Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Blake Robinson, profile picture
Uploaded byBlake Robinson
PPTX, PDF8,636 views

Advanced Social Media Monitoring

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.

Business◦
Downloaded 466 times
Social Media Analytics Workshop #SXSW 2013 #leansocial #socialmeasure Susan Alistair Margaret Blake Etlinger Croll Francis Robinson @setlinger @acroll @margaretfrancis @blake
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
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
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.
Session Attendee Survey Data
Session Attendee Survey Data
Session Attendee Survey Data • >insert survey results< ALISTAIR
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
(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
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.”
Q&A • What other topics should we hold time at the end of the session for?
ROI on Social Media: State of the State
13 “Essentially, all models are wrong, but some are useful.” George E. P. Box
14 Where are we?
Social data is everywhere 15
Companies now average an overwhelming number of corporate-owned accounts
―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
“There is no single ROI for social media.” Richard Binhammer, Dell Inc.
19 Measurement Challenges
Barriers to understanding revenue impact 20
21 How Companies Measure
Top-Down Approaches 22
Bottom-Up Approaches 23
No single approach dominates; it‘s a mix 24
What determines the mix today? 25
Examples 26
Revenue is not the primary goal (yet) 27
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
29 What’s Next?
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
―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
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
Working with Data: Best Practices in Analytics
Analytics is the measurement of movement towards your business goals. http://www.flickr.com/photos/itsgreg/446061432/
Kevin Costner is a lousy entrepreneur. Don’t sell what you can make. Make what you can sell.
In a startup, the purpose of analytics is to iterate to a product/market fit before the money runs out.
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
Clear, comparable ratios Tied to your business model A good metric is Actionable, not vain Correlated or causal Leading or Lagging
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‖
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/
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.
http://www.flickr.com/photos/circasassy/7858155676/ it‘s a If it won‘t change how you behave, bad metric.
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.
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.
A few words on causality. http://www.flickr.com/photos/roryfinneren/65729247
http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg
http://www.imdb.com/media/rm3768753408/tt0073195
http://www.flickr.com/photos/kapungo/2287237966
http://www.flickr.com/photos/25159787@N07/3766111564
http://www.flickr.com/photos/wheressteve/3284532080
http://www.flickr.com/photos/wtlphotos/1086968783
http://www.flickr.com/photos/stuttermonkey/57096884
http://www.flickr.com/photos/germanuncut77/3785152581
http://www.flickr.com/photos/fasteddie42/2421039207
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
Leading Lagging Number today that Historical metric that shows metric shows how youre tomorrow—makes doing—reports the the news. news.
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.
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
Social Media Monitoring: Metrics & Tools
Social Network Adoption Feb 2013 1 Billion+ 500 Million+ 800 Million+ 400M+ 200M+ 90M+ 25M+ 300M+ 150M+ 25M+ 100M+
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
Partial List of Social Media Monitoring Applications
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
Visible Technologies Visible Technologies: Comprehensive enterprise class monitoring. Comprehensive data & international content
Tracx Tracx: Sample Dashboard
Brandwatch Great language options. Easy query setup/ refinement
Brandwatch Query writing is an art form
Brandwatch Query writing is an art form
Brandwatch View of mentions
Brandwatch Nice dashboard
Brandwatch Modular dashboard options
Brandwatch Wordle: Can be used with any data set to make a tag cloud
Brandwatch Twitter: always with the volume
Recorded Future Free and paid versions. So, so pretty. Good tool for tracking earned press coverage
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
Topsy: All you can eat Twitter monitoring for ~$1K/ month
Social Media Marketing: Choosing Social Networks
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
Awareness/ Brand Courtesy Lexus/Moontoast
Promotion Courtesy Nexxus/ Offerpop Moved 101,000 samples in 48 hours 46% view-to- conversion rate
Content Marketing PolerStuff has a YouTube Channel, a Tumblr blog…
Content Marketing …and an Instagram feed
Content Marketing B2B example- ExactTarget examples of “best emails”
Community Management British Airways: Clearly communicates expectations for this and other corporate social media accounts, including hours of service
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
Q&A • Which social networks does your company… – Currently monitor – Currently market/ communicate on – Plan to expand to over 2013 and beyond
Social Media Networks: Metrics & Tools
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
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
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
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
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
SimplyMeasured: Great selection of reports for different channels and use cases
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
Simply Measured Complete Social Media Snapshot Report
Simply Measured Note the “export to PPT & Excel” options
Simply Measured Ranking content by engagement. Clicks available with the GA integration