This article gives analysts some tips on how to formulate meaningful insights derived from careful planning, organizing, and contextualizing of available data from various social media channels.
Tracking What Matters: Best Practices and Common Pitfalls in Social Media Mea...Cognizant
Media and entertainment companies must challenge conventional wisdom to effectively turn social data into meaningful business intelligence that is engrained in and implemented into their operational processes.
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
This document discusses important terms for social media analysts to know across different social media platforms. It begins by explaining the importance of understanding analytics terms as social networks have improved their analytics offerings. It then provides definitions and explanations for 29 key terms used on platforms like Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram. These terms include things like engagements, impressions, influencers, sentiment and various platform-specific metrics. The document aims to help social media analysts understand and communicate about performance consistently across networks.
How to Reach B2B Buyers with Influencer Marketing in 2020Zeno Group
In this eBook, we break down the importance of influencer marketing for B2B brands, we analyze the topics and trends that are relevant to B2B buyers, and summarize the differences between organic influencer engagement and paid influencer activation and why it’s important to do both.
Using Audience Intelligence to Architect a Content StrategyZeno Group
This eBook we created to help you navigate the world of audience data and intelligence. We gives actionable advice on how to use this data to inform content, editorial, paid media and media relations.
The Complete Social Media Competitive GuideMohamed Mahdy
The document provides a guide to conducting competitive analysis on social media. It discusses identifying relevant competitors based on share of conversation, audience, and engagement. Metrics to measure include engagement levels, follower growth, posting frequency, and content type. The guide recommends establishing benchmarks and averages to track performance over time. It suggests using insights from the analysis to inform strategic planning through a SWOT analysis.
Forbes Contributors Audience Analysis 2020Zeno Group
The document analyzes 6 distinct audience segments that contribute to or write for Forbes based on their bio search profiles and interests. The segments are Coaching & Self-Help (6.4%), Keynote Speakers (29%), Digital Marketing (26%), Fintech/Finserv (21%), CMOs (14%), and Journalists & Media (3.8%). Each segment is described in terms of their geographic locations, interests, job titles, preferred social media channels, and factors influencing purchase decisions.
Automation & Robotics: 2018 Media & Influencer AnalysisZeno Group
The document analyzes media coverage and influencer discussion around automation and business process management (BPM) from January to December 2018. It finds that the top media outlets driving the narrative are IE, EE, and Spectrum, while the most discussed topics are automate, business processes, artificial intelligence, healthcare, and machine learning. The analysis also identifies several key influencers in the space and their popular topics of discussion over time, such as the future of work, digital transformation, and more.
This 20 page primer goes into detail on how large brands are evolving their approach to marketing and communications.
Download a full copy at www.bit.ly/IncitePrimer
We discuss:
1) The 4 Key Issues for 2013: Predictions for the development of your role
2) How big data, social media and customer-centricity will drive a merging of the marketing and communications departments
3) How ‘multi-channel’ is going to revolutionise marketing and communications. Again.
Have a look!
Tracking What Matters: Best Practices and Common Pitfalls in Social Media Mea...Cognizant
Media and entertainment companies must challenge conventional wisdom to effectively turn social data into meaningful business intelligence that is engrained in and implemented into their operational processes.
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
This document discusses important terms for social media analysts to know across different social media platforms. It begins by explaining the importance of understanding analytics terms as social networks have improved their analytics offerings. It then provides definitions and explanations for 29 key terms used on platforms like Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram. These terms include things like engagements, impressions, influencers, sentiment and various platform-specific metrics. The document aims to help social media analysts understand and communicate about performance consistently across networks.
How to Reach B2B Buyers with Influencer Marketing in 2020Zeno Group
In this eBook, we break down the importance of influencer marketing for B2B brands, we analyze the topics and trends that are relevant to B2B buyers, and summarize the differences between organic influencer engagement and paid influencer activation and why it’s important to do both.
Using Audience Intelligence to Architect a Content StrategyZeno Group
This eBook we created to help you navigate the world of audience data and intelligence. We gives actionable advice on how to use this data to inform content, editorial, paid media and media relations.
The Complete Social Media Competitive GuideMohamed Mahdy
The document provides a guide to conducting competitive analysis on social media. It discusses identifying relevant competitors based on share of conversation, audience, and engagement. Metrics to measure include engagement levels, follower growth, posting frequency, and content type. The guide recommends establishing benchmarks and averages to track performance over time. It suggests using insights from the analysis to inform strategic planning through a SWOT analysis.
