digital analytics: keys to avoiding digital darwinism

Copyright ©2012 Marketing Associates LLC. All rights reserved.

C O N F I D E N T I A L

Digital AnalyticsKEYS TO AVOID DIGITAL DARWINISM

1

June 2012


C O N F I D E N T I A L 2



How fast is the social web evolving?



Twitter was founded in July, 2006 and reached 1 Billion Tweets in…

3 2 1years months day



Today:

3,800 Tweets/Second

228,000 Tweets/Minute

13,680,000 Tweets/Hour

328,320,000 Tweets/Day

= 1 BILLION Tweets every 3 days



The Twitter Population

Rank Country Population

1 People's Republic of China 1,347,350,000

2 India 1,210,193,422

3 United States 313,686,000

4 Indonesia 237,641,326

5 Brazil 192,376,496

6 Pakistan 179,764,000

7 Nigeria 162,471,000

8 Russia 143,100,000

9 Bangladesh 142,319,000

10 Japan 127,610,000

Twitter’s population would place it as the 10th largest country in the world

As of May 2012, there are an estimated 140M active users on Twitter



What are they broadcasting?

Opinions Compliments/Complaints Information Sharing Questions

ME - NOW



The 2012 Social Media Landscape

= MANY DATA SOURCES



How do we listen for conversation streams?

• Set up libraries of keywords• Boolean Logic for data aggregation

• A conversation may contain:• [Volkswagen OR VW] AND Golf NOT Clubs



How we process the conversation streams?

• Sentiment Analysis is Polarized: +/- or neutral• Demographic• Geosegment• Engagement• Influencers



Profiling And Segmenting The Data

• Brand advocate• Customer service• Feedback (survey data or focus group)• Complaints & negative sentiment• Question about a product• Prospective in-market customer



The Social CRM: Customer Relationship Management



Why aggregate social data into your CRM?



Many supportive stats…

… And Yet Most Brands Are Failing



Why aggregate social data into your CRM? [continued]



Using a Keyword Density analysis of the Volkswagen Credit Website [http://www.vw.com/en/financial-services.html] a 30-word keyword library was compiled to match against Volkswagen and Audi brands.

The following keywords were used as potential in-market indicators on Twitter:

apr financial price comparison

buy financing options program

car find a dealer protection

cars inventory quote

compare lease test drive

credit looking for dealer tradein

credit application offer trade-in

dealer order vehicle

estimator price Volkswagen credit

finance price compare Warranty

Overview of VCI Social Framework



Keywords indicative of in-market behavior were matched against the following Volkswagen products:

VW BeetleVW CCVW EosVW GolfVW Golf RVW GTIVW JettaVW Jetta SportWagenVW PassatVW RoutanVW TiguanVW Touareg




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AudiAudi A3Audi A4Audi A4 AvantAudi S4Audi S5Audi A5Audi S5 CabrioletAudi A6Audi A7Audi A8Audi AllroadAudi Q5Audi Q7Audi TT CoupeAudi TTAudi TTS CoupeAudi TT RoadsterAudi TT RSAudi R8Audi R8 SpyderAudi R8 GTAudi R8 GT Spyder

Keywords indicative of in-market behavior were also matched against Audi products




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• On Twitter a total of 167,761 conversations mentioned VW and Audi Brands in May 2012• 90K posts related to Audi brands or 53.7% of total posts [tweets]• 70K posts mentioned Volkswagen brands, or 46%.3% of total posts. • Volkswagen saw over a 30% increase in mentions over April 2012

Social Brand Summary: 5/1/2012 – 5/31/2012



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• 65,733 conversations mentioned a brand (vehicle) along with a potential in-market key term [see slide17]• 33.1K posts related to Volkswagen and an in-market key term • 32.7K posts mentioned Audi along with an in-market key term• Though daily volume fluctuated, the monthly market share is almost equal with 50.2% belonging to VW

VW mentions peaked on May 9 at 1,877 Audi mentions peaked on

May 18 at 1,785

Daily trends of key terms for all brands/products



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• 87% of tweets were ‘Neutral’; meaning neither positive or negative as determined by Radian6 linguistic engine• The above data focused on Positive/Negative/Mixed, or 12.7% of the total May conversation streams for VW

