
digital intera...
mapping engagement to business objectives
business goal

metrics/KPI layer

share of voice

#brand mentions
#brand+competi...
framework approach
strategy

targets

metrics

resources

people

technology

organization
listening

monitoring

business...
framework approach

business
goals

• brand
awareness
• support
cost
reduction

Marco Rinne (marinn@microsoft.com)

measur...
framework approach

people

objectives

• audience
analysis

•
•
•
•

(social
technographics
profile)

listening
talking
s...
framework approach (combined; extended)
business goals
objectives
•

translate
business
goals into
social
media
objectives...
challenges for social analytics
business goal

PR
marketing
HR
CSS
…

too much data

social media
Marco Rinne (marinn@micr...
the data problem
too much data (ex. Facebook insights; excerpt only)

source:
https://developers.facebook.com/docs/referen...
the data problem
too little data
private social profiles

theatlantic.com – referrer analysis

Alexis C. Madrigal, The Atl...
the data problem
inconsistant data and

=

automation limitations

Marco Rinne (marinn@microsoft.com)

=
the ROI problem

Division

Objective

KPI/metric

marketing

increase brand awareness

SoV

sales

increase device sales

...
social analytics – marketing perspective
E-Mail Newsletter

MS.COM

msn.de

Events, Messen
OWNED
MEDIA
Microsoft
Channels
...
social analytics – marketing perspective
Exposure/
Awareness
soft metrics
• reach
• # fans
• friends of fans
• impressions...
social analytics – marketing perspective
awareness (Facebook)
30000

140000

120000

25000

100000
20000
80000
15000
60000...
social analytics – marketing perspective
engagement (Facebook)
storytellers – fan adds (unique)
· 100
page posts impressio...
social analytics – marketing perspective
Exposure/
Awareness

Engagement

Action/
Conversion

(Advocacy)

soft metrics
• r...
social analytics – marketing perspective
Exposure

Engagement

total invest in SoMe platform
# new fans in campaign timefr...
social analytics – marketing perspective
Windows Campaigns Q1-3
Campaign (Digital)
Media Status

FY 11/H2
Bridge

Budget t...
social analytics – marketing perspective
(paid)
media

social
media

owned
media

compare
fair

cost per ad
impression

co...
social analytics – examples and tools

Marco Rinne (marinn@microsoft.com)
social analytics – examples and tools

Marco Rinne (marinn@microsoft.com)
social analytics – examples and tools

Marco Rinne (marinn@microsoft.com)
social analytics – examples and tools

Marco Rinne (marinn@microsoft.com)
social analytics – examples and tools
Oct25thOct27th

Marco Rinne (marinn@microsoft.com)
what„s next? – paid + owned + earned = <3
E-Mail Newsletter

MS.COM

msn.de

Events, Messen
OWNED
MEDIA
Microsoft
Channels...
what„s next? – paid + owned + earned = <3

investment

earned

owned

„integrated“ digital campaign timeframe

Marco Rinne...
what„s next? – integrated („big“) data models
PAID

sea

listening

SOCIAL

social channels

display

MOBIL
E

apps

analy...
what„s next? – more courage

create
value

brands
leverage
data

Marco Rinne (marinn@microsoft.com)

have
purpose
thank you - Q&A

Marco Rinne (marinn@microsoft.com)
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Socialanalyticssmedmarinn11 12-121113042054-phpapp01 (1)

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Transcript of "Socialanalyticssmedmarinn11 12-121113042054-phpapp01 (1)"

