integrating social media monitoring, analytics and engagment marshall sponder for london -march...

Success

Story

Social Data

Social Intelligence – Making sense of Social Media Messages

Social Scoring – Analyze social profiles and organize it in your own

unique way to you can act on the information.

Social Marketing Management – Building your Brand through

interactions with customers, or in our case, students.

Analytics – Campaign and performance data with Industry benchmarks.

IT/Unix SEO /Web

Analytics

CORPORATE MKG /PR

ANAL

What are the Right Tools for a E2E Solution?

Hybrid Data

UV Data

Social Intelligence

Usable Information

Social

CRM

POS

email

Search

Offline

WOM

Businesses already have a lot of

data, they need understanding in

order to get the full value from it

– that is more frequently the case

than needing to master “Big

Data”.

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

Cust

om

izati

on

Req

uir

ed

Tim

e a

nd

Cost

Business Value and Customer Type / Need

Cleaned & Structured

Data

Structured Data Dirty Data

Cust

om

izati

on

Req

uir

ed

Tim

e a

nd

Cost

Business Value – Context Sensitive

Cleaned & Structured Data

Structured

Data

Dirty

Data

• The Data they can access and store

UNSTRUCTUED

DATA

• Problems platforms able to solve

PROBLEM DEFINATION • Workflow to

surface the right data

Surfacing Data

Social

CRM

POS

email Search

Offline

WOM

Proximity Based Communications

3D Printing

Collaborative Consumption

Gesture Based Interfaces

Virtual Reality

Quantified Self

Quantified World

Digital Screen Experiences

Power Everywhere

Social

CRM

POS

email

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

Karate Kid / Starfleet Academy

Master small steps, combine them

effectively,

& win the Championship,

should work with most subjects

Sop

his

tica

tion

Tim

e Sp

ent

Free or Low Cost

Up to 5K ~month

5K-20K ~month

Previous Business Investment/ Size

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

Deciding what data to collect has become a major headache

Source: http://www.asterdata.com/blog/wp-

content/uploads/2012/04/social-media-graph.png

The biggest challenge is

“hooking up” these systems so

the information actually

makes sense to business

owners at an acceptable price

Source: http://oursocialtimes.com/what-salesforce-

coms-acquisition-of-radian6-means-for-businesses/

Source:

http://i.i.com.com/cnwk.1d/i/t

im/2012/04/06/Brin_glasses_T

homas_Hawk_610x407.jpg

http://allthingsd.com/20130313

/google-glass-will-disrupt-

social-media-with-too-much-

data/

…existing social networks would need to rebuild

themselves from scratch in order to do this, since it’s

such a drastic change in how social information is

curated.

…The next generation of social networks will enable users to easily digest and access large amounts of

information. I say next generation, and not new iteration because ….

Consumer Research

Listening for Insights

Rich Categorization

NLP (machine learning)

Social Media Coverage

PR Monitoring & Support

Listening and Engagement

Traditional Media

Coverage*

Influencer Identification

Topic Categorization

Social Campaigns

Automating of the engagement

Workflow

Operational Metrics

Low-Latency

Care of Gary Angel – Semphonic.com

Source: Semphonic.com

MixPanel for app Click act

Sailthru

Sonar.me

website

Google Analytics

AWE.SM

Facebook Analytics

Twitter Analytics

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

Free Paid Paid

Source: http://www.somemo.at/?p=1037

Caveat:

Changing

Tools

changes

The

Results

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

2/3 of the sales are coming from Internal and External Agencies

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

These could be the wrong reasons to use platforms in my opinion

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

Many vendors would like to sell their services to the top 6.6% of the customer base. But most people here at #measure13 want much less expensive solutions. Also, they don’t understand differences in offerings.

Source: http://www.socialmediaexaminer.com/social-

media-marketing-industry-report-2012/

How much time do you have

to invest doing Social Media?

How big is your organization?

Depends on

your needs.

If you need

to spend a

few hours a

day to grasp

what is

being said –

Yes. 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: http://allinfographics.org/social-media-monitoring-tools-

facts-and-how-to-use/

Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

The dissatisfaction or “look warm appreciation” of 66% is probably tied to purchasing services while not fully understanding their limitations or best uses of the platforms or the data they provide

Goal(s): Audience:

Location: Timing :

Vehicle (how your going to do it): Venues (where your going to do it):

Message (Call(S) to Action):

Product / Service / Program

Metrics/KPI’s

among

through/ with

ask fans and customers to

Regarding our

Where Success will be judged by

Always Have a Plan

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.

4. Develop/Visualize a Story plan and be able to execute it.