This document provides an agenda and overview for a social media analytics workshop at SXSW 2013. The workshop will provide insights into how companies measure ROI from social media activities, best practices for analysis, examples of metrics used to measure success on social media channels and campaigns, and overviews of tools and approaches used. The agenda includes sessions on measuring ROI, analysis best practices, choosing social networks, channel metrics, campaign metrics, data visualization, and ROI analysis. Introductions of the speakers are also provided.
Understand Your Customers' Social BehaviorsCharlene Li
Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your social strategy. Presented by Charlene Li and Jeremiah Owyang, Altimeter Group, on January 20, 2010. Recording is also available at blog.altimetergroup.com.
Companies are not created equal when it comes to social media maturity. In its latest research, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.” On one side, there are businesses (specifically departments) that are actively investing in social media without being tied to business goals. On the other side are organizations that are deeply integrating social media and social methodologies throughout the company to drive real business impact.
As companies mature in social, Altimeter Group found a natural progression through six distinct stages: Planning, Presence, Engagement, Formalized, Strategic, and Converged. In “The Evolution of Social Business,” readers will find common guiding success factors for organizations achieving success in each social business maturity stage, as well as prescriptive recommendations and checklists to grow to the next level of maturity.
The Social Outlook, the first report of its kind, presents insights, benchmarks and consumer trends at an unprecedented scale.
- The Social Industries Index
- Social engagement benchmarks
- Consumer & audience insights
- Industry-specific spotlights
Social Media Command Center - Simplify360Simplify360
The objective of this deck is ;
1. To showcase the strength of Simplify360 as a Social
Business Intelligence Platform.
2. To illustrate how you can use Simplify360 across
business functions of an organization.
3. To demonstrate how your organization can benefit from
setting up Social Media Command Center
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Helpful information from Salesforce Marketing Cloud Sr Brand Journalist Leslie Poston on how to protect your brand in social media and still reap the benefits of engagement and metrics.
Introduction into Social Media and Social Media AnalyticsDr Matt McDougall
An introduction to social media and the measurement platforms of social media analytics. Some interesting examples of social media gone wrong and some other examples of companies doing social media.
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
Understand Your Customers' Social BehaviorsCharlene Li
Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your social strategy. Presented by Charlene Li and Jeremiah Owyang, Altimeter Group, on January 20, 2010. Recording is also available at blog.altimetergroup.com.
Companies are not created equal when it comes to social media maturity. In its latest research, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.” On one side, there are businesses (specifically departments) that are actively investing in social media without being tied to business goals. On the other side are organizations that are deeply integrating social media and social methodologies throughout the company to drive real business impact.
As companies mature in social, Altimeter Group found a natural progression through six distinct stages: Planning, Presence, Engagement, Formalized, Strategic, and Converged. In “The Evolution of Social Business,” readers will find common guiding success factors for organizations achieving success in each social business maturity stage, as well as prescriptive recommendations and checklists to grow to the next level of maturity.
The Social Outlook, the first report of its kind, presents insights, benchmarks and consumer trends at an unprecedented scale.
- The Social Industries Index
- Social engagement benchmarks
- Consumer & audience insights
- Industry-specific spotlights
Social Media Command Center - Simplify360Simplify360
The objective of this deck is ;
1. To showcase the strength of Simplify360 as a Social
Business Intelligence Platform.
2. To illustrate how you can use Simplify360 across
business functions of an organization.
3. To demonstrate how your organization can benefit from
setting up Social Media Command Center
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Helpful information from Salesforce Marketing Cloud Sr Brand Journalist Leslie Poston on how to protect your brand in social media and still reap the benefits of engagement and metrics.
Introduction into Social Media and Social Media AnalyticsDr Matt McDougall
An introduction to social media and the measurement platforms of social media analytics. Some interesting examples of social media gone wrong and some other examples of companies doing social media.
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
In this in-depth workshop, you'll get an overview of social media intelligence and how associations can use it to engage and convert customers. Through case studies and exercises, dive into strategy and practical applications for social media intelligence.
Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
Behind the Curtain: The Wizards of API
Ever wonder how the BrandBowl or Tweetsgiving are able to make sense of mass amounts of data and keep the public informed of real-time results in a fun format? The wizards behind the curtain share how they visualized data for their campaigns and discuss how your organization can do this too.
You can visit Edward Boches at: http://edwardboches.com/
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
Social Media Command Center - What's the Point?Avinash Joshi
The Social Media Command Center helps brands create a social showcase, providing live details about what’s happening on social media. View your social campaigns, events, community, and more with visually engaging displays that highlight conversations, volume, sentiment, geographic hotspots, and a lot more.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
http://www.spiral16.com This step-by-step presentation from Eric Melin and Robert Madison from web monitoring solution Spiral16 goes through the 6 Practical Steps To Creating and Measuring An Effective Social Media Program.
There is a lot of excitement surrounding social media. People are doing very creative things and tying them into business gains. It’s not an exact science, but it is important to tie your efforts into supporting your company’s objectives.
This presentation will help you think about how you can identify business goals, align those goals with a social media program, establish benchmarks, set realistic targets, and measure KPIs to determine success. After it's all said and done, you can look at results and find ways to improve.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
Kinship Social Media Command Center Expertise KINSHIP digital
Building a Social Media Command Centre is a question of strategy and decision-making between the optimum balance of in-house and external resources.
