The 5 Essential Steps

for Complete Social Analysis

© 2015 Simply Measured, Inc.

Housekeeping

• Listening / voice options

• Questions and chat room

• #SocialAnalytics

• Recorded webinar

• Post-webinar survey

#SocialAnalytics

© 2015 Simply Measured, Inc.

Speakers

#SocialAnalytics

Steve Sack @stevensack

Vice President at Edelman Digital

Adam Schoenfeld

@schoeny

CEO at Simply Measured

+4

Why Complete Social Analysis?

5 Essentials to Get Started

Why Complete Social Analysis?

© 2015 Simply Measured, Inc.

The Evolution of Social Media Analytics

6

Data Free

Data Light

Ad-Hoc

Complete

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Complete Analysis = Complete Understanding

7

a·nal·y·sisNoun

detailed examination of the elements or

structure of something, typically as a basis

for discussion or interpretation.

© 2015 Simply Measured, Inc.

Status Quo

#SocialAnalytics

© 2015 Simply Measured, Inc.

Pain Points

No official playbook, lack of consistency

A lot of data, but lack of understanding

Struggle to reach actionable insights

Vanity metrics not tied to business impact

Rapid change in the landscape

#SocialAnalytics

© 2015 Simply Measured, Inc.

67% of marketers named measurement as the top area in which they need to invest this year.

—Altimeter Group, March 2015

#SocialAnalytics

© 2015 Simply Measured, Inc.

Complete Social Analysis

#SocialAnalytics

PLAN

DEFINE YOUR SOCIAL STRATEGY

MEASURE

OPTIMIZE YOUR SOCIAL TACTICS

EXECUTE

Audiences

Conversations

Competitors

Brand Activities

AudienceEngagement

BusinessImpact

5 Essential Steps for Complete Social Analysis

#1

#2

#3

#4

#5

Perform Your Social Audit

Analyze as You Execute

Measure Results

Apply Data-Driven Learnings

Connect Measurement & Planning

#1 Perform Your Social Audit

© 2015 Simply Measured, Inc.

A Comprehensive Look Before Anything Else

#SocialAnalytics

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3 Key Ingredients of a Solid Audit

• Conversation audit

• Channel audit

• Content audit

#SocialAnalytics

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Puma Example - Insights From Audit

#SocialAnalytics

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REI Example - #stoke

#SocialAnalytics

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Choose Your KPI’s Wisely

#SocialAnalytics

#2 Analyze as You Execute

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Building Data into the Workflow

#SocialAnalytics

Daily Weekly Monthly Quarterly

Conversation Audit X

Competitive Analysis X X

Campaign Report X X

Cross-Channel Report X X

© 2015 Simply Measured, Inc.

Arizona State University Online

#SocialAnalytics

0 500 1000 1500

U…

W…

SN…

Positive Neutral Negative

Twitter 41%

Blogs 5%

News 52%

Forums 2%

0

100

200

300

2/1 2/6 2/11 2/16 2/21 2/26

Co

mp

eti

tors

ASU GCU SNHU DeVry Penn

WGU UoPX Kaplan UMUC

© 2015 Simply Measured, Inc.

Staying Culturally Awake

#SocialAnalytics

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Real Time Marketing Gone Wrong

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#3 Measure Results

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Keys to The Measurement Phase

#SocialAnalytics

From objectives to activities

Clear KPIs with context

Cross-channel / cross-media

Campaign & channel

© 2015 Simply Measured, Inc.

How Far Has the Needle Moved?

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Seahawks42%

Broncos47%

49ers11%

Game Day Tweets“Broncos” vs. “Seahawks” vs. “49ers”

Seahawks49%

Broncos34%

49ers17%

Game Day Tweets“#Broncos” vs. “#Seahawks” vs. “#49ers”

Seahawks49%

Broncos31%

49ers20%

Game Day Tweets“@Broncos” vs. “@Seahawks” vs. “@49ers

© 2015 Simply Measured, Inc.

Competitive Analysis

27

Jan 6 – Feb 2 Original Tweets Retweeted ResponsesTotal Tweets

Sent

@Broncos 676 58 8 742

@49ers 490 36 3 529

@Seahawks 1,136 880 3,177 5,193

7,467 Retweets, 3,563 Favorites, 5.0M Impressions

© 2015 Simply Measured, Inc.

Competitive Analysis

28

Top Content (@Broncos)

6,877 Retweets, 4,525 Favorites, 5.6M Impressions

Top Content (@49ers)

5,173 Retweets, 2,937 Favorites, 1.1M Impressions

8,352 Retweets, 6,847 Favorites, 3.6M Impressions

7,467 Retweets, 3,563 Favorites, 5.0M Impressions

© 2015 Simply Measured, Inc.

Why vs. What Happened

#SocialAnalytics

#4 Apply Data-Driven Learnings

© 2015 Simply Measured, Inc.

Implement Lessons + Simplify Goals

#SocialAnalytics

© 2015 Simply Measured, Inc.

You Can’t Do One Without the Other

#SocialAnalytics

+471%

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

2014 2015

YouTube Views

+78%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2014 2015

Online Mentions

+60%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

2014 2015

#Empowering Mentions

+297%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2014 2015

Twitter Engagement

© 2015 Simply Measured, Inc.

Figure Out Where to Focus

#SocialAnalytics

#5 Connect Measurement & Planning

© 2015 Simply Measured, Inc.

The Common Bond

#SocialAnalytics

© 2015 Simply Measured, Inc.

Questions to Before You Collect Data

#SocialAnalytics

Planning Questions

Who is my target audience? Which kind of messaging should I use to reach my audience? Where should I focus my investment by channel, media, tactics?

Measurement Questions

What are the business outcomes I am driving towards? Which KPIs will be the most actionable? How will I give my KPIs context and meaning?

© 2015 Simply Measured, Inc.

An Informed Editorial Calendar

#SocialAnalytics

© 2015 Simply Measured, Inc.

Into the Future

#SocialAnalytics

Marketing Product Development Customer ServiceExecutive Team

+

Take Aways

© 2015 Simply Measured, Inc.

Complete Analysis -> Data Enlightenment

#SocialAnalytics

© 2015 Simply Measured, Inc.

Where Social Analysis Fits

#SocialAnalytics

- Analyze The Market

- Define Strategy

- Monitor & Respond

- Publish & Promote Content

- Measure Performance

- Optimize Tactics

5 Essential Steps for Complete Social Analysis

#1

#2

#3

#4

#5

Perform Your Social Audit

Analyze as You Execute

Measure Results

Apply Data-Driven Learnings

Connect Measurement & Planning

© 2015 Simply Measured, Inc.

What Is Social Analytics?

Marketers often miss an opportunity to both plan and strengthen

social efforts. In our What Is Social Analytics? paper, we define

social analytics, explain how it fits into the social marketing

process, and list the components needed to develop an analytics-

fueled social media strategy.

Download this white paper now to learn:

• The theory and practice of social analytics

• How planning and measurement both fuel social strategies

• Which analyses make up social planning and optimization

• What to focus on during your analysis

43

© 2015 Simply Measured, Inc.

About Simply Measured

Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.

#SocialAnalytics

+

Thank You