monitoring analytics workshop marshall sponder for london - march 26th presenation

Success

Story

Social Data

Some of what is covered in this session

• Going from 0 to 60 MPH with

measurement using simple

analogies

• Make sense of the Platform

Landscape.

• Pick the right platforms and

metrics.

Social Intelligence – Making sense of Social Media Messages

Social Scoring – Analyze social profiles and organize it in your own

unique way to you can act on the information.

Social Marketing Management – Building your Brand through

interactions with customers, or in our case, students.

Analytics – Campaign and performance data with Industry benchmarks.

IT/Unix SEO /Web

Analytics

CORPORATE MKG /PR

ANAL

Artist

What are the Right Tools for your business?

Hybrid Data

UV Data

Social Intelligence

Usable Information

Social

CRM

POS

email

Search

Offline

WOM

Businesses already have a lot of

data, they need understanding in

order to get the full value from it

– that is more frequently the case

than needing to master “Big

Data”.

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Structured Unstructured

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Log based Web

Analytics,

FeedBurner

Various Widget

Analytics Platforms

Various Chat Room

Analytics

Various Message

Board Analytics

Log based Web

Analytics,

FeedBurner

Various Video

Analytics Platforms

Various Photo

Sharing Analytics

Platforms Twitter Analytics and

Awe.sm

Web Analytics,

Google Analytics

Mobile – Flurry,

MixPanel, Adobe

SC

Cust

om

izati

on

Req

uir

ed

Tim

e Sp

ent

– D

ata

Cle

an

ing

Free or Low Cost

Up to 5K ~month

5K-20K ~month

Previous Business Investment/ Size

Cust

om

izati

on

Req

uir

ed

Tim

e a

nd

Cost

Business Value and Customer Type / Need

Cleaned & Structured

Data

Structured Data Dirty Data

Cust

om

izati

on

Req

uir

ed

Tim

e a

nd

Cost

Business Value – Context Sensitive

Cleaned & Structured Data

Structured

Data

Dirty

Data

• The Data they can access and store

UNSTRUCTUED

DATA

• Problems platforms able to solve

PROBLEM DEFINATION • Workflow to

surface the right data

Surfacing Data

Social

CRM

POS

email Search

Offline

WOM

Proximity Based Communications

3D Printing

Collaborative Consumption

Gesture Based Interfaces

Virtual Reality

Quantified Self

Quantified World

Digital Screen Experiences

Power Everywhere

Social

CRM

POS

email

Search

Offline

WOM

Proximity Based Communications

3D Printing

Collaborative Consumption

Gesture Based Interfaces

Virtual Reality

Quantified Self

Quantified World

Digital Screen Experiences

Power Everywhere

x

x

x

x

x

Karate Kid / Starfleet Academy

Master small steps, combine them

effectively,

& win the Championship,

should work with most subjects

INTRO BASIC ADVANCED

(History/Context) (Getting Setup) (Specifics )

I have taken my students from knowing next to nothing about Social

Media and Analytics to a place where they can be very articulate

consumers and leverage the technologies

“Professor Sponder, I’d like to thank you for an amazing class this

semester. I learned so much to supplement my knowledge of social

media, and I plan to use several of the ideas I learned here in both my

personal (blog) and professional (Current TV) life.” -Caitlin (Fall 2012)

I just wanted to thank you for providing this class at Rutgers. … Social Media for the Arts has given me a new sense of hope that I could use the skills learned in this course towards pursuing a career in online promoting and advertising in the entertainment business.

Adrianna M. (Spring 2013)

‘This is the most interesting, interactive and

inspiring course that I have taken thus far and I

know that I will take the plethora of information

learned in this class and use it towards my future

endeavors. ”

Choosing the best solutions

As a marketer,

you will want

to choose, use,

and measure

the

effectiveness

of your

messaging.

