developing a social intelligence program - fsmu
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Social Media Analytics
The Guide to Metrics and Tools
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WARNING: I AM A MATH GEEK!
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We just finished this campaign, can you help us develop the metrics to show our value?
• Too many communications professionals ”“
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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 ”“
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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 ”“
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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
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• 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
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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
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Social Media ListeningImprove
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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
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Where do we get started?
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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…
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• 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
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Workflow functionality
Nine elements to evaluate a social media listening tool
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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
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• 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
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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
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• 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
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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
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Developing your response protocol
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… The answer to this question is, as usual, MAYBE
Do you need the physical command center space?
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Or you can utilize a web-based application that is scalable
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Social Media MeasurementProve
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Top metrics:
Two for reach/ exposure
One for preference,
One for action
What metrics are marketers tracking today?
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• 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
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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
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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
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• 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
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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
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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
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Contents are proprietary and confidential.
Brand A Scorecard: February 2012
(Compete.com)
Sample Full ScorecardSample Full Scorecard
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• 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?
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THANK YOU!