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DOs and DON’Ts
              of Social Analytics


Christophe Lauer – Valtech Corp.
twitter: @clauer
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agency
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15 offices, 8 countries, 3 continents.
    Listed on the Euronext Stock               100+ International Digital Projects.
               Exchange.                                   Delivered.
1600 people, One agile organization.
     Turnover: USD 140 millions




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What we can do for you.!


            We are Valtech. We create value through technology. !
        Enterprise               Marketing                Agile                  Customer
       Technology!              Technology!          Transformation!            Experience!

                           We enable the CMO       We empower people       We help marketers
 We turn the CIO into
                            to develop ROI         and organizations to    develop customer-
 a strategic business
                             driven digital           be reactive to         centric digital
        leader.
                              marketing.                 change.               strategies.

 Ò    IT Consulting      Ò    E-commerce         Ò    Application      Ò    Ideation & creative
 Ò    Enterprise 2.0     Ò    Mobile & Tablets         development            services
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                                                         transformation
 Ò    Architecture &     Ò    Analytics                                 Ò    Digital strategy
                                                   Ò    Agile coaching
       urbanization       Ò    E-reputation                              Ò    Digital Branding
                                                   Ò    Agile testing
 Ò    Software factory   Ò    Social media                              Ò    Campaigns
 Ò    Java & .net        Ò    Websites                                  Ò    Business modeling
 Ò    Microsoft                                                          Ò    UX services
 Ò    SAP
 Ò    IBM
 Ò    Global Sourcing
What we can do for you.!


            We are Valtech. We create value through technology. !
        Enterprise               Marketing                Agile                  Customer
       Technology!              Technology!          Transformation!            Experience!

                           We enable the CMO       We empower people       We help marketers
 We turn the CIO into
                            to develop ROI         and organizations to    develop customer-
 a strategic business
                             driven digital           be reactive to         centric digital
        leader.
                              marketing.                 change.               strategies.

 Ò    IT Consulting      Ò    E-commerce         Ò    Application      Ò    Ideation & creative
 Ò    Enterprise 2.0     Ò    Mobile & Tablets         development            services
                                                   Ò    Agile            Ò    Rapid prototyping
 Ò    Cloud              Ò    CMS
                                                         transformation
 Ò    Architecture &     Ò    Analytics                                 Ò    Digital strategy
                                                   Ò    Agile coaching
       urbanization       Ò    E-reputation                              Ò    Digital Branding
                                                   Ò    Agile testing
 Ò    Software factory   Ò    Social media                              Ò    Campaigns
 Ò    Java & .net        Ò    Websites                                  Ò    Business modeling
 Ò    Microsoft                                                          Ò    UX services
 Ò    SAP
 Ò    IBM
 Ò    Global Sourcing
DOs and DON’Ts
of Social Analytics
Defining the scope 

 of the conference!

 Social Monitoring

Social Media Strategy

    E-reputation

  Social Analytics
Social Media Marketing

   Where are we now?!
Social Media Marketing

   Where are we now?!
“ 
Half the money I spend
on advertising is wasted ;
the trouble is I don't know
which half.
         -- John Wanamaker
Social Analytics 

Why measure?!


   For internal use

For clients (if agency)

To Pilot and Optimize
Measure how?!


“
78% of European marketers
unhappy with social media
measurement


More	
  here:	
  
http://econsultancy.com/uk/blog/8122-78-of-european-marketers-unhappy-
with-social-media-measurement
Measure what?!



“
Not everything that counts can


                              ’’
be measured. Not everything
that can be measured counts.
               -- Albert Einstein
The question of ROI

          What we can hear about it…!

         « The ROI is simple:                   «  RONI:
       you’re out of business in       Return On Non Investment  »
        5 years if you don’t ! »



         «  COI:
   Cost Of Inaction  »
                                                 «  It’s just not
                            « What is the
                                                  measurable
                             ROI of your
                             mother?  »            anyway »


Our opinion is that it can be tracked, but it’s not
always the most adapted metric to track
Measuring ROI?!



ROI = (Gain from campaign – Cost of Campaign)

                  Cost of Campaign
How to get a better ROI ?!

   “      To get a good ROI, you need
          a big « R » ... or a small « i »

           R


                                                I
Revenue,	
  Mone.sa.on	
              Acquisi.on	
  Costs,	
  
                                         Expenses	
  
The big picture!
                   Planning!

