Practical Social Analytics @ryancoleman This seems relevant to my interests. June 12, 2009
Three Core Takeaways <ul><li>We’ve seen this before </li></ul><ul><ul><li>Understand the hype </li></ul></ul><ul><ul><li>M...
<ul><li>We’ve Seen This Before </li></ul>
This isn’t new… “ Since opinion leaders are specialized by groups and type of product, a marketing research should not att...
 
 
 
 
 
<ul><li>Social media has amplified the effect of WOM in a major way </li></ul>
For Better and For Worse
Hype Cycle
 
Takeaway <ul><li>We’ve seen this before. </li></ul><ul><li>It’s alright to be excited. </li></ul><ul><li>This is no excuse...
<ul><li>The Medium and The Message </li></ul>
The Media isn’t the Medium <ul><li>Regular presentations stop there: they talk about the medium. </li></ul><ul><li>About s...
<ul><li>It’s people </li></ul>
And How People Organize Each Other? <ul><li>Hierarchies exist where there is ambiguity in transactions, resulting in the n...
Hierarchy
Networks – Who would  you  target first? Degrees of Trust
Networks and Hierarchies <ul><li>The key variable Social Measurement should be </li></ul><ul><li>Trust </li></ul>
People are The Medium and Trust is the Currency <ul><li>Trust is the independent variable that has a massive influence on:...
 
Takeaway <ul><li>The Medium is the Message. </li></ul><ul><li>The Medium is People. </li></ul><ul><li>The Message is Peopl...
<ul><li>PRACTICAL </li></ul><ul><li>Social </li></ul><ul><li>Analytics </li></ul>
This isn’t 2Unlimited
There are most certainly are limits
Costs
Privacy
 
 
 
 
Social Measurement Strategy <ul><li>A comprehensive social measurement strategy includes: </li></ul><ul><li>Volumetric tra...
The whole product <ul><li>The four components, combined, is the whole ‘social analytics’ product. </li></ul><ul><li>No sin...
1. Volumetric <ul><li>Volumetric tracking of conversations (What are people talking about?) </li></ul><ul><li>Typical Metr...
Consider Twitter, For Instance
Tweet Stats…
More Tweetstats
Trends
You can use Google to do a count of mentions…
And you can sort by TIME too!
They can even be derived from YouTube!
There’s all the regular data…
 
Affinity / Sentiment Measurement <ul><li>Affinity / Sentiment measurement (How are people saying it?) </li></ul><ul><li>Ty...
Guess the Sentiment
Social Graph Measurement <ul><li>Social Graph Measurement (Do the people saying it matter? Who do we need to reach out to,...
The Strength of Weak Ties George Penelope Sky Ocean Gertrude Creek
And…there’s homebrew…Week 1
… Week 2
… Week 3
Monetization Measurement <ul><li>Monetization (How, roughly, is it impacting our bottom line, brand) </li></ul><ul><li>Typ...
And Most Monetization Can Be Tracked… Google Analytics*, if set up properly, can be instrumental in measuring  directly at...
That’s Nice
That’s nice, so what? <ul><li>All of this ‘measurement’ is only useful if it actually aligns with your organizations goals...
Most people start with the Tool <ul><li>There are hundreds of tools out there. </li></ul><ul><li>Just because something ca...
Grappling with Complexity <ul><li>ASK: </li></ul><ul><li>What is the goal? </li></ul><ul><li>Which metrics are indicative ...
Three Core Takeaways <ul><li>We’ve seen this before </li></ul><ul><ul><li>Understand the hype </li></ul></ul><ul><ul><li>M...
Contact <ul><li>Questions? </li></ul><ul><li>Christopher Berry  [email_address] </li></ul><ul><li>Twitter: cjpberry </li><...
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Practical Social Analytics

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Focused on social media strategies and effective ways to monitor success for your non-profit or change-focused organization. Christopher Berry, Group Director of Marketing Science at Critical Mass will speak on practical social analytics.

Published in: Technology, Business

Transcript of "Practical Social Analytics"

