The document discusses opportunities for advancing social media analytics through greater integration of data sources and a more holistic view of the customer. It notes that social media monitoring platforms currently fail to fully integrate with backend systems, creating gaps. The future involves analyzing data across channels and integrating social data with sales, marketing and customer databases to develop a single view of the customer. Industry partnerships between enterprises, agencies and technology companies could further advance social media analytics.

1. SESSION PARTNER
SOCIAL + ANALYTICS
Does Social Media
Opinion Matter?
VISIONARY SPONSORS
INNOVATOR SPONSORS
TA L K A B O U T U S ! # F U T U R E M @ C R I M S O N H E X A G O N

2. Sean Rusinko
 SVP Digital Strategy, Verndale
IDENTIFY
Social media allows us to identify who our client’s consumer
base is, and listening to them allows us to understand what
marketing is resonating with that audience segment.
PERSONALIZE
Because social provides insights into what drives and
motivates users, we use that information to create a
unique, personalized, and optimized website experience
for users.
#FUTUREM
@VERNDALETWEETS

3. Mitch Brooks
 Senior Research Strategist, Crimson Hexagon
RESEARCH
PRODUCT
MANAGEMENT
CLIENT
SERVICES
#FUTUREM
• Create and improve machine-learning
algorithms
• Build proof-of-concept prototypes for
internal stakeholders and customers
• Articulate technical positioning to the
market
• Explain principles behind features
• Developing new ways to analyze and
visualize unstructured data from
earned and owned media
@MITCHSBROOKS

4. Guen Yi
 Former VP Analytics Insights, The Walt
Disney Company
 Head of Analytics and Planning, Zulily
Utilize social media analysis for:
• Insights and social sentiment immediately after an event and over
time
• What’s resonating with consumers and what isn’t – to support
marketing and media team
• Who the consumers are
• Comparisons to competition
#FUTUREM
@CRIMSONHEXAGON

5. Richard Ng
 VP, Insights and Analytics, Edelman Digital
The most common applications of Social Media
Analysis at Edelman are:
•
•
•
•
•
To support strategy planning
To inform paid media buying
To optimize content
To assess levels of media coverage
To gauge, where possible, consumer response to
client brands, products, or services
#FUTUREM
@ZENMASTERCHI

6. THE PROBLEM OF QUALITY
RED-YELLOW-GREEN
Sentiment – positive, negative, neutral – is often an inaccurate
reporting mechanism and usually very basic. Social sentiment
often requires further break down and analysis to get an
accurate sentiment reading.
Analysis demands human involvement to get accurate results specific to your industry.
#FUTUREM
@CRIMSONHEXAGON

7. Teaching to the Test
The social science principle of Campbell's law is sometimes used
to point out the negative consequences of high-stakes testing in
U.S. classrooms:
"The more any quantitative social indicator (or even some
qualitative indicator) is used for social decision-making, the more
subject it will be to corruption pressures and the more apt it will
be to distort and corrupt the social processes it is intended to
monitor.”
When do social marketing metrics create the wrong
incentives? How is this best avoided?
#FUTUREM
@CRIMSONHEXAGON

8. THE PROBLEM OF DISPARATE SYSTEMS
INTEGRATION
Social media monitoring platforms fail to integrate with
key backend systems creating a disconnect between data
transfer and share. Because there is no fluid integration,
we are missing pieces of the puzzle.
BENCHMARKING
Challenge of assessing successful social media engagement or campaign when social
data is not integrated with other sales, marketing, and advertising data and metrics.
Difficulty of comparing year-to-year due to the growth of social media volume overall
and because of the incremental introduction of new channels.
#FUTUREM
@CRIMSONHEXAGON

9. THE FUTURE: HOLISTIC VIEW
• Analyze across channels
• Integrate social media data with sales and marketing data and databases
INCORPORATION
There is a huge opportunity to incorporate social analytics data into a
datacube (CXM/CMS/CRM/ERP/etc.) to allow businesses and
organizations to have one view of the customer.
WHAT DO WE SEEK TO INTEGRATE?
Social Channels, Website, CRM, Sales, Paid Media, and/or Customer Service
#FUTUREM
@CRIMSONHEXAGON

10. Opportunities – Richard Ng
Key opportunity areas:
•
•
•
•
•
•
Mapping against benchmark opinion and behavioural data
Focusing analysis on audience behaviour and segmentation
Developing audience profiles based on interaction data
Reducing focus on dashboards that sum metrics vs competitors
More Sophisticated Math
Stronger Frameworks
#FUTUREM
@CRIMSONHEXAGON

11. Opportunities – Sean Rusinko
USERS
TECHNOLOGY
PLATFORMS
Customer Experience
Management (CXM)
Social
Listening
Platforms
CHANNELS &
ASSETS
#FUTUREM
@VERNDALETWEETS

12. THE FUTURE:
INDUSTRY PARTNERSHIPS TO ADVANCE SOCIAL
MEDIA ANALYTICS
ENTERPRISE + AGENCY + TECHNOLOGY
#FUTUREM
@CRIMSONHEXAGON