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  • 1. Social Analytics Marco Rinne (marinn@microsoft.com)
  • 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. Social Analytics (narrow) 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.” (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. 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. framework approach strategy resources organization monitoring tools targets people technology listening business goals target audience sentiment objectives Marco Rinne (marinn@microsoft.com) metrics measurement
  • 6. framework approach business goals measurement tactics • brand • awareness • twitter awareness • engagement • blog • support cost • influence reduction tools • platform Gillin, Schwartzman „social marketing to the business customer“ 2011 Marco Rinne (marinn@microsoft.com)
  • 7. framework approach people • audience analysis (social technographics profile) objectives • • • • 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. 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, KPIs 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. 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. 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. 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. the data problem inconsistant data and = automation limitations Marco Rinne (marinn@microsoft.com) =
  • 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. social analytics – marketing perspective E-Mail Newsletter MS.COM msn.de Events, Messen OWNED MEDIA Microsoft Channels Microsoft Partner Ecosystem Search Engine Marketing PAID MEDIA 3rd Party/ Commercial Microsoft Foren, Newsgroups, Blogs, Communities EARNED MEDIA Community/ Social Media Blogs, Microblogs Display Advertising Marco Rinne (marinn@microsoft.com) Neutrale Communities, Foren etc. Social Networks
  • 15. social analytics – marketing perspective Exposure/ Awareness soft metrics • reach • # fans • friends of fans • impressions • referrals from brand/product website Marco Rinne (marinn@microsoft.com) Engagement soft metrics • storyteller • # likes • # comments • # shares • video views • picture views • … Action/ Conversion soft metrics • engaged users • downloads • shop referrals • video views • … (Advocacy) soft metrics • external referrers • shares • brand/product recommend. • …
  • 16. social analytics – marketing perspective awareness (Facebook) 30000 140000 126964 120000 25000 102437 100000 20000 80602 80000 15000 61461 10000 60000 45012 40000 31257 5000 20000 20195 11825 0 3165 6149 New Fans Marco Rinne (marinn@microsoft.com) 0 Lost Fans Fans (total) German FB Brands (avg.) Trend polynominal (R² = 0,96)
  • 17. social analytics – marketing perspective engagement (Facebook) storytellers – fan adds (unique) page posts impressions (unique) Marco Rinne (marinn@microsoft.com) · 100
  • 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. social analytics – marketing perspective Exposure Engagement cost per fan = cost per engagement = total invest in SoMe platform # new fans in campaign timeframe 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. 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. 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. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  • 23. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  • 24. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  • 25. social analytics – examples and tools Marco Rinne (marinn@microsoft.com)
  • 26. social analytics – examples and tools Oct25thOct27th Marco Rinne (marinn@microsoft.com)
  • 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 PAID MEDIA 3rd Party/ Commercial Microsoft Foren, Newsgroups, Blogs, Communities EARNED MEDIA Community/ Social Media Blogs, Microblogs Display Advertising Marco Rinne (marinn@microsoft.com) Neutrale Communities, Foren etc. Social Networks
  • 28. what‘s next? – paid + owned + earned = <3 investment earned owned „integrated“ digital campaign timeframe Marco Rinne (marinn@microsoft.com) paid
  • 29. what‘s next? – integrated („big“) data models PAID sea listening SOCIAL social channels display MOBILE apps analytics OWNED crm Marco Rinne (marinn@microsoft.com) DATA display
  • 30. what‘s next? – more courage create value brands leverage data Marco Rinne (marinn@microsoft.com) have purpose
  • 31. thank you - Q&A Marco Rinne (marinn@microsoft.com)