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Masterclass: Social Analytics Knowhow in 60mins- 4 types of platforms- 4 types of use cases- 4 levels of Social Analytics maturity (for ROI)- 3 use cases for selection tools to match your objectives- How to formulate a Social Analytics Plan- Formulating and Measuring Goals, Strategies and Tactics- Formulating a Dashboard- Using a new approach to Social AnalyticsMarshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, US
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Social Media Analytics Singapore Master class in 60 minutes
Marshall Sponder
IntroductionMarshall Sponder – Founder WebMetricsGuru INC.
Marshall Sponder is an Author of the McGraw-Hill book, Social Media Analytics, he is independent Web analytics, data and SEO/SEM specialist working in the field of market research, social media, networking, and Outbound Communications. Marshall is currently working with Principal at WebMetricsGuru INC and Insights Digital, INC , both partnerships focus on the practice around Social Analytics. Marshall’s blog is http://www.webmetricsguru.com and book site is http://www.smabook.com
• 4 types of platforms• Several types of use cases• 3 use cases for selection tools to match your objectives• 4 levels of Social Analytics maturity (for ROI)• How to formulate a Social Analytics Plan• Formulating and Measuring Goals, Strategies and Tactics• Formulating a Dashboard• Using a new approach to Social Analytics
What you will learn in an hour
4 types of platforms
Full-service
Self-serve
Hybrid
Inte
rnal
Platform DefinitionsSelf serve – Brandwatch, Radian6, Alterian SM2, etc.
Full service – Brandtology, Synthesio, Converseon, Integrasco, etc.
Hybrid – Additional Reporting included with Self Serve.
Internal – Some companies build their own listening and analytics platforms for internal/private use.
Several types of use cases
Social Isn’t Just One Thing
And no platform does all of these “use cases” equally well
Care of Gary Angel – Semphonic.com
Uses of Social
Customer Support
Public Relations
Campaigns
Communities
Social CRM
Product & Customer Research
Advanced NLP
Analysis
Customer Data
Integration
Engagement &
Attrition
Listening & Web
Analytics
Listening & Influence
Categorization
Operational Metrics
Each Use Case may require a different Tool
Care of Gary Angel – Semphonic.com
Social Analytics Used For …
Brand Analysis &
Brand Sentiment
International monitoring
Sentiment Analysis
Influencer Identification
Market Research
+ -Industry and competitive
Research
3 use cases for selection tools to match your objectives
Consumer Research
Listening for Insights
Rich Categorization
NLP (machine learning)
Social Media Coverage*
PR Monitoring & Support
Listening and Engagement
Traditional Media
Coverage*
Influencer Identification
Topic Categorization
Social CampaignsAutomating of the
engagement
Workflow
Operational Metrics
Low-Latency
*Note: Social Media Coverage and Traditional Media Coverage are not the same thing, they may also require entirely different approaches and tools. Time spent for Social Media Coverage in Consumer Research may be considerably longer than what is required for Traditional Media Coverage in PR.
Use Cases are not be the same thing as “Goals” but are sometimes confused
Care of Gary Angel – Semphonic.com
4 levels of Social Analytics maturity (for ROI)
Mature Organizations Profit the most From Social Technologies
Source: Collective Intellect
Radian6
Netbase
Clarabridge /Facebook targeting
Enterprise social crm
How to formulate a Social Analytics Plan
THE PLAN = GOALS + STRATEGIS + TACTICS
Source - tactic-lust.com
Source: Tactic-Lust.com
Email List
Analytics Tracking - Is most of the data Ultraviolet ?
Geo-location tracking (must tie customer to Location)
Difficult to track – could do with camera, tie it up to face recognition but face big brother fallout if you do
Unique ID code tracked when a subscriber retunes receipt (coupon)
Google Analytics can track this part if set up correctly
Google Analytics can accurately record this part via ecom tracking if set up correctly
We need to think deeply on this and decide which Metrics and KPI’s actually are the right ones to track
Examples of Typical Business Goals (Business Objectives)
Increase Market Share by X% (this/next Y/Q)Increase Business Income/Profit by X% (this/next Y/Q)Save X% of our (monthly/quarterly) spent (this/next Y/Q)
Improve Productivity by X% (this/next Y/Q)Improve Services provided by X% (this/next Y/Q)Increase Company Profit by X% (this/next Y/Q)Improve Team Productivity by X% (this/next Y/Q)
Improve/increase worker productivity by X% (this/next Y/Q)Open New Offices (#) (this/next Y/Q)Find/Create New Business Opportunities (#) (this/next Y/Q)Increase Sales Bookings by (#) (this/next Y/Q)What are the sales drivers & Incentives (this/next Y/Q)What are your sales drivers & Incentives? (this/next Y/Q)How and where to do we generate leads (#/%)? (this/next Y/Q)
Business Goal Target
Marketing and Measurement Strategies should be very tightly aligned
(Hint: a Framework is needed)
Strategy and Data Need to Align closely– When the foundation of a house is not set just right – the walls crack.
Having the right Framework helps.
