Actionable Analytics Triangle AMA Luncheon 08152013

Building Your Digital Analytics Capability: How to
Develop a Competitive Advantage For Your Business
Triangle AMA (@TriangleAMA)
August 15, 2013
Chuck Hemann, Group Director, Analytics at WCG
@ChuckHemann

Contents are proprietary and confidential.

The communications landscape is changing…

Four Drivers of Change
Newsflow
• Blogs and twitter drive 2/3 of flow
• Five drivers of newsflow
• Mainstream media news cycles driven
by average of 5 people
• Online content cycles driven by <50
people
Human Behavior
• We are only snowflakes to our parents
• We all follow patterns
• Influencers (top 50) typically source
from no more than 4-5 people
• Who are the top sources?
Media Consumption
Patterns
• I read what I want, where I want
• Social channels are becoming the
new “third place”
The Social Footprint
• easy to see where content is shared
and with whom
• Preferred words are clear
• Content needs are clear
Four Drivers of
Change
@TriangleAMA // @chuckhemann on Twitter

What the C-Suite Realizes Today…
Reputation
Customers
shape reputations
with or without
company help
Budget
50% of marketing
budget is digital
today for leading
companies, 70%
in a few years
Issues
You can identify
problems
days/weeks
before the world
is fully aware
Employees
Recruitment and
retention happens
365 days/year
and includes
involvement in
brand activities
Customers
Customer
support is integral
to brand
reputation –
irrespective of
channel
Innovation
The best ideas
are from crowds
of smart people
inside or outside
your company
Money Words
Which words
drive sales,
behavior and how
am I leveraging
them across my
brand?
Search
If search is
becoming a
decision engine,
what decisions
am I helping with?

It is harder than ever to build a big, disruptive ad
campaign
Think like a publisher, focus on agile creative,
content curation and right engagement

Buying Big Blocks of Media lacks Market Agility
Media plans must be dynamic/able to shift in real-
time to market demand

A website is just ONE channel
Consumers are not “driven” somewhere. Brands must reach
customers exactly where they are, when they are there.

Attention spans have changed forever
Consumers focus on the headline, image, and highlighted data
point only. Nobody reads anymore. It’s more important to tell
a fast and visual story than to get a full feature news article.

Building Share Building of Conversation is more
important than brief News Cycle
Popular conversations, videos, or images are spawned and
shared across the internet, have greater reach and influence
than the original news cycle.

Real Time research provides better information
We can get better information by observing and asking
consumers their opinion right now, based on the exact city
they live in, and the exact interests they have, and the places
they hangout online.

How is Research Changing to Meet the New
Communications Landscape?
10 Trends in Digital Analytics

Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal

#1 – (Tool) Buyer Beware
Social Media Listening
Social Media Engagement
Influencer Analysis
Audience Analysis
Content Analysis
Search Analytics

Hundreds of Available Tools with no Clear Link…
Yet

#2 – Two Clear Listening Models Emerging
Listening for program
planning and listening for
content development

• What are people saying about
your brand
• Where people are talking
about your brand
• When people are talking about
your brand
• Who is talking about your
brand
• Why people are talking about
your brand
Taking a Step Back to Set Proper Goals

Listening to Develop Content in Real-Time
Photo credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi

#3 – HR, Sales, Product Development, Customer
Service Join the Digital Data Party
Digital data’s value extends
well beyond its applications
for public relations and
marketing

• Concept of building a dashboard
to listen for conversations
outside of PR/marketing
applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those
insights
• In practice, much more difficult
to execute at large companies
• Requires central source for
listening with organization
Making Social Data Work Outside of PR/Marketing

Social Customer Service is an Emerging Approach
• Shift in importance away from
traditional customer service
channels toward social media,
smartphones and internet sites
• 79% of respondents in the survey
cited the immediacy of interactive
channels in their preference
• 46% cited those interactive
channels as the most efficient
communication method
• Listening to conversations for
customer service requires
dedicated team, technologies,
measurement techniques and
processes

Samsung and Delta are Two Strong Case Studies

#4 – We Drop “Social” from Social CRM
CRM platforms evolve to
incorporate social data more
easily therefore eliminating
the need to keep using social
in front of CRM

The Good News is Current Systems are
Evolving…Slowly

#5 – Companies Begin to Hire Internal Resources
Digital analytics professionals
are becoming more prevalent
as organizations realize the
power of this data.

