gilligan's guide to analysts as community managers' best friends

@tgwilson / gilliganondata.com

The Community Manager’s Best Friend: You


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‣ Well-intentioned and earnest

‣ Likable

‣ Open to feedback

Community Manager


The Analyst ‣ Multi-faceted

‣ Supporting the star of the show

‣ Key to delivering great ratings!


The start of our3-hourtour…


The start of our30-minutetour…


What does “social media analytics” even mean?


DataRTs

Virality

Listening

MonitoringROIMetrics

Facebook Insights

Sentiment Analysis

Influence

Klout Score

Dashboards

Big Data


AnalyticsPerformance measurement, analysis, optimization

Monitoring and ModeratingFacebook posts, tweets by the brand, uploaded YouTube videos

Listening (and Learning)Brand mentions, trending topics among target consumers

There are many different uses for the

data.


There are sooooo many tools!


Channel-Provided Data

Social Relationship Management (SRM) Tools

Online Listening Platforms

Site-Side Analytics

“Influencer” Calculators

Facebook Insights, YouTube Analytics

Platform APIs: PageLever, Prosodic, Twitalyzer, TweetReach, Repinly, ...

Vitrue , BuddyMedia, Context Optional, Shoutlet, Hootsuite, …

Radian6, SM2, Sysomos, Syncapse, …

Adobiture, Google Analytics, Coremetrics, Webtrends, ForeSee, OpinionLab, …

Klout, PeerIndex, …


Analytics

Monitoring and Moderating

Listening (and Learning)

Channel-Provided Data

Social Relationship Management (SRM) Tools

Online Listening Platforms


What data do we want?Will it really be actionable?

Is this data “available?”No tool can violate the physics of the internet

Do we already have a tool that will work?The grass is always greener…

What tools are others using for this?Beth Kanter, John Lovett, Twitter, Forrester…

Quick trial of the most promising tool(s)Be wary of “we don’t offer a free trial”


The ROI of Social Media


What do we want to accomplish?

How will we know if we’ve done that?

Two Magic Questions


Gaining Exposure

Fostering Dialogue

Facilitating Support

Promoting Advocacy

Generating Interaction

Spurring Innovation


But I have to show business value!


Increase the reach of the XXXX brand

Promote advocacy of the

XXXX brand

Foster dialogue with consumers

Increase XXXX sales

Social Media Objectives

Business Outcomes

Expose target consumers who are not current

customers to the brand

Increase XXXX exposure through consumers’ social

graphs

Increase loyalty to the XXXX brand for customers (by

facilitating advocacy)

Increase brand affinity for XXXX

XXXX included in consideration set for

<category> purchases

Causal Modeling


Analysis and Optimization


Community Manager’s Question

Translate to a Testable Hypothesis

Determine How Best to Test

Conduct the Test / Analysis

Deliver (and Apply) the Results


‣ How often should we post?

‣ What days of the week are most / least

effective?

‣ What times of day are most/least effective?


‣ How often should I post/tweet?

‣ When should I post/tweet (time of day / day of week)?

‣ What type of posts/tweets are most effective (videos, links, questions)?

‣ How do proactive (planned) vs. reactive (response) posts/tweets work

differently?

‣ How is paid (social) media affecting my ability to “organically” reach

consumers?

‣ …


Friends don’t let friends…


Analysts don’t let Community Managers…


…obsess about automatedsentiment analysis


…obsess about automatedsentiment analysis

“Positive” Tweets

‣ “goodbye to working as a cashier at <the retailer> to working in the bakery at <a competitor> #whatilovetodo #excited #cantwaittostart”

‣ “amazing rainbow at<the retailer>

instagr.am/p/O4JUXxXxXx/”

‣ “So happy tomorrow is my last day at <the retailer>”

“Negative” Tweets

‣ “My mom says we dont have money but yet shes at

<the retailer>… Thats bullshit”

‣ “When people give away <coupons for the retailer>

<<<< idiots”

‣ “Hate the shirt I’m wearing, going to attempt a blitz shopping trip to <the

retailer> before school. Wish me luck!”


Automated sentiment analysis IS a useful way

to filter


Analysts don’t let Community Managers…


…obsess about finding “influencers”

“We’re going to shoot a viral video.”



“We’re going to roll out a new CRM platform that will enable 1-to-1 marketing!!!”



“We’re going to pay a company to dramatically boost our search rankings.”



“We’re going to identify ‘influencers’ whose endorsements of our brand will drive members of their social

graph to buy, buy, BUY!!!”


Klout is a useful way to gauge “high” vs. “low”

social activity


Best Friends:

‣ Build and maintain

a strong

relationship

‣ Have a high level of

mutual trust and

respect

‣ Support each other

through

collaboration


thanks

gilligan's guide to analysts as community managers' best friends

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