socialanalyticssmedmarinn11 12-121113042054-phpapp01

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Marco Rinne ([email protected]) Social Analytics

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Page 1: Socialanalyticssmedmarinn11 12-121113042054-phpapp01

Marco Rinne ([email protected])

Social Analytics

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Marco Rinne ([email protected])

Summary

I. Social Analytics Definitions

II. The Importance of Business Goals

III. A Framework approach

IV. Challenges for Social Analytics

V. Social Analytics from a Marketers Perspective

VI. Microsoft - Examples and Tools

VII. What‘s Next?

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Marco Rinne ([email protected])

Soci

al A

naly

tics

(bro

ad)

Soci

al A

naly

tics

(narr

ow

)

definition

”Social analytics measure the impact of social media on business“

(Awareness Inc. – Actionable Social Analytics; April 12)

“Social analytics is monitoring, analyzing, measuring and interpretingdigital interactions and relationships of people, topics, ideas and content.Interactions occur in workplace and external-facing communities. Socialanalytics include sentiment analysis, natural-language processing and socialnetworking analysis (influencer identification, profiling and scoring), andadvanced techniques such as text analysis, predictive modeling andrecommendations, and automated identification and classification ofsubject/topic, people or content.”

(Gartner IT Glossary)

Social analytics measure the impact of social media metrics on business metrics

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Marco Rinne ([email protected])

mapping engagement to business objectives

business metrics

social analytics

social media metrics

(engagement metrics)

business goal

social media

data layer

interpretation layer

metrics/KPI layer

#brand mentions

#brand mentions#brand+competitor

mentions

share of voice

brand awareness

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Marco Rinne ([email protected])

framework approach

strategy metrics

organizationpeople

resources

technology

toolstarget audience

listeningmonitoring

sentiment

objectives

targets

business goals

measurement

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Marco Rinne ([email protected])

framework approach

businessgoals

measurement tactics tools

• brand awareness

• support cost reduction

• awareness• engageme

nt• influence

• twitter• blog

• platform

Gillin, Schwartzman „social marketing to the business customer“ 2011

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Marco Rinne ([email protected])

framework approach

people objectives strategy technolo

gy

• audience analysis(social technographics profile)

• listening• talking• supporting• …

• tactics• metrics

• platform• tools

Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011

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Marco Rinne ([email protected])

framework approach (combined; extended)

business goals

objectives strategy measurement technologyorganization

• translate business goals into social media objectives (SMART)

• identify relevant metrics, KPIs

• define success (targets)

• analyse

target audience (channels)

• identify tactics

• check necessary resources

• is your organization ready for social (EP2.0)

• identify

suitable tools based on strategy and metrics (that scale)

optimize

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Marco Rinne ([email protected])

challenges for social analytics

business

metrics

social analytics

social media metrics

(engagement metrics)

business goal

social media

PRmarketingHRCSS…

There is no singleROI

for social media

too much data too little data

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Marco Rinne ([email protected])

the data problemtoo much data (ex. Facebook insights; excerpt only)

source:https://developers.facebook.com/docs/reference/fql/insights

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Marco Rinne ([email protected])

the data problemtoo little data

Alexis C. Madrigal, The Atlantic - Dark Social: We Have the Whole History of the Web Wrong (Oct 12)

theatlantic.com – referrer analysis

private social profiles

media/community cooperations

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Marco Rinne ([email protected])

the data probleminconsistant data and

= =

automation limitations

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Marco Rinne ([email protected])

the ROI problem

Division Objective KPI/metric

marketing increase brand awareness SoV

sales increase device sales #sales from social channels

css increase customer satisfaction

SAT-metrics; #support issues

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Marco Rinne ([email protected])

social analytics – marketing perspective

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social Networks

Display Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs

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Marco Rinne ([email protected])

Exposure/Awarenes

s

Engagement

Action/Conversio

n

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

soft metrics• engaged users• downloads• shop referrals• video views• …

soft metrics• external

referrers• shares• brand/product

recommend.• …

social analytics – marketing perspective

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Marco Rinne ([email protected])

awareness (Facebook)

0

5000

10000

15000

20000

25000

30000

0

20000

40000

60000

80000

100000

120000

140000

3165 614911825

20195

31257

45012

61461

80602

102437

126964

New Fans Lost Fans Fans (total)German FB Brands (avg.) Trend polynominal (R² = 0,96)

social analytics – marketing perspective

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Marco Rinne ([email protected])

engagement (Facebook)

storytellers – fan adds (unique)

page posts impressions (unique) · 100

social analytics – marketing perspective

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Marco Rinne ([email protected])

Exposure/Awarenes

s

Engagement

Action/Conversio

n

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

financial metric• cost per fan

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

financial metric• cp engmnt

soft metrics• engaged users• downloads• shop referrals• video views• …

financial metric• cost per action

soft metrics• external

referrers• shares• brand/product

recommend.• …

financial metric• cost per referral

social analytics – marketing perspective

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Marco Rinne ([email protected])

total invest in SoMe platform# new fans in campaign timeframe

Engagement

Exposure

Action

(Advocacy)

cost per fan =

total invest in SoMe platform# comments + # likes in c. timeframe

cost per engagement =

total invest in SoMe platformi.e. # downloads in campaign timeframe

cost per action =

total invest in SoMe platform# referrals in campaign timeframe

cost per referral =

social analytics – marketing perspective

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Marco Rinne ([email protected])

Windows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1Campaign (Digital) Bridge Holiday Holiday BTS

Media Status

Budget totalBudget spentTraffic Drivers Off-Net (paid)Display (Banner-Placement)Budget spent

Ad impressions

Clicks (Initial responses)Initial responses rate (CTR%)

CPC €Primary Conversions (global&local)Primary CR%CPA €SEM (Holiday ab KW 47)Budget spentClicksCPC €Primary Conversions (global&local)Primary CR%CPA €Total (Display+SEM)CPC €CPA €

cost per ad impression

cost per click

cost per click (SEA)

cost per action (SEA)

financial metrics (avg.)Windows campaigns (digital) Q1-3

cost per action

social analytics – marketing perspective

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Marco Rinne ([email protected])

(paid) media

cost per ad impression

cost per click

cost per action

social media

cost per (message) impression

cost per (message) impression

cost per action

ownedmedia

cost per page

impression

cost per visit

cost per click / action

compare fair

long term vs.

short term

Fans participate

intentionally esp. in earned

channels

social analytics – marketing perspective

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Marco Rinne ([email protected])

social analytics – examples and tools

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Marco Rinne ([email protected])

social analytics – examples and tools

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Marco Rinne ([email protected])

social analytics – examples and tools

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Marco Rinne ([email protected])

social analytics – examples and tools

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Marco Rinne ([email protected])

social analytics – examples and tools

Oct25th-Oct27th

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Marco Rinne ([email protected])

what‘s next? – paid + owned + earned = <3

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social Networks

Display Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs

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Marco Rinne ([email protected])

„integrated“ digital campaign timeframe

earned

owned

paid

invest

ment

what‘s next? – paid + owned + earned = <3

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Marco Rinne ([email protected])

what‘s next? – integrated („big“) data models

PAIDdisplay sea

listening social channels

display apps

OWNED

MOBILE

analytics crm

SOCIAL

D A

T A

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Marco Rinne ([email protected])

what‘s next? – more courage

brands

create

value

have purpos

e

leverage

data

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Marco Rinne ([email protected])

thank you - Q&A