Social Media Analytics - GSOB Digital Summit

GSOB Digital SummitSocial Analytics

@jeffgibb

Head of Business Development

3 © 2016 Simply Measured, Inc

Introducing Simply Measured


The Leader in Social Analytics

Trusted by 1000 Customers, Including 50 of the Interbrand Top 100 Global Brands.

© 2016 Simply Measured, Inc

We Collect a Ton of Social Data

Trusted by 1,000 Customers

Collecting 300,000 Individual Tweets Per Hour

Retreive Data from Facebook 2 Million Times Per Day

Gathered a Total of 18 Billion Social Posts

Today’s Topics:1. What are Social Analytics and why should you care?2. How to set social goals and connect to business value3. The state of social media4. In depth best practices for top networks

Social Analytics - Why is it Important?

“53% of Social Marketers rate measuring performance as their biggest challenge”

2015 Forrester Wave – Social Relationship Platforms


The Evolution of Social Analytics


The Best Social Programs are Built Using the REM Cycle

DATA & ANALYTICS

MEASURE

ACTION SYSTEMS

RESEARCH

EXECUTE

RESEARCH: Analyze competitors, conversations and audiences to inform your social strategy.

MEASURE: Track the performance of your social activities to understand their impact.

EXECUTE: Publish your social activities across the social networks.


RV Game =


A Sweet RV is No Good Without a Map


Don’t Be This Marketer


You Can Control Your Own Destiny

What’s Missing Here?

Tying Social to Business Goals

Step #1 – Identifying Objectives

Understand The Buyer’s Journey

How does each stage connect to a marketing objective?

Social Marketers do well with this Stage

50% feel they can easily identify the right marketing objectives

Which Marketing Objectives do you Support?

- 43% told us they support brand awareness

- Only 6% focus on Adoption

Do you Have the Right Strategy?

The marketing objectives will tie directly to a strategy

Step #2 – Organize Social Metrics


Organizing Social Metrics

*Warning: This is where things start to break down*

In 2015, Forrester Research asked 84 companies to tell them the metrics they use to define success in their social organization


Organizing Social Metrics

The 84 companies identified 57 different metrics:• There is no way 57 metrics are relevant to define social media

success• This is a clear signal of metrics overload

We decided to organize the mess


Example: Brand Awareness

Buyer’s Journey Stage: Brand awareness

Marketing Objective: Create awareness

Social Media Strategy: Expose audience to brand content

Social Activity: Posts and paid promotion

Social KPIs: Impressions and reach

Business Impact: Share of voice and top of mind awareness

Step #3 – Set Realistic Goals


Set Realistic Goals

Setting goals with no information is a gamble. We recommend you establish a point of reference:

1. Your own baseline: Have you done this before? If so, use that baseline and any new information you have.

2. Peers: What level of success have like-minded companies seen?

3. Competitors: What have results been like for your competitors?

4. industry Benchmarks: These can be helpful, but they can also be too generic.

5. Common Sense: When in doubt, layer in your own logic. Just make sure you can explain it to your boss.

The State of Social Marketing


Over 2 Billion People Worldwide Are Active on Social Media

Data Ahead


The State of the Social Media Organization


65% of Social Orgs have a Team Size of 1-3


Social Media Manager is a Position in 60% of Social Orgs


Top Two Issues Involve Measuring the Value of Social


Social is Not Yet Integrated into the Larger Organization


Social’s Impact on Marketing vs. Business

50% of social marketers think that social media data & analytics impact their marketing strategyOnly 22% believe it impacts their overall busienss strategy

Deep Dive: Social Network Insights

Interbrand 100 Best Global Brands

• Financial performance• Role in influencing customer choice• Strength to commad premium price

1.59 Billion Monthly Active Users

320 Million Monthly Active Users500+ Million Tweets Per Day

400 Million Monthly Active Users 75% of users outside the U.S.


Instagram Brand Activity is Exploding

• 400 Million Active Users• 75% from outside the USA• 90% of the Interbrand 100 have an account• 80% post to Instagram 1+ times per week

Engagement


Engagement Per Post up 53% YoY

There are 31,827 enagements per post on average

(Comments & Likes)


Hashtags & Location Tags Improve Performance

But, the increases are non-linearMultiple Hashtags & Location Tags Perform Best


The Photo is Still King

Videos continue to grow (13.2% of all posts), but Engagement lags

Emojis!

+ = ( ) 👆 👉 📈 🍻


Emojis appear in 35% of Interbrand 100 Post Captions


Follow Your ❤


Media Can’t Stop, Won’t Stop….... Publishing

MTV Dominates• Averages 6+ posts per day• Controls 62% of the engagement in media• 49 videos posted – topping all 100 brands

Instagram is Changing Travel

Jeff’s Trip to Australia

Trip Planning in the Age of Instagram

1. Use Instagram as the primary discovery tool

2. Follow the visitors assoc. accounts for each destination

3. Message trip companion privately to discuss

Winning Instagram in the Tourism Industry


Tactic #1 – Use Your Icons

Top Performing Post of 2016 for @visitseattle

• Showing an iconic landmark from an alternative POV• Great use of User Generated Content• Uses a specific hashtag strategy (both owned and

popular hashtags)


Tactic #2 – Stay Present

Top Performing Post of 2016 for @visitphilly

• A tough winter presents an opportunity for classic snowy photos

• Staying authentic and in the moment• Full coverage of the (#philly, #visitphilly,

#philadelphia) variations


Tactic #3 – Be Consistent

@DiscoverLA with 332% Engagment as a % of followers


Tactic #3 – Be Consistent

The same CTA is included in every Instagram Post in 2016


Tactic #4 – Crowdsource

Top Performing Post of 2016 for GSOB

• Asks a question of the audience!• Prompts conversation around dolphin cruise

providers• Strikes a chord with their audience by

appealing to the family• Contrubutes to a wider #familyspringbreak

conversation

I hope you’ve learn at least a little about the right approach to Social Analytics:

1. Social data should be a critical input to planning and executing your marketing plans

2. Setting appropriate goals will get your social program the right seat at the table

3. Every network is different – understand the strengths and opportunities of all of them

Find me for a free social media report!

Twitter: @jeffgibbInstagram: @jeffgibbEmail: [email protected]

Download the full studies & guides: simplymeasured.com/resources