Deck from "Advanced Integrations of Social Media Analytics" workshop at SXSW 2011.
Workshop featured: Blake Robinson, Chris Lightner, Margaret Francis, Megan Costello and Susan Etlinger
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
A presentation to Culture24 to stimulate discussion around how cultural organisations can measure their social media activity. Includes a framework to map outcomes to objectives, understanding influence & sentiment and thoughts on visualising conversation.
The document provides tips for optimizing posts on Facebook brand pages to maximize impressions via newsfeeds. It notes that over 90% of fans do not revisit pages, so posts are important for driving impressions. It recommends using compelling photo or video posts; understanding and optimizing for the EdgeRank algorithm which considers user affinity, engagement weight, and post freshness; posting at optimal times; and creating a content calendar. The high-level goal is to generate engaging content that increases user interactions and drives higher reach and impressions for brand pages on Facebook.
As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
Social Media Best Practices in the Hospitality IndustryDr Matt McDougall
Hotels and the Hospitality industry as a whole has undergone some changes due to the rise and growth of social media. This presentation provides some practical approaches for hoteliers to leverage social media marketing.
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
A presentation to Culture24 to stimulate discussion around how cultural organisations can measure their social media activity. Includes a framework to map outcomes to objectives, understanding influence & sentiment and thoughts on visualising conversation.
The document provides tips for optimizing posts on Facebook brand pages to maximize impressions via newsfeeds. It notes that over 90% of fans do not revisit pages, so posts are important for driving impressions. It recommends using compelling photo or video posts; understanding and optimizing for the EdgeRank algorithm which considers user affinity, engagement weight, and post freshness; posting at optimal times; and creating a content calendar. The high-level goal is to generate engaging content that increases user interactions and drives higher reach and impressions for brand pages on Facebook.
As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
Social Media Best Practices in the Hospitality IndustryDr Matt McDougall
Hotels and the Hospitality industry as a whole has undergone some changes due to the rise and growth of social media. This presentation provides some practical approaches for hoteliers to leverage social media marketing.
1. Facebook is the most popular social media site in Puerto Rico, with 1.3 million active users who spend an average of 8 hours and 8 minutes per month on the site.
2. A social media plan outlines developing a Facebook page community, growing and engaging fans through content and promotions, and strengthening loyalty.
3. The plan details services like building a Facebook page, recruiting new fans through ads, managing fan engagement with posts, and creating a promotional application to drive word-of-mouth sharing.
This document discusses using Facebook as a marketing and sales channel. It proposes building fan engagement through mechanisms like contests and promotions to grow a fan base. It also discusses implementing loyalty programs on Facebook through social credits earned from experiences that can be redeemed for discounts and upgrades. Whitefire Social is presented as a partner that can help set up and analyze various social media promotions on Facebook and other channels.
Wine Social Media and Mobile App Seminar in BlenheimBruce McGechan
This document summarizes a wine marketing seminar on using social media and apps to sell more wine. The seminar covers principles of social media engagement, including connecting with an audience, encouraging participation and sharing, and influencing customers. It also discusses effective social media practices like authenticity, interactions, advocacy and branding. Specific platforms like Facebook, photos and contests are explored as tactics to boost engagement. Metrics and testing are also reviewed to measure social media's impact on sales.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Nick Garner & James Daly - Google+ & Unibet - ionSearch 2012ionSearch Conference
This document discusses Unibet's strategy for using Google+ for marketing purposes. It introduces Nick Garner as Head of Search at Unibet and James Daly as their new Online PR Executive focused on Google+. Several metrics for engagement on Google+ are listed, and the document outlines Unibet's current approach, including setting up a Google+ page and page circles. Both Nick and James provide concluding thoughts, with Nick saying engagement is important regardless of the platform and James noting potential but also current limitations of Google+.
The document discusses how content distribution has changed from a one-way mass communication model to an interactive model driven by individual customers. It emphasizes the importance of understanding who wants your content and leveraging different channels like social media, video, and mobile to deliver the right message to the right audience. Content must be optimized for sharing across networks to stand out amid increasing disruption in the digital landscape.
This document provides an overview of using Facebook Insights to measure and monitor Facebook marketing. It discusses key metrics like Reach, Engaged Users, and Consumers. It also covers how to find this data in the Facebook Insights tool, including page-level and post-level exports that provide more detailed metrics. The document recommends analyzing metrics over time and comparing ratios to determine what strategies and content are most effective. It also mentions some third-party tools that can supplement Facebook Insights data.
Brian groth’s quick guide to social media v3Brian Groth
The document provides guidance on using social media as part of an overall marketing strategy. It recommends starting with owned media like a website and blog, then using earned media like social networks to drive traffic to owned properties. Paid media like ads can then direct large audiences to owned or earned media sites. The document outlines best practices for each type of media, including consistency, analyzing results, engaging communities and targeting influencers.
This document discusses using social media marketing, particularly Facebook, for local Portland businesses. It provides statistics on Facebook usage and explains how Facebook can help businesses get found online, convert visitors into leads, and analyze and improve performance. Specifically, the document outlines how to use Facebook for targeted advertising and organic sharing by listening to what audiences are interested in and creating engaging content. It also discusses metrics for measuring the success of Facebook marketing campaigns.
Social Media Best Practices and Trends for Building Event BuzzErica Campbell Byrum
Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012.
An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans.
Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.
This document provides tips on personal and corporate online branding. It discusses the importance of personal online branding by monitoring your digital footprint and creating consistent brand messages across social media profiles and blogs. For corporate online branding, it recommends that companies listen to social media conversations, control negative discussions, and manage their online presence. It also presents examples of how negative social media campaigns have impacted corporate brands and stock prices. Finally, it outlines frameworks for measuring social media awareness, consideration, loyalty, and advocates for brands.
Facebook exchange overview - november 2012Brian Groth
The Facebook Exchange (FBX) allows advertisers to buy targeted Facebook inventory through demand-side platforms. FBX uses third-party data and Facebook user information to target ads without sharing personal user data. Early results show FBX driving better performance than other ad exchanges, with higher returns on ad spend and lower costs-per-acquisition. FBX provides advertisers access to Facebook's large audience in a real-time bidding model.
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
This document provides an overview of social media strategies for real estate companies. It discusses measuring the impact of social media on brand reputation and sales. The presentation recommends developing a social media strategy, creating accounts on key networks like Facebook and Twitter, engaging audiences with compelling visual content and contests, and measuring engagement and reputation through analytics and reputation management tools. It also discusses partnering with For Rent Media Solutions for social media management, advertising, and reporting services.