                                               Measurement!



Listening!                        Execution!


                                               Optimization!




       Discover!           Measurement!
DOʼs and DONʼTs!


You’re welcome to tweet this.

  It should fit in less than 140c J
#1!




There is no magic list of metrics
There is no magic list of metrics!

•  Sorry to deceive you...

•  You will have to define the metrics that make sense in
   your context, on your market, and given the objectives
   and your business goals that are yours

•  Though, you’re not left alone: there are some good
   documents, studies and frameworks out there for you to
   start with. You can find more than a good inspiration in
   these.
   –  Do not miss this document from IAB and TMW:
   http://www.slideshare.net/Ifonlyblog/iab-measurement-
   framework-for-social-media-final4-3
#2!




Social Analytics is more than just ROI
Social Analytics is 

           more than just ROI!

•  If you’re into acquisition, the number of new
   contacts and the cost of acquisition may be
   good KPIs for you
•  If you’re focusing on brand awareness, you’ll
   probably want to track your brand’s Share of
   Voice
•  If you’re working on Customer Care, you may
   want to measure the customer satisfaction, the
   tickets resolution ratio and resolution speed
•  And so on... But the ROI is not the end all be all
#3!


          Activity ≠ Productivity

Your metrics must pass the « so what? » test
Activity ≠ Productivity!
•  Altimer Group insists on:

  «Give preference to result-oriented—rather than activity-oriented—metrics.
     
  One of the biggest pitfalls of social media measurement is the tendency to report
  activity-based metrics without demonstrating the corresponding result. This means
  looking at an increase in fans, followers, or page views as an end in itself, rather
  than as a step toward a specific goal.
  Use The Social Media Measurement Compass to put activity-based metrics in
  context: Did the additional followers also correlate with additional conversions? Did
  you see a Y% increase in conversions for every X% increase in followers? »
  (abstract)


•  More here:
   www.slideshare.net/setlinger/altimeter-social-
   analytics081011final
#4!




You need a Benchmark
You need a benchmark!
•  South Korea
  – 
  – 
  – 
       Total area:
       Pop. density:
       HDI:
                         100,210 km2
                         488 per km2
                         0.897
                                              ?!
                                               ?!
                                                  ?!
                                                    ?!
  –    GDP/capita:       $31,753               ?!  ?!
•  You need a reference:
  –    Market studies and market data
  –    Time reference (YoY, years N-1, N-2,    )
  –    Geographic, per countries
  –    From your competition
  –    A/B testing
  –    etc.
#5!



  Tools aren’t « automatic »

You need to inject intelligence
Tools arenʼt automatic!

•  You need to connect to your data sources

•  You need to clean and normalize your data

•  Know what you want to observe

•  You need to inject intelligence into the tools
   if you want to get intelligence from the tools
   in return...
#6!




All languages are not built-in equal
All languages are not supported
              equally!

•  Check that the tools you plan to use do support
   the various languages present in your different
   markets

  –    English is generally OK...
  –    What about Spanish?
  –    What about French?
  –    What about German?
  –    What about Italian?
  –    etc.
#7!



    Context is key

« Just read the book! »
Context is key!
Depending on the context, the exact same
comment can have very different meanings

•  On Amazon.com: « just read the book »
  means that you should read this book.
  == Positive advice

•  On Netflix: « just read the book »
  means that the film is bad and that you should rather
  read the original book
  == Negative advice
#8!




You need to have a holistic approach
You need to have a holistic
           approach!
By now you should now that there’s no such
thing as a « social media strategy »: there is a
marketing strategy, and it may contain some
layers of social media to some degree

So, how are you realistically going to measure
your actions and investiments in digital
marketing and social media, with tools that
do focus on just a small part of the scope and
do not give you a view on the whole
campaigns?
#9!




There are some good frameworks out there
There are some 

     good frameworks out there!
•  Good news: You’re not left alone, and you don’t
   have to reinvent the wheel

•  There are some good « frameworks » out there
   to start with. They provide more than just a
   source of inspiration:

  –  IAB/TMW
  http://www.slideshare.net/Ifonlyblog/iab-measurement-
  framework-for-social-media-final4-3
  –  Altimeter Group
  http://www.slideshare.net/setlinger/altimeter-social-
  analytics081011final
#10!