KINSHIP owns, operates, consults, supplements and enhances Social Media Command Centers - our own and those of clients. Our business-focused methodology, combined with our understanding of social strategy and social technologies, ensures a managed outcome within time and budget for new entrants into social media monitoring.
We are also expert in establishing offshore Social Media Command Centres including strategy, design, recruiting, training and managing staff on behalf of clients. We sometimes do this as Build Own Transfer and other times as Build Own Operate for clients.
Follow us @KINSHIPd
The WOMMA Influencer Guidebook is a practitioner’s resource intended to address the needs of the association membership.This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite taking into context not only how much the digital and social landscape has
changed, but also the nuance and sophistication of the now ubiquitous practice of influencer marketing.
trnd is a proud member of the WOMMA since 2006.
Unleash Social Media (and Measure Its Impact)Lauren Teague
In many companies, social media is siloed into an existing department structure rather than being allowed to act as a change agent for how teams think and operate. The fact is that social media is a tool that, when unleashed, can impact every business unit. In this presentation, Lauren Teague of Convince & Convert will share strategies for making your organization more social from top to bottom, empowering employees to act as brand advocates, and how to measure the impact of the resulting transformations. Presented by Lauren Teague (@LaurenTee) at AAF-ND in November 2015
Competitive Intelligence: Social Listening in PracticeBrandwatch
This comprehensive guide outlines specific examples of several ways that social data can be used to uncover valuable competitive intelligence. The guide covers 11 different areas of analysis, broken down into five overarching categories:
- Foundational Analysis
- Audience Analysis
- Product Positioning & Associations
- Sales Projections
- Brand Perception
Prezentacja o zaawansowanych technikach i narzędziach retargetingowych z konferencji eCommerce Trends 2013 (27-28.02.2k13, Warszawa).
AGENDA:
1. Retargeting on-Site, czyli tête-à-tête z obecnym Klientem:
- Display: statyczny i dynamiczny
- E-mail: czym nie jest, jak go personalizować i kiedy nie zadziała
- Social: Facebook Exchange czyli retargeting w modelu RTB
2. Retargeting off-Site, czyli randka w ciemno i pozyskiwanie nowych Klientów
- Antyretargetingowe argumenty HiPPO(*)
- Search retargeting
- Retargeting w modelu B2B
- Retargeting predykcyjny, similar audiences i bliźnięta statystyczne
3. Retargeting vs conversion overlapping
- Przepłacanie za konwersje - problem i potencjalne rozwiązania
---
(c) Michał Cortez / TheAddictives.com
13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media OrtegaHavas Media
Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines.
In this in-depth workshop, you'll get an overview of social media intelligence and how associations can use it to engage and convert customers. Through case studies and exercises, dive into strategy and practical applications for social media intelligence.
Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
Behind the Curtain: The Wizards of API
Ever wonder how the BrandBowl or Tweetsgiving are able to make sense of mass amounts of data and keep the public informed of real-time results in a fun format? The wizards behind the curtain share how they visualized data for their campaigns and discuss how your organization can do this too.
You can visit Edward Boches at: http://edwardboches.com/
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
Social Media Command Center - What's the Point?Avinash Joshi
The Social Media Command Center helps brands create a social showcase, providing live details about what’s happening on social media. View your social campaigns, events, community, and more with visually engaging displays that highlight conversations, volume, sentiment, geographic hotspots, and a lot more.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
http://www.spiral16.com This step-by-step presentation from Eric Melin and Robert Madison from web monitoring solution Spiral16 goes through the 6 Practical Steps To Creating and Measuring An Effective Social Media Program.
There is a lot of excitement surrounding social media. People are doing very creative things and tying them into business gains. It’s not an exact science, but it is important to tie your efforts into supporting your company’s objectives.
This presentation will help you think about how you can identify business goals, align those goals with a social media program, establish benchmarks, set realistic targets, and measure KPIs to determine success. After it's all said and done, you can look at results and find ways to improve.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
Kinship Social Media Command Center Expertise KINSHIP digital
Building a Social Media Command Centre is a question of strategy and decision-making between the optimum balance of in-house and external resources.
KINSHIP owns, operates, consults, supplements and enhances Social Media Command Centers - our own and those of clients. Our business-focused methodology, combined with our understanding of social strategy and social technologies, ensures a managed outcome within time and budget for new entrants into social media monitoring.
We are also expert in establishing offshore Social Media Command Centres including strategy, design, recruiting, training and managing staff on behalf of clients. We sometimes do this as Build Own Transfer and other times as Build Own Operate for clients.
Follow us @KINSHIPd
The WOMMA Influencer Guidebook is a practitioner’s resource intended to address the needs of the association membership.This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite taking into context not only how much the digital and social landscape has
changed, but also the nuance and sophistication of the now ubiquitous practice of influencer marketing.
trnd is a proud member of the WOMMA since 2006.
Unleash Social Media (and Measure Its Impact)Lauren Teague
In many companies, social media is siloed into an existing department structure rather than being allowed to act as a change agent for how teams think and operate. The fact is that social media is a tool that, when unleashed, can impact every business unit. In this presentation, Lauren Teague of Convince & Convert will share strategies for making your organization more social from top to bottom, empowering employees to act as brand advocates, and how to measure the impact of the resulting transformations. Presented by Lauren Teague (@LaurenTee) at AAF-ND in November 2015
Competitive Intelligence: Social Listening in PracticeBrandwatch
This comprehensive guide outlines specific examples of several ways that social data can be used to uncover valuable competitive intelligence. The guide covers 11 different areas of analysis, broken down into five overarching categories:
- Foundational Analysis
- Audience Analysis
- Product Positioning & Associations
- Sales Projections
- Brand Perception
Prezentacja o zaawansowanych technikach i narzędziach retargetingowych z konferencji eCommerce Trends 2013 (27-28.02.2k13, Warszawa).
