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Skyfollow Consulting Group
Social Media Sensing Improves Your Strategy

      Introduction to Social Media Analytics


            Chris Rigatuso, Anand Nagarajan
                     SCG Analytics

                  info@skyfollow.com
Mission Statement


       Design, Execute and Measure
         Social Media Campaigns
            for Strategic Goals


Visualize Strategy & Execute Against Metrics
SCG Social Media Analytics Introduction
What is Social Media?

The digital content on
various websites and
internet applications created
by individuals for individuals
that is publicly viewable.
Eg: Twitter, Linkedin, Digg, Facebook,
Forums, Msg Boards, etc…
What are Analytics?

Analytics                                    Analytics Facets
Methods with tools & data                    Data Selection
sets that allow the                          Data Cleansing
visualization, numerical                     Data Format Translation
performance metrics and                      Model Design
strategic decisions
                                             Report and Dashboard Design
Right Data, Right Decisions


                                Text
                              Comments
                                Links
                               Images
               Why is it       Videos
               HARD?           Ratings
                                Votes
                                Polls
How do you tackle
this mess and
make good
progress?


What skills are
missing?
SCG Social Media Analytics Introduction
How do customers inform each other using Social Media?
                 Do you measure their effects?
         Why have a campaign that ignores those effects?




                                    Do you see why this is Non-linear?
Social Media Sensing

Your Benefits are the results from Decisions and Actions
             One time, short term or ongoing
   You will be able to
   1. See holes and opportunities
   2. Know where to focus
   3. Formulate correct strategy
   4. Know what to say and on which media
   5. Find problems with competitors to exploit
   6. Know best topics on which to commit or avoid
   7. Know most influential bloggers and leaders who are
       visible
   8. Drill down to most relevant articles by various criteria
Revenue Models
   Visualize                                   Forecasting
                                            Cash Flow Models
                                                                                         Interlocking
                                             Investors Pres
                              Market                           Loyalty Drivers
Strategy                     Research       Segmentation
                                                                 Referrals
                                                                                           Synergy
                                               Pricing
                                             Customer
                                              Portfolio             Optimize
                         Competitive
                                                                System Lock-in
                         Landscape
                                                               Preference Loyalty
                                            The Core
                                            Marketing
                        Story Creation      Strategy &
                              PR                                    Refining
                           Strategy
                                           Measurement            Competitive              Define
       Creative                                                                     Self-service Training
                          Evaluation                              Intelligence
      Animation                                                                      For low Customer
      Visualize                                Media                                  Acquisition Cost
    Differentiation                          Contextual
                    Reduce                     Social                     Expand Sales
                  Sales Cycles                  PPC                        Training &
                   Enhance                                                  vehicles
                 Comprehension
                                                               Evaluate &
                                   Video Distribution
                                                                Engage
                                      Tagging for
                                                           Strategic Partners
                                 External Engagement


       Synergies Rule: From Story, Positioning, Strategy, Visualization, Content and Analytics
The Problem is not Lack of Data, its Actionable Analytics
                  This requires judgment, data quality, transformation, tools
                   selection and usage and marketing strategy experience.


  Project Start          Strategy                   Collection                  Findings
  Products               Combinations               Accumulate                  Influencers
  Competitors            Load all Terms             Validate                    Customers
                                                                                Competitors
  Desires                Ranks for                  Compare
                                                                                Risks
  Complaints             Analytics Depth            Extract                     Opportunities




  Strategic                                                                             Domain +
Stakeholders       Proprietary Tools              Tool Sophistication                    Data +
  Interviews       And Techniques                   Data Analysis                       Strategy
Brainstorming        And Planning                                                      Experience
Hard Questions
•   What should we be doing now in Social Media?
•   What benefits can we achieve in Short Term ?
•   What is it Worth ?
•   How can we measure ROI ?
•   Does it only pertain to Marketing ?
•   If we are Listening, how do we measure value?
•   Who needs to champion and support the initiative?
•   What skills are necessary for the whole process?
•   Are there industry best practices?
•   How should we pick the team and consulting firm?
•   How do we avoid wasting time and effort?
People move you Up - Not Tools

