Brands onlysocial marshall sponder - updated & delivered-v3

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Brands onlysocial marshall sponder - updated & delivered-v3 Brands onlysocial marshall sponder - updated & delivered-v3 Presentation Transcript

  • Enterprise Social Data Success Factors 12/9/13 Orlando, Brands Only Summit Marshall Sponder WebMetricsGuru INC.
  • What we will cover 1. Learn a simple approach to extend the utility of third party market research regarding your company, industry and competition using LinkedIn, Facebook and Twitter. 2. Understand the Social Data Readiness of your organization using the same approach. 3. Develop simple Rubrics that can work in any organization.
  • Goal : Demonstrate a simple method you can use to better utilize Social Data and 3rd party research data in your organization
  • Setting Expectations About Data ......
  • Social Data is easier to work with, and potentially more valuable to develop in some industries, than others according to McKinsey
  • Effectiveness of social data correlated to the number of analysts who are working with social data integration Source: LinkedIn – number of analysts working with social data from companies represented at this conference
  • Social Data has several uses http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html
  • Social Data is barely recognized in the business processes of companies represented at this conference 14,436 Total 9 with Social in title 0 with Social in Title 4523 Total 4 have social in Title 344 Total 3 with Social in Title 1% 442 CRM Total 144 Total 0 Social in Title 0% 1522 Total 27 Social in title 2% Source: LinkedIn http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html
  • Social Data is often not formalized, standardized or centralized 37 with some connection to Social Media 4523 .3% 9 with Social in title 14,436 Total 4 have social in Title 344 Total Total 136 with some connection to Social Media 3% 106 PR with some connection to Social Media 31% 3 with Social in Title 1% 442 CRM Total 0 with Social in Title 25 with some connection to Social Media 6% 144 Total 1522 Total 27 Social in title 2% 213 with some connection to Social Media 14% http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html 0 Social in Title 0% 17 with some connection to Social Media 12% Source: LinkedIn
  • Rubrics are Needed to Evaluate Social Data Work http://www.toucaned.com/ART/product/RubricCards.jpg
  • Rubric: Is 1% your company's headcount made up of analysts working with Social Data? Hint: Use LinkedIn searches on company name where "analytics" or "analyst" http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence
  • Not enough Analysts - 0.3% of the employees of work with social data attending this event 2,088 or .3% Employees of companies at this conference on Linkedin Analysts in those companies involved with social data integration 662,169 or 99.97%
  • Social Data Analysts may often lack visibility to the Exec Suite Hint: You can mine Followerwonk/Twitter, Facebook Graph Search, and LinkedIn to find out how many are visible in Social Media and what they are saying. http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence
  • Analysts working with Social Data are focused on growing the business
  • LinkedIn Search Query generating the statistics appearing on the last few slides http://www.linkedin.com/vsearch/p?keywords=%22social%20medi a%22%20OR%20%22social%20data%22&title=Analytics%20OR%2 0Analyst&openAdvancedForm=true&titleScope=C&locationType=I& countryCode=us&f_CC=1720,1307,1550,2381,2532,1103,19722,1882, 1207,3364,1035,2213,1864,1431,1703,4725,2467,4399,1534,2127,360 0,3589,4969,1128,2380,2775,4037,1669,1841,4501,1116,4128,3460,1 231,157329,9286,2822,4599,3240,3863,369633,163009,163225,3411 ,2551,5670,3388,4207,2576548,1304385,1397,1602,163886,1597,425 5,165109,4768,157353,4647,1879,2677,4999,4345,4729,7616,5471,30 65,3433,3549,163347,163787,2109,165755,7887,9112,3409,1929,467 5,7639,1526,4427,1497,2987,163234,7262,166905,165022,5892,1641 78,2193,4960,9152,15080,3144,165888,15648,4593,7197,8791,16522 2,2818,9062,10111,5291,26195,40025,52730,13212,104992,12518,163 025,23858,1885,227303,2038,318858,6257,24099,232888,1002745 ,1503601,948895,165493,350986,1089241,1333236,2268220&rsid= 3126411384560508886&orig=MDYS
  • Use this approach to look at any company’s culture 4K 4 Execs https://www.facebook.com/search/108146069213926/job-likerunion/employees/present/218566214841042/employees/present/intersect http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence Hint: Use Facebook Graph Search and Facebook Advertising - this is outside of the 1 percent head count search on LinkedIn.
  • Here’s a example: using LinkedIn Premium - 18 CXO/VP’s at 3M have a connection with Social Data http://www.linkedin .com/vsearch/p?type =people&keywords= %22social%20media %22%20OR%20%22 social%20data%22& orig=FCTD&rsid=31 26411384646507771 &pageKey=voltron_ people_search_inter nal_jsp&openFacets =N,G,CC,SE&f_CC= 1864&f_SE=3,4
  • Executives can use LinkedIn and Facebook Data to get a quick snap shot at the Convergence Readiness of your organization http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence
  • Methodology can be used to extend 3rd party research such as Altimter http://www.slideshare.net/Alt imeter/slides-social-dataintelligence-webinar-bysusan-etlinger
  • LinkedIn can provide organizations attending this conference with additional data to better leverage 3rd party market research Sensor data, wearable computers and augmented reality are where the next business boom lies but there are few resources yet devoted to this area. Source: LinkedIn Searches - 5042 accounts total
  • Social Data across functions of organizations at this conference Note: LinkedIn's Taxonomy doesn't match the categories Altimeter used when devising their survey and the results are not an exact match.
  • Takeaways and Learnings
  • 1. Use LinkedIn to extend out Third Party Survey Data (Qualitative Data)
  • 2. Organizations can better understand their Social Data readiness using LinkedIn, Facebook and Twitter
  • 3. Social Data needs to be formalized so it can be used at an Enterprise Level Source: http://dionhinchcliffe.com/2012/05/01/social-business-in-australia-in-2012/
  • Sneak Peek
  • Understanding how social media spreads has become a major interest as well as the subject of a new course @Rutgers Facegroup » Twitter Video Virality - Chris Hadfield
  • Two reasons why people share and spread the word - psychological and Social motivations
  • Encode Emotions ...
  • Launching Soon
  • Marshall Sponder WebMetricsGuru Inc. WebMetricsGuru.com now.seo@gmail.com @webmetricsguru Thank You! Questions?