Social media analytics is a tool for measuring, analyzing, and interpreting interactions on social media to understand customer sentiment. It allows marketers to identify trends and accommodate customers better. Key benefits include transforming sentiment, identifying sales opportunities, and preparing for brand issues. Social media analytics provides insights for improved marketing, sales, and customer satisfaction. However, challenges include the dominance of large players, handling mobile and unstructured data, and ensuring trustworthy conversation analysis.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
1. Pursuit is a marketing consultancy that uses consumer insights to improve client engagement.
2. Pursuit uses Alterian SM2 to monitor social media and analyze brand mentions, sentiment, share of voice, and discussion themes for clients.
3. By examining the emotional context and comparing brands, Pursuit delivers insights like which positioning and topics resonate most for clients.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
Telecom white paper_social_analytics_08_2011anu1685
This white paper discusses the growing popularity of social media analytics in the telecom industry. It introduces TCS's new social analytics tool called "Cube S", which provides insights into key performance indicators for telecom companies such as customer sentiment, brand reputation, and customer experience. The paper also outlines the benefits that social media analytics can provide to telecom companies, such as increased customer satisfaction and improved brand reputation.
The document provides an executive summary and agenda for a presentation on driving customer intelligence through social CRM. The executive summary outlines how Disney can enhance its existing CRM with social media data to improve business models like web property ad revenues and new revenue sharing partnerships. The agenda covers topics like the proposed social CRM platform, marketing analysis, business models, and Q&A.
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
1. Pursuit is a marketing consultancy that uses consumer insights to improve client engagement.
2. Pursuit uses Alterian SM2 to monitor social media and analyze brand mentions, sentiment, share of voice, and discussion themes for clients.
3. By examining the emotional context and comparing brands, Pursuit delivers insights like which positioning and topics resonate most for clients.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
Telecom white paper_social_analytics_08_2011anu1685
This white paper discusses the growing popularity of social media analytics in the telecom industry. It introduces TCS's new social analytics tool called "Cube S", which provides insights into key performance indicators for telecom companies such as customer sentiment, brand reputation, and customer experience. The paper also outlines the benefits that social media analytics can provide to telecom companies, such as increased customer satisfaction and improved brand reputation.
The document provides an executive summary and agenda for a presentation on driving customer intelligence through social CRM. The executive summary outlines how Disney can enhance its existing CRM with social media data to improve business models like web property ad revenues and new revenue sharing partnerships. The agenda covers topics like the proposed social CRM platform, marketing analysis, business models, and Q&A.
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
The document discusses measuring the return on investment (ROI) of social media marketing. It notes that most brand managers do not know how to effectively measure ROI in social media. It also discusses that current social media analytics focus on metrics like click-through rates and fan counts that do not correlate with brand objectives. The document advocates focusing on key performance indicators aligned with business objectives, such as engagement, sentiment, and advocacy. It describes Happiest Minds' social media analytics tool which measures these types of metrics to help brands increase customer loyalty and advocacy.
The Changing Marketing Software LandscapeClickSquared
Speakers: Suresh Vittal, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared
The Marketing Software Landscape is always evolving making marketing today impossible without significant investments in technology.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
This document summarizes the findings of a survey of 321 marketing executives about their priorities, budgets, and challenges. The key findings include:
1) Over half of respondents cited customer retention as their top priority, followed by customer acquisition and profitability. These will remain top priorities over the next year.
2) About four in ten executives are dedicating the largest portion of their budgets to customer retention and acquisition tactics like online and social media marketing.
3) Marketers face challenges in understanding the influence of their campaigns and obtaining an integrated view of customer behavior across multiple touchpoints.
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
The Changing Nature of Campaign ManagementClickSquared
Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Social listening-insights-emetrics-presentationPerformics
The document discusses social listening and how to put measurable social data to work. It provides examples of how social listening insights can be used, including identifying key issues for clients in different industries and uncovering unexpected opportunities. The document advocates for integrating social data with other data sources and marketing channels to build a holistic understanding of participants. It presents a framework for analyzing social data to develop audience profiles and create action plans.
Gage is a marketing agency that specializes in social media solutions. It was formed in 1992 and has offices in Minneapolis, Los Angeles, and Redmond. Gage blends technology and marketing to drive behavior change for major brands. It provides strategy, consulting, software integration, promotions, and other services to help clients maximize the impact of social media. Gage takes a data-driven approach to social media, using tools like social CRM to engage audiences and measure results. Case studies demonstrate how Gage has helped companies like 3M, Microsoft, and Medtronic achieve their social media goals.
