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Gary Angel: What to Demand in Your Social Dashboards?


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Gary will describe the 3C’s of effective dashboarding: culling the data effectively, classifying it in interesting fashion, and building the right context to make the data useful. You’ll see real-world examples of how the data can be organized to communicate key information and learn what to expect and demand from your social media team.

Published in: Technology, Business
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Gary Angel: What to Demand in Your Social Dashboards?

  1. 1. What You Should Demand from Social Dashboards 1 1/31/2015
  2. 2. Gary Angel, President of Semphonic Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at Introductions 2 1/31/2015
  3. 3. Overview Background What to Demand How to Get It Take Aways 3 1/31/2015
  4. 4. Background Tools Drive the Data 4 1/31/2015
  5. 5. Social Listening Tools Social Listening 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 5 1/31/2015
  6. 6. Social Listening 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 6 1/31/2015
  7. 7. 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: Monitoring Measurement Trending Counts by Topic Identification of Influencers Trending sentiment Text of All Posts Addresses of Writers Manual Flagging of Sentiment 7 1/31/2015
  8. 8. What to Demand Don’t Settle for Basic Mentions 8 1/31/2015
  9. 9. To Create a context around social media data, it is useful to relate the classifications and metrics to meaningful business issues/initiatives: •Awareness Trend •Market Trend •Key Relationships Brand Awareness •Closest Competitors •Competitive Variation •Trends Competitive Advantage •Campaign Share •Campaign Impact • Engagement Marketing Impact •Topic Trends •Product/Service issues •Issues & Alerts Trust & Satisfaction Categories of Measurement 9 1/31/2015
  10. 10. Measuring Off-site behaviors adds a new dimension to the engagement funnel and provides a deeper understanding of opportunity: 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) Brand Awareness: Upstream Funnel 10 1/31/2015
  11. 11. One huge plus to social reporting is that it allows for direct comparison with competitors: Share of Brand Mentions Topic Mentions Distribution Brand Characteristics Measure Competition as Context 11 1/31/2015
  12. 12. Competitive Analysis solutions allow you to track the upstream and downstream movements between sites and map this to mindshare wins: Panel Research is another Social Tool 12 1/31/2015
  13. 13. Integration of Social into a broader view that shows site success, opportunity, and share of voice by audience: Marketing Impact: Integration is Key 13 1/31/2015
  14. 14. You can use topic specificity to understand the degree to which key influencer’s really matter to specific interest areas: Marketing Impact: Targeting Influencers 14 1/31/2015
  15. 15. 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: Marketing Impact: Measuring PR 15 1/31/2015
  16. 16. Your site is still the ultimate hub for online – tracking performance by channel, customer and visit type closes the loop on social performance. Marketing Impact: Site Effectiveness 16 1/31/2015
  17. 17. How to Get It Focus on the 3 “C”s 17 1/31/2015
  18. 18. The Three Cs Social Media Reporting with the current generation of Social Media Monitoring tools present several challenges: • Capturing the correct population of posts • Exporting data usefullyCulling • Trending posts in meaningful categories - topics, competitors, post sources, regions, etc. • Automated sentiment analysis Classifying • How do we frame the value of Social Media? • Which Social Media metrics provide actionable information for your brand and company? Context 18 1/31/2015
  19. 19. How do you find what you need in the “River of News”? Culling: The Essential First Step First Cut: 2,902,044 Second Cut: 96,782 Third Cut: 8,613 Final: 6,795 19 1/31/2015
  20. 20. Advance Logic is essential for effective culling. Real-time data pulls are essential for productive culling. Ongoing governance is essential – profiles change all the time. Your PR-based profile is almost certainly useless for measurement. Some systems will require you to have multiple profiles/accounts for effective culling and reporting. Culling: Key Points 20 1/31/2015
  21. 21. As with Web analytics data, the classifications available to us with social media data are primarily behavioral: • Topic • Sentiment • Source • Influencer • Impact Classification must often happen at the Profile Level to get the reporting you need. Dimensions of Classification 21 1/31/2015
  22. 22. Classification is Essential Every single one of these reports requires significant classification of the data to produce RELEVANT metrics: 22 1/31/2015
  23. 23. Few are rated: 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 Sentiment Analysis 23 1/31/2015
  24. 24. Many are wrong: Positive Rated Post Sentiment Analysis 24 1/31/2015
  25. 25. Almost every real metric in Social Media requires classification to be interesting. Classification by Product, Topic, Brand, Influencer, Competition and Sentiment are all common. Classification must frequently be done in the data setup not in the back- end reporting. Like culling, Classification is rarely static and will require ongoing governance. Manual Sentiment analysis is preferable for reporting. Classification: Key Points 25 1/31/2015
  26. 26. Putting metrics in a specific business context makes a tremendous difference to understanding and actionability: Context: It’s What you Do with the Data • Which products get the most feature mentions • How do we compare to Competitors in % of customer support mentions Mentions • Have we shifted Influencer topics with PR • Have we shifted Influencer mentions with PR Influencers • Are winning more than we are losing to competitors Upstream/Downstream Sites 26 1/31/2015
  27. 27. Straightforward reports of Mentions and Mention Trends are one of the least interesting aspects of Social Data. Social data is great for showing upstream opportunity by topic. Social data is particularly effective at illustrating competitive differences and opportunities. Social data is a unique method for tracking the effectiveness of PR campaigns. Tying social data to site data provides context around the success of each. Sentiment is extremely interesting but very dangerous and often inaccurate. Context: Key Points 27 1/31/2015
  28. 28. Social Media Dashboarding begins with the 3 C’s:  Culling: Getting the Right Data from the River  Classification: Organizing the data by Topic, Influencer, Sentiment, Source, and Impact  Context: Linking the social metrics within each classification to real business issues Conclusion 28 1/31/2015
  29. 29. For more information…..  Gary Angel:   Blog:  @garyangel 29 1/31/2015