Chris Bray | Corporate Trainer EMEA - Adobe Ben Beard ... · © 2013 Adobe Systems Incorporated....

#AdobeSummit

Measuring the immeasurable: Tactics to quantify the impact of social

Chris Bray | Corporate Trainer EMEA - Adobe

Ben Beard | Solutions Strategist - Adobe

#AdobeSummit @azhreicb | @ben_beard

Chris Bray Corporate Trainer EMEA @Adobe

@azhreicb

Ben Beard Solutions Strategist @Adobe

@ben_beard

Every social interaction is part of the social

value equation. Measure them!

Agenda

1 Social data architecture 2

3 Understanding value of social plugins 4 Owned social media measurement 5

Vast quantity of social data Dive deeper to expose true value of social programs

Relationship between interactions & KPIs

Direct Indirect

Social posts / promoted posts

Open social networks

(tumblr)

Social apps

Social influencers

Social sharing

Social platform engagement &

Competitive analysis

Social buzz: Themes

Social buzz: Sentiment

Social buzz: Platforms

Inject social into current analytics processes

Instead of starting from scratch with a new data source, add social media to your regular collection, analysis, and reporting.

Ten Steps To Successful Social Intelligence Measurement - Nov 2012

Data architecture where should we put social data?

Social

Global Global social

Bruno Mars Josh Groban The Black Keys

Corresponding social profiles .COM properties

Social data types

Retweet

There are 3 different types of data that help

quantify the value of social

Direct Indirect

Open social networks (tumblr)

Social apps

Social influencers

Social sharing

Social buzz: Themes

Cross data type variables (eVars)

Referrals / by platform

Real-time measurement

Mentions / sentiment

Conversation monitoring

Likes / engagement

Social report APIs

Social platforms

Social authors

Social demographics Referrals driven by author

Mentions / sentiment

Socially connected users

Conversations by geo-locations

Demographics of follower and fans

Social platforms

Social authors

Social demographics

Direct Indirect

Social apps

Social influencers

Social sharing

Social buzz: Themes

Bobin_James

http://t.co/J6nVmleL

Identifying REAL social influencers

Unique to Bobin allows us to query Twitter API

Bobin_James

shortener

Twitter influencers

Query the Twitter Search API and search

Setup callback function to handle the JSON Object

Parse the JSON obj find the author, and pass it into a SiteCatalyst Variable

YouTube influencers

?v=ZhGbDNrnRql

www.youtube.com/watch?v=ZhGbDNinRql

YouTube influencers

Get the referrer

Split out the video ID from the URL

Make AJAX call to Youtube API

Parse XML for author name

Set eVar with author name

Tumblr influencers

lovendbeloved.tumblr.com

Tumblr influencers

Get the referrer

Check if the referrer contains tumblr

Split out the subdomain from the referrer

Return the subdomain as the social author

Identifying REAL social influencers

The Lorax Top 10 Shared Movies on Facebook in 2012

Social influencer plugins & code samples

Direct Indirect

Social apps

Social influencers

Social sharing

Social buzz: Themes

What is the value of social sharing buttons?

Big Bird Top 10 Shared Memes on Facebook in 2012

Social sharing measurement

Facebook social plugins

Subscribe to the FB SDK events: edge.create edge.remove UnLike message.send comment.create comment.remove auth.login auth.logout

Twitter social plugins

Subscribe to the Twitter SDK events:

retweet

Google+ social plugins

obj.state

Social sharing plugins & code samples

Direct Indirect

Social apps

Social influencers

Social sharing

Social buzz: Themes

Owned link measurement

Append campaign codes to ALL social links

?cid=twt1234 ?cid=fb4567 ?cid=tmbr890

What is the value of social campaigns?

James Bond, Skyfall Top 10 Shared Movies on Facebook in 2012

Adobe Social automatically appends campaign codes

?cid=running1234

Direct Indirect

Social posts / Promoted posts

Social apps

Social influencers

Social sharing

Social buzz: Themes

Brand page measurement

1. Customize Tumblr

2. Edit HTML

3. Paste analytics page code

and reference to JS

Standard branded channel Clickable image map Custom gadget

YouTube branded channel measurement

Static image request URL Links should be tracked Measure like any other digital property

Analyze Tumblr & YouTube as an extension of your existing digital properties

Direct Indirect

Social posts / Promoted posts

Social apps

Social influencers

Social sharing

Social buzz: Themes

What can be measured on Facebook fanpages?

Wall, timeline, photos, likes, comments, shares, etc.

