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Social Media Dashboarding (reporting)

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Slides from a webinar on 'Dashboarding' -- creating dashboards for social media metrics

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Social Media Dashboarding (reporting)

  1. 1. Social Media Dash boarding with Gary Angel and Scott K. Wilder
  2. 2. Introductions <ul><li>Gary Angel, President of Semphonic </li></ul><ul><ul><li>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 http://semphonic.blogs.com/semangel </li></ul></ul><ul><ul><li>Currently SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs and was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of Borders.com, and held senior positions at Apple, AOL, and American Express. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University. Scott just jump started his blog @ www.wildervoices.com </li></ul></ul>Scott K. Wilder – SVP – Social Media Architect, Edelman Digital
  3. 3. Overview This will be a good webinar if….You come away with a sense of how to integrate social media metrics into dashboards
  4. 4. We will email you and post a copy of this presentation
  5. 5. Why it Matters <ul><li>Marketers are no longer the only major source of information for their company, brand, products and services: </li></ul><ul><li>Online social networks and information shape brand perception, create powerful messaging trends that must be understood and directed, and provide a striking means of measuring the state of the brand: </li></ul>Introduction
  6. 6. Why it matters
  7. 7. Social Media Tools
  8. 8. Social Media Tools Social Media 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 Tools
  9. 9. Social Media 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 Tools
  10. 10. 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 Tools
  11. 11. Challenges Social Media Reporting with the current generation of Social Media Monitoring tools present several challenges: Tools
  12. 12. The Three C’s of Social Media Getting the Data Right Where you Want it Three C’s
  13. 13. Profile Development Core terms can generate huge amounts of traffic: “ Michelle Obama” 96,782 Posts in 30 days (July 7 – Aug 5, 2010) “ Obama” generates 2,902,044 Posts Targeting search criteria can reduce the volume, but conversations can still be very large Culling Data
  14. 14. Profile Development Potentially significant topics are easily lost in data quality noise: Michelle Obama visits Spain (Michelle Obama) AND (Spain) 8,613 Posts July 7 – Aug 5, 2010 Culling Data
  15. 15. Profile Development Useful evaluation of a topic requires careful definition of the topic’s search criteria: Search Criteria: (Michelle)AND(Obama)+ (Spain) – 8,613 Posts Further investigation reveals unrelated posts in search group. Off Topic Posts Michelle Obama Visits Spain Culling Data
  16. 16. Search Criteria require ongoing adjustment to identify key new topics of conversation and clean out off topic posts Key Takeaway Culling Data
  17. 17. Classification How do we Populate the Framework?
  18. 18. <ul><li>As with Web analytics data, the classifications available to us with social media data are primarily behavioral: </li></ul><ul><li>Topic </li></ul><ul><li>Sentiment </li></ul><ul><li>Source </li></ul><ul><li>Influencer </li></ul><ul><li>Impact </li></ul>Dimensions of Classification Classifying Data
  19. 19. Basic Metrics by Class Classifying Data
  20. 20. … And a word about ROI and goals… Organizational structure usually drives goals Which department / division owns ‘Social?’ Measure what really matters? But you can’t measure everything Marketing Product Development Customer Care To generate leads and / or drive transactions To integrate learnings/suggestions in product To enable users to get quality answers fast <ul><li>-# of leads </li></ul><ul><li># of transactions </li></ul><ul><li>Revenue minus costs </li></ul><ul><li>Cost per conversion </li></ul><ul><li>-Engagement Score </li></ul><ul><li>-Time / cost of driving innovation in organization </li></ul><ul><li>Cost per new feature (engineering hours) vs. impact of feature </li></ul><ul><li>Time to market </li></ul>-# of answers by users vs. company -# ratings of answers -Resolution rates -Reduction of costs for answers -Customer Satisfaction How to do these? How to do these? How to do these?
  21. 21. Only a small fraction of posts are automatically rated positive or negative by social media monitoring tools 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 A Caution About Sentiment Classifying Data
  22. 22. While the accuracy of sentiment rating is reported by tool vendors as 60% accurate, in practice we frequently observe error rates greater than 50% Positive Rated Post Of Those, Many are Wrong Classifying Data
