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Social Media Dashboarding by Scott Wilder and semphonic

Slides from a webinar on ’Dashboarding’ -- creating dashboards for social media metrics

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Social Media Dash boarding with Gary Angel and  Scott K. Wilder
Introductions ,[object Object],[object Object],[object Object],Scott K. Wilder – SVP – Social Media Architect, Edelman Digital
Overview This will be a good webinar if….You come away with a sense of how to integrate social media metrics into dashboards
We will email you and  post a copy of this presentation
Why it Matters ,[object Object],[object Object],Introduction
Why it matters

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Social Media Dashboarding by Scott Wilder and semphonic

  • 1. Social Media Dash boarding with Gary Angel and Scott K. Wilder
  • 2.
  • 3. Overview This will be a good webinar if….You come away with a sense of how to integrate social media metrics into dashboards
  • 4. We will email you and post a copy of this presentation
  • 5.
  • 8. Social Media Tools Social Media Tools help you track the basic “who, what, where” of online conversation: What’s being said Who is saying it Where it’s being said Tools
  • 9. Social Media Tools The basic data these programs primarily deliver (and process) unformatted text – appropriately named a “river of news”: However Social Media data is generated Social Media Tools assume that someone – some human – is reading and reacting Tools
  • 10. Repurposing Tools for Measurement Measurement and Monitoring are fundamentally different functions, But with creativity and tool development a new paradigm of Social Media reporting is here Tools
  • 11. Challenges Social Media Reporting with the current generation of Social Media Monitoring tools present several challenges: Tools
  • 12. The Three C’s of Social Media Getting the Data Right Where you Want it Three C’s
  • 13. Profile Development Core terms can generate huge amounts of traffic: “ Michelle Obama” 96,782 Posts in 30 days (July 7 – Aug 5, 2010) “ Obama” generates 2,902,044 Posts Targeting search criteria can reduce the volume, but conversations can still be very large Culling Data
  • 14. Profile Development Potentially significant topics are easily lost in data quality noise: Michelle Obama visits Spain (Michelle Obama) AND (Spain) 8,613 Posts July 7 – Aug 5, 2010 Culling Data
  • 15. Profile Development Useful evaluation of a topic requires careful definition of the topic’s search criteria: Search Criteria: (Michelle)AND(Obama)+ (Spain) – 8,613 Posts Further investigation reveals unrelated posts in search group. Off Topic Posts Michelle Obama Visits Spain Culling Data
  • 16. Search Criteria require ongoing adjustment to identify key new topics of conversation and clean out off topic posts Key Takeaway Culling Data
  • 17. Classification How do we Populate the Framework?
  • 18.
  • 19. Basic Metrics by Class Classifying Data
  • 20.
  • 21. Only a small fraction of posts are automatically rated positive or negative by social media monitoring tools Case Study: Less than 8% of posts are rated and only 3.5% give a negative sentiment rating for “Michelle Obama” during the highly critical online conversation discussing her trip to Spain on 8/4/10 A Caution About Sentiment Classifying Data
  • 22. While the accuracy of sentiment rating is reported by tool vendors as 60% accurate, in practice we frequently observe error rates greater than 50% Positive Rated Post Of Those, Many are Wrong Classifying Data
  • 23. Key Takeaway The primary dimensions of social media measurement are behavioral: topic, sentiment, source, influencer, impact. Use of automated sentiment is not recommended at this time Classifying Data
  • 24. WHAT DOES IT ALL MEAN?
  • 25. Can you quantify the ROI of social media?* Social Media presence is a reaction to an entire brand interacting with the world. Using Social Media metrics as a component of measuring the health of your Social Capital offers a more useful framework for reporting Social Media Framework *Adobe Omniture Newsletter Context
  • 26.
  • 27. To Create a context around social media data, it is useful to relate the classifications and metrics to meaningful business issues/initiatives: What is there to Measure Context
  • 28. There are a variety of techniques for measuring current brand strength and shifts as well as shift drivers. What is there to Measure Context
  • 29. Numbers and Trends vs. Competitors by brand and topic provide powerful context: What is there to Measure Context
  • 30. Tracking the social arc of your marketing and content efforts opens up better knowledge about “early-stage” and branding campaigns: What is there to Measure Context
  • 31. Tracking the social arc of your marketing and content efforts opens up better knowledge about “early-stage” and branding campaigns: What is there to Measure Context
  • 32. SHOW AND TELL (WHEN IT COMES TO METRICS, SOMETIMES YOU DO HAVE TO YELL)
  • 33. Measuring Off-site behaviors adds a new dimension to the engagement funnel and provides a deeper understanding of opportunity: Social Broadens the Funnel This dashboard measured four funnel stages: Opportunity, Site Interest, Engagement and Conversion We used 3 different systems to capture Share of Voice (mentions), Share of Search (branded) and Share of Site (visits) Dashboarding
  • 34. One huge plus to social reporting is that it allows for direct comparison with competitors: Competition as Context Share of Brand Mentions Remote Linux X.11 Lock Manage software Enterprise Mask Secure IBM Performance choose firewall Remote energy scale Topic Mentions Distribution Brand Characteristics Dashboarding
  • 35. Spatial representations map mentions to mindshare – and show the potential social space for an industry or topic: Measuring MindShare “ Solar System” Diagram Dashboarding
  • 36. Competitive Analysis solutions allow you to track the upstream and downstream movements between sites and map this to mindshare wins: Track Shifts in Site Flow Dashboarding
  • 37. #1 Entry Page = Home Page 55% of Visits 45% *Bounce *Bounce – one page and out **Exit – last page touched You Home Page Google.com Yahoo.com Twitter Facebook Referring sites? Just one of many entry pages? What pages do they go to from the home page Track Shifts in Site Flow Focus on the outages   Page Name % Status 1. **Exit 1 39% 2. Search Results 18% 3. To help 16% 4. Articles 9% Dashboarding
  • 38. You can use topic specificity to understand the degree to which key influencer’s really matter to specific interest areas: Tracking Influencer Shifts Dashboarding
  • 39. Tracking shifts in Publications and by Influencer provide a means of targeting PR and personal marketing efforts as well as a whole new way to measure the success of PR and brand focused efforts: Tracking Influencer Shifts Dashboarding
  • 40. Your site is still the ultimate hub for online – tracking performance by channel, customer and visit type closes the loop on social performance. Site Hub Effectiveness Dashboarding
  • 41. DashingBOARDING - A PROCESS Monday Tuesday Wednesday Monday Responsible Parties : Thursday Friday Source of data : Format : Key dependencies:
  • 42.
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Editor's Notes

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