MarketingStrategy & Tactics
MeasurementStrategy & Tactics
Example Biz/Measurement Plan – WebMetricsGuru INC
• My GOAL: Increase Business Income by over 1600% from 2011 income
among • Corporate Business Execs I speak with
• Conferences and Book Signings
at • 2012during through • My Customized writings, virtual, and in person presentations.
Through these, I guide my audiences and customers to
• Better understand and Invest in the best technologies, process and people by retaining me
to help them
• Design and implement successful online social customer intelligence listening projects
• Here, in Singapore and other parts of the world
Where my success will be judged by
• The number of new customer signups retaining me
, • A sharp rise in my bank
account balance this quarter
and • A sharp rise in online
buzz about me and my work.
Sample Dashboard for WMGDate Latest Clients
Jan abc
Jan efg
Jan hij
Feb klm
Feb nop
Mar qrs
Mar uvw
Date Bank Deposit
Jan $$$
Jan $$$
Jan $,$$$
Feb $,$$$
Feb $,$$$
Mar $$,$$$
Mar $,$$$ Jan Feb Mar Apr0
100200300400500600700800900
$$$$ in Bank Deposits
1/1/2011
1/16/2011
1/31/2011
2/15/2011
3/2/2011
3/17/2011
4/1/2011
4/16/2011
5/1/2011
5/16/2011
5/31/2011
6/15/2011
6/30/2011
7/15/2011
7/30/2011
8/14/2011
8/29/2011
9/13/2011
9/28/2011
10/13/2011
10/28/2011
11/12/2011
11/27/2011
12/12/2011
12/27/2011
1/11/2012
020406080
100120140160
Online Buzz/Mentions Bank/Buzz %
1st Qtr2nd Qtr3rd Qtr4th Qtr
What we need is a New Approach
Source: Tuvie.com
Aeros ML866. With its 64 meter long and 36 meter wide, this aircraft has top speed of 138 mph with range more than 3000 miles, it boasts some unique properties for a craft of its size including the ability to hover, take-off and land vertically, complete autonomy from airports, not to mention incredible aerial views
Using Real Time Data well, may require a Forensic approach not common for Social
http://www.amazon.com/Pulse-Science-Harnessing-Internet-Opportunities/dp/0470932368
New Set of Questions – New Paradigm for Social (real time) data
• What Measures do you want to track?
• What Decisions would you make differently if the one of the measures was surprisingly high or low?
• What is the threshold of the measure? In other words, at what point if the value was exceeded or dipped would an alternative action take place?
Source: Douglas Hubbard - The Pulse
Example of a Tactical Conversation
• Client: Want to measure positive to negative ratio around the a new Android phone we are launching from Twitter, blog comments and Facebook.
Analyst: Very Interesting – Why do you want this information?
• Client: I want to know if the messaging and the blogger program is working or not, and if I should step up my marketing or add more than the 25 bloggers to the contest of the 2000 that entered.
Analyst: Ok, that’s great, but do you know how much negative buzz you would need to see before you would add more bloggers to the program?
Example of a Tactical Conversation• Telstra Client: Depends on a few factors. If we don’t see at least 75
tweets a week from bloggers on their posts and at least 300 Retweets from their followers in aggregate, we might want to double the number of bloggers in the program. Also, we may want to look at the posts our existing bloggers are writing, as perhaps need to give them something more interesting to talk about related to HTC Desire.
Analyst: Great! Lets try to nail down those triggers so we can build that into our analytics for you. [Triggers and Thresholds were then defined]
Ideally, this kind of conversation would lead to some defined actions and triggers that could be set up as Alerts. Real Time Data presupposes real time responses.
Your Analytics Exercise• A Simulated Game/Test Case Containing
– Your Goal(s)– Your Audiences– Your Internal Audiences (Marketing/PR/Research/EIS)– Your Budget– Your Location– Your Program/Service/Offering– Your Vehicle– Your Call to Action – Your Metrics / KPI’s
Your Mission - come up with the solutions, workflow, people, timeline, and cost estimate
Exercise ExampleA Large Telecommunications Network in the Singapore
– Your Goal – Increase sales of handsets in 1Q 2012– Your Audiences – Gen X/Y females– Your Internal Audiences - (Corporate Marketing)– Your Budget - 600,000 Singapore Dollars– Your Location – Singapore, Malaysia– Your Program/Service/Offering – New Rate Plan for young females– Your Call to Action – Sign up now– Vehicle -Website Signup form, local signup in store, mobile signup in handset,
Facebook Ads, Search – Your Metrics / KPI’s – % Buzz, Net Promoter Score, SOV, SOC, plus more
Your Mission - Let’s discuss the Monitoring solutions, workflow, people, timeline, and cost estimate
Can also use a version of the UltraViolet Audit to understand what type of analytics coverage will be needed, or is missing
Questions ?
• Marshall Sponder• WebMetricsGuru INC.
• www.smabook.com• www.webmetricsguru.com
[email protected]@webmetricsguru@smanalyticsbook
Contact Mehttp://www.webmetricsguru.com