  1. 1. Practical Social Analytics @ryancoleman This seems relevant to my interests. June 12, 2009
  2. 2. Three Core Takeaways <ul><li>We’ve seen this before </li></ul><ul><ul><li>Understand the hype </li></ul></ul><ul><ul><li>Move beyond it to where it’s practical </li></ul></ul><ul><li>The Medium is the Message </li></ul><ul><ul><li>It’s people </li></ul></ul><ul><li>Some of it is usefully measurable </li></ul><ul><ul><li>Revise your expectations </li></ul></ul><ul><ul><li>You can’t measure it all (affordably) </li></ul></ul><ul><ul><li>Start with your goals </li></ul></ul><ul><ul><li>Worry about the tools and ‘how’ later </li></ul></ul>
  3. 3. <ul><li>We’ve Seen This Before </li></ul>
  4. 4. This isn’t new… “ Since opinion leaders are specialized by groups and type of product, a marketing research should not attempt to find opinion leaders “in general”. Rather he should first look for the various strata among users of the particular product, and then determine the opinion leaders in each stratum.”
  5. 10. <ul><li>Social media has amplified the effect of WOM in a major way </li></ul>
  6. 11. For Better and For Worse
  7. 12. Hype Cycle
  8. 14. Takeaway <ul><li>We’ve seen this before. </li></ul><ul><li>It’s alright to be excited. </li></ul><ul><li>This is no excuse to forget everything you already know about goals and measurability </li></ul><ul><li>Think back to what you already know about measurement </li></ul>
  9. 15. <ul><li>The Medium and The Message </li></ul>
  10. 16. The Media isn’t the Medium <ul><li>Regular presentations stop there: they talk about the medium. </li></ul><ul><li>About social media. </li></ul><ul><li>We’re so focused on the Mediums... </li></ul><ul><li>To the original point – about Word of Mouth (WOM) </li></ul><ul><li>What’s the Medium? </li></ul>
  11. 17. <ul><li>It’s people </li></ul>
  12. 18. And How People Organize Each Other? <ul><li>Hierarchies exist where there is ambiguity in transactions, resulting in the need for authority. Authority manifests itself in the form of hierarchy. </li></ul><ul><li>Networks are constructive and destructive because they transcend hierarchy. They operate on the basis of trust. </li></ul><ul><li>This is a human design pattern. </li></ul><ul><li>-Karen Stevenson </li></ul>
  13. 19. Hierarchy
  14. 20. Networks – Who would you target first? Degrees of Trust
  15. 21. Networks and Hierarchies <ul><li>The key variable Social Measurement should be </li></ul><ul><li>Trust </li></ul>
  16. 22. People are The Medium and Trust is the Currency <ul><li>Trust is the independent variable that has a massive influence on: </li></ul><ul><li>Credibility </li></ul><ul><li>Likelihood of a message to be repeated / linked </li></ul><ul><li>Affinity </li></ul><ul><li>And can even impact satisfaction </li></ul><ul><li>How likely are you to be satisfied with a restaurant that recently gave your friend food poisoning? </li></ul>
  17. 24. Takeaway <ul><li>The Medium is the Message. </li></ul><ul><li>The Medium is People. </li></ul><ul><li>The Message is People. </li></ul><ul><li>When confronted with the awesome complexity of social analytics, remember: </li></ul><ul><li>It’s about People. </li></ul><ul><li>It should be about “Trust”…but… it’s not practical. </li></ul>
  18. 25. <ul><li>PRACTICAL </li></ul><ul><li>Social </li></ul><ul><li>Analytics </li></ul>
  19. 26. This isn’t 2Unlimited
  20. 27. There are most certainly are limits
  21. 28. Costs
  22. 29. Privacy
  23. 34. Social Measurement Strategy <ul><li>A comprehensive social measurement strategy includes: </li></ul><ul><li>Volumetric tracking of conversations </li></ul><ul><ul><li>What are people talking about? </li></ul></ul><ul><li>Affinity / Sentiment measurement </li></ul><ul><ul><li>How are people saying it? </li></ul></ul><ul><li>Social Graph Measurement </li></ul><ul><ul><li>Do the people saying it matter? Who do we need to reach out to, to make it happen? </li></ul></ul><ul><ul><li>Do they trust each other? </li></ul></ul><ul><li>Monetization </li></ul><ul><ul><li>How, roughly, is it impacting our bottom line, brand </li></ul></ul>
  24. 35. The whole product <ul><li>The four components, combined, is the whole ‘social analytics’ product. </li></ul><ul><li>No single vendor has ‘the whole product’. While many vendors accurately code ‘sentiment’ there is denial of the importance of social graphing. </li></ul><ul><li>The best we can do, in the interim, is to insist on the interoperability of the toolsets. </li></ul>