Be clear of the confidence in your data sets
Be clear of the confidence in your
               data sets!
•  Be aware that you work on partial and limited data sets

•  Typically:
   –  Search results from twitter, since you do not have access to
      the full « firehose »
   –  Public data and updates from Facebook
   –  Limited history

•  Where possible, also communicate on the confidence
   in your data source along with your results and
   dashboards

•  Corollary: You cannot do generalization and
   assumptions of your case to your market or your
   industry
#11!




Metrics should be « transparent »
Metrics should be transparent!
•  Because of the Google Pagerank and Facebook Edgerank, we are
   used to work on opaque metrics with secret calculation
   formulas in our industries. But this is a bad habit and we should
   try to do what is possible to avoid reproducing it.

•  Unfortunatelly, there is not standard definition for
   « engagement », and no standard calculation formula for it
   either. Same story as before: the GRP in TV is different from
   the GRP for display.

•  Some people and organizations – like IAB – try to come up with
   standard definition proposals.
•  Until then, make your best to use transparent metrics, and
   whenever possible do communicate on your methods and share
   your calculation formulas.
•  Corollary: Do not give too much importance to « black box »
   metrics that are calculated from formulas, like for instance the
   Klout score.
#12!



You cannot measure in case of
     a paradigm change
You cannot measure in case of 

        a paradigm change!

•  For instance: when you open a new sales channel
•  Or when you make your first steps into Branded
   Content
•  Recent exemple: the Facebook timeline for Brands
   –  Your brand pages changes from being a destination to a
      stream (=your history, your legacy)

•  Though, you should measure and store data to built
   an history (see point #4 : You need a Benchmark)
#13!




Measuring without taking action is useless
Measuring without taking action is
             useless!

•  You are not measuring just for producing
   reports that stay on the corner of your desk

•  If you measure, it is for taking actions.
  –  If not, don’t measure!
#14!




Measuring and optimizing have a cost
Measuring and optimizing 

            have a cost!
•  Measuring has a cost: tools, software licences,
   integration, data storage, computing, your time
   and the salaries of the teams, ...
   Measuring and optimizing have a cost

•  In some cases, these costs may be superior to
   the value that you can get from optimizing, and
   as a result this activity doesn’t pay off.

•  On the other hand: some topics are « a tax » and
   you just have to do it, even if rentability isn’t
   there
...
Social Analytics is

more than just counting fans!
HAVE QUESTIONS?!
THANK YOU!!
… now it’s time for a break

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DOs and DONT’s of Social Analytics

