The workshop focused on best practices for using social media data. Participants discussed challenges like data fragmentation across platforms and metrics. The first presentation provided strategies for gathering comprehensive social data and reporting impact to stakeholders. The second presentation outlined frameworks for social data KPIs, influencer insights, and measuring business impact. Breakout groups then developed KPIs to measure the success of a car launch social media campaign across Europe.
What happened when our industry leading Business Process Management (BPM) suite met OpenText's Enterprise Information Management (EIM) suite? Learn more here...
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Making the Pieces Fit: Marketing, Technology and the Expanding WebBluespire Marketing
What credit union marketers and IT professionals can look forward to learning:
- How your credit union can use the Web as an online marketing platform
- The very latest in interactive marketing trends (and the underlying technology driving them), including search engine marketing, email and social media marketing, and audience targeting
- Lessons from credit union and other regulated industry marketers who are embracing new trends and testing limits
- The industry standards driving the interactive landscape in the financial services industry
Conversation impact social media measurement by irfan kamal and john bellJohn Bell
To help guide brands on social media spending decisions, Ogilvy’s global social media marketing group, 360° Digital Influence, has developed and introduced a
new business objective-driven model that provides a quantitative measurement framework for [social] media effectiveness—Conversation Impact.
What happened when our industry leading Business Process Management (BPM) suite met OpenText's Enterprise Information Management (EIM) suite? Learn more here...
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Making the Pieces Fit: Marketing, Technology and the Expanding WebBluespire Marketing
What credit union marketers and IT professionals can look forward to learning:
- How your credit union can use the Web as an online marketing platform
- The very latest in interactive marketing trends (and the underlying technology driving them), including search engine marketing, email and social media marketing, and audience targeting
- Lessons from credit union and other regulated industry marketers who are embracing new trends and testing limits
- The industry standards driving the interactive landscape in the financial services industry
Conversation impact social media measurement by irfan kamal and john bellJohn Bell
To help guide brands on social media spending decisions, Ogilvy’s global social media marketing group, 360° Digital Influence, has developed and introduced a
new business objective-driven model that provides a quantitative measurement framework for [social] media effectiveness—Conversation Impact.
Optimizing Your Digital Content for Global, Mobile and Social UsersThe Next SEM
In our always-connected world, the new reality is that marketing prospects will complete 70% of their buyer's journey before engaging with a sales team. This presents marketers with a new set of challenges. They must employ creative ways to engage potential customers and convert them into leads, such as taking advantage of non-traditional digital channels to generate awareness and influence. The corporate website is the pivotal touch point, becoming a “virtual” sales rep to deepen the relationship with prospects who aren’t ready to take a sales call. Having the right content and offering a rich, engaging experience become imperative marketing goals.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
Ever wonder how social business calculates ROI? this IDC white paper provides a perspective on the ROI of social media and how to calculate the business value.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Optimizing Your Digital Content for Global, Mobile and Social UsersThe Next SEM
In our always-connected world, the new reality is that marketing prospects will complete 70% of their buyer's journey before engaging with a sales team. This presents marketers with a new set of challenges. They must employ creative ways to engage potential customers and convert them into leads, such as taking advantage of non-traditional digital channels to generate awareness and influence. The corporate website is the pivotal touch point, becoming a “virtual” sales rep to deepen the relationship with prospects who aren’t ready to take a sales call. Having the right content and offering a rich, engaging experience become imperative marketing goals.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
Ever wonder how social business calculates ROI? this IDC white paper provides a perspective on the ROI of social media and how to calculate the business value.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
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.
Case Study: How a B2B SaaS platform is transforming itself into a media company
We’re winning the battle for creating engaging content for a multiscreen user experience. Learn how Critical Media is using content discovery, social sharing & analytics to drive their Search & Social strategies. We’ll review the impact of traditional and digital strategies on Search & Social and why broadcast is still King. In this case study, you’ll learn how to produce content (owned media) that your consumers are interested in and earn more qualified visitors to your site.
Presented by: Dane Wiseman, Digital Marketing Manager, Critical Mention
www.bdionline.com
Digital PR: Toolkits, Reputation, and Search Matter More than Ever Before Casey Knox
A brand is defined by the summation of conversations taking place about it—online and offline. Although, this statement has always been true, the online component has never been easier of the two to measure. That is why, having the right narrative in play has never been more important. During this session, we will explore real world examples of proactive and reactive narratives, and the must-knows of leveraging digital PR to grow, position, protect and propagate brands.
