An engaging look at how global brands are using social media data to: Better understand audience interests and behaviours Measure and report on campaigns and ‘always on’ activities Develop insight-led strategies to optimise performance This is great starting point for those looking to improve social media measurement within their organisation.

1. MEASURING RESULTS &
BETTER UNDERSTANDING AUDIENCES

2. 69% of marketers are creating more
content now than they did 1 year ago
Content Marketing Institute 2015

3. Trendwatching 2015
TRENDS TO WATCH:
YOUNIVERSE
The ubiquitous
and effortless
experience of digital
personalization.
Consumers’
desire to express
their individual
tastes,
personality and
identity.
New technologies
are now making
physical mass
customization more
accessible too.

4. Trendwatching 2015
TRENDS TO WATCH:
INFOLUST
For consumers,
knowledge means
empowerment and a
sense of control.
Constant connectivity
means consumers now
expect relevant, useful,
timely information to be
always and instantly
available.

5. Trendwatching 2015
TRENDS TO WATCH:
POST-
DEMOGRAPHIC
Social norms that
ensured people lived
the lives they ‘should’
are collapsing (not
everywhere, but on
aggregate).
The internet
created a global
brain with access
to the same
culture, ideas and
information.
Rising affluence,
an explosion in choice
and digital
experimentation mean
people can consume
according to their own
tastes.

6. Agenda for today
Welcome
Coming
to
Grips
With
Data
Unearthing
Audience
Insights
Evalua;ng
Engagement
Connec;ng
Data
Sets
Wrap
Up
Dis;nguishing
Signal
from
Noise
Standardising
KPIs
&
Planning

7. S T E P 1 :
COMING TO
GRIPS WITH
D A T A

8. “The commonality between science and
art is in trying to see profoundly – to
develop strategies of seeing and
showing.”
Edward Tufte

9. “The commonality between science and
art is in trying to see profoundly – to
develop strategies of seeing and
showing.”
Edward Tufte

10. Getting it right from the start:
Briefing documents
• Briefing documents provide a structure from
which to develop either a report or on-going
program.
• They are critical to ensuring we have all the
information needed ahead of time – which
saves time and frustration during actual
reporting prospects.

11. Getting started: assignment kick-off meeting with
stakeholders
Do
you
know
all
the
stakeholders?
Is
everyone
familiar
with
the
project?
Will
this
be
a
one
–
off
request
or
an
on-­‐going
program?

12. Exercise: Reviewing a sample brief
• In a moment I will put up on
the screen a sample brief.
• Go up to the front of the room
with your teams.
• Review whether you think this
is a good brief or not:
– What are the key questions
you’d need to start research?
– What would you want to
include in the brief that is
missing?
• GO!

13. TODAY’S
B R I E F
OBJECTIVE:
Company
x
is
in
the
process
of
developing
a
go-­‐to-­‐market
strategy
for
their
newest
product,
a
blanket
which
tracks
infant
sleep
paKerns
linked
up
to
an
app
available
for
Android
and
Apple
products.
They
are
looking
for
a
full-­‐service
agency
to
provide
their
recommendaNons
on
a
launch
strategy
incorporaNng
on
and
offline
channels
AUDIENCE:
Mothers;
potenNally
parents
more
broadly.
Company
x
is
open
to
recommendaNons
on
how
to
best
target
while
maintaining
adequate
reach.

14. Ideal briefing questions
• What are the objectives your organization seeks to
accomplish through the requested reporting?
– Please describe the overarching objectives of
this reporting. Additionally please outline what
actions you wish to achieve through this
analysis?
• Audience (Internal/external stakeholders)
• Language coverage
• Geographic coverage
• Channel coverage
• Reporting frequency
• Content focus (what topics/programs/owned channels
require measurement)
• Ongoing programs
– Please provide information on any ongoing or
planned program launches that will need to be
reflected in brand reporting and program tracking/
set-up
• Current reporting structure
– Please provide any available documents that reflect
current reporting
• Samples of relevant reports
– Metrics currently reported across social media (if
any); please attach any existing measurement
frameworks, if available
– Keyword lists
– Measurement tools/Data sources
– Please list all additional social/digital monitoring
tools and data sources, particularly those available
to support owned channel reporting.
• Timeline Dates (Add project milestone dates below).
– Internal review:
– Client review:
– Final design:
– Final delivery:
Reporting requirements Project Delivery

15. Coming to grips with data:
Key takeaways
ü Overview of end-to-end process
ü What makes a good brief

16. S T E P 2 :
U N E A R T H I N G
AUDIENCE
INSIGHTS

17. 1.
TRIMMING THE FAT:
START YOUR PLANNING PROCESS WITH INSIGHTS

18. AUDIENCE UNIVERSE
Understanding
human
behaviour
Helping clients
see & shape
conversations
CONTENT BUSINESS
Guiding brands
to what
resonates most
Defining returns
and
establishing
values
WE BELIEVE
INFLUENCE
EXTENDS BEYOND
MEDIA HYPE