What Makes A Great Facebook Ad Campaign — Justin Kistner (Social Fresh WEST ...Social Fresh Conference
The document discusses what makes a great Facebook ad campaign. It provides examples of small spend campaigns (less than $50k/month focused on cost effectiveness and direct ROI) and big spend campaigns ($500k-1M+/month focused on brand building and consideration). It then outlines different ad formats like page posts, page like ads, and sponsored stories. Finally, it shares case studies of campaigns for a mobile phone manufacturer and snack brand that tested different ad units and formats to maximize metrics like fan growth, installs, and engagement.
Social Media Strategy - Moving Beyond the "How to"John Chen
Every day associations are jumping on the social media bandwagon before thinking about what is best for their organizations. Chances are your organization has signed up for Twitter, Facebook, LinkedIn and more, and now you're wondering what to do, how to manage these outposts, and how to fit them into your strategic initiatives. Gain a high-level view of how to effectively leverage your social media program, with a strong emphasis on strategy, approach, and business value. Go beyond the basics to the 30,000 foot view of what these technologies mean for your association.
This was presented at ASAE's 2011 Technology Conference in Washington, DC on December 7-8, 2011.
1. Facebook is the most popular social media site in Puerto Rico, with 1.3 million active users who spend an average of 8 hours and 8 minutes per month on the site.
2. A social media plan outlines developing a Facebook page community, growing and engaging fans through content and promotions, and strengthening loyalty.
3. The plan details services like building a Facebook page, recruiting new fans through ads, managing fan engagement with posts, and creating a promotional application to drive word-of-mouth sharing.
This document discusses using Facebook as a marketing and sales channel. It proposes building fan engagement through mechanisms like contests and promotions to grow a fan base. It also discusses implementing loyalty programs on Facebook through social credits earned from experiences that can be redeemed for discounts and upgrades. Whitefire Social is presented as a partner that can help set up and analyze various social media promotions on Facebook and other channels.
Wine Social Media and Mobile App Seminar in BlenheimBruce McGechan
This document summarizes a wine marketing seminar on using social media and apps to sell more wine. The seminar covers principles of social media engagement, including connecting with an audience, encouraging participation and sharing, and influencing customers. It also discusses effective social media practices like authenticity, interactions, advocacy and branding. Specific platforms like Facebook, photos and contests are explored as tactics to boost engagement. Metrics and testing are also reviewed to measure social media's impact on sales.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Nick Garner & James Daly - Google+ & Unibet - ionSearch 2012ionSearch Conference
This document discusses Unibet's strategy for using Google+ for marketing purposes. It introduces Nick Garner as Head of Search at Unibet and James Daly as their new Online PR Executive focused on Google+. Several metrics for engagement on Google+ are listed, and the document outlines Unibet's current approach, including setting up a Google+ page and page circles. Both Nick and James provide concluding thoughts, with Nick saying engagement is important regardless of the platform and James noting potential but also current limitations of Google+.
The document discusses how content distribution has changed from a one-way mass communication model to an interactive model driven by individual customers. It emphasizes the importance of understanding who wants your content and leveraging different channels like social media, video, and mobile to deliver the right message to the right audience. Content must be optimized for sharing across networks to stand out amid increasing disruption in the digital landscape.
This document provides an overview of using Facebook Insights to measure and monitor Facebook marketing. It discusses key metrics like Reach, Engaged Users, and Consumers. It also covers how to find this data in the Facebook Insights tool, including page-level and post-level exports that provide more detailed metrics. The document recommends analyzing metrics over time and comparing ratios to determine what strategies and content are most effective. It also mentions some third-party tools that can supplement Facebook Insights data.
Brian groth’s quick guide to social media v3Brian Groth
The document provides guidance on using social media as part of an overall marketing strategy. It recommends starting with owned media like a website and blog, then using earned media like social networks to drive traffic to owned properties. Paid media like ads can then direct large audiences to owned or earned media sites. The document outlines best practices for each type of media, including consistency, analyzing results, engaging communities and targeting influencers.
This document discusses using social media marketing, particularly Facebook, for local Portland businesses. It provides statistics on Facebook usage and explains how Facebook can help businesses get found online, convert visitors into leads, and analyze and improve performance. Specifically, the document outlines how to use Facebook for targeted advertising and organic sharing by listening to what audiences are interested in and creating engaging content. It also discusses metrics for measuring the success of Facebook marketing campaigns.
Social Media Best Practices and Trends for Building Event BuzzErica Campbell Byrum
Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012.
An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans.
Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.
This document provides tips on personal and corporate online branding. It discusses the importance of personal online branding by monitoring your digital footprint and creating consistent brand messages across social media profiles and blogs. For corporate online branding, it recommends that companies listen to social media conversations, control negative discussions, and manage their online presence. It also presents examples of how negative social media campaigns have impacted corporate brands and stock prices. Finally, it outlines frameworks for measuring social media awareness, consideration, loyalty, and advocates for brands.
Facebook exchange overview - november 2012Brian Groth
The Facebook Exchange (FBX) allows advertisers to buy targeted Facebook inventory through demand-side platforms. FBX uses third-party data and Facebook user information to target ads without sharing personal user data. Early results show FBX driving better performance than other ad exchanges, with higher returns on ad spend and lower costs-per-acquisition. FBX provides advertisers access to Facebook's large audience in a real-time bidding model.
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
This document provides an overview of social media strategies for real estate companies. It discusses measuring the impact of social media on brand reputation and sales. The presentation recommends developing a social media strategy, creating accounts on key networks like Facebook and Twitter, engaging audiences with compelling visual content and contests, and measuring engagement and reputation through analytics and reputation management tools. It also discusses partnering with For Rent Media Solutions for social media management, advertising, and reporting services.
What Makes A Great Facebook Ad Campaign — Justin Kistner (Social Fresh WEST ...Social Fresh Conference
The document discusses what makes a great Facebook ad campaign. It provides examples of small spend campaigns (less than $50k/month focused on cost effectiveness and direct ROI) and big spend campaigns ($500k-1M+/month focused on brand building and consideration). It then outlines different ad formats like page posts, page like ads, and sponsored stories. Finally, it shares case studies of campaigns for a mobile phone manufacturer and snack brand that tested different ad units and formats to maximize metrics like fan growth, installs, and engagement.
