The document discusses a methodology for quantifying social media data for consumer insights. It involves developing a social media measurement framework by identifying relevant search terms, benchmarking conversations, and extracting target data sets. Demographic data is then analyzed and refreshed quarterly to develop a social media scoring model that can provide ongoing tracking of key themes over time for strategic decision making.

1. Social Media Monitoring and ROI
Turning data into insights, and insights into outcomes

2. Agenda
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!

3. About The Speaker
Marcus Tewksbury is a product strategy and business development expert
with over 15 years of experience defining, marketing, and ultimately selling
new B2B marketing services and technology offerings.
Today, Marcus focuses on strategic development for Alterian, an integrated
marketing platform provider, where he advises key partners on messaging,
launching, selling, and delivering data driven marketing solutions. In this role
he also initiates and develops relationships with net new logos while building
storylines and definitions for new Alterian offerings.
Over his career he has successfully launched dozens of products that have
generated millions in revenue and been adopted by brands like Baxter,
Coach, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Tower Records, ULTA,
Walgreens, and Wal-Mart.
Marcus Tewksbury
Principal, Alterian Marcus is a frequent speaker, having appeared at events for the American
Marketing Association (AMA), Canadian Marketing Association (CMA), Direct
Marketing Association (DMA), Integrated Marketing Summit, The Economist,
Media Post, and Illinois Technology Association (ITA). His writing and
presentations have appeared or been cited in numerous publications like
Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth
Marketing Association (WOMMA). He has also been a guest lecturer at
numerous universities such as Georgetown, Northwestern, DePaul, U. of
Chicago, and York.
More on Marcus’s thought leadership can be found on his award winning
blog http://themarketingmojo.com.

5. Course Objectives
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity

6. Introductions

7. Social Media Maturity Model
Breaking down social media into specific disciplines

9. Origins of Online

10. Evolved into Disciplines
Search
Email
Web
Display

11. Social is adapting fast…

12. Social is adapting faster
1. Syndication 2. WOM Campaign
3. Community
4. Listen /
Measure

13. Building block of social media intelligence
Domain Terms
Handle
Location
Followers
Date
Post

15. SURVEY

17. Vendor Focus
PR
Media Product
MR

18. VENDOR
ANALYSIS

19. Selling Social Media
Connect with stake holders and communicate value

20. Rolling out the “red” carpet…

21. "You can make more
friends in two months by
becoming interested in
other people than you can
in two years by trying to
get other people
interested in you.“
- Dale Carnegie

22. How do
you
reach
and
move
them?

23. There are no ugly babies…

24. .. Focus on their needs

25. Where does it hurt?

26. Suspect Profile
Priorities: KPI’s:
1. Maintaining revenue levels • Circulation
2. Reducing circulation costs by mailing less • Cost per
3. Create new revenue opportunities with triggered • Store over Store Revenue
responses • Member / Non-Member Basket
4. Increasing response rates by leveraging new • Turn time
channels
5. Improving the customer experience by reacting to
their preferences
6. Build customer loyalty by delivering individualized
communications
7. Demonstrating financial contribution
Titles: Budget
• Director of Marketing Database Some likelihood this group will struggle to get incremental
• Senior Director, Circulation and Forecasting budget for capital projects. Much of funding is likely
• Senior Director, Business Analytics to come from cost savings generated by evolving
them off of traditional list processing in terms of
• Director of Application Development more efficient physical mailings and enablement of
• Marketing Database Manager cheaper channels.
• Senior Circulation Manager With exception, they aren’t going to be top of mind from
• Director of CRM an investment perspective.

27. Suspect Profile: “Spinners” (PR/Corporate Marketing)
Titles & Organizational Roles
•Senior Business Systems Consultant, Social Media & Digital Strategy (Corp.) – Drove process,
evaluation, feedback from stakeholders and decision-makers, etc.
•Director, Corporate Public Affairs (Corp.) – key stakeholder for corporate reputation; owned
budget
•Director, Social Media & Portals (Business Unit) – key stakeholder from product group; owned
budget
Top Concerns (Why we were in the room)
•Corporate reputation monitoring
•Adverse Events (AE) notification and reporting for drug therapies
Budget Timing
3-month paid pilot •From RFP to pilot
2 crisis management interventions •Pilot took 3 months
Competitive Interests (What can steal budget?) How we got into the room
•SM Monitoring companies •RFP out of 17 vendors
•Marketing/Digital Agencies •Won on strategic listening POV
•3-month paid pilot
•Engagement extended
Applicable verticals
•Pharmaceutical; Healthcare

28. Suspect Profile: __________________
Department & Title
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Common Problem (Why are they approach you? You them?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Stakeholder KPI’s (What are their goals? What drives their compensation?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Timing (Do they face any critical milestones? When do things have to be delivered?)
_________________________________________________________________
Budget (How much do they have to spend? Do they need buy-in from others?)
1. ____________________________________________________
2. ____________________________________________________