This document outlines the five steps of an integrated social media campaign: 1) Listen, 2) Plan, 3) Engage, 4) Measure, and 5) Evaluate & Revise. It discusses the importance of listening first through a brand audit to understand the target market. Then a strategy and metrics are established. Engagement involves interacting online and growing the campaign. Measurement provides reports to assess progress. Evaluation determines what worked and identifies opportunities to improve future campaigns. An integrated approach combining online and offline efforts is recommended for maximum effectiveness.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
This document discusses how companies can leverage big data and social media analytics to drive business strategy and increase sales effectiveness. It defines big data for marketers and examines social media's role in integrated marketing. The key takeaways are how to use social analytics to optimize activities, focus on meaningful metrics like sentiment tracking, and examples of how companies have increased conversions. Strategies presented include developing segmentation using data mining to create nurturing programs that drive conversions. Case studies show applications in fashion, manufacturing and healthcare. The document encourages turning digital output into targeted messaging to improve ROI and eliminate silos between tactics.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
The document discusses measuring the return on investment (ROI) of social media marketing. It notes that most brand managers do not know how to effectively measure ROI in social media. It also discusses that current social media analytics focus on metrics like click-through rates and fan counts that do not correlate with brand objectives. The document advocates focusing on key performance indicators aligned with business objectives, such as engagement, sentiment, and advocacy. It describes Happiest Minds' social media analytics tool which measures these types of metrics to help brands increase customer loyalty and advocacy.
The Changing Marketing Software LandscapeClickSquared
Speakers: Suresh Vittal, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared
The Marketing Software Landscape is always evolving making marketing today impossible without significant investments in technology.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
This document summarizes the findings of a survey of 321 marketing executives about their priorities, budgets, and challenges. The key findings include:
1) Over half of respondents cited customer retention as their top priority, followed by customer acquisition and profitability. These will remain top priorities over the next year.
2) About four in ten executives are dedicating the largest portion of their budgets to customer retention and acquisition tactics like online and social media marketing.
3) Marketers face challenges in understanding the influence of their campaigns and obtaining an integrated view of customer behavior across multiple touchpoints.
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
The Changing Nature of Campaign ManagementClickSquared
Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Social listening-insights-emetrics-presentationPerformics
The document discusses social listening and how to put measurable social data to work. It provides examples of how social listening insights can be used, including identifying key issues for clients in different industries and uncovering unexpected opportunities. The document advocates for integrating social data with other data sources and marketing channels to build a holistic understanding of participants. It presents a framework for analyzing social data to develop audience profiles and create action plans.
Gage is a marketing agency that specializes in social media solutions. It was formed in 1992 and has offices in Minneapolis, Los Angeles, and Redmond. Gage blends technology and marketing to drive behavior change for major brands. It provides strategy, consulting, software integration, promotions, and other services to help clients maximize the impact of social media. Gage takes a data-driven approach to social media, using tools like social CRM to engage audiences and measure results. Case studies demonstrate how Gage has helped companies like 3M, Microsoft, and Medtronic achieve their social media goals.
This document outlines the five steps of an integrated social media campaign: 1) Listen, 2) Plan, 3) Engage, 4) Measure, and 5) Evaluate & Revise. It discusses the importance of listening first through a brand audit to understand the target market. Then a strategy and metrics are established. Engagement involves interacting online and growing the campaign. Measurement provides reports to assess progress. Evaluation determines what worked and identifies opportunities to improve future campaigns. An integrated approach combining online and offline efforts is recommended for maximum effectiveness.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
This document discusses how companies can leverage big data and social media analytics to drive business strategy and increase sales effectiveness. It defines big data for marketers and examines social media's role in integrated marketing. The key takeaways are how to use social analytics to optimize activities, focus on meaningful metrics like sentiment tracking, and examples of how companies have increased conversions. Strategies presented include developing segmentation using data mining to create nurturing programs that drive conversions. Case studies show applications in fashion, manufacturing and healthcare. The document encourages turning digital output into targeted messaging to improve ROI and eliminate silos between tactics.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to segments. Real-time relevance requires continuous optimization based on data to improve the customer experience.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
How Philips develops an online shopping strategy using social analyticsFloris Regouin
Philips developed an online shopping strategy using SAS Social Media Analytics to analyze over 12,000 social media documents and comments from over 1,300 websites and 6,000 call logs. The analysis found that reliability is very important for online retailers, especially for avoiding wrong product information. It also found that ease of use and service are more impacted by consumer sentiments. Philips can use these insights to enhance the online shopping experience and engage in dialogue with consumers through social media.
Why Monitoring Your Online Brand is Essential for Business - Dean WesterveltOnline Marketing Summit
Why Monitoring Your Online Brand is Essential for Business
Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results.
Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group
This document provides strategies for using social networks to generate business leads. It discusses evaluating a company's existing lead generation process and how social networks can fit into the buying process. Tactical social media approaches are emphasized, including using appropriate content, relevant measurement, and tools that shorten the lead time per sale. Both B2C and B2B examples are provided. Specific social media platforms like Facebook, Twitter, YouTube and LinkedIn are discussed as engagement platforms for lead generation.