Social Media Strategy - Moving Beyond the "How to"John Chen
Every day associations are jumping on the social media bandwagon before thinking about what is best for their organizations. Chances are your organization has signed up for Twitter, Facebook, LinkedIn and more, and now you're wondering what to do, how to manage these outposts, and how to fit them into your strategic initiatives. Gain a high-level view of how to effectively leverage your social media program, with a strong emphasis on strategy, approach, and business value. Go beyond the basics to the 30,000 foot view of what these technologies mean for your association.
This was presented at ASAE's 2011 Technology Conference in Washington, DC on December 7-8, 2011.
Elements of an Effective Social Media StrategyVisitTheLab
Social media is like a chemical experiment that requires defining objectives, developing a strategic formula, and monitoring the reaction. The formula includes elements like purpose, amplification, continuity, authenticity, accountability and using optimal tools to engage in integrated messaging through owned, earned and paid channels. Success requires defining goals, listening to conversations, engaging authentically with relevant content on an ongoing basis, and measuring and modifying the strategy based on analyzing results.
Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
This document summarizes a webinar about using Pinterest analytics and social media ROI. The webinar covers measuring key Pinterest metrics like pinners, pins, boards, traffic and sales. It discusses identifying influential pinners and optimizing content. The webinar also explains how to run Pinterest promotions to drive engagement. Finally, it introduces the Pinfluencer tool for Pinterest marketing and analytics.
R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your On...R2integrated
This document summarizes a presentation by R2integrated about using social media to build online communities. R2integrated is a full-service digital marketing agency with over 90 employees specializing in social media, websites, and technology. The presentation discusses challenges non-profits face, the importance of social media, best practices for social media use, and how to measure social media effectiveness. Key recommendations include using social media for insights, distribution, community building, and bridging owned and unowned platforms through analytics.
Cutting through the Noise- Simplifying & Socializing Alison Engelsman
Alison Engelsman presented on using social media for recruiting. She discussed building a social recruiting framework including securing buy-in, developing policies, choosing tools and metrics, engagement strategies, and continuous evaluation. Engelsman emphasized the importance of an authentic social presence, adding value through quality content, and engaging in two-way conversations to build communities. She noted social recruiting requires trial and error, time, and should be an enjoyable process.
Using Measurement Tools to Gain Insights into your Social Media AudienceDr Matt McDougall
My presentation that I delivered at SES Hong Kong (21st Sept 2011).
Interesting case study on Mercedes-Benz using social media analytics to determine social media engagement, share of voice, geographic coverage and volume of online buzz (only a few of the many data points from the research)...
A useful presentation for people wanting more information about this type of technology.
Dr Mathew McDougall's SES presentation (Sept 22nd, Hong Kong). A presentation outlining the difference between monitoring and measurement in social media. Specifically, exploring a Chinese social media analytics technology known as "SIP:Enterprise"
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...Laura Norvig
This document summarizes a presentation on cultivating user-generated content through online communities. The presentation covered listening to online conversations, curating and highlighting user content, and a case study of a summer challenge campaign by KaBOOM! that successfully engaged users to map and review playgrounds. Tips included finding where user interests meet organizational goals, providing high-touch support, and giving solutions rather than restricting users.
Paid, Earned & Owned: Social Media OpportunitiesDustin Jacobsen
The document summarizes key aspects of social media, including paid, earned, and owned media. It discusses major social platforms like Facebook and Twitter, and how brands can leverage them. It also covers metrics for evaluating social media performance and provides examples of brand campaigns on different platforms.
The document discusses social media monitoring and measurement. It defines monitoring as watching conversations to determine a course of action, while measurement is quantifying online activity to establish success. Key differences between monitoring and measurement data are explained. Recommendations are provided on tools for both monitoring and measurement, and how to set goals and select appropriate reports.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This document discusses how telcos can use social media for marketing. It begins by defining social media and its adoption rates. It then discusses how social media affects telcos and how they can develop strategies using platforms like blogs, YouTube, Facebook, and Twitter to acquire and engage customers. Case studies of telcos like Brantley Telephone Company and SRT Communications are provided that show how social media helped drive traffic and build relationships. The document concludes by noting that marketers plan to increase their use of key social media platforms.
This document provides an overview of how social media can be leveraged across various business functions like marketing, customer service, and sales. It outlines the core disciplines of social media management and how they map to the phases of developing a social media program. It then provides specific lessons and recommendations for developing a comprehensive social media strategy and tactics, including defining goals, setting metrics, identifying foundational tactics across platforms like Facebook, Twitter, blogs, and the company website. Sample campaigns, contests, and engagement strategies are also proposed.
social recruiting metrics - JLee + jobviteJessica Lee
This document discusses 7 ways to measure social recruiting return on investment (ROI). It begins by introducing the author and why she chose this topic. The document then outlines both quantitative and qualitative metrics that can be used to measure social recruiting ROI, including eyeballs/traffic, comments/mentions, fans/followers, costs, influence, engagement, and information quality. Specific tools that can help measure these metrics are also presented. The document emphasizes that social media is one tool among many and not a magic bullet on its own.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
2. Advanced Integrations of Social Media Analytics
1. Objectives Based Strategy
2. Understand where conversations occur
3. Social Media Metrics
4. Demos
5. Social Media Reporting
6. Shaky Metrics
7. A Number Is Not a Decision
8. Integrated Program Design
3. Presenters
Blake Robinson, Rackspace @blake
Susan Etlinger, Altimeter @setlinger
Megan Costello, Crimson Hexagon @megcos
Margaret Francis, MarketLive
@margaretfrancis
Chris Lightner, Edelman @clightner
#socialmeasure
5. Objectives differ by level
Corporate
Risk
management Business unit
Consistency
Leadership
development
& culture
across brands
Brand
Social strategist
& COE
Community
Engagement
Channel focus manager &
metrics
education
Value metrics ROI metrics
Source: Jeremiah Owyang, Altimeter Group
6. Use appropriate metrics at each level
Corporate Business metrics: revenue, CSAT,
reputation.
LOB/Geo Social media analytics: Insights, share
Stakeholders of voice, resonance, WOM.
Social Engagement metrics:
Strategist/Community fans, followers, clicks.
