The document introduces a new framework called Social Marketing Analytics for measuring results in social media. It consists of establishing social marketing goals, deriving business objectives from those goals, and identifying key performance indicators to measure success against the objectives. The framework is presented as a way to minimize confusion about the value of social media efforts and deliver tangible results tied to business goals.
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
MMT 29: "Hab Dich!" -- Wie Angreifer ganz ohne JavaScript an Deine wertvollen...MMT - Multimediatreff
Schon wieder einer dieser Cross-Site-Scripting-Talks? Mitnichten! Manipulationen oder Datenklau via JavaScript steht heutzutage stark im Fokus und so werden ständig neue Schutzwälle dagegen entwickelt und eingesetzt. Man nutzt Eingabefilter, Sandboxes, usw. Ganz Sicherheitsbewusste schalten JavaScript gleich vollständig ab. Was jedoch wäre, wenn auch das nicht vollständig schützt? Wenn es Angriffstechniken gäbe, welche ganz und gar ohne Scripting auskommen? OK, warm anziehen, denn der Hacker Mario Heiderich zeigt Euch, dass es sie gibt!
A performance como estratégia de visibilidade Romagaga no You TubeAdriana Amaral
Performances mediadas dos consumidores-personagens-fãs-webcelebridades: Romagaga e as estratégias de visibilidade no YouTube -
Com a Web 2.0, assiste-se à profusão de manifestações de consumidores sobre suas experiências associadas a marcas em plataformas diversas. Com o passar do tempo, observou-se desdobramentos desse quadro, identificável em apropriações variadas por parte das marcas e de seus públicos. Frente a isso, o tema desse estudo é a condição de performer do consumidor que, a partir de reclamação dirigida a marcas, negocia aspectos de sua identidade na web. Abordaremos as performances de “consumidores-personagens-fãs-webcelebridades” (doravante chamados de CPFW) e o que está em jogo a partir desse tipo de visibilidade, sobretudo, a partir de vídeos criados e compartilhados no YouTube. Nosso objetivo é investigar a performance de Romário Lima, mais conhecido como Romagaga - em seu canal no YouTube - em vídeos relativos às marcas Gol e TIM como processo de negociação de identidade, performatividade de gênero (BUTLER, 2007 ) e performance como estratégia de linguagem oral (ZUMTHOR, 2003). A escolha desse objeto de estudo deve-se aos seguintes critérios: 1) o crescimento das celebridades da web (LIESENBERG, 2012) e suas lógicas e dinâmicas de construção de ciberacontecimentos (HENN, 2013); 2) o processo de transformação de um fã em celebridade e em personagem, destacando a cultura dos fãs na gênese de diversos processos comunicacionais da internet; 3) a apresentação de um corpo queer em uma performatividade de gênero e representatividade possível em sites de redes sociais, já que, via de regra, a mídia massiva e a publicidade em geral ignoram esse tipo de consumidor (KRANBECK, 2012); 4) “estratégias de humor e do riso nas apropriações de conteúdos compartilhados” (BARBOSA;MONTE;LIESENBERG, 2013), como, por exemplo, o excesso de uso de bordões, características, também, de outros fenômenos da web como os “trolls” e os “fakes”(AMARAL; SANTOS, 2012). Em termos metodológicos, primeiramente tomamos o aporte conceitual da relação entre consumo digital e teoria da prática MONTARDO, 2013) e dos estudos de performance, sobretudo as performances mediadas, e, discutimos os estudos de fãs e celebridades em suas articulações com os fenômenos da web em um contexto macro. Em seguida, analisamos os vídeos pelos vieses apresentados e propomos alguns resultados preliminares, expandindo as noções de performance como “drama social” de Victor Turner (in: SCHECHNER, 2002) que não considerava a performance como algo à parte da vida social, mas como um lugar de negociação. Assim, no caso de Romagaga como CPFW, negocia-se a questão de gênero, muito mais do que apenas as reclamações dirigidas às empresas.
