London coi september 26th, 2011 - marshall sponderPresentation Transcript
INSIGHTS INTO SOCIAL MEDIA ANALYTICS 9/26/11 COI, London, UK Challenges and Solutions Marshall Sponder WebMetricsGuru.com Smabook.com @webmetricsguru @smanalyticsbook
Determining your Social Analytics needs
Challenges to Getting Social Media Analytics Right! CH 7 #smabook
indentify the right firms and platforms (see chapter 3,7, 8, 10 of #smabook)
Identify 4 types of platforms
Self Serve Hybrid Internal Full Service
Identify your, or your clients Level of SMM Maturity
First Level: Monitoring
Second Level: Online Research
Third Level: Social Targeting & Data Management
Fourth Level: Social Business Collaboration
Choosing the Best Platform in today’s SMM Market
What works Best? Analyst being paired with internal marketing PR produces best results
Employ people who know Social Analytics well Plus + technical requirements
Is all this work really worth it? Setting realistic time frames and costs for Social Analytics
What can we do with these platforms? Brand Analysis & Brand Sentiment International monitoring Market Research Influencer Identification Sentiment Analysis + -
Query Length size
Poor Geo-location capabilities
Little ability to segment and sub-segment data (covered in CH 7 and CH 8)
Language Little Support
Little Data Consistency or interoperability
Data is often bought from aggregators For issues and limitations (read CH 10)
Platforms are often unable to provide meaningful reports without a lot of extra manual work
Future Plays? Read CH 12
Asking the Right Questions (CH 7) Some platforms may be good for one purpose but not another, and too often not enough thought is given to the area of procurement of the right tools, technologies, procedures, and governance to enable successful reporting.
Asking the Right Questions (CH 7) How many people will use the platform? Will everyone have the time to maintain/update the platform? Are the workstations and networks of your organization able to run the platform well enough to make the solution worthwhile?
Asking the Right Questions (CH 7) Do you need a special type of setup to make the information valuable to your organization? Usually need to set up Analytics Tools to match the way the data will be used -often fundamentally different than what most managers are prepared for, tends to end up being work intensive.
Asking the Right Questions (CH 7) Are your support needs time critical? This may limit the locations (time zone wise) to UK or Central Europe)
Using Real Time Data & Setting up Real Time Alerts
Real Time News Feed at the COI Many check in’s and tweets can be captured, Alerts set up
In 6 hours I categorized about 20% of all UK Geo check ins from 4SQ …fairly accurately!!
What works with All of this? Need to define closely the structures you want to have in your reporting and analytics Need to define the metrics you want to work with and report on. Need to define the triggers (thresholds) that will allow you to decide when an event needs attention. Need to define the reporting cadence where alerts will go, and what the actions should be.
http://www.smabook.com Marshall Sponder WebMetricsGuru INC. www.smabook.com www.webmetricsguru.com firstname.lastname@example.org @webmetricsguru @smanalyticsbook WebMetricsGuru INC.