29. Tell a
story…

30. People don’t buy tools
Alterian Social Media Engagement Solutions

31. They buy outcomes

32. Breakthroughs can redefine
the problem
“If I had listened to what my
customers wanted, I would
have bred a faster horse.”
-Henry Ford

33. Solution Definition: __________________
Problem Solved (No cure-alls. Should be very specific on the problem solved.):
1. ______________________________________________
2. ____________________________________________________
3. ____________________________________________________
Answers (How do you solve the problem? Should address the root cause.):
1. ____________________________________________________
____________________________________________________
2. ____________________________________________________
____________________________________________________
Benefits (What will the stake holder gain from this solution ):
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Reference Stories (Nobody wants to go first. What precedent can you site?):
______________________________________________________
______________________________________________________
______________________________________________________

34. Solution Definition: __________________
Monetization (How will you argue the value created?):
Demonstration (Need to make message vivid. How can paint the mental picture?):
Elevator Pitch (How can you rapidly and concisely convey the value in your solution?):
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

35. Establish a plan of
attack

36. Present a compelling argument
PCAN Model
Define the Problem
State the Cause
Present your Answer
Argue the Net Benefits

37. Use the power of the pack

38. Recognize the “unwritten” Hierarchy

39. Always
monetize
the
benefit…

40. When is 2% not 2%?

41. When it translates to 5X
$ 10,948,054
VS.
$ 2,154,516

42. The Story of a Tiger

43. Tiger Woods’ “massive” decline was only 2%
2009 2010 % Difference
298.4 Driving Distance 292 2.14%
64.29% Driving Accuracy 63.19% 1.71%
68.46% Greens in Regulation 67.01% 2.12%
1.743 Putting Average 1.781 -2.18%
4.15 Birdie Average 4.06 2.20%
68.05 Scoring Average 69.65 -2.35%
28.44 Putts per Round 29.07 -2.22%

44. 6 Steps to Selling Your Idea
1. Identify your core audience
2. Diagnose their most pressing pain
3. Define an outcome driven solution proposition
4. Design a multistep plan of attack (PCAN)
5. Use the power of the pack
6. Monetize the solution

45. LUNCH

46. Crisis Management
What to do when it hits the fan

47. About The Speaker
Jim Reynolds is a seasoned sales executive who has specialized in early stage
start up’s. Throughout his career he has identified early stage companies
with cutting edge technology and taken it to broad set of fortune 500 clients.
With BlueTie, an email hosting company, he created a channel distribution
model and eventually recruited over 500 channel partners and increased
revenue for the division from less than a quarter million to more than 2.5
million over a two year period. Some of his marquee clients included
Genworth Financial, Remax, Coldwell Banker’s, and distribution relationships
with Ingram Micro.
Jim was recruited to do the same for Techrigy. Within a year Jim increased
Techrigy’s client base by 1500%. Some of his marquee clients include
Microsoft, Google, NASA, PayPal, Edelman, and Ogilvy.
Jim Reynolds
SMM Guru

48. Crisis Management?

49. We’ve All Made Mistakes

50. • Kenneth Cole
Tweeted on
February 3rd
• 6000%
increase in
conversation
volume
• 1 week after
volume drops
to 3 X normal
volume

51. • 80% of coverage
Negative
towards KC
• At peak over
90% was
negative
• Much like
volume
sentiment levels
out

53. Reaction & Resolution
• Huge Negative Public Reaction
• Public Apology Issued via twitter & facebook – VIA CEO
Learning
• Hashtag Jacking isn’t a brilliant marketing strategy
• Don’t assume your audience shares the same humor as you

54. • Chrysler Tweet
by Agency 3/9
& Fired on
3/10
• 870% increase
in conversation
volume
• Conversation
volume is
steadily
dropping

55. • 78% of coverage
Negative
towards Chrysler
• At peak over
85% was
negative
• Sentiment is
slowly leveling
out

57. Reaction & Resolution
• Publically Apology from Chrysler
• Rather nice blog post explaining logic why
• Employee (via agency) who tweeted was terminated
• Agency was then fired
Learning
• Honesty & Transparency is key
• Fast & Swift Response to resolve

58. How to avoid being trampled

59. HAVE A PLAN
How to be trampled on

60. Have the Right Team
How to be trampled on

61. Measurement

62. Quantifying SMM
For Consumer Insights

63. Everything stems from a mention

64. Quantifying unstructured data

65. Relating to decision makers
Financial Competitive
•NPV •Market share
•IRR •# of Markets
•ROI •Brand rank
•Margin •Indexes
•Revenue •Households
•LTV •Reach
•NPS Customer •Contribution

