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Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference
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Social Automation: Look Before You Leap! - SMX London 2013: International Search Conference

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Many social managers struggle with tight budgets and expensive third party data insight tools. This presentation uncovers freely available social analysis tools that can be easily automated to provide …

Many social managers struggle with tight budgets and expensive third party data insight tools. This presentation uncovers freely available social analysis tools that can be easily automated to provide insights for social engagement, social reach, social geolocation targeting, and competitive benchmarking.

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  • 1. vSocial Media Automation: The Good & BadLook Before You Leap!Dr. Aaron M. Wester, PhD@aaronix
  • 2. @aaronixGoal:Maximize engagement & conversionsthrough automated content sharing
  • 3. @aaronixGoal:Maximize engagement & conversionsthrough automated content sharingBEWARE OF ASSUMPTIONS!
  • 4. @aaronixGoal:Maximize engagement & conversionsthrough automated content sharingBEWARE OF ASSUMPTIONS!• Productivity Inefficiency• Resource creep• Non-alignment• Cost overrun• Negative SERP impact• Engagement suppressionLeads to pitfalls such as:
  • 5. @aaronixUsability Focused Paradigm:Know Thy User
  • 6. @aaronixUsability Focused Paradigm:Know Thy UserThrough automated/manual hybrid tracking,visualizations, and analysis
  • 7. @aaronixUsability Focused Paradigm:Know Thy UserThrough automated/manual hybrid tracking,visualizations, and analysis• Social Influence (NetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-In)• Social Reach (FQL/Twitter Search API v1.1 & OAuth/Google Docs)• Social Engagement (Click Tracking & Heat Maps)• Social Geolocation (Traffic Data / Google Fusion Tables)• Competitive Advantage (NetVizz / GraphML)The effect that an individual’s thoughts and actions has on othersThe extent of an individual’s effect on othersThe involvement of others resulting from an individual’s contributionThe location of engaged involvementBenchmark insights into how competitor’s social communities thrive
  • 8. @aaronixSocial InfluenceNetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-InNetVizz is a free data extraction app for Facebook sections (groups & fan pages)Creates a .gdf formatted file that can be imported into GraphML
  • 9. @aaronixSocial InfluenceNetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-InGephi (open source) enables the creation of insightful visualizations that helpcontent curators gauge key social influencers and level of engagement throughGraphML format. Algorithmic correlational inferences may be analyzed.
  • 10. @aaronixSocial InfluenceNetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-InUses repulsion, centrality, clustering coefficient and modularity algorithms tohelp identify associations between nodes (variables) and edges (dependencies).
  • 11. @aaronixSocial InfluenceNetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-InSimilar to NetVizz, except for data extraction from Twitter, YouTube, Flickr, andFacebook personal network and fan pages (not groups).
  • 12. @aaronixSocial InfluenceNetVizz / Gephi: GraphML / NodeXL with Social Importer Plug-InImportant Considerations!• NetVizz exports to .gdf, not graphml format• NetVizz data cannot be exported into NodeXL, or vice versa• NetVizz data does not include user comments posted• As a result, use NodeXL to conduct sentiment analysis• Facebook only returns up to 500 names from a group• As a result, the extracted group followers are somewhat random• As a result, a network view of a group is limited• Twitter only returns up to 100 friends• Sample population results are still significant and representativeof the normal distribution
  • 13. @aaronixSocial ReachFQL: Graph API / Twitter Search API v1.1 & OAuth / Google DocsAnalyzing social reach data (such as social referrals, engagement, and followers) willenable key stakeholders to determine which social vertical channels are lagging orleading so tactics can be determined and applied to increase engagement.
  • 14. @aaronixSocial ReachFQL: Graph API / Twitter Search API v1.1 & OAuth / Google DocsFQL (Facebook Query Language) is quick (450ms avg. per query response time)alternative to extracting substantial volume of FaceBook data stored in Insightsdashboard through Graph API.
