WinterPark Social Analytic Boot camp

Marshall Sponder WebMetricsGuru Inc. June 5th

& June 6th

2014

Teach:

Rutgers University: http://www.masongross.rutgers.edu/content/marshall

Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620

FIT:

https://epay.fitnyc.edu/C20737_ustores/web/product_detail.jsp?PRODUCTID=3706&SIN

GLESTORE=true

Write:

CMSWire: http://www.cmswire.com/author/marshall-

sponder/

ClickZ:

http://www.clickz.com/author/profile/2854/marshall-

sponder

Blog: http://webmetricsguru.com/

Book:

http://www.amazon.com/S

ocial-Media-Analytics-

Effective-

Interpreting/dp/007182449

9/ref=reader_auth_dp

Brands / Former Clients / Coworkers

IT/Unix SEO /Web

Analytics

CORPORATE MKG /PR

ANALYTICS

Learning about Measurement

& Insights that we canderive from

Social & Mobile Analytics

We spend almost all our waking hours

creating and consuming Digital

Data, and we must now learn to

understand this data using Analytics

What Is Data?

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Unstructured Data is much harder to work with –

more than 75% of the web is made up of

unstructured data

Different Data ends up with different tools and analytics platforms

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

PlatformsTwitter Analytics

and Awe.sm

Web Analytics,

Google Analytics

Mobile –

Flurry,

MixPanel,

Adobe SCSocial Medias

Analytics

informs

Many

things

Care of Gary Angel – E&Y

Finding

the right

tools for

the Job

Tip of the

Iceberg:

There are

many

platform

tools

Which Step to take Next?

Social AnalyticsLandscape is

constantly shifting ….

understand your business needs before choosing

http://www.trustradius.com/downloads/smmslandscape.jpg

Consumer Research

NEED - Rich Categorization

NEED - Machine learning

NEED - Social Media Coverage

Adapted from Gary Angel – E&Y

• What do Key Influencers Think?• How have we shaped their Message?• Can we talk to them directly?

Consumer Research Platforms

PR Monitoring & SupportNEED -Traditional Media Coverage

NEED -Influencer Identification

NEED - Topic Categorization

Adapted from Gary Angel – E&Y

• How do our customers perceive us via Social Media?• What are our brand strengths from a customer perspective?• What drives consumer choice towards our products / services?

PR – Monitoring and Influencer Scoring

Social Engagement

NEED – Workflow Solution

NEED - Operational Metrics

NEED - Low-Latency

Adapted from Gary Angel – E&Y

• Are our customers engaged?• Have we sold products?• Did we drive Higher Awareness and Site Traffic?

Some Social Engagement Platforms

Social Analytics can’t answer all these questions

need a “Converged” Approach to Data

The Social Analytics tools tend to work better for one or two things, but not so well for everything you might want to do with them.

Digital Story Telling requires Convergence • Site-side/app analytics

• E-mail analyticsWhat happened?

• Audience MeasurementWho?

• Voice of Customer

• Customer Experience ReplayDid visitors find what they were looking

for?

• Social Media Listening/AnalyticsWhat are Customers saying about your

Brand?

• Attribution/Ad Serving

• SEM/Search Tags/FloodlightDid digital advertising help drive business?

• E-commerce/Affiliate MarketingAre partners impacting business?

• A/B and Multi-variate TestingHow else can we improve conversions?

23

Converged media is similar to converged analytics, and is multi-channeled approach

http://www.titan-seo.com/NewsArticles/trifecta.html

Ellen’s Selfie was

purported to be

worth 1 Billion

dollars of “earned

media” to Samsung,

an Academy Awards

2014 Sponsor.

By taking a

“converged”

approach the Selfie

became more potent

http://www.odwyerpr.com/sto

ry/public/2220/2014-04-

09/samsung-won-1b-earned-

media-from-ellens-selfie.html

The more channels your business critically operates in, the more your analytics needs to “Converge”

Reporting tools differ based on Job Role

and language constructs

Lost in the Sea of Data!

Studies Suggests Tool evolution and use evolved with Language Development

http://www.wired.com/wiredscience/2013/09/tools-and-language/

The way we talk and describe our business goals ends up determining the kinds of tools we want to work with and find useful

Different business terminologies created to make specialized, industry vertical tasks easier to do are the biggest obstacle to a “holistic solution”, as each lexicon ends up needing its own set of tools – often these are largely redundant.

Exercise:

Drop your issue, brand, organization name in the center and pick out the orbiting topics.

Example: Triple A (AAA)

– try to understand what your business is about –then maybe, we can figure out what tools/platforms are needed using social analytics and other analytics platforms, to better capture the data and act on it.

