Social MediaAnalytics and
Actionable Insights
The Internet Show 2014
What I do
 Entrepreneur of the year
2010, 2012, 2013
 First Woman in Science and
Technology
 Awarded by Blackberry for
...
Meet the family
Manning Wins Top Award for Women in Technology
Leadership
Entrepreneur of the Year and CEO of Reading Room, Margaret Manni...
• Where to start
• Analysing the data
• Distilling into actionable insights
• And then…
Social media analytics and actiona...
Where to start?
So how can you be successful with social?
Three key methods
• Money
• Luck
• Strategy
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
V...
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
M...
Our campaign for the RAFB used audience
insight, storytelling and creative to engage young
people with the Battle of Brita...
Analytics starts with a strategy
Strategies Planted?  YES
SMART Goals
10 New purchase enquires from the new
geographic target markets
Google Analytics: referral visits to website f...
SMART Goals
10% Increase in event registration
Social Monitoring: Measure social campaign and
event registration from camp...
Being agile
Discovery and beta testing and light touch
research
Henry Ford
Image credits: Joe Shlabotnik (Flickr)
Faster horse
Image credits: andy101 (Worth1000)
People’s imagination is bound what they
already know
Or they may ask for something that’s
impossible
Image credits: Jeff Gothelf
Getting into the data
“Without analytics,
companies are blind and
deaf, wandering out onto
the Web like deer on a
freeway.”
Geoffrey Moore
The data is there waiting to be found!
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Creating insights
MEASURE
CORRECTLY
What are the
questions you need
the social and web
data to answer?
Who are the people talking about me?
Where are they talking about me?
Who are my influencers?
What do they like or dislike...
But what’s in a number?
Our following grew by 100,000 fans in 2013!
So What?
But what’s in a number?
Our following grew by 100,000 fans in 2013!
Without a benchmark or comparison numbers
tells us ver...
Actionable insights
Follow us…
@ReadingRoomSG
Reading Room Singapore
CONTENT
STRATEGY
DEVELOP A
1
THE MESSAGE IS
THE CONTENT
THE MEDIUM ISN’T THE MESSAGE
What will make your
PERSONALITY
USEFULNESS
RELEVANCE
FORMAT
Content stand out?
1
2
3
4
DEVELOP EDITORIAL CALENDARS
THAT ALIGN WITH YOUR OTHER
MARKETING ACTIVITY
Plan, plan, plan
make it
shareable
2
VACUUM
CONTENT IS NO GOOD IN A
GIVE YOUR AUDIENCES THE
ABILITY TO
SHARE WITH
THEIR NETWORKS
LEAD GEN
CAPTURE
POINTS
3INTEGRATE
Give and
take.
YOU GIVE US YOUR EMAIL
ADDRESS, FOLLOW US OR
LIKE US
STAFF
ACCOUNTABLE
4MAKE YOUR
SOCIAL
CHAMPION
STOP GIVING RESPONSIBILITY FOR
SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
GIVE THEM CONTROL, HELP THEM
SPRE...
LEADERSHIP5SENIOR
WE WANT
PEOPLE LISTEN TO AUTHORITY. CEOS
WANT TO SPEAK TO CEOS.
LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS.
PROMOTE THEM.
BUDGET6REASSIGN THE
INCREASE
SPEND
ON SOCIAL AND CONTENT
DECREASE
SPEND
ON SHORT TERM LEAD GEN ACTIVITIES
INFLUENCERS7INFLUENCE THE
STRATEGY8CHANNEL
THINK
CONTEXT
WHERE DO YOUR AUDIENCES LIVE?
WHAT CONTENT IS APPROPRIATE FOR
WHICH CHANNEL?
YOUR
WEBSITE
(AND MOBILE SITE) ...
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
Social Media Analytics and Measurement - The Internet Show April 2014
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Social Media Analytics and Measurement - The Internet Show April 2014 presented by Margaret Manning

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  • As Henry Ford, creator of the Model T, which popularised cars and made them available to almost everyone, famously said:
  • “If I had asked people what they wanted, they would have asked for a faster horse”
  • What he meant to say is that people’s imaginations are bound by what they already know, Their current situation and environment shape their expectation.
  • Alternatively, they might not ask for a faster horse, but let their imaginations go crazy and ask for the equivalent of a unicorn.
  • Social Media Analytics and Measurement - The Internet Show April 2014

    1. 1. Social MediaAnalytics and Actionable Insights The Internet Show 2014
    2. 2. What I do  Entrepreneur of the year 2010, 2012, 2013  First Woman in Science and Technology  Awarded by Blackberry for advancing women in technology  One of the very few women running a digital agency  2 daughters, one husband and now living in Singapore
    3. 3. Meet the family
    4. 4. Manning Wins Top Award for Women in Technology Leadership Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
    5. 5. • Where to start • Analysing the data • Distilling into actionable insights • And then… Social media analytics and actionable insights
    6. 6. Where to start?
