Digital Analytics: Keys to Avoiding Digital Darwinism

Copyright ©2012 Marketing Associates LLC. All rights reserved.
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Digital Analytics
KEYS TO AVOID DIGITAL DARWINISM
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June 2012

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How fast is the social
web evolving?

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Twitter was founded in July, 2006 and reached
1 Billion Tweets in…
years months day

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Today:
3,800 Tweets/Second
228,000 Tweets/Minute
13,680,000 Tweets/Hour
328,320,000 Tweets/Day
= 1 BILLION Tweets every 3 days

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The Twitter Population
Rank Country Population
1 People's Republic of China 1,347,350,000
2 India 1,210,193,422
3 United States 313,686,000
4 Indonesia 237,641,326
5 Brazil 192,376,496
6 Pakistan 179,764,000
7 Nigeria 162,471,000
8 Russia 143,100,000
9 Bangladesh 142,319,000
10 Japan 127,610,000
Twitter’s
population would
place it as the 10th
largest country in
the world
As of May 2012, there
are an estimated
140M active users
on Twitter

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What are they broadcasting?
Opinions Compliments/Complaints Information Sharing Questions
ME - NOW

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The 2012 Social Media Landscape

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How do we listen for conversation streams?
• Set up libraries of keywords
• Boolean Logic for data aggregation
• A conversation may contain:
• [Volkswagen OR VW] AND Golf NOT Clubs

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How we process the conversation streams?
• Sentiment Analysis is Polarized: +/- or neutral
• Demographic
• Geosegment
• Engagement
• Influencers

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Profiling And Segmenting The Data
• Brand advocate
• Customer service
• Feedback (survey data or focus group)
• Complaints & negative sentiment
• Question about a product
• Prospective in-market customer

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The Social CRM: Customer Relationship Management

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Why aggregate social data into your CRM?

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Why aggregate social data into your CRM?

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Many supportive stats…

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Why aggregate social data into your CRM? [continued]

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Using a Keyword Density analysis of the Volkswagen Credit Website [http://www.vw.com/en/financial-services.html]
a 30-word keyword library was compiled to match against Volkswagen and Audi brands.
The following keywords were used as potential in-market indicators on Twitter:
apr financial price comparison
buy financing options program
car find a dealer protection
cars inventory quote
compare lease test drive
credit looking for dealer tradein
credit application offer trade-in
dealer order vehicle
estimator price Volkswagen credit
finance price compare Warranty
Overview of VCI Social Framework

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Keywords indicative of in-market behavior were matched against the following Volkswagen products:
VW Beetle
VW CC
VW Eos
VW Golf
VW Golf R
VW GTI
VW Jetta
VW Jetta
SportWagen
VW Passat
VW Routan
VW Tiguan
VW Touareg

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Audi
Audi A3
Audi A4
Audi A4 Avant
Audi S4
Audi S5
Audi A5
Audi S5 Cabriolet
Audi A6
Audi A7
Audi A8
Audi Allroad
Audi Q5
Audi Q7
Audi TT Coupe
Audi TT
Audi TTS Coupe
Audi TT Roadster
Audi TT RS
Audi R8
Audi R8 Spyder
Audi R8 GT
Audi R8 GT Spyder
Keywords indicative of in-market behavior were also matched against Audi products

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• On Twitter a total of 167,761 conversations mentioned VW and Audi Brands in May 2012
• 90K posts related to Audi brands or 53.7% of total posts [tweets]
• 70K posts mentioned Volkswagen brands, or 46%.3% of total posts.
• Volkswagen saw over a 30% increase in mentions over April 2012
Social Brand Summary: 5/1/2012 – 5/31/2012

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• 65,733 conversations mentioned a brand (vehicle) along with a potential in-market key term [see slide17]
• 33.1K posts related to Volkswagen and an in-market key term
• 32.7K posts mentioned Audi along with an in-market key term
• Though daily volume fluctuated, the monthly market share is almost equal with 50.2% belonging to VW
VW mentions peaked on
May 9 at 1,877
Audi mentions peaked on
May 18 at 1,785
Daily trends of key terms for all brands/products