Online Surveys

Journals/Reviews

Social Listening

Geo-Social data -Mapping

Organizational level of Maturity

with Social Analytics

First Level: Monitoring

Radian6 / Sysomos good examples of “monitoring Function” in SMM.

Example of monitoring – River of News

Manual, labor intensive, subjective, not scalable, mostly a “news feed”.

Second Level:

Online Research

Example of Market Research

OS

Style

Use

Hardware

Connect

Media

Price

Integration

Form Factor

Speed

Screen Size

Apps

Screen Res.

Gameplay

Reliability

-1

-0.5

0

0.5

1

0 500 1,000 1,500 2,000

Care of Gary Angel – E&Y

Third Level: Social Targeting

Example of Social Targeting

Care of The New York Times

Programmatic is the future of Paid Advertising

Madison Avenue is becoming more like Wall Street

http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/

Walmart's New Cost-Cutting Target: The Ad World Media

Veteran Monahan Wants Giant Retailer To Cut Waste for

Suppliers Too

"Media planning today is beyond

human comprehension," Mr.

Monahan said. "There are so many

choices on where you can put your

precious investment. It's a software

problem."

http://adage.com/article/special-report-digital-conference/walmart-s-cost-cutting-target-advertising-

world/292436/

Fourth Level-Collaboration

Example of Collaboration / Social CRM

Actualizing Data is where the best returns (ROI) is

Some

industries

can benefit

from social

Data more

than others

Platform Challenges

Inadequate

query length

size limits

Brandwatch max char = 4096

Radian6 max char = 972

Sysomos max char = 2040

Most of the queries that people want to write end up being to long to run, and even if they could run, would take forever to execute.

They also don’t necessary run the query in the most effective order, nor is there any way to control that.

http://www.youtube.com/watch?v=4Y-SVxnVOv8

"housing solution"~2 AND "rhode island" AND "foreclosure", "road home program"~3 AND "foreclosure", "home loan modification"~4 AND "foreclosure", "jobless rate"~3 AND "foreclosure", "bankrupcy" AND "foreclosure" AND "housing" AND "obama", "rhode island housing"~3 AND "forclosure", "foreclosure prevention funds"~5, "bank foreclosures rhodeisland"~4 AND "obama", "selling house"~4 AND "foreclosure" AND "obama", "hardest hit fund"~4, "national foreclosure mitigation"~6, "homeowner stability initiative"~5 AND "obama", "roadhome program"~2, "hud homes rhode island"~3 AND "obama", "foreclosure settlement"~4 AND "25 billion"~2 AND "obama", "fannie mae freddie mac"~10 AND "foreclosure", "keeping people in their homes"~4

Radian6 Query on Foreclosures in Rhode Island

Hard to write a query that gets you the results you want

Limited

options

to sub

segment

Social

data

Segmentation of data and audience is usually a complex, time consuming task that needs curation

Boolean Queries can’t

capture most online

conversations we

ultimately

want to track

The vast majority of interesting online conversation is very hard to isolate with Boolean logic, because conversations are complex, each person uses language that is slightly differently, making it much harder to write an effective query.

Geo-location

almost useless

(but changing with Geofeedia/iBeacon)

A fraction of conversations in social media are somewhat accurate to the country level, and some times to the city level, but rarely better than this, but that is changing for a few platforms such as iBeacon based and Geofeedia, as part of a new breed.

Geofeedia and iBeacon technologies fix the Local Data Gap

Even our notion of what a location is, changes by time of day and day of the week (device/network driven)

12 PM 7 PM 11 PM

Source: Foursquare

Geofeedia and iBeacon technologies fix the Local Data Gap

What iBeacon look like – an iBeacon

Geofeedia and iBeacon technologies fix the Local Data Gap

What Retail Shopping is becoming

There are few analytics platforms that are available as yet for these new shopping technologies, Adobe Site Catalyst just came up with one of them.

Language

Support Issues

Interoperability issues

Who is winning the Cloud Wars?

Which Cloud platform integrates its

applications the best?

http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/

Immature Frameworks

Connect the dots into a workable Framework to get

the most value from Data

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

Digital Marketing Framework

73

Further considerations are the “non-linear” ways we come to make a decision about purchasing a product or service

DEVICES MATTER TOO!

