Measurement: Best Practices on Turning Insight into Action #SMTLive
5.20.14
Aug 11, 2014
Data from social media is useless unless it helps you make positive improvements and decisions that have a measurable impact. Unfortunately, dealing with data is like trying to untangle a knotted mass of chain. Those who are attempting to unravel the chain of data often get caught up in it, preventing clear data and insights from being turned into meaningful action. That’s why it’s crucial to have a good plan and efficient system to help you.
Before you can begin to untangle data from social media monitoring, you have to know what you want to achieve. Do you want to learn why customers switch to the competitor or predict what they will purchase next? Only then can you focus monitoring in the areas that will help you get the answers to these questions. Once properly placed data monitoring uncovers the insights, you’ll be able to take action. Data may show that customers who bought a certain product are in the market for the add-on to the item. So why not put the items on the shelf next to each other or offer a coupon for the add-on item with the purchase of the first product?
Unraveling data and insights from social media monitoring takes patience and persistence in order to gain valuable insights. Join our panel of experts as we discuss:
-Defining social media monitoring goals and prospects.
-Charting an analytics process that will deliver actionable insights.
-Choosing the best tools for listening, and tracking engagement and activity.
-Deciding where data and insights are routed and who will take action on them.
-Measuring the success of marketing campaigns driven by a
Before you can begin to untangle data from social media monitoring, you have to know what you want to achieve. Do you want to learn why customers switch to the competitor or predict what they will purchase next? Only then can you focus monitoring in the areas that will help you get the answers to these questions. Once properly placed data monitoring uncovers the insights, you’ll be able to take action. Data may show that customers who bought a certain product are in the market for the add-on to the item. So why not put the items on the shelf next to each other or offer a coupon for the add-on item with the purchase of the first product?
Unraveling data and insights from social media monitoring takes patience and persistence in order to gain valuable insights. Join our panel of experts as we discuss:
-Defining social media monitoring goals and prospects.
-Charting an analytics process that will deliver actionable insights.
-Choosing the best tools for listening, and tracking engagement and activity.
-Deciding where data and insights are routed and who will take action on them.
-Measuring the success of marketing campaigns driven by a
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Measurement: Best Practices on Turning Insight into Action
#SMTLive
Thanks to Our Sponsor
@Brandwatch
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTLive
#SMTLive
Our SpeakersWill McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events, most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency, which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes
Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis. Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging technology. @travisbernard
Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and emceeing charity fundraisers. Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Driving insights into the social business ecosystem
LISTENING
ANALYTICS
Blogs
News sites
Forums
Etc.
Marketing
Sales
Customer Service
ENGAGECOLLABORATECOMMUNICATE
ENGAGECOLLABORATECOMMUNICATE
R&D
Social Hub
INSIGHTS THAT
INFORM ACTION
Defining objectives: What are you trying to achieve?
Social analysis can provide brand value throughout multiple points in the customer lifecycle
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
Grow, nurture, and protect brand reputation
MITIGATE RISKSREDUCE COSTS
Gain insight into brand perception, purchase intent & what makes buyers tick
INCREASE DEMAND & COMPETITIVE EDGE
Expand target market reach & influence
DRIVE REVENUEREDUCE TIME TO SALE
Turn buyers into fiercely local customers
REDUCE CHURNINCREASE SATISFACTION
How to turn data into insight and action
Create Content
Publish and Amplify Content
Gather Data
Produce and Analyze Reports
Identify Wins and
Shortcomings
Brainstorm New Tactics
to Test
Optimize Content and
Refine Strategy
@travisbernard#SMTLive
Will increasing Facebook posting have a positive impact on traffic?
• Posting was infrequent on the weekends
• Total fans online on the weekends is high
• Can the audience handle more posts, especially on the weekends?
Data from August and September 2013
@travisbernard
Monday Tuesday Wednesday Thursday Friday Saturday Sunday0
10
20
30
40
50
60
70
Which Days Were We Posting the Most?
Monday Tuesday Wednesday Thursday Friday Saturday Sunday0
5000000
10000000
15000000
20000000
How Many of Our Facebook Fans Are Online?
#SMTLive
Will using more link posts have an impact on traffic?
• Most of our posts were photos with shortened links• Our link posts sent more traffic to our site, but photos were more engaging• What would happen if we used more links over photos with shortened links?Data from August and September 2013
@travisbernard#SMTLive
7%1%
91%
Posts by Type
Links Text/Status Photos
Average Link Clicks0
50
100
150
200
250
300
250
41
133
Which Post Type Drives More Traffic?
Links Text/Status Photos
What did we change?
• More total posts, especially on weekends (starting in October)• Shift towards more link posts
@travisbernard#SMTLive
July '13
August '
13
Septem
ber '13
October
'13
November
'13
December
'13
January
'14
February
'14
March '1
4
April '14
050
100150200250300350400450500
How Many Facebook Posts Did We Make Each Month?
23%
7%
70%
Posts by Type in April 2014
Links Text/Status Photos
What happened?
@travisbernard#SMTLive
April '13
May '1
3
June '13
July '13
August '
13
Septem
ber '13
October
'13
November
'13
December
'13
January
'14
February
'14
March '1
4
April '14
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
How Much Traffic is Facebook Driving?
Referrals from Facebook
What are we trying to achieve?
• Advocacy
• Awareness
• Affinity
• Action
• Shares/RTs
• Reach
• Engagement• Likes/Favorites
• Frequency
• Click-through
• Follows/Subscribes
Set KPIs that drive you toward your goals.
• Stretch• Condense
• Pivot• Break
• Compare• Contrast
1 2 3 4 5 6 7 8 9 100
10
20
30
40
Clicks By Day
What’s hidden in the numbers?
• Time• Filter • By Hour
• Change Axis• Impressions• Demo
• Post Type• Benchmarks• Other Data
1 2 3 4 5 6 7 802468
101214
Clicks By Hour
1 2 3 4 5 6 7 8 9 1005
1015202530
MenWomen
Clicks By Day
Jan Feb Mar Apr0
100200300400500600700
2013 Women2013 Total2014 Women2014 Total
Clicks By Month
What do we do with insights?
Verify• Consider
external factors• Beware False
Positives
Report• Report key
findings first. • Tell the story in
a way that’s easy to understand.
Action• Hypothesize• Test• Record and share
success
What? …So What? …Now What?
#SMTLive
Our SpeakersWill McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events, most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency, which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes
Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis. Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging technology. @travisbernard
Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and emceeing charity fundraisers. Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Thanks to Our Sponsor
@Brandwatch
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