London coi september 26th, 2011 - marshall sponder

Challenges and Solutions

Marshall Sponder WebMetricsGuru.com

Smabook.com@webmetricsguru@smanalyticsbook

INSIGHTS INTO SOCIAL MEDIA ANALYTICS

9/26/11 COI, London, UK

Determining your Social Analytics needs

Challenges to Getting Social Media Analytics Right!

CH 7 #smabook

indentify the right firms and platforms

(see chapter 3,7, 8, 10 of #smabook)

Identify 4 types of platforms

Full Service

Self Serve

Hybrid

Inte

rnal

Identify your, or your clients Level of SMM Maturity

First Level: Monitoring

Second Level: Online Research

Third Level: Social Targeting & Data Management

Fourth Level: Social Business Collaboration

Choosing the Best Platform in today’s SMM Market

Analyst being paired with internal marketing PRproduces best results

What works Best?

Employ people who know Social Analytics well

+ technical requirements

Plus

Is all this work really worth

it?

Setting realistic time frames and costs for Social Analytics

What can we do with these platforms?

Brand Analysis &

Brand Sentiment

International monitoring

Sentiment Analysis

Influencer

Identification

Market Research

+ -

Platform Limitations

Query Length size

Poor

Geo-location

capabilities

Little ability to segment and sub-segment data

(covered in CH 7 and CH 8)

Little

Support

Language

Little Data Consistency or interoperability

Data is often bought from aggregators

For issues and limitations (read CH 10)

Platforms are often unable to provide meaningful reports without a lot of extra manual work

Future Plays?

Read CH 12

Asking the Right Questions (CH 7)

Some platforms may be good for one purpose but not another, and too often not enough thought is given to the area of procurement of the right tools, technologies, procedures, and governance to enable successful reporting.

Asking the Right Questions (CH 7)How many people will use the platform?

Will everyone have the time to maintain/update the platform?

Are the workstations and networks of your organization able to run the platform well enough to make the solution worthwhile?

Asking the Right Questions (CH 7)Do you need a special type of setup to make the information valuable to your organization?

Usually need to set up Analytics Tools to match the way the data will be used -often fundamentally different than what most managers are prepared for, tends to end up being work intensive.

Asking the Right Questions (CH 7)Are your support needs time critical? This may limit the locations (time zone wise) to UK or Central Europe)

Using Real Time Data & Setting up Real Time Alerts

Real Time News Feed at the COI

Many check in’s and tweets can be captured, Alerts set up

In 6 hours I categorized about 20% of all UK Geo check ins from 4SQ

…fairly accurately!!

EXAMPLE:

EXAMPLE:

EXAMPLE:

EXAMPLE:

EXAMPLE:

What works with All of this?• Need to define closely the structures you want to have

in your reporting and analytics

• Need to define the metrics you want to work with and report on.

• Need to define the triggers (thresholds) that will allow you to decide when an event needs attention.

• Need to define the reporting cadence where alerts will go, and what the actions should be.

QUESTIONS?

Marshall SponderWebMetricsGuru INC.

www.smabook.comwww.webmetricsguru.com

[email protected]@webmetricsguru@smanalyticsbook

http://www.smabook.com

WebMetricsGuru INC.