Developing a Social Intelligence Program - FSMU
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Developing a Social Intelligence Program - FSMU Presentation Transcript

  • 1. ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " . /
  • 2. Social Media AnalyticsThe Guide to Metrics and Tools ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 3. WARNING: I AM A MATH GEEK! ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 4. “ We just finished this campaign, can you help us ” develop the metrics to show our value?• Too many communications professionals ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 5. “Here’s last quarter’s media analysis and last year’sbrand tracking data. Can we schedule a meeting to ” review the 75-slide deck?• Too many research professionals ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 6. “ Wow, did you see the opinion shift on today’sdashboard? That story’s really working. Let’s amp it ” up with some new content tomorrow.• The opportunity in front of us ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 7. Marketers are currently swimming in data People and brands send more than 340m tweets per dayPeople on Facebook share more than 684,000 bits of content per dayPeople upload 72 hours of new video to YouTube every minute Google receives over 2 million search queries a minute ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 8. 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 • Lots of noise to filter, but plenty of valuable signal ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 9. Most companies take a two-pronged approach to measurement “Improve” “Prove” Provide inbound insights to inform Use data to track and report decisions and optimize programs metrics, KPIs, business value Real-Time Weekly Analysis Intelligence & Monthly Gathering Dashboards Are our messages getting through with visibility and scale? Are we shaping the content and conversation we want? Are we a part of the conversation when it counts? Are we fostering greater advocacy from influencers and consumers? ! " # ! $ " # % & ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " . # /
  • 10. Social Media Listening Improve ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 11. Making social data work outside of PR/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• Requires central source for listening with organization ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " &1 2 # & 0 0 % + # " - , ( # &,3 % * + 1 " . / /
  • 12. Where do we get started? ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 13. Key elements of success… 1. Use the “right” tool(box) for the job. 2. Develop a social intelligence supply chain. 3. Institutionalize standard metrics and models. 4. Determine the right reporting cadence. 5. Verify software tools with analyst hand coding. 6. Plan protocols for real time crises. 7. Build a team who understands the business. ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 14. Think “toolbox,” not tool • Don’t ask: “What tool should I use?” • Instead ask: “What toolbox do I need?” • So, what’s in the toolbox? • Social media aggregator (Radian6, Sysomos, etc.) • Owned media insights (Facebook, Twitter, etc.) • Engagement tools (Tweetdeck, Hootsuite, Jive, etc.) • Web and search analytics (Google, Omniture, etc.) ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " & 2 # &/ 0 0 % + # " - , ( # &,3 % * + 1 " . / 1
  • 15. Nine elements to evaluate a social media listening tool Workflow functionality
  • 16. Developing your social intelligence supply chain Internal Internal Engagement Engagement Team Team Text Data Social Social Conversation Conversation Tool Tool Reporting Reporting Feedback Feedback Loop / Loop / Non-Text Optimization Optimization Data Dashboards Dashboards
  • 17. Framing your reporting approach around the Five W’s • 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 ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 18. Plan the human resources, not just technology Business/Brand #1 Business/Brand #2 Business/Brand #3 Business/Brand #4 Social COE Social COE Social COE Social COE Stakeholders Stakeholders Stakeholders Stakeholders In-House In-House In-House In-House In-House In-House In-House In-House Business Business Business Business Business Business Business Business Analyst Reporting Analyst Reporting Analyst Reporting Analyst Reporting Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & External Analysts External Analysts External Analysts External Analysts ! " # ! $ " # % & ( ) * + , - # ) . & 0 " & 2 # &/ 0 0 % + # " - , ( # & 3 % * + 1 " . # / 1 ,
  • 19. Putting together an effective training program • Take advantage of existing training programs • Start with a core team of people within the company • Spread training program to other parts of the organization gradually • Hands-on training as much as possible • Create incentives/requirements to complete training programs ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 20. Modern Day Issue ManagementModern day issues management Identify Issues (>90% are Known) Identify Issues (>90% are Known) Correct History Correct History Create an Monitor even Profile Profile early warning after issue Pro / Con Pro / Con system. ISSUE HITS burns out. Right Right Influencers InfluencersInfluencersInfluencers Know Know Right Right SOC SOC Words Words Volume Volume Know Know Right Right (-) (-) Prepare for Media Call Content Content Words Words -180 0 +180 Tag the Tag the Right Right Right Right Optimize Search Story Story Words Words Place Place Right Right Right Right 3rd 3rd Content Content SEARCH LEADS TO Parties Parties Brief / Get Brief / Get RIGHT CONTENT Content Contentto Know theto Know the Syndication Syndication Influencers Influencers Network Network REPORTERS INFLUENCED BY SEARCH + COMPANY Macro Industry Issues Macro Industry Issues Full Awareness / Understand Timing / Linkage
  • 21. Developing your response protocol
  • 22. Do you need the physical command center space? … The answer to this question is, as usual, MAYBE ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 23. Or you can utilize a web-based application that is scalable ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 24. Social Media Measurement Prove ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 25. What metrics are marketers tracking today? Top metrics: Two for reach/ exposure One for preference, One for action ! " # ! $ " # % &# ( ) * + ,- # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - ,( # &,3 % * + 1 " .
