Digital Analytics presentation given to Social Media Club Detroit on 5-29-13.

1. 10 TRENDS IN
DIGITAL ANALYTICS
Thursday, May 30, 13

2. OPEN, UNFILTERED CHANNELS
REAL-TIME MARKET-DRIVEN CONVERSATIONS
ENGAGED CUSTOMER AND PARTNER COMMUNITIES
EARLY WARNING SYSTEM FOR COMPETITIVE INTELLIGENCE
HARD TO MAKE A MOVE WITHOUT SOME DIGITAL FOOTPRINT
LOTS OF NOISE TO FILTER, BUT PLENTY OF VALUABLE SIGNAL
SOCIAL CHANNELS
= NEW FRONTIER FOR RESEARCH
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

3. MARKETERS ARE CURRENTLY
SWIMMING IN DATA
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

4. #1 – (TOOL) BUYER BEWARE
#digitalanalyticsbook // @kenburbary on Twitter
Social Media Listening
Social Media Engagement
Influencer Analysis
Audience Analysis
Content Analysis
Search Analytics
Thursday, May 30, 13

5. HUNDREDS OF AVAILABLE TOOLS
WITH NO CLEAR LINK…YET
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

6. #2 – TWO CLEAR LISTENING MODELS EMERGING
#digitalanalyticsbook // @kenburbary on Twitter
Listening for program planning and
listening for content development
Thursday, May 30, 13

7. What are people saying about your brand
Where people are talking about your brand
When people are talking about your brand
Who is talking about your brand
Why people are talking about your brand
TAKING A STEP BACK TO SET PROPER GOALS
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

8. LISTENING TO DEVELOP CONTENT IN REAL-TIME
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

9. Top curated content from pre-screened, influential online sources.
Content created by approved staff contributors.
Ranked by online reach + whether staff has interacted with it.
Potentially featured by a staff Editor.
TOP BRANDS
BECOMING CONTENT CURATORS…
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

10. #3 – HR, SALES, PRODUCT DEVELOPMENT,
CUSTOMER SERVICE JOIN THE DIGITAL DATA PARTY
#digitalanalyticsbook // @kenburbary on Twitter
Digital data’s value extends well
beyond its applications for public
relations and marketing
Thursday, May 30, 13

11. Concept of building a dashboard to
listen for conversations outside of
PR/marketing applications is easy
- Discover the data
- Analyze the data
- Segment
- Develop insights
- Execute based on those insights
In practice, much more difficult to
execute at large companies
Requires central source for
listening
with organization
MAKING SOCIAL DATA
WORK OUTSIDE OF PR/MARKETING
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

12. Shift in importance away from
traditional customer service
channels toward social media,
smartphones and internet sites
79% of respondents in the
survey cited the immediacy of
interactive channels in their
preference
46% cited those interactive
channels as the most efficient
communication method
Listening to conversations for
customer service requires
dedicated team, technologies,
measurement techniques
and processes
SOCIAL CUSTOMER SERVICE
IS AN EMERGING APPROACH
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

13. SAMSUNG AND DELTA
ARE TWO STRONG CASE STUDIES
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

14. #4 – WE DROP “SOCIAL” FROM SOCIAL CRM
#digitalanalyticsbook // @kenburbary on Twitter
“CRM platforms evolve to
incorporate social data more easily
therefore eliminating the need to
keep using social in front of CRM.”
Thursday, May 30, 13

15. THE GOOD NEWS IS CURRENT SYSTEMS
ARE EVOLVING…SLOWLY
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

16. #5 – INTERNAL OWNERSHIP BECOMES CRITICAL
#digitalanalyticsbook // @kenburbary on Twitter
“Companies are dealing with a
massive amount of customer data
and need to build capabilities to
handle it.”
Thursday, May 30, 13

17. FOUNDATIONAL ELEMENTS
SKILLS
STRUCTURE
JOB FUNCTION
EVOLUTION
#digitalanalyticsbook // @kenburbary on Twitter
Problem solving, tool expertise
Where do they reside? What part of the company?
What do they do? Build reports or work with LOB
to bridge gap between research and application.
Roadmap for success. Plan to take the org beyond reports
Thursday, May 30, 13

18. INTEL HAS DEVELOPED A SOCIAL COCKPIT…
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

19. #6 – COMMAND CENTERS ARE VALUABLE… KIND OF
“Command centers are valuable
internal tools that rally the
organization around the idea of
social media/listening to
customers.”
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

20. SEVERAL BRANDS HAVE BUILT COMMAND CENTERS
Do you need one of
these if you are a brand
or representing a brand?
It depends
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

21. #7 – MEASUREMENT FINALLY BECOMES INTEGRATED
“Communications has been
working to break down silos for years.
It’s time to do the same in
measurement.”
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

22. TIMELY INTELLIGENCE
TIMELY DECISIONS
DAILY
Media flow, news synopses, topline opinions
WEEKLY
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
MONTHLY
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
HOURLY
Competitive alerts and crisis management
QUARTERLY
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
ANNUALLY
Business and comms planning, long-range strategy, KPI
assessment and goal setting
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

23. INSTITUTIONALIZE STANDARD METRICS
AWARENESS
(REACH)
CONSIDERATION ACTION
/ENGAGEMENT
LOYALTY/
ADVOCACY
Social Networks
(Facebook)
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Blogs Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Video (YouTube) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Forums Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Wikis Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Search (Google) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

24. #8 – ANALYTICS GOES HYPER-LOCAL
#digitalanalyticsbook // @kenburbary on Twitter
“As marketing programs are built to
reach people in specific geographies,
analytics tools will need to be built to
keep up.”
Thursday, May 30, 13

25. TRACK CONVERSATION BY ZIP CODE, TOWN....
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

26. TRACK SOCIAL ACTIONS BY STORE
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

27. #9 – FORENSIC ANALYTICS BECOMES
A CRITICAL CAPABILITY WITHIN COMPANIES
#digitalanalyticsbook // @kenburbary on Twitter
“Digital and social media present
untold opportunities to learn about our
customers. The trick is moving beyond
counting to actually understand
behavior.”
Thursday, May 30, 13

28. CONNECTING THE DOTS
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

29. #10 – INFLUENCER ANALYSIS IS NOT SYNONYMOUS WITH KLOUT
#digitalanalyticsbook // @kenburbary on Twitter
“The current suite of influencer
solutions do not fully capture how
influential a person is online.”
Thursday, May 30, 13

30. THE CURRENT INFLUENCER TOOLS
ARE NOT THE DEVIL, BUT DON’T ACCURATELY GAUGE INFLUENCE
EITHER
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

31. THE CURRENT INFLUENCER TOOLS
ARE NOT THE DEVIL, BUT DON’T ACCURATELY GAUGE INFLUENCE
EITHER
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

32. <50 PEOPLE DRIVE SHARE OF CONVERSATION ONLINE
Have complete clarity into who influences your world,
and how to reach them with your content.
Thousands
of key
phrases.
Millions of
webpages.
100+
Metrics.
Hundreds
of Outlets.
50 Top
Influencers.
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13

33. WHERE DID THIS COME FROM?
CHUCK HEMANN
Director, Analytics at WCG
KEN BURBARY
Chief Digital Officer at Campbell Ewald
#digitalanalyticsbook // @kenburbary on Twitter
Thursday, May 30, 13