In his Brands-Only Summit Pre-Conference presentation, eMetrics Summit & Digital Analytics Association's Jim Sterne talks about how to analyze social data with a humanistic approach.
He also explains how to use that analysis in order to advance organizational goals.
social media is about interaction and creating engagement. How to increase your reach? Opposite to reach, you can of course also search for topics or people. a short guide
This is my "What's Next... in Media" presentation for Ad:Tech London 2012.
It tells the story of fragmenting content and digital services against the backdrop of the audience and the need for relationship building.
ad:tech London 2012
What's Next … In Digital
The digital landscape has fundamentally changed; media platforms have evolved; and user behaviour has been transformed. The internet is simply not the same as it was this time last year. Andrew explores some of the defining trends; examines how digital marketing is responding; and lifts the lid on What's Next … in Digital.
Andrew Girdwood, Media Innovation Director, LBi
You no longer own your brand. Stop whining, and deal with it.Advocacy Social
Think you’re in control of your brand? Think again. The old rules of brand management no longer apply. Your customers have a new megaphone called social media, and they’re using it to share the best – and the worst – about your brand. This session provides guidance on using social media to your advantage and practical ways to protect your reputation online. Presented at the East Coast Gaming Conference.
This free resource is available to anyone with a library card, and can help you find business partners, competitors, relevant customer segments and marketsplacses for your products, etc. It can even locate vacant jobs in your geographic area.
social media is about interaction and creating engagement. How to increase your reach? Opposite to reach, you can of course also search for topics or people. a short guide
This is my "What's Next... in Media" presentation for Ad:Tech London 2012.
It tells the story of fragmenting content and digital services against the backdrop of the audience and the need for relationship building.
ad:tech London 2012
What's Next … In Digital
The digital landscape has fundamentally changed; media platforms have evolved; and user behaviour has been transformed. The internet is simply not the same as it was this time last year. Andrew explores some of the defining trends; examines how digital marketing is responding; and lifts the lid on What's Next … in Digital.
Andrew Girdwood, Media Innovation Director, LBi
You no longer own your brand. Stop whining, and deal with it.Advocacy Social
Think you’re in control of your brand? Think again. The old rules of brand management no longer apply. Your customers have a new megaphone called social media, and they’re using it to share the best – and the worst – about your brand. This session provides guidance on using social media to your advantage and practical ways to protect your reputation online. Presented at the East Coast Gaming Conference.
This free resource is available to anyone with a library card, and can help you find business partners, competitors, relevant customer segments and marketsplacses for your products, etc. It can even locate vacant jobs in your geographic area.
Human Side es la mejor herramienta para identificar las características predominantes de la persona en términos de su Estilo de Comportamiento, Intereses y Valores Profesionales y Preferencia de Pensamiento
Descubre el perfil de cada una de las personalidades DISC, esto te ayudará e identificar la tuya y a reconocer la de los miembros de tu equipo. Esto hará que las relaciones mejoren, que la comunicación sea más efectiva y que los resultados sean efectivos.
Artificial Intelligence in Marketing with Jim SterneStukent Inc.
There's no escaping Artificial Intelligence. It's in the news, in the movies, and in the boardroom. It's time to learn how Artificial Intelligence can be put to use in the marketing department. As this new technology becomes more prevalent, you'll need to understand it, embrace it and make the most of it.
Social media research is an executable form of market research. The presentation covers how companies can implement a social media research process in their organization.
Human Side es la mejor herramienta para identificar las características predominantes de la persona en términos de su Estilo de Comportamiento, Intereses y Valores Profesionales y Preferencia de Pensamiento
Descubre el perfil de cada una de las personalidades DISC, esto te ayudará e identificar la tuya y a reconocer la de los miembros de tu equipo. Esto hará que las relaciones mejoren, que la comunicación sea más efectiva y que los resultados sean efectivos.
Artificial Intelligence in Marketing with Jim SterneStukent Inc.
There's no escaping Artificial Intelligence. It's in the news, in the movies, and in the boardroom. It's time to learn how Artificial Intelligence can be put to use in the marketing department. As this new technology becomes more prevalent, you'll need to understand it, embrace it and make the most of it.
Social media research is an executable form of market research. The presentation covers how companies can implement a social media research process in their organization.