AGENDA:
1. Retargeting on-Site, czyli tête-à-tête z obecnym Klientem:
- Display: statyczny i dynamiczny
- E-mail: czym nie jest, jak go personalizować i kiedy nie zadziała
- Social: Facebook Exchange czyli retargeting w modelu RTB
2. Retargeting off-Site, czyli randka w ciemno i pozyskiwanie nowych Klientów
- Antyretargetingowe argumenty HiPPO(*)
- Search retargeting
- Retargeting w modelu B2B
- Retargeting predykcyjny, similar audiences i bliźnięta statystyczne
3. Retargeting vs conversion overlapping
- Przepłacanie za konwersje - problem i potencjalne rozwiązania
---
(c) Michał Cortez / TheAddictives.com
13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media OrtegaHavas Media
Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines.
The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. And mobile connectivity is disrupting industries from retail to auto to finance and beyond. The consensus is that change is occurring at an astonishing scale and speed.
In this report, JWTIntelligence outlines key trends in evidence at the GSMA’s Mobile World Congress, held in Barcelona in late February, along with examples that illustrate these developments and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.
10 Steps to a Successful Social Media Marketing StrategyJeff Bullas
Social media marketing success is something that business is now starting to see as vital as part of their marketing plans. Just having a Facebook page or a Twitter account is just the start. Planning and creating a strategy is vital if you want to succeed long term. In this presentation we look at the 10 steps you need to implement. We also look at some specific tactics and case studies of brands and businesses that have been successful at social media marketing.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
In the 3rd of 3 joint webinars with Beezy and CardioLog Analytics, we discussed the basics of gamification, and how you can develop a "motivation hacking" strategy within SharePoint or Office 365 to help shape user behavior and improve adoption and engagement.
Your Rock Solid Digital Approach to Attract More Industry AttentionAtlas Integrated
Learn how to identify which digital tools attract attention from companies, how to incorporate industry attraction into your digital media strategy, how to digitally target entrepreneurs within an industry, and how to digitally target site selectors and business location decision makers.
How can you determine ROI in online communities and social networks? Contrary to popular belief, it’s not impossible.
In this free webinar Gary Angel - President of Semphonic, the largest vendor neutral web analytics consultancy in the US, and Scott K Wilder, community and social media expert and formerly manager of Intuit’s Small Business community and social marketing program – will show you how.
This webinar will provide practical tools, methods and guidance that you can use to understand where and how your audience spends their time, and how to zero in on the key conversations and the key influencers who are impacting what people think of your organization.
We’ll pursue the holy social measurement grail – methods to track leads, sales and more from community and social campaigns. Finally, we will show you how to quantify your success on other sites.
Join two SAP hybris execs who will explore the 10 stages of transforming your B2B organization to a digital business, based on their experiences implementing hybris commerce and other digital systems prior to joining SAP | hybris, when they were execs at Bobcat and Aramark. You will leave with a B2B e-commerce roadmap and best practices that you can apply immediately to your organization. Participants will also receive a complimentary copy of hybris’ 30-page guide “How to Transform Your Business for Omni-Channel Success.”
KPI Myopia - Why Do Marketers Focus On Conversions And Ignore RevenueSemetrical
Introducing SAM Technology from Semetrical - helping get backend metrics (revenue/lead score etc) into analytics platforms (e.g. Google Analytics).
Redefine “Success” around these new metrics and maintain existing processes.
Take actions which actually lead to value generation.
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Dr. Natalie Petouhoff
Wondering how to set-up a social media measurement program? This presentation walks you through some social media ROI myths. It explores why creating a business case is more important than ever if you want to keep or increase your social media budget - that's because the pragmatists (Early Majority) want to understand how social media is moving the needle on traditional business metrics.
For most people, while we know social media is here to stay and something that companies pretty much need to do, few are clear on where the real business value comes from.
Often times people present metrics or KPIs (Key Performance Metrics) as their ROI. ROI is not a metric. It's a comparison of the benefits vs the costs of doing something. Costs tend to be made up of the costs of people, process and technology. It's the benefits that most people find more difficult to give attribution to and why more people are unsure of how to calculate social media ROI. This is something that I help companies understand.
This presentation uses case studies of the comparison of the costs vs. the benefits of using social media monitoring.
The case studies include examples from:
• Insurance Company who wanted to look at the effectiveness of an advertising campaign vs. a competitors campaign
• A craft company who creates products for scrap booking-type crafts; they wanted to look at product development & the effectiveness of their marketing
• A company that creates medical devices for diabetes & insulin injections who wanted to look at the effectiveness of their product launch and marketing
• A healthy kid snack company who wanted to examine a product launch and their product marketing
The technology used to do the evaluations was Crimson-Hexagon.
