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Social Media Intelligence
- 1. Social Media Intelligence Saturday, August 13 Debbie King, @DebbieDSK Bill Conforti, @con4tjr Tori Liu, @torimillerliu @AssocAnalytics
- 2. Agenda • What is social media monitoring? • What is social media intelligence? • So What? • How do we do it? • The Big Picture
- 3. The Digital Universe is Growing • 90% of world’s data was created in past 2 yrs. • growing 40% a year into the next decade
- 4. Big Data: Beyond the Buzz Structured 20% Unstructure d 80%
- 5. Data is an Asset
- 7. Hands Up! ?
- 8. Salesforce State of Social Media Marketing Report 89% of marketers found listening to be effective but only 37% of the 5,000 actively listened.
- 9. Defining Social Media Monitoring and Social Media Intelligence
- 10. Social Media Monitoring Also known as Social Listening, the process of identifying and assessing what is being said online about a brand or product.
- 11. Social Media Intelligence Social Media Intelligence is the process of analyzing social media data to inform business strategy and guide decision making.
- 12. Monitoring vs Intelligence Social Monitoring Social Intelligence High Level Specific and Actionable Defined Keywords Complex Modeling No Context Multi-Dimensional Known Unknowns What you don’t know you don’t know
- 13. Monitoring vs. Intelligence Social Media Monitoring What Social Media Intelligence Why
- 14. Sentiment Analysis Sentiment analysis (also known as opinion mining) refers to the use of natural language processing, text analysis and computational linguistics to identify and extract subjective information in source materials.
- 15. Context is Key • I was so annoyed I missed ASAE Annual this year. • ASAE Annual was just wicked • I hated missing ASAE Annual • What an awesome waste of time going to see Superman v Batman
- 17. The Data Value Curve Hindsight Insight Foresight Value Difficulty What happened? Why? What will happen? Can I make it happen?
- 18. So What?
- 19. Why SMM and SMI? •Reputation management Generate Business Understand your Audience Product and Service Development Identify Influencers and Advocates Competitive Advantage
- 21. What’s in a name? Dark Heather Gray Manatee Gray??
- 28. Vintage?
- 30. Urban Outfitters sincerely apologizes for any offense our Vintage Kent State Sweatshirt may have caused… It was never our intention to allude … …we deeply regret that this item was perceived negatively…
- 32. Share a Story? ? •Reputation management Generate Business Understand your audience Product and Service Development Identify influencers and advocates Competitive Advantage
- 33. Delta Air Lines Product and Service Development
- 34. Brand Comparison Analysis Identify influencers and advocates Competitive Advantage
- 35. Volume
- 36. Volume
- 37. Brand Sentiment
- 38. Brand Sentiment
- 43. Influencers Topic Influencer within Community A Community A Community B Influencer within Community A Influencer within Community B
- 44. The Big Picture
- 45. The ability to understand, visualize, and communicate data will be the most important skill in the next decade. - Hal Varian, Chief Economist
- 49. How do we do it?
- 51. Getting Started • Who we want to monitor (personas) • Locations, Interests • On which channels Gather Info • Brand mentions • Hashtags • Competitors • Influencers What we want to monitor • Identify tools & processes to help (e.g. do you need a specialised tool for a certain channel) • Setup the tracking Get Setup • Interact where appropriate • Analyse & interpret behaviours • Take action - plan your next steps Start Monitoring
- 52. Case Study: Heirloom Tomato Society
- 53. Heirloom Tomato Society • Mission: Provide resources and education to heirloom tomato growers • Est. 1983 • Annual Meeting • Digital Assets • Website featuring directory and resources • YouTube Channel for tutorials • Twitter • Facebook
- 54. Event Registration Declining 150 123 110 560 449 415 256 203 187 2014 2015 2016 Young Members (Under 30) Members Industry Partners
- 55. A promise to the Board… 150 123 110 560 449 415 256 203 187 747 0 200 400 600 800 1000 1200 2014 2015 2016 2017 Goal Young Members (Under 30) Members Industry Partners
- 57. Check your Assumptions Hypothesis: The program is not of interest to attendees. How can I test this hypothesis? ?
- 58. What the Heirloom Tomato Society Discovered Conference Program Top Webpages Social Media Trends • Fertilizer • New Varieties • Disease Prevention • Drip Lines • Stopping Squirrels 1. Top Tomatoes 2. Recipes 3. Disease Prevention 4. Pruning 5. Fertilizer 1. Top Tomatoes 2. Recipes 3. Pruning 4. Disease Prevention 5. Insecticides
- 59. Department Goals? Marketing Events Education ?
- 61. Social Media Goals? Goal KPI ?
- 62. Tactics Sessions from implicit interests Vote for Sessions! Pre-show promotions Evaluate trends
- 63. Social Key Performance Indicators (KPIs) • Community Size • Engagement Ratio • Bounce rate • Share of traffic driven • Social share of voice • Conversion Rate • Amplification Rate • Applause Rate • Leads • Social Reach • Community Size • Sentiment Ratio
- 64. What to Measure? Goal Metric Reach Audience Growth Rate, Audience Grwoth, Total Followers Engagement Average Engagement Rate, Overall Engagement, Audience Growth Rate Acquisition Visitor Frequency Rate, Click-Thru Rate, Impressions from Social Media Conversion Assisted Social Conversions, Last Click (Direct) Conversions Activity Customer Service Savings, Customer Service Costs, Social Media Posts
- 65. What happened? • Satisfaction increased with the programming • Increased brand awareness • Increase in engagement • Event registration increased 5.2%
- 67. Governance • Who are the key players? • Who makes decisions? • Who’s accountable for posting, reporting, responding, etc.?
- 68. Your Turn How can we apply this to your association?
- 69. What’s your #1 Strategic Priority? ?
- 70. What are your goals to support that priority? ? Don’t forget to check your assumptions!
- 71. Department Goals? Marketing Events Education ?
- 72. Where might you find the information? ?
- 73. Social Media Goals and KPIs? Goal KPI ?
- 74. Tactics Sessions from implicit interests Vote for Sessions! Pre-show promotions Evaluate trends
- 75. How will you analyze and communicate results? ?
- 76. Share with your table ?
- 78. Selecting the Right Tool What networks are you on? Do you have the capacity to take on the initiative? How much $ are you willing to spend? Do you need additional functionality? Will the tool grow with you?
- 82. 360° View of Your Customer 1O O %
- 83. Think of their Journey Mmm… thinking of a course Search the web Ask friends Identify the courses Look at reviews Take a free online assessment Pick the top 3 Make a decision on one ?
- 85. Resources • http://www.razorsocial.com/social-media-analytics-tools/ • https://unmetric.com/social-media-intelligence/ • http://www.mckinsey.com/industries/high-tech/our-insights/how-social-intelligence-can-guide- decisions • http://pages.crimsonhexagon.com/rs/284-XQB-702/images/TFAvsAmericorpsCaseStudy.pdf • https://public.tableau.com/views/DashboardVer1_65/OverallPerformance?:embed=y&:showVizHome= no&:showTabs=y&:display_count=y&:display_static_image=y&:bootstrapWhenNotified=true
- 86. Thank You! • Debbie King (dking@associationanalytics.com) • Bill Conforti (bconforti@associationanalytic.com) • Tori Miller Liu (tliu@associationanalytics.com)
- 87. What to Measure?
- 89. Why Listening is not enough •Free Form Content Context is Key Aggregate Info Not Actionable