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Social Media Analytics Workshop
 #SXSW 2013
 #leansocial #socialmeasure




  Susan      Alistair     Margaret           Blake
 Etlinger     Croll        Francis         Robinson
@setlinger   @acroll    @margaretfrancis    @blake
What You Will Get Out Of This
Workshop
• Insight into how companies are measuring ROI for social
  media activities in sales, marketing, operations functions
  and more
• Better understanding of correlation vs. causality and other
  analysis best practices
• Examples of the metrics brands use to demonstrate social
  media success
   – For channels
   – For campaigns
   – For ROI
• Overviews of the tools, applications, and approaches they
  use to get them
• Guidelines & best practices for data visualization
Workshop Agenda
•   3:30-3:40: Intros & Logistics
•   3:40-3:50: Measuring ROI
•   3:55-4:05: Analysis best practices
•   4:10-4:20: Choosing Social Networks
•   4:25-4:40: Channel Metrics
•   4:45-5:00: Campaign Metrics
•   5:05-5:15: Data Visualization
•   5:20-5:35: ROI Analysis Reprise
•   5:35-6:00: Q & A/ Final Wrap Up

• 5 minutes breaks throughout are for audience
  participation/ Q&A
Introductions
• Susan Etlinger: The Industry Analyst                  @setlinger
    – Measurement matters because companies need to know ROI. And it is
      possible to measure ROI on social media marketing programs
• Alistair Croll: The Entrepreneur                      @acroll
    – Measurement matters because data should inform business design
      and direction. And doing it well is both art and science.
• Blake Robinson: The New Tech Specialist               @blake
    – Measurement can help us improve campaigns- social, digital, cross
      channel. There are some great applications out there to help us
      execute.
• Margaret Francis: The Marketing Exec                  @margaretfrancis
    – Measurement is a key element of audience understanding and the
      genesis of all campaign design and execution. Especially on social
      channels.
Session Attendee Survey Data
Session Attendee Survey Data
Session Attendee Survey Data
• >insert survey results< ALISTAIR
Relative Importance of Topics
5.20




4.70




4.20




3.70
                                                                                                             High
                                                                                                             Low
                                                                                                             Avg
3.20




2.70




2.20

       Challenges of What makes a   SM best     Calculating the Case studies & Tools overview   The future
        social data  good metric    practices     value/ROI       examples
(We got a little carried away)


Organizational   Un-             Somewhat        Very             Absolutely
size             important       important       important        critical
'2-10                        2               2                                  5
101-500                                                       4                 5
11-100                                       3                4                 9
5001+                        1                                4                 1
501-5000                                                      1                 2
Grand Total                  3               5               13                22
Qualitative Insights
• “There’s no consensus on how to measure ROI
  in the industry. Or even on my team.”
• “There’s no one tool that does it all.”
• “I have to go to every single social network to
  get metrics.”
• “The metrics are different on every network.”
• “I know it’s important to analyze. I just have
  limited time and resources to do it.”
Q&A
• What other topics should we hold time at the
  end of the session for?
ROI on Social Media:
State of the State
13




“Essentially, all models are wrong,
      but some are useful.”
          George E. P. Box
14




Where are we?
Social data is everywhere




                            15
Companies now average an overwhelming
number of corporate-owned accounts
―41% of of more than 1,000
companies and agencies surveyed
had ‗no return of investment figure
  for any of the money they had
  spent on social channels as of
          October 2011.‘‖
 eConsultancy, State of Social Report, November 2011


                                                       17
“There is no single ROI
  for social media.”
Richard Binhammer, Dell Inc.
19




Measurement Challenges
Barriers to understanding revenue impact




                                           20
21




How Companies Measure
Top-Down Approaches




                      22
Bottom-Up Approaches




                       23
No single approach dominates; it‘s a mix




                                           24
What determines the mix today?




                                 25
Examples




           26
Revenue is not the primary goal (yet)




                                        27
Why not?
 The Honeymoon Period: Measurement
  challenges and exuberance have granted a
  (temporary) reprieve
 Authentication and identity: Still nascent:
  Facebook Connect, OpenID have low adoption:
  CRM integration yet to come
 Organization isn’t ready: Silos trap critical
  insight and inhibit sharing
 For ROI, only half the picture: No one is looking
  at the ―I‖ in ROI--yet
                                                  28
29




What’s Next?
Emerging Trends
 Holistic View of Top-Down, Bottom-Up
   • Ecosystem of tools: no single tool can satisfy every organizational
     requirement or bridge the many device gaps
   • Qualitative measurement will provide context
 Data triangulation/integration is just beginning
   • CRM, BI, Market Research. The customer-of-record and the
     product-of-record
 Customer journey becomes even more dynamic
   • More devices generating data feeds and streams
   • The race to solve for identity
 Organizational integration is beginning—slowly
    • It‘s not a linear path



                                                                     30
―I feel like we‘re all data chemists at
this point, trying to put a bunch of stuff
  into our beakers to see if it works.‖
             − Ken Burbary
  Chief Digital Officer, Campbell Ewald



                                             31
Q&A
• Which business goals is most important for
  your company? What’s secondary? Tertiary?
  – Operational Efficiency
  – Marketing Optimization
  – Innovation
  – Revenue Generation
  – Brand Health
  – Customer Experience
Working with Data: Best
Practices in Analytics
Analytics is the measurement
of movement towards your
business goals.




                  http://www.flickr.com/photos/itsgreg/446061432/
Kevin Costner is a lousy entrepreneur.




 Don’t sell what you can make.
 Make what you can sell.
In a startup, the purpose of
analytics is to iterate to a
product/market fit before
the money runs out.
Most startups don‘t know what they‘ll
be when they grow up.


                  Freshbooks                     Mitel
                  was invoicing   Wikipedia      was a
Paypal                                           lawnmower
                  for a web       was to be
first built for                                  company
                  design firm     written by
Palmpilots
                                  experts only


                                                 Autodesk
Hotmail           Flickr
                                  Twitter        made
was a             was going to
                                  was a          desktop
database          be an MMO
                                  podcasting     automation
company                           company
Clear, comparable ratios
                   Tied to your business model
A good metric is   Actionable, not vain
                   Correlated or causal
                   Leading or Lagging
Comparable ratios: think about a
car
• Clear: You know 60MPH is twice as fast as 30MPH
   – In a country, speed limits and mileage are well understood
   – Kilometers are conveniently decimal; miles map to hours
• Rates: Miles travelled is good; miles per hour is better;
  accelerating or decelerating changes your gas pedal
• Business model: You can measure ―MPH divided by speeding
  tickets‖ as a metric of ―driving fast without losing my license‖
Vanity                                               Actionable
                                                       Picks a
                                                       direction.



Makes you feel
good, but doesn‘t
change how you‘ll
act.
http://www.flickr.com/photos/lostseouls/807253220/   http://www.flickr.com/photos/aussiegall/6382775153/
A metric from the early, foolish days of the Web.
Hits
                    Count people instead.
                    Marginally better than hits. Unless you‘re displaying
Page views
                    ad inventory, count people.
                    Is this one person visiting a hundred times, or are a
Visits
                    hundred people visiting once? Fail.
                    This tells you nothing about what they did, why they
Unique visitors
                    stuck around, or if they left.
Followers/friends/l Count actions instead. Find out how many followers
ikes                will do your bidding.