Manager
Source: Jeremiah Owyang, Altimeter Group
6
7. The new lifetime value calculation
• Percent that refer
+ Value of purchases • Size of their networks
-Cost of acquisition • Percent of referred
+ Value of new customers from people who purchase
referrals • Value of purchases
+ Value of insights
• Percent that provide
+ Value of support
support
+ Value of ideas
____________________ • Frequency and value of
= Customer lifetime value the support
Source: Charlene Li, Altimeter Group
8. Objective Setting Exercise
Assess current state: Envision future state:
1) Categorize your use case: 1) What are you trying to
social media marketing, achieve with social media?
PR, brand marketing, or
2) What do you want to
executive, support
measure? Why?
2) What are you currently
3) What would the ideal
doing with social media?
social media analytics
Why?
program be able to tell
3) What are you currently you?
measuring? Why?
18. Assembling Metrics into KPIs
Measurement Attention Engagement Authority Influence Sentiment
• Unique Visits
• Total Interactions • Total “Likes” • On-Message
Chris’ Slide • Impressions • External Links to
• Fan • Subscribed “Likes” • Positive/Negative/
Facebook • Page Views Content &
Photos/Videos • Audience Profile as Neutral
• Media Discussion
• Post Quality Reflection of Target • Change Over Time
Consumption
• Retweets • Extended Network/ • On-Message
• Inbound Links
• Direct Messages Influence of Followers • Positive/Negative/
Twitter • Total Followers • External
• @Replies • Follower Profile as Neutral
Coverage
• Shared Content Reflection of Target • Change Over Time
• Likes/Dislikes • Inbound Links • On-Message
• Subscribers
• Views • Positive/Negative/
YouTube • Comments • External • Demographic Insights
• Subscribers • Audience Profile
Neutral
• FavoritesdReplies Coverage • Change Over Time
• Inbound Links • On-Message
• # of Comments
Blogger • Subscribers • Audience Profile as • Positive/Negative/
• Share of Voice Relativeto
Engagement • External Reflection of Target Neutral
Audience Size
Coverage • Change Over Time
• # of Check-ins
• Positive/Negative/
Foursquare/ • # of Unique • # of Repeat broadcast to • Audience Profile as
Neutral Commentary
Geolocation Visitor Check-ins Check-Ins Twitter or Reflection of Target
w/Check-ins
Facebook
• # Page Views
• Traffic to Site (Overall) • Profile of Visitors as • Most Popular Search
Search • Inbound links
• Unique Visitors • # Page Views/User Reflection of Target Terms
• Time Spent on Site
• Total Ongoing Engaged
• Total Trackbacks • Overall Sentiment
• Total Media Subscribers to
Overall • Total Interactions & Coverage of • Total Shift in
Consumption Content/Community
Activities Sentiment
• Community Crossover
19. EXAMPLE: CREATING A MEASUREMENT PROGRAM
TRACKING PERFORMANCE AGAINST OBJECTIVES
OUTCOMES AND PERFORMANCE
ENGAGEMENT IMPACT How a communications program or campaign
How a communications program or campaign impacts changes the behavior of the target audience or
attitudes and opinions within the target audience. We impacts real world events.
measure not only who the program is reaching but what
DAILY MONITORING is said and when it occurs. This is where we measure
Changed Behavior, Brand
The measureable results of the success of our engagement. FOCUS
Perception and Awareness
core Digital tactics.
Engagement, Reach and Perception Analysis Tools,
FOCUS TOOLS
Insights Surveys, Web Analytics
Daily Content and - Consideration, Preference
FOCUS Social Monitoring Tools, Social
Community Management TOOLS and Purchase Intent
CRM, Web Analytics
- Increase in Share of Voice
Social Monitoring Tools, -Engagement Insights and - Information Request and
TOOLS Analysis EXAMPLES Lead Gen
Social CRM tools
- Community Growth - Campaign Objectives and
- Share of Voice v Competition KPI Tracker
- Actionable Insights
EXAMPLES - Recommendations - Brand Perception Analysis
- Trending Topics and
- Favorable media coverage - Message Penetration
Conversation Tone
EXAMPLES -Favorable social media
-Blog and Influencer Monthly Reports
discussion
Mentions - All up Summary of
- Sentiment and Tone
- User Generated Content engagement performance
Weekly Reports and conversation insights
Daily Reports - Summary and Analysis of - Long term strategy
- Brand and Industry Buzz Weekly Conversation development based on
- Brand Protection and -Engagement insights, success
DELIVERABLE DELIVERABLE insights
Crisis Alerts and recommendations - Performance analysis
DELIVERABLE -Community Management - Community and Audience against key business
and Engagement Growth objectives
Opportunities -KPI Tracker - Web Analytics and
- Influential Voice
Campaign Report
Identification 19
-KPI Tracker
20. EXAMPLE: REPORTING AND SOCIALIZATION
MEASURING ACTIVITIES AND RESULTS AGAINST PROGRAM OBJECTIVES AND BENCHMARKS
Daily Monitoring Weekly Engagement Monthly Performance
Impact Analysis
20
23. Bit.ly
• Bit.ly, and other URL
truncation services,
provide a layer of
analytics that can
extend your tracking
capabilities to any
destination that allows
clickable links.
• The analytics it provides
behind each link
breakdown the number
of clicks on your link
and other truncated
links to the same site,
as well as referral and
geographical data.
24. Export.ly for Facebook
• Facebook analytics tools focus on the composition and
size of the advertising audience, not the interactions they
have with the content itself
• It can be very difficult even to see the user generated
content on a Facebook page via the web interface
• In order to see and analyze social media content on a
Facebook page, you can use Export.ly
25. Facebook Insights
• Facebook Insights
provides a top
down perspective
on who comprises
your audience and
what they do on
your Facebook
Page.