19. Surfacing what will surprise and delight your audience
Pen Portraits
Fashion Businesses
(especially
start-up)
Beauty Celebrity
gossip
Gadgets
I live with my partner and 3 year
old daughter in a city suburb
I’m a highly driven, mid senior
associate in a professional
services firm
My family and
career are very
important to me
I will pay more if a
product is eco-friendly
I like to buy brands that make
me feel part of a community
I prefer to purchase the
premium version of a product
I rarely act on gut feelings - rather
I do a lot of research before purchase
I’m concious of
what the brands I
chose say about me
My hobbies
are a mix of
work and play
My mobile keeps me plugged in to:
Manage my
finances
Play
games
Keep
in touch
Manage
my home
I am constantly
connected
I will mention or
review products I
love
I’m interested in following
brands online, but I want to be
spoken to like a person
I wish more social channels had
retail stores or customer service
Search engines and customer
reviews are my first source of
information when thinking of a new
product to buy
I’m hyper socialI belong to communities
for all the hobbies
I pursue and things
I find inspiring
Robin
I enjoy speaking to
others with similar
interests, and seek
throughout across social
Communities give me
space to share my
opinions and advice
Social networks are a
space for me to find
inspiring images,
music, or entirely new
and unexpected things
I read about
DIY Team
sports
Home
projects
I enjoy

20. Surfacing what will surprise and delight your audience
Focus groups A/B testing

21. Exercise: Embedding insights
• In a moment I will put up on
the screen the same sample
brief – but in an insight-led
template.
• Go up to the front of the room
with your teams.
• Fill out the requested
information
• GO!

23. Unearthing audience insights:
Key takeaways
ü Reviewed COMPASS process to help
keep insight at the heart of your
planning
ü Reviewed methods for finding
audience insights, including pen
portraits and A/B testing

24. S T E P 3 :
DISTINGUISHING
SIGNAL FROM
N O I S E

25. “The
signal
is
the
truth.
The
noise
is
what
distracts
us
from
the
truth.”
Nate
Silver

26. Patternicity
Humans have a built- in ability to identify patterns
• A term coined in 2008 in the
book The Believing Brain –
patternicity is the tendency for
humans to find meaningful
patterns in meaningless noise
• This is what allows you to see
the face in the sink on the left of
the slide!

27. Basic tools for helping separate signal from noise
during data analysis
Remove
irrelevant
menNons/visits/data
points
Focus
on
spikes/outliers
and
interrogate
these
data
further
Social
listening:
Examine
word
clouds
for
key
topics
in
social
conversaNon
Drill
down
or
segment
(ex:
search
for
geographic
skews)

28. Favorites
Retweets
Replies
Sample launch announcement trend line

29. Time matters
It often requires time for patterns to emerge
• Trends in data are often not visible up close or
in shorter time frames; often they will require
you to aggregate data over a longer period of
time
• For example:
– To see hourly trends you may need to
overlay 90 days of hourly data to
understand which time of day has the
highest volume consistently
– Alternatively, you may need to zoom out to
see patterns in behavior that are not
otherwise obvious in only a few days/week
trend graph

30. When we look at social data, there are also a number
of stranger things to consider

31. Inorganic content (spam)
According to a December report by Incapsula, over 60%
of web traffic data was generated by bots – not humans.
The same principle applies to social conversation: there
are hundreds of thousands of fake accounts intended to
drive traffic or sell products which can easily clutter the
results of social listening.
31

32. Trolls and other online issues
In Internet slang, a troll (/ˈtroʊl/, /ˈtrɒl/) is a
person who sows discord on the Internet by
starting arguments or upsetting people, by posting
inflammatory, extraneous, or off-topic messages in
an online community (such as a newsgroup,
forum, chat room, or blog) with the deliberate
intent of provoking readers into an emotional
response or of otherwise disrupting normal on-
topic discussion, often for their own amusement.
DO NOT FEED THE TROLLS

33. Pattern analysis can help to distinguish organic and
spam conversation… sometimes
Can you tell which of these is organic (human conversation) and which is inorganic
(spam)?
Organic!
SPAM!