Time on site, or    Poor version of engagement. Lots of time spent on
pages/visit         support pages is actually a bad sign.
                    How many recipients will act on what‘s in them?
Emails collected

Number of           Outside app stores, downloads alone don‘t lead to
downloads           lifetime value. Measure activations/active accounts.
http://www.flickr.com/photos/circasassy/7858155676/




                           it‘s a
                           If it won‘t change
                           how you behave,



bad
metric.
2-sided market model:
AirBnB and photography
• Stage: Revenue
• Model: 2-sided marketplace

• Rental-by-owner marketplace that allows
  property owners to list and market their
  houses. Offers a variety of related services as
  well.
AirBnB tests a hypothesis
• The hypothesis: ―Hosts with professional
  photography will get more business. And hosts
  will sign up for professional photography as a
  service.‖
• Built a concierge MVP
• Found that professionally photographed listings
  got 2-3x more bookings than the market average.
• In mid-to-late 2011, AirBnB had 20
  photographers in the field taking pictures for
  hosts.
A few words on causality.




              http://www.flickr.com/photos/roryfinneren/65729247
http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg
http://www.imdb.com/media/rm3768753408/tt0073195
http://www.flickr.com/photos/kapungo/2287237966
http://www.flickr.com/photos/25159787@N07/3766111564
http://www.flickr.com/photos/wheressteve/3284532080
http://www.flickr.com/photos/wtlphotos/1086968783
http://www.flickr.com/photos/stuttermonkey/57096884
http://www.flickr.com/photos/germanuncut77/3785152581
http://www.flickr.com/photos/fasteddie42/2421039207
Correlated            Causal
Two variables that    An independent
change in similar     factor that directly
ways, perhaps         impacts a
because they‘re       dependent one.
linked to something
else.
                 Summer




                Correlated       Drowning

 Ice cream
 consumption
Leading             Lagging
Number today that   Historical metric that
shows metric        shows how youre
tomorrow—makes      doing—reports the
the news.           news.
Q&A
• Do you believe that your personal engagement
  with brands via social media causes you to
  behave differently as a consumer/ customer?
  –   Always
  –   Sometimes
  –   Occasionally
  –   Never
  –   I’m a confirmed Luddite that has opted out of all
      social media network participation so this is N/A for
      me. I’m just here to watch.
Q&A
• Do you believe that consumer/ customer
  engagement with your brand(s) via social
  media causes new behaviors or is social media
  engagement with your brand(s) correlated to
  other phenomena?
  – Causative
  – Correlative
  – Both. Depends on the situation
  – Neither
Social Media Monitoring:
Metrics & Tools
Social Network Adoption Feb 2013




1 Billion+    500 Million+          800 Million+

      400M+   200M+          90M+            25M+


      300M+   150M+          25M+            100M+
Social Media Monitoring: Collection
of and insight into UGC
•   Mentions by network/ media type
•   Volume trends over time
•   Semantic analysis/ themes
•   Sentiment analysis
•   Limited geo data
•   Limited demo data
•   Limited influencer data
•   Some traditional media monitoring capabilities
•   Slicing & Dicing capabilities
Partial List of Social Media
Monitoring Applications
Monitoring Metrics as Mirror
METRIC                HOW USED
COMPETITIVE BUZZ      If we map social media activity / attention to our
                      activities/ marketshare, are we getting what we
                      deserve?
THEMATIC ANALYSIS     Are the products, brand attributes, features we want
                      to communicate to consumers how they identify
                      with us?
BRAND FAVORABILITY/   Do consumers/ customers see us more or less
SENTIMENT             favorably over time? Why? What about reporters &
                      influencers?
VERBATIMS             Are consumers saying to each other what we want
                      them to say? Are there insights we can get from their
                      comments to each other?
NPS (NET PROMOTER     Hand labeling of data to assess whether or not a
SCORE)                piece of consumer generated content, or sum of a
                      consumer’s generated content, represents an
                      endorsement
Visible Technologies




     Visible Technologies: Comprehensive enterprise class
    monitoring. Comprehensive data & international content
Tracx




        Tracx: Sample Dashboard
Brandwatch




             Great language options.
                Easy query setup/
                   refinement
Brandwatch




             Query writing is an art
                    form
Brandwatch




             Query writing is an art
                    form
Brandwatch




             View of mentions
Brandwatch




             Nice dashboard
Brandwatch




             Modular dashboard
                 options
Brandwatch




             Wordle: Can be used with
             any data set to make a tag
                       cloud
Brandwatch




             Twitter: always with the
                      volume
Recorded Future




                  Free and paid versions.
                    So, so pretty. Good
                     tool for tracking
                  earned press coverage
Topsy
        •   Complete index of
            Twitter 2010-now
        •   Instant access to
            statistics for any
            term, hashtag, phr
            ase or handle
            (activity, reach, infl
            uence, geograph, s
            entiment, top
            tweets, links and
            more)
        •   Used by Mashable
            & Twitter for
            projects like
            Twitter Political
            Index and
            Mashable SXSW
            Trendspotter
Topsy: All you can eat
Twitter monitoring for
    ~$1K/ month
Social Media Marketing:
Choosing Social Networks
Brands are participants now

Awareness/ Brand        X   X   X   X   X   X   X   X
Promotions              X   X   X   X   X   X   X   X
PR/ Influencer Mktg     X   X   X   X   X   X   X   X
Content Distribution/
Inbound Mktg            X   X   X   X   X   X   X   X

Community Mgmnt/
                        X   X   X   X   X   X   X   X
Support
Lead Generation         X   X   X   X   X   X   X   X
Direct Sales            X   X   X   X   X   X   X   X
Awareness/ Brand




                       Courtesy
                   Lexus/Moontoast
Promotion




            Courtesy Nexxus/
               Offerpop

              Moved 101,000
            samples in 48 hours
               46% view-to-
              conversion rate
Content Marketing




                      PolerStuff has a
                    YouTube Channel, a
                       Tumblr blog…
Content Marketing




                    …and an Instagram
                          feed
Content Marketing




                      B2B example-
                       ExactTarget
                    examples of “best
                         emails”
Community Management




                 British Airways: Clearly
             communicates expectations for
             this and other corporate social
             media accounts, including hours
                        of service
ADVICE: Consider which social networks
 you need to participate with, and why




 RyanAir: Does not               Boots: Does not
 have correct logo               appear to have
on FB, allows haters           logged into Twitter
       to post                     for 2+ years
Q&A
• Which social networks does your company…
  – Currently monitor
  – Currently market/ communicate on
  – Plan to expand to over 2013 and beyond
Social Media Networks:
Metrics & Tools
Marketing Process: Ideal vs. Real

How it should work:


      1              2                  3               4
  Set business   Create program      Deploy to       Measure &
   objective      or campaign        channels,        Analyze
                                  including social



                     Optimize & Improve
Marketing Process: Ideal vs. Real
How it actually works :

        1                2                 3                 4
     Look at the    Let’s run a       What a great      Call an analyst
 adoption numbers campaign on         campaign on          to justify
 for social network    XXX!              XXX!            campaign on
        XXX!                                                  XXX!