3. Social Media Sensing:

Analyzing the Right Information for the Right Goal, with the willingness
and capability to act on decisions throughout the organization


2. Social Media Listening:

Finding customers, and influencers and organizing their conversations



1. Social Media Monitoring:

Finding data and filling up tools and reports to see the noise
More Benefits: Dramatic Time Compression for Strategic
                         Advantage

Projects        Burdens Before          Now with SCG               $ Value Improvement

Market          Man months              Days, weeks < 3            Meet Market window deadlines
Research        Manual statistics

PR/Media        Limited scope           Days, weeks < 3            Meet competitive visibility goals
planning        Selected pubs
                Manual selection
                Manual metrics
Competitive     Published research      Days, weeks < 3            Compare reactions, popularity,
Intelligence    Paid to test products                              sharing and penetration of other
                Convenience sample                                 firms.

Product Mgmt,   Best customers before   Dynamically segment        Discover new segments
focus groups,   may be worst now with   existing and potential     Avoid losses on existing
surveys         negative CLV            customers without          segments
                calculations complete   permission and selection   Discover unmet needs
                                        bias
                                                                   $X per segment
Start with People  Navigate Social Network  Customers
                            I
                        Interest
                       & Incentive


            T                                E
                                          Interaction
      Transactions
                                        & Engagement

                            S
                         Structure
                     Links & Pathways

      C                                              B
                                          Behavior
          Content                          Actions
How do you leverage your Social Graph?
           How could you?
Sample Customer Case Studies
•   Product Management: Handset Mfg: measuring customer loyalty
    models of smartphones, problems, opportunities and competitive
    features and functions

•   Legal Support: Online Ticketing mega merger: measuring trends in
    sentiment, behavior, brand reputation, trust and reaction to legal
    proceedings, price fixing and controlling access to ticket inventory

•   PR Strategy: Iphone Apps: competitors use of media, volume, topics
    to inform launch strategy, competitive weaknesses, and leverage PR
    techniques

•   Marketing and Partner Strategy: Open Source database: competitors
    use of bloggers and conflicts of interest and affiliations across the
    industry

•   E-commerce: Online Insurance: competitors use of keywords for
    tracking issues for positioning new insurance products online, SEO
    strategy. Forecasting potential volume and engagement
Ranking Pain Points: Billing is a Hotter Topic
Revealing Influence and Motivation
     Which Bloggers have Conflicts?
       How Influential are they?
We Customize dashboards to tell Your story for Your Goals
     Awareness per channel          Sales per channel




          Cost per channel             ROI per channel
Recognize Strategy as Process
    Plan for Feedback Loops to Reveal and Leverage New Truths


                                        Improve
                                       Competitive
                                        Position




            Incentivize                                        Leverage
            New Online                                        New Online
            Behaviours                                         Channels



User Behaviours include Actions                LISTEN   Usage, attitudes, beliefs
Creating: User Generated Content               LEARN    Opportunities, Threats, Risks
Messages aligned to Brand Promise?
                            Promise?           ADAPT    Product, Process, People
Results reflect Brand Promise Goals?
                              Goals?           OPTIMIZATION ADAPTS ROI
Reasons to Partner with SCG

• Analytics Depth in Marketing performance data. Statistics,
  Dashboards, Decisions. Not limited to marketing metrics.
• Analytics data sources and dashboard or reporting views are
  customized to your needs, your decision style
• Technical Depth in using tools, sources, APIs and databases
  where needed
• Creative Power. Visual. Strategic.
• Theoretical Foundations, Broad Research Access
• Content Production. HD Video, Sound, Music, Animation
• Practical experience, strong in facilitation, training; mature
  politically sensitive client engagement experience
SCG Partner Network
•   Display and Ad Networks Mediahour.com
                            Mediahour.com

•   SEM & PPC Campaigns
    PPCassociates.com
    PPCassociates.com

•   Multi-channel analytics and reporting
    customization and data source controls
    Adigami.com
    Adigami.com