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
MMT 29: "Hab Dich!" -- Wie Angreifer ganz ohne JavaScript an Deine wertvollen...MMT - Multimediatreff
Schon wieder einer dieser Cross-Site-Scripting-Talks? Mitnichten! Manipulationen oder Datenklau via JavaScript steht heutzutage stark im Fokus und so werden ständig neue Schutzwälle dagegen entwickelt und eingesetzt. Man nutzt Eingabefilter, Sandboxes, usw. Ganz Sicherheitsbewusste schalten JavaScript gleich vollständig ab. Was jedoch wäre, wenn auch das nicht vollständig schützt? Wenn es Angriffstechniken gäbe, welche ganz und gar ohne Scripting auskommen? OK, warm anziehen, denn der Hacker Mario Heiderich zeigt Euch, dass es sie gibt!
A performance como estratégia de visibilidade Romagaga no You TubeAdriana Amaral
Performances mediadas dos consumidores-personagens-fãs-webcelebridades: Romagaga e as estratégias de visibilidade no YouTube -
Com a Web 2.0, assiste-se à profusão de manifestações de consumidores sobre suas experiências associadas a marcas em plataformas diversas. Com o passar do tempo, observou-se desdobramentos desse quadro, identificável em apropriações variadas por parte das marcas e de seus públicos. Frente a isso, o tema desse estudo é a condição de performer do consumidor que, a partir de reclamação dirigida a marcas, negocia aspectos de sua identidade na web. Abordaremos as performances de “consumidores-personagens-fãs-webcelebridades” (doravante chamados de CPFW) e o que está em jogo a partir desse tipo de visibilidade, sobretudo, a partir de vídeos criados e compartilhados no YouTube. Nosso objetivo é investigar a performance de Romário Lima, mais conhecido como Romagaga - em seu canal no YouTube - em vídeos relativos às marcas Gol e TIM como processo de negociação de identidade, performatividade de gênero (BUTLER, 2007 ) e performance como estratégia de linguagem oral (ZUMTHOR, 2003). A escolha desse objeto de estudo deve-se aos seguintes critérios: 1) o crescimento das celebridades da web (LIESENBERG, 2012) e suas lógicas e dinâmicas de construção de ciberacontecimentos (HENN, 2013); 2) o processo de transformação de um fã em celebridade e em personagem, destacando a cultura dos fãs na gênese de diversos processos comunicacionais da internet; 3) a apresentação de um corpo queer em uma performatividade de gênero e representatividade possível em sites de redes sociais, já que, via de regra, a mídia massiva e a publicidade em geral ignoram esse tipo de consumidor (KRANBECK, 2012); 4) “estratégias de humor e do riso nas apropriações de conteúdos compartilhados” (BARBOSA;MONTE;LIESENBERG, 2013), como, por exemplo, o excesso de uso de bordões, características, também, de outros fenômenos da web como os “trolls” e os “fakes”(AMARAL; SANTOS, 2012). Em termos metodológicos, primeiramente tomamos o aporte conceitual da relação entre consumo digital e teoria da prática MONTARDO, 2013) e dos estudos de performance, sobretudo as performances mediadas, e, discutimos os estudos de fãs e celebridades em suas articulações com os fenômenos da web em um contexto macro. Em seguida, analisamos os vídeos pelos vieses apresentados e propomos alguns resultados preliminares, expandindo as noções de performance como “drama social” de Victor Turner (in: SCHECHNER, 2002) que não considerava a performance como algo à parte da vida social, mas como um lugar de negociação. Assim, no caso de Romagaga como CPFW, negocia-se a questão de gênero, muito mais do que apenas as reclamações dirigidas às empresas.