  • 1. DOs and DON’Ts of Social Analytics Christophe Lauer – Valtech Corp. twitter: @clauer
  • 2. This is Valtech! Hello, nice to meet you!
  • 3. We are a new breed of digital marketing & technology agency Hello, we are Valtech.!
  • 4. We are global and always on.! Sweden! Denmark! UK! Germany! USA! France! Turkey! Korea! Middle East! India! Asia Pac! Brazil! 15 offices, 8 countries, 3 continents. Listed on the Euronext Stock 100+ International Digital Projects. Exchange. Delivered. 1600 people, One agile organization. Turnover: USD 140 millions http://www.valtech.com -- Follow @valtech_ !
  • 5. What we can do for you.! We are Valtech. We create value through technology. ! Enterprise Marketing Agile Customer Technology! Technology! Transformation! Experience! We enable the CMO We empower people We help marketers We turn the CIO into to develop ROI and organizations to develop customer- a strategic business driven digital be reactive to centric digital leader. marketing. change. strategies. Ò  IT Consulting Ò  E-commerce Ò  Application Ò  Ideation & creative Ò  Enterprise 2.0 Ò  Mobile & Tablets development services Ò  Agile Ò  Rapid prototyping Ò  Cloud Ò  CMS transformation Ò  Architecture & Ò  Analytics Ò  Digital strategy Ò  Agile coaching urbanization Ò  E-reputation Ò  Digital Branding Ò  Agile testing Ò  Software factory Ò  Social media Ò  Campaigns Ò  Java & .net Ò  Websites Ò  Business modeling Ò  Microsoft Ò  UX services Ò  SAP Ò  IBM Ò  Global Sourcing
  • 6. What we can do for you.! We are Valtech. We create value through technology. ! Enterprise Marketing Agile Customer Technology! Technology! Transformation! Experience! We enable the CMO We empower people We help marketers We turn the CIO into to develop ROI and organizations to develop customer- a strategic business driven digital be reactive to centric digital leader. marketing. change. strategies. Ò  IT Consulting Ò  E-commerce Ò  Application Ò  Ideation & creative Ò  Enterprise 2.0 Ò  Mobile & Tablets development services Ò  Agile Ò  Rapid prototyping Ò  Cloud Ò  CMS transformation Ò  Architecture & Ò  Analytics Ò  Digital strategy Ò  Agile coaching urbanization Ò  E-reputation Ò  Digital Branding Ò  Agile testing Ò  Software factory Ò  Social media Ò  Campaigns Ò  Java & .net Ò  Websites Ò  Business modeling Ò  Microsoft Ò  UX services Ò  SAP Ò  IBM Ò  Global Sourcing
  • 7. DOs and DON’Ts of Social Analytics
  • 8. Defining the scope 
 of the conference! Social Monitoring Social Media Strategy E-reputation Social Analytics
  • 9. Social Media Marketing
 Where are we now?!
  • 10. Social Media Marketing
 Where are we now?!
  • 11. “  Half the money I spend on advertising is wasted ; the trouble is I don't know which half. -- John Wanamaker
  • 12. Social Analytics 
 Why measure?! For internal use For clients (if agency) To Pilot and Optimize
  • 13. Measure how?! “ 78% of European marketers unhappy with social media measurement More  here:   http://econsultancy.com/uk/blog/8122-78-of-european-marketers-unhappy- with-social-media-measurement
  • 14. Measure what?! “ Not everything that counts can ’’ be measured. Not everything that can be measured counts. -- Albert Einstein
  • 15. The question of ROI
 What we can hear about it…! « The ROI is simple: «  RONI: you’re out of business in Return On Non Investment  » 5 years if you don’t ! » «  COI: Cost Of Inaction  » «  It’s just not « What is the   measurable ROI of your mother?  » anyway » Our opinion is that it can be tracked, but it’s not always the most adapted metric to track
  • 16. Measuring ROI?! ROI = (Gain from campaign – Cost of Campaign) Cost of Campaign
  • 17. How to get a better ROI ?! “ To get a good ROI, you need a big « R » ... or a small « i » R I Revenue,  Mone.sa.on   Acquisi.on  Costs,   Expenses  
  • 18. The big picture! Planning! Measurement! Listening! Execution! Optimization! Discover! Measurement!
  • 19. DOʼs and DONʼTs! You’re welcome to tweet this. It should fit in less than 140c J
  • 20. #1! There is no magic list of metrics
  • 21. There is no magic list of metrics! •  Sorry to deceive you... •  You will have to define the metrics that make sense in your context, on your market, and given the objectives and your business goals that are yours •  Though, you’re not left alone: there are some good documents, studies and frameworks out there for you to start with. You can find more than a good inspiration in these. –  Do not miss this document from IAB and TMW: http://www.slideshare.net/Ifonlyblog/iab-measurement- framework-for-social-media-final4-3
  • 22. #2! Social Analytics is more than just ROI
  • 23. Social Analytics is 
 more than just ROI! •  If you’re into acquisition, the number of new contacts and the cost of acquisition may be good KPIs for you •  If you’re focusing on brand awareness, you’ll probably want to track your brand’s Share of Voice •  If you’re working on Customer Care, you may want to measure the customer satisfaction, the tickets resolution ratio and resolution speed •  And so on... But the ROI is not the end all be all
  • 24. #3! Activity ≠ Productivity Your metrics must pass the « so what? » test
  • 25. Activity ≠ Productivity! •  Altimer Group insists on: «Give preference to result-oriented—rather than activity-oriented—metrics.   One of the biggest pitfalls of social media measurement is the tendency to report activity-based metrics without demonstrating the corresponding result. This means looking at an increase in fans, followers, or page views as an end in itself, rather than as a step toward a specific goal. Use The Social Media Measurement Compass to put activity-based metrics in context: Did the additional followers also correlate with additional conversions? Did you see a Y% increase in conversions for every X% increase in followers? » (abstract) •  More here: www.slideshare.net/setlinger/altimeter-social- analytics081011final
