social media measurement essentials to get out of data hell (sic 2014)

GET OUT OF DATA HELL:

Social Media Measurement Essentials

#SIC2014 #MakeSense

Adam SchoenfeldCEO, Simply Measured@schoeny

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Welcome to Seattle

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Twitter Predictions for SIC Attendees

WashingtonCalifornia

OregonMassachusetts

New YorkTexas

DCMaryland

VirginiaFlorida

OhioLouisiana

MaineMissouri

0% 10% 20% 30% 40% 50% 60% 70% 80%

75%8%

5%3%

2%1%

1%1%

0%0%0%0%0%0%0%

People Tweeting #SIC2014: Top States

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I’m not going to talk about setting objectives…

InnovationCollaborating with customers to drive future products and services

Customer ExperienceImproving your relationship with customers, and their experience with your brand

Operational EfficiencyWhere and how your company reduces expenses

Brand HealthA measure of attitudes, conversation and behavior toward your brand

Marketing OptimizationImproving the effectiveness of marketing programs

Revenue GenerationWhere and how your company generates revenue

BUSINESSGOAL

Source: Altimeter Group

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Even with great objectives we can end-up in data hell

Set ObjectivesSomething happens

Track all the data!

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The starting point is often “track everything”

- 100s of profiles- 100s of keywords- 1000s of users- 12s of brands and products- All the channels.

This happens even when we have great objectives

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Two concepts to help

- 5 Dimensions of Social Analytics

- Collect Understand Share

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5 Dimensions of Social Analytics

Performance MeasurementMeasure your brand activities

Market AnalysisAnalyze the social landscape

Social Marketing

Social Care

Audiences

Conversations Competitors

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Getting to Practical Data

Why Are We In Data Hell?

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Social Marketers love sizzle

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72% of the people in this room are on Ello #SIC2014

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When it comes to data…

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We want all the data!

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Are we worried about this?

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This has landed us in data hell

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Measurement remains a top challenge in social media

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Measurement remains a top challenge in social media

Measuring the performance of paid

social media ads Comparing paid social to other channels

Source: Forrester

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Multiple dimensions to this problem

Most difficult parts of measurement and reporting ranked on a scale of 1-5

Source: Simply Measured Survey

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Pain exists across the board

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It’s a marketer problem… not just for data scientists

From data-free marketing… To data-driven marketing…

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Data scientists & computers love bigger data

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Marketers need practical data

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How do get practical data in social media?

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Organize your world of social data

Performance MeasurementMeasuring your brand activities

Market AnalysisAnalyzing the social landscape

Social Marketing

Social Care

Audiences

Conversations Competitors

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Getting to practical data

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Collect is often what gets us in data hell

Dealing With Data Overload

DATAInsights & Results

RESULTS

INSIGHTS

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>50% of time spent on weekly reports is aggregating metrics

from each networkSource: Simply Measured

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Unique characteristics of social

Two way

Not controlled

Multidimensional

Public data

Inconsistent data

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Web Analytics vs Social Analytics

Web Analytics

Social Analytics

Single, controlled data source

Data comes from multiple disparate silos

Access is inconsistent from multiple tools & formats

Single point of access highly configurable

Automated analyticsTime spent on insights

Incomplete or useless insightsTime wasted in data hell

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Data janitor is not your job title

=

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Tie it to the 5 Dimensions

Social Marketing• Channels• Brand Profiles• Campaigns

Social Response • Social Care Profiles

Audiences • Owned Audiences• Target Audiences

Competitors• Channels• Brand Profiles• Campaigns

Conversations • Brands• Topics

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Metrics

Metrics + Analysis = Answers

What Next?

Why?

Was it good?

What Happened?

Analysis

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Tie it to the 5 Dimensions…

Social Marketing• Engagement• Reach• Business Impact (Brand/Revenue)

Social Response • Response Rate & Time• Business Impact (Cost/CSAT)

Audiences• Demographics/Behaviors• Influence• Engagement

Competitors• Engagement/SOE• Volume & Reach/SOV• Trends/Topics

Conversations

• Sentiment• Influence• Trends/Topics• Demographics/Behaviors• Business Impact (Brand/CSAT)

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Defining Your Key Metrics

Activity Metrics Business Impact

Engagement RateAudience

ReachImpressions

Share of VoiceResponse Rate & Time

RevenueLeads

Brand AwarenessCustomer Satisfaction

Cost Savings

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Intermission: Social ROI

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Intermission: Social ROI

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Don’t forget about sharing…

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Three questions to consider

• Stakeholders• Cadence• Format/Deliverable

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Social MarketingDaily

WeeklyMonthly

Social TeamDemand Gen Team

Exec TeamScorecard

Presentation

Social Response MonthlyQuarterly

Support TeamSocial Team

ScorecardDashboard

Audiences QuarterlyAnnual

Consumer Insights TeamMedia buyers

Social Strategy Presentation

CompetitorsMonthlyQuarterly

AnnualSales Team

Consumer Insights TeamDashboardScorecard

ConversationsWeekly

MonthlyAnnual

Marketing TeamPR Team

Support TeamExec Team

DashboardPresentation

Map to the 5 Dimensions

Recap

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If you are stuck here with social analytics…

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Get clear here…

Performance MeasurementMeasuring your brand activities

Market AnalysisAnalyzing the social landscape

Social Marketing

Social Care

Audiences

Conversations Competitors

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…and get practical data here

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Framework summaryCollect Understand Share

Social Marketing

Profiles: Brand, Stores (300)Channels: Facebook, Twitter, InstagramCampaigns: #BBBlackFriday, #HolidayOffer, etc.

Metrics: Reach, Engagement, Revenue.Analysis: Campaign Comparison, Cross Channel.

Cadence: Monthly Scorecard, Quarterly ROI Report.Audience: Social Team, Exec Team.

Social Response

Profiles: Best Buy SupportChannels: Twitter

Metrics: Response rate, Time.Analysis: Case Topics, Trends.

Cadence: Weekly ScorecardAudience: Social Team, Support Team

AudiencesOwned: BestBuy FollowersTarget: Gamers, Amazon.com Followers

Metrics: Growth Rate, Value.Analysis: Demographics, Influence

Cadence: Monthly audience acquisition analysisAudience: Social Strategy

CompetitorsProfiles: Walmart, Target, AmazonChannels: Facebook, Twitter, Instagram, Pinterest

Metrics: Share of Voice, Engagement.Analysis: Benchmarking, Content Tactics

Cadence: Monthly Competitive Benchmark, Quarterly Competitive Content AnalysisAudience: Social Strategy, Social Team

ConversationsBest Buy BrandGame SystemsGame Titles

Metrics: Volume, Reach.Analysis: Sentiment, Topics

Cadence: Quarterly AuditAudience: Social Strategy Team

#SIC2014 #MakeSense