Facebook Edgerank

Funnels and

attribution

Using Data to tell a Story

Tips for Google Analytics

Track Every Page & Action on Your Site

Ecommerce - Sales

Set Goals – Not Just Sales

Sign ups

Form Fills

Share info with others

Adwords Integration – What campaigns convert in to

successful Goals

The biggest challenge is

“hooking up” these

systems so the information

actually makes sense to

business owners

Source: http://oursocialtimes.com/what-salesforce-

coms-acquisition-of-radian6-means-for-businesses/

Source: http://www.socialmediaexaminer.com/social-

media-marketing-industry-report-2012/

Consumer Research

Listening for Insights

Rich Categorization

NLP (machine learning)

Social Media Coverage

PR Monitoring & Support

Listening and Engagement

Traditional Media

Coverage*

Influencer Identification

Topic Categorization

Social Campaigns

Automating of the engagement

Workflow

Operational Metrics

Low-Latency

Care of Gary Angel – Semphonic.com

Source: Semphonic.com

MixPanel for app Click act

Sailthru

Sonar.me

website

Google Analytics

AWE.SM

Facebook Analytics

Twitter Analytics

Free Paid Paid

Source: http://www.somemo.at/?p=1037

Caveat:

Changing

Tools

changes

The

Results

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

2/3 of the sales are coming from Internal and External Agencies

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

These could be the wrong reasons to use platforms in my opinion

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

Many vendors would like to sell their services to the top 6.6% of the customer base. But most people here at #measure13 want much less expensive solutions. Also, they don’t understand differences in offerings.

Source: http://allinfographics.org/social-media-monitoring-tools-

facts-and-how-to-use/

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

The dissatisfaction or “look warm appreciation” of 66% is probably tied to purchasing services while not fully understanding their limitations or best uses of the platforms or the data they provide

Goal(s): Audience:

Location: Timing :

Vehicle (how your going to do it): Venues (where your going to do it):

Message (Call(S) to Action):

Product / Service / Program

Metrics/KPI’s

among

through/ with

ask fans and customers to

Regarding our

Where Success will be judged by

Always Have a Plan

Source: http://swilliamsjd.wordpress.com

Unaware,

need

information

Have some

awareness of

what’s

needed but

quite can’t

articulate it

and not sure

what it looks

like for their

organization

or biz req.

Know what’s needed

and trying to find the

best solution, will spend

the money and time to

develop or find it x

Technology evolving very quickly, faster than the

systems and rules in place to deal with it.

What I shared with you today would not have been

possible to do even a few months ago.

That’s why, I believe, we need to understand what are

needs are and be willing to experiment in order to find

the best solutions.

Culture Concept Map–

Using Facebook Graph Search –

Singers Percussionist

Violinist

Pianists

Flutist

Cellist

Pianists

MGSA Pianists

follow innovators such as

The Beatles and John Mayer, yet they also play it safe and are low risk takers. Pianists like living near the edge yet

still be protected from harm.

Engage Pianists for eCollege by appealing to their

contemporary urban image, give them free Starbucks cards

and Gap Coupons checking out courses and

taking edgy but safe tests. The investment in eCollege

should also be a safe bet.

Singers

MGSA Singers

higher education and refined

culture (NPR) along with a wry sense of humor

(The Colbert Report), Science Fiction (George Takai)

however they are also deeply interested in contemporary music (Spotify) and self promotion.

Engage Singers into eCollege by stressing the cultural

knowledge and cult learning they will get by enrolling in

some of the more innovative courses. Also, as singers are

by nature a more curious group with diverse interests

working humor and sci-fi into the course

material will be popular

with them.

Violinists

MGSA Violinists

have a definite “Sci-Fi Pop

Edge” with their interests in Dr. Who,

Dr. House and 30 Rock. These are people who

want to be entertained and consider themselves

sophisticated (House), looking for “gotchas” and “Catch-22’s”

Engage Violinists into eCollege by getting them into

episodic storytelling. Violinists want to know how the

learning they get via eCollege helps them solve life’s

complicated problems. As violinists are a main part of

most orchestras and chamber music, making the

most of their skill is also something

they want addressed.

