Social Media Business Intelligence (SNHU Bootcamp Presentation)

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  • The problem with social media is that anyone can do it. RIGHT?
  • We get all these tools…. Native, 3rd party, integrated, …. We need to learn how to use them.
  • Even knowing the tools, we don’t always make the best decisions – if we’re not analytical enough.How long do you think this guy keeps his job?
  • Even knowing the tools, we don’t always make the best decisions – if we’re not analytical enough.How long do you think this guy keeps his job?
  • Learning through all the information and tools we have available to us.
  • ----- Meeting Notes (5/23/12 08:50) -----We KNOW our demo from the offline world - and it is FIXED!
  • Now we may know our demographic – buyers, but are there other audience members of value?----- Meeting Notes (5/23/12 08:50) -----We collect informaton as of certain dates because you cannot always go back and get details. It's the delta / change that matters most - often.Gender, age, yes can grab; exports allow more than on screen, and even more with API measurement.
  • Social media app for voting may get anyone and everyone.Trend – wen can control, sometimes we can’t. H1N1 virus – everyone flocked to hospital SM sites. Can’t control.Campaign targeting mom’s we can control.Could target mom’s, but early morning, later night – different ages still.Platform to platform we’ll have different audiences.- Just because the audience platform is different.The goal is not to get the audiences to be all identical- People spend less time on FB for Pinterest? Effects you.
  • The type of advertising we run, changes our audience.
  • We see projects where clients do not set goals. Set them with #sQuantitative is easier than qualitative.Influencing factors to your success? Change messaging / ad contentWeatherRetailGeographic
  • Tips and Techniques:Stats such as EdgeRank – currently only 16% of people will see your post.Depends on Engagement (share, post comment, like), Post Weight (vid, photo, link, text), Recency
  • ----- Meeting Notes (5/23/12 13:52) -----combined - Matt Feckleton Yatterbox.
  • ----- Meeting Notes (5/23/12 13:56) -----Different platforms - are used dif types of company - products, services.
  • Tips and tricks – facebook advertising will yield more information than the insights screen. Yes – pay them and they’ll tell you more.
  • Sprout Social – Monitoring and to a degree management toolWatch various brandsFacebook Twitter Google
  • Social Mention attempts to get into qualitative not just quantitative measurement
  • ----- Meeting Notes (5/23/12 13:56) -----read in between lines.most topics, reach, etc.
  • Audience ChangesImpression / sentiment changesResponse changesEntry point can be anywhereYou need to measure performance
  • Everything is a moving target.
  • If we don’t roll out the program in the right way it may not work.
  • Knock it out of the park
  • To make measurement a bit easier. If you must – cross platforms so you can measure engagementIf running a campaign choose intervals for measurement (pizza), weeklyMake your life easy.
  • The pizza bikini campaign is an example of why you need good toolsBut they cost money.
  • Must use 3rd party apps.We are NOT going to talk about this.
  • Must use 3rd party apps.
  • To make measurement a bit easier. If you must – cross platforms so you can measure engagementIf running a campaign choose intervals for measurement (pizza), weeklyMake your life easy.
  • The analysis needs to create a quality measure for the competitions activity which you can compare to the quantitative performance.
  • ReachLocal – Hubspot forms, b2b vs b2c.Integration with salesforce or sugar CRMEtc.
  • Must use 3rd party apps.
  • Must use 3rd party apps.Create your own measurement. Such as first responses to service inquires.
  • Must use 3rd party apps.
  • Consumer Reports – targeting younger generation, not older which made up list.It’s not a REVIEW app, but rather a BUYING GUIDETarget green tech peeps, first time parents, etc. HUGE audience getting manufacturer recall and safety noticesDid gifting app and won.Getting the conversion wins – so smaller numbers could get you there.
  • Learn – site isn’t what they expected, no interest in product, just discounts, only buy if couponed.HubspotOpenGraph – more sites login with Facebook because you can track the person (to a degree)
  • LEARN – Each step can be a goal and that will tell you how your campaign is performing EARLY WARNING!