Digital Analytics Checkup: How to evaluate the impact of your web analytics dataCrossView
In our world of “Big Data” and “Omni-Channel Marketing”, how does a successful enterprise evaluate its website analytics data? Traffic may be up, but if it’s not converting, is there something amiss in the traffic, or is it your data integrity? And with the explosion of mobile and social as marketing channels, are your analytics properly integrated?
It could be time for a digital analytics check-up.
In this webcast, Jim Sterne, Founder of eMetrics Summit and Digital Analytics Association and Jenny Elliott of CrossView, explore which marketing metrics are essential, and how marketers can understand and use this data to maximize return. Find out what you need to measure to better attract, convert, and retain valuable customers.
Enhanced Social Media Marketing with WordPress (2013 Update)Brian Rotsztein
The slides from my WordCamp Ottawa 2013 talk "Enhanced Social Media Marketing with WordPress." Thank you for all of the fantastic feedback on my session. I sincerely appreciate it.
Social Media and Personal/Corporate BrandingBrian Vickery
This was a presentation meant to cover a broad audience interested in social media as well as personal and corporate branding and some of the available tools. Definitely a primer leading to great discussion
The Dark Social: The Future of Sharing - Nik BadmintonSocial Media Camp
As social media fatigue takes hold and more worries about privacy hit consumers we see the social media landscape changing. A recent study has found that 59% of all content sharing activity occurs via ‘Dark Social’, a place with no formal social network beyond true word-of-mouth, IM, SMS and email. This is the way that social will go in the next 3 to 5 years: underground.
This talk will help you understand this phenomenon, get an idea of where it is going and give you practical advice on how to identify it and integrate measurement into your social media measurement frameworks.
Using Social Media to Mobilize Young PeopleMike Nedelko
In this workshop, “Using Social Media to mobilize young people" participants are provided with a step-by-step framework that directs non-for-profit organizations towards shaping their Social Media initiatives towards success.
The session will utilize solid research results, case-study examples and exercises to guide participants through a common-sense approach towards tying Social Media to their organizational objectives, shaping corresponding strategies and implementation to maximize their impact. The course was intentionally designed for organizations operating in a resource-scarce environment and will provide participants with a take-home-toolkit including videos, worksheets and other resources to implement the framework in their host organizations.
Ethical Tech - A Psychologist's Perspective @ QCon LondonAlexander Steinhart
The digital world requires constant attention as smartphone & co are our constant companions. We can work anywhere, but work, leisure and technology can hardly be separated. An economy that lives of our attention and the smartphone as the primary contact when standing up — the Internet has become indispensable in our daily lives. Some are nostalgic about pre-Internet life, but we shall embrace the new possibilities and challenges of this paradigm. In a few years time, our ‘hand-held’ devices will be almost invisible and the visible technology will be personified and augmented. Virtual reality will have become part of our everyday lives, and big data and learning machines will be predicting the next trend before it even happens. With so much accelerated change, what does it even mean to be a human anymore? Technology shapes us as individuals and as a society. The last great paradigm-shift, the industrial revolution, forced people to rethink how entire societies could be organized; it raised ethical, economic and ecological opportunities and issues that continue to shape and affect us up to this day. Perhaps the digital revolution will provoke an even greater change in the way we view ourselves and our place in the world. How can make sure that technology is aligned with humanity's best interest?
Practical Opinion Mining for Social MediaDiana Maynard
This tutorial will introduce the concepts of sentiment analysis and opinion mining from unstructured text in social media, looking at why they are useful and what tools and techniques are available. It will cover both rule-based and machine learning techniques, provide some background information on the key underlying NLP processes required, and look in detail at some of the major problems and solutions, such as detection of sarcasm, use of informal language, spam opinion detection, trustworthiness of opinion holders, and so on. The techniques will be demonstrated with real applications developed in GATE, an open-source language processing toolkit. Links are provided to some hands-on material to try at home.
Similar to Human side of social media analytics, presented by Jim Sterne (20)
Timberland: Social media case study, presented by Frank HwangSocialMedia.org
In his SocialMedia.org case study presentation, Timberland's Senior Manager of Digital and Paid Media, Frank Hwang, talks about how they engaged with fans using UGC to drive a 360-campaign around their heritage product.
Scholastic: Facebook Live video: How streaming video options altered Scholast...SocialMedia.org
In her SocialMedia.org case study presentation, Scholastic's VP of Social Media and Internal Communications, Morgan Baden, talks about how Scholastic used new streaming video options to refresh their approach to content and engaged more fans in the process.
