Social Media Club Seattle Presentation

Beneath the Surface: A Deep Dive into the
World of Social Analytics
March 20, 2012
Social Media Club Seattle

Contents are proprietary and confidential.

WARNING: I AM A MATH GEEK!!

@chuckhemann ON TWITTER http://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/
#SMCSEA

Here’s the good news for all of you…

“In 2009, more data
was generated by
individuals than in the
entire history of
mankind through
2008” Weigend, Former Chief Scientist
Andreas
Amazon.com

@chuckhemann ON TWITTER http://www.flickr.com/photos/lindsaystonebriggs/4642248445/
#SMCSEA

But this is also the bad news…

“In 2009, more data
was generated by
individuals than in the
entire history of
mankind through
2008” Weigend, Former Chief Scientist
Andreas
Amazon.com

@chuckhemann ON TWITTER http://www.flickr.com/photos/lindsaystonebriggs/4642248445/
#SMCSEA

Three Biggest Questions Facing Social Analytics Practitioners

 How do we turn a mountain of listening data into
something actionable for an enterprise the size of some
cities?

 How do I build a robust (enough) measurement program
to show value and please my boss?

 Can influencer analysis be quantified, and can I do it
without using Klout?

@chuckhemann ON TWITTER #SMCSEA

Which of these approaches best describes you and your
business?

MONITORING LISTENING

“What is most important to our
“What did people say today?” consumers?”

ANALYZING MEASURING

“How should we go to market “How successfully am I
in new / different ways?” meeting my objectives?”

Listening (and data) are at the foundation of everything we do


The way most organizations use listening data

 Very linear process
 Gather Data
 Analyze
 Develop insights
 Plug-in to planning and strategy process
 Develop the program
 Measure Results

 Cycle typically lasts several weeks to months depending on the complexity of
the listening program


The way most organizations SHOULD use listening data

 Much more fluid process that lasts days to weeks instead of months

 Listening data gets dispersed to multiple parts of the organization

 Other channels (like traditional media) are taken into consideration

 Listening data is used more in rapid content development to respond to
community conversations


Where do we get started?

@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/
#SMCSEA

Understanding what listening can do for the brand…

• Ability to optimize content in real-
time

• Foster a better customer
experience

• Learn about potential product
issues

• Marketing through conversation

• Gain business intelligence

@chuckhemann ON TWITTER http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/ #SMCSEA

Framing your listening approach around the Five W’s

• What are people saying about
your brand

• Where people are talking about
your brand

• When people are talking about
your brand

• Who is talking about your brand

• Why people are talking about
your brand

@CHUCKHEMANN ON TWITTER #SMCSEA

Just a quick note on answering “Why”

• Analytics platforms
scratch the surface of
analyzing why a “fan” or
“follower” acts the way
they do/don’t

• Essential to answer this
question from a planning
and measurement
standpoint

• Surveys and focus
groups aren’t dead


Tools, Training, Reporting and Scope…
• Has there been an internal
decision made on a tool?

• Do you have a training
protocol in place? – Both tools
and broader enterprise
training

• Have you outlined a regular
reporting schedule?

• Have you developed a
competitive set?

• Will you listen for the broader
category?

@chuckhemann ON TWITTER http://www.flickr.com/photos/basegreen/205733912/
#SMCSEA

Picking an enterprise listening tool
THERE ARE OVER 225 VENDORS ON THE SOCIAL MEDIA MONITORING WIKI ALONE!!!
Criteria you should be using
to determine the right tool for
your organization:

• How many sites the tool
capture overall

• Workflow management

• Ability to import and
export information from
the tool

• Incorporating other data
sources (web, search)

• Cost

NOTE: Don’t try to review every tool. Pick FIVE based on cursory research
to review in greater detail


Putting together an effective training program

• Take advantage of training programs offered by the
vendor you’ve selected to do listening

• Start with a core team of people within the company
• PR/Marketing
• Legal
• Social media/digital marketing
• CRM
• Human Resources
• Consumer insights

• Spread training program to other parts of the
organization gradually as interest in listening is
expressed

• Hands-on training as much as possible

• Create incentives/requirements to complete training
programs

Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/

Developing your response matrix


Do you need the physical command center space?

… The answer to this question is, as usual, MAYBE


Or you can utilize a web-based application that is scalable


Measuring Social Media


Channeling our inner myth busters…
• Social media cannot
be measured

• ROI stands for
something other than
return on investment

• Social media
measurement is
different than
traditional media
measurement

• Social media is
meant to be organic
and we already have
too much data


Most companies take a two-pronged approach
Most companies take a two-pronged approach to measurement
to measurement

“Improve” “Prove”
Provide inbound insights to inform Use data to track and report
decisions and optimize programs metrics, KPIs, business value

Real-Time Weekly Analysis
Intelligence & Monthly
Gathering Dashboards

Are our messages getting through with visibility and scale?

Are we shaping the content and conversation we want?

Are we a part of the conversation when it counts?

Are we fostering greater advocacy from influencers and consumers?


Common measurement questions are important, but only one part
of the puzzle

COMMON MEASUREMENT QUESTIONS ANSWERS/GOALS

Unique Monthly Visitors
How many people did we reach? Like/follower counts
Number of Social Media Impressions
Share of Voice/Conversation
Did the program create conversation?
Rank posts by tonality

How do I get ad equivalency so the brand
Non-standard ad equiv or CPM model
can compare this to our advertising?

Were our fans/followers engaged? Engagement

WHAT WE SHOULD BE ASKING MORE OFTEN

Did the program drive results? Sales/Leads/Consumer Satisfaction


Marketers are currently just feeding the beast…

Top metrics:

Two for reach/
exposure

One for
preference,

One for action


Landing on the right metrics SHOULD be a familiar process!
• Understanding what
your campaign goals
and objectives are

• Conducting
benchmark research

• Developing your
strategy and tactics

• Execution of your
campaign

• Measure and tweak


Typical metrics across the big four social networks
FACEBOOK TWITTER YOUTUBE FLICKR

Comments Clicks (or CTR) Subscribers Total Photo Views

Likes Retweets Total Video Total Photo Uploads
Views
Total Interactions Retweets/Post Views per Average view per
Upload photo
Total Clicks (or CTR) Tweet Reach Comments Number of comments

Shares Retweet Reach Ratings Number of likes

Impressions Average Reach Per Tweet Favorites

Pageviews % of posts that are @ replies

Overall Likes Number of lists

Comment Sentiment Followers

Demographics Sentiment

…NOW BURN THIS SLIDE FROM YOUR
MEMORY BANKS

Surveys are still an integral part of the measurement/research
process
• Minimum of 200 people in any given
survey period
• Exposed to messaging through
social
• Not exposed to social
messaging

• Identify how you’re going to survey
people and on what frequency
• Preferably every quarter using
the same method so as to not
confuse respondents

• Offline research synergies
whenever possible
• Language and questions should
be similar


How often you measure depends on your thirst for information

• How dynamic is your
content going to be?

• How often are you going
to be expected to report
results?

• Do you have the internal
resources to handle
regular reporting
requirements?

• What social platforms
are you using to engage
your audience?

@CHUCKHEMANN ON TWITTER http://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/ #SMCSEA

SampleA Executive Dashboard: February 2012
Brand executive scorecard
Top Issue Areas by Volume
Channel Volume Reach

Brand A
534 influencer news 267,000
stories readers
▲ 5.3% ▲ 5.3%

1,272 social 165,360
media posts readers
▲ 11.6% ▲ 11.6%

517,660
3,982 followers
users
▲ 4.9%
▲ 4.9% Key Findings and Insights
• Brand A-related social media posts increased by
11.6%, signifying greater overall presence and
relevance in social media sphere
Reports of Brand A
Twitter protest
Brand A Social Media
donations to ALEC, • Healthcare reform issues received greatest
Summit; Americans for amount of media attention – continuing an
against TPP American Action Network,
Tax Reform takes upward trend.
agreement1 lobbyists.3
$140,000 from Brand A2
• IPAB-related news received large increase in
attention, due to upcoming legislative battle
• Social media volume spiked when Brand A was
tied in with various causes with high public
attention (i.e., TPP, ALEC donations, lobbying)
• By engaging citizens on issues with a Brand A-
favorable public opinion, Brand A can increase
share of volume and influence in conversation
• Twitter and mainstream media were responsible
for a majority of Brand A-related news sharing in
February.

