umsl challanges for brand measuring social media -marshall sponder - april 2nd presenation - st...

Success

Brand

Social

Data

Story

IT/Unix SEO /Web

Analytics

CORPORATE MKG /PR

ANAL

What are Brand Using to Measure Social Media?

Hybrid Data

UV Data

Social Intelligence

Usable Information

Social

CRM

POS

email

Search

Offline

WOM

“What are my

customers

saying at the

point of

purchase?“

Source: Venuelabs

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

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

Hint – Focusing on Mobile/ geo-location helps

Even out this equation

Source: Venuelabs

Source:

http://www.ebizq.net/blogs/integrationedge/201

1/11/your-social-media-initiative---running-blind-

without-integration.php

Problem:

None of

these

platforms

natively

interfaces

with each

other

Source: Semphonic.com

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

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

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

Caveat:

Changing

Tools

changes The

Results

Source: http://kdpaine.blogs.com/themeasurementstandard/2012/06/index.html

Strategist

Writer

Analyst

Programmer

Graphic Designer

Caveat: this team

setup depends on

your company size

and goals

Source: Venuelabs

Tradition

al social

media

tools do

not

surface

this

content

Source: Venuelabs

Source: Venuelabs

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

1. Perform a needs assessment to better

understand your marketing needs and budget.

2. Determine time and resources to devote to SMM

and Integration work and create a realistic

plan to execute it.

3. Find/Develop Goals/Strategies/Tactics/KPI’s

that describe business performance in terms of

that data your platforms can produce, or

change the platforms.