Forbes Contributors Audience Analysis 2020Zeno Group
The document analyzes 6 distinct audience segments that contribute to or write for Forbes based on their bio search profiles and interests. The segments are Coaching & Self-Help (6.4%), Keynote Speakers (29%), Digital Marketing (26%), Fintech/Finserv (21%), CMOs (14%), and Journalists & Media (3.8%). Each segment is described in terms of their geographic locations, interests, job titles, preferred social media channels, and factors influencing purchase decisions.
Automation & Robotics: 2018 Media & Influencer AnalysisZeno Group
The document analyzes media coverage and influencer discussion around automation and business process management (BPM) from January to December 2018. It finds that the top media outlets driving the narrative are IE, EE, and Spectrum, while the most discussed topics are automate, business processes, artificial intelligence, healthcare, and machine learning. The analysis also identifies several key influencers in the space and their popular topics of discussion over time, such as the future of work, digital transformation, and more.
This 20 page primer goes into detail on how large brands are evolving their approach to marketing and communications.
Download a full copy at www.bit.ly/IncitePrimer
We discuss:
1) The 4 Key Issues for 2013: Predictions for the development of your role
2) How big data, social media and customer-centricity will drive a merging of the marketing and communications departments
3) How ‘multi-channel’ is going to revolutionise marketing and communications. Again.
Have a look!
From October 21, 2009 to November 3, 2009, Vocus surveyed approximately 1,800 public relations professionals about their perceptions of PR planning for 2010 amid a changing and dynamic landscape. Key findings include the following: Social media to be a key focus in 2010. 80 percent of respondents say they will focus on social media in 2010; multimedia is not far behind with 63 percent, while measuring results, SEO (search engine optimization) and viral campaigns trail with 58, 57 and 56 percent, respectively.
LinkedIn Whitepaper: How Sales Teams Can Build Pipeline FasterRobert Koehler
The document discusses how LinkedIn Sales Navigator helps sales teams build their sales pipeline faster. It provides targeted searches to find decision makers within accounts, insights into prospects from their LinkedIn profiles, and opportunities to leverage existing connections to secure warm introductions. Users report that Sales Navigator has shortened sales cycles, increased conversion rates, and helped more reps exceed their quotas. The conclusion states that a healthy pipeline is key to business growth and rep satisfaction, and social intelligence tools like Sales Navigator are transforming prospecting into a more effective process.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the fourth annual JOTW Strategic Communications Survey to understand trends in the field of communications. About 300 professionals took the survey: 97% of respondents are based in the U.S.; 88% report having 11 or more years of experience; 62% of respondents are in-house communicators; and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
Our analysis uncovered 6 distinct and unique data scientist sub-audiences. This audiences were created using bio search with unique self-identifiable key phrases like data science and data scientist.
Vikki Bingham, Head of Client Development at Bilfinger GVA, discusses how data analytics is playing a more critical role in their client development strategy. Bilfinger GVA has been working to improve how they capture and utilize client data from both internal and external sources over the past 12 years. While progress has been made, Vikki sees opportunities to further automate reporting and improve user engagement with a system that more easily tracks and shares client information.
Chapter 9 (social media for consumer insights)Jawad Chaudhry
This document discusses various methods that marketers can use to conduct research on social media, including both qualitative and quantitative approaches. It describes primary and secondary social media research methods such as observational research, ethnography, netnography, monitoring and tracking, sentiment analysis, and content analysis. The document also cautions that social media research faces challenges such as ensuring accuracy in analysis and avoiding errors and biases that can occur from nonresponse or inadequate sampling.
Grayling advantage series part 1 brand resilienceGrayling
This document provides an overview of brand resilience and discusses how organizations can assess risk and identify opportunities to build brand resilience. It introduces the concept of brand resilience as being determined by a brand's visibility and content mix. Visibility refers to how easy a brand is found via search, while content mix refers to the types of content people see about a brand. The document uses examples to illustrate key concepts like brand space visibility versus topic space visibility. It also discusses how organizations can use tools to analyze their brand resilience and conduct risk assessments to identify potential crisis issues and pre-emptively develop responsive content. Finally, it presents a case study of Alton Towers theme park and how a ride incident impacted its brand visibility and content mix.