• From a total of 3.6K conversations, 71.4% were positive• 27.7% were negative • <1% was mixed (containing both positive and negative words)

• Negative comments can be further mined and directed to customer service workflow

VCI: Sentiment Analysis Overview



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• When further segmenting the 2.6K positive comments we can see patterns in the conversation streams• Beetle, Jetta and Passat are amongst the more popular brands discussed on Twitter• Positive sentiments such as excitement, happiness may be indicative of a person who is in-market

• Khaleed (top-left) is in the 21-24 Male demographic and is above the 90 th percentile for # of followers with 340• 93% of Twitter accounts have < 100 followers [see Appendix]

VCI: Positive Sentiment Examples



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• VW current Social Market Share [MAY2012] is 8%• The above topics and accounts can be used as part of a social strategy

to increase social influence• Consolidate and increase inbound links

Estimated 21 million active Twitter users in the U.S.

33% of personal accounts follow at least one brand

Tweets last up to 67x longer for users with higher Klout* scores

VCI: Influencers, Topics and Social Market Share

/@youtube

/@vw

/@jalopnik

/@huffposttech

/@sharethis

/@driversdrive

/@volkswagen

/@techvehicles

/@psfk

/@mattbarker1

0 50 100 150 200 250 300 350 400 450 500

491

101

66

55

47

40

37

34

28

25

Top 10 Influential Accounts

#volkswagen

#cars

#car

#vw

#gti

#vwfan

#jetta

#golf

#auto

#beetle

0 200 400 600 800 1000 1200 1400

1183

555

494

488

156

156

152

145

143

138

Top 10 Most Popular Topics

All Auto Finance

92%

VW Finan-cial Services

8%

Klout: The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure True Reach, Amplification and Network Impact



Social Market Share Impact on Search

I’m the #1 Search Engine

..………………...+ 8.36………………...+ 13.41

………………...+ 23.66

...+ 49.21

Δ of Avg. Rank



Closer Look at Social Value

Key Points:

• As content is shared and people visit your Website, it's important to understand how visitors from different social sources engage with your content.

• Assisted Conversions: This is the metric (and monetary value) of sales and conversions the social network assisted. An assist occurs when someone visits your site, leaves without converting, but returns later to convert during a subsequent visit.

• Last Interaction Social Conversion: This is the number (and monetary value) of last click sales and conversions. When someone visits your site and converts, the visit is considered a last click. The higher these numbers, the more important the social network’s role in driving completion of sales and conversions.



Calculating Social Media ROI



5 Keys To Stay Competitive in Digital

1. Social Networks: from Facebook to Twitter to Google+, understand how they’re connecting to influencers and businesses via analytics.

2. Social Data Aggregation: Collect, segment and attribute social consumer data and integrate with CRM

3. Provide Holistic Online Presence for your business across a variety of platforms such as tablets, smartphones, laptops and desktops. Understand how consumers are experiencing the online presences your company creates and whether or not they deliver a holistic and optimized experience per platform.

4. Quantify Your Consumer Clickpath based on the platform consumers are using. Steer experiences based on the expectations of your customers. Consider the device or network where customers enter marketing funnel when measuring ROI.

5. Spend 95% of Time Defining Problem and 5% solving it; automate your reports. Attempting to answer questions without an adequate tracking architecture may at times be impossible or generate inaccurate data. Define your variables and equations prior to campaign launch to analyze and fully understand digital data.



Thank you!

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Roni Leibovitch, Senior Consultant

Decision [email protected]

mailto:[email protected]



Appendix

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Twitt er Infl uence

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Fact: 93.6% of Twitter users have less than 100 followers, while 98% of users have less than 400 followers. Meanwhile, 1.35% of users have more 500 followers, and only 0.68% of more than 1,000 followers.



Top 50 U.S. Brands

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digital analytics: keys to avoiding digital darwinism

Technology

market key

market behavior

audi brands

rights reserved

conversation

total posts

negative

volkswagen