Tim Wilson's Boston eMetrics 2012 presentation of tips and approaches that enable analysts to be highly effective and highly valued through the multi-faceted ways they support their community managers. This presentation is also available on YouTube (with voiceover) at: http://youtu.be/4kW5J8dj46k
4. We are a digital optimization agency.
Our team helps you align quickly, test faster, fail
faster, learn faster, decide faster and change faster.
We get you clearheaded
@tgwilson / gilliganondata.com
5. Community ‣ Well-intentioned and earnest
Manager ‣ Likable
‣ Open to feedback
@tgwilson / gilliganondata.com
6. The Analyst ‣ Multi-faceted
‣ Supporting the star of the show
‣ Key to delivering great ratings!
@tgwilson / gilliganondata.com
14. There are many
different uses for the
data.
Analytics
Performance
measurement, analysis, optimization
Monitoring and Moderating
Facebook posts, tweets by the brand, uploaded
YouTube videos
Listening (and Learning)
Brand mentions, trending topics among target
consumers
@tgwilson / gilliganondata.com
19. Channel-Provided
Analytics
Data
Social Relationship
Monitoring and
Management (SRM)
Moderating
Tools
Listening Online Listening
(and Learning) Platforms
@tgwilson / gilliganondata.com
20. What data do we want?
Will it really be actionable?
Is this data “available?”
No tool can violate the physics of the internet
Do we already have a tool that will work?
The grass is always greener…
What tools are others using for this?
Beth Kanter, John Lovett, Twitter, Forrester…
Quick trial of the most promising tool(s)
Be wary of “we don’t offer a free trial”
@tgwilson / gilliganondata.com
21. The ROI of Social Media
@tgwilson / gilliganondata.com
28. But I have to show
business value!
@tgwilson / gilliganondata.com
29. Causal Modeling
Social Media Objectives Business Outcomes
XXXX included in
consideration set for
<category> purchases
Increase the
reach of the Expose target consumers
who are not current
XXXX brand customers to the brand
Increase XXXX exposure
through consumers‟ social
Promote graphs Increase XXXX
advocacy of the sales
Increase loyalty to the XXXX
XXXX brand brand for customers (by
facilitating advocacy)
Foster dialogue Increase brand affinity for
XXXX
with consumers
@tgwilson / gilliganondata.com
32. Community Manager‟s Question
Translate to a Testable Hypothesis
Determine How Best to Test
Conduct the Test / Analysis
Deliver (and Apply) the Results
@tgwilson / gilliganondata.com
33. ‣ How often should we
post?
‣ What days of the week
are most / least
effective?
‣ What times of day are
most/least effective?
@tgwilson / gilliganondata.com
34. ‣ How often should I post/tweet?
‣ When should I post/tweet (time of day / day of
week)?
‣ What type of posts/tweets are most effective
(videos, links, questions)?
‣ How do proactive (planned) vs. reactive
(response) posts/tweets work differently?
‣ How is paid (social) media affecting my ability
to “organically” reach consumers?
‣ …
@tgwilson / gilliganondata.com
38. …obsess about automated
sentiment analysis
“Positive” Tweets “Negative” Tweets
‣ “goodbye to working as a cashier at ‣ “My mom says we dont have
<the retailer> to working in the bakery money but yet shes at <the
at <a competitor> #whatilovetodo retailer>… Thats bullshit”
#excited #cantwaittostart”
‣ “When people give away <coupons
‣ “amazing rainbow at for the retailer> <<<< idiots”
<the retailer>
‣ “Hate the shirt I’m wearing, going
instagr.am/p/O4JUXxXxXx/”
to attempt a blitz shopping trip to
‣ “So happy tomorrow is my last day at <the retailer> before school. Wish
<the retailer>” me luck!”
@tgwilson / gilliganondata.com
41. …obsess about finding “influencers”
“We‟re going to shoot a viral video.”
@tgwilson / gilliganondata.com
42. …obsess about finding “influencers”
“We‟re going to roll out a new CRM
platform that will enable 1-to-1
marketing!!!”
