5.20.14

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Data from social media is useless unless it helps you make positive improvements and decisions that have a measurable impact. Unfortunately, dealing with data is like trying to untangle a knotted mass of chain. Those who are attempting to unravel the chain of data often get caught up in it, preventing clear data and insights from being turned into meaningful action. That’s why it’s crucial to have a good plan and efficient system to help you.

Before you can begin to untangle data from social media monitoring, you have to know what you want to achieve. Do you want to learn why customers switch to the competitor or predict what they will purchase next? Only then can you focus monitoring in the areas that will help you get the answers to these questions. Once properly placed data monitoring uncovers the insights, you’ll be able to take action. Data may show that customers who bought a certain product are in the market for the add-on to the item. So why not put the items on the shelf next to each other or offer a coupon for the add-on item with the purchase of the first product?

Unraveling data and insights from social media monitoring takes patience and persistence in order to gain valuable insights. Join our panel of experts as we discuss:

-Defining social media monitoring goals and prospects.
-Charting an analytics process that will deliver actionable insights.
-Choosing the best tools for listening, and tracking engagement and activity.
-Deciding where data and insights are routed and who will take action on them.
-Measuring the success of marketing campaigns driven by a

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  • -Data from August to Sept
  • -Data from August to Sept
    -15% more of total posts were links by April
    -More total posts (almost 4-5 times more by April 2014)
  • -Data from August to Sept (Omniture)
    -Changes started in October 2013
  • 5.20.14

    1. 1. Measurement: Best Practices on Turning Insight into Action #SMTLive
    2. 2. Thanks to Our Sponsor @Brandwatch
    3. 3. Join the Conversation… #SMTLive
    4. 4. #SMTLive Our Speakers Will McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events, most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency, which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis. Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging technology. @travisbernard Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and emceeing charity fundraisers. Paul Dunay, moderator, 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: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
    5. 5. Driving insights into the social business ecosystem LISTENING ANALYTICS Facebook LinkedIn Blogs News sites Forums Etc. Twitter Marketing Sales Customer Service ENGAGE COLLABORATE COMMUNICATE ENGAGE COLLABORATE COMMUNICATE R&D Social Hub INSIGHTS THAT INFORM ACTION
    6. 6. Defining objectives:What are you trying to achieve? Social analysis can provide brand value throughout multiple points in the customer lifecycle AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY Grow, nurture, and protect brand reputation MITIGATE RISKS REDUCE COSTS Gain insight into brand perception, purchase intent & what makes buyers tick INCREASE DEMAND & COMPETITIVE EDGE Expand target market reach & influence DRIVE REVENUE REDUCE TIME TO SALE Turn buyers into fiercely local customers REDUCE CHURN INCREASE SATISFACTION
    7. 7. How to turn data into insight and action Create Content Publish and Amplify Content Gather Data Produce and Analyze Reports Identify Wins and Shortcomings Brainstorm New Tactics to Test Optimize Content and Refine Strategy @travisbernard#SMTLive
    8. 8. Will increasing Facebook posting have a positive impact on traffic? • Posting was infrequent on the weekends • Total fans online on the weekends is high • Can the audience handle more posts, especially on the weekends? Data from August and September 2013 @travisbernard 0 10 20 30 40 50 60 70 Which Days Were We Posting the Most? 0 5000000 10000000 15000000 20000000 How Many of Our Facebook Fans Are Online? #SMTLive
    9. 9. Will using more link posts have an impact on traffic? • Most of our posts were photos with shortened links • Our link posts sent more traffic to our site, but photos were more engaging • What would happen if we used more links over photos with shortened links? Data from August and September 2013 @travisbernard#SMTLive 8% 1% 91% Posts by Type Links Text/Status Photos 250 41 133 0 50 100 150 200 250 300 Average Link Clicks Which Post Type Drives More Traffic? Links Text/Status Photos
    10. 10. What did we change? • More total posts, especially on weekends (starting in October) • Shift towards more link posts @travisbernard#SMTLive 0 50 100 150 200 250 300 350 400 450 500 How Many Facebook Posts Did We Make Each Month? 23% 7% 70% Posts by Type in April 2014 Links Text/Status Photos
    11. 11. What happened? @travisbernard#SMTLive 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 How Much Traffic is Facebook Driving? Referrals from Facebook
    12. 12. What are we trying to achieve? • Advocacy • Awareness • Affinity • Action • Shares/RTs • Reach • Engagement • Likes/Favorites • Frequency • Click-through • Follows/Subscribes Set KPIs that drive you toward your goals.
    13. 13. • Stretch • Condense • Pivot • Break • Compare • Contrast 0 10 20 30 40 1 2 3 4 5 6 7 8 9 10 Clicks By Day What’s hidden in the numbers? • Time • Filter • By Hour • Change Axis • Impressions • Demo • Post Type • Benchmarks • Other Data 0 5 10 15 1 2 3 4 5 6 7 8 Clicks By Hour 0 10 20 30 1 2 3 4 5 6 7 8 9 10 Men Women Clicks By Day 0 200 400 600 800 Jan Feb Mar Apr 2013 Women 2013 Total 2014 Women 2014 Total Clicks By Month
    14. 14. What do we do with insights? Verify • Consider external factors • Beware False Positives Report • Report key findings first. • Tell the story in a way that’s easy to understand. Action • Hypothesize • Test • Record and share success What? …So What? …Now What?
    15. 15. #SMTLive Our Speakers Will McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events, most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency, which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis. Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging technology. @travisbernard Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and emceeing charity fundraisers. Paul Dunay, moderator, 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: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
    16. 16. Thanks to Our Sponsor @Brandwatch
    17. 17. #SMTLive Tweet Now ForYour Chance toWin a Free Ticket to The Social Shake-Up! #SMTlive Audience:Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win.Tweet: “I want to go to #socialshakeup because…”
    18. 18. Upcoming Webinars May 27th From Employee to Advocate: MobilizeYour Team to ShareYour Brand Content #SMTLive

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