North Ayrshire Social Media Training Session 1 Introduction and OverviewHamill Associates Ltd
This document provides an overview of a social media training session. It discusses what social media is, its business impacts and benefits. It covers key aspects like developing social media channels, customer mapping, and monitoring tools. The training involves exercises on objectives, KPIs, customer segmentation, and identifying conversations on platforms like Facebook, Twitter and using tools like Social Mention. It emphasizes the importance of being customer-led, engagement, and having the right mindset for social media.
This document discusses social media marketing techniques and strategies. It outlines the top digital marketing tactics, with four of the top seven belonging to social media. It explains why social media marketing is different than traditional media marketing, noting it allows for minimal budgets, personalized engagement, and two-way communication. The document promotes the services of Crimson Media, a social media marketing firm, highlighting their capabilities and strategies for creating a social media action plan.
Similar to Social media measurement tools group 1 (20)
2. What is SMA?
SMA = Measuring + Analyzing + Interpreting interactions and associations between
people, topics and ideas.
Social media analytics is a powerful tool for uncovering customer sentiment dispersed
across countless online sources. The analytics allow marketers to identify sentiment and
identify trends in order to accommodate the customer better.
2
3. Why is it essential today to know what consumers
are saying about your brand on social media?
• The digital revolution and the advent of social
networks are providing unprecedented opportunities
to customers to voice their opinions and research
about the product/brand they use
• This informal information about the customer will
help in channelizing marketing efforts more
effectively and efficiently
• Social Intelligence gives us the ability to:-
transform positive customer experiences into
targeted marketing opportunities for your
brand
transform negative sentiments into positive
customer experiences
Identify sales leads opportunities and increase
your conversion rates
Know what customers think about your
competitors to strategize ahead of the game
Receive early signals of brand disasters on social 3
media and be prepared to defuse PR firestorms
4. Who Benefits?
Social Media Analytics
Easy Escalation & Social
Resolution Lead
campaigns
More Engagement Generation
Measure Conversion
whit Customers
rates, Campaign
Reduced Customer Effectiveness Customer Acquisition
handling time Sentiment & Retention
Analysis
Improved Customer Satisfaction Improved Marketing Efforts Improved Sales Efforts
Better ROI
4
5. Type of DATA
Structured as well as unstructured
Structured data is one that can be stored in relational databases, can be easily
queried and interpreted.
Unstructured data is Data that do not reside in fixed format fields.
refers to information that either does not have a pre-defined data model or does
not fit well into relational tables.
Examples include free-form text , untagged audio, image and video data, blog
posts, conversations threads, emails, telephonic conversations etc
Big Data poses certain challenges that include capture, curation, search and
visualization
5
6. Using Social Media Analytics –
Business Drivers
• Organizations will have their own specific motivations for adopting social media and
therefore will have different set of analytics framework. Some of the key drivers for
adopting social media include:
Market Research and new product development.
Top pressures driving social media monitoring.
Need of better consumer insight.
Need to gain competitive intelligence.
Need to improve customer satisfaction.
Need to increase Return on Marketing Investment(ROMI)
Top strategic actions to maximize social media spend
Improve ability to respond to customer wants and needs
Build social media measurement into marketing campaigns and brand promotions
Maximize marketing campaign and effectiveness
Align social media monitoring capabilities to overall business objectives
6
7. Social Media Measurement
Key Performance
Indicators
Management
Business
Objectives
Strategy
Social
Marketing
Goals
7
8. Key Performance Indicators
Metric Description
Share of Voice Number of conversations about a company versus
its competitors/market
Engagement Rate Number of interactions divided by the total number of fans multiplied by
100
Customer Touch Rate Number of acknowledgements/replies provided by the brand in
comparison with the total number of issues raised
Influencers Number of individuals or web entities that have a strong
following/readership within the social media channels
Advocates Number of individuals who are recommending
the brand/products/services on the social channels
Net Sentiment Consumer brand perception analysis and voice of the customer opinion
mining
8
9. Key Performance Indicators
Metric Description
Viral factor The amount and speed at which a discussion spreads, measured
by the number of different entries around the same topic within
a certain time period.
Topic Frequency The most common themes for consumer discussion around a
brand. Marketers use topic frequency data to collect insight into
how consumers view their brands and how they discuss
them online.
Message Reach The number of eventual impressions of an online discussion.
Measured by the number of different sources covering a topic
and each source’s potential page views
Demographic The collection of metrics making up the background details of
Metrics online consumers. Listening platforms can collect data on
consumer location, gender, and age. Marketers use demographic
data to determine whether their campaigns reach targeted
consumers.
