1. SocialPR Analytics Mexico Marshall SponderWebMetricsGuru IncMay 24th, 2012

2. Can Integrity within Social Analyticsexist within a PR Spin Culture? 3. Right Communications R crucial 2 Success 4. Social PR encompasses several platforms and use cases PR Monitoring & Social CampaignsConsumer ResearchSupportListening for Insights Automating of theListening and engagementEngagement Social MediaTraditionalCoverage*Media Workflow Coverage* NLP (machine InfluencerOperational learning)Identification MetricsRichTopic Low-Latency Categorization Categorization 5. Including Big Data 6. PR Talent Crunch Circa 1957 - 2012 1957 Radioactive Mutant Killer Crabs absorb the minds of their victims in fictional movie. Today Many companies believe, that by hiring smart people, they are absorbing their knowledge. It is more a culture problem? 7. Operational Metrics Social PlatformsAdvanced NLP AnalysisListening & Influence employedCategorizationvary basedon UseCases (whatyou need to CustomerData Listening & Web IntegrationAnalyticsaccomplish)Engagement & AttritionCare of Gary Angel Semphonic.com 8. are focusing on the SocialMetrics a core requirement forPR effectiveness, or adistraction something PRagencies, as currently formedand staffed, dont do wellenough?Hint: This is the argument Imade in my book. Is thesituation changing? 9. Social 10. Mobile 11. Search / SEM 12. Glimmers of Hope Show or Substance? 13. need a good data sampleCare of Semphonic.com 14. Consider the needs for PR Client Business often determines how many SM Channelsare active1. Need to be active where your customers/followers are.2. Need to determine what are the most profitable channels to them to be active in.3. Need to come up with a business strategy that maximizes the communications within those channels (or integrate / improve the one they have).4. Need to come up with a Measurement Strategy that is aligned with the business strategy.5. Need to tightly MAP/TIE the business / measurement strategy to brick and mortar transactions whenever possible. 15. What level of Maturity is your Client (or your Agency) operating at? 4. Scaling &1. Dormant2. Testing 3. Coordinating5. Empowering Optimization Resistant to anyOrganization use of social Management Organizational empowers all technologies Individuals or begins to shift toward relevant due to departmentscoordinate growing andemployees; unwillingness to test in isolated across teams improving social fosters & participate or pocketsand applications rewards top "analysis departmentsperformers paralysis"Source: Forrester Research 16. Mature Clients benefit the most from SocialPrograms Source: Collective Intellect 17. Planning for Success 18. Very basic business plan with measurement hooks 19. Consider adopting a more forensic approach to Social Data to improvethe effectiveness ofSocial Programs in behalf of your clientshttp://www.amazon.com/Pulse-Science-Harnessing-Internet-Opportunities/dp/0470932368 20. Try to have conversations with clientslike similar to this one What Measures do you want to track? What Decisions would you make differently wereone of the measures surprisingly high or low? What is the threshold of the measure? At whatpoint if the value was exceeded or dipped would analternative action take place? Source: Douglas Hubbard - The Pulse 21. Consider thatSocial MediaMeasureableROIis easiest arrived at byconnecting POINT OF SALE systemswith Social Media 22. Formulate your plan(beware of black boxes)Goal(s):Audience:amongLocation:Timing : through/ withVehicle (how your going to do it): Venues (where your going to do it): ask fans and customers toMessage (Call(S) to Action):Regarding ourProduct / Service / ProgramSuccess will bejudged byMetrics/KPIs 23. Working Together Contact Me @Marshall SponderWebMetricsGuru INC.www.smabook.comwww.webmetricsguru.comnow.seo@gmail.com@webmetricsguru@smanalyticsbook