        5                6                 7                 8
  What metrics/      How can we      Assemble in PPT Do these metrics
  KPIS can we get   relate them to   for presentation provide provable
   from XXX or       our business         to boss      connections to our
  other sources?        goals?                       goals? Attend seminar
Sample Channel Metrics
Social           Channel                   Campaign                       Business
Network    (Per property or across   (Time or Content bounded)
                 properties)
Facebook   Fans, Likes , PTAT,       Likes, Shares, Entries,     • Direct or Attributed Sales
           Engagement                Clicks, Conversions,        • Website Traffic/ Views
           Rate, Click               Revenue and                 • List Growth / Contest
           Through Rate              derivatives                   entry
Twitter    Followers, Avg            Impressions, Clicks,        • Lead Gen / Sales
           Retweets, Avg #           Retweets, Replies,            Inquiries
           Favorites, Avg            Favorites, Traffic          • Support inquiries
           Clicks                    Source Analysis               fielded/ CSAT
                                                                 • Loyalty: Renewal rates,
YouTube    Views,                    Comments, Views,              ACV increase, recency,
           Subscribers, Avg          New Subscribers               frequency, purchase size
           Comments, Avg                                           Brand preference: NPS,
           Share                                                   market share, equity,
LinkedIn   Followers, Likes,         Likes, Comments,              awareness
           Impressions               Shares, Engagements
Sample Channel Metrics (cont)
Social            Channel                   Campaign                      Business
Network     (Per property or across   (Time or Content bounded)
                  properties)
Pinterest   Followers                 Pins, Repins, #             • Direct or Attributed
            Pins                      Repinners, # Boards,          Sales
                                      most clicked,Traffic        • Website Traffic/ Views
                                      source analysis,            • List Growth / Contest
                                      Content distribution          entry
Google+     # Circles                 Shares, Comments            • Lead Gen / Sales
                                      # Pluses, Hangout             Inquiries
                                      Participants                • Support inquiries
                                                                    fielded/ CSAT
Instagram   Followers                 Favorites, Comments,        • Loyalty: Renewal rates,
                                      Likes, Follower               ACV increase, recency,
                                      Growth                        frequency, purchase
Tumblr      Followers                 Comments, Likes,              size Brand preference:
                                      Reblogs, Shares               NPS, market share,
                                                                    equity, awareness
Typical Channel Dashboard: Chart or Set of
Annotated Graphs Estimating Reach
Social Network    Audience Size            Trend            Audience         Notes
Facebook         SHOW BIGGEST # Up XXX % or              Everyone      Buying media
  Page1           maybe show little #’s YYY # last ZZZ                 sure helps
                  caveat: duplicates
  Page2                                 period
  Page3
Twitter          SHOW BIGGEST #                          Digerati      That one dude’s
 Handle1         maybe show little #’s                                 RT made our
                 caveat: duplicates
 Handle2                                                               week. Invite him
 Handle3                                                               to our party again
YouTube          SHOW BIGGEST # Down XXX%                Unknown       One ‘viral video’
  Channel1       maybe show little #’s or YYY # over                   and no metrics
                  caveat: duplicates
  Channel2                             last ZZZ                        will ever look
                                       period                          good again
LinkedIn         SHOW BIGGEST #                          Buyers &      All the real traffic
  Page1          maybe show little #’s                   Recruits      is in messages
                 caveat: duplicates
  Group1
SimplyMeasured: Great selection of
reports for different channels and use
                 cases
Contrasting Audiences Across
Channels
                                          Social Audience Growth Over Time

                                                      Facebook     Twitter   Google+   YouTube

                                           400
New Fans/Followers/Circlers/Subscribers




                                           350

                                           300

                                           250

                                           200

                                           150

                                           100

                                           50

                                            0




                                                                     SimplyMeasured: Aggregates audience
                                                                    numbers for owned accounts on multiple
                                                                  social networks, trending and giving you data
                                                                              in spreadsheet form.
                                                                  Extra Credit: Useful for competitive research
Simply Measured




              Complete Social Media Snapshot
                         Report
Simply Measured




              Note the “export to PPT & Excel”
                          options
Simply Measured




              Ranking content by engagement.
                Clicks available with the GA
                         integration
Twitter Follow/ Unfollow
• >add Twitter dashboard<




                Twitter: Does a nice job with the follow/
                 unfollow widget, for managing content
             relevance/ frequency. Downloadable CSV with
                                numbers
                    Caveat: Have to buy ads to get it.
Facebook: So many metrics- all completely
                                 proprietary!
Facebook                   Good: Audience insights
                     Bad: Tying purchase conversion to FB
• >add   Facebook dashboard< happens outside FB
                        campaign
Instagram: Followers & Favorites
• >add instagram dashboard<




                              Instagram: Primitive but
                                  pretty. Stats now
                                 available on mobile
LinkedIn: Followers & Impressions
• >add linkedin dashboard<




                           LinkedIn Pros: We like the
                          simplicity of the dashboard
                         Cons: Download options? Real
                          activity is in messages that
                                 aren’t tracked
ADVICE
• Set up an Excel. List all your supported social
  properties in it.
• Decide on frequency of audience
  measurement. Grab the basic metrics as
  expeditiously as possible.
• Trend.
• Pick a couple of competitors to to track on a
  different sheet. They’ll get less love when time
  is short
Q&A
• Do you have basic audience metrics for the
  social media networks you actively engage
  on?
  – Yes, from native application/ interface
  – Yes, from other native application/ interface
  – Partial
  – No
Social & Cross Channel
Campaigns: Metrics & Tools
Collect                       Social Media          Campaign-         To separate
           Help embed          Monitoring           customized        signal from

  1       measurement
           code across
          the campaign
                                tools that
                              track 100% of
                                 a brand’s
                                                  Boolean search
                                                    algorithms
                                                  gather relevant
                                                                     noise, human
                                                                        analysts
                                                                     extract spam
               plan               Earned              content             from
                              performance.                           conversation




 Enrich      Analysts
           measure the          Demonstrate         Combine with        Ingest and


  2           types &         social effects of        data on        contextualize
            volume of          earned efforts        Owned and          data from
          Earned organic        on sites and          Paid social     special tactics
             trends in           microsites             media         and programs
           conversation                             tactics, Brand
                                                       studies




Analyze
                              Normalize and        Conduct Data           Create
             Generate
                               consolidate        Analysis across    clear, compelli
          regular in-flight

  3          campaign
            updates and
              insights
                               key metrics;
                              combine with
                               benchmarks
                                                  Paid, Owned, E
                                                    arned, and
                                                      Brand
                                                                     ng infographics
                                                                     reporting, desi
                                                                       gned to be
                                  where                                  shared
                                available
Overall Campaign
The client’s campaign saw the greatest success with its
TV creative and a well-performing multi-media buy that
targeted like-minded communities to tell the story. Given The Brand 1 aw areness campaign
                                                                                              50%
                                                          w as able to achieve 50% of the Spine
the creative messaging (brand) and low overall awareness campaign’s action rate*
levels, the campaign performed strongly.
                                                                                              156,738
                                                                                              new Facebook Likes during the
                      Brand 1                VS.         Brand 2                              campaign flight
         SED
         PN
                  $2,366,400 (TV) +                   $3,809,007 (TV) +


         TV
                  $1,354,758 (Digital)

                    302,261,400
                                                      $1,540,823 (Digital)

                                                        334,459,500
                                                                                              85%
                                                                                              of social conversation w as definitively
 IM RS IO S
   P ES N
                                                                                              positive


                                                                                              99%
     D IT L
      IG A
 IM RS IO S
   P ES N           140,850,868                         246,651,804

                                                                                              increase in average daily new visits to
 A E AG CR
  VR E T                  .17 %                                 .53%                          the Brand 1 page (359,792 total new
                                                                                              visits)
KPIs: SITE VISITS AND IMPRESSIONS

   MEDIA PLAN DROVE


VISITS
 25K
         AWARENESS
                AND ACTION
                                                      B                                 C D                                                       IMPR SSIO
                                                                                                                                                      E
                                                                                                                                                      9M
                                                                                                                                                           NS




                 A
                                                                                                                                                        8M
20K                                                                                                                                                     7M

                                                                                                                                                        6M
15K
                                                                                                                                                        5M

                                                                                                                                                        4M
10K
                                                                                                                                                        3M

                                                                                                                                                        2M
  5K
                                                                                                                                                        1M

   0                                                                                                                                                    0
         8/15      8/22       8/29           9/05           9/12           9/12             9/26             10/3            10/10             10/17


