Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.

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How to use listening and measurement to deliver growth
Jennifer Polk
@jenpolk1
Martin Kihn
@martykihn
Webinar
October 23, 2014

4. “Social” encompasses paid and owned
channels . . . listening, engagement and analysis
Empower
Listen
Customers Business
Engage
Measure/
Optimize
Social
3

5. Marketers acknowledge social is one of the three keys to success
4

6. Meanwhile data volume and complexity erupts
5
Source: IBM SmarterCommerce research, Q3 2014

7. •Measurement is the tool used to assess and improve digital channels important to your business
–Management tool
–Assessment, problem solving and self-improvement
–Investment allocation
–Customer insight
–Competitive advantage
6
Leading to a measurement imperative

8. 7 Mere monitoring does not equal insight, or smarter action

9. Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
8
How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now

10. Analytics is a significant investment
9
6.0
7.4
8.1
8.8
9.2
9.3
9.5
9.5
9.6 10.3 12.2
0
5
10
15
Company blog
Video production
Analytics
E-mail marketing
Search marketing
Content creation + mgmt
Mobile marketing
Social marketing
Digital commerce
Design, devel. + maint. of corp. web site Digital or on-line advertising Average Percentage of Digital Marketing Budget
Change 2012 vs. 2013
+ 33%
+ 28%
+ 25%
- 25%
- 16%
Q: How much of the 2013 digital marketing budget is your organization spending on each of these activities? n = 200
Note: “Digital commerce” for which marketing is responsible.
40% of analytics budget is labor vs data/tools

11. 19%
12%
11%
6% 5% 8%
7%
4%
4%
2%
5%
42%
44%
36%
41%
42%
39%
38%
38%
36% 31% 27%
39%
45%
53%
53%
54%
54%
56%
58%
60%
67%
68%
Social Marketing
Mobile Marketing
Online Display Ads Funnel / Pipeline Metrics Search Engine Optimization (organic)
Email Marketing
eCommerce
Content Marketing
Customer Metrics
Search Engine Advertising (paid)
Corporate website activity
1-3 ratings
4-5 ratings
6-7 ratings
Q. How effectively is your organization able to measure these activities today? [1=Not well at all / 7=Extremely well]
5.8
5.8
5.6
5.5
5.6
5.5
5.5
5.5
5.5
5.2
4.9
MEAN
Yet marketers are struggling to measure social
Hardest to measure
10

12. 2%
4% 2% 8%
2%
10%
6%
10%
4%
14%
24%
10%
8%
2%
6%
8%
4%
6% 14% 12%
12%
22%
4%
4%
4%
4%
2%
6%
8%
4%
16%
8%
14%
Coordinating message / brand consistency across many business units / contributors Monitoring / Controlling / Containing / Responding to negative comments Difficult to measure success of content or customer service response
Keeping up with platform changes / rules / semantics / processes
Cutting through the noise / clutter / volume of information
Educating employees / ensuring proper use of social media / having unified voice / brand
Continually posting unique or fresh content / keeping up with content demand
Information security / privacy rules and regulations
Targeting a specific audience for our products / services (e.g., age, geography, business)
Identifying optimal use (and/or balance) of social media for our products / services
Lack of resources / talent / employees / budget / time
Difficult to measure ROI or obtain upper management buy-in 1st
2nd
3rd
What are the three most significant barriers or challenges for your organization when it comes to executing social marketing?
SUM 46% 44%
42%
22%
18%
18%
16%
14%
12%
12%
10%
10%
Why? It’s “difficult” and we lack the resources
11

13. 4% 6% 6%
6%
6%
10%
12%
16%
24%
38%
40%
42%
Reaching more good employees via recruitment efforts
Enhance the perception or credibility of our organization / products / services
Educate about our products / our company
Announce or promote new products / services / events
Reach new or younger audiences Better understand customer / customer needs Enhances, builds or strengthens brand / brand loyalty
Customer service / feedback monitoring and response
Improve customer engagement / conversation / dialogue / communication / outreach
Increase sales / leads or traffic to our Web site / event / store
Increased audience size / bloggers or number of fans / followers / likes
Improve reach / awareness / targeting
In what areas have your organization’s successful social marketing efforts supported its goals?
Highest among:
High Tech/Manu/CP
High Tech/Media
Media/<$2B
Meanwhile we are turning to softer goals for social
12

