The document discusses the importance of social analytics in marketing, highlighting how organizations can measure performance and align social goals with business objectives. It emphasizes the need for a structured approach to organizing metrics and setting realistic goals to drive effective social media strategies. With over 2 billion active social media users, understanding the nuances of each network is crucial for maximizing engagement and achieving marketing success.

1. GSOB Digital Summit
Social Analytics

2. @jeffgibb
Head of Business Development

3. © 2016 Simply Measured, Inc
Introducing Simply Measured
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4. © 2016 Simply Measured, Inc
The Leader in Social Analytics
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Trusted by 1000 Customers,
Including 50 of the Interbrand Top 100 Global Brands.

5. © 2016 Simply Measured, Inc
We Collect a Ton of Social Data
Trusted by 1,000 Customers
Collecting 300,000 Individual Tweets Per Hour
Retreive Data from Facebook 2 Million Times Per Day
Gathered a Total of 18 Billion Social Posts

6. Today’s Topics:
1. What are Social Analytics and why should you care?
2. How to set social goals and connect to business value
3. The state of social media
4. In depth best practices for top networks

7. Social Analytics - Why is it Important?

8. “53% of Social Marketers rate measuring
performance as their biggest challenge”
2015 Forrester Wave – Social Relationship Platforms

9. © 2015 Simply Measured, Inc
The Evolution of Social Analytics
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The Best Social Programs are Built Using the REM Cycle
DATA & ANALYTICS
MEASURE
ACTION SYSTEMS
RESEARCH
EXECUTE
RESEARCH: Analyze competitors,
conversations and audiences to
inform your social strategy.
MEASURE: Track the performance
of your social activities to
understand their impact.
EXECUTE: Publish your social
activities across the social
networks.

11. © 2016 Simply Measured, Inc
RV Game =

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A Sweet RV is No Good Without a Map

13. © 2016 Simply Measured, Inc
Don’t Be This Marketer

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You Can Control Your Own Destiny
What’s Missing Here?

15. Tying Social to Business Goals

17. Step #1 – Identifying Objectives

18. Understand The Buyer’s Journey
How does each stage connect to a
marketing objective?

19. Social Marketers do well
with this Stage
50% feel they can easily identify
the right marketing objectives

20. Which Marketing Objectives
do you Support?
- 43% told us they support brand
awareness
- Only 6% focus on Adoption

21. Do you Have the Right
Strategy?
The marketing objectives will tie
directly to a strategy

22. Step #2 – Organize Social Metrics

23. © 2016 Simply Measured, Inc
Organizing Social Metrics
*Warning: This is where things start to break down*
In 2015, Forrester Research asked 84 companies to tell them the
metrics they use to define success in their social organization

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Organizing Social Metrics
The 84 companies identified 57 different metrics:
• There is no way 57 metrics are relevant to define social media
success
• This is a clear signal of metrics overload
We decided to organize the mess

25. © 2016 Simply Measured, Inc
Example: Brand Awareness
Buyer’s Journey Stage: Brand awareness
Marketing Objective: Create awareness
Social Media Strategy: Expose audience to brand content
Social Activity: Posts and paid promotion
Social KPIs: Impressions and reach
Business Impact: Share of voice and top of mind awareness

27. Step #3 – Set Realistic Goals

28. © 2016 Simply Measured, Inc
Set Realistic Goals
Setting goals with no information is a gamble. We recommend you
establish a point of reference:
1. Your own baseline: Have you done this before? If so, use that baseline and any new
information you have.
2. Peers: What level of success have like-minded companies seen?
3. Competitors: What have results been like for your competitors?
4. industry Benchmarks: These can be helpful, but they can also be too generic.
5. Common Sense: When in doubt, layer in your own logic. Just make sure you can
explain it to your boss.

29. The State of Social Marketing

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Over 2 Billion People Worldwide Are Active on Social Media

31. Data Ahead

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The State of the Social Media Organization

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65% of Social Orgs have a Team Size of 1-3

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Social Media Manager is a Position in 60% of Social Orgs

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Top Two Issues Involve Measuring the Value of Social

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Social is Not Yet Integrated into the Larger Organization

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Social’s Impact on Marketing vs. Business
50% of social marketers think that social media data & analytics impact their marketing strategy
Only 22% believe it impacts their overall busienss strategy

38. Deep Dive: Social Network Insights

40. Interbrand 100 Best Global Brands
• Financial performance
• Role in influencing customer choice
• Strength to commad premium price

41. 1.59 Billion Monthly Active Users

44. 320 Million Monthly Active Users500+ Million Tweets Per Day

48. 400 Million Monthly Active Users 75% of users outside the U.S.

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Instagram Brand Activity is Exploding
• 400 Million Active Users
• 75% from outside the USA
• 90% of the Interbrand 100 have an account
• 80% post to Instagram 1+ times per week

51. Engagement

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Engagement Per Post up 53% YoY
There are 31,827 enagements
per post on average
(Comments & Likes)

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Hashtags & Location Tags Improve Performance
But, the increases are non-linear
Multiple Hashtags & Location Tags Perform Best

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The Photo is Still King
Videos continue to grow (13.2% of all posts),
but Engagement lags

55. Emojis!
👆+ 👉 = 📈 (🍻)

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Emojis appear in 35% of Interbrand 100 Post Captions

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Follow Your ❤️

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Media Can’t Stop, Won’t Stop….... Publishing
MTV Dominates
• Averages 6+ posts per day
• Controls 62% of the engagement in media
• 49 videos posted – topping all 100 brands

61. Instagram is Changing Travel

62. Jeff’s Trip to Australia

63. Trip Planning in the
Age of Instagram
1. Use Instagram as the
primary discovery tool
2. Follow the visitors assoc.
accounts for each
destination
3. Message trip companion
privately to discuss

64. Winning Instagram in the Tourism Industry

65. © 2016 Simply Measured, Inc
Tactic #1 – Use Your Icons
Top Performing Post of 2016 for @visitseattle
• Showing an iconic landmark from an alternative POV
• Great use of User Generated Content
• Uses a specific hashtag strategy (both owned and
popular hashtags)

66. © 2016 Simply Measured, Inc
Tactic #2 – Stay Present
Top Performing Post of 2016 for @visitphilly
• A tough winter presents an opportunity for
classic snowy photos
• Staying authentic and in the moment
• Full coverage of the (#philly, #visitphilly,
#philadelphia) variations

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Tactic #3 – Be Consistent
@DiscoverLA with 332% Engagment as a % of followers

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Tactic #3 – Be Consistent
The same CTA is included in every Instagram Post in 2016

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Tactic #4 – Crowdsource
Top Performing Post of 2016 for GSOB
• Asks a question of the audience!
• Prompts conversation around dolphin
cruise providers
• Strikes a chord with their audience by
appealing to the family
• Contrubutes to a wider #familyspringbreak
conversation

70. I hope you’ve learn at least a little about the right
approach to Social Analytics:
1. Social data should be a critical input to planning and executing your
marketing plans
2. Setting appropriate goals will get your social program the right seat at the
table
3. Every network is different – understand the strengths and opportunities of all
of them

71. Find me for a free social media report!

72. Twitter: @jeffgibb
Instagram: @jeffgibb
Email: jgibb@simplymeasured.com
Download the full studies & guides:
simplymeasured.com/resources