Social Media Insights PlaybookJared Degnan | Brandware Public Relations                                            1 of 20
“Business Systems” Approach to Social                  2 of 20
3 of 20
10   tactics       3   rules                   4 of 20
Rule #1MEASUREMENTWorry more about consistencythan you do the tool.                               5 of 20
Rule #2SIMPLIFYOver-complicated datamodels work against you.                           6 of 20
Rule #3SAMPLINGJust in case you can’t getvalidation anywhere else…there’s always statistics.                             7...
What You Will Need…1.    Monitoring Tool2.    Microsoft Excel w/Statistics Plug-In3.    Facebook Admin Rights             ...
Forbes.com Story      PR Team on Vacation                                       Press ReleaseTACTIC #1Buzz Tracking       ...
Video Post            Image Post                         Question PostTACTIC #2Message Optimization                       ...
2:1            POS to NEG	  TACTIC #3Sentiment Ratio                             11 of 20
Total Conversation                            Mentions                          Brand Handle                              ...
Frequency  of  Keyword  Men0ons                 private	                     year	                internet	               ...
h=p://www.compete.com/	  TACTIC #6Unique Monthly Visitors                                         14 of 20
?            ?TACTIC #7Equivalent Ad Cost                     15 of 20
TACTIC #8Landing Pages                16 of 20
TACTIC #9Follower Correlation                       17 of 20
Product Buzz                                 Sales             Product Buzz                               1             Sa...
RULES1 – Measure Consistently2 – Simplify Your Models3 – Use Smart Sampling!                           19 of 20
20 of 20
The Brandware Social Insights Playbook
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The Brandware Social Insights Playbook

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10 ways to use social media data to help research, optimize and measure awesome social media campaigns.

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The Brandware Social Insights Playbook

  1. 1. Social Media Insights PlaybookJared Degnan | Brandware Public Relations 1 of 20
  2. 2. “Business Systems” Approach to Social 2 of 20
  3. 3. 3 of 20
  4. 4. 10 tactics 3 rules 4 of 20
  5. 5. Rule #1MEASUREMENTWorry more about consistencythan you do the tool. 5 of 20
  6. 6. Rule #2SIMPLIFYOver-complicated datamodels work against you. 6 of 20
  7. 7. Rule #3SAMPLINGJust in case you can’t getvalidation anywhere else…there’s always statistics. 7 of 20
  8. 8. What You Will Need…1.  Monitoring Tool2.  Microsoft Excel w/Statistics Plug-In3.  Facebook Admin Rights 8 of 20
  9. 9. Forbes.com Story PR Team on Vacation Press ReleaseTACTIC #1Buzz Tracking 9 of 20
  10. 10. Video Post Image Post Question PostTACTIC #2Message Optimization 10 of 20
  11. 11. 2:1 POS to NEG  TACTIC #3Sentiment Ratio 11 of 20
  12. 12. Total Conversation Mentions Brand Handle 20% General Brand Conversation 80%TACTIC #4Awareness Penetration 12 of 20
  13. 13. Frequency  of  Keyword  Men0ons   private   year   internet   people   event   clubs   online   facebook   marke-ng   0   5   10   15   20   25   30   35   40   45  TACTIC #5Keyword Occurrence 13 of 20
  14. 14. h=p://www.compete.com/  TACTIC #6Unique Monthly Visitors 14 of 20
  15. 15. ? ?TACTIC #7Equivalent Ad Cost 15 of 20
  16. 16. TACTIC #8Landing Pages 16 of 20
  17. 17. TACTIC #9Follower Correlation 17 of 20
  18. 18. Product Buzz Sales Product Buzz 1 Sales 0.44448178 1 90 7% 80 6% 5% 70 4% 60 3% 50 2% 1% Product Buzz 40 0% Sales 30 -1% 20 -2% 10 -3% 0 -4% 1/1/11 1/8/11 1/15/11 1/22/11 1/29/11 2/5/11 2/12/11 2/19/11 2/26/11 3/5/11 3/12/11 3/19/11 3/26/11TACTIC #10Sales Correlation 18 of 20
  19. 19. RULES1 – Measure Consistently2 – Simplify Your Models3 – Use Smart Sampling! 19 of 20
  20. 20. 20 of 20

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