Social monitoring bootcamp Bogota, Colobmia

Monitoring Bootcamp Bogota

10/31/13 Marshall Sponder WebMetricsGuru Inc.

Monitoring

Boot camp

Bogota

10/31/13 Marshall Sponder WebMetricsGuru Inc.

WebMetricsGuru INC.

Some of the companies I have worked with

IT/Unix SEO /Web

Analytics

CORPORATE MKG /PR

ANAL

Social Media has several use cases

Care of Gary Angel – E&Y

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

Different tools are needed for different situations

Care of Gary Angel – E&Y

Matching platforms to meet the need

• NM Incite [Customer Integration]

• Radian6 [Listening and Influence]

• Brandwatch [Listening and Influence]

• Sysomos MAP/Heartbeat [Listening and Influence]

• Clarabridge [Advanced NLP]

• SAS [Advanced NLP]

• In-Community Tools [Engagement & Attention]

• Recorded Future [Advanced NLP]

• Momentfeed (Geo-location) [Customer Integration]

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 Campaigns

Automating of the engagement

Workflow

Operational Metrics

Low-Latency

Understanding the situation makes choices of

platform tools much easier

Care of Gary Angel – E&Y

Identify right use cases for your situation

Consumer Sentiment

• How do our customers perceive us?

• What are our brand strengths?

• What drives consumer choice?

PR Effectiveness

• What Key Influencers Think

• Have we shaped their Message

• Can we talk to them directly

Social Campaign Effectiveness

• Are our customers engaged

• Have we sold product

• Did we drive PII and Site Traffic

Full Service

Avoid Redundancy

Care of Gary Angel – Semphonic.com

Care of Gary Angel – E&Y

Identify Internal Stakeholders and Platforms

4 Types of Platforms

Platform Definitions

•Self serve – Brandwatch, Radian6, Sysomos,

etc.

• Full service – Synthesio

•Hybrid – Additional Reporting included with

Self Serve.

• Internal – Some companies build their own

listening and analytics platforms

for internal/private use.

Social Intelligence – Making sense

of Social Media Messages

Social Scoring – Analyze social profiles

and organize them in your own unique

way, hopefully to be actionable.

Social Marketing Management – Build your

Brand through customer interactions

Analytics – Campaign performance

and Industry benchmarking

Mix of

different

platform

types and

service

models in

the social

marketing

space

At least Four Levels of Social

Media Maturity

First Level: Monitoring

Radian6 / Sysomos good examples of “monitoring Function” in SMM.

Example of monitoring – River of News

Manual, labor intensive, subjective, not scalable, mostly a “news feed”.

Second Level:

Online Research

Example of Market Research

OS

Style

Use

Hardware

Connect

Media

Price

Integration

Form Factor

Speed

Screen Size

Apps

Screen Res.

Gameplay

Reliability

-1

-0.5

0

0.5

1

0 500 1,000 1,500 2,000

Care of Gary Angel – E&Y

Third Level: Social Targeting

Example of Social Targeting

Care of The New York Times

Fourth Level-Collaboration

Example of Collaboration / Social CRM

Mature Organizations get most from their Social Investments

Aside from

Social Platforms

to analyze Social

Media, media

channels are

monetized in

different ways.

Capturing

Social Data

is easier to

do for some

industry

verticals

than others

Platform Challenges

Inadequate

query length

size limits

Geo-location is

often not

specified or

too broad to be

helpful

Limited options to

sub segment data

Boolean Queries

impose limitations on

monitoring accuracy

Language Support

Issues

Interoperability issues

Immature Frameworks

Aggregators supplying

most social data

introduce data

quality/latency issues

Becoming

Strategic

Need a Plan

Example Plan

Typical Business Goals (Business Objectives)

1. Increase Market Share by X% (this/next Y/Q)

2. Increase Business Income/Profit by X% (this/next Y/Q)

3. Save X% of our (monthly/quarterly) spent (this/next Y/Q)

4. Improve Productivity by X% (this/next Y/Q)

5. Improve Services provided by X% (this/next Y/Q)

6. Increase Company Profit by X% (this/next Y/Q)

7. Improve Team Productivity by X% (this/next Y/Q)

8. Improve/increase worker productivity by X% (this/next Y/Q)

9. Open New Offices (#) (this/next Y/Q)

10.Find/Create New Business Opportunities (#) (this/next Y/Q)

11.Increase Sales Bookings by (#) (this/next Y/Q)

12.What are the sales drivers & Incentives (this/next Y/Q)

13.What are your sales drivers & Incentives? (this/next Y/Q)

14.How and where to do we generate leads (#/%)? (this/next Y/Q)

Business Goal Target

Set Realistic measures and thresholds (DSS)

• 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

Frameworks are need to create context in social data – often this has

to be assigned by humans though machine learning is improving

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

Business Metrics are much more useful than channel and program

metrics (micro conversions) but are harder to formulate and customize

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

Determining Platform Investment

Tim

e S

pe

nt –

Data

C

le

an

in

g

Previous Business Investment/ Size

Cu

sto

mizatio

n R

eq

uire

d

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Big Data is causing profound

changes

Structured Unstructured

Hybrid

UV Data

Web

Intelligence

Unified

Information

Social

Data

CRM

POS

email

Search

Offline

WOM

We need to learn ways to organize information

in a useful way

Survey

Media Channels often need their own Analytics to

best understand the impact of media efforts

Clouds are still maturing and may not suit all

businesses or use cases

Salesforce, Oracle, Adobe and Microsoft have

all wagered that marketing, sales and social

clouds could solve many of the tougher

marketing analytics issues organizations have

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Unstructured Data is Growing much faster

than structured data

Twitter explains how Chris Hadfield went viral

Facegroup »

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

Rutgers University & Unruly partnering to create a

course about the details around Creating Viral Media

(using Big Data)

Launching late 2013

Workshop Exercises

1. Analyzing CongresoSM using Social Media Analytics – pick 3 metrics to

track

Metric 1 Metric 2 Metric 3

Based on the Metrics you choose – what do you think your measurement goal is?

What platforms are best to use to track the conference based on the goal (s)

expressed?

Any special considerations that need to be taken into account with this situation?

How long would you track the conference (days/weeks months before/after)?

Workshop Exercises

2. What would be a business metric for Exposure? Engagement?

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

? ?

Workshop Exercises

3. How do you determine content has gone viral?

Viral Metric 1

Viral Metric 2

Viral Metric 3

Thank You!

¡Gracias!