                                     Brand 1 Visits    B rand 1 First    Microsite Visits    Digital Impressions
                                                       T eV
                                                        im isits
                                                                        *Action rate defined within SiteCatalyst as “visit path length greater than or equal to 2”
Sample Campaign Metrics
Social           Channel                   Campaign                       Business
Network    (Per property or across   (Time or Content bounded)
                 properties)
Facebook   Fans, Likes , PTAT,       Likes, Shares, Entries,     • Direct or Attributed Sales
           Engagement                Clicks, Conversions,        • Website Traffic/ Views
           Rate, Click               Revenue and                 • List Growth / Contest
           Through Rate              derivatives                   entry
Twitter    Followers, Avg            Impressions, Clicks,        • Lead Gen / Sales
           Retweets, Avg #           Retweets, Replies,            Inquiries
           Favorites, Avg            Favorites, Traffic          • Support inquiries
           Clicks                    Source Analysis               fielded/ CSAT
                                                                 • Loyalty: Renewal rates,
YouTube    Views,                    Comments, Views,              ACV increase, recency,
           Subscribers, Avg          New Subscribers               frequency, purchase size
           Comments, Avg                                           Brand preference: NPS,
           Share                                                   market share, equity,
LinkedIn   Followers, Likes,         Likes, Comments,              awareness
           Impressions               Shares, Engagements
Sample Campaign Metrics (cont)
Social            Channel                   Campaign                Business
Network     (Per property or across   (Time or Content bounded)
                  properties)
Pinterest   Followers                 Pins, Repins, #      • Direct or Attributed
            Pins                      Repinners, # Boards,   Sales
                                      most clicked,Traffic • Website Traffic/ Views
                                      source analysis,     • List Growth / Contest
                                      Content distribution   entry
Google+     # Circles                 Shares, Comments     • Lead Gen / Sales
                                      # Pluses, Hangout      Inquiries
                                      Participants         • Support inquiries
                                                             fielded/ CSAT
Instagram   Followers                 Favorites, Comments, • Loyalty: Renewal rates,
                                      Likes, Follower        ACV increase, recency,
                                      Growth                 frequency, purchase
Tumblr      Followers                 Comments, Likes,       size Brand preference:
                                      Reblogs, Shares        NPS, market share,
                                                             equity, awareness
Marketing Performance: Cross
Channel Campaigns




                 eBags “Bag an iPad” promotion
             Cost: ~$25K in FB ads + software costs
               Increased Facebook “likes” by 46K
              Increased email subscribers by 28K
           Tens of thousands in direct sales from site
            visitors referred via the thank you page
Little Bird
Little Bird
Statigram: Stats
about Instagram
   accounts
Statigram: Stats
about Instagram
   accounts
Statigram: Stats
about Instagram
   accounts
Pinterest
Pinfluencer




              Pinfluencer: Content level
                       metrics
Pinfluencer




Pinfluencer: Board level
        metrics
Offerpop




                      Courtesy Offerpop:
       LogoTV uses reach, virality, clicks, PTAT, Engaged
         Users to build viewership for program lineup
Offerpop

              Courtesy Offerpop:
            Virality is an interesting
           twist- trying to make your
           content as compelling and
              relevant as possible
Moontoast




       Courtesy Moontoast:
Different Virality metric; nice goal
   oriented campaign reporting
Fluencr




                Courtesy Fluencr:
            Look for more companies
          that use brand ambassadors/
           user accounts to pull “viral”
                  metrics from
Union Metrics
for Tumblr
• Only product built from
  Tumblr’s full firehose of data
  (100MM events per day)
• Partnering with Tumblr as
  Tumblr’s preferred 3rd party
  analytics
• Topic tracking that enables
  listening and monitoring as
  well as individual blog
  measurement
• Measure engagement trends           Courtesy Offerpop:
  over time                         Virality is an interesting
• Identify influencers, curators   twist- trying to make your
  and amplifiers
                                   content as compelling and
• Visualize virality with reblog
  network trees                       relevant as possible
TweetReach
• Three tools for Twitter
  campaign and conversation
  analytics:
    • Real-time Twitter analytics
      built on Gnip’s full-fidelity
      Twitter stream
    • Historical analysis with
      access to complete Twitter
      archive back to 2006
    • Quick snapshots for simple
      reporting
• Track reach, exposure and
  volume trends over time
• Identify influencers and
  advocates
• Discover top
  content, including hashtags
  and URLs
Bit.ly



Bit.ly (or Awe.sm
  and other URL
 shorteners) are
critical to tracking
      content
   performance
  regardlesss of
    distribution
      channel
Rt.ly



 RealTimeLy:
 Good way of
engaging with
 the zeitgeist
 when items
are shared on
     bit.ly
Rt.ly



 RealTimeLy:
 Good way of
  seeing the
 zeitgeist and
  looking for
    ways to
capitalize on it
Google+: Personal Brands




                Google+: For personal brand
                    building- and SEO!
                      Let us repeat:
                  SEO SEO SEO SEO SEO!
Google Analytics




                    Google Analytics: Tried and
                   true for bound traffic analysis
                     and goal tracking on your
                              website
On the Importance of Google
Analytics
From                   To
                                  Aggregate           Individual
                                  Segment               Cohort
                                   Generic              Vertical
                                    Daily              Realtime
                                   Reports            Exceptions
                                    Pages               Events
                                   Funnels            Influences
                                   Desktop              Mobile

What‘s the
800lb gorilla
thinking?       http://www.flickr.com/photos/terykats/6102326911/
Aggregate to individual
Segment to cohort
Generic to vertical




  SaaS        Mobile   Publishing
Daily to realtime
Reports to exceptions
Pages to events
Funnels to influences
Desktop to mobile
One big bet
• Before:
  – Javascript used to push data from web pages
  – Predefined set of metadata (utm_campaign=)
• Now:
  – Anything can write to GA
  – Any metadata can be written


• GA wants to be BI for the IOT*

       *Google Analytics wants to be Business Intelligence for the Internet of Things
ADVICE
• Start with the business model, then find the
  campaign that comes from it
• Everything is an experiment
• Pick the second biggest problem in the
  company
• Before revenue, you’re building a product to
  figure out what to build.
8 Rules for Sharing Data
The human capacity to plan and
produce desired outcomes.
Eight rules for sharing data




            @noahi   @jsteeleeditor

        (with Noah and Julie.)
Visualization
matters.
A lot.
http://en.wikipedia.org/wiki/Anscombe%27s_quartet
Know thy
1.   medium.
Encourage
2.          comparison




http://ilovecharts.tumblr.com/post/33308
788744/from-the-boston-metro-oct-10th-
hannabeth-well
Measure
3.   thy axes




                http://www.businessinsider.com/
Trust not
4.   defaults
Fit format
5.                to message




http://windhistory.com
Gradients
6.   beat colors.




                    http://eusoils.jrc.ec.europa.eu/esdb_archive/serae/GRIMM/erosion/inra/europe/analysi
                                        s/maps_and_listings/web_erosion/maps_and_listings/altitude_a3.gif

                          http://mapsof.net/uploads/static-maps/topographic_(altitude)_map_tamil_nadu.png
7.                Circles
                  suck.




http://litmus.com/blog/email-client-market-share-infograph
7b.                            No, really.
                               They‘re awful.




http://litmus.com/blog/email-client-market-share-infograph
Find a
8.             proportional view




http://www.nytimes.com/packages/html/politics/2004_ELECTIONRESULTS_GRAPHIC/
Jessica Hagy
Calculating ROI: Another view
We are not alone
          "In which of the following departments are there dedicated people
                    (can be less than one FTE) executing social?"
                  Marketing                                                                        73.4%
Corporate Communications/PR                                                                65.6%
           Customer Support                                           39.8%
                     Digital                                       36.7%
               Social Media                                       35.2%
                         HR                               28.9%
   Product development/R&D                    16.4%
                 Advertising                  16.4%
                                                                      At least 13 different
   Customer/User experience                  14.8%
                          IT                 14.1%
                                                                      departments are actively
                  Executive            10.9%                          involved in social media
                       Legal           9.4%
            Market Research           7.8%
                               0.0%          10.0%    20.0%   30.0%        40.0%   50.0%   60.0%    70.0%    80.0%


                                                                                                            163
If your social program is a silo, you‘re doing it wrong




                                                    164
Remember this?




                 165
Here‘s the real business value




                                 166
Bye marketing funnel, hi customer journey

                           Consideration



Awareness
                                                              Transaction

             How can we map and prioritize social
            data from the customer’s POV to create
                    sustainable relationships?

