a strategy for social media analytics
DESCRIPTION
Presented by Mr Cedric Dias, Digital Director & Head of Social Media, Havas Media and Head (APAC), Socialyse, at ISS-IBM Seminar: A Measure of Social Media Analytics on 31 Jul 2014.TRANSCRIPT
Social Media Analytics By Cedric Dias Digital Director and Head of Social Media, Havas Media Head (APAC), Socialyse
What Are We Covering Today?
A Strategy for Analytics
Choose an Analytics Tool
Case Studies
© 2014 Havas Media / Socialyse
A Strategy for Analytics
© 2014 Havas Media / Socialyse
What does Social Media Analytics involve?
It is a three stage process
• Use of monitoring, listening and insights tools
Capture Data
• Sieve out the noise and get to metrics that are meaningful
Understand Data • Use of charts and
diagrams to turn data into insights
Present Data
© 2014 Havas Media / Socialyse
What’s the ROI of Social Media?
There is no single ROI for social media.
Every social media metric should tie to a business metric, which should map to a business goal
© 2014 Havas Media / Socialyse
Building a proper framework is the key first step
.
Technology Identify tools based on strategy, metrics, and organisation
Organisation Identify required
resources Identify required
training Identify barriers
Metrics Define success Recommend actions
Strategy Define business objectives Identify required insights
© 2014 Havas Media / Socialyse
Consider several factors that affect your brand as well
Brand Health
Marketing Optimisation
Revenue Generation
Attitudes, conversations & behaviors towards your brand
Improving effectiveness of marketing programs
Where & how your company generates revenue
© 2014 Havas Media / Socialyse
Consider several factors that affect your brand as well
Operation Efficiency
Customer Experience
Innovation
Where & how your company reduces expenses
Your relationship with customers & their experience with your brand
Collaborating with customers to drive future products & services
© 2014 Havas Media / Socialyse
Choose An Analytics Tool
© 2014 Havas Media / Socialyse
Assess first what are your priorities for analytics
Data Quality Brand Situation Vendor Support
Training Sessions
Language Support Alerts
Find out what features you’ll need from a tool
© 2014 Havas Media / Socialyse
Use multiple tools…
The key is not the number of tools used, but whether they are, individually and collectively, the
right ones for the job in terms of effectiveness, price performance, service, support, and results
© 2014 Havas Media / Socialyse
…but be wary of Frankenmetrics
capture, analyze, and interpret this
data
Clearly define your goals and
strategies
focus on the metrics that support them
find your data
sources
© 2014 Havas Media / Socialyse
How Do You Measure & What Tools Do You Use?
Facebook Insights
Third-Party Tools
Google Analytics
Youtube Analytics
Sysomos
© 2014 Havas Media / Socialyse
Case Studies
© 2014 Havas Media / Socialyse
Let’s Look At Post Types
Pink Line = Likes, Comments, Shares Blue Line = Post Clicks
Insight: Our posts have been a mixture of Links and Photos, and typical
with most fanpages, the Photo posts do the best compared to Links. We should try out Video Posts to see if the fans react better to those or to Photos
© 2014 Havas Media / Socialyse
People Engaged
Data: The people who are most engaged with the page are also within the same age group of 25 – 44. We’re hitting the right target audience with our content and paid media.
© 2014 Havas Media / Socialyse
Page Post Analysis
Insight: Listed above are posts that minimum 10.5% engagements. These posts are generally under Eco Tech & Design and Fan Talk categories. There are also high engagement where there is mentioned of Faces & Places photo contest.
© 2014 Havas Media / Socialyse
© 2014 Havas Media / Socialyse
Using Google Analytics to track
© 2014 Havas Media / Socialyse
Campaign Performance – Influencer use
• We were able to analyze the bloggers with the most reads, clicks and conversions through implementing an image served by our double click servers.
• Christine provided highest reach whilst Hubsch garnered highest conversions. • This helped the client in pointing out which bloggers they should return to for respective
objectives of future campaigns.
© 2014 Havas Media / Socialyse
Listening For Insights
Insights & Learnings Engagement Customer
Support
Decision Support Performance Management
© 2014 Havas Media / Socialyse
What Do You Listen For?
http://moz.com/ugc/how-to-improve-your-business-roi-with-social-media-listening-dont-just-listenengage
© 2014 Havas Media / Socialyse
© 2014 Havas Media / Socialyse
New Product Creation
http://www.youtube.com/watch?v=Ody_06_NL-U 30
Case Studies: CISCO
http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing-latest-technology-in-the-executive-briefing-center-ciscolistens/
All screens are using either our own Cisco SocialMiner product or Radian6 for analytics
Twitter-based global heat map: Real-time global tweets are displayed Social Media Influencers: What influencers are tweeting about Cisco Product Family Landscape: What conversations are happening around both Collaboration and the Data Center and Virtualization architectures Social Media Word Cloud: Highlighting current trending topics
© 2014 Havas Media / Socialyse
Case Studies: MasterCard
Mastercard “conversation suite,” a dedicated team of four sits and listens to what stakeholders are saying about the brand. When this team is sleeping, its counterpart in Singapore, Dubai and Australia takes over. The main team (U.S.) of four collaborates internally with PR, marketing, product and customer service teams to better engage stakeholders.
http://www.digiday.com/brands/inside-mastercards-social-command-center/
© 2014 Havas Media / Socialyse
What Else Did They Learn?
1. Influencers are not just bloggers.
• They identified journalists who issued stories about MasterCard and related stories
• Plus, which media outlets are most prevalent
2. Conversations about your brand need not include your brand name
• Their study revealed that there are 30 million conversations happening a month on social media platforms tallking about MasterCard.
• The brand was part of less than 1 percent of these conversations. • Today, the company is looking for conversations that mention
Mastercard or topics relevant to the brand, like a world beyond cash, emerging payments and financial inclusion
© 2014 Havas Media / Socialyse
Social Analytics is here to stay
Start with your objectives
Use a mix of tools
Integrate Analytics from the beginning
Allocate right resources and efforts
Summary
© 2014 Havas Media / Socialyse
Thank you! Cedric Dias Digital Director and Head of Social Media, Havas Media Head (APAC), Socialyse [email protected] D: +65 6645 4729 M: +65 9796 9646 T: +65 6645 4700