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Social Networking Opportunity WorkshopHawkPartners
This workshop was created in the early days of social media to provide an overview of key players, but it's lessons are still relevant to developing a marketing strategy today.
For more information, contact info@hawkpartners.com
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Business Valuation Principles for EntrepreneursBen Wann
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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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effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
3. WORKSHOP AGENDA
Start: 09.00am
The social data challenge
– Chris Shaw, CEO Commetric
Data smart social enterprise
– Maz Nadjm, Founder SoMazi
Break out challenge
– 3 Teams
Summary & close
Close: 11.00am
3
4. TOPICS
1. Gathering data:
– What to look for, what to ignore and how to get
intelligence, not just information, from social
technology
2. Internal stakeholders:
– How to build bridges within your organization
with social insights
3. Social impact:
– How to report social media impact to elevate
your profile with key decisions makers
4
6. SOUND FAMILIAR?
Social Measurement - speaking one language in the company
it would be good to
understand how to
optimise SEO through
social data findings.
6
7. YOU’RE NOT ALONE
Q. What is preventing your
organisation/clients from harnessing social
data as effectively?
7
8. WHY IT IS EXTREMELY DIFFICULT
Mega trend: Avinash Kaushik, industry guru
talks about the ‘fragmentation of data
capture’.
• Different apps give rise to different metrics making
holistic view challenging
– New behaviours such as Pinterest ‘pins’
– Acceleration of new functions on social networks to retain traffic, notably
Facebook
• Organizations simultaneously under investing
– 63% of organizations have1-2 people tasked with social data &
measurement (Altimeter)
8
9. BUT WHY IT IS IMPORTANT
Q. What have been the primary positive
impacts of social media data within your
organization?
9
10. FUNDING LOOKING MORE LIKELY
Q. Where does digital business rank on your
strategic agenda in 2013?
10
11. CURRENT PAIN POINT PARADIGM
Comms CRM
Comms
Structured
Self ServiceEarned KPIs Data
KPIs
Dashboard Data
Open
Single Networks
Campaign
Text / Tweets
Accurate
Single Format
Qualitative Platform
Chinese Latin
languages languages
Multi Format
Platform Quantitative
Pictures Indicative
/ Videos
Closed Continuous
Networks Programme
Executive
Unstructure
Sales
Business Owned Report
Business
d data Data KPIs
KPIs 11
11
12. ONE APPROACH: TECHNOLOGY + PEOPLE
We combine advanced text
processing and visualization
technologies to optimize
human
analysis.
Harvesting multiple media types for
360° perspective
Accurate Natural Language Processing
(NLP) for speed
Statistical tools combining text with
business performance data
Visualizations to reveal new
connections in data
12
15. SOCIAL DATA SCORECARDS
The key is to develop KPIs that align to the
business objective yet deliver relevant
insights to key stakeholders
Business objective
Paid Earned Owned
Editorially Socially
Controlled Generated
KPIs for key Stakeholders
16. KPI DATA FRAMEWORK
Challenge is to combine data types and
analysis methodologies to deliver accurate
KPIs
HARVESTING QUANT FILTERS QUAL FILTERS
Editorially Socially Unstructured Data Verification &
ControlledGenerated Analysis
Structured Data
17. KPI SCORECARD OUTPUT
Combining quant & qual methodologies,
editorially controlled & socially generated
media formats into stakeholder KPI
scorecards Quant
Total Buzz vs. Buzz by Network
Buzz by geog market
Owned vs. shared coverage
Sentiment (indicative) by network
Qual
Discovered messages by brand (post / ref content)
Coverage drivers by peak
Sentiment by brand/competitor
18.
19.
20. SOCIAL INFLUENCE DATA FRAMEWORK
Deliver auto rankings of indicative influence.