  23. 23. Key Takeaway The primary dimensions of social media measurement are behavioral: topic, sentiment, source, influencer, impact. Use of automated sentiment is not recommended at this time Classifying Data
  24. 24. WHAT DOES IT ALL MEAN?
  25. 25. Can you quantify the ROI of social media?* Social Media presence is a reaction to an entire brand interacting with the world. Using Social Media metrics as a component of measuring the health of your Social Capital offers a more useful framework for reporting Social Media Framework *Adobe Omniture Newsletter Context
  26. 26. <ul><li>Social Mentions can generate insight into the value of your Social Capital in the context of your competitive environment. </li></ul><ul><li>Insight in to factors such as: </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>Marketing Impact </li></ul><ul><li>Customer Satisfaction </li></ul>Evaluating Social Capital Context
  27. 27. To Create a context around social media data, it is useful to relate the classifications and metrics to meaningful business issues/initiatives: What is there to Measure Context
  28. 28. There are a variety of techniques for measuring current brand strength and shifts as well as shift drivers. What is there to Measure Context
  29. 29. Numbers and Trends vs. Competitors by brand and topic provide powerful context: What is there to Measure Context
  30. 30. Tracking the social arc of your marketing and content efforts opens up better knowledge about “early-stage” and branding campaigns: What is there to Measure Context
  31. 31. Tracking the social arc of your marketing and content efforts opens up better knowledge about “early-stage” and branding campaigns: What is there to Measure Context
  32. 32. SHOW AND TELL (WHEN IT COMES TO METRICS, SOMETIMES YOU DO HAVE TO YELL)
  33. 33. Measuring Off-site behaviors adds a new dimension to the engagement funnel and provides a deeper understanding of opportunity: Social Broadens the Funnel 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) Dashboarding
  34. 34. One huge plus to social reporting is that it allows for direct comparison with competitors: Competition as Context Share of Brand Mentions Remote Linux X.11 Lock Manage software Enterprise Mask Secure IBM Performance choose firewall Remote energy scale Topic Mentions Distribution Brand Characteristics Dashboarding
  35. 35. Spatial representations map mentions to mindshare – and show the potential social space for an industry or topic: Measuring MindShare “ Solar System” Diagram Dashboarding
  36. 36. Competitive Analysis solutions allow you to track the upstream and downstream movements between sites and map this to mindshare wins: Track Shifts in Site Flow Dashboarding
  37. 37. #1 Entry Page = Home Page 55% of Visits 45% *Bounce *Bounce – one page and out **Exit – last page touched You Home Page Google.com Yahoo.com Twitter Facebook Referring sites? Just one of many entry pages? What pages do they go to from the home page Track Shifts in Site Flow Focus on the outages   Page Name % Status 1. **Exit 1 39% 2. Search Results 18% 3. To help 16% 4. Articles 9% Dashboarding
  38. 38. You can use topic specificity to understand the degree to which key influencer’s really matter to specific interest areas: Tracking Influencer Shifts Dashboarding
  39. 39. 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: Tracking Influencer Shifts Dashboarding
  40. 40. Your site is still the ultimate hub for online – tracking performance by channel, customer and visit type closes the loop on social performance. Site Hub Effectiveness Dashboarding
  41. 41. DashingBOARDING - A PROCESS Monday Tuesday Wednesday Monday Responsible Parties : Thursday Friday Source of data : Format : Key dependencies:
  42. 42. <ul><li>Social Media Dashboarding begins with the 3 C’s: </li></ul><ul><ul><li>Culling: Getting the Right Data from the River </li></ul></ul><ul><ul><li>Classification: Organizing the data by Topic, Influencer, Sentiment, Source, and Impact </li></ul></ul><ul><ul><li>Context: Linking the social metrics within each classification to real business issues </li></ul></ul>Key Takeaways Framework
  43. 43. Thank you! <ul><li>This presentation will be posted @ </li></ul><ul><ul><li>http://www.semphonic.com </li></ul></ul><ul><ul><li>www.slideshare.net/skwilder </li></ul></ul><ul><ul><li>www.wildervoices.com </li></ul></ul>
  44. 44. For more information….. <ul><li>Gary Angel: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Blog: http://semphonic.blogs.com/semangel/ </li></ul></ul><ul><ul><li>@garyangel </li></ul></ul><ul><li>Scott K. Wilder </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>New blog: http://www.wildervoices.com </li></ul></ul><ul><ul><li>@skwilder </li></ul></ul><ul><ul><li>For other presentations: http://www.slideshare.net/skwilder </li></ul></ul>

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