25
26. Facebook Insights for Websites
• You can include a tag on
your site which will allow
you to measure the
impact that Facebook
Likes/ Share have on you
site traffic. This is a
brand new product from
Facebook (last week)
26
27. RowFeeder for Twitter
• Less than 18 months ago Rackspace received <500 Twitter mentions/month
• Today Rackspace receives >15K Twitter mentions/ month
• To deal with this volume we’ve begun aggregating this data using Rowfeeder
28. Chartbeat: Simple Server Side Analytics Via Tagging
• Chartbeat provides an
excellent way to
visualize the
correlations between
content publishing and
real time site traffic
• Simple for marketers
to use: put a (really
light) tag on your site
and Chartbeat’s server
side analytics will
analyze the data for
you
• For this demo, we are
using a WordPress
plugin on
Scobleizer.com
29. PostRank for Publisher Insights
• PostRank enables you to correlate site activities and
social media reactions from non-Facebook channels
30. Lithium SMM (Scout Labs) for Social Listening
• Lithium SMM (Scout Labs) will let
you set up a crawl for any eligible
Facebook and give you a 30-45 day
back crawl for wall post data
• Easy, intuitive interface
• Automated sentiment and quotes
extraction
30
31. The VI Analyze tab allows you to analyze
trending conversation across multiple media
types, time periods, across competitors, and
across different geographic regions
32. The VI Dashboard allows you to configure customize
reports that you can then pin to your custom
brand/product dashboard
33. The VI Monitor tab allows you to run ad hoc reports that
display results as a list, by volume by media type, by
sentiment, authors and sites, and also within specific
geographies or time periods
34. Crimson Hexagon for Social Analytics
iPhone on Verizon: Key Themes
Crimson Hexagon’s proprietary
algorithm separates relevant from
irrelevant content and measures
user-defined themes in online
conversation.
34
39. FACEBOOK CONTENT POPULARITY INSIGHTS
COMMENTS AND LIKES ON CONTENT POSTED BY BRAND – SEGMENTED BY TYPE
ENGAGEMENT BY ADMIN POST TYPE (AVERAGES) Likes/Post
Comments/Post
1400
1200
1000
800
600
400
200
0
Link Text Video
INSIGHTS AND RECOMMENDATIONS:
The ―I choose to drive a this car because …‖ post drove a huge spike in engagement
with the Facebook community , generating over 1,800 comments and 1,200 likes. The videos are generating a large volume of
likes,
but giving users a reason to comment could also be advantageous and generate attention from outside the community, growing the
fan base. We also recommend posting more photos to the page as those tend to generate high engagement rates. There were no
photos posted in this time period.
Source: Export.ly
40. CONTENT POPULARITY BY AUTOMOBILE LINE INSIGHTS
BREAKDOWN OF COMMENTS AND LIKES ON CONTENT POSTED BY BRAND
Average # of Likes
Model 8 Average # of Comments
Model 7
Model 6
Model 5
Model 4
Model 3
Model 2
Model 1
0 500 1000 1500 2000 2500
INSIGHTS AND RECOMMENDATIONS:
There was very high engagement with the test run video posted in February. The Model 4 which were driven by the television
commercial support which generated a high volume of ―Likes‖ but didn’t see the same spike in comments. We want to focus on
keeping the likes up, but bringing the ratio of Comments to Likes closer to that seen with the Model 3 which experienced a ratio
of 3.4 to 1, Likes to Comments.
Open ended posts such as this one from February asking fans why they choose to drive a particular car will generate high
response and also bring the ratio closer together
Source: Export.ly
41. FAN WALL POSTS VS. ADMIN WALL POSTS INSIGHTS
SIDE BY SIDE COMPARISON BY HOUR AND DAY OF WEEK
DAYS OF WEEK TIME OF DAY Fan Posts
90 Admin Posts
78 76
80 74 76 80
69
70 66
70 62
60 55 60
51 46
50
47 45 50
40 40
27 26
30 30 22
20 20 10
6
10 1
4 6
3 3 2 10 0 0 2 0 1 0
0
0 0
12am - 3am - 6am - 9am - 12pm - 3pm - 6pm - 9pm -
3am 6am 9am 12pm 3pm 6pm 9pm 12am
INSIGHTS AND RECOMMENDATIONS:
• The Facebook fans are posting on the wall every day of the • Make sure to engage earlier and continue engaging by giving the
week, including Friday through Sunday which makes up 35% of community content after work hours.
the content posted. The brand engagement is heavily weighted
on week day posts, with 85% of posts occurring Monday through • On the next slide we’ll take an even deeper dive, looking
Thursday. Extend engagement to all days of the week. at fan engagement by hour of day, specific to each day
of the week.
• The fans also engage at all hours of the day, but heavy
engagement starts around 7am PST and continues late into the • Analysis includes 410 posts to the wall by fans, and 19 posts by
evening. The brand is posting from 7am to 2pm and the brand
stopping, but the fans continue to post with 20% of posts to the
wall occurring between 5pm-10pm PST.
Source: Export.ly
42. FAN POSTS BY HOUR AND DAY OF WEEK INSIGHTS
DAY OF WEEK BREAKDOWN BY HOUR
INSIGHTS AND RECOMMENDATIONS:
SUNDAY: Heavy engagement in the evenings, with 62% of Tues - Thurs: Engagement occurs during peak work
posts coming after 3pm PST hours, again starting at 7am PST but slowing at 4pm PST
Monday: Fans post bright and early when they get into the Friday: Posts spike mid-day, but continue to occur in the
office. Engagement spikes at 7am PST, and slows evening at a higher rate than Monday through Thursday
consistently throughout the day
Saturday: Continual posts throughout the day, with peaks
in the morning and late evenings
Source: Export.ly
43. COMMENTS ON WALL POSTS INSIGHTS
HOURLY AND DAY OF WEEK ANALYSIS
DAYS OF WEEK TIME OF DAY Links Text
Photos Video
1200
1061
1800 1708
1000
1600
1400 800 710
1200
1000 600
800
400 312
600
366 214 223
175
400 286
226 239 200 158 140 157
130 128 126
208 206
128 132
200 96
35 36 6 11 0 34 2
42
13 21 3 37 10
56 51 57 35 22 7 13
1 22 2 3 23 17 21 11 7 14 5 9 3 7 7 7 7 4
0 0
12am - 3am - 6am - 9am - 12pm - 3pm - 6pm - 9pm -
3am 6am 9am 12pm 3pm 6pm 9pm 12am
INSIGHTS AND RECOMMENDATIONS:
This analysis includes comments in response to the posts
on the fan wall from both the Page Admin and the fans. Although The large spike seen in the 12-3pm hour, and on Wednesday was
98.8% of comments were in response to posts by the Admin. caused by the response to the post asking fans why they drive a
specific car.
