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©Fathom SEO, LLC, all rights reserved 2013
Welcome!  Agenda   Benefits and Methodology of Social    Media Research   What kind of data is available and    how to u...
Social Media Data can help “figure it out”©Fathom SEO, LLC, all rights reserved 2013
All over the internet people are                                               sharing opinions,                          ...
Ratings & Reviews©Fathom SEO, LLC, all rights reserved 2013
Customer Feedback  People are talking  about all brands©Fathom SEO, LLC, all rights reserved 2013
Social Media Irony                                                      Consumers                                         ...
Social Media        Monitor                              Listen        Participate                                        ...
Social Media is a Large Focus Group  Augment offline  research   such as phone    surveys or focus    groups,  with socia...
Social Media Data  Why social media data can be “efficient” and “accurate”          Eliminates the observer effect       ...
Social Media      Monitor                                Listen        Participate       Analyze                          ...
Social Media Data Research Methodology   Identify online      Analyze the online  Interpret the results    conversation...
Research Plan      Brand      Competitor brands      Partner brands      Industry groups      Product names/services ...
Top Level Social Media Data Available      Volume of conversation      Channels where conversations are happening      ...
Analyzing the Data   Compare timeframes          Pre and post campaigns             Trend keyword themes          Year...
Real Reports & Data©Fathom SEO, LLC, all rights reserved 2013
Report Examples                                              Volume of                                               conv...
Report Examples                                              Channels©Fathom SEO, LLC, all rights reserved 2013
Report Examples                                              Demographics©Fathom SEO, LLC, all rights reserved 2013
Report Examples   Sentiment©Fathom SEO, LLC, all rights reserved 2013
Tools©Fathom SEO, LLC, all rights reserved 2013
Social Media Data Aggregation Tools©Fathom SEO, LLC, all rights reserved 2013
Types of Social Media Tools   Monitoring Tools     • Google Alerts, Social Mention, NetVibes, Trackur,       Viralheat, Li...
The Reality©Fathom SEO, LLC, all rights reserved 2013
The Reality of Social Media Research      Search setups are critical      Cleaning the data can be tedious      Depending ...
Questions?                      Amy Marshall                      @amymarshall                      amarshall@fathomdelive...
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Using Social Media Data to Drive Business Decisions

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Transcript of "Using Social Media Data to Drive Business Decisions"

  1. 1. ©Fathom SEO, LLC, all rights reserved 2013
  2. 2. Welcome! Agenda  Benefits and Methodology of Social Media Research  What kind of data is available and how to use it Amy Marshall  Examples of research tools available Social Media Strategy & Research COO, Columbus Division  The reality of what’s involved in executing social media research @amymarshall @fathomonline©Fathom SEO, LLC, all rights reserved 2013
  3. 3. Social Media Data can help “figure it out”©Fathom SEO, LLC, all rights reserved 2013
  4. 4. All over the internet people are sharing opinions, writing reviews, sharing experiences, tweeting about brands©Fathom SEO, LLC, all rights reserved 2013
  5. 5. Ratings & Reviews©Fathom SEO, LLC, all rights reserved 2013
  6. 6. Customer Feedback People are talking about all brands©Fathom SEO, LLC, all rights reserved 2013
  7. 7. Social Media Irony Consumers use social media to learn what to buy Brands use social media to learn how to sell©Fathom SEO, LLC, all rights reserved 2013
  8. 8. Social Media Monitor Listen Participate Manage Watch Participate in customer competitors conversations service Gather Look for new Build strong customer opportunities relationships opinions Monitor Identify Gather direct conversations influencers feedback©Fathom SEO, LLC, all rights reserved 2013
  9. 9. Social Media is a Large Focus Group Augment offline research  such as phone surveys or focus groups, with social media conversation data©Fathom SEO, LLC, all rights reserved 2013
  10. 10. Social Media Data Why social media data can be “efficient” and “accurate”  Eliminates the observer effect  Eliminates self-selection  Huge amount of information and samplings, fast©Fathom SEO, LLC, all rights reserved 2013
  11. 11. Social Media Monitor Listen Participate Analyze Manage Product Watch Participate in customer development competitors conversation service Consumer Gather messaging Look for new Build strong customer opportunities relationships opinions Measurement Monitor Identify Gather direct Competitive conversation influencers feedback intelligence©Fathom SEO, LLC, all rights reserved 2013
  12. 12. Social Media Data Research Methodology  Identify online  Analyze the online  Interpret the results conversations channels, content into business goals about the brand, and connections for and objectives competitors and trends and behavior product or services©Fathom SEO, LLC, all rights reserved 2013
  13. 13. Research Plan  Brand  Competitor brands  Partner brands  Industry groups  Product names/services  Campaign names  Events  Industry terms©Fathom SEO, LLC, all rights reserved 2013
  14. 14. Top Level Social Media Data Available  Volume of conversation  Channels where conversations are happening  Demographics – gender, age  Geography  Top posters  Influencers  Top keywords  Relational themes  Sentiment  Trends by social networks©Fathom SEO, LLC, all rights reserved 2013
  15. 15. Analyzing the Data  Compare timeframes  Pre and post campaigns  Trend keyword themes  Year over Year  Brand messaging or consumer messaging  Campaign driven, consumer driven or media driven  Identify influencers  Sentiment  Brand advocates  Relevant, influential posters  Track targeted geographies  Office locations  Targeted campaigns  Segment personas or target audience themes  Keyword themes used  Channels  Channels talking on  Different conversation themes by channel – Message Map©Fathom SEO, LLC, all rights reserved 2013
  16. 16. Real Reports & Data©Fathom SEO, LLC, all rights reserved 2013
  17. 17. Report Examples  Volume of conversation examples©Fathom SEO, LLC, all rights reserved 2013
  18. 18. Report Examples  Channels©Fathom SEO, LLC, all rights reserved 2013
  19. 19. Report Examples  Demographics©Fathom SEO, LLC, all rights reserved 2013
  20. 20. Report Examples  Sentiment©Fathom SEO, LLC, all rights reserved 2013
  21. 21. Tools©Fathom SEO, LLC, all rights reserved 2013
  22. 22. Social Media Data Aggregation Tools©Fathom SEO, LLC, all rights reserved 2013
  23. 23. Types of Social Media Tools Monitoring Tools • Google Alerts, Social Mention, NetVibes, Trackur, Viralheat, Lithium Technologies, Radian6, Sysomos Engagement Management Tools • ArgyleSocial, SproutSocial, HubSpot, Hootsuite, Sysomos, Visible Technologies Conversation Research & Analysis Tools • Radian6, Sysomos, Nielsen, Visible Technologies, Crimson Hexagon, Brandwatch©Fathom SEO, LLC, all rights reserved 2013
  24. 24. The Reality©Fathom SEO, LLC, all rights reserved 2013
  25. 25. The Reality of Social Media Research Search setups are critical Cleaning the data can be tedious Depending on the brands and goals, it can take a lot of time Can get “sucked into” the never ending data and segmentation options Interpreting the data into business outcomes and actions is a skill Need to analyze research on a regular basis©Fathom SEO, LLC, all rights reserved 2013
  26. 26. Questions? Amy Marshall @amymarshall amarshall@fathomdelivers.com www.fathomdelivers.com (Social Media Intelligence)©Fathom SEO, LLC, all rights reserved 2013
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