Enterprise social data success factors, presented by Marshall Sponder

SOCIALMEDIAORGSUMMIT2013ORLANDO

Enterprise social data success factors

MARSHALL SPONDERWEBMETRICSGURU

DECEMBER 9ndash11 2013

Enterprise Social Data Success Factors 12913 Orlando Brands Only Summit

Marshall Sponder WebMetricsGuru INC

What we will cover1 Learn a simple approach to extend the utility of

third party market research regarding your company industry and competition using LinkedIn Facebook and Twitter

2 Understand the Social Data Readiness of your organization using the same approach

3 Develop simple Rubrics that can work in any organization

Goal Demonstrate a

simple method you can use to better

utilize Social Data and 3rd party

research data in your organization

Setting Expectations

About

Data

Social Data is easier to work with and potentially more valuable to develop in some industries than

others according to McKinsey

Effectiveness of social data correlated to the number of analysts who are working with social data integration

Source LinkedIn ndash number of analysts working with social data from companies represented at this conference

Social Data has several uses

httpsemphonicblogscomsemangel201110social-media-measurement-and-analyticshtml

Social Data is barely recognized in the business processes of companies represented at this conference

httpsemphonicblogscomsemangel201110social-media-measurement-and-analyticshtml

14436Total

9 with Social in title

442 CRM Total

27 Social in title 2

0 Social in Title 0

3 with Social in Title 1

Source LinkedIn

344 Total

144Total

1522Total

0 with Social in Title

4523 Total

4 have social in Title

Social Data is often not formalized standardized or centralized

httpsemphonicblogscomsemangel201110social-media-measurement-and-analyticshtml

14436Total

9 with Social in title

442 CRM Total

27 Social in title 2

0 Social in Title 0

3 with Social in Title 1

Source LinkedIn

344 Total

144Total

1522Total

106 PRwith some

connection to Social Media

31

17with some

connection to Social Media

12

213with some

connection to Social Media

14

25with some

connection to Social Media

6

0 with Social in Title

4523 Total

136with some

connection to Social Media

3

4 have social in Title

37with some

connection to Social Media

3

Rubricsare

Needed to

Evaluate Social Data Work

httpwwwtoucanedcomARTproductRubricCardsjpg

Rubric Is 1 your companys headcount made up of analysts working with Social Data

Hint Use LinkedIn searches on company name where analytics or analysthttpwwwclickzcomclickzcolumn2290887the-1-percent-rubric-5-questions-leading-to-convergence

662169or 9997

2088or 3

Not enough Analysts - 03 of the employees of work with social data attending this event

Employees of companies at this conference onLinkedin

Analysts in those companies involved withsocial data integration

Social Data Analysts may often lack visibility to the Exec Suite

Hint You can mine FollowerwonkTwitter Facebook Graph Search and LinkedIn to find out how many are visible in Social Media and what they are saying

httpwwwclickzcomclickzcolumn2290887the-1-percent-rubric-5-questions-leading-to-convergence

Analysts working with Social Data are focused on growing the business

LinkedIn Search Query generating the statistics appearing on the last few slides

httpwwwlinkedincomvsearchpkeywords=22social20media2220OR2022social20data22amptitle=Analytics20OR20AnalystampopenAdvancedForm=trueamptitleScope=CamplocationType=IampcountryCode=usampf_CC=172013071550238125321103197221882120733641035221318641431170347252467439915342127360035894969112823802775403716691841450111164128346012311573299286282245993240386336963316300916322534112551567033884207257654813043851397160216388615974255165109476815735346471879267749994345472976165471306534333549163347163787210916575578879112340919294675763915264427149729871632347262166905165022589216417821934960915215080314416588815648459371978791165222281890621011152912619540025527301321210499212518163025238581885227303203831885862572409923288810027451503601948895165493350986108924113332362268220amprsid=3126411384560508886amporig=MDYS

Use this approach to look at any companyrsquos culture

Hint Use Facebook Graph Search and Facebook Advertising - this is outside of the 1 percent head count search on LinkedIn

httpwwwclickzcomclickzcolumn2290887the-1-percent-rubric-5-questions-leading-to-convergence

httpswwwfacebookcomsearch108146069213926job-liker-unionemployeespresent218566214841042employeespresentintersect

4K 4 Execs

Herersquos a example using LinkedIn Premium - 18 CXOVPrsquos at 3M have a connection with Social Data

httpwwwlinkedincomvsearchptype=peopleampkeywords=22social20media2220OR2022social20data22amporig=FCTDamprsid=3126411384646507771amppageKey=voltron_people_search_internal_jspampopenFacets=NGCCSEampf_CC=1864ampf_SE=34

Executives can use LinkedIn and Facebook Data to get a quick snap shot at the Convergence Readiness of your

organization

httpwwwclickzcomclickzcolumn2290887the-1-percent-rubric-5-questions-leading-to-convergence

Methodology can be used to extend 3rd party research such as Altimter

httpwwwslidesharenetAltimeterslides-social-data-intelligence-webinar-by-susan-etlinger

LinkedIn can provide organizations attending this conference with additional data to better leverage 3rd party market

research

Source LinkedIn Searches - 5042 accounts total

Sensor data wearable computers and augmented reality are where the next business boom lies but there are few resources yet devoted to this area

Social Data across functions of organizations at this conference

Note LinkedIns Taxonomy doesnt match the categories Altimeter used when devising their survey and the results are not an exact match

Takeaways and Learnings

1 Use LinkedIn to extend out Third Party Survey Data (Qualitative Data)

2 Organizations can better understand their

Social Data readiness using LinkedIn Facebook and Twitter

3 Social Data needs to be formalized so it can be used at an Enterprise Level

Source httpdionhinchcliffecom20120501social-business-in-australia-in-2012

Sneak Peek

Facegroup raquo

Twitter Video

Virality - Chris

Hadfield

Understanding how social media spreads has become a

major interest as well as the subject of a new course

Rutgers

Two reasons why people share and spread the word - psychological and Social motivations

Encode Emotions

Launching Soon

QuestionsMarshall SponderWebMetricsGuru IncWebMetricsGurucom

nowseogmailcomwebmetricsguru

Thank You

SOCIALMEDIAORGSUMMIT2013ORLANDO

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DECEMBER 9ndash11 2013

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