The day of week and time of day analysis was largely driven by
when the brand is posting on the page. For example, updates that We recommend posting similar types of content at different times of
contained a video were always posted on a Monday or the day and different days of the week so that we can better
Tuesday, thus 90% of comments in response to video posts came understand when these posts get the highest engagement. This will
on Mondays or Tuesdays. help inform the engagement strategy going forward
Source: Export.ly
45. @AUTOMAKER
6 MONTH FOLLOWER GROWTH INSIGHTS
@AutoMaker Twitter Followers
13,477
11,720
10,295
9,317
8,545 15%
7,843
7,035 growth
14%
10.5% growth
9.0% 9.0% growth
11.5%
growth growth
growth
September October November December January February March
INSIGHTS AND RECOMMENDATIONS:
The @AutoMaker Twitter profile has grown the follower base by 92% in the past 6 months. Looking back to September, there
has been a average month over month growth rate of nearly 12%. A spike in growth has recently occurred during the months of
January and February, where fan growth rose at 14 & 15 percent respectively. Follower growth in January and February
was up 82 percent (combined 3,182 new followers) when compared to growth in November and December, which had only
1,750 new followers.
Source:
TwitterCounter
46. @AUTOMAKER TWITTER CHANNEL
OUTBOUND TWEET VOLUME INSIGHTS
Tweets
@AutoMaker Tweet Volume
Replies
200
Retweets
180
160
140
120 126
119
100 96
103
80
60
58 60 7
12
40 26
20 29 47 39
18 18 28
0 6 3 2
September October November December January February
INSIGHTS AND RECOMMENDATIONS:
Consistent with follower growth, the @AutoMaker profile has seen an increase in outbound Twitter activity in the past 3 months
(includes all regular tweets, @replies and retweets). During the months of December – February, outbound Twitter volume
increased 68 percent, and more importantly, engagement with other Twitter profiles increased 109% which contributed to
the large fan growth during that time period. @Replies volume dipped a little, so we recommend continuing to @Reply with
other profiles which will help increase the influence score of the Twitter handle as calculated by tools such as Twitalyzer, Klout
and TweetLevel, along with building the follower base. In addition, continue to retweet positive conversations about Brand - for
example when people post that they ―Love the brand, or ―considering a purchase‖ or even just entertaining tweets such as this
one This has been effective in building the follower base
Source: TweetStats
47. FEBRUARY TWITTER REPORT
TWEETS, RETWEETS, @REPLIES BY DAY INSIGHTS
February Tweet Timeline
Retweets Replies Tweets
14
12
10 7
7
8 6
6
5 7
6 0 6
5
0 4 4 4
5
4 2 4 4
5
0 4 2 6 4 0 0 0
5 3 3 3
2 0 0 0
3 3 3 3 3 3 3 3
2 0 0 2 0 2 0 2
1 1 1 1 1 1
0 0 0 0 0 0 0 0 0 0 0 0 0
INSIGHTS AND RECOMMENDATIONS:
During the month of February, the @AutoMaker Twitter handle had a total of 96 tweets with an average 3.4 tweets per day.
Source: TweetStats
48. FEBRUARY TWITTER REPORT
OUTBOUND ENGAGEMENT VS. ALL CONVERSATION ANALYSIS INSIGHTS
Outbound Hourly Tweets Total Distribution of
30 @AutoMaker Conversation
25 24
23
20 30%
25%
17 25% 21%
19%
20%
15
15% 10%
7% 9%
10% 6%
10 4%
5%
6 6 0%
5
4
9AM to Noon
3PM to 6PM
6PM to 9PM
Noon to 3PM
3AM to 6AM
6AM to 9AM
12AM to 3AM
9PM to 12AM
5 3
2 2 2
1 1
0 0 0 0 0 0 0 0 0 0 0
0
INSIGHTS AND RECOMMENDATIONS:
The most concentrated efforts for outbound Twitter volume occurred between the hours of 3:00 P.M. and 6:00 P.M. PST, with
67% of the outbound tweets occurring at this time. And when looking at the overall conversation volume on Twitter mentioning
@automaker (chart on right), you see that 65 percent of the conversation is happening between 9 A.M – 6 P.M. It is
recommended that the @automaker Twitter profile engage with users earlier in the day, as conversation seems to be peak by 3
P.M., which is the time the @automaker profile just be begins to engage.
Source: RowFeeder and TweetStats
49. FEBRUARY TWITTER REPORT
– POSTS AND IMPRESSIONS (SAMPLE) INSIGHTS
Twitter Posts & Potential Impressions
Total Posts Potential Impressions
50 47 90,000
45 80,000
77,729
40 70,000
35 33 32 63,413 60,000
30 53,726 26 50,000
25 47,577
40,000
20
14 30,000
15 25,712 10
10 20,000
5 2,368 10,000
- -
3/2/11
3/3/11
3/4/11
3/5/11
3/6/11
3/7/11
INSIGHTS :
Between March 2, 2011 & March 7, 2011, there was a total of 162 total tweets with a reach of 270,525 impressions.
Note the large spike in impressions on 3/7/11. This was caused by the tweet by a specific influential blog tweeting about the line
of autos
Source: RowFeeder
50. MOST ACTIVE & FOLLOWED ACCOUNTS
MENTIONING @AUTOMAKER INSIGHTS
Most Active Users Most Followed Users
5 List 69,514
List
4 14,863
removed removed
4 13,752
for for
3 12,504
privacy privacy
3 10,974
3 7,544
2 6,537
2 6,448
2 5,547
2 4,760
2 4,467
2 3,173
2 3,031
2 2,836
2 1,634
2 1,347
2 1,323
1 1,222
1 1,155
1 1,115
1 1,084
1 1,055
1 986
1 576
1 565
Updates/Person 0 2 4 6 Number of Followers
- 20,000 40,000 60,000 80,000
Source: RowFeeder
51. TOP CONVERSATION DRIVERS ON TWITTER
(SAMPLE TIME PERIOD 3/2/11 – 3/7/11 ) INSIGHTS
INSIGHTS AND
RECOMMENDATIONS:
Total Posts & Conversation Drivers
Day of Week
Between March 2 –
March 7, 2011, a total admired companies car jetta #vw campaign 2011
of 162 mentions. The
chart at right provides a
breakdown of common
terms and phrases used
in these tweets 10
8
6
4
2
- Time of Day
3/2/11
3/3/11
3/4/11
3/5/11
3/6/11
3/7/11
Admired
Top Keywords Car Model X #auto Campaign 2011
Companies
Mentions 10 20 15 12 11 12
% of Total
6% 12% 9% 7% 7% 7%
Volume
Source: RowFeeder
52. FEBRUARY EDITORIAL ANALYSIS
TOP MENTIONED KEYWORDS THAT INCLUDED THE @AUTOMAKER PROFILE INSIGHTS
Keyword @Automaker Usage Mentions Impression Reach Top Influencers
@stevewhiteBrand
Keyword 1 39 169 123,684
(1,985 followers)
@kelseySchnell
Keyword 2 10 27 2,883
(175 followers)
@kellybluebook
Keyword 3 5 55 35,026
(6,434 followers)
@alovey
Keyword 4 1 10 41,802
(168 followers)
@m80parents
Keyword 5 4 18 9,888
(3,670 followers)
@grantimahara
Keyword 6 1 429 875,592
(238,846 followers)
@idiotsguides
Keyword 7 1 88 20,746
(1,433 followers)
INSIGHTS :
During the month of February, the above hashtags & keywords were the most used in all outbound tweets:
• #AutoMaker– had the highest usage at 39 times, yet only received 169 mentions with just 123,684 impressions
• #AutoModel– was just used once, but had the highest impression reach at 876,000
• This was due to the nature of the content and popularity of the Television Commercial that supported and a number of
influential people responding or retweeting the content
• The misspelled hashtag, – only had 88 mentions and an impression reach of just 21,0000
Source: TweetStats and
Sysomos
53.