 Advocacy

                                                     Experience
                         Loyalty
The opportunity for the longer term
 Design customer intelligence from the customer in, not the
  enterprise out
 Bring in stakeholders (including executive sponsors) from
  across the enterprise
   • How you find them: they are the people who are asking
     what the data means and what we should do about it
 Take a holistic approach to your data, with tailored
  execution by business unit or department
 Don‘t just focus on the sale; the customer certainly doesn’t
 Start incrementally. Test, learn, repeat to build confidence.
  Everyone is in the same boat
Social Engagement = Improved
Awareness
Cole-Haan Case Study Finding:




                                Awareness/
                                 Interest is
                                correlated to
                                  purchase
                                   intent
Loyalty: LTV of Social Customers

Cole-Haan Case Study Finding:




                                We are seeing clear impact
                                 of social engagement on
                                 key marketing metrics at
                                    the individual level
                                • Customer engagement
                                        (clicks, opens)
                                            • LTV
                                           • RFM
                                           • NPS
Marketing Performance: Cross Channel
Engagement Improves Performance in
Other Channels
Cole-Haan Case Study Finding:

                                This data is only
                                for Twitter, and
                                it demonstrates
                                how meaningful
                                   single social
                                     channel
                                  participation
                                   can be WRT
                                      email
                                  performance.
Q&A Topics
• What can we help you with?
Thanks & see you next year




  Susan      Alistair     Margaret           Blake
 Etlinger     Croll        Francis         Robinson
@setlinger   @acroll    @margaretfrancis    @blake

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Advanced Social Media Monitoring