14. 5%
11%
14%
14%
23%
25%
30%
30%
34%
Not measuring specifics yet
External service provider does this (agencies) Market research / Tracking / Awareness studies General increase in sales or new customers (not specifically measured)
Increased interaction in general (compliments / posts / retweets / comments)
Analytics applications (e.g., Facebook Insights, Google Analytics, Hootsuite, Radian 6, Comscore)
Responses to specific Call-To-Action (e.g., phone calls, purchases, email sign-ups, downloads, webinars, store or event
Click-throughs to our Web site from social media channels
Increased number of shares / likes / fans / followers / views
How does your organization currently measure whether social marketing efforts are successful?
Highest among:
Media/Healthcare/<$2B
High Tech/Manu/$2B+
Retail/Healthcare/$2B+
. . . And leaning on metrics that are easier to capture
13

15. High level / Above average / Above competition, 34%
Middle / Intermediate / Average / Equal to competition, 40%
Beginner / Behind / Below competition, 26%
How would you describe your current level of expertise in social marketing?
Many of us admit we are not social metrics ninjas (yet)
14

16. Social Analytics is past the peak of inflated expectations – which is exactly the time to get real
15
Hype Cycle for Digital Marketing, 2014
You are Here

17. How does your organization currently handle the measurement and analysis of your social marketing?
1.We don’t – we are anti-social (marketing)
2.We pull numbers from Facebook and Twitter, etc. but don’t link them to business goals
3.We use a social listening platform and try to estimate social’s impact on the business
4.We have internal social analysts who nail it
5.We outsource most of this to our agency
Poll Question #1

18. Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
17
How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now

19. Fun Fact #1: Most of what you hear in social channels is noise
0%
10%
20%
30%
40% 50% 60%
70%
80%
90%
100%
Tagged “Irrelevant” Tagged “Relevant” 18

20. Negative
Positive
Fun Fact #2: Word clouds are for poets – not analysts
Airport
Baggage
19

21. Observations
Social sentiment varies widely day to day – spikes and drops are short-lived
Daily sentimented post volumes average AVG (Total – incl. Neutral) = 336 AVG (Negative) = 102 AVG (Positive) = 32 AVG (Mixed) = 7
Over time, negative sentiment is growing, whereas positive is declining
The variability of negative posts is significantly higher than that of positive: STDEV (negative)= 55 STDEV (positive)= 13 STDEV (mixed) = 5
When post volume is low, the sentiment is more equally distributed between positive and negative; whereas, when volumes peak, negative sentiment dominates – people talk more out of frustration
0
100 200 300
400
500
600
700
1/1/2014
2/1/2014
3/1/2014
4/1/2014
5/1/2014
6/1/2014
7/1/2014 negative
positive mixed neutral Daily Volume Trend by Sentiment
Fun Fact #3: Negative sentiment is 5X more volatile than positive
20

22. There are only 8 human emotions John Kearon, “Let’s Get Emotional About Advertising” 10/11 (presented at Jay Chiat Planning Conference NYC Oct. 2011) Emotion correlates with market share gain
A well-known analytics firm showed a clear correlation between emotion and brand power in marketing messages
Fun Fact #4: Emotion itself is more important than whether the sentiment is positive or negative
21

23. 0
100
200
300
400
500
600
700
800
900
1/1/2014
2/1/2014 3/1/2014
4/1/2014
5/1/2014
6/1/2014
7/1/2014
1
2
3
4
1/12 - Increased fees for checked baggage
2/15– Body found in the landing gear 6/16– Day after the launch of second @Handle
7/1 – Pre-holiday traffic
Daily Volume Trend by Sentiment
(01/01 – 07/30)
Fun Fact #5: News-driven spikes generally last less than one day
22

24. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12/30
1/6
1/13
1/20
1/27
2/3
2/10
2/17
2/24
3/2
3/9
3/16
3/23
3/30
4/6
4/13
4/20
4/27
% of Total
Week Beginning E-file issues; Free
Refund delays
Preparer recos
Corporate News
TOPICS
Paid social promos
Mobile apps Montell Jordon spots
Share of Social Conversation by Brand
Fun Fact #6: Volume does not (often) equal business impact
23

25. Fun Fact #7: A lot of your social engagers are literally on the road
Time of Day
Average Weighted Engagement % (1)
(Number of Posts)
Wake/Commute
(12am – 8am)
0.52%
(1)
0.275%
(2)
n/a
Coffee Time
(8am – 10am)
0.62%
(6)
0.064%
(16)
1.89%
(1)
Late Morning
(10am – 12pm)
0.55%
(16)
0.051%
(29)
3.97%
(5)
Afternoon Break
(12pm-4pm)
0.49%
(31)
0.047%
(79)
3.82% (40)
Transit/Dinner
(4pm – 6pm)
0.22%
(7)
0.072%
(5)
4.49%
(16)
Evening
(6pm-10pm)
0.44%
(42)
n/a
2.86%
(2)
Late Night
(10pm – 12am)
0.53%
(7)
n/a
n/a
Channel Avg.
0.47%
0.054%
3.94% Source: Facebook Insights, Twitter, Google+, Statigram, Fallon analysis; Twitter RTs excluded;
(1)Average Weighted Engagement % = average of post level sum of weighted engagements / # followers at time of post
Twitter users check their feed first thing in the morning, while Facebook users review their newsfeed instead of a newspaper. Instagram users engage late afternoon.
Google+ time of day data is not available.
24

26. 25
Fun Fact #8: You don’t have access to most social conversations
The Atlantic, “Dark Social”
http://www.theatlantic.com/technology/archive/2012/10/dark- social-we-have-the-whole-history-of-the-web-wrong/263523/

27. •Doesn’t change much over time
•Overweights Twitter (because it’s 100% public)
•Contains irrelevant content
•What does it actually measure?
•Correlates with English- language market share
26
Fun Fact #9: “Share of Voice” is usually a (very) misleading metric
Cadillac (8%)
Audi (19%)
BMW (34%)
Mercedes (27%)
Lexus (12%)
Luxury Auto Brand Social Channel “Share of Voice”

28. Fun Fact #10: You can roll your own metrics (that work for you)
27

29. Which of these is the leading metric your organization uses to measure social marketing success and impact?
1.Conversation volume (number of posts)
2.Share of voice (over time or vs competitors)
3.Sentiment (positive, negative, neutral)
4.Engagement (likes, shares, retweets, pins)
5.Audience growth (fans, followers)
Poll Question #2

30. Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
29
How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now

31. Social metrics follow the customer’s journey and vary in signal strength
Visitors, Fans, Followers, By Channel
Likes, Mentions, Influencers, Referrals Shares, Retweets, Posts, Comments, Pictures
Purchases, Sign ups, Downloads, Watches/Listens
Questions, Recommendations
Repeat Visits, Advocacy
Weak metrics drive direction
Strong metrics help refinement and iteration
30 Awareness
Influence
Engagement
Fulfillment
Support
Loyalty

