The following is a podcast for "From Data to Direction: How to Convert Social Media Data Into Actionable Insights." This webinar originally aired on November 25th, 2014. Listen to the audio recording to learn more: A lot of promises have been made about social media data and how it can be used for business intelligence. But when it comes to finding actual insights that drive new business initiatives, organizations often get lost along the way. The thing that many brands don’t realize is that social media is actually big data. It’s unstructured, global in scope, and if you don’t know where to focus your collection and analysis, moving from data to a strategic direction is very difficult. In this webinar, a panel of social media analytics experts and industry leaders will team up to share their insights on specific ways you can better use social media data to improve operations across the organization. We’ll show you: -Essential insights about Buyer Personas—and why they matter for social data -How to get fast, accessible insights using advanced real-time analysis -How to prioritize social data insights for fastest business impact

1. From Data to Direction: How to
Convert Social Media Data Into
Actionable Insights
#SMTLive

2. #SMTLive
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@Hootsuite

3. #SMTLive
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4. David Drodge started his digital career almost 20 years ago starting an online agency. He joined Sony Europe
launching its first regional website. Then ventured into global roles in travel e-commmerce, digital B2B, and now
WWF International as head of digital. Over the last 2 years, he's lead the International WWF accounts and the WWF
network to 15M social followers: bit.ly/wwf-socialstats. @WWF
Kareem Rahaman is a marketing specialist with a long history of digital communication consulting. He currently works
at Ryerson University in the Undergraduate Admission and Registrar’s Office as the Senior Digital Communications
Officer where he uses digital media to recruit and convert prospective students to full time Ryerson students as well
as helping deliver exceptional service through online channels to current students.In 2013, Kareem founded Splash
Effect, a full service digital marketing agency with a strong focus on helping higher education institutions and startups
engage their target markets. @dynamyk
Ben Cockerell is the Product Marketing Manager for Hootsuite Analytics. With a diverse background and positions
that focused on creative strategy, content creation, and inbound marketing, Ben aims to combine human creativity
and the power of data analytics into unique and insightful marketing strategies. @bpcockerell
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

5. Who needs social data, and why?
• Not enough to be a social marketing team anymore – need to be a
fully social organization

6. Social data gives a competitive edge
88%
Believe social media presence is important to stay competitive
86%
Agree analyzing social engagement helps company’s bottom line
40%
Of companies are able to capitalize on this social data
61%
Challenged to turn social data into actionable insights

7. Top reported needs for social media management across
departments
81% 80%
Analytics Security

8. 40% of social media teams reside in
the Marketing department
Altimeter Group, “The State of
Social Business”, 2013

9. The problem
• Lack of access to social data outside the Marketing department
• Lack of knowledge about HOW to use that social data

10. The opportunity
• For marketers
– Share your knowledge
– Forge ties across departments
– Become a thought leader in your own organization
• For others
– Harness powerful social data effectively to drive important
business decisions

11. Key Social Metrics

12. Metrics Glossary
• Mention Volume
• Exposure
• Sentiment

13. Metrics Glossary
• Common Keywords
• Engagement
• Influence
• Share of Voice

14. Key Social Data Use Cases

15. Key Department Use Cases
• PR & Corporate Communications
– Crisis management
• Customer Service
– Detect potential issues
• Sales
– Research to prep for calls, pitches, social selling

16. PR & Corporate Communications

17. Crisis Management with Social Data
• Key is to set up monitoring BEFORE there’s a crisis
• Search for:
– Brand name, company name, and names of products/services your
company offers
– Names/social handles of company executives
– Partner companies and brands
– Brand ambassadors/spokespeople
– Known issues/news stories

18. Crisis Management with Social Data
• Key Metrics
– Mentions volume
– Sentiment

19. PR & Corporate Communications
• Other key use cases for social data:
– Reputation Analysis
– Measure press
– Find new publicity opportunities

20. Customer Service

21. Detect Potential Issues with Social Data
• 2/3 of people in a recent JD Power & Associates Study used social media
for customer service issues

22. Detect Potential Issues with Social Data
• Speed is key in responding to inquiries on social
• Stay ahead of potential issues by setting up searches ahead of time
• Search for:
– Mentions of brand, company, and product names
– Mentions of support handles (i.e. @hootsuite_help)
– Mentions of brand name and negativity—words like “worst”, “broken”,
etc.

