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Gilligan's Guide to Analysts as Community Managers' Best Friends

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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

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Gilligan's Guide to Analysts as Community Managers' Best Friends

  1. 1. The Community Manager‟s BestFriend: You @tgwilson / gilliganondata.com
  2. 2. Gilligan on Gilligan onan Island Data @tgwilson / gilliganondata.com
  3. 3. CPG RETAIL TECHNOLOGY @tgwilson / gilliganondata.com
  4. 4. We are a digital optimization agency.Our team helps you align quickly, test faster, failfaster, learn faster, decide faster and change faster.We get you clearheaded @tgwilson / gilliganondata.com
  5. 5. Community ‣ Well-intentioned and earnest Manager ‣ Likable ‣ Open to feedback @tgwilson / gilliganondata.com
  6. 6. The Analyst ‣ Multi-faceted ‣ Supporting the star of the show ‣ Key to delivering great ratings! @tgwilson / gilliganondata.com
  7. 7. @tgwilson / gilliganondata.com
  8. 8. @tgwilson / gilliganondata.com
  9. 9. The start of our3-hourtour… @tgwilson / gilliganondata.com
  10. 10. The start of our30-minutetour… @tgwilson / gilliganondata.com
  11. 11. What does “social mediaanalytics” even mean? @tgwilson / gilliganondata.com
  12. 12. Influence Listening Data RTs Facebook Insights MonitoringMetrics Dashboards ROI Sentiment Analysis Klout Score Big Data Virality @tgwilson / gilliganondata.com
  13. 13. @tgwilson / gilliganondata.com
  14. 14. There are many different uses for the data.AnalyticsPerformancemeasurement, analysis, optimizationMonitoring and ModeratingFacebook posts, tweets by the brand, uploadedYouTube videosListening (and Learning)Brand mentions, trending topics among targetconsumers @tgwilson / gilliganondata.com
  15. 15. There are sooooomany tools! @tgwilson / gilliganondata.com
  16. 16. @tgwilson / gilliganondata.com
  17. 17. @tgwilson / gilliganondata.com
  18. 18. Channel-Provided DataFacebook Insights, YouTube AnalyticsPlatform APIs:PageLever, Prosodic, Twitalyzer, TweetReach, Repinly, ...Social Relationship Management(SRM) ToolsVitrue , BuddyMedia, ContextOptional, Shoutlet, Hootsuite, …Online Listening PlatformsRadian6, SM2, Sysomos, Syncapse, …Site-Side AnalyticsAdobiture, GoogleAnalytics, Coremetrics, Webtrends, ForeSee, OpinionLab,…“Influencer” CalculatorsKlout, PeerIndex, … @tgwilson / gilliganondata.com
  19. 19. Channel-Provided Analytics Data Social RelationshipMonitoring and Management (SRM) Moderating Tools Listening Online Listening(and Learning) Platforms @tgwilson / gilliganondata.com
  20. 20. What data do we want? Will it really be actionable? Is this data “available?” No tool can violate the physics of the internetDo 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. 21. The ROI of Social Media @tgwilson / gilliganondata.com
  22. 22. @tgwilson / gilliganondata.com
  23. 23. Two Magic QuestionsWhat do we want to accomplish?How will we know if we‟ve donethat? @tgwilson / gilliganondata.com
  24. 24. @tgwilson / gilliganondata.com
  25. 25. @tgwilson / gilliganondata.com
  26. 26. @tgwilson / gilliganondata.com
  27. 27. Gaining Exposure Fostering Dialogue PromotingFacilitating Support Advocacy Generating Spurring Innovation Interaction @tgwilson / gilliganondata.com
  28. 28. But I have to show business value! @tgwilson / gilliganondata.com
  29. 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
  30. 30. @tgwilson / gilliganondata.com
  31. 31. Analysis andOptimization @tgwilson / gilliganondata.com
  32. 32. Community Manager‟s QuestionTranslate to a Testable HypothesisDetermine How Best to TestConduct the Test / AnalysisDeliver (and Apply) the Results @tgwilson / gilliganondata.com
  33. 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. 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
  35. 35. Friends don‟t let friends… @tgwilson / gilliganondata.com
  36. 36. Analysts don‟t let CommunityManagers… @tgwilson / gilliganondata.com
  37. 37. …obsess about automatedsentiment analysis @tgwilson / gilliganondata.com
  38. 38. …obsess about automatedsentiment 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
  39. 39. Automated sentimentanalysis IS a useful way to filter @tgwilson / gilliganondata.com
  40. 40. Analysts don‟t let CommunityManagers… @tgwilson / gilliganondata.com
  41. 41. …obsess about finding “influencers” “We‟re going to shoot a viral video.” @tgwilson / gilliganondata.com
  42. 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. 43. …obsess about finding “influencers” “We‟re going to pay a company to dramatically boost our search rankings.” @tgwilson / gilliganondata.com
  44. 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. 45. Klout is a useful way to gauge“high” vs. “low” social activity @tgwilson / gilliganondata.com
  46. 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
  47. 47. thanks @tgwilson / gilliganondata.com
  • MartinLund1

    Oct. 11, 2012
  • OhMyFreudr

    Oct. 8, 2012

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

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