This document summarizes a presentation about social media analytics. It discusses: 1) The limitations of only measuring metrics like likes and followers on owned social media channels, as these channels are better for customer loyalty rather than new customer acquisition. 2) The importance of also measuring unowned channels like forums where customers discuss and evaluate brands during the purchase consideration process. 3) How social marketers should distribute content across both owned and unowned channels to guide customers through different stages of the buyer journey, and measure results across their entire social ecosystem. 4) Key questions social marketers need to be able to answer about their brand's performance and customer sentiment to ensure social efforts are successful.

1. PRESENTED TO: Seattle Interactive Conference 2013
Social Analytics: Why You Need
More Than “Likes”
Page Sands, VP – Social & Digital Marketing

2. Agenda
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• Social marketing today
• The limitations of social properties
• A new perspective on what to measure
• The value of testing and optimization
• How to use paid amplification to boost content
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3. Social analytics don’t have to cause anxiety.
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4. Social marketers are miracle workers!
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• Generate awareness and buzz
• Produce and convert leads
• Foster satisfied, loyal customers
….with a steady stream of compelling, targeted content
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…on limited channels
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8. Social Marketing Today
Channels
Content goes in…
…Metrics go out
Followers, retweets
Fans, likes, comments, shares
Likes, comments, shares
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9. Fans & followers already know you…..
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Reaching new customers on social channels is
difficult
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The decision to buy isn’t necessarily formed
on your social channels
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Social channels are not an efficient lead
generation tactic
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Limited reach and visibility of social content
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10. Fans & followers already know you…..
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Social properties are a loyalty platform
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Uniquely suited for a variety of goals ranging
from increasing customer satisfaction to
encouraging loyalty
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Promotional content or content that highlights
features/benefits might fail
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Instead, show current customers how to
maximize the value of their purchase [Customer
Satisfaction & Retention]
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Let’s focus on the right tools for the job
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12. Why—and how to—measure unowned channels?
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Social networking is a behavior
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When evaluating considered products,
humans tend to consult with peers
during the decision-making process
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Consideration behavior happens in the
3rd party blogs and forums known as
communities of interest (COIs)
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This is where brands are openly
discussed and products and alternatives
are evaluated 24/7
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With this perspective, marketers can
develop the right content and determine
where it should go and why with great
precision
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13. Measure results across your entire social ecosystem
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Distribute and promote content across multiple channels to guide decision-making
behavior at different stages of the customer lifecycle
Risk
Reduction
Peer
Networks
Social
Properties
Brand
Loyalty
Content
Prospects
Influencers
Peer Networks &
Communities of Interest
Product guides
Recommendations
Reviews & Ratings
Top Ten Benefits
Reasons to Buy
Customers
Advocates
Social Properties
Offers & Promotions
Service & Support
Unboxing Videos
Product Updates
News & Announcement
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14. Measure results across your entire social ecosystem
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For your social efforts to succeed, you must be able to answer the following questions.
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What are the communities where my audience makes purchasing decisions?
Is my brand delivering on its value prop?
What are the conversation topics involving my brand?
Are my customers satisfied?
Which campaigns/channels are converting?
How are the social channels performing against other tactics?
How is the content performing on my social channels?
What is the impact of my social/content efforts on my web site?
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15. What are the communities where my audience makes
purchasing decisions?
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Listening & monitoring
• Where are my customers?
• Keyword alerts
• Search
• Where are potential customers
• Access Points
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Data collection
• Alexa & Quantcast
• Inbound links
• PageRank
• Frequency & relevance of conversation
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What are the discussion topics & why do they matter?
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Inform all areas of the business from search to
product development to customer service teams
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Develop insight into audience motivators and triggers
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Understand the volume of conversation around your
brand relative to the competition
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Determine what’s driving the conversation
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Understand the topics and sentiment
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Identify metrics that matter
• Positive/Negative/Neutral sentiment
• By topic
Custodian of the social data
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17. What are the discussion topics and why do they matter?
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18. Why you need a dashboard
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19. Why you need a dashboard
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Confidential 11/4/2013
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