54. SHARE OF VOICE INSIGHTS
TOTAL MENTIONS OF AUTO MAKER WITHIN SOCIAL MEDIA (30 DAY SAMPLE)
INSIGHTS AND
RECOMMENDATIONS:
Day of Week
Between February 4 – March
6, there were 826,468 total
mentions of Auto Maker.
Over 75% of mentions
occurred on Twitter or on
Blogs
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
Source: Radian6
55. SHARE OF VOICE INSIGHTS
TOTAL MENTIONS OF AUTOMAKER WITHIN SOCIAL MEDIA (30 DAY SAMPLE)
Day of Week
Conversation peaks on
Twitter with 37,389 total
mentions
Mentions on Twitter top
out at 11,554 with the
unveiling of a new model
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
Source: Radian6
56.
57. SHARE OF VOICE INSIGHTS – MODEL CONVERSATION
TOTAL MENTIONS OF AUTOMAKER & ECO FRIENDLY WITHIN SOCIAL MEDIA
INSIGHTS :
Day of Week
Between February 4 – March
6, there were 58,387 total
mentions of specific
models, about 7 percent of
the overall Automaker
conversation
A much larger percent of
mentions are occurring on
Blogs as it relates to
Diesel, with 64% of posts
happening on blogs
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
Source: Radian6
58. MODELS SHARE OF VOICE INSIGHTS
30 DAY POPULARITY CHART (FEBRUARY 4 – MARCH 6, 2011)
Day of Week
124,581 blogs posts, with major
content topics being:
•Commercial buzz
•2011 Chicago Auto Show
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
Source: Radian6
59.
60. COMPETITORS
30 DAY SHARE OF VOICE (FEBRUARY 4 – MARCH 6, 2011)
Day of Week
Brand Y
20%
AutoMaker
47%
Brand X
Brand W
14%
Time of Day
DIESEL SOV - AUTOMAKER *Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
& COMPETITORS
3/7
Top Keywords Automaker Brand X Brand Y Brand Z
Mentions 58,387 17,380 23,581 24,679
% of Total Volume 47% 14% 19% 20%
Source: Radian6
61. AUTOMAKER - SEARCH
UNIQUE VISITORS (JANUARY 2009 – JANUARY 2011)
Day of Week
Time of Day
INSIGHTS :
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
The Automaker site traffic over the past two years has had an interesting history, between January 2009 – August 2009, unique
visitors average nearly 811, 975 unique visits a month. But over the next year, the site traffic dropped dramatically , averaging
only 662,780 unique visits a month. The site bottomed out completely in September 2010 when it recorded only 535,000
unique visits, lowest in two years. After this point, the site seemed to gain better traction and improved greatly, with its highest
peak in two years with 912,000 unique visits recorded in January of 2011.
Source: Compete.com
62. TOP REFERRAL SITES
JANUARY 2011 TRAFFIC SUMMARY
Percentage of Overall
Source Referring Volume
Traffic
Direct Traffic 103,608 8.69%
Google 314,306 26.35%
Yahoo 166,070 13.92%
Facebook 49,272 4.13%
MSN 28,770 2.41%
Bing 24,943 2.09%
Ask.com 24,688 2.07%
Autotrader 15,370 1.29%
AOL 10,274 0.86%
YouTube 9,052 0.76%
TimeeBayDay
of 6,396 0.54%
INSIGHTS : Webcrawler 6,376 0.53%
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
Edmunds 5,852 0.49%
The traffic summary for January 2011
had nearly 1.2 million site visits, with Honda.com 5,767 0.48%
nearly 8 percent of the traffic coming
from direct sources to Brand.com, and Cars.com 4,636 0.39%
the remaining 92 percent coming from Toyota.com 4,459 0.37%
referral traffic sources
Audiusa.com 4,445 0.37%
CNN.com 4,342 0.36%
Source: Compete.com
63. TOP REFERRALS
PAID VS. NATURAL SEARCH TRAFFIC (JANUARY 2009 – JANUARY 2011)
Day of Week
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -
3/7
INSIGHTS :
In January 2011, there were a total of 338,672 Search Referrals (Google, Yahoo!, Bing) and 35,970 Paid Search Referrals
Source: Compete.com
67. What is Sentiment?
• From PR: A judgment about whether an author or document
expresses a positive opinion about a person, place or thing.
Sometimes called tone or opinion.