Social Media is no longer something relevant just for the area of Marketing. ...Socialmetrix
The document discusses how social media analytics can make the lives of marketers and digital agencies easier by providing clear, direct, and accurate information through dashboards and metrics. It emphasizes the importance of comparing metrics like audience growth, engagement, and content performance to benchmarks from competitors and time periods to guide strategies. The key is aligning social media goals and analysis with overall business objectives to prove the return on investment from social media activities.
This document discusses the importance of using social media analytics tools to measure social media success and avoid "flying blind". It recommends benchmarking against competitors to identify what content and strategies are most effective. The summary discusses tracking key metrics on different platforms, comparing performance to benchmarks, and how competitive analysis can help optimize strategy and customer service.
This document provides tips for community managers on how to use Klout to benefit their community. It outlines objectives like developing social initiatives, finding unique perspectives, establishing influence expectations, and determining influencers. It provides a step-by-step guide to analyzing user profiles on Klout to find influencers and fresh topics. Community managers are advised to consider factors like current Klout scores and engagement strategies when establishing influence expectations.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
Social selling involves leveraging social media to complement traditional sales processes. It allows salespeople to engage in conversations with customers, co-create solutions, and expand sales through social referrals. The four phases of social selling are social research, social interaction, social solution, and social sales commitment. This continuous process involves profiling prospects, interacting with them online and in-person, collaboratively developing solutions to meet customer needs, and securing sales commitments in a friendly, non-invasive manner. The goal is to foster social relationships and trust to help buyers make purchase decisions that benefit both parties.
CMOs are increasingly focused on monetizing social media marketing and measuring ROI. Many CMOs now perceive that social media marketing can and is producing measurable ROI, especially those with more mature social media programs. As a result, over three-quarters of CMOs plan to continue or further increase their investment in social media marketing in 2011 compared to 2010. Measuring ROI requires identifying the values used to calculate return and the costs used to calculate the investment in social media marketing programs.
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
INSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from industry experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community Managers
Social Media Consultants
ACCOUNT Planners / Strategists
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
NSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from INDUSTRY experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community MANAGERS
Social Media Consultants
ACCOUNT Planners / Strategists
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...Connie Bensen Lund
A brand audit using a social media monitoring tool is the first step in creating an effective social media strategy. A brand audit identifies a brand's online presence and conversations about the brand to understand customer needs and set business objectives for the social media strategy. Key reports from a monitoring tool provide insights on topics, influencers, sentiment, locations, and demographics of conversations to guide the strategy. Objectives may include improving marketing, customer service, sales, product development and public relations. The brand audit also establishes metrics to measure progress and ROI of the social media campaign.
From October 21, 2009 to November 3, 2009, Vocus surveyed approximately 1,800 public relations professionals about their perceptions of PR planning for 2010 amid a changing and dynamic landscape. Key findings include the following: Social media to be a key focus in 2010. 80 percent of respondents say they will focus on social media in 2010; multimedia is not far behind with 63 percent, while measuring results, SEO (search engine optimization) and viral campaigns trail with 58, 57 and 56 percent, respectively.
LinkedIn Whitepaper: How Sales Teams Can Build Pipeline FasterRobert Koehler
The document discusses how LinkedIn Sales Navigator helps sales teams build their sales pipeline faster. It provides targeted searches to find decision makers within accounts, insights into prospects from their LinkedIn profiles, and opportunities to leverage existing connections to secure warm introductions. Users report that Sales Navigator has shortened sales cycles, increased conversion rates, and helped more reps exceed their quotas. The conclusion states that a healthy pipeline is key to business growth and rep satisfaction, and social intelligence tools like Sales Navigator are transforming prospecting into a more effective process.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the fourth annual JOTW Strategic Communications Survey to understand trends in the field of communications. About 300 professionals took the survey: 97% of respondents are based in the U.S.; 88% report having 11 or more years of experience; 62% of respondents are in-house communicators; and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
Our analysis uncovered 6 distinct and unique data scientist sub-audiences. This audiences were created using bio search with unique self-identifiable key phrases like data science and data scientist.
Vikki Bingham, Head of Client Development at Bilfinger GVA, discusses how data analytics is playing a more critical role in their client development strategy. Bilfinger GVA has been working to improve how they capture and utilize client data from both internal and external sources over the past 12 years. While progress has been made, Vikki sees opportunities to further automate reporting and improve user engagement with a system that more easily tracks and shares client information.