  • 1. Social Media Analytics Workshop #SXSW 2013 #leansocial #socialmeasure Susan Alistair Margaret Blake Etlinger Croll Francis Robinson @setlinger @acroll @margaretfrancis @blake
  • 2. What You Will Get Out Of This Workshop • Insight into how companies are measuring ROI for social media activities in sales, marketing, operations functions and more • Better understanding of correlation vs. causality and other analysis best practices • Examples of the metrics brands use to demonstrate social media success – For channels – For campaigns – For ROI • Overviews of the tools, applications, and approaches they use to get them • Guidelines & best practices for data visualization
  • 3. Workshop Agenda • 3:30-3:40: Intros & Logistics • 3:40-3:50: Measuring ROI • 3:55-4:05: Analysis best practices • 4:10-4:20: Choosing Social Networks • 4:25-4:40: Channel Metrics • 4:45-5:00: Campaign Metrics • 5:05-5:15: Data Visualization • 5:20-5:35: ROI Analysis Reprise • 5:35-6:00: Q & A/ Final Wrap Up • 5 minutes breaks throughout are for audience participation/ Q&A
  • 4. Introductions • Susan Etlinger: The Industry Analyst @setlinger – Measurement matters because companies need to know ROI. And it is possible to measure ROI on social media marketing programs • Alistair Croll: The Entrepreneur @acroll – Measurement matters because data should inform business design and direction. And doing it well is both art and science. • Blake Robinson: The New Tech Specialist @blake – Measurement can help us improve campaigns- social, digital, cross channel. There are some great applications out there to help us execute. • Margaret Francis: The Marketing Exec @margaretfrancis – Measurement is a key element of audience understanding and the genesis of all campaign design and execution. Especially on social channels.
  • 7. Session Attendee Survey Data • >insert survey results< ALISTAIR
  • 8. Relative Importance of Topics 5.20 4.70 4.20 3.70 High Low Avg 3.20 2.70 2.20 Challenges of What makes a SM best Calculating the Case studies & Tools overview The future social data good metric practices value/ROI examples
  • 9. (We got a little carried away) Organizational Un- Somewhat Very Absolutely size important important important critical '2-10 2 2 5 101-500 4 5 11-100 3 4 9 5001+ 1 4 1 501-5000 1 2 Grand Total 3 5 13 22
  • 10. Qualitative Insights • “There’s no consensus on how to measure ROI in the industry. Or even on my team.” • “There’s no one tool that does it all.” • “I have to go to every single social network to get metrics.” • “The metrics are different on every network.” • “I know it’s important to analyze. I just have limited time and resources to do it.”
  • 11. Q&A • What other topics should we hold time at the end of the session for?
  • 12. ROI on Social Media: State of the State
  • 13. 13 “Essentially, all models are wrong, but some are useful.” George E. P. Box
  • 15. Social data is everywhere 15
  • 16. Companies now average an overwhelming number of corporate-owned accounts
  • 17. ―41% of of more than 1,000 companies and agencies surveyed had ‗no return of investment figure for any of the money they had spent on social channels as of October 2011.‘‖ eConsultancy, State of Social Report, November 2011 17
  • 18. “There is no single ROI for social media.” Richard Binhammer, Dell Inc.
  • 20. Barriers to understanding revenue impact 20
  • 24. No single approach dominates; it‘s a mix 24
  • 25. What determines the mix today? 25
  • 26. Examples 26
  • 27. Revenue is not the primary goal (yet) 27
  • 28. Why not?  The Honeymoon Period: Measurement challenges and exuberance have granted a (temporary) reprieve  Authentication and identity: Still nascent: Facebook Connect, OpenID have low adoption: CRM integration yet to come  Organization isn’t ready: Silos trap critical insight and inhibit sharing  For ROI, only half the picture: No one is looking at the ―I‖ in ROI--yet 28
  • 30. Emerging Trends  Holistic View of Top-Down, Bottom-Up • Ecosystem of tools: no single tool can satisfy every organizational requirement or bridge the many device gaps • Qualitative measurement will provide context  Data triangulation/integration is just beginning • CRM, BI, Market Research. The customer-of-record and the product-of-record  Customer journey becomes even more dynamic • More devices generating data feeds and streams • The race to solve for identity  Organizational integration is beginning—slowly • It‘s not a linear path 30
  • 31. ―I feel like we‘re all data chemists at this point, trying to put a bunch of stuff into our beakers to see if it works.‖ − Ken Burbary Chief Digital Officer, Campbell Ewald 31
  • 32. Q&A • Which business goals is most important for your company? What’s secondary? Tertiary? – Operational Efficiency – Marketing Optimization – Innovation – Revenue Generation – Brand Health – Customer Experience
  • 33. Working with Data: Best Practices in Analytics
  • 34. Analytics is the measurement of movement towards your business goals. http://www.flickr.com/photos/itsgreg/446061432/
  • 35. Kevin Costner is a lousy entrepreneur. Don’t sell what you can make. Make what you can sell.
  • 36. In a startup, the purpose of analytics is to iterate to a product/market fit before the money runs out.
  • 37. Most startups don‘t know what they‘ll be when they grow up. Freshbooks Mitel was invoicing Wikipedia was a Paypal lawnmower for a web was to be first built for company design firm written by Palmpilots experts only Autodesk Hotmail Flickr Twitter made was a was going to was a desktop database be an MMO podcasting automation company company
  • 38. Clear, comparable ratios Tied to your business model A good metric is Actionable, not vain Correlated or causal Leading or Lagging
  • 39. Comparable ratios: think about a car • Clear: You know 60MPH is twice as fast as 30MPH – In a country, speed limits and mileage are well understood – Kilometers are conveniently decimal; miles map to hours • Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal • Business model: You can measure ―MPH divided by speeding tickets‖ as a metric of ―driving fast without losing my license‖
  • 40. Vanity Actionable Picks a direction. Makes you feel good, but doesn‘t change how you‘ll act. http://www.flickr.com/photos/lostseouls/807253220/ http://www.flickr.com/photos/aussiegall/6382775153/
  • 41. A metric from the early, foolish days of the Web. Hits Count people instead. Marginally better than hits. Unless you‘re displaying Page views ad inventory, count people. Is this one person visiting a hundred times, or are a Visits hundred people visiting once? Fail. This tells you nothing about what they did, why they Unique visitors stuck around, or if they left. Followers/friends/l Count actions instead. Find out how many followers ikes will do your bidding. Time on site, or Poor version of engagement. Lots of time spent on pages/visit support pages is actually a bad sign. How many recipients will act on what‘s in them? Emails collected Number of Outside app stores, downloads alone don‘t lead to downloads lifetime value. Measure activations/active accounts.
  • 42. http://www.flickr.com/photos/circasassy/7858155676/ it‘s a If it won‘t change how you behave, bad metric.
  • 43. 2-sided market model: AirBnB and photography • Stage: Revenue • Model: 2-sided marketplace • Rental-by-owner marketplace that allows property owners to list and market their houses. Offers a variety of related services as well.
  • 44. AirBnB tests a hypothesis • The hypothesis: ―Hosts with professional photography will get more business. And hosts will sign up for professional photography as a service.‖ • Built a concierge MVP • Found that professionally photographed listings got 2-3x more bookings than the market average. • In mid-to-late 2011, AirBnB had 20 photographers in the field taking pictures for hosts.
  • 45.
  • 46. A few words on causality. http://www.flickr.com/photos/roryfinneren/65729247
  • 50.
  • 54.
  • 58. Correlated Causal Two variables that An independent change in similar factor that directly ways, perhaps impacts a because they‘re dependent one. linked to something else. Summer Correlated Drowning Ice cream consumption
  • 59. Leading Lagging Number today that Historical metric that shows metric shows how youre tomorrow—makes doing—reports the the news. news.
  • 60. Q&A • Do you believe that your personal engagement with brands via social media causes you to behave differently as a consumer/ customer? – Always – Sometimes – Occasionally – Never – I’m a confirmed Luddite that has opted out of all social media network participation so this is N/A for me. I’m just here to watch.
  • 61. Q&A • Do you believe that consumer/ customer engagement with your brand(s) via social media causes new behaviors or is social media engagement with your brand(s) correlated to other phenomena? – Causative – Correlative – Both. Depends on the situation – Neither
  • 63. Social Network Adoption Feb 2013 1 Billion+ 500 Million+ 800 Million+ 400M+ 200M+ 90M+ 25M+ 300M+ 150M+ 25M+ 100M+
  • 64. Social Media Monitoring: Collection of and insight into UGC • Mentions by network/ media type • Volume trends over time • Semantic analysis/ themes • Sentiment analysis • Limited geo data • Limited demo data • Limited influencer data • Some traditional media monitoring capabilities • Slicing & Dicing capabilities
  • 65. Partial List of Social Media Monitoring Applications
  • 66. Monitoring Metrics as Mirror METRIC HOW USED COMPETITIVE BUZZ If we map social media activity / attention to our activities/ marketshare, are we getting what we deserve? THEMATIC ANALYSIS Are the products, brand attributes, features we want to communicate to consumers how they identify with us? BRAND FAVORABILITY/ Do consumers/ customers see us more or less SENTIMENT favorably over time? Why? What about reporters & influencers? VERBATIMS Are consumers saying to each other what we want them to say? Are there insights we can get from their comments to each other? NPS (NET PROMOTER Hand labeling of data to assess whether or not a SCORE) piece of consumer generated content, or sum of a consumer’s generated content, represents an endorsement
  • 67. Visible Technologies Visible Technologies: Comprehensive enterprise class monitoring. Comprehensive data & international content
  • 68. Tracx Tracx: Sample Dashboard
  • 69. Brandwatch Great language options. Easy query setup/ refinement
  • 70. Brandwatch Query writing is an art form
  • 71. Brandwatch Query writing is an art form
  • 72. Brandwatch View of mentions
  • 73. Brandwatch Nice dashboard
  • 74. Brandwatch Modular dashboard options
  • 75. Brandwatch Wordle: Can be used with any data set to make a tag cloud
  • 76. Brandwatch Twitter: always with the volume
  • 77. Recorded Future Free and paid versions. So, so pretty. Good tool for tracking earned press coverage
  • 78. Topsy • Complete index of Twitter 2010-now • Instant access to statistics for any term, hashtag, phr ase or handle (activity, reach, infl uence, geograph, s entiment, top tweets, links and more) • Used by Mashable & Twitter for projects like Twitter Political Index and Mashable SXSW Trendspotter
  • 79. Topsy: All you can eat Twitter monitoring for ~$1K/ month
  • 81. Brands are participants now Awareness/ Brand X X X X X X X X Promotions X X X X X X X X PR/ Influencer Mktg X X X X X X X X Content Distribution/ Inbound Mktg X X X X X X X X Community Mgmnt/ X X X X X X X X Support Lead Generation X X X X X X X X Direct Sales X X X X X X X X
  • 82. Awareness/ Brand Courtesy Lexus/Moontoast
  • 83. Promotion Courtesy Nexxus/ Offerpop Moved 101,000 samples in 48 hours 46% view-to- conversion rate
  • 84. Content Marketing PolerStuff has a YouTube Channel, a Tumblr blog…
  • 85. Content Marketing …and an Instagram feed
  • 86. Content Marketing B2B example- ExactTarget examples of “best emails”
  • 87. Community Management British Airways: Clearly communicates expectations for this and other corporate social media accounts, including hours of service
  • 88. ADVICE: Consider which social networks you need to participate with, and why RyanAir: Does not Boots: Does not have correct logo appear to have on FB, allows haters logged into Twitter to post for 2+ years
  • 89. Q&A • Which social networks does your company… – Currently monitor – Currently market/ communicate on – Plan to expand to over 2013 and beyond
  • 91. Marketing Process: Ideal vs. Real How it should work: 1 2 3 4 Set business Create program Deploy to Measure & objective or campaign channels, Analyze including social Optimize & Improve
  • 92. Marketing Process: Ideal vs. Real How it actually works : 1 2 3 4 Look at the Let’s run a What a great Call an analyst adoption numbers campaign on campaign on to justify for social network XXX! XXX! campaign on XXX! XXX! 5 6 7 8 What metrics/ How can we Assemble in PPT Do these metrics KPIS can we get relate them to for presentation provide provable from XXX or our business to boss connections to our other sources? goals? goals? Attend seminar
  • 93. Sample Channel Metrics Social Channel Campaign Business Network (Per property or across (Time or Content bounded) properties) Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales Engagement Clicks, Conversions, • Website Traffic/ Views Rate, Click Revenue and • List Growth / Contest Through Rate derivatives entry Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales Retweets, Avg # Retweets, Replies, Inquiries Favorites, Avg Favorites, Traffic • Support inquiries Clicks Source Analysis fielded/ CSAT • Loyalty: Renewal rates, YouTube Views, Comments, Views, ACV increase, recency, Subscribers, Avg New Subscribers frequency, purchase size Comments, Avg Brand preference: NPS, Share market share, equity, LinkedIn Followers, Likes, Likes, Comments, awareness Impressions Shares, Engagements