@tgwilson / gilliganondata.com
43. …obsess about finding “influencers”
“We‟re going to pay a company to
dramatically boost our search rankings.”
@tgwilson / gilliganondata.com
44. …obsess about finding “influencers”
“We‟re going to identify „influencers‟
whose endorsements of our brand will
drive members of their social graph to
buy, buy, BUY!!!”
@tgwilson / gilliganondata.com
45. Klout is a useful way to gauge
“high” vs. “low” social activity
@tgwilson / gilliganondata.com
46. Best Friends:
‣ Build and maintain a
strong relationship
‣ Have a high level of
mutual trust and respect
‣ Support each other
through collaboration
@tgwilson / gilliganondata.com
Social media workVS Mission Control – big chunk of money…so started to become “anything that is any way related to any social media channel or social media analytics platform”
…sometimes flustered and a bit cluelesshttp://lifeasahuman.com/2010/humor/completely-useless-mnemonics-for-your-daily-life/
You have to get a little academichttp://www.gilligansisle.com/images/professor/prof4.jpg
Be clear on what you’re doing (and help the community manager be clear on what they’re doing and how you’re supporting).http://www.gilligansisle.com/images/crew/lunar%20pose.jpg
(You have to dive in and do the work – pragmatically)
Be clear on what you’re doing (and help the community manager be clear on what they’re doing and how you’re supporting).http://www.gilligansisle.com/images/crew/lunar%20pose.jpg
How many people attended John Lovett’s session earlier today?I CANNOT endorse his book strongly enough. In the context of performance management, the “six likely social media objectives” in Chapter 4 and 5 are an outstanding starting point. And, he includes pseudo-formulas for KPIs for each each of these objectives. Turning those into Twitter-specific formulas with the right tools in hand is a snap.Get the book.
This is an extreme example, but the reality is closer to this anecdote than you might realize. Below are some tweets flagged as “negative” through Radian6’s automated sentiment analysis related to a major retailer:“My mom says we dont have money but yet shes at <the retailer>… Thats bullshit”“Every since I started working at <the retailer> I’m good as hell at flipping percentages”“When people give away <coupons for the retailer> <<<< idiots”“Hate the shirt I’m wearing, going to attempt a blitz shopping trip to <the retailer> before school. Wish me luck!”It’s easy to see why each of these got flagged as negative, and it is easy to see how largely impossible it would be for an automated platform, with nothing else to go on than the characters in each tweet, to have done a better job. The same challenge occurs with positive sentiment. Tweets for the same retailer that were identified as having positive sentiment:“goodbye to working as a cashier at <the retailer> to working in the bakery at <a competitor> #whatilovetodo #excited #cantwaittostart #makingmoney”“amazing rainbow at <the retailer> instagr.am/p/O4JUXxXxXx/”“So happy tomorrow is my last day at <the retailer>”“Management meeting then off to B&N and <the retailer>, thank goodness everything is located on the same busy street! ”
This is an extreme example, but the reality is closer to this anecdote than you might realize. Below are some tweets flagged as “negative” through Radian6’s automated sentiment analysis related to a major retailer:“My mom says we dont have money but yet shes at <the retailer>… Thats bullshit”“Every since I started working at <the retailer> I’m good as hell at flipping percentages”“When people give away <coupons for the retailer> <<<< idiots”“Hate the shirt I’m wearing, going to attempt a blitz shopping trip to <the retailer> before school. Wish me luck!”It’s easy to see why each of these got flagged as negative, and it is easy to see how largely impossible it would be for an automated platform, with nothing else to go on than the characters in each tweet, to have done a better job. The same challenge occurs with positive sentiment. Tweets for the same retailer that were identified as having positive sentiment:“goodbye to working as a cashier at <the retailer> to working in the bakery at <a competitor> #whatilovetodo #excited #cantwaittostart #makingmoney”“amazing rainbow at <the retailer> instagr.am/p/O4JUXxXxXx/”“So happy tomorrow is my last day at <the retailer>”“Management meeting then off to B&N and <the retailer>, thank goodness everything is located on the same busy street! ”