32. Life Cycle Stage
Sample Business Goals
Sample Social Marketing Tactics
Sample Social Metrics
•Increase product awareness
•Social content and campaigns, integrated with paid social ads and measured with #hashtag usage
•Product mentions as percentage of conversation
•#Hashtag use
•Pre/post campaign awareness survey
•Improve net social sentiment
•Increased customer engagement on social sites, fostering positive engagement
•Funneling complaints to a customer service channel for resolution
•Social channel sentiment (positive – negative)
•Impact on customer satisfaction scores
•Improve product consideration
•Social campaign to generate product reviews
•Use of product videos, customer testimonials and reviews in social campaigns
•Product reviews
•Search volume
•Survey offered on social channels
•Gain referrals
•Social content, integration of "share" buttons into website and incentives for referrals
•Post shares and comment reach
•New visitor source of entry
•Generate leads
•"Like-gating" social sites
•Integration of lead submission forms into social sites
•Number of qualified leads from social channels (forms, link clicks)
•Increase e-commerce sales
•Integration of "share" buttons into product pages on e-commerce site
•Use of social coupons and incentives
•Source of entry to site and item pages
•Commerce link clicks in social channels
•Revenue attribution
•Improve loyalty and lifetime value
•Exclusive content and event access for "fans"
•Badges and "gamification"
•Impact on customer lifetime value
•Repurchase rates from social
Start with business goals to determine both the tactics used and the metrics captured
31

33. ROI is driven by revenue – but don’t forget social marketing’s impact on costs and risk reduction 32
ROI Lever
Description
Sample Goals & Metrics
Revenue Generation
Does social marketing deliver more or less revenue than other tactics for the same investment?
e-Commerce sales through social links and referrals vs. through online advertising and paid search
Cost Reduction
Does social marketing represent a more efficient, more effective and/or less costly way to achieve marketing goals currently supported by other tactics?
Video or other content engagement on social channels vs. paid video seeding and pre-roll buys
Traditional market research costs and benefits
PR costs and effectiveness using traditional channels
Risk
What are the risks associated with using, or failing to use, social media in a crisis??
Social crisis handling vs. call center and outsourced PR

34. There are many dashboards that automate portions of social analytics
33

35. We Cover 80+ Social Analytics Vendors
34

36. So How Do We Tell Who is Who?
35 Information Sources
Information Analysis
Language Capabilities
Location Analysis
Use Case Specialization
Industry Specialization
Pricing

37. Keyword Analysis
•Boolean queries
•Word for word versus clausal Natural Language Processing
•Proprietary algorithms
•May be clausal
Human Coding
•Literally having humans code data
Platforms differ in their use of advanced NLP techniques to gain deeper insights
36

38. Identify
Engagement
Opportunities
Identifying UGC
Customer Service
Process
Determine
Campaign
Success
Identify
Recruitment
Candidates
Benchmarking
Identify
Prospects
Social Network
Analysis
Understanding an
Individual
Identify
Market
Characteristics Many specialize in specific use cases – not all of which are relevant to marketers 37

39. Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
38
How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now

40. •Caesers Entertainment uses social marketing to:
•Supports multichannel marketing campaigns
•Drive ticket sales to concerts and other local events
•Expand the size and depth of its customer database
•Systems integration and tracking across multiple touch points were critical to measuring the impact of social on business results
39
Caesars Entertainment connects social marketing to business outcomes

41. •Financial services companies connect reps to clients on social networks and use social listening to find social signals, like major life events, leading to business development opportunities
•Financial services reps use social networking sites to expand their network and connect contacts in CRM systems to expand their customer database and track potential sales leads
40
Financial firms boost sales productivity and lead generation with social signals

42. ALS Association uses social analytics to raise awareness (millions of dollars in donations)
•ALS used social listening to identify a trend that they could use to drive awareness and fundraising
•They succeeded by connecting the campaign to commerce, letting people donate across channels
•ALS merchandised this success internally and externally by tracking donations
•They also used landing pages to gather valuable customer data for future fundraising efforts

43. Which of these best describes the primary business goal of your social marketing program?
1.Building awareness and/or consideration
2.Managing or improving brand reputation
3.Generating leads or driving referral traffic
4.Driving online or offline sales conversion
5.Improving retention, loyalty and/or advocacy
Poll Question #3

44. Where to go from here
Determine if your current social analytics are serving the business?
Are you clear what your goals are? Revenues, cost reduction, risk?
Are you making any of the false assumptions discussed in the “fun facts” section – e.g., leaning on “share of voice” without adjustments?
Ask: Do your metrics help you assess and improve your activities? Are they helping you understand your customers better?
Consider the role of dashboards and social listening tools? Do you understand how they can (and can’t) help? How they’re different?
43

