In Search of a Grand Unified Theory

In Search of Grand Unified TheoryThe Evolution of Social Intelligence into Enterprise Analytics
WOMMA Educational Webinar
April 6, 2011

Agenda
Key concepts to be presented• The emergent use of social media intelligence and enterprise analytics• The KPIs that manage and extend the value of social media• How to connect social media to market research

Grand Unified Theory
February 2011
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Grand Unified Theory
Media
Consumer
$
Creative
Brand
February 2011
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5
The Emergent Use of Social Media Intelligence and Enterprise Analytics
Social Media Intelligence
February 2011

6
Enterprise Analytics
Social Media Intelligence to Enterprise Analytics
February 2011

Our love, hate relationship with analytics
A recent McKinsey study revealed over half of the challengesin media are data and analytic in nature… either directly or indirectly related to the marketplace dynamics.
Fragmented data across many channels
Precision of consumer data to enhance targeting
Emergent Data
Demonstration of performanceto indicate success of marketing objectives
Limited development of cross-media solutions
Accountability
Inconsistent or lacking media engagement measures
Lack of cross-media metrics
Reporting is historical and not real-time
Analytics
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How does analytics create value?
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Who and where are our most valuable customers?
What is the value of a Fan to our brand?
What are my competitors doing?
How do I accelerate the purchase cycle?
Where are my most effective ads?
How is our campaign performing?
What is the ROI of our social media strategy and investments?
How do I improve important Brand KPIs such as Brand Awareness and Customer Satisfaction?
What is my most effective media tactic, program, and campaign?
Where are my most effective ads?
How do I optimize my social media investments?
How do I optimize my paid, owned, and earned media investments?
How may ad units, placements, frequency of change are optimal?
How do I better integrate social with search and site?
Planning
Measurement
Optimization
Research
Conversation Mining
Media Mix Models
Behavioral Studies
Reporting
Predictive Models
Data Visualization
Media Mix Models
Predictive Models
Optimization
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Emergent Use
Value creation in social
Value creation with social
February 2011

So… how do we create value today?
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Emergent Use
Value creation in social
Value creation with social
Generate better brand and consumer insights
Improve media and program performance
Optimize media spend
Improve brand awareness and sentiment
Improve campaign performance
Determine and implement fan value
Planning
Performance
Optimization
February 2011

So… How do we create value today?
Raw Materials
2. The Blueprint
3. The Tools
4. Structures
Data
A Measurement Framework
Analytics
Media, Communication, and Brand Experience
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1.The Raw Materials
Forums
Facebook
Blogs
The Social Graph
Twitter
YouTube
Flickr
Brand
Topics
Voice
Message Type
Emotion
Venue and Domain
Intent
Motivation
Conversation Volume
Sentiment
February 2011
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2. The Blueprint
KPIs manage and extend the value of social media
Articulate Business Objectives and Activation Strategy
Construct KPIs with Relevant Metrics and Data
Define
KPIs
Awareness
Engagement
Intent
Conversion
Advocacy
Satisfaction
Improve online visibility and credibility
Increased visits and sales
ROI-driven social media strategy
Understand how best to measure each KPI
Prioritize metrics
Track and report ROI
examples
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February 2011

2. The Blueprint… best practices
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February 2011

2. The Blueprint… an Illustration
Advocacy
Awareness
Engagement
Value
Re-tweets
Replies
Interactions
Subscribers
Followers
Page Views
Views
Fans
Friends
Interactions
Brand Profiles
Posts
Length
Sentiment
Mentions
Share of Voice
Listening
Positive Mentions
February 2011
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2. The Blueprint… extending the illustration
Advocacy
Awareness
Engagement
Value
Demographic
Social
Followers
Mentions
Re-tweets
Interactions
Fans
Positive mentions
Attitudinal
Time on site
Views
Interaction
Sign ups
Inquiries
Comments
Site
Unique visits
Lifestyle
Impressions
Uniques
Frequency
Time on site
Views
Interaction
Clicks
CTR
Display
Purchase Behavior
Impressions
Uniques
Frequency
Time on site
Views
Interaction
Broadband
View thrus
February 2011
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3. The Tools
Analytic Functions
Definition
Sophistication
Examples
Optimization
Prediction
Simulation
What if?
Forward looking insights and metrics to improve campaigns, brand and media performance.
Media Mix Models
Predictive Models
Foresight
Quantitative and qualitative insights that answer critical questions about the consumer or brand.
Inspirational
Directional
Foundational
Notional
Market Research
Behavioral Studies
Data Visualization Tools
Insight
Historic performance measurement of campaigns, brands and media.
KPI Development
Campaign Reports
Foundational Dashboards
Trend
Benchmark
Point in Time
Measurement
Scalable
Repeatable
Efficient
Access to raw data for all analytic purposes.
Reporting Tools
Data Warehouse
Access
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3. The Tools… an example
Connected Research captures the relationship between market research and conversation mining outputs to improve brand and consumer insights.
A Connected Research solution will…
Create efficiency
Align listening objectives with market research objectives
Identify important research objectives and assess opportunity to enhance with listening metrics and data
Reduce costs
Enhance all insights and improve decisions
Online Sentiment
Survey Sentiment
Build better KPIs
Quantify the relationship between important KPIs such as Brand Awareness and Listening metrics
Increase timeliness and precision of findings
February 2011
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3. The Tools… an example
Aware
Consideration
Unaware
Convinced
Informed
Conversation Topics
Conversation Volume
Category Relationships and Sentiment
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4. The Structures
Redefine the sales funnel
Consumer-level data integration
Social graph with enhanced consumer insights and quantified relationships
Ability to sense and respond in real-time and at scale
Measure and forecast social media impact
Integrate listening metrics with performance media metrics
Create custom indices, scores and segments
Add open, real-time & transparent consumer insights to research mix
Quantify relationship between listening, brand and consumer behaviors
Indentify and interact with influencers
Build relationships
Access to real-time 24/7 consumer insights
New consumer insights
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4. The Structures
Anticipate consumer behavior
Create superior consumer insights
Integrate predictive analytics
Enable cross-brand/market/group collaboration
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Data
Data
Audit data sources
Integrate and standardize data from multiple media
Collect market research and brand studies
Analytics
Data
Clearly define all business objectives
Determine KPIs
Define analytic methodology/needs
Organization
Data
Identify analytic champion and owner
Identify system and technology inputs
Collaborate across media, analytic and research functions
Process
Data
Audit planning processes
Collaborate across analytic functions
Assess reporting process
February 2011
Summary of Needs

In Search of a Grand Unified Theory

by Word of Mouth Marketing Association on Apr 07, 2011

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In Search of a Grand Unified Theory — Presentation Transcript