Will improve but currently requires
qualitative enrichment
QUANTITATIVE FILTERS QUALITIATIVE FILTERS
Inputs Auto Rankings Relevancy x Consistency
- Overall activity
- Posts / topic
- No. followers
- Topic authority
- Re-tweet ratios
- FB ave. likes /post
- FB ave. comments
/ post
21. SOCIAL INFLUENCE DATA OUTPUT
Our objective is to identify ‘consistently
passionate influencers and map ‘gatekeepers’
to wider networks
ARAB SPRING – YEMEN
22. SOCIAL DATA / BUSINESS DATA
What are the data types that can be used to
discover the business impact of social media
SOCIAL DATA BUSINESS DATA
On topic activity CRM behaviour
– Posts (volumes trends / time) – FAQ visits
– Multipliers (contagion/ formats) – Online questions
– Quality (likes/dislikes; sentiment) – Call centre ($$)
Sales behaviour
– search/research
– Micro site visits
– Promotion click thru
– Purchases ($$)
Investor behaviour
– Buy / Sell
–Associated impact ($$$)
23. ONE APPROACH TO BUSINESS IMPACT
Combines media data (unstructured) with
business data (structured) ; discovers
correlations between rising media topics and
changes in business data
HARVESTING QUANT PROCESSING QUAL FILTERS
Editorially NLP/Semantic engine, Verification &
Controlled modeling Analysis
28. SOCIAL DATA GUIDING PRINCIPALS
# 1. Use the broadest set of data for true perspective
# 2. Combine methodologies, then be consistent
# 3. Think scalable processes, not just big data
# 4. Align to business objective, deliver KPIs for
key stakeholders
# 5. Know the difference between indicative and
qualified outputs
28
31. GROUP CHALLENGE OBJECTIVE
• Your team is leading the social strategy of an important
new car launch across five European markets.
– Launched date: 1st. April 2013
– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo
– Full national and network campaign from launch
• A key task is to create a set of Key Performance
Indicators to measure the campaign success in earned
social media
• To help with budget and buy-in, you
are meeting important internal
stakeholders. Tomorrow you will be
presenting the campaign KPIs to the
Marketing function
31
32. GROUP CHALLENGE OBJECTIVE
• Your team is leading the social strategy of an important
new car launch across five European markets.
– Launched date: 1st. April 2013
– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo
– Full national and network campaign from launch
• A key task is to create a set of Key Performance
Indicators to measure the campaign success in earned
social media
• To help with budget and buy-in, you
are meeting important internal
stakeholders. Tomorrow you will be
presenting the campaign KPIs to the
Marketing function
32
33. GROUP CHALLENGE OBJECTIVE
• Your team is leading the social strategy of an important
new car launch across five European markets.
– Launched date: 1st. April 2013
– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo
– Full national and network campaign from launch
• A key task is to create a set of Key Performance
Indicators to measure the campaign success in earned
social media
• To help with budget and buy-in, you
are meeting important internal
stakeholders. Tomorrow you will be
presenting the campaign KPIs to the
Marketing function
33
34. SOCIAL NETWORK METRICS (sample)
1. Number of followers
2. Number of following
3. Overall number of tweets
4. Average tweeting frequency (tweets/day based on last week/month)
5. Share of on-topic tweets (ratio of tweets on monitored topic vs. overall number of tweets for the study period – if applicable)
6. Average number of retweets (measures how engaged this users’ followers are)
7. Number of retweets for most retweeted posting (measures whether one hit-tweet was an outlier)
8. Share of posts with link to content (measures how much the user tends to tweet interesting content, vs. creating own tweets)
9. Share of tweets with @reference (measures how much the user is prone to conversations/interactions)
Facebook Groups:
Group level (Manual / not auto)
1. Closed vs. Open
2. Number of members
3. Wall activity: number of wall posts for specific time period; frequency of wall posts – open groups only
4. Wall activity: is it only group owner posting, or are members posting as well – open groups only
Single post level (all metrics below apply to open groups only):
1. Number of likes
2. Number of shares
3. Number of comments
4. Number of different users commenting
5. Number of comments per commentator
6. Additional layer of information - comments can be liked too, so where applicable, most liked comments/commentators
per group could be identified (currently purely manual unfortunately)
Facebook / Google + Personal Profiles: (Public profiles only)
Personal user profiles level
1. Number of friends
2. Number of subscribers
3. Active since
4. Average number of status updates per day/week
5. Average number of comments per status updates
6. Number of different users commenting on past X number of status updates (measures if the user interacts only with a small
group of more loyal friends, or many people engage with him/her)
7. Average number of other shares (links, photos, apps, locations etc) per day/week
8. Number of pages liked
9. Number of groups joined
10. Other applicable data – if necessary (number of photos uploaded, which apps the user is using)
34
35. SOCIAL NETWORK METRICS (sample)
Single status update/content share level:
1. Number of likes
2. Number of shares
3. Number of comments
4. Number of different users commenting
5. Number of comments per commentator
6. Is the post sponsored– now that you can pay to promote your own posts this is a metric we should bear in mind,
because it may explain higher values in the above quant metrics (conditional upon weather Facebook identifies
posts as sponsored!)