23. Detect Potential Issues with Social Data
• Key Metrics:
– Mentions volume
– Sentiment
– Common keywords

24. Customer Service
• Other key use cases for social data:
– Evaluating Customer Service efficiency
– Plan Allocation of Resources
– Track Individual and Team Performance

25. Sales

26. Brand Research and Call Prep with Social Data
• Gather data before calls, pitches, or social selling efforts to be well-prepared
• More prepared sales outreach  better leads through the pipeline,
faster
• Search for:
– Brand and company name (yours and your targets’)
– Specific products and services
– Mentions of your brand alongside your competitors’ brands
– Competitor name + negative words (“hate”, “frustrated”, etc.)

27. Brand Research and Call Prep with Social Data
• Key Metrics:
– Mentions volume
– Common keywords
– Sentiment

28. B2B Brands succeed with these social data for Sales
• One customer in the B2B Technology industry had amazing success
with this approach:
– Faster prep work before 1st touch
– More informed 1st touches – through social, email, and phone
communications
– 13x increase in leads from social outreach

29. Sales
• Other key use cases for social data:
– Social Selling
– Competitive Intelligence
– Measure individual and team performance

30. More data across more of the organization
• Key department use cases:
– Product development
• Identify what resonates with consumers & customers
• Identify and quantify product issues
– Human Resources
• Social recruiting
• Employee Advocacy

31. Thank You!
Ben Cockerell
@bpcockerell

32. WWF’s Social
Media Analytics
2014
David Drodge, Head of Digital
WWF International

33. Social Footprint: panda.org/socialstats
#SMTLive

34. What’s the impact of a single,
timely tweet?
#SMTLive

35. Breaking through on Facebook - be
timely
…and on
Twitter
#SMTLive

36. #SMTLive
Images are core to WWF’s
storytelling
Images.panda.org

37. Social media analytics and action
• Tool specific analytics weekly for conversion
• Measure social engagement, email & petition sign-ups
• Experiment and tweak content, post timing, etc
• Improvements into the planned, weekly editorial calendar
• Real time started with ad hoc projects then tools
• Reacting in real time to news concerning a campaign
• Thanking influencers (from DM to public acknowledgement)
• Extending to daily activity slowly as resources allow to insert
ourselves into the relevant popular conversations

38. Measuring In-Person
Recruitment Effectiveness with
Social Media
Kareem Rahaman - @dynamyk

39. ROI + Justifying investment

40. What We Used To Do

41. Tagging

42. Logistics

43. • Over 10,000 tweets covered
• Over 1700 tagged
• Over 300 with multiple touchpoints
• 78% of those with multiple
touchpoints accepted
• 41% with one touchpoint accepted
Results

44. David Drodge started his digital career almost 20 years ago starting an online agency. He joined Sony Europe
launching its first regional website. Then ventured into global roles in travel e-commmerce, digital B2B, and now
WWF International as head of digital. Over the last 2 years, he's lead the International WWF accounts and the WWF
network to 15M social followers: bit.ly/wwf-socialstats. @WWF
Kareem Rahaman is a marketing specialist with a long history of digital communication consulting. He currently works
at Ryerson University in the Undergraduate Admission and Registrar’s Office as the Senior Digital Communications
Officer where he uses digital media to recruit and convert prospective students to full time Ryerson students as well
as helping deliver exceptional service through online channels to current students.In 2013, Kareem founded Splash
Effect, a full service digital marketing agency with a strong focus on helping higher education institutions and startups
engage their target markets. @dynamyk
Ben Cockerell is the Product Marketing Manager for Hootsuite Analytics. With a diverse background and positions
that focused on creative strategy, content creation, and inbound marketing, Ben aims to combine human creativity
and the power of data analytics into unique and insightful marketing strategies. @bpcockerell
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

45. #SMTLive
Upcoming Webinar
December 2nd
Behavioral Targeting: An Invasion of Privacy or the Next
Best Marketing Tactic
Featuring: Eric Siegel of Predictive Analytics World,
David Fowler of Act-On Software and Paul Dunay of PwC