Red Lobster: Mapping the journey to Crabfest, presented by Carl AllenSocialMedia.org
In his SocialMedia.org case study presentation, Red Lobster's Brand Manager of Digital Marketing, Carl Allen, talks about how they partnered with "Deadliest Catch" to promote their quality sourcing message in social media during Crabfest.
Logitech: Managing social media for a global brand, presented by Reagan FreyerSocialMedia.org
In her SocialMedia.org case study presentation, Logitech's Head of Global Social Media, Reagan Freyer, talks about how they're managing a global social media presence.
Johnson & Johnson: Elevating employee advocacy: A case study, presented by De...SocialMedia.org
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Bristol-Myers Squibb: Making social content meaningful for patients, presente...SocialMedia.org
In her SocialMedia.org case study presentation, Bristol-Myers Squibb's Corporate Digital and Social Media Strategy Lead, Alison Woo, talks about how they focused on what matters to patients and key audiences in social media to create meaningful experiences.
Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...SocialMedia.org
In her SocialMedia.org case study presentation, Subaru's Lauren Papasidero explains how they integrate user-generated content into their social media strategy.
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganSocialMedia.org
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Dole: How we brought social in-house, presented by Amy SummersSocialMedia.org
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DICK'S Sporting Goods: How the DICK'S social media team evolved and elevated ...SocialMedia.org
In her SocialMedia.org case study presentation, DICK'S Sporting Goods' Mary Holahan shares the process how their social media team evolved and elevated the role of social internally.
Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...SocialMedia.org
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UPS: Proactive social listening, presented by Vincent WashingtonSocialMedia.org
In his SocialMedia.org Member Meeting case study presentation, UPS' Vincent Washington explains how they're adopting proactive social listening.
He shares examples of how UPS is using social listening to surface business opportunities, increase engagement with their content, and improve employee perception.
Rackspace Hosting: How to address the "what if's" when starting a social enab...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Rackspace Hosting's Elizabeth Jurewicz talks about how they overcame the "what if's" to drive successful employee engagement on LinkedIn.
She discusses the evolution of their social enablement program in terms of employee training, time management, risk mitigation, and reputation management.
Monsanto: Getting social to the crisis communication table, presented by Heat...SocialMedia.org
In their SocialMedia.org Member Meeting case study presentation, Monsanto's Heather McClurg and Nick Weber talk about how social media plays a role in crisis communications.
They share three examples of how Monsanto developed internal processes with different departments to best handle crises online and in social media.
The Hershey Company: Developing a social media presence for a 122-year-old co...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, The Hershey Company's Sarah Dull explains how the 122-year-old company, a house of over 80 brands, developed a company social media presence.
She talks about how they re-established the brand, updated their website, renamed all their social profiles, and created a plan to launch a customer service channel at @AskHershey.
Social media disclosure and ethics for big brands, presented by Andy SernovitzSocialMedia.org
In his presentation, SocialMedia.org CEO Andy Sernovitz shares his recommendations on how to stay safe and ethical in social media.
Andy covers the latest FTC updates, the fundamentals of proper disclosure, and how to make sure your agencies and vendors comply with your standards.
Dunkin' Brands: Dunkin' and influencers, presented by Melanie CohnSocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Dunkin' Brands' Melanie Cohn explains how they work with influencers to produce beautiful content, test new innovations, drive loyalty, and achieve scalable reach.
She talks specifically about influencer campaigns connected with pumpkin season, Valentine's Day, and their own loyalty program.
Canon USA: Real-time photo tips, presented by Betty GiossiSocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Canon USA's Betty Giossi shares how they used social listening to react in real time to social media using the hashtag #RealtimeTips.
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American Eagle Outfitters: How the launch of #AerieREAL built and connected t...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, American Eagle Outfitters' Stephanie Campbell talks bout how their Aerie brand built community and resonated emotional connections with their fans using #AerieREAL.
She breaks down the #AerieREAL body-positive campaign from start to finish and shares their results.