Chapter 9 (social media for consumer insights)Jawad Chaudhry
This document discusses various methods that marketers can use to conduct research on social media, including both qualitative and quantitative approaches. It describes primary and secondary social media research methods such as observational research, ethnography, netnography, monitoring and tracking, sentiment analysis, and content analysis. The document also cautions that social media research faces challenges such as ensuring accuracy in analysis and avoiding errors and biases that can occur from nonresponse or inadequate sampling.
Grayling advantage series part 1 brand resilienceGrayling
This document provides an overview of brand resilience and discusses how organizations can assess risk and identify opportunities to build brand resilience. It introduces the concept of brand resilience as being determined by a brand's visibility and content mix. Visibility refers to how easy a brand is found via search, while content mix refers to the types of content people see about a brand. The document uses examples to illustrate key concepts like brand space visibility versus topic space visibility. It also discusses how organizations can use tools to analyze their brand resilience and conduct risk assessments to identify potential crisis issues and pre-emptively develop responsive content. Finally, it presents a case study of Alton Towers theme park and how a ride incident impacted its brand visibility and content mix.
Social Media is no longer something relevant just for the area of Marketing. ...Socialmetrix
The document discusses how social media analytics can make the lives of marketers and digital agencies easier by providing clear, direct, and accurate information through dashboards and metrics. It emphasizes the importance of comparing metrics like audience growth, engagement, and content performance to benchmarks from competitors and time periods to guide strategies. The key is aligning social media goals and analysis with overall business objectives to prove the return on investment from social media activities.
This document discusses the importance of using social media analytics tools to measure social media success and avoid "flying blind". It recommends benchmarking against competitors to identify what content and strategies are most effective. The summary discusses tracking key metrics on different platforms, comparing performance to benchmarks, and how competitive analysis can help optimize strategy and customer service.
This document provides tips for community managers on how to use Klout to benefit their community. It outlines objectives like developing social initiatives, finding unique perspectives, establishing influence expectations, and determining influencers. It provides a step-by-step guide to analyzing user profiles on Klout to find influencers and fresh topics. Community managers are advised to consider factors like current Klout scores and engagement strategies when establishing influence expectations.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
Social selling involves leveraging social media to complement traditional sales processes. It allows salespeople to engage in conversations with customers, co-create solutions, and expand sales through social referrals. The four phases of social selling are social research, social interaction, social solution, and social sales commitment. This continuous process involves profiling prospects, interacting with them online and in-person, collaboratively developing solutions to meet customer needs, and securing sales commitments in a friendly, non-invasive manner. The goal is to foster social relationships and trust to help buyers make purchase decisions that benefit both parties.
CMOs are increasingly focused on monetizing social media marketing and measuring ROI. Many CMOs now perceive that social media marketing can and is producing measurable ROI, especially those with more mature social media programs. As a result, over three-quarters of CMOs plan to continue or further increase their investment in social media marketing in 2011 compared to 2010. Measuring ROI requires identifying the values used to calculate return and the costs used to calculate the investment in social media marketing programs.
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
INSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from industry experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community Managers
Social Media Consultants
ACCOUNT Planners / Strategists
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
NSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from INDUSTRY experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community MANAGERS
Social Media Consultants
ACCOUNT Planners / Strategists
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...Connie Bensen Lund
A brand audit using a social media monitoring tool is the first step in creating an effective social media strategy. A brand audit identifies a brand's online presence and conversations about the brand to understand customer needs and set business objectives for the social media strategy. Key reports from a monitoring tool provide insights on topics, influencers, sentiment, locations, and demographics of conversations to guide the strategy. Objectives may include improving marketing, customer service, sales, product development and public relations. The brand audit also establishes metrics to measure progress and ROI of the social media campaign.
Why Monitoring Your Online Brand is Essential for Business - Dean WesterveltOnline Marketing Summit
Why Monitoring Your Online Brand is Essential for Business
Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results.
Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group
Data Literacy in Public Relations by the PRCA Innovation Forum.pdfJames
As part of the PRCA Innovation Forum I have published a new paper tackling data literacy in PR.
Key themes in the new paper:
- Numbers that matter
- Designing a listening & measurement strategy
- Identifying a public and listening to conversations
- Tools to use
- Translating data into insights
- Building a culture of digital literacy
- Data storytelling & visualisation
Download the report and read reactions from Wadds Inc. Founder and Managing Partner Stephen Waddington, and AMEC Measurement and Evaluation Global Managing Director Johna Burke.