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• 87% of tweets were ‘Neutral’; meaning neither positive or negative as determined by Radian6 linguistic engine
• The above data focused on Positive/Negative/Mixed, or 12.7% of the total May conversation streams for VW
• From a total of 3.6K conversations, 71.4% were positive
• 27.7% were negative
• <1% was mixed (containing both positive and negative words)
• Negative comments can be further mined and directed to customer service workflow
VCI: Sentiment Analysis Overview

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• When further segmenting the 2.6K positive comments we can see patterns in the conversation streams
• Beetle, Jetta and Passat are amongst the more popular brands discussed on Twitter
• Positive sentiments such as excitement, happiness may be indicative of a person who is in-market
• Khaleed (top-left) is in the 21-24 Male demographic and is above the 90th percentile for # of followers with 340
• 93% of Twitter accounts have < 100 followers [see Appendix]
VCI: Positive Sentiment Examples

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• VW current Social Market Share [MAY2012] is 8%
• The above topics and accounts can be used as part of a social strategy to
increase social influence
• Consolidate and increase inbound links
Estimated 21 million active Twitter users in the U.S.
33% of personal accounts follow at least one brand
Tweets last up to 67x longer for users with higher Klout* scores
VCI: Influencers, Topics and Social Market Share
491
101
66
55
47
40
37
34
28
25
0 100 200 300 400 500
/@youtube
/@vw
/@jalopnik
/@huffposttech
/@sharethis
/@driversdrive
/@volkswagen
/@techvehicles
/@psfk
/@mattbarker1
Top 10 Influential Accounts
1183
555
494
488
156
156
152
145
143
138
0 200 400 600 800 1000 1200 1400
#volkswagen
#cars
#car
#vw
#gti
#vwfan
#jetta
#golf
#auto
#beetle
Top 10 Most Popular Topics
All Auto
Finance
92%
VW
Financial
Services
8%
Klout: The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence
others. The Klout Score uses data from social networks in order to measure True Reach, Amplification and Network Impact

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Social Market Share Impact on Search
I’m the #1 Search Engine
Δ of Avg. Rank

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Closer Look at Social Value
Key Points:
• As content is shared and people visit your
Website, it's important to understand how
visitors from different social sources engage
with your content.
• Assisted Conversions: This is the metric (and
monetary value) of sales and conversions the
social network assisted. An assist occurs when
someone visits your site, leaves without
converting, but returns later to convert during a
subsequent visit.
• Last Interaction Social Conversion: This is
the number (and monetary value) of last click
sales and conversions. When someone visits
your site and converts, the visit is considered a
last click. The higher these numbers, the more
important the social network’s role in driving
completion of sales and conversions.

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Calculating Social Media ROI

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5 Keys To Stay Competitive in Digital
Social Networks: from Facebook to Twitter to Google+, understand
how they’re connecting to influencers and businesses via analytics.
Social Data Aggregation: Collect, segment and attribute social
consumer data and integrate with CRM
Provide Holistic Online Presence for your business across a variety
of platforms such as tablets, smartphones, laptops and desktops.
Understand how consumers are experiencing the online presences your
company creates and whether or not they deliver a holistic and
optimized experience per platform.
Quantify Your Consumer Clickpath based on the platform consumers
are using. Steer experiences based on the expectations of your
customers. Consider the device or network where customers enter
marketing funnel when measuring ROI.
Spend 95% of Time Defining Problem and 5% solving it; automate
your reports. Attempting to answer questions without an adequate
tracking architecture may at times be impossible or generate inaccurate
data. Define your variables and equations prior to campaign launch to
analyze and fully understand digital data.

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Thank you!
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Roni Leibovitch, Senior Consultant
Decision Sciences
rleibovitch@marketingassociates.com

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Appendix
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Twitter Influence
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Fact: 93.6% of Twitter users have less than 100 followers, while 98% of users have less than 400 followers.
Meanwhile, 1.35% of users have more 500 followers, and only 0.68% of more than 1,000 followers.

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Top 50 U.S. Brands
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Digital Analytics: Keys to Avoiding Digital Darwinism

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