My presentation to the Netbase and wider social media community on merging web analytics and social media and why it is so important.

1. 5 Tips: Why Web + Social Analytics = Smarter Action
Marshall Sponder WebMetricsGuru Inc

2. Promise of Web Analytics (when it works)

3. Social Media
Analytics is
great for
measuring
Social
Activities off
your site, on
the Web

4. Social Web Analytics allows measurement of
both Social + Website, together

5. What does mixing Social and Web
Analytics Look Like? (hint: UCI course)

6. Netflix kills Netflix increases
E-mail Quickster streaming library
sent to
all users
July 12, CEO Oct. 4 3rd qtr earnings:
announces Sept 18 CEO Netflix loses 800,000
price increase apologizes for customers, but
price hike but increased net revenue
doesn’t change
prices

7. Top Themes Top Hashtags
Top Positive Themes: Top Positive Hashtags:
•Movies •Doctorwho
•Blockbuster •Taurus
•Watching netflix •Firstworldpains
•Devices •News

8. Getting to know the “Customer Mindset” is something Social Media
Analytics is right for, and something that Web Analytics is generally
unable to do. Netbase is one of the best platforms for this type of
analysis.

9. NetBase Brand Passion Index
English Spanish
German Insight:
For both McDonalds’s & KFC,
Spanish creates a greater buzz
than German.
McDonald’s buzz is larger than
KFC in all languages

10. Web Audience Data Combined with
Social Data/ Sentiment is the best option
Netflix increases
streaming library
July 12,
CEO
announc
es price
increase

11. Compete.com (Web) + NetBase (Social)
1+1=3
Once you map the
sentiment of people
who talk about Netflix
to their location on the
Traffic Dashboard you
have a “new way” of
visualizing audience
sentiment by visitor
segment and overall site
referral traffic

12. Plus, “Big Data” Analytics helps users
to find new patterns and insights

13. Thanks to Big Data, Analytics Will Be a
$51B Business by 2016: IDC

14. Most CMO’s believe Social Media Impacts
Sales (but are uncertain it drives Sales)

15. But most of the
trackable Social
Media Activity
isn’t integrated
with existing
Web Analytics
solutions.

16. The Mobile Web,
Web Tablets and
smart phones, with
their accompanying
apps (most which
are socially
enabled) are
challenging to track
well with any single
system, Web
Analytics, Social or
Mobile

17. Mobile / Social Analytics is Complex
and a Multi-Platform function today
Sonar.me Twitter Analytics
website
Sailthru
AWE.SM
Google Analytics
Facebook Analytics MixPanel for app Click act

18. The majority of companies measure volume of
traffic from social media to their sites (often using
Web Analytics)

19. 5 strategies Digital Marketers must get
right

20. 1. SEM/Web Analytics
Implementation (fusion)
2. Social Media
Strategy that includes Web
Analytics
3. Media Buys that
support both
4. Marketing
Programs
covering
Every touch
5. Measurement Strategy
point
That ties it all together!

21. 5 Major Challenges Digital Marketers Face

23. Deep Dives into 5 Major Concerns
for Digital Marketers

24. 1. Dirty Data vs. Clean Data (structured)

26. Emerging Media, each Channel needs
(evolves) it’s own Analytics
Various Photo Web Analytics,
Sharing Analytics Google Analytics
Platforms Twitter Analytics
Various Video and Awe.sm
Analytics Moblie –
Platforms Flurry,
MixPanel,
Adobe SC
Log based Web
Log based Web Analytics,
Analytics, FeedBurner
FeedBurner
Various Widget
Various Message Analytics
Board Analytics Platforms
Various Chat
Room Analytics

27. The Big Data Continuum

28. Structured vs. Unstructured Data
Interface Design
Workflow Design
(UV) Unstructured Data Structured Data

29. How much
unstructur
ed data
can you
live with?
Organizing the
data for
insights is Ouch
major Ouch
headache! Ouch
Ouch
Ouch

31. The “Interface” Problem
Analytics platforms have not evolved quickly enough
to satisfy stakeholders actual Data Needs (why they
bought the platforms in the first place); but users
can’t yet articulate their needs because they don’t
understand the data or it’s uses as it applies to their
everyday tasks.

