developing a social intelligence program - fsmu

Social Media Analytics

The Guide to Metrics and Tools

WARNING: I AM A MATH GEEK!

We just finished this campaign, can you help us develop the metrics to show our value?

• Too many communications professionals ”“

Here’s last quarter’s media analysis and last year’s brand tracking data. Can we schedule a meeting to

review the 75-slide deck?• Too many research professionals ”“

Wow, did you see the opinion shift on today’s dashboard? That story’s really working. Let’s amp it

up with some new content tomorrow.• The opportunity in front of us ”“

Marketers are currently swimming in data

People and brands send more than 340m tweets per day

People on Facebook share more than 684,000 bits of content per day

People upload 72 hours of new video to YouTube every minute

Google receives over 2 million search queries a minute

• Open, unfiltered channels

• Real-time market-driven conversations

• Engaged customer and partner communities

• Early warning system for competitive intelligence

• Lots of noise to filter, but plenty of valuable signal

Social Channels = New Frontier for Research

Real-TimeIntelligence Gathering

Weekly Analysis & Monthly

Dashboards

Are our messages getting through with visibility and scale?

Are we shaping the content and conversation we want?

Are we fostering greater advocacy from influencers and consumers?

Are we a part of the conversation when it counts?

“Prove”Use data to track and reportmetrics, KPIs, business value

“Improve”Provide inbound insights to inform decisions and optimize programs

Most companies take a two-pronged approach to measurement

Social Media ListeningImprove

Making social data work outside of PR/marketing

• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy

• Discover the data

• Analyze the data

• Segment

• Develop insights

• Execute based on those insights

• Requires central source for listening with organization

Where do we get started?

1. Use the “right” tool(box) for the job.

2. Develop a social intelligence supply chain.

3. Institutionalize standard metrics and models.

4. Determine the right reporting cadence.

5. Verify software tools with analyst hand coding.

6. Plan protocols for real time crises.

7. Build a team who understands the business.

Key elements of success…

• Don’t ask: “What tool should I use?”

• Instead ask: “What toolbox do I need?”

• So, what’s in the toolbox?• Social media aggregator (Radian6, Sysomos, etc.)• Owned media insights (Facebook, Twitter, etc.)• Engagement tools (Tweetdeck, Hootsuite, Jive, etc.)• Web and search analytics (Google, Omniture, etc.)

Think “toolbox,” not tool

Workflow functionality

Nine elements to evaluate a social media listening tool

Social Conversation

Tool

Social Conversation

Tool

TextData

Non-Text Data

ReportingReporting

Internal Engagement

Team

Internal Engagement

Team

DashboardsDashboards

Feedback Loop /

Optimization

Feedback Loop /

Optimization

Developing your social intelligence supply chain

• 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

Framing your reporting approach around the Five W’s

In-HouseBusinessAnalyst

In-HouseBusinessReporting

Business/Brand #2

Social COE Stakeholders

Agency Partner(s) &External Analysts

In-HouseBusinessAnalyst

In-HouseBusinessReporting

Business/Brand #1

Social COE Stakeholders

Agency Partner(s) &External Analysts

In-HouseBusinessAnalyst

In-HouseBusinessReporting

Business/Brand #3

Social COE Stakeholders

Agency Partner(s) &External Analysts

In-HouseBusinessAnalyst

In-HouseBusinessReporting

Business/Brand #4

Social COE Stakeholders

Agency Partner(s) &External Analysts

Plan the human resources, not just technology

• Take advantage of existing training programs

• Start with a core team of people within the company

• Spread training program to other parts of the organization gradually

• Hands-on training as much as possible

• Create incentives/requirements to complete training programs

Putting together an effective training program

Full Awareness / Understand Timing / Linkage Full Awareness / Understand Timing / Linkage

Modern Day Issue Management

-180 +180Prepare for Media Call

Optimize Search

Profile Pro / Con

Influencers

Profile Pro / Con

InfluencersKnow SOC

Volume

Know SOC

Volume

Know (-)

Words

Know (-)

Words

Identify Issues (>90% are Known)Identify Issues (>90% are Known)

Right Influencers

Right Influencers

Right Words

Right Words

Right Content

Right Content

Correct HistoryCorrect History

ISSUE HITS

Content Syndication

Network

Content Syndication

Network

Right 3rd

Parties

Right 3rd

Parties

Right Story

Right Story

Brief / Get to Know the Influencers

Brief / Get to Know the Influencers

Place Right

Content

Place Right

Content

Tag the Right Words

Tag the Right Words

Macro Industry IssuesMacro Industry Issues

Create an early warning

system.

0

Monitor even after issue burns out.

SEARCH LEADS TO RIGHT CONTENT

REPORTERS INFLUENCED BY SEARCH + COMPANY

Modern day issues management

Developing your response protocol

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

Do you need the physical command center space?

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

Social Media MeasurementProve

Top metrics:

Two for reach/ exposure

One for preference,

One for action

What metrics are marketers tracking today?

• Understanding what your campaign goals and objectives are

• Conducting benchmark research

• Developing your strategy and tactics

• Execution of your campaign

• Measure and tweak

Landing on the right metrics should be a familiar process

3C’sContent Measures

Assess how contentis accessed, shared,

adapted and amplifiedacross various sites

and media properties

Conversation Measures

Analyze volume, content,sentiment and opinion

about companies/brandsacross sites and media

Community MeasuresAssess audience, reach,forums and “touch points”of company/brand content

across sites, media

Site MeasuresAssess the volume,

engagement, feedbackand reach of content

shared via company’sweb properties

Search MeasuresAssess the paid and

organic search rankingsfor company content,brands and keyword

associations

Syndication MeasuresAssess the volume,

engagement, sentimentand reach of contentshared via the web

3S’s

Three C’s and Three S’s of digital measurement

FACEBOOK TWITTER YOUTUBE FLICKRComments Clicks (or CTR) Subscribers Total Photo Views

Likes Retweets Total Video Views

Total Photo Uploads

Total Interactions Retweets/Post Views per Upload Average view per 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

Sample metrics across social media networks

• 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

Surveys are still an integral part of the measurement process

Daily:Media flow, news synopses, topline opinions

Weekly:KPI tracking, red flags, tactical decisions,

editorial planning, traffic/sales impact

Monthly:KPI trends and insights, strategy evaluation,program optimization, problem resolution

Hourly:Competitive alerts and crisis management

Quarterly:KPI executive reviews, strategy shifts,

problem escalation, cross-discipline impact

Annually:Business and comms planning, long-range strategy, KPI assessment and goal setting

Timely Intelligence Timely Decisions

Reports of Brand A donations to ALEC,

American Action Network, lobbyists.3

Twitter protest against TPP agreement1

Brand A Social Media Summit; Americans for

Tax Reform takes $140,000 from Brand A2

Key Findings and Insights•Brand A-related social media posts increased by 11.6%, signifying greater overall presence and relevance in social media sphere•Healthcare reform issues received greatest amount of media attention – continuing an upward trend.•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.

Brand A Executive Dashboard: February 2012

Top Issue Areas by Volume

Sample executive scorecardSample Executive Scorecard

Contents are proprietary and confidential.

Brand A Scorecard: February 2012

(Compete.com)

Sample Full ScorecardSample Full Scorecard

• 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

Where does the train come off the tracks?

THANK YOU!