umsl challanges for brand measuring social media -marshall sponder - april 2nd presenation - st...
DESCRIPTION
Here's my presentation of what Brands need to do to measure Social DataTRANSCRIPT
Success
Brand
Social
Data
Story
IT/Unix SEO /Web
Analytics
CORPORATE MKG /PR
ANAL
What are Brand Using to Measure Social Media?
Hybrid Data
UV Data
Social Intelligence
Usable Information
Social
CRM
POS
Search
Offline
WOM
“What are my
customers
saying at the
point of
purchase?“
Source: Venuelabs
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Structured Unstructured
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Log based Web
Analytics,
FeedBurner
Various Widget
Analytics Platforms
Various Chat Room
Analytics
Various Message
Board Analytics
Log based Web
Analytics,
FeedBurner
Various Video
Analytics Platforms
Various Photo
Sharing Analytics
Platforms Twitter Analytics and
Awe.sm
Web Analytics,
Google Analytics
Mobile – Flurry,
MixPanel, Adobe
SC
Cust
om
izati
on
Req
uir
ed
Tim
e Sp
ent
– D
ata
Cle
an
ing
Free or Low Cost
Up to 5K ~month
5K-20K ~month
Previous Business Investment/ Size
Social
CRM
POS
Search
Offline
WOM
Proximity Based Communications
3D Printing
Collaborative Consumption
Gesture Based Interfaces
Virtual Reality
Quantified Self
Quantified World
Digital Screen Experiences
Power Everywhere
x
x
x
x
x
Hint – Focusing on Mobile/ geo-location helps
Even out this equation
Source: Venuelabs
Source:
http://www.ebizq.net/blogs/integrationedge/201
1/11/your-social-media-initiative---running-blind-
without-integration.php
Problem:
None of
these
platforms
natively
interfaces
with each
other
Source: Semphonic.com
Source: http://oursocialtimes.com/what-salesforce-
coms-acquisition-of-radian6-means-for-businesses/
Source: http://www.somemo.at/?p=1037
Caveat:
Changing
Tools
changes The
Results
Source: http://kdpaine.blogs.com/themeasurementstandard/2012/06/index.html
Strategist
Writer
Analyst
Programmer
Graphic Designer
Caveat: this team
setup depends on
your company size
and goals
Source: Venuelabs
Tradition
al social
media
tools do
not
surface
this
content
Source: Venuelabs
Source: Venuelabs
How Accurate are Facebook Likes
as a Predictor of Personality?
Case Study – Charles Bivona – NJPOET.com
Use Facebook Persona Profiling
Audience Case Study
Charles Bivona – NJPOET.com Top 500 Pages
High IQ (The Godfather, The Colbert Report, The Daily Show, Lord of the
Rings Trilogy, Tyler Perry)
8,606,923 like this
Affinities:
Fight Club,
Batman: The Dark Knight
2,865,863 like this
Affinities:
The Daily Show,
The Office
3,736,790 like this
Affinities:
The Colbert Report,
The Office
11,632,513 likes
Affinities:
The Hobbit
Peter Jackson
8,613,738 likes
Affinities:
For Better Or Worse
Meet The Browns
Top 150 pages
These people like “well written” material, literary masterpieces and topical work that are
well received. The Godfather had endured for more than 40 years as well.
Social
CRM
POS
email Search
WOM
Proximity Based Communications
3D Printing
Gesture Based Interfaces
Virtual Reality
Quantified Self
Quantified World
Digital Screen Experiences
Power Everywhere
Offline
Collaborative Consumption
1. Perform a needs assessment to better
understand your marketing needs and budget.
2. Determine time and resources to devote to SMM
and Integration work and create a realistic
plan to execute it.
3. Find/Develop Goals/Strategies/Tactics/KPI’s
that describe business performance in terms of
that data your platforms can produce, or
change the platforms.