For more information or help with evaluating your social media initiatives you can find me at www.DrNatalieNews.com or on Twitter at @drnatalie
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
This is a webinar I did on looking at why ROI has become more important and how businesses can begin to look at how their social media monitoring activities are contributing to their bottomline. At the end of the day - there are two things that businesses must worry about: Increasing revenue and decreasing costs. Social media can do both, but you have to know how! The data from this presentation was created by using Crimson Hexagon's Platform.
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
Paid Masterclass: How to Measure & ReportFalcon.io
It's easy to think ad spend is just for the big brands but making informed purchase decisions benefits every business. The truth is social media channels are making advertising accessible to large and small businesses alike. Once you learn how to plan, create, and position your ads to your target audience, you’ll have a much smoother time proving the ad campaign’s ROI to your stakeholders. Now that the previous session covered the basics, you probably have an idea of where you want to implement your strategy. However, paid social isn’t the same on every network. Running ads on Facebook is different than on Twitter, so your strategy should be unique as well. In this paid social masterclass, we’ll break down how to use paid to the benefit of your brand and the metrics to huddle around. You’ll learn:
How to structure your audiences for ROI measurement
To retarget or not: What does your data tell you
Using data to reach your decision-makers
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
The question of social media ROI comes up often. The problem is not about measuring social media ROI because I believe it is quite easy to prove. The real problem is that too often people ignore their key corporate objectives and where and how social media marketing can complement their efforts to achieve those objectives.
IBM ConnectED 2015: IBM's Social Business TransformationEd Brill
IBM pioneered the concept of social business - an organization whose culture of participation and systems of engagement encourage groups of people to drive specific business outcomes. In this presentation, IBM Vice President Ed Brill describes the organization's progress on its social business journey. Real examples of how IBMers are driving innovation, speed,agility, client satisfaction, and employee engagement through the use of IBM Connections and other social tools are included, along with discussion of how to measure the business outcomes from internal social.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Advanced Social Media Monitoring
1. Social Media Analytics Workshop
#SXSW 2013
#leansocial #socialmeasure
Susan Alistair Margaret Blake
Etlinger Croll Francis Robinson
@setlinger @acroll @margaretfrancis @blake
2. What You Will Get Out Of This
Workshop
• Insight into how companies are measuring ROI for social
media activities in sales, marketing, operations functions
and more
• Better understanding of correlation vs. causality and other
analysis best practices
• Examples of the metrics brands use to demonstrate social
media success
– For channels
– For campaigns
– For ROI
• Overviews of the tools, applications, and approaches they
use to get them
• Guidelines & best practices for data visualization
3. Workshop Agenda
• 3:30-3:40: Intros & Logistics
• 3:40-3:50: Measuring ROI
• 3:55-4:05: Analysis best practices
• 4:10-4:20: Choosing Social Networks
• 4:25-4:40: Channel Metrics
• 4:45-5:00: Campaign Metrics
• 5:05-5:15: Data Visualization
• 5:20-5:35: ROI Analysis Reprise
• 5:35-6:00: Q & A/ Final Wrap Up
• 5 minutes breaks throughout are for audience
participation/ Q&A
4. Introductions
• Susan Etlinger: The Industry Analyst @setlinger
– Measurement matters because companies need to know ROI. And it is
possible to measure ROI on social media marketing programs
• Alistair Croll: The Entrepreneur @acroll
– Measurement matters because data should inform business design
and direction. And doing it well is both art and science.
• Blake Robinson: The New Tech Specialist @blake
– Measurement can help us improve campaigns- social, digital, cross
channel. There are some great applications out there to help us
execute.
• Margaret Francis: The Marketing Exec @margaretfrancis
– Measurement is a key element of audience understanding and the
genesis of all campaign design and execution. Especially on social
channels.
8. Relative Importance of Topics
5.20
4.70
4.20
3.70
High
Low
Avg
3.20
2.70
2.20
Challenges of What makes a SM best Calculating the Case studies & Tools overview The future
social data good metric practices value/ROI examples
9. (We got a little carried away)
Organizational Un- Somewhat Very Absolutely
size important important important critical
'2-10 2 2 5
101-500 4 5
11-100 3 4 9
5001+ 1 4 1
501-5000 1 2
Grand Total 3 5 13 22
10. Qualitative Insights
• “There’s no consensus on how to measure ROI
in the industry. Or even on my team.”
• “There’s no one tool that does it all.”
• “I have to go to every single social network to
get metrics.”
• “The metrics are different on every network.”
• “I know it’s important to analyze. I just have
limited time and resources to do it.”
11. Q&A
• What other topics should we hold time at the
end of the session for?
17. ―41% of of more than 1,000
companies and agencies surveyed
had ‗no return of investment figure
for any of the money they had
spent on social channels as of
October 2011.‘‖
eConsultancy, State of Social Report, November 2011
17
18. “There is no single ROI
for social media.”
Richard Binhammer, Dell Inc.
28. Why not?
The Honeymoon Period: Measurement
challenges and exuberance have granted a
(temporary) reprieve
Authentication and identity: Still nascent:
Facebook Connect, OpenID have low adoption:
CRM integration yet to come
Organization isn’t ready: Silos trap critical
insight and inhibit sharing
For ROI, only half the picture: No one is looking
at the ―I‖ in ROI--yet
28
30. Emerging Trends
Holistic View of Top-Down, Bottom-Up
• Ecosystem of tools: no single tool can satisfy every organizational
requirement or bridge the many device gaps
• Qualitative measurement will provide context
Data triangulation/integration is just beginning
• CRM, BI, Market Research. The customer-of-record and the
product-of-record
Customer journey becomes even more dynamic
• More devices generating data feeds and streams
• The race to solve for identity
Organizational integration is beginning—slowly
• It‘s not a linear path
30
31. ―I feel like we‘re all data chemists at
this point, trying to put a bunch of stuff
into our beakers to see if it works.‖
− Ken Burbary
Chief Digital Officer, Campbell Ewald
31
32. Q&A
• Which business goals is most important for
your company? What’s secondary? Tertiary?