•   Marketing ROI and Sales strategy process &
    metrics. Lenskold.com
             Lenskold.com

•   Search Engine Optimization and Web
    Analytics. AnalyticsPros.com
               AnalyticsPros.com

•   Site Design User Experience E-commerce.
    Naviscent.com

•   Brand Metrics. BrandMeaning.com
                   BrandMeaning.com

•   Brand Strategy. TotemBrands.com
                    TotemBrands.com
Skyfollow Contact
   Chris Rigatuso

cr@skyfollow.com
  +1 (650) 274-1045

www.skyfollow.com


  General inquiries

Info@skyfollow.com

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SCG Social Media Analytics Introduction

  • 1. Skyfollow Consulting Group Social Media Sensing Improves Your Strategy Introduction to Social Media Analytics Chris Rigatuso, Anand Nagarajan SCG Analytics info@skyfollow.com
  • 2. Mission Statement Design, Execute and Measure Social Media Campaigns for Strategic Goals Visualize Strategy & Execute Against Metrics
  • 4. What is Social Media? The digital content on various websites and internet applications created by individuals for individuals that is publicly viewable. Eg: Twitter, Linkedin, Digg, Facebook, Forums, Msg Boards, etc…
  • 5. What are Analytics? Analytics Analytics Facets Methods with tools & data Data Selection sets that allow the Data Cleansing visualization, numerical Data Format Translation performance metrics and Model Design strategic decisions Report and Dashboard Design Right Data, Right Decisions Text Comments Links Images Why is it Videos HARD? Ratings Votes Polls
  • 6. How do you tackle this mess and make good progress? What skills are missing?
  • 8. How do customers inform each other using Social Media? Do you measure their effects? Why have a campaign that ignores those effects? Do you see why this is Non-linear?
  • 9. Social Media Sensing Your Benefits are the results from Decisions and Actions One time, short term or ongoing You will be able to 1. See holes and opportunities 2. Know where to focus 3. Formulate correct strategy 4. Know what to say and on which media 5. Find problems with competitors to exploit 6. Know best topics on which to commit or avoid 7. Know most influential bloggers and leaders who are visible 8. Drill down to most relevant articles by various criteria
  • 10. Revenue Models Visualize Forecasting Cash Flow Models Interlocking Investors Pres Market Loyalty Drivers Strategy Research Segmentation Referrals Synergy Pricing Customer Portfolio Optimize Competitive System Lock-in Landscape Preference Loyalty The Core Marketing Story Creation Strategy & PR Refining Strategy Measurement Competitive Define Creative Self-service Training Evaluation Intelligence Animation For low Customer Visualize Media Acquisition Cost Differentiation Contextual Reduce Social Expand Sales Sales Cycles PPC Training & Enhance vehicles Comprehension Evaluate & Video Distribution Engage Tagging for Strategic Partners External Engagement Synergies Rule: From Story, Positioning, Strategy, Visualization, Content and Analytics
  • 11. The Problem is not Lack of Data, its Actionable Analytics This requires judgment, data quality, transformation, tools selection and usage and marketing strategy experience. Project Start Strategy Collection Findings Products Combinations Accumulate Influencers Competitors Load all Terms Validate Customers Competitors Desires Ranks for Compare Risks Complaints Analytics Depth Extract Opportunities Strategic Domain + Stakeholders Proprietary Tools Tool Sophistication Data + Interviews And Techniques Data Analysis Strategy Brainstorming And Planning Experience
  • 12. Hard Questions • What should we be doing now in Social Media? • What benefits can we achieve in Short Term ? • What is it Worth ? • How can we measure ROI ? • Does it only pertain to Marketing ? • If we are Listening, how do we measure value? • Who needs to champion and support the initiative? • What skills are necessary for the whole process? • Are there industry best practices? • How should we pick the team and consulting firm? • How do we avoid wasting time and effort?
