using social and digital analytics to build a competitive advantage

Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business

Triangle AMA (@TriangleAMA)

August 15, 2013

Chuck Hemann, Group Director, Analytics at WCG

@ChuckHemann

Contents are proprietary and confidential.

The communications landscape is changing…

Four Drivers of Change

Newsflow• Blogs and twitter drive 2/3 of flow• Five drivers of newsflow• Mainstream media news cycles driven

by average of 5 people• Online content cycles driven by <50

people

Human Behavior• We are only snowflakes to our parents• We all follow patterns• Influencers (top 50) typically source

from no more than 4-5 people• Who are the top sources?

Media Consumption Patterns• I read what I want, where I want• Social channels are becoming the new

“third place”

The Social Footprint• easy to see where content is shared

and with whom• Preferred words are clear• Content needs are clear

Four Drivers of Change

@TriangleAMA // @chuckhemann on Twitter

What the C-Suite Realizes Today…

Reputation Customers

shape reputations with or without company help

Budget50% of marketing budget is digital today for leading companies, 70%

in a few years

IssuesYou can identify

problems days/weeks

before the world is fully aware

EmployeesRecruitment and

retention happens 365 days/year and includes

involvement in brand activities

CustomersCustomer

support is integral to brand

reputation – irrespective of

channel

InnovationThe best ideas

are from crowds of smart people inside or outside your company

Money WordsWhich words drive sales,

behavior and how am I leveraging them across my

brand?

SearchIf search is becoming a

decision engine, what decisions

am I helping with?


It is harder than ever to build a big, disruptive ad campaign

Think like a publisher, focus on agile creative, content curation and right engagement


Buying Big Blocks of Media lacks Market Agility

Media plans must be dynamic/able to shift in real-time to market demand


A website is just ONE channel

Consumers are not “driven” somewhere. Brands must reach customers exactly where they are, when they are there.


Attention spans have changed forever

Consumers focus on the headline, image, and highlighted data point only. Nobody reads anymore. It’s more important to tell a fast and visual story than to get a full feature news article.


Building Share of Conversation is more important than brief News Cycle

Popular conversations, videos, or images are spawned and shared across the internet, have greater reach and influence

than the original news cycle.


Real Time research provides better information

We can get better information by observing and asking consumers their opinion right now, based on the exact city

they live in, and the exact interests they have, and the places they hangout online.


How is Research Changing to Meet the New Communications Landscape? 10 Trends in Digital Analytics


Social Channels = New Frontier for Research

• Open, unfiltered channels

• Real-time market-driven conversations

• Engaged customer and partner communities

• Early warning system for competitive intelligence

• Hard to make a move without some digital footprint

• Lots of noise to filter, but plenty of valuable signal


#1 – (Tool) Buyer Beware

Social Media ListeningSocial Media Engagement

Influencer AnalysisAudience AnalysisContent AnalysisSearch Analytics

“”@TriangleAMA // @chuckhemann on Twitter

Hundreds of Available Tools with no Clear Link… Yet


#2 – Two Clear Listening Models Emerging

Listening for program planning and listening for

content development“ ”@TriangleAMA // @chuckhemann on Twitter

• What are people saying about your brand

• Where people are talking about your brand

• When people are talking about your brand

• Who is talking about your brand

• Why people are talking about your brand

Taking a Step Back to Set Proper Goals


Listening to Develop Content in Real-Time

Photo credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi


#3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party

Digital data’s value extends well beyond its applications

for public relations and marketing“ ”


• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy

• Discover the data

• Analyze the data

• Segment

• Develop insights

• Execute based on those insights

• In practice, much more difficult to execute at large companies

• Requires central source for listening with organization

Making Social Data Work Outside of PR/Marketing


Social Customer Service is an Emerging Approach

• Shift in importance away from traditional customer service channels toward social media, smartphones and internet sites

• 79% of respondents in the survey cited the immediacy of interactive channels in their preference

• 46% cited those interactive channels as the most efficient communication method

• Listening to conversations for customer service requires dedicated team, technologies, measurement techniques and processes


Samsung and Delta are Two Strong Case Studies


#4 – We Drop “Social” from Social CRM

CRM platforms evolve to incorporate social data more

easily therefore eliminating the need to keep using social in

front of CRM“

”@TriangleAMA // @chuckhemann on Twitter

The Good News is Current Systems are Evolving…Slowly


#5 – Companies Begin to Hire Internal Resources

Digital analytics professionals are becoming more prevalent as organizations realize the

power of this data. “ ”@TriangleAMA // @chuckhemann on Twitter

Four Components of an Internal Capability

#6 – Command Centers are Valuable… Kind of

Command centers are valuable internal tools that

rally the organization around the idea of social

media/listening to customers“

”@TriangleAMA // @chuckhemann on Twitter

Several Brands Have Built Command Centers

Do you need one of these if you are a brand or representing a brand? It depends


Intel Has Developed a Social Cockpit…


#7 – Measurement Finally Becomes Integrated

Communications has been working to break down silos for years. It’s time to do the

same in measurement “ ”@TriangleAMA // @chuckhemann on Twitter

Timely Intelligence Timely Decisions

Daily:Media flow, news synopses, topline opinions

Weekly:KPI tracking, red flags, tactical decisions,

editorial planning, traffic/sales impact

Monthly:KPI trends and insights, strategy evaluation,

program optimization, problem resolution

Hourly:Competitive alerts and crisis management

Quarterly:KPI executive reviews, strategy shifts,

problem escalation, cross-discipline impact

Annually:Business and comms planning, long-range strategy, KPI assessment and goal setting


The New ERA Measurement ApproachWhat we are Measuring Example Metrics

EngagementAre consumers taking action to indicate they are on board and sharing with their personal networks?

