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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Measuring the immeasurable: Tactics to quantify the impact of social
1
Chris Bray | Corporate Trainer EMEA - Adobe
Ben Beard | Solutions Strategist - Adobe
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Chris Bray Corporate Trainer EMEA @Adobe
@azhreicb
Ben Beard Solutions Strategist @Adobe
@ben_beard
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
3
Every social interaction is part of the social
value equation. Measure them!
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Agenda
4
1 Social data architecture 2
3 Understanding value of social plugins 4 Owned social media measurement 5
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Vast quantity of social data Dive deeper to expose true value of social programs
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Inject social into current analytics processes
7
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Data architecture where should we put social data?
8
Social
Social
Social
Web
Web
Web
Global Global social
Bruno Mars Josh Groban The Black Keys
Corresponding social profiles .COM properties
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Social data types
Retweet
There are 3 different types of data that help
quantify the value of social
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Cross data type variables (eVars)
11
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Bobin_James
13
http://t.co/J6nVmleL
Identifying REAL social influencers
Unique to Bobin allows us to query Twitter API
Bobin_James
shortener
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
14
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
YouTube influencers
15
?v=ZhGbDNrnRql
www.youtube.com/watch?v=ZhGbDNinRql
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
YouTube influencers
16
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Tumblr influencers
17
lovendbeloved.tumblr.com
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Tumblr influencers
18
Get the referrer
Check if the referrer contains tumblr
Split out the subdomain from the referrer
Return the subdomain as the social author
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
19
Identifying REAL social influencers
The Lorax Top 10 Shared Movies on Facebook in 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Social influencer plugins & code samples
20
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
22
What is the value of social sharing buttons?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
What is the value of social sharing buttons?
23
Big Bird Top 10 Shared Memes on Facebook in 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
24
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
25
Social sharing measurement
Twitter social plugins
Subscribe to the Twitter SDK events:
retweet
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
26
Social sharing measurement
Google+ social plugins
obj.state
-1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Social sharing plugins & code samples
27
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Owned link measurement
29
Append campaign codes to ALL social links
?cid=twt1234 ?cid=fb4567 ?cid=tmbr890
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
What is the value of social campaigns?
30
James Bond, Skyfall Top 10 Shared Movies on Facebook in 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Adobe Social automatically appends campaign codes
31
?cid=running1234
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Brand page measurement
33
1. Customize Tumblr
2. Edit HTML
3. Paste analytics page code
and reference to JS
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Standard branded channel Clickable image map Custom gadget
YouTube branded channel measurement
34
Static image request URL Links should be tracked Measure like any other digital property
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Analyze Tumblr & YouTube as an extension of your existing digital properties
35
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Relationship between interactions & KPIs
So
cia
l me
dia
ty
pe
Earn
ed
Ow
ned
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
What can be measured on Facebook fanpages?
37
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Inflated Facebook referrers
38
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
39
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:
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
40
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/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Application measurement & analysis
41
Gangnam Style Top 10 Shared Memes on Facebook in 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Adobe Social app builder automatically appends tracking
42
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Enhance visitor profiles with demographics from Facebook
43
P 1
2 Map user demographics to eVars
Find more about the available demographics/permissions here:
https://developers.facebook.com/docs/authentication/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Measure demographics automatically with data connectors*
44
*Formerly
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Key takeaways
45
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
46
Every social interaction is part of the social
value equation. Measure them!
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @azhreicb | @ben_beard
Chris Bray Corporate Trainer EMEA @Adobe @azhreicb
Ben Beard Solutions Strategist @Adobe @ben_beard