7. Number of likes by the user to the comments received by friends (to explain whose comments is the user
preferring/supporting)
LinkedIn
1. Number of Connections
2. Number of Companies in work experience
3. Number of Universities/Academic Institutions in education/training
4. Number of groups/professional communities joined
5. Number of status updates/shares
YouTube
Channel level:
1. Number of subscribers
2. Number of videos uploaded
3. Average frequency of uploading (videos per week/month
4. Average number of views per video
5. Average number of comments per video
Video level:
1. Number of views
2. Number of likes
3. Number of dislikes
4. Number of comments
5. Number of video responses
35
37. GROUP CHALLENGE OBJECTIVE
• Your team is leading the social strategy of an important
new car launch across five European markets.
– Launched date: 1st. April 2013
– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo
– Full national and network campaign from launch
• A key task is to create a set of Key Performance
Indicators to measure the campaign success in earned
social media
• To help with budget and buy-in, you
are meeting important internal
stakeholders. Tomorrow you will be
presenting the campaign KPIs to the
Marketing function
37
Editor's Notes
Collective fear in businesses that they have not got a handle on social Multiple formats Too dynamic to measure Too voluminous to find relevancy RESULT: REPUTATION EXPOSURE / BUSINESS RISK
Econsultancy and AdobeIt is based on a survey of 650 marketing professionals.Technical issues:social data is stored in disparate tools (31%) social analytics are separate from multichannel analytics and business intelligence (31%)However agencies: Were more likely to point to a lack of budget or buy-in from the top of the organisation (40%) Lack of joined-up thinking (40%).Collective fear in businesses that they have not got a handle on social Multiple formats Too dynamic to measure Too voluminous to find relevancy RESULT: REPUTATION EXPOSURE / BUSINESS RISK
Fragmentation of data capture; AvinashKaushik Digital Evangelist for Google, Author of Web Analytics 2.0http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/Different apps give rise to different metrics; making holistic view challengingNew behaviours such as ‘pins’ in Pintrest“I feel 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 at Campbell EwaldOrganizations move slowly: 63% of Alimteter survey reported 1-2 people tasked with social media measurement
Primary drivers are ‘customer insight’ – 84%However further inspection shows financial drivers make up most of the others – showing real focus in on ROIAli Ardalan, Intel‘why do you do an ROI analysis? To justify why you should do this project vs another, Why you need more funding. You need to know the results, are you wasting money?’ Could you have done the same thing with 20% less money?’Big Issue:Underlying expectation that AvinashKaushik talks about; Social media data should be a trackable as Web Analytics that have been so effective at optimizing online experiences, driver new dynamic models in advertising. But are they?The underlying tension here is the assumption that we can understand what people are thinking, wanting by the structured data elements in social data – such as ‘status’ updates, ‘likes/dislikes’, retweets and followers on twitter.As we shall see – these are ‘indicators’ and very valuable ones; however understanding what people are ‘saying’ and therefore thinking is more difficult and requires technologies that relay on processing ‘unstructured’ data – not ‘structured’
Mckinsey study:1,469 CEOs / C-suite April 2012 65% say dig data / analytics a top or top three corporate priority 68% say same about digital marketing & social tools 50% say current spending too small to deliver on aspirations of business transformationBudgets are expanding: 25% responded saying they spend at least 3% of total cost base on digital initativesBut lack of agreement between C-Suite:40% CEO expect investment at least 3%20% of CFOs agreed at this level, most say less!12% CIOs agree on this level, most say more!
Why is social media data difficult?In our dealings with clients, and I am sure this will be backed up by Maz later; there is currently what I call a new pain point paradigm – cheesy – but you are at the vortex of many elements that current are not ‘connecting’ – making your job very painful.Here are some of them – which I am sure you will be familiarBasically – there is no single remedy.Yet.But massive investments by Oracle, Salesforce and IBM point the way a tech architecture that will break down many of these data issues, and provide a single solution – or part…we are not there yet.