Percussionists

MGSA Percussionists

clearly like physical sports such as Rutgers Football

but they are more clearly interested in non- profit and

humanitarian aid due to their altruistic nature.

Engage Percussionists in eCollege by appealing to their

need to Save the World – reach the at fundraisers and races

for the cure.

Show them how the course will not only satisfy their

deep need for physical contact but also how

their learning helps others.

Cellists

MGSA Cellists

have a need to congregate and meet people (Panera

Bread and Times Square NYC) and for visual and

auditory stimulation. Cellists appear to be social animals

and enjoy working in a group, like mobile devices and are constantly calling their friends and family.

Engage Cellists into eCollege by emphasizing the

flexibility of remote training that can fit into their diverse

activities while on the go. Cellists are interested in a

good story (Inception) and want to be up on the

latest technologies, right up our Alley. They may

also like the mobile capabilities of

eCollege

Flutists

MGSA Flutists

are similar to the Cellists in their love of

mobile (Samsung Mobile USA),but also are readers of

contemporary culture (Complex Magazine) and lovers of high fashion (Chalany High Heels) and elegance.

Engage Flutists with the elegance of the eCollege solution.

As they love fashion and culture, provide them with

courses they can easily take that will provide

Fashion and High Art.

How Accurate are Facebook Likes

as a Predictor of Personality?

Case Study – Charles Bivona – NJPOET.com

Use Facebook Persona Profiling

Audience Case Study

Charles Bivona – NJPOET.com Top 500 Pages

High IQ (The Godfather, The Colbert Report, The Daily Show, Lord of the

Rings Trilogy, Tyler Perry)

8,606,923 like this

Affinities:

Fight Club,

Batman: The Dark Knight

2,865,863 like this

Affinities:

The Daily Show,

The Office

3,736,790 like this

Affinities:

The Colbert Report,

The Office

11,632,513 likes

Affinities:

The Hobbit

Peter Jackson

8,613,738 likes

Affinities:

For Better Or Worse

Meet The Browns

Top 150 pages

These people like “well written” material, literary masterpieces and topical work that are

well received. The Godfather had endured for more than 40 years as well.

Social

CRM

POS

email Search

WOM

Proximity Based Communications

3D Printing

Gesture Based Interfaces

Virtual Reality

Quantified Self

Quantified World

Digital Screen Experiences

Power Everywhere

Offline

Collaborative Consumption

• Finding students to fill a music class

• Finding students to fill an art class

• Finding students to fill a cinematography class

• Finding students to fill a dance class

• Finding students to fill a Fashion class

• Finding students to fill a Photography class

High Precision Targeting at

a Low Cost using

Facebook’s Big Data

This ad targets 4,100 users: who live in the United States

who live within 10 miles of New Brunswick, NJ

between the ages of 18 and 22 inclusive who like #Inception, tyler clementi, #Spotify, complex magazine, #The Beatles, samsung

mobile usa or #The Daily Show who are in college

4. Undergraduate Advisors

dynamics uncovered,

explored and exploited

Spring 2012

67 active students

1 section(but

84 were on roster)

Fall 2012

51 students

2 sections

Spring 2013

100+ students

2 sections

2. Course “re-

authored” from

scratch by me. 400+

hours – curation

approach

3. Facebook page for SM&A

–

has 260 members –

Targeted adverting

5. RuTV Spot

6. #mgartr13

Manuscript

(permissions

pending)

The first 3

classes Academic

Advisors

hear this

and tell

their

students to

take your

course

Studen

ts talk

to

friends

Student

s

Positive

Stateme

nts

1. Technology is evolving so quickly We need to

spend more time understanding the technologies

so we can better use them (what #mgartr13 does).

2. We may have to change the way we look at New

Media using a curated approach.

3. The technologies touched on merge Arts with

Science and require new approaches and

methodologies.