Thank you to Shayoni Lynn FCIPR FPRCA CMPRCA, Iretomiwa Akintunde-Johnson, Stella Bayles, 💡 Sophie Coley, James Crawford FPRCA (me), Orla Graham MPRCA Alex Judd, Steve Leigh, Andrew Bruce Smith, Allison Spray, Stephen Waddington for contributing to the paper.
Future of Work: 2018 Media & Influencer AnalysisZeno Group
The document analyzes media coverage and influencer discussion around the future of work and digital workplace trends. It finds that media outlets like Business Insider, Bloomberg, and Forbes are driving the most narrative volume and resonance. Topics resonating most include digital workplace, business transformation, and gig economy. Influencers in the space like Jacob Morgan and Tamara McCleary are shaping the conversation, with trends moving towards workplace transformation and the future of work.
1. A balanced social marketing scorecard considers metrics across four perspectives - financial, digital, brand, and risk management - to fully capture the value of social media programs. This avoids an overly narrow focus on direct financial metrics like ROI.
2. The financial perspective measures impacts on metrics like sales, costs, and customer spending. The brand perspective surveys consumers on brand attributes. The digital perspective analyzes owned and earned social assets. The risk management perspective estimates how social media reduces costs of potential issues.
3. Marketers should define objectives and select metrics for each perspective, and use the scorecard to align measurement, build consensus, and avoid short-term thinking that damages long-term brand health. A balanced approach
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity. As tools evolve, organizations must persevere by aggregating measures and evaluating results in the context of a Social Marketing Analytics framework.
This document presents Web Analytics Demystified and Altimeter Group’s recommendations for measuring social media. Our hope is that by setting reasonable and realistic expectations, our clients and companies around the world can begin to make better, more objective decisions regarding their own investment in these emerging channels.
Social Media is one of the key channels to reach consumers and the possibilities of tracking and analyzing certain actions throughout such media is simply infinite. Marketers should use and incorporate Social Media Analytics more into their overall market plan. Media monitoring platforms such as Newspoint accurately gather and present data from all the different media sources into one interface.
1. The document discusses guidelines for achieving ROI from social media marketing. It provides tips such as establishing clear marketing goals, measuring engagement metrics, valuing customer interactions, and taking a long-term approach to relationships on social media.
2. Marketers are advised to focus on listening to customers and participating authentically in conversations to build trust and influence. Measuring the complete digital footprint of customers in real time is also recommended.
3. Achieving ROI requires organizing various metrics into a framework and linking soft engagement metrics to desired marketing outcomes and business goals.
UPDATE: The State of Corporate Social Media Briefing 2014 is now available. You can download a free copy here - http://ow.ly/zrDAX
The State of Corporate Social Media is a free briefing from Useful Social Media on how large companies are using social media.
It is based on responses to our annual survey – and this year we had over 1,000 respondents – so the data is more reliable and complete than ever before.
business intelligence, marketing best practice, social media best practice, social media for business, social media intelligence, social media report, social media strategy
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...Susan Etlinger
This report provides an industry update, best pratices and frameworks for understanding how to approach and build a social media command center that integrates with other digital and enterprise signals in the business.
The document analyzes social media data from brands that advertised during the 2010 Super Bowl. It found that over 300,000 mentions were generated, with Google receiving around 103.5 million impressions. Several indices were used to measure engagement, sentiment, cost-effectiveness and longevity of discussion. The analysis showed that social media can significantly increase reach compared to traditional paid media alone, and also slow the rate of decay, extending the lifespan of campaigns. Sentiment was found to be an important factor, with 1/3 of brands faring better than the average. Successful Super Bowl campaigns were able to expand awareness and nearly double the reach through social media.
The Incite Primer: The Evolution of Marketing and Communications in 2013Nick Johnson
The first briefing for my new company, Incite.
In this document, we go into detail on three of the major foci for the marcomms professional in 2013:
1) How big data, social media, and customer-centricity will drive a merging of the marketing and communications department
2) How multi-channel is going to revolutionise marketing and communications - again
3) The growing primacy of 'customer-centric' strategy within large corporations
The Ultimate Guide to using Social Media Media AnalyticsSocialmetrix
How to get insights from quantitative data to improve your
social media performance.
-How do you measure social media?
-How to use quantitative data to improve your Audience.
-How to use your social analytics to create a Content MKT Strategy for social media.
-How to use quantitative data to improve your engagement.
-How to get valuable insights from your Competitors Analytics.
-How to get valuable insights from your Campaign Analytics.