  • 15. @aaronixSocial ReachFQL: Graph API / Twitter Search API v1.1 & OAuth / Google DocsCreate a social inventory list in Google Docs, including ID. Export the list to .csv orcreate data bind to list. Include sessionized Graph API Access Token. Setup array toquery each parameter. Then dump results into exportable .csv file. Push resultsthrough Google Charts API to create automated dashboard reportlets.
  • 16. @aaronixSocial ReachFQL: Graph API / Twitter Search API v1.1 & OAuth / Google Docs• Facebook Graph API Acces Token is sessionized with an expiration of 2 hours beforetime out error is generated with no results.• Either manually copy/paste the Access Token into web-based input field, and storeresult in a variable that gets plugged in and evaluated, or…..• Use a JSON query to automatedly pull the Access Token provided you can supplythe Client ID, Redirect URI (Your Post LogIn URL), and authentication App Secret• Your PHP scripts in your automated batch process can only access your GoogleDocs spreadsheets provided you’ve first set your file to make it public, and receivea link to share.• Use a JSON query to decode and iterate the entries in your array using a foreachloop.Important Considerations!
  • 17. @aaronixSocial ReachFQL: Graph API / Twitter Search API v1.1 & OAuth / Google DocsSuggested Variables for helping determine Social Reach include:•page_fans – total number of people who have liked the page (likes)• page_storytellers – 28 days people talking about this (shares)• page_stories – 28 day page stories (comments)• page_impressions_paid – 28 day paid reach (paid reach)• page_impressions – 28 day reach (reach)Important Considerations!
  • 18. @aaronixSocial EngagementClick Tracking & Heat MapsProvides insight into how users are interacting with site content by link position, notby URL (for dynamically positioned content that moves relative to time range ortrending popularity).
  • 19. @aaronixSocial EngagementClick Tracking & Heat MapsSteps to create custom heat maps:1. Assign Click Tracking Variables2. Export CSV Data Dump for Entire Month (200K+ rows)3. Dump CSV into Excel and create pivot table4. Group by Row Label to aggregate totals5. Establish % CTR from # of clicks / total clicks6. Normalize measure with % of Total (100% max)7. Map positions in layout by targeted variables8. Apply 3 tiered color gradient based on % thresholdsImportant Considerations!
  • 20. @aaronixSocial EngagementClick Tracking & Heat MapsImportant Considerations!• A Visual Basic (VB) Macro may be used to create automated process forExtract/Transform/Load (ETL) emulation routine.• An executable VB Controller (shell script) may be created in Visual Studio toinvoke the Macro automatedly.• Task Scheduler can then be used to target the executable on a recurring cycle.• This process only tested for Heat Maps based on static link position.
  • 21. @aaronixSocial GeolocationTraffic Data / Google Fusion TablesShow density data visualizations by exporting traffic or campaign data correlated tolocation from Adobe/Omniture, Google Analytics, or other into Google FusionTable, then establish markers or by imported coordinates (KML shape files).
  • 22. @aaronixSocial GeolocationTraffic Data / Google Fusion TablesShow density data visualizations by exporting traffic or campaign data correlated tolocation from Adobe/Omniture, Google Analytics, or other into Google Fusion Table,then establish markers or by imported coordinates (KML shape files).
  • 23. @aaronixSocial GeolocationTraffic Data / Google Fusion TablesImportant Considerations!• Embed FusionTablesLayer object into web based dashboard with Google MapsAPI.• Fusion Tables is a designated data source for Google Chart Tools.• Authenticate with OAuth to gain access to your Google Fusion data.• Only five Fusion Tables Layers may be added to a map.• Up to five styling rules may be applied.• Only the first 100,000 rows are mapped from query results.• Total size of data set sent in single API call cannot exceed 1MB• If using KML shape files for city lines, a cell of data may only support amaximum of 1 million characters
  • 24. @aaronixCompetitive AdvantageNetVizz / GraphMLSimilar to Social Influence tactics, use NetVizz and GraphML to capture competitordata and visualize.
  • 25. @aaronix

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