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Whether you're in a big company or starting anew, taking on social communications is entrepreneurial. There is no manual for how to utilize it to achieve business value. Marketing, recruiting, customer care, sales, employee retention and culture are all important areas to leverage social media. In this presentation, I've put together all of the data I used to help build a social strategy for Compuware. I hope it will help you to get started in social.
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Playing the Odds: Using Data to Build Your Social Strategy
@TrishaWinter Director of Social Communications
Compuware Corporation
2
• $88.4M FY ’12 net income
• $180.0M FY ’12 OCF
• 4,600 employees
• 90 offices worldwide
• 46 of the top 50 Fortune 500
• 12 of the top 20 U.S. web sites
Almost 40 Years Making Technology Make a Difference
• 35+ Social Communities
• @Compuware
Social Media is child’s play . . .
. . . Isn’t it?
In reality, its overwhelming
Which machine gives me the best odds?
What will it take to ‘win’?
How do I play the game?
What is a ‘win’?
If you’re lucky . . .
The rest of us need to ask. . .
How are we doing today?
How and what are our competitors doing?
Where is the ‘low hanging fruit’ or big opportunity?
What should I focus my content on?
@TrishaWinter
How are we doing today?
What channels are we active in?
What is the quality of our activity?
What are the top social referrals to
our website?
Evaluate Your Presence
@TrishaWinter
What is the Quality of the Activity?
Twitter Engagement Rate = (Retweets+Mentions+Clicks)/#Tweets
8.31
11.67
8.56 9.22
12.04
3.63
3.38
4.04
5.49
4.28
0.67
1.00
1.83
2.00
4.54
0.77
0.80
3.52
8.78 1.72
0.00
5.00
10.00
15.00
20.00
25.00
30.00
April May June July August
Compuware CompuwareAPM Uniface Covisint
@TrishaWinter
What Content is Most Popular?
Twitter_Handle Hashtags Retweets Content
1 Compuware APM 33 RT @jquerymobile: jQuery Mobile 1.2 alpha will be released today…stay tuned.
2 Compuware APM 24 RT @forrester: Who should the Enterprise Architect report to? The CEO or CIO? Good debate on @gcolony's blog http://t.co/pKLGhD9A
3 Compuware APM 21 RT @jhurwitz: If we fall in love with big data does that mean we should ditch the cloud? I call this chasing silver bullets -- fun but d ...
4 Compuware APM \devops 11 RT @allspaw: Human Factors and Web Engineering's Intersection http://t.co/iMzG2KKO #devops
5 Compuware APM \JCP 10 RT @java: Inside the Java Community Process #JCP by @vgrazi http://t.co/hxsGmdxF
6 Compuware APM 7 RT @stephenmann: Pressure to cut IT operational costs – a reason why we don’t do problem management & a reason why we should do prob ...
7 Compuware APM \mobileperf 5 RT @strangeloopnet: 15 things you can (and should) do to make your site faster for mobile users http://t.co/qYsxTlNN #mobileperf
8 Compuware APM 4 RT @JavaReport: How cloud computing is impacting enterprise Java developers http://t.co/MMD2Sk9b
9 Compuware APM 3 RT @Peter_ebizQ: Will BPM replace traditional programming so businesses can rapidly deploy IT solutions? Great discussion still going h ...
10 Compuware APM \bigdata\measure 3 RT @jeroentjepkema: Three of a kind http://t.co/ym4i9GdY #bigdata #measure
@TrishaWinter
What are our Top Referrers?
Compuware.com Top 10 Non-Social Referrals – August 2012
Source Visits compuware.com 3,259 dynatrace.com 1,505 blog.dynatrace.com 954 sixrevisions.com 802 gomez.com 549 apmcommunity.compuware.com 543 practicalecommerce.com 493 support.dynatrace.com 439 profilecenter.compuware.com 408
Compuware.com Top 10 Social Referrals – August 2012
Source Visits LinkedIn 1,212 Stack Overflow 778 Facebook 111 Blogger 99 Twitter 69 WordPress 44 Stack Exchange 22 Server Fault 21 YouTube 14 Quora 13
@TrishaWinter
How and what are our competitors doing?
Where do our competitors/peers
‘play’?
At what level do they participate in
each channel? How do we
measure up?