Tag iframed applications like any other property

Not measureable Measureable

App consumption

App page flow

Cross-domain pathing

User demographics

Inflated Facebook referrers

Check if the referrer is Facebook

Check to see if the iframed window is the same as the parent window.

If they are different, it is an iFrame

on Facebook.

Clear the referrer

How to measure campaigns pointing to Facebook apps

Referrer = Facebook.com

www.facebook.com/photoshop/?v=APP_ID&app_data=goog_123456

app_datadata to app:

How to measure campaigns pointing to Facebook apps

Get the signed request that Facebook is passing to the app

app_dataparameter

Set the SiteCatalyst campaign variable in the page template

http://developers.facebook.com/docs/authentication/signed_request/

Application measurement & analysis

Gangnam Style Top 10 Shared Memes on Facebook in 2012

Adobe Social app builder automatically appends tracking

Enhance visitor profiles with demographics from Facebook

2 Map user demographics to eVars

Find more about the available demographics/permissions here:

https://developers.facebook.com/docs/authentication/

Measure demographics automatically with data connectors*

*Formerly

Key takeaways

Dive deeper than the social metrics available at the surface. 1 Measure social sharing plugins and social authors from click to conversion 2

Find ways to automate measurement of Social Apps and Campaign Codes 3

Every social interaction is part of the social

value equation. Measure them!

Chris Bray Corporate Trainer EMEA @Adobe @azhreicb

Ben Beard Solutions Strategist @Adobe @ben_beard

Chris Bray | Corporate Trainer EMEA - Adobe Ben Beard ... · © 2013 Adobe Systems Incorporated....

Documents

Bray Pimampiro

Adobe Photoshop CC - Chris Will

CHRIS BRAY PHOTOGRAPHY KANGAROO ISLANDchrisbrayphotography.com/downloads/kangaroo_island_photo_tour...CHRIS BRAY PHOTOGRAPHY | KANGAROO ISLAND 06 It’ll be an early start this morning

Bray Vineyards – Winery & Vineyards · 2021. 6. 15. · Bray Vineyards – Winery & Vineyards FOR SALE | PLYMOUTH, CA Chris M. Baker Senior Director +1 925 627 2888 chris.baker@cushwake.com

Who are the Youth in Minnesota’s Juvenile Justice System? Presenter: Chris Bray, L.P., Ph.D.,Director of Juvenile Services, Minnesota Department of Corrections

A buyer’s guide - Bray & Bray Solicitors · At Bray & Bray Solicitors, our conveyancing teams are highly trained, fully qualified and wholly experienced in dealing with the sale

Carly Bray

Protecting Their Future: Finding and Helping Stressed Children and Families Chris Bray, Ph.D., LP Ambit Network University of Minnesota

LIBBA BRAY

Hanna-Chris Tastenkombinationen (Tastenkürzel) für Word ... · PDF fileHanna-Chris Gast Tastenkombinationen (Tastenkürzel) für Word, Windows, Internet-Explorer und Adobe-Pdf Inhalt

Bray Serie 40

New CHRIS BRAY PHOTOGRAPHY KANGAROO ISLAND · 2020. 6. 15. · 05 CHRIS BRAY PHOTOGRAPHY | KANGAROO ISLAND It’ll be an early start this morning when we all jump in the mini bus

CHRIS BRAY PHOTOGRAPHY CHRISTMAS ISLAND€¦ · CHRIS BRAY PHOTOGRAPHY CHRISTMAS ISLAND 1 CHRIS BRAY PHOTOGRAPHY CHRISTMAS ISLAND. 2 CHRIS BRAY PHOTOGRAPHY HISTAS ISAND 2,600km northwest

THE BRAY Company overview Cameron Bray April 30 th 2015

Catalogo Valvulas Bray

Bray seashore

A HISTORY OF CHRISTIAN THEOLOGY best tradition … BRAY GERALD BRAY A HIS TORY OF CHRIS TI A N THEOLO-A HIS TORY OF CHRIS TI A N THEOLO-GOD HAS A HISTORY OF CHRISTIAN THEOLOGY GOD

“Thanks guys, I love it!” - Mining Peopleminingpeople.org/sidebar_right/longwall07_postshow.pdf44 Coal People Magazine Ben Langwell, Rob Albinger, Eric Guthrie, Rick Bray, Chris

Bray Resilient Valves

Adobe Analytics Attribution · Adobe Analytics 201 Data in seconds. Insights the second it counts. Adobe Analytics Chris Marin ... customer insights and deliver them to their marketing