  • 26. Landing on the right metrics should be a familiar process • Understanding what your campaign goals and objectives are • Conducting benchmark research • Developing your strategy and tactics • Execution of your campaign • Measure and tweak ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 27. Three C’s and Three S’s of digital measurement 3C’s Content Measures Conversation Community Assess how content Measures Measures is accessed, shared, Analyze volume, content, Assess audience, reach, adapted and amplified sentiment and opinion forums and “touch points” across various sites about companies/brands of company/brand content and media properties across sites and media across sites, media 3S’s Site Measures Search Measures Syndication Assess the volume, Assess the paid and Measures engagement, feedback organic search rankings Assess the volume, and reach of content for company content, engagement, sentiment shared via company’s brands and keyword and reach of content web properties associations shared via the web ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 28. Sample metrics across social media networks FACEBOOK TWITTER YOUTUBE FLICKR Comments Clicks (or CTR) Subscribers Total Photo Views Likes Retweets Total Video Total Photo Uploads Views Total Interactions Retweets/Post Views per Upload Average view per photo Total Clicks (or CTR) Tweet Reach Comments Number of comments Shares Retweet Reach Ratings Number of likes Impressions Average Reach Per Tweet Favorites Pageviews % of posts that are @ replies Overall Likes Number of lists Comment Sentiment Followers Demographics Sentiment …NOW BURN THIS SLIDE FROM YOUR MEMORY BANKS ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 29. Surveys are still an integral part of the measurement process • Minimum of 200 people in any given survey period • Exposed to messaging through social • Not exposed to social messaging • Identify how you’re going to survey people and on what frequency • Preferably every quarter using the same method so as to not confuse respondents • Offline research synergies whenever possible • Language and questions should be similar ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " . /
  • 30. Timely Intelligence  Timely Decisions Annually: Business and comms planning, long-range strategy, KPI assessment and goal setting Quarterly: KPI executive reviews, strategy shifts, problem escalation, cross-discipline impact Monthly: KPI trends and insights, strategy evaluation, program optimization, problem resolution Weekly: KPI tracking, red flags, tactical decisions, editorial planning, traffic/sales impact Daily: Media flow, news synopses, topline opinions Hourly: Competitive alerts and crisis management ! " # ! $ " # % & ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " . #
  • 31. Brand A Executive Dashboard: February 2012Sample executive scorecard Executive Scorecard Top Issue Areas by Volume Key Findings and Insights •Brand A-related social media posts increased by 11.6%, signifying greater overall presence and relevance in social media sphere Brand A Social Media Reports of Brand A •Healthcare reform issues received greatest Twitter protest Summit; Americans for donations to ALEC, amount of media attention – continuing an upward against TPP Tax Reform takes American Action Network, trend. agreement1 lobbyists.3 •IPAB-related news received large increase in $140,000 from Brand A2 attention, due to upcoming legislative battle •Social media volume spiked when Brand A was tied in with various causes with high public attention (i.e., TPP, ALEC donations, lobbying) – By engaging citizens on issues with a Brand A- favorable public opinion, Brand A can increase share of volume and influence in conversation •Twitter and mainstream media were responsible for a majority of Brand A-related news sharing in February. ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # & 3 % * + 1 " . / ,
  • 32. Sample Full Scorecard February 2012 Brand A Scorecard: Full Scorecard (Compete.com)Contents are proprietary and confidential.
  • 33. Where does the train come off the tracks? • Marketers are overwhelmed by the sheer amount of data available • Unclear on which metrics are actually laddering up to campaign goals • Lack of clarity on how often we should be measuring THE BIGGEST REASON…NO OBJECTIVE SETTING AT THE BEGINNING ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
  • 34. ! " # ! $ " # % &# ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " . / THANK YOU! ! " # ! $ " # % &# ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .