social data strategy - insight...
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Social Data Strategy
2015 Lenovo Internal. All rights reserved.
How do we get to the actionable insight
WW Social Media Team
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2 2015 Lenovo Internal. All rights reserved.
Social analytics team @ Lenovo
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3 2016 Lenovo Internal. All rights reserved.
SocTech Stack
Social Media Tools
Publishing &
Community management
Reporting & Competitive Benchmarki
ng
Social Listening
Advocacy Security
Social Media Curation
Paid media Management
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4 2015 Lenovo Internal. All rights reserved.
What’s the plan?
•Valid: reflect current behaviour and include relevant platforms
•Scalable: do not require manual collection or analysis and are worldwide
•Actionable: support your objectives and strategy
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5 2015 Lenovo Internal. All rights reserved.
Valid
Scalable
Actionable
KPI
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6 2015 Lenovo Internal. All rights reserved.
Social & Digital
metrics are evolving • Audience behaviour is changing
• Platforms are changing
• New platforms appear
• Standard metrics need to be
constantly reviewed
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7 2015 Lenovo Internal. All rights reserved.
Social media: global
view
• Different platforms=different
data
• What happens in [insert a
country here] – stays there
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8 2015 Lenovo Internal. All rights reserved.
There is a problem with
sentiment • Automated sentiment is still not
accurate
• Human analysis is not scalable
• Text analytics and qualitative metrics can provide the insight
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9 2015 Lenovo Internal. All rights reserved.
Is it the right community
•Community size shows scale
•Understanding your community is
key to success: do I have my target
audience among my followers?
•How to understand your audience
profile?
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10 2015 Lenovo Internal. All rights reserved.
Engagement isn’t one metric
•Why engagement is important?
•Engagement reflects behaviour on the channel
• It also needs to be aligned with goals – Amplification
– Interaction
– Recommendation
– Conversation
– Emotion
– ..all these are engagements
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Sources of data: are they
equal?
•Facebook is still a “walled garden”
•What is the influence of Twitter and
why do we care?
•Whatsapp, Wechat, Telegram, Line?
•Forums: rich in data
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Video metrics
• Video consumption is growing
• Total views is not enough
• Cross-platform measurement challenge
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Questions?
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