32. Medium as Message, improved
Analytics Interfaces & Workflows will
raise analyst Productivity
dramatically

33. 2. Data Shaping
Continuum
More Impersonal vs. More Personal

34. Who do you
want to get
your
information
from?
Marketer
s
Artists, IT/SCI/BIZ

35. Left and Right Brained Siloes and their
toolsets (difficult to reconcile)

36. We Need Synthesis of the Left and
Right Brain to see Whole Picture

37. 3. The Personalized vs. Generic Continuum

38. The Analytics for Personalized messaging is
expensive to create and time consuming to
scale

39. Personalization is worth while if there
enough time and resources

40. We need just the right
amount of Personalization

41. 4. The Measurement Continuum
Activity on Your Websites Conversations Online
Platforms are often described by the functions (What) your trying to preform with them

42. Site Focused

43. Social Media Measurement Delivery Process

44. Social Analytics Space is saturated and has 20x more players than the map
shows (tip of the iceberg) and radiates out to adjacent offerings and other
layers of software (not shown)

45. Earth and
Sky

46. Need a Balanced View of Social/Web

47. 5. The Old vs. New
Marketing Continuum
OLD NEW
“me based” “us based”
conservative Open, Eclectic

51. In New Media, Using The Right Title is
Very Important

53. Old vs. New
Understanding who
your Customer is

54. Biggest Challenge is coming
up with the Right Metrics

55. Defining your Metrics for Success

56. Assemble Your Analytics Plan

57. Example of a Student’s Analytics Plan
Resurrecting George Enescu’s Work
Goal: Audience:
Salvage the reputation of the Romanian 20th Among Classical music institutions,
century composer, George Enescu enthusiasts, and musicians alike
Location: Timing:
Ideally GeorgeEnescu.com A 6 month campaign period Through/ With
Vehicle: Venues:
Online videos, online networking, Personal blog, radio stations, YouTube, Ask fans and
podcasts, musicological research musicological conferences, etc. customers to
Message:
Enescu’s art ought to be enjoyed and celebrated as the
Regarding the
work of a deserving, 20th-century master
Program:
Program to promote the musicians and orchestras who wish to
explore Enescu’s work Success will be judged by
Metrics/KPI’s
Popularity on Google New business connections New visitors to Youtube
Trends and partnerships website statistics

58. Getting Ready

59. Being the right Stakeholder or Client

60. 1. Define personal characteristics and work-style need to
realize measurement goals
2. Be true to yourself
3. Be willing to spend the time to do the necessary research
around Analytics needs and budgeting
4. Get the whole team involved
5. Hire the Right Expert(s) to come in and help set it all up

61. Combining Social Media with Web
Analytics for Greater Insights
Web Analytics works well Use Web Analytics to
to measure the impact of measure the impact of
Social Media to your your Social Activity
business if your ultimate driving traffic to your on
goal is to bring everyone your Website. Site
that hears about you in analytics is one aspect to
Social Media back to your measuring social media
Website. If that’s not and any ROI usually has a
your goal, Web Analytics Web analytics component
will not be very helpful. or input.

62. Measure the impact of Social Activity on your
on your Website using Google Analytics.

63. Website Tools are evolving to track
Social Shares generated by WOM and
Social Campaigns that lead back to
your site

64. And Track how Social Traffic moves
around on your website.

65. Tips: Why Web and Social = Smarter Action

66. 5 Tips:
Why Web + Social = Smarter Action
1. Apply the “so what?” test to your social media metrics
2. Link up Internal House Data and Third Party Panel Data with your
Social Media Data
3. Make sure you have the right analytics platforms to capture the data
you need for your metrics and KPI and they are set up optimally.
4. Formulate your objectives and goals such that you can measure with
the data your collecting, and results lead to action.
5. Track and Measure, colleting data to gain insights, then repeat the
process on a regular basis

67. 1. Apply a “so what?” test to your social
media metrics and analytics

68. 2. Mash up Other Metrics Data With
Your Social Media Measurement Data

69. 3. Check you have the right platforms in
place to collect the needed data

70. 4. Formulate Goals & KPI’s

71. 5. Test and Measure and formulate
Insights with the results

72. Learn more about NetBase, in depth,
and Social Media Measurement at my
UCI Class starting this Winter, again

73. The Arts and Culture Intersect
with Social and Web Analytics
at the Rutgers Course I developed and am teaching
on
Social Media And The Arts
Winter/Spring Semester

74. WebMetricsGuru.com
Marshall Sponder
WebMetricsGuru INC.
www.webmetricsguru.com
www.smabook.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook
WebMetricsGuru INC.