social media club september 20th, 2011 - marshall sponder
DESCRIPTION
My presentation on Social Media Analytics to the Social Media Club, Internationally, as SMC Book of the month for September 2011TRANSCRIPT
Social Media Club9/20/11
Social Media Analytics WebinarChallenges and Solutions within Social Media
Analytics
Marshall Sponder WebMetricsGuru.com
Smabook.com@webmetricsguru@smanalyticsbook
Challenges to Getting it Right!
CH 7 #smabook
indentify the right firms and platforms
(see chapter 3,7, 8, 10 of #smabook)
4 types of platforms
Full Service
Self Serve
Hybrid
Inte
rnal
4 Levels of SMM Maturity
First Level: Monitoring
Second Level: Online Research
Third Level: Social Targeting & Data Management
Fourth Level: Social Business Collaboration
Analyst being paired with internal marketing PR
What works Best?
Hire people who know Social Analytics well
+ technical requirements
Plus
Is all this work really worth
it?
Setting realistic time frames and costs for Social Analytics
What can we do with these platforms?
Brand Analysis &
Brand Sentiment
International monitoring
Sentiment Analysis
Influencer
Identification
Market Research
+ -
Platform Limitations
Query Length size
Poor
Geo-location
capabilities
Little ability to segment and sub-segment data
(covered in CH 7 and CH 8)
Little
Support
Language
Little Data Consistency or interoperability
Data is often bought from aggregators
For issues and limitations (read CH 10)
Platforms are often unable to provide meaningful reports without a lot of extra manual work
Future Plays?
Read CH 12
Marshall SponderWebMetricsGuru INC.
www.smabook.comwww.webmetricsguru.com
[email protected]@webmetricsguru@smanalyticsbook
http://www.smabook.com
WebMetricsGuru INC.