45. Gartner Digital Marketing Transit Map™
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp
44
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection
to CMO
Connections to
Sales and Service
Connection to
General Advertising
Connection
to IT Connection to
Business Intelligence
Web Content Mgmt.
Web Analytics
Virtual
Actors
Video Ad
Networks
Video Ad Mgmt.
Venues
User Groups
UXP
UX Design
Tag Mgmt.
Social TV
Social
Networks
Social Mktg.
Mgmt.
Social Commerce
Social Apps
Social
Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search
Engines
SEO Tools
SEM Platforms
Rich Media
Search
Real-Time
QR Codes Decisioning
Programmatic Media
Program
Guide
Promo
Reviews & Recs
Embedded
Merch
Product Design
Compliance
Predictive
Campaign
Analytics
OTT
Video Online Video Publishing
Online
Retailers
Data Exchanges
NFC
Natural
Language
Questioning
Native
Ads
Campaign
Mgmt.
Mobile Search
Mobile Messaging
& Commerce
Mobile Media
& Targeting
Mobile App &
Content Svs Mobile App
Marketplace
Mobile
Analytics
Mobile Ad
Networks
Microsensors
Media
Labs
Media
Companies
Media Agencies
Marketing
Service
Providers
Mktg.
Resource
Mgmt.
Management
Consultants
Marketing
Analytics
Lead
Mgmt.
In-Game
Ads
Idea Mgmt.
IT Service
Providers
Geotargeting
Geofencing
Gamification
Tools
Finger-printing
Experience Targeting
Emotion
Detection
Email Mktg.
E-Commerce
Enablers
Dynamic Creative
DOOH Media
Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt.
Digital
Agencies
Data
Warehouses
DMP
Customer Analytics
Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs
Census and
Panel Data
Business
Process
Outsourcers
Blogs
Automatic Content
Recognition
Augmented
Reality
Attribution
Agile Mktg. PM
Agency Holding
Companies
Advocacy
Mktg.
Addressable
TV
Ad Verification
Online Ad
Networks
Ad Exchanges
A/B Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg. Mgmt.
SEARCH
RT DATA

46. Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS MOBILE
STRATEGY EMERGING TECH
ANALYTICS
AD TECH UX
SOCIAL
COMMERCE
Mktg. Mgmt. SEARCH
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to Business Intelligence
Mobile App Marketplace
DM HUB
Social Networks
CREATIVE Mobile App & Content Svs
Social Advertising
Digital Asset Mgmt
Mobile Messaging & Commerce
Tag Mgmt
Online Video Publishing
Communities
Blogs
Social TV
Online Retailers
NFC Reviews & Recs
Crowdsourcing
UX Design
Digital Offers
Social Apps
Media Labs
Idea Mgmt
Marketing Analytics
Persona Mgmt Compliance
Advocacy Mktg
Virtual Actors
Natural Language Questioning
Social Commerce
Social Marketing Management Social Analytics Content Marketing
The Social Marketing Neighborhood
45

47. Available as part of your subscription to Gartner for Marketing Leaders (login required):
•“How to Meaure Social Marketing ROI” Julie Hopkins, Martin Kihn and Jennifer Polk (G00252489)
•“Key Findings from U.S. Measuring Digital Marketing Survey, 2013” Julie Hopkins and Jake Sorofman (G00255756)
•“Guide to the Social Ops Neighborhood on Gartner's Digital Marketing Transit Map” (G00248416)
•“How to Measure a Digital Marketing Campaign” Martin Kihn (G00255583)
•“How to Measure and Prove the Business Value of Your Content Marketing Program” Jake Sorofman and Martin Kihn (G00259628)
•“Maturity Model for Data-Driven Marketing” Andrew Frank and Martin Kihn (G00255716)
46
Recommended Reading

48. •Visit gartner.com/digitalmarketing
–For additional Gartner insight on your top Digital Marketing initiatives
•Visit gartner.com/webinars
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