This document provides guidance on using social media analytics to improve social media performance. It discusses measuring social media based on objectives rather than just collecting data. It emphasizes defining marketing goals and aligning social media objectives and metrics to these goals. The document also covers extracting insights from audience and content data to understand the target audience and create engaging content. It advises developing a brand narrative and translating this into a content strategy that motivates consumer behavior.
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
This document discusses how to analyze and compare key social media metrics and insights from Brand24's social listening tool. It outlines several important metrics to track, including number of mentions, sentiments, social media reach, interactions, and share of voice. It also provides guidance on comparing metrics over different time frames and between projects or competitors. The document recommends generating PDF or Excel reports to share insights with stakeholders. Brand24's software allows customizing alerts to notify users of important changes or negative mentions.
Similar to How to Contextualize Data for Meaningful Insights (20)
The document outlines 7 ways to stay top of mind on LinkedIn which are to create and share original and curated content, engage with your network through comments, introduce connections to each other, build a positive community, use content to inspire people to act, share your own story and journey as an influencer, and focus on giving value to others rather than taking. The overarching recommendation is to be a giver of useful information and opportunities to your network on LinkedIn.
86 Filipinos on Linked Share Their Top Career AdviceVirginia Bautista
Whether you're just starting to grow your career or you're looking into pivoting or boosting your career growth, you will find this presentation useful.
In this presentation, 86 of the Top 100 Filipino Professionals on LinkedIn shared their best pieces of advice to professionals.
Are You a Freelancer? Here's Why You Should Stop Acting Like OneVirginia Bautista
To thrive as a freelancer, you need to think and act like an entrepreneur, not as a freelancer. Here are 5 ways to do this and how it will help you succeed. This is based on this article: https://www.linkedin.com/pulse/you-freelancer-heres-why-should-stop-acting-like-one-bautista
This document provides guidance on crafting insightful headlines for business reports. It discusses the difference between headings and headlines, with the new guideline being to write headlines at the top of each page rather than using headings. The document outlines types of headlines to avoid, such as obvious headlines that restate information from charts/visuals, wrong headlines that are unrelated to the analysis, and generic headlines with no insights. It recommends that headlines include only the most significant findings/insights based on the data, provide proper context, and use the client's perspective by answering "So what?". Other guidelines covered include whether to use headlines on certain slide types like storylines and appendices.
How do you position adverbs in a sentence? And are adverbs necessary in our sentences? Review the basic grammar rules on the proper use of adverbs with this issue of the Learner's Digest. Sections include the following: News article, Vocabulary, Useful Phrases, Grammar Review, Application, Challenge and Recommended Online Courses.
This is a creation of my team (QC TEAM) at Isentia Brandtology.
Learner's Digest Vol 2 Issue 1 -- Review English Grammar and more! Virginia Bautista
Learn about the grammar rules in using nouns as adjectives in this edition of the Learner's Digest.
Improve your English grammar through this Learner's Digest, which is packed with various sections to help you learn the rules and apply what you've learned: News article, Vocabulary, Useful Phrases, Grammar Review, Challenge and Recommended Online Courses.
This is a creation of my team (QC Team) at Isentia Brandtology.
Irwin Altman and Dalmas Taylor explain how close relationships develop through self-disclosure. They also introduced the onion metaphor to explain one's personality structure.
Can you spot liars? David Buller and Judee Burgoon believe that we are poor at spotting liars, and they explained why in this Interpersonal Deception theory.
Choosing the most appropriate verb tense when reporting what people say or think can sometimes be a challenge to writers. With this training deck, you'll get to review the guidelines in writing a reported speech to make your writing clear.
GO DIGITAL OR PERISH: Campus Journalism in the Age of Social MediaVirginia Bautista
This document contains a collection of photo credits from various stock photo sites and services. There are over 30 unique photo credits listed attributed to different photographers and organizations. The document ends by promoting Haiku Deck and encouraging the creation of presentations on SlideShare.
The document discusses old media versus new media. It defines new media as communication via the Internet, including self-publishing, user-generated content, and social media. Some advantages of new media are that it gives voice to more people, makes information more accessible, allows easier and cheaper communication, and enables data and file sharing. However, new media also has disadvantages like exacerbating the digital divide and issues with credibility, privacy, and the spread of false information online.
Big Data for Better Performance_certificate_19 May 2015Virginia Bautista
This certificate recognizes that Virginia Bautista successfully completed the course "Big Data for Better Performance" on May 19th, 2015, achieving a final score of 98%. She passed all module assessments, scoring 100% on the introductions to big data, big data and marketing, and principles of marketing with big data.