67. Methodology
Demographic Benchmark SSM
data set Report development
Refresh SSM
Demographic Q1 Report development
data set
Virtual Social Media Data
Refresh
ethnography: Measurement Analytics: Demographic Q2 Report
SSM
development
Discovery & : Identifying data set
learning Theme and extracting
validation to a target data
‘define’ target set reaching
demographic back over 18
months
On-going
tracking cycle

68. SM2 Searches
"cooking for allergies" "mother" and "Fairy Liquid" 1 Diet 1. Children's health
("kids" or "children") and "obesity" "mother" and "Fairy washing powder" 2 Health
("mother" or "mum") and "cleaning" "mother" and "Fairy dishwasher tablets" 3 Household cleaning 2. Domestic issues
("mother" or "mum") and "housework" "mother" and "Gillette"
86 unique, defining search 4 Family group 3. General family issues
10 aggregate categories
("kids" or "children") and "housework" "mum" and "Gillette" terms 5 Health 4. Mothers issues
("kids" or "children") and "chores" "mum" and "Lenor" 6 Back to work
"DD" and ("parent" or "family") "mother" and "Lenor" 7 Stay at home
"DS" and ("parent" or "family") "mum" and "Max Factor" 8 Work
"DH" and "family" and "kids" "mother" and "Max factor"
9 Bullying 5. Universal parenting issues
"DC" and ("parent" or "family") "mum" and "Olay"
10 Contraception
"mother" and "breast cancer" and "children" "mother" and "Olay"
11 Discipline
"daughter" and "cervical cancer" "mother" and "Oral B" 12 Divorce
"Mum" and "anxiety" "mum" and "Oral B" 13 Family friendly
"mum" and "stress" "mother" and "pampers" 14 Fostering
"mother" and "anxiety" "mother" and "Pantene" 15 Holidays
"mother" and "stress" "mum" and "pantene" 16 School
("mother" or "mum") and " back to work" "kids" and "pringles" 17 Sex
18 Travel
"Stay at home mum" ("mother" or "mum") and "sanitary towel" 19 Work
20 Budgeting
"working mum" ("mother" or "mum") and "hair care" 21 Let off steam 6. Social release
(“mum” or “mother”) and (“home working” or
("mother" or "mum") and "stains" 22 Socialising
“working from home”)
23 Always ultra 7. Target brands
"children" and "bullying" "family" and "stain removal"
"son" and "bullying" "kids" and "stain removal" 24 Duracell
"daughter" and "bullying" "kids" and "washing powder" 25 Fairy
"daughter" and "the pill" "kids" and "fabric softner" 26 Gillette
("kid" or "children") and "discipline" ("mother" or "mum") and "skin care" 27 Lenor
"Child" and "custody" and "Boyfriend" ("mum" or "mother" or "DH") and "scream"
28 Max factor
"Child" and "custody" and "girlfriend" ("mum" or "mother" or "DH") and "rant"
29 Olay
"divorce" and "children" and "custody" ("mum" or "mother" or "DH") and "moan"
"family" and "friendly" "meeting other parents" 30 Oral b
"fostering" and ("children" or "kids") "mother" and "Always Ultra" and "pads" 31 Pampers
("Kids" or "children") and "holidays" "mum" and "Always Ultra" and "pads" 32 Pantene
"family" and "holidays" "Managing" and "Family" and "Budgets" 33 Pringles
("kids" or "children") and "tuition fees" "living on a budget" and "children" 34 Feminine hygiene 8. Target categories
"Finding" and "Primary School" "Saving money" and "family" and "Kids"
35 Hair care
"Finding" and "Secondary School" "mum" and "Duracell"
36 Household cleaning
"daughter" and "boyfriend" and "sex" "mother" and "Duracell"
37 Laundry
"son" and "girlfriend" and "sex" "mum" and "Fairy Liquid"
38 Skin care
"teenager" and "sleeping together" "mum" and "Fairy washing powder"
"daughter" and "facts of life" "mum" and "Fairy dishwasher tablets" 39 Technology support 9. Mothers and technology
"son" and "facts of life"
40 Alcohol 10. Parenting teenagers
"children" and "games" and "car journeys" 41 Depression
42 Drugs
"children" and "entertain" and "car journeys" 43 Exams
44 Fostering
"working mother"
("mother" or "DH") and "let off steam" 45 Piercing
46 Sex
("mum or "Mother" or "DH") and "scream" 47 Sexualisation
48 Tattoos

69. Analytical Process
• Ran all keywords and themes for Christmas Period 2010
• Focused on blogs and message boards/forums
• Collected 105,000 conversations from a 6 week period
– Blogs/Forums/Message Boards (no Twitter or Facebook)
– www.mumsnet.com and www.netmums.com - most active sites
• In Analytics environment, focused on authors and domains
• Created a “Family Score” for each conversation
• Identified top 600 females and their top domains
• Created a data set of conversations from 600 “Super Mums” for key time
periods (summer and holiday seasons)
• Tracked activity and categories of conversations for “Super Mums”