Mit frischen Ideen überrascht das Windows Phone immer mehr Entwickler und Consumer. Felix Rieseberg gibt in dieser Session eine Zusammenfassung der Plattform, der Architektur und der Möglichkeiten für Entwickler – um in nur einer Stunde einen Überblick zu liefern, wie sich das Windows Phone technisch für Entwickler darstellt, wie man mit dem System interagiert und wie der Entwicklungs-Workflow aussieht.
Vortrag von Felix Rieseberg (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
http://www.felixrieseberg.com
http://twitter.com/felixrieseberg
Wie sehen die nächsten Schritte aus? Wir sprechen über Entwicklerprogramme und den Weg in den Marketplace.
Vortrag von Felix Rieseberg (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
Kontakt zu Felix Rieseberg:
http://www.felixrieseberg.com
http://twitter.com/felixrieseberg
Windows Phone macht einiges anders – sowohl in puncto Bedienkonzept als auch Interfacedesign. Wir machen eine kurze Führung durch das System, heben hier und da die Motorhaube und zeigen, dass wir auch »von unten lackiert« haben.
Vortrag von Tom Wendel (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
Kontakt zu Tom Wendel:
http://www.antme.net
http://twitter.com/bobstriker
Check how viral marketing as part of Social Media Marketing helps in brand your business products and services. It's consumer driven marketing with word of mouth online simulation. YouTube plays a major part in creating Viral marketing and campaigns. But now the same affect has been introduced to Facebook and Twitter.
Socializing Solutions Marketing: What's Working and What's NextRob Leavitt
Overview ppt on using social media for marketing high value business solutions, with examples from Emerson, Cisco, HubSpot, Cambridge Healthtech Associates, and Intel -- presented to Hult International Business School course on solutions marketing, May 28, 2010
Interactive marketing strategy and best practices, includes a roadmap for brands and an overview of social media business case, common pitfalls and keys to success.
SocialTALK is a publishing platform that streamlines the social media publishing process allowing you to scale your efforts, control, schedule, and monitor workflow, and pull analytical data on posts to understand the engagement.
PR News Digital Summit: Measuring ROI + KPIs for Digital PRTim Marklein
Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.
Social Media Break Out Case Studies: bebe and Billboard.comEdmund Wong
Here are 2 social media break out case studies I presented at ad:tech SF. It profiles how iCrossing helped Billboard.com and bebe achieve their marketing goals, leveraging social media.
Mit frischen Ideen überrascht das Windows Phone immer mehr Entwickler und Consumer. Felix Rieseberg gibt in dieser Session eine Zusammenfassung der Plattform, der Architektur und der Möglichkeiten für Entwickler – um in nur einer Stunde einen Überblick zu liefern, wie sich das Windows Phone technisch für Entwickler darstellt, wie man mit dem System interagiert und wie der Entwicklungs-Workflow aussieht.
Vortrag von Felix Rieseberg (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
http://www.felixrieseberg.com
http://twitter.com/felixrieseberg
Wie sehen die nächsten Schritte aus? Wir sprechen über Entwicklerprogramme und den Weg in den Marketplace.
Vortrag von Felix Rieseberg (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
Kontakt zu Felix Rieseberg:
http://www.felixrieseberg.com
http://twitter.com/felixrieseberg
Windows Phone macht einiges anders – sowohl in puncto Bedienkonzept als auch Interfacedesign. Wir machen eine kurze Führung durch das System, heben hier und da die Motorhaube und zeigen, dass wir auch »von unten lackiert« haben.
Vortrag von Tom Wendel (Developer Evangelist für Microsoft Deutschland) gehalten beim MMT 30 "Mobile Apps" (http://mmt30.multimediatreff.de)
Kontakt zu Tom Wendel:
http://www.antme.net
http://twitter.com/bobstriker
Check how viral marketing as part of Social Media Marketing helps in brand your business products and services. It's consumer driven marketing with word of mouth online simulation. YouTube plays a major part in creating Viral marketing and campaigns. But now the same affect has been introduced to Facebook and Twitter.