34. Distinguishing signal from
noise: Key takeaways
ü Identifying and recognizing patterns
ü Difference between signal and noise
ü Interpreting spam and human
conversation

35. S T E P 4 :
S T A N D A R D I S I N G
K P I S A N D
PLANNING

36. Measurement planning is critical to
identifying what success looks like
Measurement plan development draws a clear line
in the sand for individual programs or campaigns,
along with clear data requirements and reporting
expectations
Effective measurement:
• Must be set up front to agree success criteria.
• Provides a framework for effective decision
making.
• Should be clear to everyone working on the
project

37. Across the communications industry, there are
movements toward standardization
Cross-industry groups
Coalition – IPR, AMEC,
CPRF PRSA
Conclave – cross-industries
Two primary areas of
standardization
Methodology reporting/
transparency
Metrics – traditional and
social

38. Barcelona Principles: 2.0

39. EXPOSURE ENGAGEMENT INFLUENCE ACTION
How many
stories or posts
have been have
been generated?
How many people
tweeted,
commented, liked,
shared our content?
Have we
influenced
perception and
attitudes?
Did it drive
traffic to our
website or lead
to purchase?
ADVOCACY
Have they continued
to purchase /
advocate
to others?
3.
ALL MODELS ARE WRONG,
SOME ARE USEFUL

40. Example: Setting KPIs against a measurement
framework
All KPIs must be aligned
against your strategic
imperatives
• Ex: Driving brand
awareness at launch
• Ex: Elevating brand
preference by reframing the
in-store experience or driving
adoption of new brand
positioning
BRAND
REPUTATION
&
VALUE
POSSIBLE
ROI
EXPOSURE
ENGAGEMENT
INFLUENCE
ACTION
How
many
stories
or
posts
have
been
have
been
generated?
How
many
people
tweeted,
commented,
liked,
shared
our
content?
Have
we
influenced
percepNon
and
adtudes?
Did
it
drive
traffic
to
our
website
or
lead
to
purchase?
ADVOCACY
Have
they
conNnued
to
purchase
/
advocate
to
others?

41. Exercise
Measurement planning
• Fill in the plan on the
following page with your
teams
• Be as detailed as you can
• GO!

42. Sample measurement plan on a page
Framework
Goal
Metrics
Objec;ve
Target
Exposure
Establish
awareness
by
driving
high
campaign
reach
Impressions
Drive
over
1,500,000
social
impressions
by
end
of
Q4
1,500,000
impressions
Campaign
and
hashtag
menNons
Demonstrate
audience
awareness
in
campaign
by
driving
over
2.5K
menNons
2,500
menNons
Engagement
Build
high
organic
and
paid
engagement
InteracNons
and
interacNon
rate
Average
2.5%
engagement
rate
on
social
channels
2.5%
interacNon
rate
AcNon
Direct
traffic
to
website
to
sNmulate
purchase
Site
landings
Reach
5,000/site
visits
PCM
60,000
site
visits

43. Standardizing KPIs & Planning: Key
takeaways
ü Importance of KPIs and metrics
ü How to structure a measurement
plan

44. S T E P 5 :
EVALUATING
ENGAGEMENT

47. Remember to add context to your analysis
• Always try to measure and
report on content efficacy
in context of the audience
and any on-going
conversations in the
community
• Often times there are
external factors that have a
great impact on content
performance
• Benchmark!

48. When measuring content efficacy, make sure to
evaluate all potential factors
Determining optimal content for engagement: the Social Content Optimizer model
TOPIC
Popular
Topics
TYPE
OpNmal
Post
Type
(Photos,
Videos)
TIMING
OpNmal
Post
Time
THRESHOLD
OpNmal
Number
of
Posts
per
Month
TEXT
LENGTH
Ideal
Text
Length
ENGAGEMENT
(the
extent
to
which
the
community
(fans
or
followers)
react
to
and
interact
with
content
we
post
as
a
brand)
+
+
+
+

49. Evaluating engagement: Key
takeaways
ü Basics of evaluating engagement
ü Identifying great engaging content

50. S T E P 6 :
CONNECTING
DATA SETS

51. Courtesy
XKCD
Correlation vs. Causation

52. Causality (also referred to as causation) is the
relation between an event (the cause) and a
second event (the effect), where the first event
is understood to be responsible for the second.
When making claims about outcomes, watch out for
these two terms!
Correlation CausaNon
A relation existing between phenomena or
things or between mathematical or statistical
variables which tend to vary, be associated,
or occur together in a way not expected on
the basis of chance alone.

53. Benefits of
integrating data
• Deeper understanding of the
efficacy of content and
programs beyond outputs
• Understanding impact on
savings to internal business
structure: customer care etc.
• Insight into cross-media
effects and potential benefits
or opportunities for
optimisation

54. Challenges to connecting data
• Time required to
complete merge &
analysis
• Complexity of
analysis
• Difficulty proving
causal relationship
between events

55. Connecting data sets: Key
takeaways
ü Benefits of adding external data
sources
ü Shortfalls of adding external data
sources
ü Difference between correlation and
causation

56. For
further
informaNon,
please
contact:
Allison
Adams
Research
&
AnalyNcs
Lead,
EMEA
allison.adams@fleishmaneurope.com