    7. 7. So how can you be successful with social? Three key methods • Money • Luck • Strategy
    8. 8. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement
    9. 9. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement Volvo achieved 71m views with their clever splits campaign but this was supported by advertising Get LuckySpend Money
    10. 10. So how can you be successful with social? Three key methods • Money = advertising • Luck = viral • Strategy = engagement Make A Wish Foundation achieved 750m #SFBatkid Tweets and a 26% rise in donations with a heartwarming initiative and a lot of luck. Get Lucky
    11. 11. Our campaign for the RAFB used audience insight, storytelling and creative to engage young people with the Battle of Britain. Get LuckyDevelop a Strategy
    12. 12. Analytics starts with a strategy
    13. 13. Strategies Planted?  YES
    14. 14. SMART Goals 10 New purchase enquires from the new geographic target markets Google Analytics: referral visits to website from social media channels, form completions by the end of 2014
    15. 15. SMART Goals 10% Increase in event registration Social Monitoring: Measure social campaign and event registration from campaign month on month
    16. 16. Being agile Discovery and beta testing and light touch research
    17. 17. Henry Ford Image credits: Joe Shlabotnik (Flickr)
    18. 18. Faster horse Image credits: andy101 (Worth1000)
    19. 19. People’s imagination is bound what they already know
    20. 20. Or they may ask for something that’s impossible Image credits: Jeff Gothelf
    21. 21. Getting into the data
    22. 22. “Without analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.” Geoffrey Moore
    23. 23. The data is there waiting to be found!
    24. 24. Every social site has data analytics
    25. 25. Every social site has data analytics
    26. 26. Every social site has data analytics
    27. 27. Every social site has data analytics
    28. 28. Every social site has data analytics
    29. 29. Creating insights
    30. 30. MEASURE CORRECTLY
    31. 31. What are the questions you need the social and web data to answer?
    32. 32. Who are the people talking about me? Where are they talking about me? Who are my influencers? What do they like or dislike? How can I engage them?
    33. 33. But what’s in a number? Our following grew by 100,000 fans in 2013! So What?
    34. 34. But what’s in a number? Our following grew by 100,000 fans in 2013! Without a benchmark or comparison numbers tells us very little. Our competitor’s following grew by 90,000 for the same period. Year on year that represents a 30% increase in fan growth.
    35. 35. Actionable insights
    36. 36. Follow us… @ReadingRoomSG Reading Room Singapore
    37. 37. CONTENT STRATEGY DEVELOP A 1
    38. 38. THE MESSAGE IS THE CONTENT THE MEDIUM ISN’T THE MESSAGE
    39. 39. What will make your PERSONALITY USEFULNESS RELEVANCE FORMAT Content stand out? 1 2 3 4
    40. 40. DEVELOP EDITORIAL CALENDARS THAT ALIGN WITH YOUR OTHER MARKETING ACTIVITY Plan, plan, plan
    41. 41. make it shareable 2
    42. 42. VACUUM CONTENT IS NO GOOD IN A GIVE YOUR AUDIENCES THE ABILITY TO SHARE WITH THEIR NETWORKS
    43. 43. LEAD GEN CAPTURE POINTS 3INTEGRATE
    44. 44. Give and take. YOU GIVE US YOUR EMAIL ADDRESS, FOLLOW US OR LIKE US
    45. 45. STAFF ACCOUNTABLE 4MAKE YOUR
    46. 46. SOCIAL CHAMPION STOP GIVING RESPONSIBILITY FOR SOCIAL TO THE PA AND ADMIN TEAM. IDENTIFY GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
    47. 47. LEADERSHIP5SENIOR
    48. 48. WE WANT PEOPLE LISTEN TO AUTHORITY. CEOS WANT TO SPEAK TO CEOS. LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.
    49. 49. BUDGET6REASSIGN THE
    50. 50. INCREASE SPEND ON SOCIAL AND CONTENT DECREASE SPEND ON SHORT TERM LEAD GEN ACTIVITIES
    51. 51. INFLUENCERS7INFLUENCE THE
    52. 52. STRATEGY8CHANNEL
    53. 53. THINK CONTEXT WHERE DO YOUR AUDIENCES LIVE? WHAT CONTENT IS APPROPRIATE FOR WHICH CHANNEL? YOUR WEBSITE (AND MOBILE SITE) IS STILL VITALLY IMPORTANT.
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