Four Components of an Internal Capability

#6 – Command Centers are Valuable… Kind of
Command centers are
valuable internal tools that
rally the organization around
the idea of social
media/listening to customers

Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends

Intel Has Developed a Social Cockpit…

#7 – Measurement Finally Becomes Integrated
Communications has been
working to break down silos
for years. It’s time to do the
same in measurement

Timely Intelligence 
Timely Decisions
Daily:
Media flow, news synopses, topline opinions
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Hourly:
Competitive alerts and crisis management
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Annually:
Business and comms planning, long-range
strategy, KPI assessment and goal setting

The New ERA Measurement Approach
What we are Measuring Example Metrics
Engagement
Are consumers taking action to indicate they are on board
and sharing with their personal networks?
• Likes
• Comments
• Inbound Links
• Retweets
• Shares
• Database registrations
Reach
How many consumers did we reach, multiplied by how
many times did we reach them, during the last 30 days?
• FB post impressions
• Tweets x Followers
• Paid digital impressions
• Video views
• Blog post UVMs
• Website visits
• Share of Attention
Audience
What is the size of our Audience that we are building to
communicate with in the future?
• Fans
• Followers
• Subscribers
Cost
Avoidance
How is our social engagement allowing us to reach
people without buying paid media inventory?
• Media value of social
impressions and views
Learnings
What did we learn that can be applied to future
effectiveness?
• Social Poll results
• Qualitative feedback

Measurement Approach - Sample
Demonstrating
business
value
Driving awareness
Building share of
conversation around topics
that the public cares about
Ensuring outbound messages
are receiving pickup
Communications
Market Share
Index

AUG SEPT OCT
PERFORMANCE
SCORE
AUDIENCE
100
Twitter followers 500 550 500
News Center page views 20,000 20,000 20,000
News reach 500,000 500,000 500,000
ENGAGEMENT
80
Twitter retweets 130 90 155
Twitter replies 60 85 150
News Center tweets 100 125 100
News Center likes 500 400 500
News Center shares 200 150 250
YouTube likes 0 0 0
YouTube shares 0 0 0
REACH
100
Twitter 92,000 86,000 100,000
News Center 16,092,042 15,250,004 26,841,569
YouTube 0 0 0
SHARE OF
CONVERSATION
20% 25% 30% 95
TEAM INDEX SCORE DMA INDEX SCORE
100 100
Analysis
• Increase in Twitter Engagement over Q1
drove improvements in Twitter Reach
• News Center page views down over Q1,
although News Center sharing activity
increased
• Although news coverage increased over Q1,
traffic to outlets covering GEHC news were
lower, thus decreasing Audience scores
Team Insights
• Focus on frequency and regularity of Twitter
posts, as well as retweeting, @-mentioning
and @-replying key influencers in order to
establish relationships on Twitter
• Utilize keyword research and integration to
drive improvements in findability and natural
search traffic to News Center stories
# OF POSTS TOTAL
Twitter 200 200 200 600
News Center 30 40 40 110
sample performance scorecard

#8 – Analytics goes hyper-local
As marketing programs are
built to reach people in
specific geographies,
analytics tools will need to be
built to keep up

Track conversation by zip code, town, store

#9 – Forensic Analytics Becomes a Critical
Capability Within Companies

Decoding Audience Correlations
Universe of conversation the
brand cares about.
A. Mountain Biking
B. HipHop
C. Men (18-24)
D. Skating
Top Attributes
(as many as
relevant)
HipHop
(Primary Attribute)
Correlated Attributes
(f/ brand Universe)
Topics Correlation to
HipHop
Basketball 91.56
Skating 78.19
Rock Music 57.54
Urban Fashion 41.89
Surfing 11.34
3 Different Lunch Tables with
HipHop as the Primary Attribute
HipHop
Basketball
Etc.
HipHop
Skating
Etc.
HipHop
Rock Music
Etc.
ALL online conversation
Brand Filters

Lunch Table Audience Segmentation (dummy data)
Primary Attribute: HipHop Music
Also Passionate About: NBA Basketball,
Skating, Nightlife, Video Games
Consumption Moments: Leisure, Partying
Demographic Attributes: M28-24
Additional Insights: B.O.B. + Drake are faves
A
Primary Attribute: Pick Me Up Junkies
Also Passionate About: Hiphop, Alternative
Rock, Snowboarding, Monster, 5-Hour
Consumption Moments: Studying, Leisure
Demographic Attributes: West coast
Additional Insights: <3 Free Music Downloads
B
Primary Attribute: Mountain Biking
Also Passionate About: Winter sports, NFL,
Pearl Jam
Consumption Moments: Driving, Working
Demographic Attributes: Men (all ages)
Additional Insights: Bike Brands Super Important
C
Primary Attribute: High Performance
Also Passionate About: Record-Setting
Performances, Motor Sports, Speed
Consumption Moments: Sports, Working
Demographic Attributes: NA
Additional Insights: Diss on Organized Racing
D

#10 – Influencer Analysis is not Synonymous with
Klout
The current suite of influencer
solutions do not fully capture
how influential a person is
online

The Current Influencer Tools are not the Devil,
but Don’t Accurately Gauge Influence Either

<50 People Drive Share of Conversation Online
• Have complete clarity
into who influences your world, and
how to reach them with your content.
Thousands of
key phrases.
Millions of
webpages.
100+ Metrics.
Hundreds of
Outlets.
50 Top
Influencers.

Where did this come from?
Currently available on Amazon.com - http://amzn.to/UF4qKj

Actionable Analytics Triangle AMA Luncheon 08152013

Actionable Analytics Triangle AMA Luncheon 08152013

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Actionable Analytics Triangle AMA Luncheon 08152013