Best practice for EARNED media is to combine connect KPIs for Editorially Controlled & Socially Generatede.g. Opinions being gathered/refined/re-served in Editorial media vs. spontaneous or solicited opinions in social.KPIs need to connect to understand the relationship between the two formats
How does Klout work:has raised about US$40-million in funding to date.Klout now processes more than 2.7 billion pieces of information a dayalgorithm takes into account 400 distinct signalsGoogle, by comparison, only uses 200From from Twitter, now comes from Facebook, Google+, LinkedIn, Foursquare and Wikipedia It promotes three specific measures, which the company calls “true reach,” “amplification,” and “network impactDoes it capture the distinctions of actual, real world influence?How we think it works:The content you link to, and where you link to it fromThe conversations you have with people and their topicHow your followers act on your content (primarily how they retweet/share your content)Technology:mining/processing structured data: Process billions of ‘status’ updates on Facebook, Linked In, Twitter– est. 6 billion per day Process billions changes to ‘connections’ / followers – e.g. Social Graph – est. 4 billion per day Processing unstructured data: From 100+ million pieces of unstructured content – such as tweets, FB comments, linked inWe derive hundreds of thousands of different topics that 14 million users are influentialonOn average 5 topics per user using NLP and semantic analysis NLP (statistical) tags 1 million topics / ontology Key thing:Combine changes in ‘status’ and ‘connections’ to ‘topics’ (as they are defined)3 months of mentions and retweets are analyzed, currently over 6 billionRecent comments from Joe Fernandez:We are constantly evolving the algorithm with an eye toward increasing the score’s accuracyWe define influence as the ability to drive action. A person’s ability to get their network to engage with them is much more telling than their follower count.Through Klout, brands provide special offers, called “Perks,” to influencers and pay a fee to make those offers. We are also considering other forms of revenue, but Perks makes up the lion’s share of our income.
How does Klout work:has raised about US$40-million in funding to date.Klout now processes more than 2.7 billion pieces of information a dayalgorithm takes into account 400 distinct signalsGoogle, by comparison, only uses 200From from Twitter, now comes from Facebook, Google+, LinkedIn, Foursquare and Wikipedia It promotes three specific measures, which the company calls “true reach,” “amplification,” and “network impactDoes it capture the distinctions of actual, real world influence?How we think it works:The content you link to, and where you link to it fromThe conversations you have with people and their topicHow your followers act on your content (primarily how they retweet/share your content)Technology:mining/processing structured data: Process billions of ‘status’ updates on Facebook, Linked In, Twitter– est. 6 billion per day Process billions changes to ‘connections’ / followers – e.g. Social Graph – est. 4 billion per day Processing unstructured data: From 100+ million pieces of unstructured content – such as tweets, FB comments, linked inWe derive hundreds of thousands of different topics that 14 million users are influentialonOn average 5 topics per user using NLP and semantic analysis NLP (statistical) tags 1 million topics / ontology Key thing:Combine changes in ‘status’ and ‘connections’ to ‘topics’ (as they are defined)3 months of mentions and retweets are analyzed, currently over 6 billionRecent comments from Joe Fernandez:We are constantly evolving the algorithm with an eye toward increasing the score’s accuracyWe define influence as the ability to drive action. A person’s ability to get their network to engage with them is much more telling than their follower count.Through Klout, brands provide special offers, called “Perks,” to influencers and pay a fee to make those offers. We are also considering other forms of revenue, but Perks makes up the lion’s share of our income.
How does Klout work:has raised about US$40-million in funding to date.Klout now processes more than 2.7 billion pieces of information a dayalgorithm takes into account 400 distinct signalsGoogle, by comparison, only uses 200From from Twitter, now comes from Facebook, Google+, LinkedIn, Foursquare and Wikipedia It promotes three specific measures, which the company calls “true reach,” “amplification,” and “network impactDoes it capture the distinctions of actual, real world influence?How we think it works:The content you link to, and where you link to it fromThe conversations you have with people and their topicHow your followers act on your content (primarily how they retweet/share your content)Technology:mining/processing structured data: Process billions of ‘status’ updates on Facebook, Linked In, Twitter– est. 6 billion per day Process billions changes to ‘connections’ / followers – e.g. Social Graph – est. 4 billion per day Processing unstructured data: From 100+ million pieces of unstructured content – such as tweets, FB comments, linked inWe derive hundreds of thousands of different topics that 14 million users are influentialonOn average 5 topics per user using NLP and semantic analysis NLP (statistical) tags 1 million topics / ontology Key thing:Combine changes in ‘status’ and ‘connections’ to ‘topics’ (as they are defined)3 months of mentions and retweets are analyzed, currently over 6 billionRecent comments from Joe Fernandez:We are constantly evolving the algorithm with an eye toward increasing the score’s accuracyWe define influence as the ability to drive action. A person’s ability to get their network to engage with them is much more telling than their follower count.Through Klout, brands provide special offers, called “Perks,” to influencers and pay a fee to make those offers. We are also considering other forms of revenue, but Perks makes up the lion’s share of our income.