• Usually expressed as positive, negative, or neutral
• Sometimes expressed with polarity (strongly positive, strongly
negative)
68. Challenges in Sentiment
Implication vs. Information
• ―Today Morgan Stanley upgraded GM from a sell to a hold.‖
• ―An earthquake of magnitude 8.9 has struck Japan off the island of Honshu.‖
Interpretation & Irony
• ―The average creationist exhibits all the intellectual rigor as a modern day
Neanderthal.‖
• ―Microsoft is about as cool as Austin in August.‖
Interpretation/Context
• MUST WATCH: http://bit.ly/9nOU7 ROTFL #charliesheen #winning
• ―I totally love Chris. I would kill myself kill myself if he left me for another
man.‖
• ―Just read the book.‖
• ―I love Hulu. I just wish they didn’t have so many ads.‖
69. More Challenges in Sentiment
Entity Clarification
• ―I love Coke Zero, even though I hate Coca-Cola.‖
Relevance
• ―sitting on the couch with Bruce watching burlesque on netflix‖
• ―This is amazing coke.‖
• ―ZICOZICOZICO!!!!!!!!!!‖
• ―I <3 Beeeeeiiiiiibbbbeeeerrrr!!!!!!!!!!!!!!!!!!!!!‖
• ―OMG you gotta watch this http://awe.sm/O7gb6T
Slang
• ―Totally digging Netflix streaming‖
• ―I <3 Beeeeeiiiiiibbbbeeeerrrr!!!!!!!!!!!!!!!!!!!!!‖
70. Sentiment: Understand Error Tolerance vs. Level of Effort
Rate of Human Agreement on Sentiment: 80-95%
• <80%: Mechanical Turk
• 85%: College educated, same set of guidelines
• 90%: PR companies using same set of guidelines
• 95%: KD Payne & her crew
Factors in Machine Learned Agreement with Humans
• Cleanliness of content (POS, grammar, punctuation)
• Completeness of vocabulary (Taboo)
• Ability to look beyond the text words (punctuation, URLs)
• Sophistication of the formula used (documents vs. statements)
• Interpretation vs. information (Index Falling)
74. But You Need To Know What You Don’t Have
Twitter clients that use the search/track APIs don’t necessarily give you the full
stream
• Depends on popularity of term and frequency of polling
• Rate limits from Twitter per vendor/ Distribution of polling across applications
• Sometimes, Twitter clients don’t even have full @ data (though DMs mostly
seem to arrive)
• Search criteria are limited in length (140 characters) and functionality
(embedded logic) or other issues (Ke$ha; language classification)
75. Twitter Partnership with Gnip
Twitter has made full firehose data available by keyword search through
GNIP. Approximate costs:
• Volume or coverage based
• URL expansion
• $2K/ month for a box
• $0.1/ 1000 tweet ($1K/ 10K Tweets)
• API from which to pull data
• Contact @robjohnson for more information
77. Social Intelligence…
…the management
and analysis of
customer data from
social sources, used
to activate and
recalibrate marketing
and business
programs.
Source: Forrester Report
―Defining Social Intelligence‖
77
78. Metrics Cannot Make Decisions
What strategic actions can result from knowing…
• Added 200 Facebook fans this month
• Positive sentiment decreased by 5% this quarter
• Twice as many Twitter mentions this week
78
80. Go Beyond Metrics to Social Intelligence
How are consumers reacting to the Verizon iPhone?
300,000 mentions of iPhone & Verizon
50% Off-Topic
27% - Phone Feedback
19% - Pro Verizon
14% - Pro AT&T
50% On-Topic
% relevant conversation 1/11/11 – 1/17/11
80
81. Case Study: Major Insurer – Social Media Analysis of
Advertising Effectiveness
Overview: Insurer has spent millions
running national ad campaigns and
needed to understand effectiveness Key Findings / Insights
of messages and drivers of
consumer purchase intent.
Both Insurer’s and Competitor’s
campaigns generate healthy “buzz”, but
Using Crimson Hexagon, Insurer opinions indicate that positive sentiment
analyzed the nature of online doesn’t reflect intent to purchase
conversations about its own and a insurance based on campaign
key competitor’s ad campaigns: • The Insurer’s ad campaign is better
What topics dominate the online received but does not generate
conversation related to Insurer? conversation related to buying or
Is the ad campaign driving intent to switching insurers
purchase? • The Competitor’s ad campaign, while
How does competitor stack up in more divisive, spurs a conversation
similar analysis? trend related to intent to purchase
What’s missing from current
campaign messaging?
81
82. Insurer Ad Effectiveness Analysis
Data reveals “Insurer’s‖ ad campaign is
liked but didn’t generate conversation about
buying or switching insurers
―Competitor‖ ad campaign, is more
divisive, but spurs a conversation trend
related to purchasing
82
83. Case Study: Medical Device for Diabetes & Insulin
Overview: Customer planned to Key Findings & Recommendations
introduce a new Insulin delivery device.
Majority of conversation intertwines emotions with
How can the online conversation inform experiential factors
and improve the product marketing and • Impacts of diabetes and insulin usage are both
launch messaging? medical and lifestyle related
Insulin itself is often the issue
Using Crimson Hexagon, the • Over one-quarter of the discussion shows
customer analyzed the nature of online concerns about having diabetes which requires
using insulin or about the efficacy of insulin itself
conversation about diabetes and Addressing convenience factors presents a big
insulin, specifically: opportunity
• 24% of all conversation (and over 40% of
How do patients discuss the frustrations voiced) focus on either the lifestyle
complexities of treatment and complexities or problems with delivery devices
control? (primarily needles)
Opportunity for brands to get more engaged and
What core messages will resonate become trusted-partner
most with these consumers? • Consumers are looking for advice,
recommendations, shared-support within the
What is the significance for new online community
product launches?
83
84. Medical Device Consumers’ Concerns Presented
Opportunity to Provide Lifestyle, Community & Support
Lifestyle and personal
experiential factors jump
out as leading categories
of opinion. Comment on
the actual devices is low.
84
88. Finding 1: Improved Visit Loyalty
Paid Search
Natural Search
Referring Sites
Twitter
E-mail
Facebook
0 0.5 1 1.5 2 2.5 3 3.5 4
Visit Loyalty — how may repeat visits are generated in the following 30 days?
Source: Rob Brosnan, Seton Hall University
89. Finding 2: Improved Conversion Efficiency
Facebook
Marketing Programs
Natural Search
Referring Sites
Direct Load
0 0.5 1 1.5 2 2.5 3
Conversion Efficiency — how visits are converting visits?
Source: Rob Brosnan, Seton Hall University
90. Finding 3: Facebook Delivers Local Visitors
Source: Rob Brosnan, Seton Hall University
91. Thank you.
We’ll see you at the closing parties!
@blake
@clightner
@setlinger
@margaretfrancis
@megcos
Editor's Notes
Review: 3 objectivesBasic metrics & how to get themStart for designing your own measurement programNow what?What are you going to do, and how are you going to do it? Relationship you want with your communityBrand consistency/ equity buildingInnovationOrganic activity Other marketing programs Sell it in to the orgProgram design/ execution + metrics designSMM: hootsuite, cotweet, Facebook Insights, Sprinklr, Involvr, Vitrue, Buddy, WordPress, Llithium, Jive, Drupal, Webtrends,SOCIALIZE!!! PROMOTE!!!
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