Skyfollow Consulting GroupSkyfollow Consulting GroupSocial Media Sensing Improves Your StrategySocial Media Sensing Improves Your Strategy

Introduction to Social Media AnalyticsIntroduction to Social Media Analytics

Chris Rigatuso, Anand NagarajanChris Rigatuso, Anand NagarajanSCG AnalyticsSCG Analytics

info@skyfollow.com info@skyfollow.com

Design, Execute and MeasureDesign, Execute and MeasureSocial Media CampaignsSocial Media Campaigns

for Strategic Goalsfor Strategic Goals

Visualize Strategy & Execute Against MetricsVisualize Strategy & Execute Against Metrics

Mission StatementMission Statement

What is Social Media?What is Social Media?

The digital content onvarious websites andinternet applications createdby individuals for individualsthat is publicly viewable.Eg: Twitter, Linkedin, Digg, Facebook,Forums, Msg Boards, etc…

What are Analytics?What are Analytics?

AnalyticsAnalytics

Methods with tools & datasets that allow thevisualization, numericalperformance metrics andstrategic decisions

Right Data, Right DecisionsRight Data, Right Decisions

Analytics FacetsAnalytics FacetsData Selection

Data Cleansing

Data Format Translation

Model Design

Report and Dashboard Design

TextComments

LinksImagesVideosRatingsVotesPolls

Why is itHARD?

How do you tacklethis mess andmake goodprogress?

What skills aremissing?

How do customers inform How do customers inform each othereach other using Social Media? using Social Media?Do you measure their effects?

Why have a campaign that ignores those effects?

Do you see why this is Non-linear?

Social Media SensingSocial Media Sensing

Your Benefits are the results from Decisions and ActionsYour Benefits are the results from Decisions and ActionsOne time, short term or ongoingOne time, short term or ongoing

You will be able toYou will be able to1.1. See holes and opportunitiesSee holes and opportunities2.2. Know where to focusKnow where to focus3.3. Formulate correct strategyFormulate correct strategy4.4. Know what to say and on which mediaKnow what to say and on which media5.5. Find problems with competitors to exploitFind problems with competitors to exploit6.6. Know best topics on which to commit or avoidKnow best topics on which to commit or avoid7.7. Know most influential bloggers and leaders who areKnow most influential bloggers and leaders who are

visiblevisible8.8. Drill down to most relevant articles by various criteriaDrill down to most relevant articles by various criteria

The CoreMarketing Strategy &

Measurement Creative

AnimationVisualize

DifferentiationReduce

Sales CyclesEnhance

ComprehensionVideo Distribution

Tagging for External Engagement

Expand SalesTraining & vehicles

DefineSelf-service Training

For low CustomerAcquisition Cost

SegmentationPricing

CustomerPortfolio

Loyalty DriversReferrals

Story CreationPR

Strategy Evaluation

MediaContextual

SocialPPC

Synergies Rule: From Story, Positioning, Strategy, Visualization, Content and Analytics

Evaluate &Engage

Strategic Partners

Revenue ModelsForecasting

Cash Flow ModelsInvestors Pres

CompetitiveLandscape

RefiningCompetitiveIntelligence

OptimizeSystem Lock-in

Preference Loyalty

MarketResearch

VisualizeVisualize InterlockingInterlocking

StrategyStrategy SynergySynergy

The Problem is not Lack of Data, its Actionable AnalyticsThe Problem is not Lack of Data, its Actionable Analytics

Project StartProductsCompetitorsDesiresComplaints

StrategyCombinationsLoad all TermsRanks forAnalytics Depth

CollectionAccumulateValidateCompareExtract

FindingsInfluencersCustomersCompetitorsRisksOpportunities

Proprietary ToolsAnd Techniques

And Planning

Strategic Stakeholders

InterviewsBrainstorming

Tool SophisticationData Analysis

Domain +Data +

Strategy Experience

This requires judgment, data quality, transformation, tools selection and usage and marketing strategy experience.

Hard QuestionsHard Questions

•• What should we be doing now in Social Media?What should we be doing now in Social Media?

•• What benefits can we achieve in Short Term ?What benefits can we achieve in Short Term ?

•• What is it Worth ?What is it Worth ?