Socializing Solutions Marketing: What's Working and What's NextRob Leavitt
Overview ppt on using social media for marketing high value business solutions, with examples from Emerson, Cisco, HubSpot, Cambridge Healthtech Associates, and Intel -- presented to Hult International Business School course on solutions marketing, May 28, 2010
Interactive marketing strategy and best practices, includes a roadmap for brands and an overview of social media business case, common pitfalls and keys to success.
SocialTALK is a publishing platform that streamlines the social media publishing process allowing you to scale your efforts, control, schedule, and monitor workflow, and pull analytical data on posts to understand the engagement.
PR News Digital Summit: Measuring ROI + KPIs for Digital PRTim Marklein
Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.
Social Media Break Out Case Studies: bebe and Billboard.comEdmund Wong
Here are 2 social media break out case studies I presented at ad:tech SF. It profiles how iCrossing helped Billboard.com and bebe achieve their marketing goals, leveraging social media.
This is a brief strategic overview of the presentation Love Scott & Associates is giving at the lunch & learn hosted by The Grater Des Moines CVB 2/25/10. Some discussion points at the end of the presentation are derived from a survey sent out to attendees prior to the event.
Innovation and Outsourcing - Globant Nasdaq eventPatrick Chanezon
Talk given at Globant Nasdaq event http://communications.globant.com/lookfurther/site/
about what outsourcing firms need to do in order to move up the food chain from traditional outsourcing to innovating with customers.
Google Innovating in the Open approach, and the story of Google and Globant collaboration on OpenSocial.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
1. SOCIAL MARKETING
ANALYTICS:
A New Framework for Measuring
Results in Social Media
#SocialAnalytics
@johnlovett @jowyang
Thursday, June 10, 2010
2. ABOUT THIS RESEARCH
• A Collaborative Effort
• Our Methodology
• A Nod To Open Research
2
Thursday, June 10, 2010
3. SPECIAL THANKS TO...
• Our co-authors
– Charlene Li, Eric T. Peterson, Christine Tran
• Our Ecosystem Contributors
– Lisa Barone, Connie Benson, David Berkowitz, Blake Cahill, Adam Coomes,
Monica Cordina, Bill Gassman, Jascha Kaykas-Wolff, Rob Key, Justin Kistner,
Scott Lake, Matt Langie, Alex Mann, Louis Marascio, John McCory, Aaron
Neumann, Katie Delahaye Paine, Sean Power, Chris Ramsey, Boaz Ronkin, Shiv
Singh, R “Ray” Wang, Alan Webber, Jennifer Zeszut
– Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social
Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends
3
Thursday, June 10, 2010
4. THE CONVERSATION HAS SHIFTED OFF
DOMAIN
Source: Pew Resource Center’s Internet and American Life Project , October 8, 2009
4
Thursday, June 10, 2010
5. FACEBOOK IS THE SECOND BIGGEST
SITE IN US
Source: : Compete.com , January 2010
5
Thursday, June 10, 2010
6. 50 MILLION TWEETS A DAY ON
TWITTER
Source: TwiGer, February 22, 2010
6
Thursday, June 10, 2010
8. THE BIG SOCIAL EXPERIMENT
• Many companies are stumbling blindly into
social media marketing without a
measurement strategy
in place
8
Thursday, June 10, 2010
9. THE NUMBERS ARE TELLING...
• “While 2009 may have been a “trial” run for many
brands and social media, in 2010, CMOs expect
social initiatives to directly impact their bottom
lines, without exception.”
• “CMOs reported that 64% of them would increase
their social media budgets within the next year.”
• In 2009, 89% of CMOs tracked social media's impact
by using standard metrics such as site traffic,
pageviews, and number of fans.