Search Everywhere
2. Then search each of the major social sites
– YouTube
– SlideShare
– Blogs
3. Then search the “others” and the “up and comers”
– Google+
– Tumblr
– Flickr
– StumbleUpon
1. First search Google to see what social sites rank high
@TrishaWinter
Determine What Makes Them Great
0.45
0.1
0.003
0.02
0.003
0.26
0.00 0.10 0.20 0.30 0.40 0.50
Compuware
Ca
Oracle
HP
Microsoft
IBM
Following/ Followers ratio
0.58
0.2
0.05
0.1
0.01
0.4
0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70
Compuware
Ca
Oracle
HP
Microsoft
IBM
Tweets/ Followers ratio
8.58%
47.02%
61.88%
2.48%
287.06%
29.20%
0% 50% 100% 150% 200% 250% 300% 350%
Compuware
Ca
Oracle
HP
Microsoft
IBM
Retweets/ Tweets
41.33
49.00
57.11
42.21
72.91
49.76
0 20 40 60 80 100
Compuware
Ca
Oracle
HP
Microsoft
IBM
Klout Score
Benchmarking – Twitter Engagement Rate
Engagement = (Retweets + Mentions)/#Tweets
*Microsoft is excluded from graph, as totals exceed 100
**BMC, Quest, Oracle, and NetSuite April data is unavailable
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
Apr-12 May-12 Jun-12 Jul-12 Aug-12
Compuware IBM BMC Quest Oracle NetSuite
@TrishaWinter
Where is the ‘low hanging fruit’ or big opportunity?
What channels are the most effective
for us?
Where are my competitor’s
focusing?
Where are the best opportunities for
being seen or even to generate leads?
Channel Effectiveness: Campaign Tracking
Source Medium Campaign Hootsuite Twitter Social TBD Facebook PR
LinkedIn Blog Email Google+
DynaTrace Blog
Campaign Tracking Metrics Campaign Source / Medium Visits
Pages / Visit
Avg. Visit Duration
blog.dynatrace.com Blog Hootsuite / Linkedin 71 1.8 0:01:30 blog.dynatrace.com Blog Hootsuite / Twitter 37 2.24 0:03:34 blog.dynatrace.com Blog Hootsuite / Facebook 9 1 0:00:00 blog.dynatrace.com Blog Hootsuite / Googleplus 1 4 0:00:32
@TrishaWinter
Identify Big Opportunities
• Where are your marketers advertising?
?
@TrishaWinter
• Which sites offer interesting lead gen opportunities?
• How easy will it be to get appropriate content for each channel?
• Where do the majority of your prospects go? (do survey)
Identify the ‘Must Dos’
@TrishaWinter
What should I focus my content on?
Do you have enough of the right
content? How are your blogs doing?
Have you done Social SEO?
Who are your key influencers & what
they are saying?
Make Your Blogging Count
2,014
470 321 324 259 255
141
30
19
46 4 19 8
59
0
500
1000
1500
2000
2500
August Blog Traffic 2012
Social Non-Social
@TrishaWinter
Apply SEO to Social
Neutral Negative Positive
Mixed Somewhat Negative
Other
Neutral
Neutral
Negative
Positive
Negative
Negative
Neutral
Positive
@TrishaWinter
Know Your Key Influencers
• Who is influential on the topics you care about?
• Where are they and what key terms do they use?
• How can I use these individuals in my strategy?
Now what?
1. Evaluate the resources available to you
2. Talk to leadership to understand receptiveness and barriers
3. Score ideas by: – Appropriate resources
– Difficulty to achieve
– Potential impact
4. Balance your selection with quick wins and longer term “big” wins
5. FOCUS, FOCUS, FOCUS!
6. Internally socialize your proposed strategy
Don’t Forget to Consider . . .
1. Persona
2. Processes
3. Policies
4. Training
5. Business Intelligence
6. Exit Strategy
@TrishaWinter
Great Odds!
Helpful Tools for Social Data & Reporting
• Social Bro
• TweetStats
• TweetReach
• Social Crawlytics
• Radian6
• Google Analytics
• Klout
• FindInfluence
• Traackr
• Social Management Platform
• URL shortener
Special thanks to my Favorite Resources:
@TrishaWinter
© 2011 Compuware Corporation — All Rights Reserved
