social media measurement essentials to get out of data hell (sic 2014)
DESCRIPTION
Have you found yourself in data hell when it comes to social media measurement & analytics? This presentation provides a practical framework to help organize the world of social data, define the metrics and analysis that matter, and align your team objectives. Presentation for Seattle Interactive Conference 2014 #SIC2014.TRANSCRIPT
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GET OUT OF DATA HELL:
Social Media Measurement Essentials
#SIC2014 #MakeSense
Adam SchoenfeldCEO, Simply Measured@schoeny
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2 © 2014 Simply Measured, Inc
Welcome to Seattle
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3 © 2014 Simply Measured, Inc
Twitter Predictions for SIC Attendees
WashingtonCalifornia
OregonMassachusetts
New YorkTexas
DCMaryland
VirginiaFlorida
OhioLouisiana
MaineMissouri
0% 10% 20% 30% 40% 50% 60% 70% 80%
75%8%
5%3%
2%1%
1%1%
0%0%0%0%0%0%0%
People Tweeting #SIC2014: Top States
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4 © 2014 Simply Measured, Inc
I’m not going to talk about setting objectives…
InnovationCollaborating with customers to drive future products and services
Customer ExperienceImproving your relationship with customers, and their experience with your brand
Operational EfficiencyWhere and how your company reduces expenses
Brand HealthA measure of attitudes, conversation and behavior toward your brand
Marketing OptimizationImproving the effectiveness of marketing programs
Revenue GenerationWhere and how your company generates revenue
BUSINESSGOAL
Source: Altimeter Group
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5 © 2014 Simply Measured, Inc
Even with great objectives we can end-up in data hell
Set ObjectivesSomething happens
Track all the data!
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The starting point is often “track everything”
- 100s of profiles- 100s of keywords- 1000s of users- 12s of brands and products- All the channels.
This happens even when we have great objectives
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7 © 2014 Simply Measured, Inc
Two concepts to help
- 5 Dimensions of Social Analytics
- Collect Understand Share
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8 © 2014 Simply Measured, Inc
5 Dimensions of Social Analytics
Performance MeasurementMeasure your brand activities
Market AnalysisAnalyze the social landscape
Social Marketing
Social Care
Audiences
Conversations Competitors
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9 © 2014 Simply Measured, Inc
Getting to Practical Data
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Why Are We In Data Hell?
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11 © 2014 Simply Measured, Inc
Social Marketers love sizzle
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© 2014 Simply Measured, Inc
72% of the people in this room are on Ello #SIC2014
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13 © 2014 Simply Measured, Inc
When it comes to data…
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14 © 2014 Simply Measured, Inc
We want all the data!
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15 © 2014 Simply Measured, Inc
Are we worried about this?
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16 © 2014 Simply Measured, Inc
This has landed us in data hell
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© 2014 Simply Measured, Inc
Measurement remains a top challenge in social media
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18 © 2014 Simply Measured, Inc
Measurement remains a top challenge in social media
Measuring the performance of paid
social media ads Comparing paid social to other channels
Source: Forrester
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© 2014 Simply Measured, Inc
Multiple dimensions to this problem
Most difficult parts of measurement and reporting ranked on a scale of 1-5
Source: Simply Measured Survey
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20 © 2014 Simply Measured, Inc
Pain exists across the board
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21 © 2014 Simply Measured, Inc
It’s a marketer problem… not just for data scientists
From data-free marketing… To data-driven marketing…
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22 © 2014 Simply Measured, Inc
Data scientists & computers love bigger data
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23 © 2014 Simply Measured, Inc
Marketers need practical data
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24 © 2014 Simply Measured, Inc
How do get practical data in social media?