  1. 1. Social Analytics Marco Rinne (marinn@microsoft.com)
  2. 2. Summary I. Social Analytics Definitions II. The Importance of Business Goals III. A Framework approach IV. Challenges for Social Analytics V. Social Analytics from a Marketers Perspective VI. Microsoft - Examples and Tools VII. What‘s Next? Marco Rinne (marinn@microsoft.com)
  3. 3. Social Analytics (broad) definition “Social analytics is monitoring, analyzing, measuring and interpreting digital interactions and relationships of people, topics, ideas and content. Interactions occur in workplace and external-facing communities. Social analytics include sentiment analysis, natural-language processing and social networking analysis (influencer identification, profiling and scoring), and advanced techniques such as text analysis, predictive modeling and recommendations, and automated identification and classification of subject/topic, people or content.” Social Analytics (narrow) (Gartner IT Glossary) ”Social analytics measure the impact of social media on business“ (Awareness Inc. – Actionable Social Analytics; April 12) Social analytics measure the impact of social media metrics on business metrics Marco Rinne (marinn@microsoft.com)
  4. 4. mapping engagement to business objectives business goal metrics/KPI layer share of voice #brand mentions #brand+competitor mentions interpretation layer data layer #brand mentions social media Marco Rinne (marinn@microsoft.com) brand awareness
  5. 5. framework approach strategy targets metrics resources people technology organization listening monitoring business goals tools target audience sentiment objectives Marco Rinne (marinn@microsoft.com) measurement
  6. 6. framework approach business goals • brand awareness • support cost reduction Marco Rinne (marinn@microsoft.com) measurement tactics • awareness • twitter • engagemen • blog t • influence tools • platform Gillin, Schwartzman „social marketing to the business customer“ 2011
  7. 7. framework approach people objectives • audience analysis • • • • (social technographics profile) listening talking supporting … strategy • tactics • metrics technology • platform • tools Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011 Marco Rinne (marinn@microsoft.com)
  8. 8. framework approach (combined; extended) business goals objectives • translate business goals into social media objectives (SMART) strategy • • analyse target audience (channels) identify tactics measurement • • identify relevant metrics, KPI s define success (targets) optimize Marco Rinne (marinn@microsoft.com) organization • • check necessary resources is your organization ready for social (EP2.0) technology • identify suitable tools based on strategy and metrics (that scale)
  9. 9. challenges for social analytics business goal PR marketing HR CSS … too much data social media Marco Rinne (marinn@microsoft.com) There is no single ROI for social media too little data
  10. 10. the data problem too much data (ex. Facebook insights; excerpt only) source: https://developers.facebook.com/docs/reference/fql/insights Marco Rinne (marinn@microsoft.com)
  11. 11. the data problem too little data private social profiles theatlantic.com – referrer analysis Alexis C. Madrigal, The Atlantic - Dark Social: We Have the Whole History of the Web Wrong (Oct 12) media/community cooperations Marco Rinne (marinn@microsoft.com)
  12. 12. the data problem inconsistant data and = automation limitations Marco Rinne (marinn@microsoft.com) =
  13. 13. the ROI problem Division Objective KPI/metric marketing increase brand awareness SoV sales increase device sales #sales from social channels css increase customer satisfaction SAT-metrics; #support issues Marco Rinne (marinn@microsoft.com)
  14. 14. social analytics – marketing perspective E-Mail Newsletter MS.COM msn.de Events, Messen OWNED MEDIA Microsoft Channels Microsoft Partner Ecosystem Search Engine Marketing Display Advertising Marco Rinne (marinn@microsoft.com) Microsoft Foren, Newsgroups, Bl gs, Communities PAID MEDIA EARNED MEDIA 3rd Party/ Commercial Community/ Social Media Neutrale Communities, Foren etc. Blogs, Microblogs Social Networks
