Social media analytics master class in 60 minutes singapore - 3-14-12-111

Social Media Analytics Singapore Master class in 60 minutes

Marshall Sponder

IntroductionMarshall Sponder – Founder WebMetricsGuru INC.

Marshall Sponder is an Author of the McGraw-Hill book, Social Media Analytics, he is independent Web analytics, data and SEO/SEM specialist working in the field of market research, social media, networking, and Outbound Communications. Marshall is currently working with Principal at WebMetricsGuru INC and Insights Digital, INC , both partnerships focus on the practice around Social Analytics. Marshall’s blog is http://www.webmetricsguru.com and book site is http://www.smabook.com

• 4 types of platforms• Several types of use cases• 3 use cases for selection tools to match your objectives• 4 levels of Social Analytics maturity (for ROI)• How to formulate a Social Analytics Plan• Formulating and Measuring Goals, Strategies and Tactics• Formulating a Dashboard• Using a new approach to Social Analytics

What you will learn in an hour

4 types of platforms

Full-service

Self-serve

Hybrid

Inte

rnal

Platform DefinitionsSelf serve – Brandwatch, Radian6, Alterian SM2, etc.

Full service – Brandtology, Synthesio, Converseon, Integrasco, etc.

Hybrid – Additional Reporting included with Self Serve.

Internal – Some companies build their own listening and analytics platforms for internal/private use.

Several types of use cases

Social Isn’t Just One Thing

And no platform does all of these “use cases” equally well

Care of Gary Angel – Semphonic.com

Uses of Social

Customer Support

Public Relations

Campaigns

Communities

Social CRM

Product & Customer Research

Advanced NLP

Analysis

Customer Data

Integration

Engagement &

Attrition

Listening & Web

Analytics

Listening & Influence

Categorization

Operational Metrics

Each Use Case may require a different Tool

Care of Gary Angel – Semphonic.com

Social Analytics Used For …

Brand Analysis &

Brand Sentiment

International monitoring

Sentiment Analysis

Influencer Identification

Market Research

+ -Industry and competitive

Research

3 use cases for selection tools to match your objectives

Consumer Research

Listening for Insights

Rich Categorization

NLP (machine learning)

Social Media Coverage*

PR Monitoring & Support

Listening and Engagement

Traditional Media

Coverage*

Influencer Identification

Topic Categorization

Social CampaignsAutomating of the

engagement

Workflow

Operational Metrics

Low-Latency

*Note: Social Media Coverage and Traditional Media Coverage are not the same thing, they may also require entirely different approaches and tools. Time spent for Social Media Coverage in Consumer Research may be considerably longer than what is required for Traditional Media Coverage in PR.

Use Cases are not be the same thing as “Goals” but are sometimes confused

Care of Gary Angel – Semphonic.com

4 levels of Social Analytics maturity (for ROI)

Mature Organizations Profit the most From Social Technologies

Source: Collective Intellect

Radian6

Netbase

Clarabridge /Facebook targeting

Enterprise social crm

How to formulate a Social Analytics Plan

THE PLAN = GOALS + STRATEGIS + TACTICS

Source - tactic-lust.com

Source: Tactic-Lust.com

Email List

Analytics Tracking - Is most of the data Ultraviolet ?

Geo-location tracking (must tie customer to Location)

Difficult to track – could do with camera, tie it up to face recognition but face big brother fallout if you do

Unique ID code tracked when a subscriber retunes receipt (coupon)

Google Analytics can track this part if set up correctly

Google Analytics can accurately record this part via ecom tracking if set up correctly

We need to think deeply on this and decide which Metrics and KPI’s actually are the right ones to track

Examples of Typical Business Goals (Business Objectives)

Increase Market Share by X% (this/next Y/Q)Increase Business Income/Profit by X% (this/next Y/Q)Save X% of our (monthly/quarterly) spent (this/next Y/Q)

Improve Productivity by X% (this/next Y/Q)Improve Services provided by X% (this/next Y/Q)Increase Company Profit by X% (this/next Y/Q)Improve Team Productivity by X% (this/next Y/Q)

Improve/increase worker productivity by X% (this/next Y/Q)Open New Offices (#) (this/next Y/Q)Find/Create New Business Opportunities (#) (this/next Y/Q)Increase Sales Bookings by (#) (this/next Y/Q)What are the sales drivers & Incentives (this/next Y/Q)What are your sales drivers & Incentives? (this/next Y/Q)How and where to do we generate leads (#/%)? (this/next Y/Q)

Business Goal Target

Marketing and Measurement Strategies should be very tightly aligned

(Hint: a Framework is needed)

Strategy and Data Need to Align closely– When the foundation of a house is not set just right – the walls crack.

Having the right Framework helps.