Source: comScore Device Essentials, Monday 21st January 2013

http://www.therainman.in

/Cross_Media_Attributio

n.html

Few true Independent

Aggregators of Social

Data

Analytics is

best used for

planning and

reporting, to

optimize your

marketing

efforts

Example Optimization Metrics Plan

Typical Business Objectives

1. Increase Market Share by X% (this/next Y/Q)

2. Increase Business Income/Profit by X% (this/next Y/Q)

3. Save X% of our (monthly/quarterly) spent (this/next Y/Q)

4. Improve Productivity by X% (this/next Y/Q)

5. Improve Services provided by X% (this/next Y/Q)

6. Increase Company Profit by X% (this/next Y/Q)

7. Improve Team Productivity by X% (this/next Y/Q)

8. Improve/increase worker productivity by X% (this/next Y/Q)

9. Open New Offices (#) (this/next Y/Q)

10.Find/Create New Business Opportunities (#) (this/next Y/Q)

11.Increase Sales Bookings by (#) (this/next Y/Q)

12.What are the sales drivers & Incentives (this/next Y/Q)

13.What are your sales drivers & Incentives? (this/next Y/Q)

14.How and where to do we generate leads (#/%)? (this/next Y/Q)

Business Goal Target

Determine what drives your business and ways to measure it

• What Measures do you want to track?

• What Decisions would you make differently if the

one of the measures was surprisingly high or low?

• What is the threshold of the measure? In other

words, at what point if the value was exceeded or

dipped would an alternative action take place?

Source: Douglas Hubbard - The Pulse

Once you are able to collect the right data, then you organize it and figure out its meanings

Business Metrics are much more useful than channel and program

metrics (micro conversions) but are harder to formulate and customize

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

Determining Platform Investment

Tim

e S

pe

nt –

Data

C

le

an

in

g

Previous Business Investment/ Size

Cu

sto

mizatio

n R

equ

ire

d

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

Big Data is causing profound changes

Structured Unstructured

Hybrid

UV Data

Web

Intelligence

Unified

Information

Social

Data

CRM

POS

email

Search

Offline

WOM

Intelligence is understanding how to collect

information and what to do with it

Survey

Twitter

explains

how Chris

Hadfield

went viral

Leveraging Viral Data in Social Media Analytics

Facegroup »

Twitter Video

Virality - Chris

Hadfield

Understanding

how social

media spreads

has become a

major interest

as well as the

subject of a

new course

@Rutgers

35% of adults who post

videos online (11% of all

adult internet users)

hope to see their video

go viral.- Pew Report - Pew Internet

http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/

Emotions are at

the root of Viral

Marketing - we do

not share what

we are not

feeling strongly

about"

Two reasons why

people share and

spread the word -

psychological and

Social motivations

VIDEOS WHICH PROVOKE A STRONG POSITIVE RESPONSE ARE 30% MORE LIKELY

TO BE SHARED

Positive

High Arousal Low Arousal

Hilarity Amusement

Inspiration Calmness

Astonishment Surprise

Exhilaration Happiness

Negative

High Arousal Low Arousal

Disgust Discomfort

Sadness Boredom

Shock Irritation

Anger Frustration

Shock or anger can drive shares but they are a risky bet

Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24

Emotive

Tracking for

VIRAL

Campaigns

using Text

Analytics

Telekinetic Coffee Shop Surprise #1 on Unruly Viral Video Chart as of

10/13/13

http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M

The video was shared

1:21 times it was

viewed

Text Analytics

identifies the

main actor and

action most of the

time

Encoding

Emotions

Opens up

intriguing

possibilities

...

Rutgers University & Unruly partnerto create a course

about the details around Creating Viral Media (using

Big Data)

Launching early 2015

Workshop Exercises

1. Analyzing CongresoSM using Social Media Analytics – pick 3 metrics to

track

Metric 1 Metric 2 Metric 3

Based on the Metrics you choose – what do you think your measurement goal is?

What platforms are best to use to track the conference based on the goal (s)

expressed?

Any special considerations that need to be taken into account with this situation?

How long would you track the conference (days/weeks months before/after)?

Workshop Exercises

2. What would be a business metric for Exposure? Engagement?

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

? ?

Workshop Exercises

3. How do you determine content has gone viral?

Viral Metric 1

Viral Metric 2

Viral Metric 3

Common Mistakes • Failing to understand your business needs for digital tracking

• Treating Social Analytics as an “after thought”

• Failure to incorporate adequate time for ideation and testing

•Making assumptions and underestimating the efficacy of analytics to improve your business.

102

Thank You!Marshall Sponder

CEO, WebMetricsGuru INC

www.webmetricsguru.com

Baruch College, Rutgers University, FIT

@WebMetricsGuru

Email Me: now.seo@gmail.com

Facebook.com - SocialMediaForTheArts