Living in the World of Warcraft: Construction of Virtual Identities Among Onl...Virginia Bautista
How do WoW gamers construct identities in the virtual world? Is a player's online persona similar to who s/he is offline? These are the main questions that Jung Dea-woung answered on his thesis.
To understand communication behavior and the key elements that impact communication, experts give some basic background on the general models of communication.
From Online Conversations to Actionable Insights provides guidance on developing key takeaways from monthly social media reports. It recommends grouping similar comments to highlight prevalent and significant opinions at a macro level (Majority positive, suggestions for improvement). It also suggests analyzing co-mentions to find preferences, comparing discussions across channels for differing views, and tracking sentiment and discussion topics over time to identify gradual shifts (Fees were a consistent topic, with negative sentiment decreasing for one bank). Location insights and prominent voices can provide additional context.
Analysts are writers. Writers are communicators. To be effective, communicators need to be clear and concise, nothing less. This presentation is aimed at helping the analysts and writers review the basic principles in achieving clarity and conciseness in writing reports.
Writing Key Findings, General Trends and RecommendationsVirginia Bautista
After listening comes writing. . . Here are more tips in delivering useful reports out of disorganized and sometimes chaotic social media conversations.
How to Turn Social Media Conversations to Actionable InsightsVirginia Bautista
This document provides guidance for writing marketing activity reports (MARs) based on social media listening and insights. It discusses the MAR writing process, including pre-writing steps like portfolio reviews, industry research, and clustering ideas. Key points of listening to social media are outlined, like identifying complaints, compliments, influencers and crisis signals. Recommendations should be actionable, strategic and consider marketing perspectives. Post-writing steps involve proofreading and submitting the report to accounting managers. Disclaimers note that Brandtology is not responsible for the accuracy of social media information or subsequent business decisions made based on report insights.
This document summarizes a study on viewers' attitudes toward the ethical, economic, and creative implications of product placement in movies. It begins with a literature review on the history and advantages of product placement, including increased exposure, frequency, targeting of audiences, and lower costs compared to traditional advertising. However, some argue product placement distorts filmmaking and is not truly realistic. The study then describes its qualitative methodology using online focus groups. Results found that most viewers notice product placement and feel it adds realism to films, though some genres should avoid it. Views were mixed on economic benefits but more negative regarding creative and ethical implications, such as undermining authentic storytelling. In conclusion, product placement impacts films economically but also creatively and
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Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
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This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
2. Figure 2
Providing online intelligence is a serious business. Analysts constantly deal with tons of unstructured data waiting
to be discovered, interpreted and communicated. At first glance, the contents of social media conversations seem
nothing new – similar types of voices surface on a daily basis: complaining, complimenting, announcing, liking,
sharing, asking, seeking advice, or simply commenting for the sake of commenting. Many times, social media
chatter seems more like noise than conversation, and hence, does not warrant any attention.
The challenge for analysts is how to avoid simply dumping data on PowerPoint slides. How can analysts translate a
huge amount of data to actionable insights? How should they frame stories to guarantee that companies would
make logical decisions using online intelligence? The secret is with the context, and with big data, context is big
deal.
This article gives analysts some tips on how to formulate meaningful insights derived from careful planning,
organizing, and contextualizing of available data from various social media channels.
How to Contextualize Data for Meaningful Insights
Making Relevant Comparisons
The amount of buzz about a brand
will not make much sense without
relevant comparisons. For
example, if Brand A garners 1,758
buzz on December, what does that
mean? Its significance can only be
explained with proper
comparisons, so we also look at
Brand A’s Share of Buzz (SOB)
compared with its competitors
and compared against the entire industry. If the closest competitor
has about 4,000 buzz, then Brand A is quite behind (Fig 1). If the
industry buzz is more than 20,000, then Brand A is nowhere in
consumers’ minds (Fig 1 and 2). In short, the number of buzz alone,
without an analysis of the brand’s competitive and industry
positioning, does not yield anything meaningful.
Figure 1
3. Figure 4
Figure 3
Figure 5
Analyzing Trend
Certainly, discovering consumer insights for
the current month is good (Fig 3). Looking,
however, at top conversation themes about
a brand or industry throughout the last 3 to
6 months or from the previous year to date
is a smart move (Fig 4). Through month-on-
month, year-over-year or year-to-date
analysis, analysts can help companies
predict the next big thing in the industry. By
understanding the key conversations in the
past and the
current events that
trigger buzz,
companies are
certain to make
informed decisions
for the future.