– Operational Efficiency
– Marketing Optimization
– Innovation
– Revenue Generation
– Brand Health
– Customer Experience
34. Analytics is the measurement
of movement towards your
business goals.
http://www.flickr.com/photos/itsgreg/446061432/
35. Kevin Costner is a lousy entrepreneur.
Don’t sell what you can make.
Make what you can sell.
36. In a startup, the purpose of
analytics is to iterate to a
product/market fit before
the money runs out.
37. Most startups don‘t know what they‘ll
be when they grow up.
Freshbooks Mitel
was invoicing Wikipedia was a
Paypal lawnmower
for a web was to be
first built for company
design firm written by
Palmpilots
experts only
Autodesk
Hotmail Flickr
Twitter made
was a was going to
was a desktop
database be an MMO
podcasting automation
company company
38. Clear, comparable ratios
Tied to your business model
A good metric is Actionable, not vain
Correlated or causal
Leading or Lagging
39. Comparable ratios: think about a
car
• Clear: You know 60MPH is twice as fast as 30MPH
– In a country, speed limits and mileage are well understood
– Kilometers are conveniently decimal; miles map to hours
• Rates: Miles travelled is good; miles per hour is better;
accelerating or decelerating changes your gas pedal
• Business model: You can measure ―MPH divided by speeding
tickets‖ as a metric of ―driving fast without losing my license‖
40. Vanity Actionable
Picks a
direction.
Makes you feel
good, but doesn‘t
change how you‘ll
act.
http://www.flickr.com/photos/lostseouls/807253220/ http://www.flickr.com/photos/aussiegall/6382775153/
41. A metric from the early, foolish days of the Web.
Hits
Count people instead.
Marginally better than hits. Unless you‘re displaying
Page views
ad inventory, count people.
Is this one person visiting a hundred times, or are a
Visits
hundred people visiting once? Fail.
This tells you nothing about what they did, why they
Unique visitors
stuck around, or if they left.
Followers/friends/l Count actions instead. Find out how many followers
ikes will do your bidding.
Time on site, or Poor version of engagement. Lots of time spent on
pages/visit support pages is actually a bad sign.
How many recipients will act on what‘s in them?
Emails collected
Number of Outside app stores, downloads alone don‘t lead to
downloads lifetime value. Measure activations/active accounts.
43. 2-sided market model:
AirBnB and photography
• Stage: Revenue
• Model: 2-sided marketplace
• Rental-by-owner marketplace that allows
property owners to list and market their
houses. Offers a variety of related services as
well.
44. AirBnB tests a hypothesis
• The hypothesis: ―Hosts with professional
photography will get more business. And hosts
will sign up for professional photography as a
service.‖
• Built a concierge MVP
• Found that professionally photographed listings
got 2-3x more bookings than the market average.
• In mid-to-late 2011, AirBnB had 20
photographers in the field taking pictures for
hosts.
45.
46. A few words on causality.
http://www.flickr.com/photos/roryfinneren/65729247
58. Correlated Causal
Two variables that An independent
change in similar factor that directly
ways, perhaps impacts a
because they‘re dependent one.
linked to something
else.
Summer
Correlated Drowning
Ice cream
consumption
59. Leading Lagging
Number today that Historical metric that
shows metric shows how youre
tomorrow—makes doing—reports the
the news. news.
60. Q&A
• Do you believe that your personal engagement
with brands via social media causes you to
behave differently as a consumer/ customer?
– Always
– Sometimes
– Occasionally
– Never
– I’m a confirmed Luddite that has opted out of all
social media network participation so this is N/A for
me. I’m just here to watch.
61. Q&A
• Do you believe that consumer/ customer
engagement with your brand(s) via social
media causes new behaviors or is social media
engagement with your brand(s) correlated to
other phenomena?
– Causative
– Correlative
– Both. Depends on the situation
– Neither
63. Social Network Adoption Feb 2013
1 Billion+ 500 Million+ 800 Million+
400M+ 200M+ 90M+ 25M+
300M+ 150M+ 25M+ 100M+
64. Social Media Monitoring: Collection
of and insight into UGC
• Mentions by network/ media type
• Volume trends over time
• Semantic analysis/ themes
• Sentiment analysis
• Limited geo data
• Limited demo data
• Limited influencer data
• Some traditional media monitoring capabilities
• Slicing & Dicing capabilities
66. Monitoring Metrics as Mirror
METRIC HOW USED
COMPETITIVE BUZZ If we map social media activity / attention to our
activities/ marketshare, are we getting what we
deserve?
THEMATIC ANALYSIS Are the products, brand attributes, features we want
to communicate to consumers how they identify
with us?
BRAND FAVORABILITY/ Do consumers/ customers see us more or less
SENTIMENT favorably over time? Why? What about reporters &
influencers?
VERBATIMS Are consumers saying to each other what we want
them to say? Are there insights we can get from their
comments to each other?
