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Marco Rinne ([email protected])
Social Analytics
Marco Rinne ([email protected])
Summary
I. Social Analytics Definitions
II. The Importance of Business Goals
III. A Framework approach
IV. Challenges for Social Analytics
V. Social Analytics from a Marketers Perspective
VI. Microsoft - Examples and Tools
VII. What‘s Next?
Marco Rinne ([email protected])
Soci
al A
naly
tics
(bro
ad)
Soci
al A
naly
tics
(narr
ow
)
definition
”Social analytics measure the impact of social media on business“
(Awareness Inc. – Actionable Social Analytics; April 12)
“Social analytics is monitoring, analyzing, measuring and interpretingdigital interactions and relationships of people, topics, ideas and content.Interactions occur in workplace and external-facing communities. Socialanalytics include sentiment analysis, natural-language processing and socialnetworking analysis (influencer identification, profiling and scoring), andadvanced techniques such as text analysis, predictive modeling andrecommendations, and automated identification and classification ofsubject/topic, people or content.”
(Gartner IT Glossary)
Social analytics measure the impact of social media metrics on business metrics
Marco Rinne ([email protected])
mapping engagement to business objectives
business metrics
social analytics
social media metrics
(engagement metrics)
business goal
social media
data layer
interpretation layer
metrics/KPI layer
#brand mentions
#brand mentions#brand+competitor
mentions
share of voice
brand awareness
Marco Rinne ([email protected])
framework approach
strategy metrics
organizationpeople
resources
technology
toolstarget audience
listeningmonitoring
sentiment
objectives
targets
business goals
measurement
Marco Rinne ([email protected])
framework approach
businessgoals
measurement tactics tools
• brand awareness
• support cost reduction
• awareness• engageme
nt• influence
• twitter• blog
• platform
Gillin, Schwartzman „social marketing to the business customer“ 2011
Marco Rinne ([email protected])
framework approach
people objectives strategy technolo
gy
• audience analysis(social technographics profile)
• listening• talking• supporting• …
• tactics• metrics
• platform• tools
Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011
Marco Rinne ([email protected])
framework approach (combined; extended)
business goals
objectives strategy measurement technologyorganization
• translate business goals into social media objectives (SMART)
• identify relevant metrics, KPIs
• define success (targets)
• analyse
target audience (channels)
• identify tactics
• check necessary resources
• is your organization ready for social (EP2.0)
• identify
suitable tools based on strategy and metrics (that scale)
optimize
Marco Rinne ([email protected])
challenges for social analytics
business
metrics
social analytics
social media metrics
(engagement metrics)
business goal
social media
PRmarketingHRCSS…
There is no singleROI
for social media
too much data too little data
Marco Rinne ([email protected])
the data problemtoo much data (ex. Facebook insights; excerpt only)
source:https://developers.facebook.com/docs/reference/fql/insights
Marco Rinne ([email protected])
the data problemtoo little data
Alexis C. Madrigal, The Atlantic - Dark Social: We Have the Whole History of the Web Wrong (Oct 12)
theatlantic.com – referrer analysis
private social profiles
media/community cooperations
Marco Rinne ([email protected])
the ROI problem
Division Objective KPI/metric
marketing increase brand awareness SoV
sales increase device sales #sales from social channels
css increase customer satisfaction
SAT-metrics; #support issues
Marco Rinne ([email protected])
social analytics – marketing perspective
PAIDMEDIA3rd Party/
Commercial
OWNEDMEDIAMicrosoftChannels
EARNED MEDIA
Community/ Social Media
MS.COM
Microsoft Foren, Newsgroups, Blogs,
Communities
Neutrale Communities,
Foren etc.