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Human side of social media analytics, presented by Jim Sterne
1. Human side of social
media analytics
JIM STERNE
EMETRICS SUMMIT & DIGITAL
ANALYTICS ASSOCIATION
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
2. Jim Sterne Human Side of
eMetrics Summit
Media Analytics Summit
Digital Analytics Association
Social Media
Analytics
Free Social Media Metrics books in the front rows
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
3. Technical Side of
Social Media
Analytics
Human Side of
Social Media
http://www.perceptualedge.com/blog/?p=820
http://www.perceptualedge.com/blog/?p=820
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
4. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
How many people
How many mentions
How many minutes
How many shares/retweets
How many likes and dislikes
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
5. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
Buzz
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
6. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
Influencers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
7. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
Influencers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
8. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
Influential Topics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
9. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
Sentiment
sarcasm, idiom, context, age, language, time, all of above
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
10. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
11. Measure
Technical Side of
Social Media
Analytics
Data Governance
Collection
Cleansing
Protection
Deletion
Ownership
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
12. Measure
Technical Side of
Social Media
Analytics
Data Governance
Data Confidence
Human Side of
Social Media
Financial/Transactional 98%
Customer Satisfaction 90%
Online Behavior 75%
Advertising Response Rates 70%
Social Influence 70%
Social Sentiment 65%
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
13. Measure
Technical Side of
Social Media
Analytics
Data Governance
Data Confidence
Data Integration
Extract, Transform, Load
Munge
Wrangle
Transmute
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
14. Measure
Technical Side of
Social Media
Analytics
Data Governance
Data Confidence
Data Integration
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
15. Technical Side of
Social Media
Analytics
Human Side of
Social Media
Measure Analytics
≠ Analysis
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
16. Measure
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
17. Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
18. Human Side of
Social Media
Measure Analytics
≠ Analysis
is all about goals
Defined – language
Specific – amount and time
Supported– politically aligned
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
19. Human Side of
Social Media
Analyze Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
20. Human Side of
Social Media
Analytics
Analyze
Proxies for Goals
Social Web
Like Click
Follow Visit
Retweet Watch
Post Join
Comment Subscribe
Rating Register
Bookmark Survey
Recommend Qualify
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
21. Analyze Analytics
Buzz Value
Human Side of
Social Media
Recommended
Purchased
Interacted
Clicked
Commented
Repeated
Rated
Saved
Saw
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
22. Human Side of
Social Media
Analytics
Analyze
Impact of Social Efforts
Campbell Soup tweeted 72nd anniversary of Pearl Harbor
ATT and Build-a-Bear accused of capitalizing on 9/11
Kenneth Cole joked Arab Spring uprising due to their new
spring collection
DiGiorno Pizza responded to the #WhyIStay hashtag about
domestic violence with, You had pizza.
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
23. Anomalies
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it) but:
Hmmm, that's funny
- Isaac Asimov
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
24. Anomalies
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it) but:
Hmmm, that's funny
- Isaac Asimov
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
25. Anomalies
Segmentation
Human Side of
Social Media
Analytics
Everybody is different
Some people are similar
Find similarities
Test hypotheses about cohorts
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
26. Anomalies
Segmentation
Reason Backwards
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
27. Anomalies
Segmentation
Reason Backwards
Avoid the traps
Human Side of
Social Media
Analytics
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for illumination
- Andrew Lang
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
28. Anomalies
Segmentation
Reason Backwards
Avoid the traps
Cognitive Bias
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
29. Anomalies
Segmentation
Reason Backwards
Avoid the traps
Human Side of
Social Media
Correlation is not causation
Analytics
Churches cause alcoholism
Ice cream causes drownings
Smoking lengthens seniors’ lives
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
30. Anomalies
Segmentation
Reason Backwards
Avoid the traps
Human Side of
Social Media
Correlation is not causation
Analytics
Churches cause alcoholism
Ice cream causes drownings
Smoking lengthens seniors’ lives
Spurious Correlations: tylervigen.com
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
31. Anomalies
Segmentation
Reason Backwards
Avoid the traps
The art of the art
Human Side of
Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
32. Human Side of
Social Media
Analytics Anomalies
Segmentation
Reason Backwards
Avoid the traps
The art of the art
http://www.visual-literacy.org/periodic_table/periodic_table.html
http://extremepresentation.typepad.com/files/choosing-a-good-chart-09.pdf
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
33. Human Side of
Social Media
Analytics
All models are wrong
some models are useful
George Box
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
34. Human Side of
Social Media
It’s not having the best answers
It’s asking the best questions
Analytics
It’s not having the right numbers
It’s deriving meaning from the numbers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
35. Jim Sterne
eMetrics Summit
Media Analytics Summit
Digital Analytics Association
Human Side of
Social Media
Analytics
Free Social Media Metrics books in the front rows
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
36. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014