•• How can we measure ROI ?How can we measure ROI ?

•• Does it only pertain to Marketing ?Does it only pertain to Marketing ?

•• If we are Listening, how do we measure value?If we are Listening, how do we measure value?

•• Who needs to champion and support the initiative?Who needs to champion and support the initiative?

•• What skills are necessary for the whole process?What skills are necessary for the whole process?

•• Are there industry best practices?Are there industry best practices?

•• How should we pick the team and consulting firm?How should we pick the team and consulting firm?

•• How do we avoid wasting time and effort?How do we avoid wasting time and effort?

1.1. Social Media Monitoring:Social Media Monitoring:

Finding data and filling up tools and reports to see the noiseFinding data and filling up tools and reports to see the noise

2. Social Media Listening:2. Social Media Listening:

Finding customers, and influencers and organizing their conversationsFinding customers, and influencers and organizing their conversations

3. Social Media Sensing:3. Social Media Sensing:

Analyzing the Right Information for the Right Goal, with the willingnessAnalyzing the Right Information for the Right Goal, with the willingnessand capability to act on decisions throughout the organizationand capability to act on decisions throughout the organization

People move you Up - Not ToolsPeople move you Up - Not Tools

More Benefits: Dramatic Time Compression for StrategicMore Benefits: Dramatic Time Compression for StrategicAdvantageAdvantage

ProjectsProjects Burdens BeforeBurdens Before NowNow with SCG with SCG $ Value Improvement$ Value Improvement

MarketMarketResearchResearch

Man monthsMan monthsManual statisticsManual statistics

Days, weeks < 3Days, weeks < 3 Meet Market window deadlinesMeet Market window deadlines

PR/MediaPR/Mediaplanningplanning

Limited scopeLimited scopeSelected pubsSelected pubsManual selectionManual selectionManual metricsManual metrics

Days, weeks < 3Days, weeks < 3 Meet competitive visibility goalsMeet competitive visibility goals

CompetitiveCompetitiveIntelligenceIntelligence

Published researchPublished researchPaid to test productsPaid to test productsConvenience sampleConvenience sample

Days, weeks < 3Days, weeks < 3 Compare reactions, popularity,Compare reactions, popularity,sharing and penetration of othersharing and penetration of otherfirms.firms.

Product Mgmt,Product Mgmt,focus groups,focus groups,surveyssurveys

Best customers beforeBest customers beforemay be worst now withmay be worst now withnegative CLVnegative CLVcalculations completecalculations complete

Dynamically segmentDynamically segmentexisting and potentialexisting and potentialcustomers withoutcustomers withoutpermission and selectionpermission and selectionbiasbias

Discover new segmentsDiscover new segmentsAvoid losses on existingAvoid losses on existingsegmentssegmentsDiscover unmet needsDiscover unmet needs$X per segment$X per segment

Start with People Start with People Navigate Social Network Navigate Social Network CustomersCustomers

Interaction& Engagement

Content

StructureLinks & Pathways

Transactions

BehaviorActions

Interest & Incentive

I

E

C

S

T

B

How do you leverage your Social Graph?How do you leverage your Social Graph?How could you?How could you?

Sample Customer Case StudiesSample Customer Case Studies

•• Product Management:Product Management: Handset Mfg: measuring customer loyalty Handset Mfg: measuring customer loyaltymodels of models of smartphonessmartphones, problems, opportunities and competitive, problems, opportunities and competitivefeatures and functionsfeatures and functions

•• Legal SupportLegal Support:: Online TickOnline Ticketing mega merger: measuring trends ineting mega merger: measuring trends insentiment, behavior, brand reputation, trust and reaction to legalsentiment, behavior, brand reputation, trust and reaction to legalproceedings, price fixing and controlling access to ticket inventoryproceedings, price fixing and controlling access to ticket inventory

•• PR StrategyPR Strategy:: Iphone Iphone Apps: competitors use of media, volume, topicApps: competitors use of media, volume, topicsstoto inform launch strategy, competitive weaknesses, and l inform launch strategy, competitive weaknesses, and leverage PReverage PRtechniquestechniques