Correlating Key Social Metrics
Having the largest SOB against industry
competitors is not a reason for a company
to automatically rejoice. For proper
context, Social Buzz could be correlated
with Social Sentiment and Social
Engagement.
The most favorable market position would
be to have the largest SOB, and the
highest net sentiment (Figure 5). A lot of
netizens talking about a brand could be an
indication of the need for prompt action if sentiments are negative. Equally important is the
engagement vis-à-vis buzz. Is the buzz concentrated among few voices? How many people like, share
or comment on Brand A’s social media posts? Which particular posts across brands’ social assets
resonate the most with fans or followers?
4. Figure 6
Analysts should be able to identify the top
themes, the key positive and negative
sentiment drivers, especially those that
need Brand A’s attention, and the type of
posts that are likely to lead to high
engagement. The findings may not
highlight causal effect, but correlational
relationships between and among buzz,
sentiments and engagement could be
established for deep dive analysis.
Analyzing Channels
At times, what netizens say is
as important as where they
share their views. Instead of
simply finding out the top
channels where Brand A is
mentioned, analysts should
contextualize by looking at how
social media conversations on
particular channels start, and
how other netizens react to the
points raised by the thread
starter. Examining and
comparing top channels across
competitors and in the industry could also bring new perspectives. For example, is Brand A discussed
in major industry channels where most netizens exchange their views on top brands and issues? In
channels where netizens compare and contrast brands, insights could also be extracted based on co-
mentions and frequently cited attributes within the industry (Fig 7).
Discovering Patterns in Social Asset Performance
Aside from listening to social
media conversations, analysts
also have to be adept in
observing how brands and
their competitors make use of
their social assets, e.g. on
Facebook, Twitter, Sina Weibo,
etc. Among the aspects that
could be unveiled include:
Figure 7
Figure 8
5. Figure 9 Figure 10
Figure 11
How does Brand A fare compared with its competitors in terms of fan size and growth?
Which Facebook posts are likely to gain high social engagement? (Fig 8)
At what time do Brand A and its competitors post updates on its social assets?
At what time are the netizens most likely to comment on or retweet the brands’ posts? (Fig 9 and 10)
How often and how soon do Brand A and
its competitors respond to consumers’
posts/inquiries on its own social assets?
(Fig 11)
What is Brand A’s shelf life and half-life?
The insights to these questions could help
companies make informed decisions on
the best time to post on their social assets, on how often to post updates, and on how soon to respond
to consumers’ queries, etc. Without knowledge on how best to use social assets, getting the message
across would seem impossible.
Identifying Key Opinion Leaders or Influencers
In many instances, the choice of
comments or insights to highlight
depends not only on the relevance of
posts, but also on the sources of buzz. Is
the netizen a key opinion leader (KOL) or
influencer in the industry? How does that
KOL impact engagement rate of Brand A’s
posts? Identifying KOLs provides
companies a basis in deciding whether to
engage KOLs or not, for what purpose,
and how it could be effectively done.
6. Decoding Native Language
Netizens do talk to each other using their mother tongue. Extracting
insights without decoding native languages including local jargons, can
lead to misleading findings. Analysts are ideally native speakers of a
particular language who can read between and beyond words and can
make sense on whether the netizens are being sarcastic in their posts,
or if they are sincere. With language context, companies are assured
that analysts consider critical factors distinct to a language, e.g. local
expressions and tones in the formulation of insights.
Adding Business Sense
With so many
conversations going on
in real time across
various social media
channels, choosing the
right insights to highlight
is crucial. Analysts have
to be aware that insights
are meant to be utilized
in businesses’ success in
the industry. With clear
understanding of how
businesses work and
how various industries
operate, combined with
knowledge in related fields like marketing, business development, branding, public relations (PR),
advertising, public governance, and customer service management (CRM), analysts could add business
sense in how they collect essential information to translate to actionable insights. By wearing a
‘business hat’, distinguishing useful insights from mere noise could be less tricky.
Zooming in on Demographics and Psychographics
For insights to be utilized effectively for well-targeted marketing efforts, zooming
in on demographics or psychographics vis-à-vis key metrics like buzz and
sentiments is a useful strategy. Information on netizens’ demographics including
age, gender, location, etc., and psychographic descriptions including values,
attitudes and behaviour can provide a lot of opportunities to target the right
market segment.
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