social media analytics and measurement - the internet show april 2014
TRANSCRIPT
Social Media Analytics and Actionable Insights
The Internet Show 2014
What I do
Entrepreneur of the year 2010, 2012, 2013
First Woman in Science and Technology
Awarded by Blackberry for advancing women in technology
One of the very few women running a digital agency
2 daughters, one husband and now living in Singapore
Meet the family
Manning Wins Top Award for Women in Technology LeadershipEntrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
• Where to start
• Analysing the data
• Distilling into actionable insights
• And then…
Social media analytics and actionable insights
Where to start?
So how can you be successful with social?
Three key methods
• Money
• Luck
• Strategy
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Volvo achieved 71m views with their clever splits campaign but this was supported by advertising
Get LuckySpend Money
So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Make A Wish Foundation achieved 750m #SFBatkid Tweets and a 26% rise in donations with a heartwarming initiative and a lot of luck.
Get Lucky
Our campaign for the RAFB used audience insight, storytelling and creative to engage young people with the Battle of Britain.
Get LuckyDevelop a Strategy
Analytics starts with a strategy
Strategies Planted? YES
SMART Goals
10 New purchase enquires from the new geographic target markets
Google Analytics: referral visits to website from social media channels, form completions by the end of 2014
SMART Goals
10% Increase in event registration
Social Monitoring: Measure social campaign and event registration from campaign month on month
Being agile
Discovery and beta testing and light touch research
Henry Ford
Image credits: Joe Shlabotnik (Flickr)
Faster horse
Image credits: andy101 (Worth1000)
People’s imagination is bound what they already know
Or they may ask for something that’s impossible
Image credits: Jeff Gothelf
Getting into the data
“Without analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.”
Geoffrey Moore
The data is there waiting to be found!
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Every social site has data analytics
Creating insights
MEASURE CORRECTLY
What are the questions you need the social and web data to answer?
Who are the people talking about me?
Where are they talking about me?
Who are my influencers?
What do they like or dislike?
How can I engage them?
But what’s in a number?
Our following grew by 100,000 fans in 2013!
So What?
But what’s in a number?
Our following grew by 100,000 fans in 2013!
Without a benchmark or comparison numbers tells us very little.
Our competitor’s following grew by 90,000 for the same period.
Year on year that represents a 30% increase in fan growth.
Actionable insights
Follow us…
@ReadingRoomSG
Reading Room Singapore
CONTENT STRATEGY
DEVELOP A1
THE MESSAGE IS THE CONTENT
THE MEDIUM ISN’T THE MESSAGE
What will make your
PERSONALITY
USEFULNESS
RELEVANCE
FORMAT
Content stand out?1
2
34
DEVELOP EDITORIAL CALENDARS THAT ALIGN WITH YOUR OTHER MARKETING ACTIVITY
Plan, plan, plan
make it shareable
2
VACUUMCONTENT IS NO GOOD IN A
GIVE YOUR AUDIENCES THE ABILITY TO
SHARE WITH THEIR NETWORKS
LEAD GEN CAPTURE POINTS
3INTEGRATE
Give and take.YOU GIVE US YOUR EMAIL ADDRESS, FOLLOW US OR LIKE US
STAFF ACCOUNTABLE
4MAKE YOUR
SOCIAL CHAMPION
STOP GIVING RESPONSIBILITY FOR SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
LEADERSHIP5SENIOR
WE WANT
PEOPLE LISTEN TO AUTHORITY. CEOS WANT TO SPEAK TO CEOS.
LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.
BUDGET6REASSIGN THE
INCREASE SPENDON SOCIAL AND CONTENT
DECREASE SPENDON SHORT TERM LEAD GEN ACTIVITIES
INFLUENCERS7INFLUENCE THE
STRATEGY8CHANNEL
THINK CONTEXT
WHERE DO YOUR AUDIENCES LIVE?
WHAT CONTENT IS APPROPRIATE FOR WHICH CHANNEL?
YOUR WEBSITE(AND MOBILE SITE) IS STILL VITALLY IMPORTANT.