the 5 essential steps for complete social analysis
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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
© 2015 Simply Measured, Inc.
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
© 2015 Simply Measured, Inc.
3 Key Ingredients of a Solid Audit
• Conversation audit
• Channel audit
• Content audit
#SocialAnalytics
© 2015 Simply Measured, Inc.
Puma Example - Insights From Audit
#SocialAnalytics
© 2015 Simply Measured, Inc.
REI Example - #stoke
#SocialAnalytics
© 2015 Simply Measured, Inc.
Choose Your KPI’s Wisely
#SocialAnalytics
#2 Analyze as You Execute
© 2015 Simply Measured, Inc.
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
© 2015 Simply Measured, Inc.
Real Time Marketing Gone Wrong
23
#3 Measure Results
© 2015 Simply Measured, Inc.
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?
26
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
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