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Organize your world of social data
Performance MeasurementMeasuring your brand activities
Market AnalysisAnalyzing the social landscape
Social Marketing
Social Care
Audiences
Conversations Competitors
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26 © 2014 Simply Measured, Inc
Getting to practical data
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28 © 2014 Simply Measured, Inc
Collect is often what gets us in data hell
Dealing With Data Overload
DATAInsights & Results
RESULTS
INSIGHTS
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© 2014 Simply Measured, Inc
>50% of time spent on weekly reports is aggregating metrics
from each networkSource: Simply Measured
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30 © 2014 Simply Measured, Inc
Unique characteristics of social
Two way
Not controlled
Multidimensional
Public data
Inconsistent data
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31 © 2014 Simply Measured, Inc
Web Analytics vs Social Analytics
Web Analytics
Social Analytics
Single, controlled data source
Data comes from multiple disparate silos
Access is inconsistent from multiple tools & formats
Single point of access highly configurable
Automated analyticsTime spent on insights
Incomplete or useless insightsTime wasted in data hell
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32 © 2014 Simply Measured, Inc
Data janitor is not your job title
=
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33 © 2014 Simply Measured, Inc
Tie it to the 5 Dimensions
Social Marketing• Channels• Brand Profiles• Campaigns
Social Response • Social Care Profiles
Audiences • Owned Audiences• Target Audiences
Competitors• Channels• Brand Profiles• Campaigns
Conversations • Brands• Topics
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35 © 2014 Simply Measured, Inc
Metrics
Metrics + Analysis = Answers
What Next?
Why?
Was it good?
What Happened?
Analysis
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Tie it to the 5 Dimensions…
Social Marketing• Engagement• Reach• Business Impact (Brand/Revenue)
Social Response • Response Rate & Time• Business Impact (Cost/CSAT)
Audiences• Demographics/Behaviors• Influence• Engagement
Competitors• Engagement/SOE• Volume & Reach/SOV• Trends/Topics
Conversations
• Sentiment• Influence• Trends/Topics• Demographics/Behaviors• Business Impact (Brand/CSAT)
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37 © 2014 Simply Measured, Inc
Defining Your Key Metrics
Activity Metrics Business Impact
Engagement RateAudience
ReachImpressions
Share of VoiceResponse Rate & Time
RevenueLeads
Brand AwarenessCustomer Satisfaction
Cost Savings
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38 © 2014 Simply Measured, Inc
Intermission: Social ROI
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39 © 2014 Simply Measured, Inc
Intermission: Social ROI
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Don’t forget about sharing…
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42 © 2014 Simply Measured, Inc
Three questions to consider
• Stakeholders• Cadence• Format/Deliverable
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© 2014 Simply Measured, Inc
Social MarketingDaily
WeeklyMonthly
Social TeamDemand Gen Team
Exec TeamScorecard
Presentation
Social Response MonthlyQuarterly
Support TeamSocial Team
ScorecardDashboard
Audiences QuarterlyAnnual
Consumer Insights TeamMedia buyers
Social Strategy Presentation
CompetitorsMonthlyQuarterly
AnnualSales Team
Consumer Insights TeamDashboardScorecard
ConversationsWeekly
MonthlyAnnual
Marketing TeamPR Team
Support TeamExec Team
DashboardPresentation
Map to the 5 Dimensions
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Recap
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If you are stuck here with social analytics…
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Get clear here…
Performance MeasurementMeasuring your brand activities
Market AnalysisAnalyzing the social landscape
Social Marketing
Social Care
Audiences
Conversations Competitors
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47 © 2014 Simply Measured, Inc
…and get practical data here
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© 2014 Simply Measured, Inc
Framework summaryCollect Understand Share
Social Marketing
Profiles: Brand, Stores (300)Channels: Facebook, Twitter, InstagramCampaigns: #BBBlackFriday, #HolidayOffer, etc.
Metrics: Reach, Engagement, Revenue.Analysis: Campaign Comparison, Cross Channel.
Cadence: Monthly Scorecard, Quarterly ROI Report.Audience: Social Team, Exec Team.
Social Response
Profiles: Best Buy SupportChannels: Twitter
Metrics: Response rate, Time.Analysis: Case Topics, Trends.
Cadence: Weekly ScorecardAudience: Social Team, Support Team
AudiencesOwned: BestBuy FollowersTarget: Gamers, Amazon.com Followers
Metrics: Growth Rate, Value.Analysis: Demographics, Influence
Cadence: Monthly audience acquisition analysisAudience: Social Strategy
CompetitorsProfiles: Walmart, Target, AmazonChannels: Facebook, Twitter, Instagram, Pinterest
Metrics: Share of Voice, Engagement.Analysis: Benchmarking, Content Tactics
Cadence: Monthly Competitive Benchmark, Quarterly Competitive Content AnalysisAudience: Social Strategy, Social Team
ConversationsBest Buy BrandGame SystemsGame Titles
Metrics: Volume, Reach.Analysis: Sentiment, Topics
Cadence: Quarterly AuditAudience: Social Strategy Team
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#SIC2014 #MakeSense