  • 94. Sample Channel Metrics (cont) Social Channel Campaign Business Network (Per property or across (Time or Content bounded) properties) Pinterest Followers Pins, Repins, # • Direct or Attributed Pins Repinners, # Boards, Sales most clicked,Traffic • Website Traffic/ Views source analysis, • List Growth / Contest Content distribution entry Google+ # Circles Shares, Comments • Lead Gen / Sales # Pluses, Hangout Inquiries Participants • Support inquiries fielded/ CSAT Instagram Followers Favorites, Comments, • Loyalty: Renewal rates, Likes, Follower ACV increase, recency, Growth frequency, purchase Tumblr Followers Comments, Likes, size Brand preference: Reblogs, Shares NPS, market share, equity, awareness
  • 95. Typical Channel Dashboard: Chart or Set of Annotated Graphs Estimating Reach Social Network Audience Size Trend Audience Notes Facebook SHOW BIGGEST # Up XXX % or Everyone Buying media Page1 maybe show little #’s YYY # last ZZZ sure helps caveat: duplicates Page2 period Page3 Twitter SHOW BIGGEST # Digerati That one dude’s Handle1 maybe show little #’s RT made our caveat: duplicates Handle2 week. Invite him Handle3 to our party again YouTube SHOW BIGGEST # Down XXX% Unknown One ‘viral video’ Channel1 maybe show little #’s or YYY # over and no metrics caveat: duplicates Channel2 last ZZZ will ever look period good again LinkedIn SHOW BIGGEST # Buyers & All the real traffic Page1 maybe show little #’s Recruits is in messages caveat: duplicates Group1
  • 96. SimplyMeasured: Great selection of reports for different channels and use cases
  • 97. Contrasting Audiences Across Channels Social Audience Growth Over Time Facebook Twitter Google+ YouTube 400 New Fans/Followers/Circlers/Subscribers 350 300 250 200 150 100 50 0 SimplyMeasured: Aggregates audience numbers for owned accounts on multiple social networks, trending and giving you data in spreadsheet form. Extra Credit: Useful for competitive research
  • 98. Simply Measured Complete Social Media Snapshot Report
  • 99. Simply Measured Note the “export to PPT & Excel” options
  • 100. Simply Measured Ranking content by engagement. Clicks available with the GA integration
  • 101. Twitter Follow/ Unfollow • >add Twitter dashboard< Twitter: Does a nice job with the follow/ unfollow widget, for managing content relevance/ frequency. Downloadable CSV with numbers Caveat: Have to buy ads to get it.
  • 102. Facebook: So many metrics- all completely proprietary! Facebook Good: Audience insights Bad: Tying purchase conversion to FB • >add Facebook dashboard< happens outside FB campaign
  • 103. Instagram: Followers & Favorites • >add instagram dashboard< Instagram: Primitive but pretty. Stats now available on mobile
  • 104. LinkedIn: Followers & Impressions • >add linkedin dashboard< LinkedIn Pros: We like the simplicity of the dashboard Cons: Download options? Real activity is in messages that aren’t tracked
  • 105. ADVICE • Set up an Excel. List all your supported social properties in it. • Decide on frequency of audience measurement. Grab the basic metrics as expeditiously as possible. • Trend. • Pick a couple of competitors to to track on a different sheet. They’ll get less love when time is short
  • 106. Q&A • Do you have basic audience metrics for the social media networks you actively engage on? – Yes, from native application/ interface – Yes, from other native application/ interface – Partial – No
  • 107. Social & Cross Channel Campaigns: Metrics & Tools
  • 108. Collect Social Media Campaign- To separate Help embed Monitoring customized signal from 1 measurement code across the campaign tools that track 100% of a brand’s Boolean search algorithms gather relevant noise, human analysts extract spam plan Earned content from performance. conversation Enrich Analysts measure the Demonstrate Combine with Ingest and 2 types & social effects of data on contextualize volume of earned efforts Owned and data from Earned organic on sites and Paid social special tactics trends in microsites media and programs conversation tactics, Brand studies Analyze Normalize and Conduct Data Create Generate consolidate Analysis across clear, compelli regular in-flight 3 campaign updates and insights key metrics; combine with benchmarks Paid, Owned, E arned, and Brand ng infographics reporting, desi gned to be where shared available
  • 109. Overall Campaign The client’s campaign saw the greatest success with its TV creative and a well-performing multi-media buy that targeted like-minded communities to tell the story. Given The Brand 1 aw areness campaign 50% w as able to achieve 50% of the Spine the creative messaging (brand) and low overall awareness campaign’s action rate* levels, the campaign performed strongly. 156,738 new Facebook Likes during the Brand 1 VS. Brand 2 campaign flight SED PN $2,366,400 (TV) + $3,809,007 (TV) + TV $1,354,758 (Digital) 302,261,400 $1,540,823 (Digital) 334,459,500 85% of social conversation w as definitively IM RS IO S P ES N positive 99% D IT L IG A IM RS IO S P ES N 140,850,868 246,651,804 increase in average daily new visits to A E AG CR VR E T .17 % .53% the Brand 1 page (359,792 total new visits) KPIs: SITE VISITS AND IMPRESSIONS MEDIA PLAN DROVE VISITS 25K AWARENESS AND ACTION B C D IMPR SSIO E 9M NS A 8M 20K 7M 6M 15K 5M 4M 10K 3M 2M 5K 1M 0 0 8/15 8/22 8/29 9/05 9/12 9/12 9/26 10/3 10/10 10/17 Brand 1 Visits B rand 1 First Microsite Visits Digital Impressions T eV im isits *Action rate defined within SiteCatalyst as “visit path length greater than or equal to 2”
  • 110.
  • 111.
  • 112.
  • 113. Sample Campaign Metrics Social Channel Campaign Business Network (Per property or across (Time or Content bounded) properties) Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales Engagement Clicks, Conversions, • Website Traffic/ Views Rate, Click Revenue and • List Growth / Contest Through Rate derivatives entry Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales Retweets, Avg # Retweets, Replies, Inquiries Favorites, Avg Favorites, Traffic • Support inquiries Clicks Source Analysis fielded/ CSAT • Loyalty: Renewal rates, YouTube Views, Comments, Views, ACV increase, recency, Subscribers, Avg New Subscribers frequency, purchase size Comments, Avg Brand preference: NPS, Share market share, equity, LinkedIn Followers, Likes, Likes, Comments, awareness Impressions Shares, Engagements
  • 114. Sample Campaign Metrics (cont) Social Channel Campaign Business Network (Per property or across (Time or Content bounded) properties) Pinterest Followers Pins, Repins, # • Direct or Attributed Pins Repinners, # Boards, Sales most clicked,Traffic • Website Traffic/ Views source analysis, • List Growth / Contest Content distribution entry Google+ # Circles Shares, Comments • Lead Gen / Sales # Pluses, Hangout Inquiries Participants • Support inquiries fielded/ CSAT Instagram Followers Favorites, Comments, • Loyalty: Renewal rates, Likes, Follower ACV increase, recency, Growth frequency, purchase Tumblr Followers Comments, Likes, size Brand preference: Reblogs, Shares NPS, market share, equity, awareness
  • 115. Marketing Performance: Cross Channel Campaigns eBags “Bag an iPad” promotion Cost: ~$25K in FB ads + software costs Increased Facebook “likes” by 46K Increased email subscribers by 28K Tens of thousands in direct sales from site visitors referred via the thank you page
  • 122. Pinfluencer Pinfluencer: Content level metrics
  • 124. Offerpop Courtesy Offerpop: LogoTV uses reach, virality, clicks, PTAT, Engaged Users to build viewership for program lineup
  • 125. Offerpop Courtesy Offerpop: Virality is an interesting twist- trying to make your content as compelling and relevant as possible
  • 126. Moontoast Courtesy Moontoast: Different Virality metric; nice goal oriented campaign reporting
  • 127. Fluencr Courtesy Fluencr: Look for more companies that use brand ambassadors/ user accounts to pull “viral” metrics from
  • 128. Union Metrics for Tumblr • Only product built from Tumblr’s full firehose of data (100MM events per day) • Partnering with Tumblr as Tumblr’s preferred 3rd party analytics • Topic tracking that enables listening and monitoring as well as individual blog measurement • Measure engagement trends Courtesy Offerpop: over time Virality is an interesting • Identify influencers, curators twist- trying to make your and amplifiers content as compelling and • Visualize virality with reblog network trees relevant as possible
  • 129. TweetReach • Three tools for Twitter campaign and conversation analytics: • Real-time Twitter analytics built on Gnip’s full-fidelity Twitter stream • Historical analysis with access to complete Twitter archive back to 2006 • Quick snapshots for simple reporting • Track reach, exposure and volume trends over time • Identify influencers and advocates • Discover top content, including hashtags and URLs
  • 130. Bit.ly Bit.ly (or Awe.sm and other URL shorteners) are critical to tracking content performance regardlesss of distribution channel
  • 131. Rt.ly RealTimeLy: Good way of engaging with the zeitgeist when items are shared on bit.ly
  • 132. Rt.ly RealTimeLy: Good way of seeing the zeitgeist and looking for ways to capitalize on it
  • 133. Google+: Personal Brands Google+: For personal brand building- and SEO! Let us repeat: SEO SEO SEO SEO SEO!
  • 134. Google Analytics Google Analytics: Tried and true for bound traffic analysis and goal tracking on your website
  • 135. On the Importance of Google Analytics
  • 136. From To Aggregate Individual Segment Cohort Generic Vertical Daily Realtime Reports Exceptions Pages Events Funnels Influences Desktop Mobile What‘s the 800lb gorilla thinking? http://www.flickr.com/photos/terykats/6102326911/
  • 139. Generic to vertical SaaS Mobile Publishing
  • 145. One big bet • Before: – Javascript used to push data from web pages – Predefined set of metadata (utm_campaign=) • Now: – Anything can write to GA – Any metadata can be written • GA wants to be BI for the IOT* *Google Analytics wants to be Business Intelligence for the Internet of Things
  • 146. ADVICE • Start with the business model, then find the campaign that comes from it • Everything is an experiment • Pick the second biggest problem in the company • Before revenue, you’re building a product to figure out what to build.
  • 147. 8 Rules for Sharing Data
  • 148. The human capacity to plan and produce desired outcomes.
  • 149. Eight rules for sharing data @noahi @jsteeleeditor (with Noah and Julie.)
  • 152. Know thy 1. medium.
  • 153. Encourage 2. comparison http://ilovecharts.tumblr.com/post/33308 788744/from-the-boston-metro-oct-10th- hannabeth-well
  • 154. Measure 3. thy axes http://www.businessinsider.com/
  • 155. Trust not 4. defaults
  • 156. Fit format 5. to message http://windhistory.com
  • 157. Gradients 6. beat colors. http://eusoils.jrc.ec.europa.eu/esdb_archive/serae/GRIMM/erosion/inra/europe/analysi s/maps_and_listings/web_erosion/maps_and_listings/altitude_a3.gif http://mapsof.net/uploads/static-maps/topographic_(altitude)_map_tamil_nadu.png
  • 158. 7. Circles suck. http://litmus.com/blog/email-client-market-share-infograph
  • 159. 7b. No, really. They‘re awful. http://litmus.com/blog/email-client-market-share-infograph
  • 160. Find a 8. proportional view http://www.nytimes.com/packages/html/politics/2004_ELECTIONRESULTS_GRAPHIC/
  • 163. We are not alone "In which of the following departments are there dedicated people (can be less than one FTE) executing social?" Marketing 73.4% Corporate Communications/PR 65.6% Customer Support 39.8% Digital 36.7% Social Media 35.2% HR 28.9% Product development/R&D 16.4% Advertising 16.4% At least 13 different Customer/User experience 14.8% IT 14.1% departments are actively Executive 10.9% involved in social media Legal 9.4% Market Research 7.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 163
  • 164. If your social program is a silo, you‘re doing it wrong 164
  • 166. Here‘s the real business value 166
  • 167. Bye marketing funnel, hi customer journey Consideration Awareness Transaction How can we map and prioritize social data from the customer’s POV to create sustainable relationships? Advocacy Experience Loyalty
  • 168. The opportunity for the longer term  Design customer intelligence from the customer in, not the enterprise out  Bring in stakeholders (including executive sponsors) from across the enterprise • How you find them: they are the people who are asking what the data means and what we should do about it  Take a holistic approach to your data, with tailored execution by business unit or department  Don‘t just focus on the sale; the customer certainly doesn’t  Start incrementally. Test, learn, repeat to build confidence. Everyone is in the same boat
  • 169. Social Engagement = Improved Awareness Cole-Haan Case Study Finding: Awareness/ Interest is correlated to purchase intent
  • 170. Loyalty: LTV of Social Customers Cole-Haan Case Study Finding: We are seeing clear impact of social engagement on key marketing metrics at the individual level • Customer engagement (clicks, opens) • LTV • RFM • NPS
  • 171. Marketing Performance: Cross Channel Engagement Improves Performance in Other Channels Cole-Haan Case Study Finding: This data is only for Twitter, and it demonstrates how meaningful single social channel participation can be WRT email performance.
  • 172. Q&A Topics • What can we help you with?
  • 173. Thanks & see you next year Susan Alistair Margaret Blake Etlinger Croll Francis Robinson @setlinger @acroll @margaretfrancis @blake

