Gary Angel: What to Demand in Your Social Dashboards?

What You Should Demand from Social Dashboards
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10/17/2010

Introductions
Gary Angel, President of Semphonic
Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangel
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Overview
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Background
Tools Drive the Data
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Social Listening Tools
Social Listening Tools help you track the basic “who, what, where” of online conversation:
What’s being said
Who is saying it
Where it’s being said
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Social Listening Tools
The basic data these programs primarily deliver (and process) unformatted text – appropriately named a “river of news”:
Social Media Tools assume that someone – some human – is reading and reacting
However Social Media data is generated
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Repurposing Tools for Measurement
Measurement and Monitoring are fundamentally different functions, But with creativity and tool development a new paradigm of Social Media reporting is here:
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What to Demand
Don’t Settle for Basic Mentions
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Categories of Measurement
To Create a context around social media data, it is useful to relate the classifications and metrics to meaningful business issues/initiatives:
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Brand Awareness: Upstream Funnel
Measuring Off-site behaviors adds a new dimension to the engagement funnel and provides a deeper understanding of opportunity:
This dashboard measured four funnel stages: Opportunity, Site Interest, Engagement and Conversion
We used 3 different systems to capture Share of Voice (mentions), Share of Search (branded) and Share of Site (visits)
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Measure Competition as Context
One huge plus to social reporting is that it allows for direct comparison with competitors:
Share of Brand Mentions
Topic Mentions Distribution
Brand Characteristics
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Competitive Analysis solutions allow you to track the upstream and downstream movements between sites and map this to mindshare wins:
Panel Research is another Social Tool
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Marketing Impact: Integration is Key
Integration of Social into a broader view that shows site success, opportunity, and share of voice by audience:
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Marketing Impact: Targeting Influencers
You can use topic specificity to understand the degree to which key influencer’s really matter to specific interest areas:
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Tracking shifts in Publications and by Influencer provide a means of targeting PR and personal marketing efforts as well as a whole new way to measure the success of PR and brand focused efforts:
Marketing Impact: Measuring PR
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Marketing Impact: Site Effectiveness
Your site is still the ultimate hub for online – tracking performance by channel, customer and visit type closes the loop on social performance.
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How to Get It
Focus on the 3 “C”s
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The Three Cs
Social Media Reporting with the current generation of Social Media Monitoring tools present several challenges:
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Culling: The Essential First Step
How do you find what you need in the “River of News”?
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Culling: Key Points
Advance Logic is essential for effective culling.
Real-time data pulls are essential for productive culling.
Ongoing governance is essential – profiles change all the time.
Your PR-based profile is almost certainly useless for measurement.
Some systems will require you to have multiple profiles/accounts for effective culling and reporting.
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Dimensions of Classification
As with Web analytics data, the classifications available to us with social media data are primarily behavioral:
Topic
Sentiment
Source
Influencer
Impact
Classification must often happen at the Profile Level to get the reporting you need.
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Classification is Essential
Every single one of these reports requires significant classification of the data to produce RELEVANT metrics:
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Sentiment Analysis
Few are rated:
Case Study:
Less than 8% of posts are rated and only 3.5% give a negative sentiment rating for “Michelle Obama” during the highly critical online conversation discussing her trip to Spain on 8/4/10
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Sentiment Analysis
Many are wrong:
Positive Rated Post
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Classification: Key Points
Almost every real metric in Social Media requires classification to be interesting.
Classification by Product, Topic, Brand, Influencer, Competition and Sentiment are all common.
Classification must frequently be done in the data setup not in the back-end reporting.
Like culling, Classification is rarely static and will require ongoing governance.
Manual Sentiment analysis is preferable for reporting.
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Context: It’s What you Do with the Data
Putting metrics in a specific business context makes a tremendous difference to understanding and actionability:
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Context: Key Points
Straightforward reports of Mentions and Mention Trends are one of the least interesting aspects of Social Data.
Social data is great for showing upstream opportunity by topic.
Social data is particularly effective at illustrating competitive differences and opportunities.
Social data is a unique method for tracking the effectiveness of PR campaigns.
Tying social data to site data provides context around the success of each.
Sentiment is extremely interesting but very dangerous and often inaccurate.
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Conclusion
Social Media Dashboarding begins with the 3 C’s:
Culling: Getting the Right Datafrom the River
Classification: Organizing the data by Topic, Influencer, Sentiment, Source, and Impact
Context: Linking the social metrics within each classification to real business issues
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For more information…..
Gary Angel:
gangel@semphonic.com
Blog: http://semphonic.blogs.com/semangel/
@garyangel
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Gary Angel: What to Demand in Your Social Dashboards?

by Influence People on Oct 23, 2010

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Gary Angel: What to Demand in Your Social Dashboards? — Presentation Transcript