•• Marketing and ParMarketing and Partner Strategy:tner Strategy: Open Source dataOpen Source databasebase: compe: compettitorsitorsuse ofuse of bloggers and conflicts of interest and affiliations across thebloggers and conflicts of interest and affiliations across theindustryindustry

•• E-commerce:E-commerce: Online Insurance: competitor Online Insurance: competitors use of keywords fors use of keywords fortracking issuestracking issues for positioning new insurance products online, SEOfor positioning new insurance products online, SEOstrategy. Forecasting potential volume and engagementstrategy. Forecasting potential volume and engagement

Ranking Pain Points: Billing is a Hotter TopicRanking Pain Points: Billing is a Hotter Topic

Revealing Influence and MotiRevealing Influence and MotivationvationWhich Bloggers have Conflicts?Which Bloggers have Conflicts?

How Influential are they?How Influential are they?

We Customize dashboards to We Customize dashboards to tell Your story for Your Goalstell Your story for Your GoalsAwareness per channel Sales per channel

Cost per channelCost per channel ROI per channel

Recognize Strategy as ProcessRecognize Strategy as ProcessPlan for Feedback Loops to Reveal and Leverage New TruthsPlan for Feedback Loops to Reveal and Leverage New Truths

ImproveCompetitive

Position

IncentivizeNew OnlineBehaviours

LeverageNew OnlineChannels

User Behaviours include User Behaviours include ActionsActionsCreating: User Generated Creating: User Generated ContentContentMessages aligned to Brand Messages aligned to Brand PromisePromise??Results reflect Brand Promise Results reflect Brand Promise GoalsGoals??

LISTENLISTEN Usage, attitudes, beliefs Usage, attitudes, beliefsLEARNLEARN Opportunities, Threats, Risks Opportunities, Threats, RisksADAPTADAPT Product, Process, People Product, Process, PeopleOPTIMIZATION ADAPTS ROI

Reasons to Partner with SCGReasons to Partner with SCG

•• Analytics Depth in Marketing performance data. Statistics,Analytics Depth in Marketing performance data. Statistics,Dashboards, Decisions. Not limited to marketing metrics.Dashboards, Decisions. Not limited to marketing metrics.

•• Analytics data sources and dashboard or reporting views areAnalytics data sources and dashboard or reporting views arecustomized to your needs, your decision stylecustomized to your needs, your decision style

•• Technical Depth in using tools, sources, APIs and databasesTechnical Depth in using tools, sources, APIs and databaseswhere neededwhere needed

•• Creative Power. Creative Power. VisualVisual. Strategic.. Strategic.

•• Theoretical Foundations, Broad Research AccessTheoretical Foundations, Broad Research Access

•• Content Production. HD Video, Sound, Music, AnimationContent Production. HD Video, Sound, Music, Animation

•• Practical experience, strong in facilitation, training; maturePractical experience, strong in facilitation, training; maturepolitically sensitive client engagement experiencepolitically sensitive client engagement experience

SCG Partner NetworkSCG Partner Network•• Display and Ad Networks Display and Ad Networks MediahourMediahour.com.com

•• SEM & PPC CampaignsSEM & PPC CampaignsPPCassociatesPPCassociates.com.com

•• Multi-channel analytics andMulti-channel analytics and reportingreportingcustomization and data source controlscustomization and data source controlsAdigamiAdigami.com.com

•• Marketing ROI and Sales strategy process &Marketing ROI and Sales strategy process &metrics. metrics. LenskoldLenskold.com.com

•• Search Engine Optimization andSearch Engine Optimization and WebWebAnalytics. Analytics. AnalyticsProsAnalyticsPros.com.com

•• Site Design User Experience E-commerce.Site Design User Experience E-commerce.Naviscent.comNaviscent.com

•• Brand Metrics. Brand Metrics. BrandMeaningBrandMeaning.com.com

•• Brand Strategy. Brand Strategy. TotemBrandsTotemBrands.com.com

Skyfollow ContactSkyfollow Contact

Chris RigatusoChris Rigatuso

cr@skyfollow.comcr@skyfollow.com

+1 (650) 274-1045+1 (650) 274-1045

www.skyfollow.comwww.skyfollow.com

General inquiriesGeneral inquiries

Info@skyfollow.comInfo@skyfollow.com