what social media analytics can't tell you (sxsw interactive 2014)

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@VISIONCRITICAL WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA

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Social media analytics can help you understand the active members of your social media audience, but what about the people who aren't posting? How do you fill in the gaps in your analytics with insight into your customers' purchases, your fans' offline interests, or your users' reasons for liking what they like? Find a new way of tackling these questions in a session that shares a new approach to social media insight, and see how some of the web's leading thinkers are answering their research questions by combining social media analytics with survey data. Find out how this brings new insight to a 90,000-person study of the collaborative economy; how it enhances what we know about online fundraising; and what it tells Discovery about how social media users watch TV. Whether you're looking for fresh insight on what makes social media users tick, or trying to expand your own monitoring and analytics program, this session will give you a first look at the latest data and research methods. This panel was presented at SXSW Interactive on March 7, 2014. The panel included: - Alexandra Samuel, Vision Critical • @awsamuel - Jeremiah Owyang, Crowd Companies • @jowyang - Colby Flint, Discovery Communications • @discoverycomm - Beth Kanter • @kanter Some data from this presentation were taken from our latest report, Sharing is New Buying: How to Win in the Collaborative Economy: http://bit.ly/SharingNewBuyingSH

TRANSCRIPT

  • The Collaborative Economy:

    Insights from Social Media

    Jeremiah Owyang

    @jowyang

  • @JOWYANG

  • @JOWYANG

  • @JOWYANG

    @VISIONCRITICAL

    @JOWYANG

  • @JOWYANG

  • @JOWYANG

    @VISIONCRITICAL

    WHAT

    SOCIAL MEDIA

    ANALYTICS

    CANT TELL YOU

    Alexandra Samuel, Vision Critical @awsamuel

    Jeremiah Owyang, Crowd Companies @jowyang

    Colby Flint, Discovery Communications @discoverycomm

    Beth Kanter @kanter

    #SMDATA

    #SMDATA

    *

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    @VISIONCRITICAL

    WHAT

    SOCIAL MEDIA

    ANALYTICS

    CANT TELL YOU

    Alexandra Samuel, Vision Critical @awsamuel

    Jeremiah Owyang, Crowd Companies @jowyang

    Colby Flint, Discovery Communications @discoverycomm

    Beth Kanter @kanter

    #SMDATA

    #SMDATA

    *

  • Charity Donations and

    Active Social Media Users

    Topline Insights from Vision Critical Research

    SXSW March, 2014

    Beth Kanter, Author, Trainer, and Blogger

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  • What if your data set combined survey data about donation habits with actual social media usage?

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  • Does more social media use equal more donations?

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  • Flickr Photo by tedski

    Charity Slacktivists

    Flickr photo

    http://www.flickr.com/photos/tedski/163900253/sizes/l/

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  • http://www.flickr.com/photos/curtisperry/8095593202/sizes/o/

    http://www.flickr.com/photos/kevindean/5836900722/sizes/o/

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  • http://www.flickr.com/photos/curtisperry/8095593202/sizes/o/

    http://www.flickr.com/photos/kevindean/5836900722/sizes/o/

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  • http://www.flickr.com/photos/qualityfrog/3615112823/sizes/o/

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  • Actionable Takeaways from Research

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  • Slack off of slacktivism active social media users are valuableSocial channels can be an effective on-ramp for NEW donors, especially more active social media users, but find ways to keep connectedIf you arent urging your donors to post about your charity when they donate or encourage them to fundraise on your behalf, you are missing a huge opportunity.

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    @VISIONCRITICAL

    WHAT

    SOCIAL MEDIA

    ANALYTICS

    CANT TELL YOU

    Alexandra Samuel, Vision Critical @awsamuel

    Jeremiah Owyang, Crowd Companies @jowyang

    Colby Flint, Discovery Communications @discoverycomm

    Beth Kanter @kanter

    #SMDATA

    #SMDATA

    *