  15. 15. social analytics – marketing perspective Exposure/ Awareness soft metrics • reach • # fans • friends of fans • impressions • referrals from brand/product website Engagement soft metrics • storyteller • # likes • # comments • # shares • video views • picture views • … Marco Rinne (marinn@microsoft.com) Action/ Conversion soft metrics • engaged users • downloads • shop referrals • video views • … (Advocacy) soft metrics • external referrers • shares • brand/product recommend. • …
  16. 16. social analytics – marketing perspective awareness (Facebook) 30000 140000 120000 25000 100000 20000 80000 15000 60000 10000 40000 5000 20000 0 0 New Fans Marco Rinne (marinn@microsoft.com) Lost Fans Fans (total) German FB Brands (avg.) Trend polynominal (R² = 0,96)
  17. 17. social analytics – marketing perspective engagement (Facebook) storytellers – fan adds (unique) · 100 page posts impressions (unique) Marco Rinne (marinn@microsoft.com)
  18. 18. social analytics – marketing perspective Exposure/ Awareness Engagement Action/ Conversion (Advocacy) soft metrics • reach • # fans • friends of fans • impressions • referrals from brand/product website soft metrics • storyteller • # likes • # comments • # shares • video views • picture views • … soft metrics • engaged users • downloads • shop referrals • video views • … soft metrics • external referrers • shares • brand/product recommend. • … financial metric • cost per fan financial metric • cp engmnt financial metric • cost per action financial metric • cost per referral Marco Rinne (marinn@microsoft.com)
  19. 19. social analytics – marketing perspective Exposure Engagement total invest in SoMe platform # new fans in campaign timeframe cost per fan = cost per engagement = total invest in SoMe platform # comments + # likes in c. timeframe Action cost per action = total invest in SoMe platform i.e. # downloads in campaign timeframe (Advocacy) cost per referral = total invest in SoMe platform # referrals in campaign timeframe Marco Rinne (marinn@microsoft.com)
  20. 20. social analytics – marketing perspective Windows Campaigns Q1-3 Campaign (Digital) Media Status FY 11/H2 Bridge Budget total Budget spent Traffic Drivers Off-Net (paid) Display (Banner-Placement) Budget spent FY 11/H2 Holiday FY 11/H2 Holiday FY 11/H1 BTS financial metrics (avg.) Windows campaigns (digital) Q1-3 cost per ad impression Ad impressions Clicks (Initial responses) Initial responses rate (CTR%) CPC € Primary Conversions (global&local) Primary CR% CPA € SEM (Holiday ab KW 47) Budget spent Clicks CPC € Primary Conversions (global&local) Primary CR% CPA € Total (Display+SEM) CPC € CPA € Marco Rinne (marinn@microsoft.com) cost per click cost per action cost per click (SEA) cost per action (SEA)
  21. 21. social analytics – marketing perspective (paid) media social media owned media compare fair cost per ad impression cost per (message) impression cost per page impression long term vs. short term cost per click cost per (message) impression cost per visit cost per action cost per action cost per click / action Marco Rinne (marinn@microsoft.com) Fans participate intentionally esp. in earned channels
  22. 22. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  23. 23. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  24. 24. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  25. 25. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  26. 26. social analytics – examples and tools Oct25thOct27th Marco Rinne (marinn@microsoft.com)
  27. 27. what„s next? – paid + owned + earned = <3 E-Mail Newsletter MS.COM msn.de Events, Messen OWNED MEDIA Microsoft Channels Microsoft Partner Ecosystem Search Engine Marketing Display Advertising Marco Rinne (marinn@microsoft.com) Microsoft Foren, Newsgroups, Bl gs, Communities PAID MEDIA EARNED MEDIA 3rd Party/ Commercial Community/ Social Media Neutrale Communities, Foren etc. Blogs, Microblogs Social Networks
  28. 28. what„s next? – paid + owned + earned = <3 investment earned owned „integrated“ digital campaign timeframe Marco Rinne (marinn@microsoft.com) paid
  29. 29. what„s next? – integrated („big“) data models PAID sea listening SOCIAL social channels display MOBIL E apps analytics OWNE D crm Marco Rinne (marinn@microsoft.com) DATA display
  30. 30. what„s next? – more courage create value brands leverage data Marco Rinne (marinn@microsoft.com) have purpose
  31. 31. thank you - Q&A Marco Rinne (marinn@microsoft.com)
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