NPS (NET PROMOTER Hand labeling of data to assess whether or not a
SCORE) piece of consumer generated content, or sum of a
consumer’s generated content, represents an
endorsement
67. Visible Technologies
Visible Technologies: Comprehensive enterprise class
monitoring. Comprehensive data & international content
77. Recorded Future
Free and paid versions.
So, so pretty. Good
tool for tracking
earned press coverage
78. Topsy
• Complete index of
Twitter 2010-now
• Instant access to
statistics for any
term, hashtag, phr
ase or handle
(activity, reach, infl
uence, geograph, s
entiment, top
tweets, links and
more)
• Used by Mashable
& Twitter for
projects like
Twitter Political
Index and
Mashable SXSW
Trendspotter
79. Topsy: All you can eat
Twitter monitoring for
~$1K/ month
81. Brands are participants now
Awareness/ Brand X X X X X X X X
Promotions X X X X X X X X
PR/ Influencer Mktg X X X X X X X X
Content Distribution/
Inbound Mktg X X X X X X X X
Community Mgmnt/
X X X X X X X X
Support
Lead Generation X X X X X X X X
Direct Sales X X X X X X X X
86. Content Marketing
B2B example-
ExactTarget
examples of “best
emails”
87. Community Management
British Airways: Clearly
communicates expectations for
this and other corporate social
media accounts, including hours
of service
88. ADVICE: Consider which social networks
you need to participate with, and why
RyanAir: Does not Boots: Does not
have correct logo appear to have
on FB, allows haters logged into Twitter
to post for 2+ years
89. Q&A
• Which social networks does your company…
– Currently monitor
– Currently market/ communicate on
– Plan to expand to over 2013 and beyond
91. Marketing Process: Ideal vs. Real
How it should work:
1 2 3 4
Set business Create program Deploy to Measure &
objective or campaign channels, Analyze
including social
Optimize & Improve
92. Marketing Process: Ideal vs. Real
How it actually works :
1 2 3 4
Look at the Let’s run a What a great Call an analyst
adoption numbers campaign on campaign on to justify
for social network XXX! XXX! campaign on
XXX! XXX!
5 6 7 8
What metrics/ How can we Assemble in PPT Do these metrics
KPIS can we get relate them to for presentation provide provable
from XXX or our business to boss connections to our
other sources? goals? goals? Attend seminar
93. Sample Channel Metrics
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales
Engagement Clicks, Conversions, • Website Traffic/ Views
Rate, Click Revenue and • List Growth / Contest
Through Rate derivatives entry
Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales
Retweets, Avg # Retweets, Replies, Inquiries
Favorites, Avg Favorites, Traffic • Support inquiries
Clicks Source Analysis fielded/ CSAT
• Loyalty: Renewal rates,
YouTube Views, Comments, Views, ACV increase, recency,
Subscribers, Avg New Subscribers frequency, purchase size
Comments, Avg Brand preference: NPS,
Share market share, equity,
LinkedIn Followers, Likes, Likes, Comments, awareness
Impressions Shares, Engagements
94. Sample Channel Metrics (cont)
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Pinterest Followers Pins, Repins, # • Direct or Attributed
Pins Repinners, # Boards, Sales
most clicked,Traffic • Website Traffic/ Views
source analysis, • List Growth / Contest
Content distribution entry
Google+ # Circles Shares, Comments • Lead Gen / Sales
# Pluses, Hangout Inquiries
Participants • Support inquiries
fielded/ CSAT
Instagram Followers Favorites, Comments, • Loyalty: Renewal rates,
Likes, Follower ACV increase, recency,
Growth frequency, purchase
Tumblr Followers Comments, Likes, size Brand preference:
Reblogs, Shares NPS, market share,
equity, awareness
95. Typical Channel Dashboard: Chart or Set of
Annotated Graphs Estimating Reach
Social Network Audience Size Trend Audience Notes
Facebook SHOW BIGGEST # Up XXX % or Everyone Buying media
Page1 maybe show little #’s YYY # last ZZZ sure helps
caveat: duplicates
Page2 period
Page3
Twitter SHOW BIGGEST # Digerati That one dude’s
Handle1 maybe show little #’s RT made our
caveat: duplicates
Handle2 week. Invite him
Handle3 to our party again
YouTube SHOW BIGGEST # Down XXX% Unknown One ‘viral video’
Channel1 maybe show little #’s or YYY # over and no metrics
caveat: duplicates
Channel2 last ZZZ will ever look
period good again
LinkedIn SHOW BIGGEST # Buyers & All the real traffic
Page1 maybe show little #’s Recruits is in messages
caveat: duplicates
Group1
97. Contrasting Audiences Across
Channels
Social Audience Growth Over Time
Facebook Twitter Google+ YouTube
400
New Fans/Followers/Circlers/Subscribers
350
300
250
200
150
100
50
0
SimplyMeasured: Aggregates audience
numbers for owned accounts on multiple
social networks, trending and giving you data
in spreadsheet form.
Extra Credit: Useful for competitive research
100. Simply Measured
Ranking content by engagement.
Clicks available with the GA
integration
101. Twitter Follow/ Unfollow
• >add Twitter dashboard<
Twitter: Does a nice job with the follow/
unfollow widget, for managing content
relevance/ frequency. Downloadable CSV with
numbers
Caveat: Have to buy ads to get it.