MarketingStrategy & Tactics

MeasurementStrategy & Tactics

Example Biz/Measurement Plan – WebMetricsGuru INC

• My GOAL: Increase Business Income by over 1600% from 2011 income

among • Corporate Business Execs I speak with

• Conferences and Book Signings

at • 2012during through • My Customized writings, virtual, and in person presentations.

Through these, I guide my audiences and customers to

• Better understand and Invest in the best technologies, process and people by retaining me

to help them

• Design and implement successful online social customer intelligence listening projects

• Here, in Singapore and other parts of the world

Where my success will be judged by

• The number of new customer signups retaining me

, • A sharp rise in my bank

account balance this quarter

and • A sharp rise in online

buzz about me and my work.

Sample Dashboard for WMGDate Latest Clients

Jan abc

Jan efg

Jan hij

Feb klm

Feb nop

Mar qrs

Mar uvw

Date Bank Deposit

Jan $$$

Jan $$$

Jan $,$$$

Feb $,$$$

Feb $,$$$

Mar $$,$$$

Mar $,$$$ Jan Feb Mar Apr0

100200300400500600700800900

$$$$ in Bank Deposits

1/1/2011

1/16/2011

1/31/2011

2/15/2011

3/2/2011

3/17/2011

4/1/2011

4/16/2011

5/1/2011

5/16/2011

5/31/2011

6/15/2011

6/30/2011

7/15/2011

7/30/2011

8/14/2011

8/29/2011

9/13/2011

9/28/2011

10/13/2011

10/28/2011

11/12/2011

11/27/2011

12/12/2011

12/27/2011

1/11/2012

020406080

100120140160

Online Buzz/Mentions Bank/Buzz %

1st Qtr2nd Qtr3rd Qtr4th Qtr

What we need is a New Approach

Source: Tuvie.com

Aeros ML866. With its 64 meter long and 36 meter wide, this aircraft has top speed of 138 mph with range more than 3000 miles, it boasts some unique properties for a craft of its size including the ability to hover, take-off and land vertically, complete autonomy from airports, not to mention incredible aerial views

Using Real Time Data well, may require a Forensic approach not common for Social

http://www.amazon.com/Pulse-Science-Harnessing-Internet-Opportunities/dp/0470932368

New Set of Questions – New Paradigm for Social (real time) data

• What Measures do you want to track?

• What Decisions would you make differently if the one of the measures was surprisingly high or low?

• What is the threshold of the measure? In other words, at what point if the value was exceeded or dipped would an alternative action take place?

Source: Douglas Hubbard - The Pulse

Example of a Tactical Conversation

• Client: Want to measure positive to negative ratio around the a new Android phone we are launching from Twitter, blog comments and Facebook.

Analyst: Very Interesting – Why do you want this information?

• Client: I want to know if the messaging and the blogger program is working or not, and if I should step up my marketing or add more than the 25 bloggers to the contest of the 2000 that entered.

Analyst: Ok, that’s great, but do you know how much negative buzz you would need to see before you would add more bloggers to the program?

Example of a Tactical Conversation• Telstra Client: Depends on a few factors. If we don’t see at least 75

tweets a week from bloggers on their posts and at least 300 Retweets from their followers in aggregate, we might want to double the number of bloggers in the program. Also, we may want to look at the posts our existing bloggers are writing, as perhaps need to give them something more interesting to talk about related to HTC Desire.

Analyst: Great! Lets try to nail down those triggers so we can build that into our analytics for you. [Triggers and Thresholds were then defined]

Ideally, this kind of conversation would lead to some defined actions and triggers that could be set up as Alerts. Real Time Data presupposes real time responses.

Your Analytics Exercise• A Simulated Game/Test Case Containing

– Your Goal(s)– Your Audiences– Your Internal Audiences (Marketing/PR/Research/EIS)– Your Budget– Your Location– Your Program/Service/Offering– Your Vehicle– Your Call to Action – Your Metrics / KPI’s

Your Mission - come up with the solutions, workflow, people, timeline, and cost estimate

Exercise ExampleA Large Telecommunications Network in the Singapore

– Your Goal – Increase sales of handsets in 1Q 2012– Your Audiences – Gen X/Y females– Your Internal Audiences - (Corporate Marketing)– Your Budget - 600,000 Singapore Dollars– Your Location – Singapore, Malaysia– Your Program/Service/Offering – New Rate Plan for young females– Your Call to Action – Sign up now– Vehicle -Website Signup form, local signup in store, mobile signup in handset,

Facebook Ads, Search – Your Metrics / KPI’s – % Buzz, Net Promoter Score, SOV, SOC, plus more

Your Mission - Let’s discuss the Monitoring solutions, workflow, people, timeline, and cost estimate

Can also use a version of the UltraViolet Audit to understand what type of analytics coverage will be needed, or is missing

Questions ?

• Marshall Sponder• WebMetricsGuru INC.

• www.smabook.com• www.webmetricsguru.com

[email protected]@webmetricsguru@smanalyticsbook

Contact Mehttp://www.webmetricsguru.com