Benjamin Spiegel's presentation on Social Media Analytics during ClickZ Canada - #CZLTO #BSSM - Covering bad measurements, social media APIs, facebook, twitter, search, data visualization and real time analytics.

1. May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Listening beyond the like
Truly understanding your audiences
Benjamin Spiegel
Sr. Partner, Managing Director
Strategy & Insights
@nxfxcom

2. May 14–16, 2014 | #CZLTO | @ClickZLive

3. CLICKZ LIVE NYC
I MADE A CONFESSION
May 14–16, 2014 | #CZLTO | @ClickZLive

4. I AM A HOARDER
I HOARD DATA – ALL KINDS OF DATA
May 14–16, 2014 | #CZLTO | @ClickZLive

5. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESRAISING AWARENESS
ABOUT ANOTHER EARTH SHATTERING ISSUE
May 14–16, 2014 | #CZLTO | @ClickZLive

6. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES#BSSM SYNDROME
May 14–16, 2014 | #CZLTO | @ClickZLive

7. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESSERIOUS ISSUE
THAT IS AFFECTING 1000s OF BRANDS & AGENCIES
May 14–16, 2014 | #CZLTO | @ClickZLive

8. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES
B*** S**T SOCIAL MEDIA
MEASUREMENT SYNDROME
May 14–16, 2014 | #CZLTO | @ClickZLive

9. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES
THE BLIND BELIEVE IN USELESS SOCIAL
MEDIA METRICS DRIVEN BY B*** S**T KPIs
May 14–16, 2014 | #CZLTO | @ClickZLive

10. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESMY GOAL FOR TODAY
CREATE OVERALL AWARENESS & PROVIDE OVER THE COUNTER SOLUTIONS
May 14–16, 2014 | #CZLTO | @ClickZLive

11. …STOCK IMAGES ARE REALLY EXPENSIVE….
May 14–16, 2014 | #CZLTO | @ClickZLive

12. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESCONFUSED?
OKAY, NO MORE STOCK PHOTOS & FANCY TITLES, EXAMPLES HERE WE GO
May 14–16, 2014 | #CZLTO | @ClickZLive

13. BEAUTY BRAND X
92% of revenue is from their female anti-aging line
May 14–16, 2014 | #CZLTO | @ClickZLive

14. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESPROUD 500k FOLLOWERS
THIS WAS THEIR PRIDE AND JOY
May 14–16, 2014 | #CZLTO | @ClickZLive

15. BUT WHEN WE LOOKED
49% of audience was male
May 14–16, 2014 | #CZLTO | @ClickZLive

16. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESLET’S TALK ABOUT TWITTER
AND HOW IT’S AFFECTED BY #BSSM SYNDROME
May 14–16, 2014 | #CZLTO | @ClickZLive

17. RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESWHAT BSSM SUFFERERS MIGHT SAY
IN ORDER TO RETAIN OR WIN YOUR BUSINESS
May 14–16, 2014 | #CZLTO | @ClickZLive

18. Agency to Brand:
“Our newest influencer, @XYZ has 175k
followers. Now they follow us”
– Another win!
May 14–16, 2014 | #CZLTO | @ClickZLive

19. BUT IT DOES IT REALLY MATTER?
THAT A SPAMMER IS FOLLOWING YOU?
May 14–16, 2014 | #CZLTO | @ClickZLive

20. A personal example:
“Yes, I just got a real world brand with 223k
followers to follow me”
– Another win?
May 14–16, 2014 | #CZLTO | @ClickZLive

21. BEN & JERRY’s FOLLOWED ME
THEY ARE INFLUENCIAL, VERFIED AND A TANGIBLE BRAND NAME
May 14–16, 2014 | #CZLTO | @ClickZLive

22. HOWEVER…
May 14–16, 2014 | #CZLTO | @ClickZLive

23. B&J NEVER INTERACTED WITH ME
THEY NEVER SHARED MY CONTENT, TWEETED, LIKED OR ENGAGED WITH ME
May 14–16, 2014 | #CZLTO | @ClickZLive

24. SIMPLY PUT…
May 14–16, 2014 | #CZLTO | @ClickZLive

25. B&J NEVER IMPACTED MY BUSINESS
May 14–16, 2014 | #CZLTO | @ClickZLive

26. BUT IT’S MORE THAN JUST RELEVANCE…
May 14–16, 2014 | #CZLTO | @ClickZLive

27. ADAGE FOLLOWED ME
A FEW YEARS AGO, AND THEY ARE RELEVANT
May 14–16, 2014 | #CZLTO | @ClickZLive

28. BUT THEN AGAIN,
NO INTERACTION = NO RESULTS
May 14–16, 2014 | #CZLTO | @ClickZLive

29. SO ADAGE NEVER IMPACTED MY BUSINESS
May 14–16, 2014 | #CZLTO | @ClickZLive

30. THE SIMPLE SOLUTION IS
May 14–16, 2014 | #CZLTO | @ClickZLive

31. MEANINGUL RELATIONSHIPS
THAT PROVIDE A VALUE EXCHANGE
May 14–16, 2014 | #CZLTO | @ClickZLive

32. QUICK EXAMPLE
@GoogleAnalytics started to follow me last year.
However, 0 interactions lead to 0 impact
May 14–16, 2014 | #CZLTO | @ClickZLive