70. • Relationships
• DH (Dear Husband)
• Step Parents/ Exes and their
partners
• Travel • Rules for custody
• Social issues • Money • Rules for introducing new
• Family friendly
• Campaigns & political • Budgeting partners to kids
locations
lobbying
• Offers and deals • Benefits - child and family • Letting off steam
• Young people's • Instant outlet
• Children’s activities
issues
• Local is key • Consumer advice • Searching for allies
• Women's issues • Seeking recommendation • Seeking emotional
• School holiday
• Local issues • Purchase locations validation
activities
• Child specialist purchases across
all verticals
• Schooling
• Working • Exams • Teenage Parenting
• Time management • Pressure, Stress • Social and Behavioural Issues
• Work Life balance • Revision techniques / Support • Drugs
• Returning to work after a career break • Finding a school • Talking to children about drugs
• Emotional support • Admissions • Dealing with impact
• Legal rights • Bullying • Information
• Working practices • Underage drinking
• Child care entitlements • Reassurance of moral / disciplinary stance
• Risks and impacts of drinking
• How to stop / manage kids drinking
•
• Boyfriends/girlfriends
• Setting and enforcing rules
• Teenage sex
• Safe Sex and Contraception
• Teenage pregnancy - fears, coping,
• Downtime / Social Time • Technical support
• Advice discussing
• Funnies & Banter • More confident to
• Products to use • Support to challenge situations
• Domestic bliss ask peers than
• Specialised cleaning needs • Fashion and clothing
• Social Gaming professional
• Stain removal • Dressing too maturely
• Celebrity gossip • Instant help
• Health related to cleaning • How to talk to teenagers about it
• Fashion and beauty (inc skin and • Security and parental controls
products • Risks
makeup) • Viruses • Piercing and tattoos
• TV and film reviews • Firewalls
• Book clubs - reviews and discussions • Selections of PC/Laptops
• Selections of games consoles

71. Virtual Ethnography

72. Exercise
Use the sample data to produce analytical reports for
different potential social media stakeholders.

73. Group Assessment
Building out the Plan of Attack

74. For your target

75. Let’s map out the influence tree

77. Plan meetings and goals
Exploration Build Base Discovery
Start down the chain. Start to target satellite Don’t approach
Begin to collect
information. Goal
later is to never ask a
+ influencers. Gather
their input and
incorporate into
+ decision maker
directly. Look for the
entré.
+…
question you don’t offering. Give them
know the answer for. ownership to build
support.

78. What story does your data tell?

79. Wrap Up

80. Objective Recap
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity

81. SURVEY

82. Social disciplines
WOM Syndication Community Applied
Insight
Soliciting influential Freely distributing Actively foster and Social media serves
advocates to go owned content promote as the worlds
forth and across earned engagement in greatest virtual
proselytize for your networks. Social relevant ethnography. The
brand or product. reach drives communities. next doorways are
impressions. to applying it in
meaningful ways.

83. Social is ubiquitous
?
CMO
Executive
Creative FP&A
Director
CMTO
?
? ? ? ?
Insight /
Brand / Vendor
Research / Online In-store Media Loyalty CRM
Management
Analytics
BI Email ? Planning
Database
Marketing
Analytics Ecommerce ? Print Email
Insight Search Display Customer X
Social ? TV

84. Social is not always well received

85. Need to sell your ideas

86. Remember the 6 Steps
1. Identify your core audience
2. Diagnose their most pressing pain
3. Define an outcome driven solution proposition
4. Design a multistep plan of attack (PCAN)
5. Use the power of the pack
6. Monetize the solution

87. Resources
Social ROI Social Strategy
• http://womma.org/store/measurement/ • http://themarketingmojo.com
• http://about.bzzagent.com/word-of- • http://www.socialnomics.net/
mouth/go/social-media-roi • http://www.collectiveintellect.com/blog/
• http://allthings.womma.org/2010/02/11/g Community Building
uidebook/ • http://slideshare.net/conniebensen
Media Mix Modeling Social Media Crisis Plans
• http://www.networkedinsights.com/down • http://www.web-
loads/2011-Oscars-Report-Networked- strategist.com/blog/2010/03/22/prepare-
Insights.pdf your-company-now-for-social-attacks/
Social Media Monitoring • http://www.slideshare.net/kamichat/10-
• http://sm2.alterian.com (Free) steps-integrating-social-media-into-
• www.socialmention.com (Free) crisis-plans
• Google Alerts (FREE)

88. Questions?
THANK YOU!
Marcus Tewksbury
Principal, Alterian
tewksbum@alterian.com
+1 312 884 5330
www.twitter.com/tewksbum