  25. 36. 1. Volumetric <ul><li>Volumetric tracking of conversations (What are people talking about?) </li></ul><ul><li>Typical Metrics: </li></ul><ul><li>Number of Blogger Mentions in x Period (Source: Organic Search Results Google: filtering for Blogger) </li></ul><ul><li>Number of Tweet Mentions in x Period (Source: Free Search Option) </li></ul><ul><li>Number of Unique Author Mentions in x Period (Source: Manual hand count. Ie. You may have gotten 15 tweets, but were 10 of them from the same fanatical person?) </li></ul><ul><li>Number of Diggs in x Period (Source: Digg, certain social bookmarking aggregators) </li></ul><ul><li>… and so on </li></ul>
  26. 37. Consider Twitter, For Instance
  27. 38. Tweet Stats…
  28. 39. More Tweetstats
  29. 40. Trends
  30. 41. You can use Google to do a count of mentions…
  31. 42. And you can sort by TIME too!
  32. 43. They can even be derived from YouTube!
  33. 44. There’s all the regular data…
  34. 46. Affinity / Sentiment Measurement <ul><li>Affinity / Sentiment measurement (How are people saying it?) </li></ul><ul><li>Typical Metrics: </li></ul><ul><li>Count of Positive Comments in x Period (Vendor provided or Intern Coded) </li></ul><ul><li>Count of Negative Comments in x Period (Vendor provided or Intern Coded) </li></ul><ul><li>Count of Constructive Comments in x Period (Vendor provided or Intern Coded) </li></ul><ul><li>Count of Recommendation Comments in x Period (Vendor provided or Intern Coded) </li></ul><ul><li>The Emotional Connection of a Comment to the Topic (Vendor provided) </li></ul><ul><li>… and so on </li></ul>
  35. 47. Guess the Sentiment
  36. 48. Social Graph Measurement <ul><li>Social Graph Measurement (Do the people saying it matter? Who do we need to reach out to, to make it happen?) </li></ul><ul><li>Typical Metrics: </li></ul><ul><li>Social Eigenvector (Source: Vendor Provided) </li></ul><ul><li>Hubs (Source: Vendor Provided) </li></ul><ul><li>Influencers (Source: Vendor Provided) </li></ul><ul><li>Gatekeepers (Source: Vendor Provided) </li></ul><ul><li>The Psychographic Distance between the Commentor and the Commentee (Source: Vendor Provided) </li></ul><ul><li>Homophily / Homogeneity / Heterogeneity / Weak Ties (Source: Vendor Provided) </li></ul><ul><li>The Degree of Trust between You and Your Network (Source: Vendor Provided) </li></ul><ul><li>… and so on. </li></ul>
  37. 49. The Strength of Weak Ties George Penelope Sky Ocean Gertrude Creek
  38. 50. And…there’s homebrew…Week 1
  39. 51. … Week 2
  40. 52. … Week 3
  41. 53. Monetization Measurement <ul><li>Monetization (How, roughly, is it impacting our bottom line, brand) </li></ul><ul><li>Typical Metrics: </li></ul><ul><li>1. Revenue directly attributable to a social media campaign (Source: Web Analytics tagging (Google Analytics, for instance) </li></ul><ul><li>2. Revenue indirectly attributable to a social media campaign (Source: Survey, Correlation Analysis) </li></ul>
  42. 54. And Most Monetization Can Be Tracked… Google Analytics*, if set up properly, can be instrumental in measuring directly attributable ROI from Social Campaigns *And it’s “free”
  43. 55. That’s Nice
  44. 56. That’s nice, so what? <ul><li>All of this ‘measurement’ is only useful if it actually aligns with your organizations goals </li></ul>
  45. 57. Most people start with the Tool <ul><li>There are hundreds of tools out there. </li></ul><ul><li>Just because something can be measured doesn’t mean that it should. </li></ul><ul><li>Start with the goal. Work frontwards. </li></ul><ul><li>You’ll be less dissatisfied that way. </li></ul>
  46. 58. Grappling with Complexity <ul><li>ASK: </li></ul><ul><li>What is the goal? </li></ul><ul><li>Which metrics are indicative or predictive of achieving the goal? </li></ul><ul><li>How can you probably measure it? </li></ul><ul><li>Can you actually measure it? </li></ul><ul><li>If not, is there a cheaper way of measuring it? </li></ul><ul><li>If so, measure it! </li></ul>
  47. 59. Three Core Takeaways <ul><li>We’ve seen this before </li></ul><ul><ul><li>Understand the hype </li></ul></ul><ul><ul><li>Move beyond it to where it’s practical </li></ul></ul><ul><li>The Medium is the Message </li></ul><ul><ul><li>It’s people </li></ul></ul><ul><li>Some of it is usefully measurable </li></ul><ul><ul><li>Revise your expectations </li></ul></ul><ul><ul><li>You can’t measure it all (affordably) </li></ul></ul><ul><ul><li>Start with your goals </li></ul></ul><ul><ul><li>Worry about the tools and ‘how’ later </li></ul></ul>
  48. 60. Contact <ul><li>Questions? </li></ul><ul><li>Christopher Berry [email_address] </li></ul><ul><li>Twitter: cjpberry </li></ul><ul><li>#WA Blog: http://christopher-berry.blogspot.com/ </li></ul><ul><li>Social Tech Blog: http://christopherberry.ca/ </li></ul>
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