33. The Idea/Solution:
“Create a piece of content that connects with
Google Analytics while providing value to the
reader”
May 14–16, 2014 | #CZLTO | @ClickZLive

34. CUSTOM TAILORED CONTENT
PROVIDING VALUE EXCHANGE

35. TO SUM IT UP
May 14–16, 2014 | #CZLTO | @ClickZLive

36. TODAY’S TOPLINE KPIs ARE USELESS
Klout, Followers, Re-Tweets, Likes etc. are all useless!
May 14–16, 2014 | #CZLTO | @ClickZLive

37. OKAY, SO NOW WHAT?
May 14–16, 2014 | #CZLTO | @ClickZLive

38. DATA DRIVEN SOCIAL STARTEGY
Leveraging social conversations to create meaningful 1on1 connections
May 14–16, 2014 | #CZLTO | @ClickZLive

39. DATA AGAIN?
May 14–16, 2014 | #CZLTO | @ClickZLive

40. YES, DATA AGAIN!
May 14–16, 2014 | #CZLTO | @ClickZLive

41. I believe data is everywhere, and anything
that is not data is guts or experience
May 14–16, 2014 | #CZLTO | @ClickZLive

42. GUTS
I believe guts is an unconscious behavior driven by experience
May 14–16, 2014 | #CZLTO | @ClickZLive

43. And experience means to me:
“You have done it before, you remember the
outcome and now you are making decisions
against these learnings”
– Benjamin Spiegel
May 14–16, 2014 | #CZLTO | @ClickZLive

44. EXPERIENCE = DATA
So back to data driven approach
May 14–16, 2014 | #CZLTO | @ClickZLive

45. So what is the solution, where do I start?
May 14–16, 2014 | #CZLTO | @ClickZLive

46. 1. FORGET LISTENING TOOLS
If you want to LEAD, you need to INNOVATE, everybody has the same tools, however
nobody can tell a complete story like you can do with the right data.
May 14–16, 2014 | #CZLTO | @ClickZLive

47. 2. DESIGN CUSTOM MODELS
Driven by social data and deeper understanding of conversations and context
May 14–16, 2014 | #CZLTO | @ClickZLive

48. 3. USE APIS
To get the most raw, detail level data.
May 14–16, 2014 | #CZLTO | @ClickZLive

49. SAMPLE FACEBOOK DATA
Type of Post (Link, Image etc.)
Gender of User
Name of User
Image of User
Locale
Likes
Shares
Comments
Time of activity
Actual post/message

50. SAMPLE TWITTER DATA
Tweet Info:
Date/Time
Device/Source
Location (Lat/Long)
Favorites
Retweets
In Reply to
Author Info:
Name
Verified Status
Followers
Following
Favorites
Listed
Tweets

51. NO DEVELOPMENT BUDGET?
May 14–16, 2014 | #CZLTO | @ClickZLive

52. No worries – There are non geek ways
May 14–16, 2014 | #CZLTO | @ClickZLive

53. DATA AGGREGATORS
All the data in one place
May 14–16, 2014 | #CZLTO | @ClickZLive

54. (HISTORIC) DATA AGGREGATORS
All the data in one place
May 14–16, 2014 | #CZLTO | @ClickZLive

55. MULTIPLEDATASOURCES

57. 4. COLLECT DATA
ONCE CONNECTED, START COLLECTING IN REAL TIME
May 14–16, 2014 | #CZLTO | @ClickZLive

58. 100s of STORAGE OPTIONS
DATA COLLECTION HAS NEVER BEEN EASIER

59. 5. ENHANCE DATA
START CONNECTING YOUR BUSINESS KNOWLEDGE WITH THE SOCIAL DATA

60. 6. DELIVER REAL INSIGHTS
NOW YOU HAVE THE DATA YOU NEED TO TELL TRUE STORIES
May 14–16, 2014 | #CZLTO | @ClickZLive

61. (THIS IS REALLY COOL IN PERSON, IF YOU
WANT TO SEE IT IN REAL TIME, LET ME
KNOW)
May 14–16, 2014 | #CZLTO | @ClickZLive

62. TRUE AUDIENCE UNDERSTANDING

63. WHEN HOW AND WHERE

64. CONQUESTING

65. BENJAMIN SPIEGEL
@nxfxcom - #BSSM
May 14–16, 2014 | #CZLTO | @ClickZLive