Social Analytics - Social Media Economy Days
Upcoming SlideShare
Loading in...5
×
 

Social Analytics - Social Media Economy Days

on

  • 769 views

http://socialmediaeconomy.de

http://socialmediaeconomy.de

Statistics

Views

Total Views
769
Views on SlideShare
769
Embed Views
0

Actions

Likes
3
Downloads
15
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Social Analytics - Social Media Economy Days Social Analytics - Social Media Economy Days Presentation Transcript

  • Social AnalyticsMarco Rinne (marinn@microsoft.com)
  • 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)
  • definitionSocial Analytics (broad) “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 (narrow) ”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)
  • mapping engagement to business objectives business goal brand awareness metrics/KPI layer share of voice #brand mentions interpretation layer #brand+competitor mentions data layer #brand mentions social mediaMarco Rinne (marinn@microsoft.com)
  • framework approach targets strategy resources metrics people technology organization listening monitoring business goals tools target audience sentiment measurement objectivesMarco Rinne (marinn@microsoft.com)
  • framework approach business measurement tactics tools goals • brand • awareness • twitter • platform awareness • engagemen • blog • support t cost • influence reduction Gillin, Schwartzman „social marketing to the business customer“ 2011Marco Rinne (marinn@microsoft.com)
  • framework approach people objectives strategy technology • audience • listening • tactics • platform analysis • talking • metrics • tools (social technographics • supporting profile) • … Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011Marco Rinne (marinn@microsoft.com)
  • framework approach (combined; extended) business goals objectives strategy measurement organization technology • • identify • check translate • analyse • identify business relevant necessary target suitable goals into metrics, resources audience tools based social KPIs • is your (channels) on strategy • define organization media • identify and metrics objectives success ready for tactics (that scale) (SMART) (targets) social (EP2.0) optimizeMarco Rinne (marinn@microsoft.com)
  • challenges for social analytics business goal PR marketing There is no single HR ROI CSS for social media … too much data too little data social mediaMarco Rinne (marinn@microsoft.com)
  • the data problem too much data (ex. Facebook insights; excerpt only) source: https://developers.facebook.com/docs/reference/fql/insightsMarco Rinne (marinn@microsoft.com)
  • 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 cooperationsMarco Rinne (marinn@microsoft.com)
  • the data problem inconsistant data and = = automation limitationsMarco Rinne (marinn@microsoft.com)
  • the ROI problem Division Objective KPI/metric marketing increase brand awareness SoV #sales from social sales increase device sales channels SAT-metrics; css increase customer satisfaction #support issuesMarco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective MS.COM E-Mail Newsletter msn.de Events, Messen OWNED MEDIA MicrosoftMicrosoft Partner Channels Microsoft Foren, Ecosystem Newsgroups, Blogs, Communities PAID EARNEDSearch Engine MEDIA MEDIA Marketing 3rd Party/ Community/ Neutrale Commercial Social Media Communities, Foren etc. Blogs, Display Microblogs Advertising Marco Rinne (marinn@microsoft.com) Social Networks
  • social analytics – marketing perspective Exposure/ Action/ Engagement (Advocacy) Awareness Conversionsoft metrics soft metrics soft metrics soft metrics• reach • storyteller • engaged users • external• # fans • # likes • downloads referrers• friends of fans • # comments • shop referrals • shares• impressions • # shares • video views • brand/product• referrals from • video views • … recommend. brand/product • picture views • … website • … Marco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective awareness (Facebook) 30000 140000 120000 25000 100000 20000 80000 15000 60000 10000 40000 5000 20000 0 0 New Fans Lost Fans Fans (total) German FB Brands (avg.) Trend polynominal (R² = 0,96)Marco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective engagement (Facebook) storytellers – fan adds (unique) · 100 page posts impressions (unique)Marco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective Exposure/ Action/ Engagement (Advocacy) Awareness Conversionsoft metrics soft metrics soft metrics soft metrics• reach • storyteller • engaged users • external• # fans • # likes • downloads referrers• friends of fans • # comments • shop referrals • shares• impressions • # shares • video views • brand/product• referrals from • video views • … recommend. brand/product • picture views • … website • …financial metric financial metric financial metric financial metric• cost per fan • cp engmnt • cost per action • cost per referral Marco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective total invest in SoMe platform Exposure cost per fan = # new fans in campaign timeframe total invest in SoMe platformEngagement cost per engagement = # comments + # likes in c. timeframe total invest in SoMe platform Action cost per action = i.e. # downloads in campaign timeframe total invest in SoMe platform (Advocacy) cost per referral = # referrals in campaign timeframeMarco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspectiveWindows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1 financial metrics (avg.)Campaign (Digital) Bridge Holiday Holiday BTS Windows campaigns (digital) Q1-3Media StatusBudget totalBudget spentTraffic Drivers Off-Net (paid)Display (Banner-Placement)Budget spent cost per ad impressionAd impressionsClicks (Initial responses)Initial responses rate (CTR%)CPC € cost per clickPrimary Conversions(global&local)Primary CR%CPA € cost per actionSEM (Holiday ab KW 47)Budget spentClicksCPC € cost per click (SEA)Primary Conversions(global&local)Primary CR% cost per action (SEA)CPA €Total (Display+SEM)CPC €CPA € Marco Rinne (marinn@microsoft.com)
  • social analytics – marketing perspective (paid) social owned compare media media media fair cost per ad cost per cost per (message) page long term impression impression impression vs. short term cost per cost per (message) cost per visit click impression Fans participate intentionally esp. in cost per cost per action cost per click / earned action action channelsMarco Rinne (marinn@microsoft.com)
  • social analytics – examples and toolsMarco Rinne (marinn@microsoft.com)
  • social analytics – examples and toolsMarco Rinne (marinn@microsoft.com)
  • social analytics – examples and toolsMarco Rinne (marinn@microsoft.com)
  • social analytics – examples and toolsMarco Rinne (marinn@microsoft.com)
  • social analytics – examples and tools Oct25th- Oct27thMarco Rinne (marinn@microsoft.com)
  • what„s next? – paid + owned + earned = <3 MS.COM E-Mail Newsletter msn.de Events, Messen OWNED MEDIA MicrosoftMicrosoft Partner Channels Microsoft Ecosystem Foren, Newsgroups, Bl gs, Communities PAID EARNEDSearch Engine MEDIA MEDIA Marketing 3rd Party/ Community/ Neutrale Commercial Social Media Communities, Foren etc. Blogs, Display Microblogs Advertising Marco Rinne (marinn@microsoft.com) Social Networks
  • what„s next? – paid + owned + earned = <3 earned investment owned paid „integrated“ digital campaign timeframeMarco Rinne (marinn@microsoft.com)
  • what„s next? – integrated („big“) data models display PAID sea listening SOCIAL social channels DATA MOBIL display apps E OWNE analytics crm DMarco Rinne (marinn@microsoft.com)
  • what„s next? – more courage create value brands leverage have data purposeMarco Rinne (marinn@microsoft.com)
  • thank you - Q&AMarco Rinne (marinn@microsoft.com)