social smarts presenation marshall sponder - updated 9-16-12
Post on 13-Sep-2014
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My presentation to the Netbase and wider social media community on merging web analytics and social media and why it is so important.TRANSCRIPT
5 Tips: Why Web + Social Analytics = Smarter Action
Marshall Sponder WebMetricsGuru Inc
Promise of Web Analytics (when it works)
Social Media Analytics is great for
measuring Social Activities off your site, on the Web
Social Web Analytics allows measurement of both Social + Website, together
WebAnalytics
Social
Social
SEO/SEM
What does mixing Social and Web Analytics Look Like? (hint: UCI course)
Finding 1: Netflix Key Sentiment Over Time using NetBase
Oct. 4 3rd qtr earnings: Netflix loses 800,000 customers, but increased net revenue
July 12, CEO announces price increase
Sept 18 CEO apologizes for price hike but doesn’t change prices
Netflix increases streaming libraryE-mail
sent to all users
Netflix kills Quickster
Top Positive Themes & Hashtags
Top Themes Top Hashtags
Top Positive Themes:•Movies•Blockbuster•Watching netflix•Devices
Top Positive Hashtags:•Doctorwho•Taurus•Firstworldpains•News
Top Likes and Dislikes
Getting to know the “Customer Mindset” is something Social Media Analytics is right for, and something that Web Analytics is generally unable to do. Netbase is one of the best platforms for this type of analysis.
NetBase Brand Passion IndexEnglish Spanish
German Insight: For both McDonalds’s & KFC, Spanish creates a greater buzz than German. McDonald’s buzz is larger than KFC in all languages
Web Audience Data Combined with Social Data/ Sentiment is the best option
Netflix increases streaming library
July 12, CEO announces price increase
Compete.com (Web) + NetBase (Social)
1+1=3Once you map the sentiment of people who talk about Netflix to their location on the Traffic Dashboard you have a “new way” of visualizing audience sentiment by visitor segment and overall site referral traffic
Plus, “Big Data” Analytics helps users to find new patterns and insights
Thanks to Big Data, Analytics Will Be a $51B Business by 2016: IDC
Most CMO’s believe Social Media Impacts Sales (but are uncertain it drives Sales)
But most of the trackable Social Media Activity isn’t integrated
with existing Web Analytics
solutions.
The Mobile Web, Web Tablets and
smart phones, with their accompanying apps (most which
are socially enabled) are
challenging to track well with any single
system, Web Analytics, Social or
Mobile
Mobile / Social Analytics is Complex and a Multi-Platform function today
MixPanel for app Click act
Sailthru
Sonar.mewebsite
Google Analytics
AWE.SM
Facebook Analytics
Twitter Analytics
The majority of companies measure volume of traffic from social media to their sites (often using
Web Analytics)
5 strategies Digital Marketers must get right
1. SEM/Web Analytics Implementation (fusion)
2. Social Media Strategy that includes
Web Analytics3. Media Buys that support both
4. Marketing Programs covering
Every touch point5. Measurement Strategy
That ties it all together!
5 Major Challenges Digital Marketers Face
1. Articulating business goals
2. Getting right data
3. Cutting out hype and choosing right solutions
4. Cleaning data so it can be used for
analysis
5.Manipulate data to visualize new possibilities
Deep Dives into 5 Major Concernsfor Digital Marketers
1. Dirty Data vs. Clean Data2. Left Brain (IT) vs. Right Brain (Marcom) 3. Personalization vs. Generic Content4. Ultraviolet Data vs. Generic Data 5. New School vs. Old School Marketing
1. Dirty Data vs. Clean Data (structured)
Data Explosion!
Emerging Media, each Channel needs (evolves) it’s own Analytics
Log based Web Analytics, FeedBurner
Various Widget Analytics Platforms
Various Chat Room Analytics
Various Message Board Analytics
Log based Web Analytics, FeedBurner
Various Video Analytics Platforms
Various Photo Sharing Analytics Platforms Twitter Analytics
and Awe.sm
Web Analytics, Google Analytics
Moblie – Flurry,
MixPanel, Adobe SC
The Big Data Continuum
Structured vs. Unstructured Data
(UV) Unstructured Data Structured Data
Interface DesignWorkflow Design
X
How much
unstructured data can you
live with?Organizing the data for insights is
major headache! Ouch
OuchOuch
Ouch
Ouch
Big Data Stacks, which ones do you choose to store and process information ?
The “Interface” ProblemAnalytics platforms have not evolved quickly enough to satisfy stakeholders actual Data Needs (why they bought the platforms in the first place); but users can’t yet articulate their needs because they don’t understand the data or it’s uses as it applies to their everyday tasks.