102. Facebook: So many metrics- all completely
proprietary!
Facebook Good: Audience insights
Bad: Tying purchase conversion to FB
• >add Facebook dashboard< happens outside FB
campaign
103. Instagram: Followers & Favorites
• >add instagram dashboard<
Instagram: Primitive but
pretty. Stats now
available on mobile
104. LinkedIn: Followers & Impressions
• >add linkedin dashboard<
LinkedIn Pros: We like the
simplicity of the dashboard
Cons: Download options? Real
activity is in messages that
aren’t tracked
105. ADVICE
• Set up an Excel. List all your supported social
properties in it.
• Decide on frequency of audience
measurement. Grab the basic metrics as
expeditiously as possible.
• Trend.
• Pick a couple of competitors to to track on a
different sheet. They’ll get less love when time
is short
106. Q&A
• Do you have basic audience metrics for the
social media networks you actively engage
on?
– Yes, from native application/ interface
– Yes, from other native application/ interface
– Partial
– No
108. Collect Social Media Campaign- To separate
Help embed Monitoring customized signal from
1 measurement
code across
the campaign
tools that
track 100% of
a brand’s
Boolean search
algorithms
gather relevant
noise, human
analysts
extract spam
plan Earned content from
performance. conversation
Enrich Analysts
measure the Demonstrate Combine with Ingest and
2 types & social effects of data on contextualize
volume of earned efforts Owned and data from
Earned organic on sites and Paid social special tactics
trends in microsites media and programs
conversation tactics, Brand
studies
Analyze
Normalize and Conduct Data Create
Generate
consolidate Analysis across clear, compelli
regular in-flight
3 campaign
updates and
insights
key metrics;
combine with
benchmarks
Paid, Owned, E
arned, and
Brand
ng infographics
reporting, desi
gned to be
where shared
available
109. Overall Campaign
The client’s campaign saw the greatest success with its
TV creative and a well-performing multi-media buy that
targeted like-minded communities to tell the story. Given The Brand 1 aw areness campaign
50%
w as able to achieve 50% of the Spine
the creative messaging (brand) and low overall awareness campaign’s action rate*
levels, the campaign performed strongly.
156,738
new Facebook Likes during the
Brand 1 VS. Brand 2 campaign flight
SED
PN
$2,366,400 (TV) + $3,809,007 (TV) +
TV
$1,354,758 (Digital)
302,261,400
$1,540,823 (Digital)
334,459,500
85%
of social conversation w as definitively
IM RS IO S
P ES N
positive
99%
D IT L
IG A
IM RS IO S
P ES N 140,850,868 246,651,804
increase in average daily new visits to
A E AG CR
VR E T .17 % .53% the Brand 1 page (359,792 total new
visits)
KPIs: SITE VISITS AND IMPRESSIONS
MEDIA PLAN DROVE
VISITS
25K
AWARENESS
AND ACTION
B C D IMPR SSIO
E
9M
NS
A
8M
20K 7M
6M
15K
5M
4M
10K
3M
2M
5K
1M
0 0
8/15 8/22 8/29 9/05 9/12 9/12 9/26 10/3 10/10 10/17
Brand 1 Visits B rand 1 First Microsite Visits Digital Impressions
T eV
im isits
*Action rate defined within SiteCatalyst as “visit path length greater than or equal to 2”
110.
111.
112.
113. Sample Campaign Metrics
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales
Engagement Clicks, Conversions, • Website Traffic/ Views
Rate, Click Revenue and • List Growth / Contest
Through Rate derivatives entry
Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales
Retweets, Avg # Retweets, Replies, Inquiries
Favorites, Avg Favorites, Traffic • Support inquiries
Clicks Source Analysis fielded/ CSAT
• Loyalty: Renewal rates,
YouTube Views, Comments, Views, ACV increase, recency,
Subscribers, Avg New Subscribers frequency, purchase size
Comments, Avg Brand preference: NPS,
Share market share, equity,
LinkedIn Followers, Likes, Likes, Comments, awareness
Impressions Shares, Engagements
114. Sample Campaign Metrics (cont)
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Pinterest Followers Pins, Repins, # • Direct or Attributed
Pins Repinners, # Boards, Sales
most clicked,Traffic • Website Traffic/ Views
source analysis, • List Growth / Contest
Content distribution entry
Google+ # Circles Shares, Comments • Lead Gen / Sales
# Pluses, Hangout Inquiries
Participants • Support inquiries
fielded/ CSAT
Instagram Followers Favorites, Comments, • Loyalty: Renewal rates,
Likes, Follower ACV increase, recency,
Growth frequency, purchase
Tumblr Followers Comments, Likes, size Brand preference:
Reblogs, Shares NPS, market share,
equity, awareness
115. Marketing Performance: Cross
Channel Campaigns
eBags “Bag an iPad” promotion
Cost: ~$25K in FB ads + software costs
Increased Facebook “likes” by 46K
Increased email subscribers by 28K
Tens of thousands in direct sales from site
visitors referred via the thank you page
127. Fluencr
Courtesy Fluencr:
Look for more companies
that use brand ambassadors/
user accounts to pull “viral”
metrics from
128. Union Metrics
for Tumblr
• Only product built from
Tumblr’s full firehose of data
(100MM events per day)
• Partnering with Tumblr as
Tumblr’s preferred 3rd party
analytics
• Topic tracking that enables
listening and monitoring as
well as individual blog
measurement
• Measure engagement trends Courtesy Offerpop:
over time Virality is an interesting
• Identify influencers, curators twist- trying to make your
and amplifiers
content as compelling and
• Visualize virality with reblog
network trees relevant as possible
129. TweetReach
• Three tools for Twitter
campaign and conversation
analytics:
• Real-time Twitter analytics
built on Gnip’s full-fidelity
Twitter stream
• Historical analysis with
access to complete Twitter
archive back to 2006
• Quick snapshots for simple
reporting
• Track reach, exposure and
volume trends over time
• Identify influencers and
advocates
• Discover top
content, including hashtags
and URLs
130. Bit.ly
Bit.ly (or Awe.sm
and other URL
shorteners) are
critical to tracking
content
performance
regardlesss of
distribution
channel
131. Rt.ly
RealTimeLy:
Good way of
engaging with
the zeitgeist
when items
are shared on
bit.ly
132. Rt.ly
RealTimeLy:
Good way of
seeing the
zeitgeist and
looking for
ways to
capitalize on it
133. Google+: Personal Brands
Google+: For personal brand
building- and SEO!