Source: BazaarVoice “CMOs Plan for Higher Social Media Measurability in 2010”
December 8, 2009
9
Thursday, June 10, 2010
10. ...STILL MARKETERS ARE PERPLEXED
• Social media vendors and platforms are
proliferating at an astounding rate
• Solutions exist for every channel
• A multitude of choice creates confusion
10
Thursday, June 10, 2010
14. THE MARKETING FUNNEL
SOCIAL
NETWORKS
Prospects interact in
social networks
Customers interact
on company sites
Advocates may have a
dedicated community
COMPANY
SITE
14
Thursday, June 10, 2010
15. The vast majority of businesses tracking
social media today are using the wrong
metrics!
It’s time for a new Social Media Measurement
standard.
15
Thursday, June 10, 2010
16. INTRODUCING...
Social Marketing Analytics is the discipline
that helps companies measure, assess and
explain the performance of social media
initiatives in the context of specific
business objectives.
16
Thursday, June 10, 2010
17. THE DISCIPLINE INCLUDES A
FRAMEWORK
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
17
Thursday, June 10, 2010
18. BEGIN WITH AN INSIDE-OUT STRATEGY
18
Thursday, June 10, 2010
19. THE SMA STRATEGY IN PRACTICE
Corporate Goals
Business Objectives
Measures of Success
Operational Tactics
19
Thursday, June 10, 2010
20. THE SMA STRATEGY: GOALS
• Corporate Goals = Vision
• Understand, embrace & support
• Socialize goals widely
• Leverage motivating factors
20
Thursday, June 10, 2010
21. THE SMA STRATEGY: OBJECTIVES
• Business Objectives = Strategy
• Foster Dialog
• Promote Advocacy
• Facilitate Support
• Spur Innovation
21
Thursday, June 10, 2010
22. THE SMA STRATEGY: MEASURES
•Measures of Success = Management
• Key Performance Indicators…
• Provide context
• Set expectations
• Mandate actions
22
Thursday, June 10, 2010
23. THE SMA STRATEGY: TACTICS
•Operational Tactics = Execution
• Specific campaigns
• Channel preferences
• Closed loop feedback
23
Thursday, June 10, 2010
25. MARKETERS NEED A FRAMEWORK
• A pragmatic approach using metrics derived
from sound business objectives
• Minimizes confusion about the value of
social marketing efforts
• And delivers tangible results
25
Thursday, June 10, 2010
26. THE FRAMEWORK BEGINS WITH GOALS
Social !
Marketing!
Goals!
26
Thursday, June 10, 2010
27. ...FROM GOALS STEM OBJECTIVES
Business
Objective!
Social !
Business Marketing! Business
Objective! Goals! Objective!
Business
Objective!
27
Thursday, June 10, 2010
28. ...THEN MEASURES OF SUCCESS
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
28
Thursday, June 10, 2010
29. AND FINALLY EXECUTION
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
29
Thursday, June 10, 2010
30. A SOCIAL MARKETING EXAMPLE...
• Goal Driving Consideration
• Objective Foster
Dialog!
• Measures Share
of Voice! Audience
Engage-
ment!
Conversa-
tion Reach!