Transcript

  • 1. Sean OwenDigital Drill Sergeant
  • 2. Basic TrainingUnable to translate social media logistics intovaluable information? This session on BusinessIntelligence highlights metrics, measurements,social media scalability, and return on investment ina practical way.Attendees will leave with an understanding of howto identify successes, and implement change tomake the most out of social media businessventures.Social Media Business Intelligence
  • 3. Anyone can do it.
  • 4. We are all experts.Anyone can do it.
  • 5. I wrote a book or I’m it. Anyone can do gonna.
  • 6. Anyone can do it.
  • 7. Anyone can do it.
  • 8. RIGHT? NO, It’s hard stuff.
  • 9. When indoubt, we’llfind a way.It just maynot be thebest way touse the toolsaround us.
  • 10. It may not bethe smartestway.We may makea fewmistakesalong theway, butnothing fatal.
  • 11. What’s the objective… ULTIMATE MORE SALES. • Better conversion • Thought leadership positioning / reputation management BETTER SERVICE. • More vehicles for communication • Direct access to groups traditionally behind the curtain PRODUCT DEVELOPMENT. • Current products • New products
  • 12. NO!
  • 13. We are here forBusiness Intelligence. (refer to slide #2 and wake up)
  • 14. LEARNINGis your primary goal.
  • 15. OLD School Media vs. New Media • Audience shift. • NO control groups95% of marketers will use 5% of statistics available.
  • 16. Newspaper Audiences Change with Increased Anyone can do it.
  • 17. Our SMAnyone can do it. Daily Audience Changes
  • 18. Campaign: Frozen PizzaWeek OneMarketing to Organic and Vegan Food LoversResults:52% Female45% Male 3% Unsure4,600 Likes on Facebook
  • 19. Campaign: Frozen PizzaWeek TwoMarketing to Mom’s Groups & Play DatesResults:67% Female33% Male11,200 Likes on Facebook
  • 20. Advertising, Campaigns, Trends, etc. Influence Your Data - Audience changes based on inside & outside factors - Advertising campaigns - Social media apps, microsites - Trend effects - Platform standards and changes
  • 21. Where we advertise changes audience.
  • 22. Message / ad content changes audiences.
  • 23. Beginner Stuff
  • 24. Determine your KPI Metric • Different campaigns have different objectives. • Identify the tools you will use. • Record your goals / estimates separately. • Record influencing factors and weight them. • Learning is always an objective. • Review the entire metric.
  • 25. Facebook: Brand Awareness Edge Rank formula and what you can do to manipulate it Reach Insights Conversion Traffic Bit.ly Google Analytics Consumer Insights Reverse advertising Seeded questions in posts Polls A/B advertising
  • 26. Twitter: Brand Awareness Tweet Reach Klout Conversion Traffic Bit.ly Google Analytics Customer Support Reduction in call center calls Quicker reaction time ―real person‖ answering concerns
  • 27. YouTube: Subscriptions Likes Channel Views Individual Video Views Links from Channel/Video to web site Sources pointing to videos
  • 28. LinkedIn: Thought leadership positioning LinkedIn answers Groups Brand page Statuses HR Recruitment Lead Gen Product section on brand pages
  • 29. The Conversion Cycle Test Product Capture Dialogue Learn Interest Contact w/App/Si Ask for te UGC Entertain Start Enter a w/ Video Push toDialogue Sweeps Retail
  • 30. Expert Stuff
  • 31. Anyone can do it.
  • 32. Anyone can do it.
  • 33. Anyone can do it.
  • 34. Ratios 101Reports LIE!Think about a simple advertising campaign.10 people respond to an ad out of 100 targetsYou yielded 10% responseNext campaign yields 5 responses out of 100targets.You yielded 25% response, but may show as5%
  • 35. Get $2 OFF a PIZZA Get $10 OFF a Bikini10 people = 10% 5 people = 25%*Audience is 100 people total (80 men, 20 women)
  • 36. Measurement Tools$ Level 1 Quantitative analysis using native app or entry level tool$$ Level 2 Multi-platform tools, still focused on quantitativemeasurement Potentially some ability to measure qualitative /sentiment$$$$ Level 3 Multi-platform management separate from measurement Focused on all platforms and cross-media campaigns Ability to create content or devices for measurement Definitely driving qualitative / sentiment measurement Top-line comparison features Ability to code reports based on individual APIs
  • 37. Qualitative Measurement • Sentiment • Opinion • Trending conversations • Document level vs. aggregate level Challenge: ―Yeah, I loved that keynote.‖ Honest? Sarcastic? Sincere? Funny? NOT!
  • 38. Comparative Measurement - Simple • Your campaign performance measuring: • Audience changes • Platform performance • Activation content (messaging) Compared to yourself!
  • 39. Recommendations • Do not run audience building campaigns at the same time as engagement campaigns • Separate engagement into distinct areas of testing, executing, engaging • Monitor your competition
  • 40. Comparative Measurement - Complex • Establish your own ratios • Create a Marketplace • Identify similar competitors and include them in your overall measurements, especially for comparison data. • Traditionally known as market reach or total market share. • Analysis is more than reading the numbers.
  • 41. *Altimeter GroupDepending on activity vs. spend this formula may be inconclusive(Retweets + likes + fans) / Total Campaign ―A‖ Spend(Retweets + likes + fans) / Total Campaign ―B‖ Spend
  • 42. Applying Metrics Across PlatformsDegree of measurement depends on data available andability to make changes that may influence the measurement.Innovation metric can be used on blogs, forums, even YouTubevideos with training or product announcement content.
  • 43. Integration with Offline ActivitiesIdeally, you can measure activity per audience, per content and message, per platform,and even in online and offline activities.The integration across AdSense campaigns vs. email and abandoned shopping cartsis reaching high sophistication with less effort. You will need to remain competitive.
  • 44. Pay Attention to Details
  • 45. Special Areas of Considerations• Inactivity is activity – measure audiences which are not engaging.• Drop Point – this is the most important item for getting users to complete the sale and it’s very measurable.• Psychographic – better than demo and geo• Behavioral Triggers – non—opens, abandoned carts, etc.• Business Alignment – Non-competitors who are great compliments for audience• Size Doesn’t Matter – People concentrate on bigger numbers, sometimes that’s less important
  • 46. The DROPA key indicator of performance is the drop point. This is themoment that you lose interaction with a consumer and they do notcomplete full conversion.• Campaigns should be structured to measure drop points.• Usually requires multiple systems and a bit more attentiveness to techHere is a potential lifecycle of a conversion 1. Social media app engagement 2. Prompt for user information *optional 3. Complete engagement of SM app such as a coupon print 4. Enticement to web and product purchase
  • 47. The DROPHere is a potential lifecycle of a conversion 1. Social media app engagement 2. Prompt for user information *optional 3. Complete engagement of SM app such as a coupon print 4. Enticement to web and product purchaseTo measure the campaign above will require two tools: - Utilize SM Native to measure original traffic - Manual setup of each step with Google Analytics - Utilize CouponFactory for coupon views/prints - Track from one platform to next is a challengeSet goals at EACH stage of the conversion
  • 48. The ConversionYou cant produce a baby in one month by getting 9 women pregnant . -Warren Buffet
  • 49. Thank You