• Likes• Comments• Inbound Links• Retweets• Shares• Database registrations

ReachHow many consumers did we reach, multiplied by how many times did we reach them, during the last 30 days?

• FB post impressions• Tweets x Followers • Paid digital impressions• Video views• Blog post UVMs• Website visits• Share of Attention

AudienceWhat is the size of our Audience that we are building to communicate with in the future?

• Fans• Followers• Subscribers

Cost Avoidance

How is our social engagement allowing us to reach people without buying paid media inventory?

• Media value of social impressions and views

Learnings What did we learn that can be applied to future effectiveness?

• Social Poll results • Qualitative feedback


Measurement Approach - Sample

Demonstrating business

value

Driving awareness

Building share of conversation around topics that the public cares about

Ensuring outbound messages are receiving pickup

CommunicationsMarket Share

Index


AUG SEPT OCTPERFORMANCE

SCORE

AUDIENCE

100 Twitter followers 500 550 500

News Center page views 20,000 20,000 20,000

News reach 500,000 500,000 500,000

ENGAGEMENT

80

Twitter retweets 130 90 155

Twitter replies 60 85 150

News Center tweets 100 125 100

News Center likes 500 400 500

News Center shares 200 150 250

YouTube likes 0 0 0

YouTube shares 0 0 0

REACH

100 Twitter 92,000 86,000 100,000

News Center 16,092,042 15,250,004 26,841,569

YouTube 0 0 0

SHARE OF CONVERSATION

20% 25% 30% 95

TEAM INDEX SCORE DMA INDEX SCORE

100 100

# OF POSTS TOTALTwitter 200 200 200 600

News Center 30 40 40 110

sample performance scorecard


#8 – Analytics goes hyper-local

As marketing programs are built to reach people in specific geographies,

analytics tools will need to be built to keep up

“”


Track conversation by zip code, town, store


#9 – Forensic Analytics Becomes a Critical Capability Within Companies


Decoding Audience Correlations

Universe of conversation the brand cares about.

A. Mountain Biking

B. HipHopC. Men (18-24)D. Skating

Top Attributes(as many as

relevant)

HipHop(Primary Attribute)

Correlated Attributes(f/ brand Universe)

Topics Correlation to HipHop

Basketball 91.56

Skating 78.19

Rock Music 57.54

Urban Fashion 41.89

Surfing 11.34

3 Different Lunch Tables with HipHop as the Primary Attribute

HipHopBasketballEtc.

HipHopSkatingEtc.

HipHopRock MusicEtc.

ALL online conversation

Brand Filters


Lunch Table Audience Segmentation (dummy data)

Primary Attribute: HipHop MusicAlso Passionate About: NBA Basketball, Skating, Nightlife, Video GamesConsumption Moments: Leisure, PartyingDemographic Attributes: M28-24Additional Insights: B.O.B. + Drake are faves

A

Primary Attribute: Pick Me Up JunkiesAlso Passionate About: Hiphop, Alternative Rock, Snowboarding, Monster, 5-HourConsumption Moments: Studying, LeisureDemographic Attributes: West coastAdditional Insights: <3 Free Music Downloads

B

Primary Attribute: Mountain BikingAlso Passionate About: Winter sports, NFL, Pearl JamConsumption Moments: Driving, WorkingDemographic Attributes: Men (all ages)Additional Insights: Bike Brands Super Important

C

Primary Attribute: High PerformanceAlso Passionate About: Record-Setting Performances, Motor Sports, SpeedConsumption Moments: Sports, WorkingDemographic Attributes: NAAdditional Insights: Diss on Organized Racing

D


#10 – Influencer Analysis is not Synonymous with Klout

The current suite of influencer solutions do not fully capture

how influential a person is online“ ”


The Current Influencer Tools are not the Devil, but Don’t Accurately Gauge Influence Either


<50 People Drive Share of Conversation Online

• Have complete clarity into who influences your world, and how to reach them with your content.

Thousands of key

phrases.

Millions of webpages.

100+ Metrics.

Hundreds of Outlets.

50 Top Influencers.


Where did this come from (aside from client work)?

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using social and digital analytics to build a competitive advantage

Business

digital analytics capability

people online content

chuck hemann

twitter drive

business triangle ama

group director

competitive advantage

communications landscape