• Tactics
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Thursday, June 10, 2010
32. DIALOG REQUIRES…
• Building awareness by initiating the conversation
• Engaging with individuals to determine their
response to ideas, thoughts, products and
activities generated by the organization
• Responding to individuals on behalf of the brand
through genuine interactions
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Thursday, June 10, 2010
33. Granular Metrics
Audience
Engage-
ment
Ex
Share of Conversa-
ec
Voice tion Reach
ut
io
n
M
an
Foster
ag
em
Dialog
en
t
St
r
at
eg
y
Thursday, June 10, 2010
35. IF I WERE AT NIKE...
Share of Audience Conversation
Voice Engagement Reach
35
Thursday, June 10, 2010
36. ADVOCACY IN A SOCIAL WORLD
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Thursday, June 10, 2010
37. ADVOCACY REQUIRES…
• Encouraging word of mouth activity by
promoting and endorsing conversations
shared by individuals
• Developing relationships with individuals
who have an affinity towards the brand
• Nurturing existing relationships with
customers as a proven method of
building advocacy within an
easily identified segment
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Thursday, June 10, 2010
38. Active
Granular Metrics
Advocates
Promote Advocate
Advocacy Influence
e gy
t Advocacy
Stra Impact
e nt
em
ag
an
M
n
tio
e cu
Ex
Thursday, June 10, 2010
42. SUPPORT REQUIRES…
• Resolving service issues through social
media channels via direct company response
and crowd-sourcing alternatives
• Expediting issue resolution with quality and
integrity
• Elevate satisfaction through flexible support
options
42
Thursday, June 10, 2010
43. St
ra
t
eg
y
M
an
ag
Facilitate
em
en
Support
t
Ex
ec
ut
Resolution Satisfaction
io
n
Rate Score
Resolution
Time
Granular Metrics
Thursday, June 10, 2010
44. SUPPORT KPIS IN ACTION
• Social Media Issue Resolution Rate:
!""#$%
!"#$%&!'!())*+)!,+)#&-+.!/%$0)1%2$#30&4! = !())*+!,+)#&*$0#5!,%$+
&$"'(#)'*% "#$%&!'!/+3-02+!())*+)!
!!
&+,$%
• Resolution Time:
!
!"#$%&'$() !"#$%&!'()*+,-!./01#(0/!"+2/! = !./0#&*$+#(!"+2/
*+,") !! "#$%&!3!4/,5+6/!'()*+,+/0!
• Customer Satisfaction Score:
!
–
!"#$%"&#'() !"#$%&'()!*((+,-./!0123#%!45!65!"77728! = !:-%1$;-.%1&2!:.&)(
!&'*+) !! 499!"#$%&'()!*((+,-./!
!
44
Thursday, June 10, 2010
45. IF I WERE AT BEST BUY...
Issue
Resolution Satisfaction
Resolution
Time Score
Rate
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Thursday, June 10, 2010
47. INNOVATION REQUIRES…
• Gathering customer insights via social media
channels with a clear mission of identifying
market needs and service opportunities
• Processing ideas and community feedback as a
means to drive products and services requires
receptive product managers
• Delivering new products and services to the
market with credit and acknowledgement to
customers
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Thursday, June 10, 2010
48. Topic
Trends
Granular Metrics
Sentiment Spur
Ratio Innovation
St
ra
te
gy
Idea Impact
M
an
ag
em
en
t
Ex
ec
ut
io
n
Thursday, June 10, 2010
50. IF I WERE AT DELL...
Topic Sentiment Idea
Trends Rate Impact
50
Thursday, June 10, 2010
51. THE FRAMEWORK IS A PROCESS
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
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Thursday, June 10, 2010
54. VENDORS ARE A MANDATORY
COMPONENT
• The perfect social media measurement vendor
does not exist
• Existing vendors shine at listening, sentiment and
trending conversations
• Technologies can facilitate data
collection in diverse social media,
but there are no silver bullets
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Thursday, June 10, 2010
56. SPECIFIC CHANNELS ARE SECONDARY
TO STRATEGY
• Find your audience, wherever they may be
• Recognize influence above the noise
• Promote advocacy and leverage your people
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Thursday, June 10, 2010
57. A NEW SOCIAL MEDIA MEASUREMENT
PLAYBOOK IS MANDATORY
• Measure based on specific business objectives
• Use Key Performance Indicators to Become a
Measurement Hero
• Adopt the Social
Marketing Analytics
Framework and
make it your own
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Thursday, June 10, 2010
58. YOUR PRESCRIPTION FOR MEASUREMENT
1. Follow the process:
Vision>Objectives>Measurement>Tactics
2. Know that not all channels are equal
3. Define requirements first; then select vendors
4. Develop your social media measurement
playbook
5. Make our measurement framework your own
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Thursday, June 10, 2010