Social Networks
Display Advertising
Search EngineMarketing
Microsoft Partner
Ecosystem
msn.de
E-Mail Newsletter
Events, Messen
Blogs,Microblogs
Marco Rinne ([email protected])
Exposure/Awarenes
s
Engagement
Action/Conversio
n
(Advocacy)
soft metrics• reach• # fans• friends of fans• impressions• referrals from
brand/productwebsite
soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …
soft metrics• engaged users• downloads• shop referrals• video views• …
soft metrics• external
referrers• shares• brand/product
recommend.• …
social analytics – marketing perspective
Marco Rinne ([email protected])
awareness (Facebook)
0
5000
10000
15000
20000
25000
30000
0
20000
40000
60000
80000
100000
120000
140000
3165 614911825
20195
31257
45012
61461
80602
102437
126964
New Fans Lost Fans Fans (total)German FB Brands (avg.) Trend polynominal (R² = 0,96)
social analytics – marketing perspective
Marco Rinne ([email protected])
engagement (Facebook)
storytellers – fan adds (unique)
page posts impressions (unique) · 100
social analytics – marketing perspective
Marco Rinne ([email protected])
Exposure/Awarenes
s
Engagement
Action/Conversio
n
(Advocacy)
soft metrics• reach• # fans• friends of fans• impressions• referrals from
brand/productwebsite
financial metric• cost per fan
soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …
financial metric• cp engmnt
soft metrics• engaged users• downloads• shop referrals• video views• …
financial metric• cost per action
soft metrics• external
referrers• shares• brand/product
recommend.• …
financial metric• cost per referral
social analytics – marketing perspective
Marco Rinne ([email protected])
total invest in SoMe platform# new fans in campaign timeframe
Engagement
Exposure
Action
(Advocacy)
cost per fan =
total invest in SoMe platform# comments + # likes in c. timeframe
cost per engagement =
total invest in SoMe platformi.e. # downloads in campaign timeframe
cost per action =
total invest in SoMe platform# referrals in campaign timeframe
cost per referral =
social analytics – marketing perspective
Marco Rinne ([email protected])
Windows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1Campaign (Digital) Bridge Holiday Holiday BTS
Media Status
Budget totalBudget spentTraffic Drivers Off-Net (paid)Display (Banner-Placement)Budget spent
Ad impressions
Clicks (Initial responses)Initial responses rate (CTR%)
CPC €Primary Conversions (global&local)Primary CR%CPA €SEM (Holiday ab KW 47)Budget spentClicksCPC €Primary Conversions (global&local)Primary CR%CPA €Total (Display+SEM)CPC €CPA €
cost per ad impression
cost per click
cost per click (SEA)
cost per action (SEA)
financial metrics (avg.)Windows campaigns (digital) Q1-3
cost per action
social analytics – marketing perspective
Marco Rinne ([email protected])
(paid) media
cost per ad impression
cost per click
cost per action
social media
cost per (message) impression
cost per (message) impression
cost per action
ownedmedia
cost per page
impression
cost per visit
cost per click / action
compare fair
long term vs.
short term
Fans participate
intentionally esp. in earned
channels
social analytics – marketing perspective
Marco Rinne ([email protected])
social analytics – examples and tools
Marco Rinne ([email protected])
social analytics – examples and tools
Marco Rinne ([email protected])
social analytics – examples and tools
Marco Rinne ([email protected])
social analytics – examples and tools
Marco Rinne ([email protected])
what‘s next? – paid + owned + earned = <3
PAIDMEDIA3rd Party/
Commercial
OWNEDMEDIAMicrosoftChannels
EARNED MEDIA
Community/ Social Media
MS.COM
Microsoft Foren, Newsgroups, Blogs,
Communities
Neutrale Communities,
Foren etc.
Social Networks
Display Advertising
Search EngineMarketing
Microsoft Partner
Ecosystem
msn.de
E-Mail Newsletter
Events, Messen
Blogs,Microblogs
Marco Rinne ([email protected])
„integrated“ digital campaign timeframe
earned
owned
paid
invest
ment
what‘s next? – paid + owned + earned = <3
Marco Rinne ([email protected])
what‘s next? – integrated („big“) data models
PAIDdisplay sea
listening social channels
display apps
OWNED
MOBILE
analytics crm
SOCIAL
D A
T A
Marco Rinne ([email protected])
what‘s next? – more courage
brands
create
value
have purpos
e
leverage
data
Marco Rinne ([email protected])
thank you - Q&A