Editor's Notes

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  3. ALL TO TALK
  4. ALISTAIR
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  8. Suggests that smaller organizations care much less about calculating ROI; but this isn’t statistically significant.
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  12. Topsy provides a web based analytics solution called Topsy Pro Analytics for a number of verticals. Their main customers are brands, agencies, news/media and finance organizations. Topsy’s main focus is on allowing you to get instant results for any search without requiring prior setup. They’ve also partnered with a number of organizations like Twitter and Mashable for public sites, one of particular interest is SXSW Trendspotter which is tracking live trends this week at SXSW 2013 at http://sxswtrends.mashable.com
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  15. MENTION EURO DATA RESTRICTIONS
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  17. Logo TV, a Viacom company, uses social media to build engagement around its lineup of original and syndicated programs including Ru Paul’s Drag Race, NewNowNext, and Bewitched. They use Offerpop’s Categories to easily categorize their posts by type, and see how they stack up against key metrics: reach, virality, clicks, People Talking About This, and Engaged Users.
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  19. KISSmetrics
  20. Mixpanel
  21. Totango, Flurry,Parsely Dash
  22. But remember: RIGHT time is better than realtime. Realtime only works if you can have an actionable response in the same timeframe, which generally means automation and parsing exceptions.
  23. Chartbeat
  24. Tweetable moment!PERFECT ANALYTICS should not come at the cost of adequate insight
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