9
10. Mapping of the business objectives
and KPIs
Business Objective Key Performance Indicator
Foster Dialogue Share of Voice
Audience Engagement
Conversation Reach
Promote Advocacy Active Advocates
Advocate Influence
Advocacy impact
Facilitate Support Resolution Rate
Resolution Time
Satisfaction Score
Spur Innovation Topic Trends
Sentiment Ratio
Idea Impact
10
11. Competitive landscape
Social Ranking and Relevance
Measuring, analyzing and quantifying an individual's influence across his or
her social graph
Simple to complex products, offering raw and recent data to processed and
historic data analysis
Monitoring and Analytics
Visual reports and dashboards
Large array of Data feeds gives reliable analysis
Sector Specific focus like PR specific analysis
Social Network Analysis
Determine influencer and sentiment ratings
Mine data on conversations across geographies and media types
11
12. Challenges
• Dominance by Globally large players
Google analytics have the edge of already being widely present in the web
analytics. Improved applications specific for SMA can still use the data of users
with Google accounts spread all over the world. This makes access to
demographic specific information easy.
Some of the tools/applications used by Google for SMA
Sprout Social – compares Website traffic Vs Social media Activity
Argyle Social – Multi channel social publishing, customer engagement
Campalyst – ROI is for social media spend
Facebook offers basic insights and feeds about your marketing campaign . It also
gives a consolidated marketing platform that helps you develop and promote
adds and then monitor details like total reach, engaged users and virality. A lot of
small agencies use such applications to actively manage social media activities. In
such scenario it becomes difficult to engage small and medium business owners to
move out of this zone.
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14. Challenges
• Consolidation of analytics vendors will continue
Companies with a core competency in this field are acquired by more established
software and consulting firms
Many Web analytics, CRM and social media management firms are investing in social
analytics in order to dissuade established customers from seeking potentially disruptive
external partnerships.
• Mobile Data
Social Media and other services present in form of mobile apps are already tracked. But
access to additional in-app behavior is needed for better insights.
• Visualization techniques and the UI will differentiate tools
Systems that have consistent workflows that match the task at hand, that provide
familiar, easy-to-use features, and that have sophisticated data visualization strategies
will allow users to perform analysis and derive results more quickly.
• Linguistic and other challenges will demand architectural flexibility
• Making conversation analysis trustworthy
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15. Tools
Sysomos
• Create a real-time picture on how products, people, and brands are covered in
those media sites
• Designed to analyze conversations, themes and identify key influencers
Media Analysis Platform (MAP), mines and analyzes content from social media or
user-generated content. MAP is specifically used for text summarization and
visualization features along with granular segmentation capabilities by geography
and demographics
Heartbeat is a cost-effective, real-time monitoring and measurement tool.
Heartbeat provides constantly updated snapshots of social media conversations
delivered using a variety of user-friendly and intuitive graphics. Heartbeat
organizes conversations, manages workflow, facilitates collaboration, and provides
ways to engage with key influencers.
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16. Tools
Alterian - SM2
Data is mined through a search and filtering system
Data drill-down capability that helps find the root of customer issues or identify
trends
Main advantage is that it gives depth of functionality
It has large assortment of charting and data visualization tools, from which they can
recognize important topics .
Radian6
Acquired by salesforce.com in April 2011
It offers more self-service functions and tracks a very wide range of online social
conversations
Enables its customers to track blogs, forums, online and real-time news, social
networks, media-sharing sites, and many other forms of online conversation and
consumer sharing service
Sentiment is measured, and through features such as conversation management,
dashboards and engagement mechanisms, users can listen to, measure and
respond to their customers across the Web..
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17. Tools
Attensity
Their NLP capability is the key advantage along with the ability to manage
voluminous amounts of data mined from customer-defined feeds.
CNW Group (MediaVantage)
Specializes in the field of PR
Brand Perception
Collective Intellect
CI:Insight is an enterprise-class social media analytics platform
CI:View is a fully configurable, always-on, key performance indicator executive
dashboard that enables the presentation and correlation of social and private data
CI:Listen, a powerful monitoring system, tracks topics and activities
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18. Future Demands & Opportunities
• Connect Social Media to Business Results, such as rev-enue, for reports
that will show exactly how much rev-enue each post drove. And that helps you
mea-sure a tan-gi-ble return on your social investments.
• Integrating sophisticated mobile apps’ data
Developing capabilities in the mobile sphere to capture data such as
navigation through applications. As more and more retail giants bring in
mobile apps, for example ZARA, more opportunities await on that front
• Competitive Analysis
Quickly compare reach, share of voice and brand impact against competitors,
as well as different topics and brands.
• Easy to navigate and self explanatory dashboards with more appealing UI
and better customization
• More accurate and robust analysis. Basic algorithms take into account only
crude cues. Some such tools are available on the net for minimal/ free
amounts. Complex algorithms that can command business for paid services
• Real time reporting and more dimensions given for better segmentation
• Develop competencies for cross lingual analysis
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