  • 13. People move you Up - Not Tools 3. Social Media Sensing: Analyzing the Right Information for the Right Goal, with the willingness and capability to act on decisions throughout the organization 2. Social Media Listening: Finding customers, and influencers and organizing their conversations 1. Social Media Monitoring: Finding data and filling up tools and reports to see the noise
  • 14. More Benefits: Dramatic Time Compression for Strategic Advantage Projects Burdens Before Now with SCG $ Value Improvement Market Man months Days, weeks < 3 Meet Market window deadlines Research Manual statistics PR/Media Limited scope Days, weeks < 3 Meet competitive visibility goals planning Selected pubs Manual selection Manual metrics Competitive Published research Days, weeks < 3 Compare reactions, popularity, Intelligence Paid to test products sharing and penetration of other Convenience sample firms. Product Mgmt, Best customers before Dynamically segment Discover new segments focus groups, may be worst now with existing and potential Avoid losses on existing surveys negative CLV customers without segments calculations complete permission and selection Discover unmet needs bias $X per segment
  • 15. Start with People  Navigate Social Network  Customers I Interest & Incentive T E Interaction Transactions & Engagement S Structure Links & Pathways C B Behavior Content Actions
  • 16. How do you leverage your Social Graph? How could you?
  • 17. Sample Customer Case Studies • Product Management: Handset Mfg: measuring customer loyalty models of smartphones, problems, opportunities and competitive features and functions • Legal Support: Online Ticketing mega merger: measuring trends in sentiment, behavior, brand reputation, trust and reaction to legal proceedings, price fixing and controlling access to ticket inventory • PR Strategy: Iphone Apps: competitors use of media, volume, topics to inform launch strategy, competitive weaknesses, and leverage PR techniques • Marketing and Partner Strategy: Open Source database: competitors use of bloggers and conflicts of interest and affiliations across the industry • E-commerce: Online Insurance: competitors use of keywords for tracking issues for positioning new insurance products online, SEO strategy. Forecasting potential volume and engagement
  • 18. Ranking Pain Points: Billing is a Hotter Topic
  • 19. Revealing Influence and Motivation Which Bloggers have Conflicts? How Influential are they?
  • 20. We Customize dashboards to tell Your story for Your Goals Awareness per channel Sales per channel Cost per channel ROI per channel
  • 21. Recognize Strategy as Process Plan for Feedback Loops to Reveal and Leverage New Truths Improve Competitive Position Incentivize Leverage New Online New Online Behaviours Channels User Behaviours include Actions LISTEN Usage, attitudes, beliefs Creating: User Generated Content LEARN Opportunities, Threats, Risks Messages aligned to Brand Promise? Promise? ADAPT Product, Process, People Results reflect Brand Promise Goals? Goals? OPTIMIZATION ADAPTS ROI
  • 22. Reasons to Partner with SCG • Analytics Depth in Marketing performance data. Statistics, Dashboards, Decisions. Not limited to marketing metrics. • Analytics data sources and dashboard or reporting views are customized to your needs, your decision style • Technical Depth in using tools, sources, APIs and databases where needed • Creative Power. Visual. Strategic. • Theoretical Foundations, Broad Research Access • Content Production. HD Video, Sound, Music, Animation • Practical experience, strong in facilitation, training; mature politically sensitive client engagement experience
  • 23. SCG Partner Network • Display and Ad Networks Mediahour.com Mediahour.com • SEM & PPC Campaigns PPCassociates.com PPCassociates.com • Multi-channel analytics and reporting customization and data source controls Adigami.com Adigami.com • Marketing ROI and Sales strategy process & metrics. Lenskold.com Lenskold.com • Search Engine Optimization and Web Analytics. AnalyticsPros.com AnalyticsPros.com • Site Design User Experience E-commerce. Naviscent.com • Brand Metrics. BrandMeaning.com BrandMeaning.com • Brand Strategy. TotemBrands.com TotemBrands.com
  • 24. Skyfollow Contact Chris Rigatuso cr@skyfollow.com +1 (650) 274-1045 www.skyfollow.com General inquiries Info@skyfollow.com