Let us repeat:
SEO SEO SEO SEO SEO!
134. Google Analytics
Google Analytics: Tried and
true for bound traffic analysis
and goal tracking on your
website
145. One big bet
• Before:
– Javascript used to push data from web pages
– Predefined set of metadata (utm_campaign=)
• Now:
– Anything can write to GA
– Any metadata can be written
• GA wants to be BI for the IOT*
*Google Analytics wants to be Business Intelligence for the Internet of Things
146. ADVICE
• Start with the business model, then find the
campaign that comes from it
• Everything is an experiment
• Pick the second biggest problem in the
company
• Before revenue, you’re building a product to
figure out what to build.
163. We are not alone
"In which of the following departments are there dedicated people
(can be less than one FTE) executing social?"
Marketing 73.4%
Corporate Communications/PR 65.6%
Customer Support 39.8%
Digital 36.7%
Social Media 35.2%
HR 28.9%
Product development/R&D 16.4%
Advertising 16.4%
At least 13 different
Customer/User experience 14.8%
IT 14.1%
departments are actively
Executive 10.9% involved in social media
Legal 9.4%
Market Research 7.8%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
163
164. If your social program is a silo, you‘re doing it wrong
164
167. Bye marketing funnel, hi customer journey
Consideration
Awareness
Transaction
How can we map and prioritize social
data from the customer’s POV to create
sustainable relationships?
Advocacy
Experience
Loyalty
168. The opportunity for the longer term
Design customer intelligence from the customer in, not the
enterprise out
Bring in stakeholders (including executive sponsors) from
across the enterprise
• How you find them: they are the people who are asking
what the data means and what we should do about it
Take a holistic approach to your data, with tailored
execution by business unit or department
Don‘t just focus on the sale; the customer certainly doesn’t
Start incrementally. Test, learn, repeat to build confidence.
Everyone is in the same boat
169. Social Engagement = Improved
Awareness
Cole-Haan Case Study Finding:
Awareness/
Interest is
correlated to
purchase
intent
170. Loyalty: LTV of Social Customers
Cole-Haan Case Study Finding:
We are seeing clear impact
of social engagement on
key marketing metrics at
the individual level
• Customer engagement
(clicks, opens)
• LTV
• RFM
• NPS
171. Marketing Performance: Cross Channel
Engagement Improves Performance in
Other Channels
Cole-Haan Case Study Finding:
This data is only
for Twitter, and
it demonstrates
how meaningful
single social
channel
participation
can be WRT
email
performance.
173. Thanks & see you next year
Susan Alistair Margaret Blake
Etlinger Croll Francis Robinson
@setlinger @acroll @margaretfrancis @blake
Editor's Notes
BLAKE TO TALK
BLAKE TO TALK
ALL TO TALK
ALISTAIR
ALISTAIR
ALISTAIR
ALISTAIR
Suggests that smaller organizations care much less about calculating ROI; but this isn’t statistically significant.
BLAKE TO TALK
BLAKE TO TALK
BLAKE TO TALK
Topsy provides a web based analytics solution called Topsy Pro Analytics for a number of verticals. Their main customers are brands, agencies, news/media and finance organizations. Topsy’s main focus is on allowing you to get instant results for any search without requiring prior setup. They’ve also partnered with a number of organizations like Twitter and Mashable for public sites, one of particular interest is SXSW Trendspotter which is tracking live trends this week at SXSW 2013 at http://sxswtrends.mashable.com
BLAKE TO TALK
BLAKE TO TALK
MENTION EURO DATA RESTRICTIONS
BLAKE TO TALK
Logo TV, a Viacom company, uses social media to build engagement around its lineup of original and syndicated programs including Ru Paul’s Drag Race, NewNowNext, and Bewitched. They use Offerpop’s Categories to easily categorize their posts by type, and see how they stack up against key metrics: reach, virality, clicks, People Talking About This, and Engaged Users.
BLAKE TO TALK
KISSmetrics
Mixpanel
Totango, Flurry,Parsely Dash
But remember: RIGHT time is better than realtime. Realtime only works if you can have an actionable response in the same timeframe, which generally means automation and parsing exceptions.
Chartbeat
Tweetable moment!PERFECT ANALYTICS should not come at the cost of adequate insight