Medium as Message, improved Analytics Interfaces & Workflows will
raise analyst Productivity dramatically
2. Data Shaping Continuum
More Impersonal vs. More Personal
IT/SCI/BIZMarketers
Artists, Comm, PR
Who do you want to get
your information
from?
Left and Right Brained Siloes and their toolsets (difficult to reconcile)
Right Brain Left Brain
We Need Synthesis of the Left and Right Brain to see Whole Picture
3. The Personalized vs. Generic Continuum
The Analytics for Personalized messaging is expensive to create and time consuming to
scale
Personalization is worth while if there enough time and resources
We need just the right amount of Personalization
4. The Measurement Continuum
Activity on Your Websites Conversations Online
Platforms are often described by the functions (What) your trying to preform with them
Site Focused
Social Media Measurement Delivery Process
Social Analytics Space is saturated and has 20x more players than the map shows (tip of the iceberg) and radiates out to adjacent offerings and other layers of software (not shown)
Earth and Sky
Social Media
Your Website(s)
Need a Balanced View of Social/Web
x
5. The Old vs. New Marketing Continuum
OLD
“me based”conservative
NEW
“us based”Open, Eclectic
In New Media, Using The Right Title is Very Important
Old vs. NewUnderstanding who
your Customer is
Biggest Challenge is coming up with the Right Metrics
Defining your Metrics for Success
Assemble Your Analytics Plan
Example of a Student’s Analytics PlanResurrecting George Enescu’s Work
Salvage the reputation of the Romanian 20th century composer, George Enescu
Classical music institutions, enthusiasts, and musicians alike
Ideally GeorgeEnescu.com A 6 month campaign period
Online videos, online networking, podcasts, musicological research
Personal blog, radio stations, YouTube, musicological conferences, etc.
Enescu’s art ought to be enjoyed and celebrated as the work of a deserving, 20th-century master
Program to promote the musicians and orchestras who wish to explore Enescu’s work
Popularity on Google Trends
New business connections and partnerships
Goal: Audience:
Location: Timing:
Vehicle: Venues:
Message:
Program:
Metrics/KPI’sNew visitors to website
Among
Through/ With
Ask fans and customers to
Regarding the
Success will be judged by
Youtube statistics
Getting Ready
Being the right Stakeholder or Client
1. Define personal characteristics and work-style need to realize measurement goals
2. Be true to yourself
3. Be willing to spend the time to do the necessary research around Analytics needs and budgeting
4. Get the whole team involved
5. Hire the Right Expert(s) to come in and help set it all up
Combining Social Media with Web Analytics for Greater Insights
Use Web Analytics to measure the impact of your Social Activity driving traffic to your on your Website. Site analytics is one aspect to measuring social media and any ROI usually has a Web analytics component or input.
Web Analytics works well to measure the impact of Social Media to your business if your ultimate goal is to bring everyone that hears about you in Social Media back to your Website. If that’s not your goal, Web Analytics will not be very helpful.
Measure the impact of Social Activity on your on your Website using Google Analytics.
Website Tools are evolving to track Social Shares generated by WOM and Social Campaigns that lead back to your site
And Track how Social Traffic moves around on your website.
Tips: Why Web and Social = Smarter Action
So What?
Data Mashups
Check platformsFo
rmul
ate
objec
tives
goals
Test and Measure
Get
Insights
Take
Action
1. Apply the “so what?” test to your social media metrics
2. Link up Internal House Data and Third Party Panel Data with your Social Media Data
3. Make sure you have the right analytics platforms to capture the data you need for your metrics and KPI and they are set up optimally.
4. Formulate your objectives and goals such that you can measure with the data your collecting, and results lead to action.
5. Track and Measure, colleting data to gain insights, then repeat the process on a regular basis
5 Tips:Why Web + Social = Smarter Action
1. Apply a “so what?” test to your social media metrics and analytics
2. Mash up Other Metrics Data With Your Social Media Measurement Data
3. Check you have the right platforms in place to collect the needed data
4. Formulate Goals & KPI’s
5. Test and Measure and formulate Insights with the results
Learn more about NetBase, in depth, and Social Media Measurement at my UCI Class starting this Winter, again
The Arts and Culture Intersect with Social and Web Analytics
at the Rutgers Course I developed and am teaching on
Social Media And The ArtsWinter/Spring Semester
Marshall SponderWebMetricsGuru INC.
www.webmetricsguru.comwww.smabook.com
[email protected]@webmetricsguru@smanalyticsbook
WebMetricsGuru.com
WebMetricsGuru INC.
Thank You!