SampleA Scorecard: February 2012
Brand full scorecard

Channel Volume Reach Engagement Themes Quality* Key Findings by Channel
65 likes, 14 Volume of Facebook posts was lower
910 1. Innovation
7 posts comments, 54/100 than January. However, overall
impressions 2. Patient Safety
▼ 36.4% 6 shares ▲ 2.1% engagement increased, showing
▼ 36.4% 3. Econ. Impact
▲ 6.3% value of targeted engagement.
# of tweets and Twitter engagement
87 11,310 100 1. Innovation
71/100 saw a downturn this month, which
tweets impressions retweets 2. Meds in Dev
▲ 9.2% ties into lower volume numbers
▼ 23.7% ▼ 23.7% ▼ 29.1% 3. Medicare Part D
across the board.
# of search phrases, as well as total
5,116 1,030,000 19,065 search to 1. Brand A
62/100 searches increased, showing effects
search phrases total searches site visits 2. Pharma
▲ 4.9% of website modifications &
▲ 6.0% ▲ 4.9% ▲ 5.7% 3. Brand A code
prominence of blog a.
1. Innovation Total number of blog posts
Blog A 22 11,000
8 comments 2. Patient/Drug 63/100 decreased. However, amount of
blog posts readers
0.0% Safety ▼ 5.8% engagement stayed level due to
▼ 31.3% ▼ 31.3%
3. HC Reform/Costs targeted, engaging content.
Blog B 167 Facebook 1. Innovation Although total blog visitors
694 page 694 page
likes, 28 2. Patient/Drug 62/100 decreased, overall engagement saw
visitors visitors
Tweets, 7 +1s Safety ▲ 4.9% a sharp increase due to increased
▼ 12.5% ▼ 12.5%
▲ 55.4% 3. HC Reform/Costs syndication and targeted content.
Brand A Amount of total page views
website 241,670 96,071 2.75 1. About
62/100 increased, indicating that readers of
global rank page views pages/visit 2. Research
▲ 4.9% Brand A.org are consuming more
-- N/A ▲ 1.2% ▼ 3.1% 3. News/Media
(Compete.com) information as time progresses.
Brand B 00:03:28 Amount of overall visits and unique
website 34,984 24,830 1. About
avg time on 62/100 visitors increased this month,
total visits
Contents are proprietary and confidential. unique visitors 2. Research
site ▲ 4.9% showing results of targeted
▲ 4.6% ▲ 8.2% 3. News/Media
▼ 3.7% engagement and website redesign.

A different way to measure content performance


Want more measurement examples?


This all seems so straightforward, right?
• Marketers are
overwhelmed by the
sheer amount of data
available

• Unclear on which metrics
are actually laddering up
to campaign goals

• Lack of clarity on how
often we should be
measuring

THE BIGGEST
REASON…NO
OBJECTIVE SETTING AT
THE BEGINNING

@CHUCKHEMANN ON TWITTER http://www.flickr.com/photos/eddidit/391622578/
#SMCSEA

Defining and Measuring Influence


Several open questions related to online influence

• Do brands even care about more rigor?

• Is quantitative analysis more important than qualitative
assessment?

• What’s the ideal balance between automation and human
intervention?

• What are some metrics we can use to define influence?


Lets say I’m building a list of gardening influencers…

Michael Brito reaches a
large audience online

• 40,000+ followers on
Twitter
• On 2,127 Twitter lists
• Almost 3,000
subscribers on
britopian.com
• Almost 500 photos on
Flickr

Does Michael ever write
about gardening? NO


Now what about my mother…

My mom reaches a much
smaller audience than
Michael:

• About 1,300 followers
on Twitter
• On 65+ lists
• Has a small personal
blog for gardening
• Posts some photos on
Flickr

BUT! She’s hosted
#GardenChat and tweets
regularly on gardening


The answer to the question about quantitative vs. qualitative is
both… of course!

Who is a bigger gardening influencer?

The answer is clearly @SusanHemann. Sorry, Michael. Womp. Womp.


Which is better? The human or the robot? BOTH!
• Gather large amounts of data
quickly and in one place

• Serves as a starting point for
list of influencers

• Be a central repository for
information about influencers

• Gut check for manual research
• Define data parameters/needs

• Gather and assess a large amount of
data coming from an automated
solution

• Judge who from a data set is truly
influential for a given category

<50 people drive share of conversation about a brand online

Thousands of Millions of Hundreds of 50 Top
40+ Metrics.
key phrases. webpages. Outlets. Influencers.

• Have complete clarity
into who influences your world, and
how to reach them with your content.

Does anyone read this?

Systematically Develop Your Influencer Network
Systematically develop your online syndication network

1 9 90

Meme Muse Meme
• Top influencers – 1% or • 2nd concentric circle of • Like-minded customers who
less who reach the world influence – where the are not yet connected to the
of your current and top influencers get their brand.
potential customers. content and ideas. • Important to educate them,
• Important to build • Important to surround provide a unique experience,
relationships here. sound paid + earned and share audiences with
media. others

Bringing this all together…

• Lots of data points so define your date range – 12
months preferred
• Ranking only matters so much in the final analysis
• Think about a person’s online presence in it’s entirety
• Relative weight of reach, relevance and syndication
will vary by type of influencer analysis

CRITICAL TO REMEMBER THIS IS JUST A
SNAPSHOT IN TIME! IT CAN (AND WILL) CHANGE)


WAIT! CHUCK! Aren’t you going to talk about Klout?


THANK YOU!
Chuck Hemann
Director, Analytics
Social Media Club Seattle
March 20, 2012


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