  • 26. #4! You need a Benchmark
  • 27. You need a benchmark! •  South Korea –  –  –  Total area: Pop. density: HDI: 100,210 km2 488 per km2 0.897 ?! ?! ?! ?! –  GDP/capita: $31,753 ?! ?! •  You need a reference: –  Market studies and market data –  Time reference (YoY, years N-1, N-2, ) –  Geographic, per countries –  From your competition –  A/B testing –  etc.
  • 28. #5! Tools aren’t « automatic » You need to inject intelligence
  • 29. Tools arenʼt automatic! •  You need to connect to your data sources •  You need to clean and normalize your data •  Know what you want to observe •  You need to inject intelligence into the tools if you want to get intelligence from the tools in return...
  • 30. #6! All languages are not built-in equal
  • 31. All languages are not supported equally! •  Check that the tools you plan to use do support the various languages present in your different markets –  English is generally OK... –  What about Spanish? –  What about French? –  What about German? –  What about Italian? –  etc.
  • 32. #7! Context is key « Just read the book! »
  • 33. Context is key! Depending on the context, the exact same comment can have very different meanings •  On Amazon.com: « just read the book » means that you should read this book. == Positive advice •  On Netflix: « just read the book » means that the film is bad and that you should rather read the original book == Negative advice
  • 34. #8! You need to have a holistic approach
  • 35. You need to have a holistic approach! By now you should now that there’s no such thing as a « social media strategy »: there is a marketing strategy, and it may contain some layers of social media to some degree So, how are you realistically going to measure your actions and investiments in digital marketing and social media, with tools that do focus on just a small part of the scope and do not give you a view on the whole campaigns?
  • 36. #9! There are some good frameworks out there
  • 37. There are some 
 good frameworks out there! •  Good news: You’re not left alone, and you don’t have to reinvent the wheel •  There are some good « frameworks » out there to start with. They provide more than just a source of inspiration: –  IAB/TMW http://www.slideshare.net/Ifonlyblog/iab-measurement- framework-for-social-media-final4-3 –  Altimeter Group http://www.slideshare.net/setlinger/altimeter-social- analytics081011final
  • 38. #10! Be clear of the confidence in your data sets
  • 39. Be clear of the confidence in your data sets! •  Be aware that you work on partial and limited data sets •  Typically: –  Search results from twitter, since you do not have access to the full « firehose » –  Public data and updates from Facebook –  Limited history •  Where possible, also communicate on the confidence in your data source along with your results and dashboards •  Corollary: You cannot do generalization and assumptions of your case to your market or your industry
  • 40. #11! Metrics should be « transparent »
  • 41. Metrics should be transparent! •  Because of the Google Pagerank and Facebook Edgerank, we are used to work on opaque metrics with secret calculation formulas in our industries. But this is a bad habit and we should try to do what is possible to avoid reproducing it. •  Unfortunatelly, there is not standard definition for « engagement », and no standard calculation formula for it either. Same story as before: the GRP in TV is different from the GRP for display. •  Some people and organizations – like IAB – try to come up with standard definition proposals. •  Until then, make your best to use transparent metrics, and whenever possible do communicate on your methods and share your calculation formulas. •  Corollary: Do not give too much importance to « black box » metrics that are calculated from formulas, like for instance the Klout score.
  • 42. #12! You cannot measure in case of a paradigm change
  • 43. You cannot measure in case of 
 a paradigm change! •  For instance: when you open a new sales channel •  Or when you make your first steps into Branded Content •  Recent exemple: the Facebook timeline for Brands –  Your brand pages changes from being a destination to a stream (=your history, your legacy) •  Though, you should measure and store data to built an history (see point #4 : You need a Benchmark)
  • 44. #13! Measuring without taking action is useless
  • 45. Measuring without taking action is useless! •  You are not measuring just for producing reports that stay on the corner of your desk •  If you measure, it is for taking actions. –  If not, don’t measure!
  • 47. Measuring and optimizing 
 have a cost! •  Measuring has a cost: tools, software licences, integration, data storage, computing, your time and the salaries of the teams, ... Measuring and optimizing have a cost •  In some cases, these costs may be superior to the value that you can get from optimizing, and as a result this activity doesn’t pay off. •  On the other hand: some topics are « a tax » and you just have to do it, even if rentability isn’t there
  • 48. ...
  • 49. Social Analytics is
 more than just counting fans!
  • 51. THANK YOU!! … now it’s time for a break