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BEST PRACTICE WORKSHOP # 1
© Commetric Ltd. 2012
The challenge of social media data
30th. October 2012
2
WELCOME
Start: 09.00am
The social data challenge– Chris Shaw, CEO Commetric
Data smart social enterprise– Maz Nadjm, Founder SoMazi
Break out challenge– 3 Teams
Summary & close
Close: 11.00am
3
WORKSHOP AGENDA
1. Gathering data: – What to look for, what to ignore and how to get
intelligence, not just information, from social technology
2. Internal stakeholders: – How to build bridges within your organization with
social insights
3. Social impact: – How to report social media impact to elevate your
profile with key decisions makers
4
TOPICS
THE SOCIAL DATA CHALLENGE
© Commetric Ltd. 2012
Chris Shaw
20mins
6
SOUND FAMILIAR?
YAMMER, in particular how do people use it? And for
what? - How do we embed sharing into the culture of a
company?
Focusing mostly on
influencers on Twitter: how
to track discussions and
comparing experience with
different online tools.
Social Listening - getting
actionable data (the data vs
analysis)Social Measurement - speaking one language in the company
How to implem
ent
social media
insights company
wide
Social media ROI focusing
on business metrics
it would be good to understand how to optimise SEO through social data findings.
KOFs social media influencers Consumer activism: how to become more pro-active
social media monitoring and proactive engagement.
7
YOU’RE NOT ALONEQ. What is preventing your organisation/clients from harnessing social data as effectively?
8
• Different apps give rise to different metrics making holistic view challenging– New behaviours such as Pinterest ‘pins’– Acceleration of new functions on social networks to retain
traffic, notably Facebook
• Organizations simultaneously under investing– 63% of organizations have1-2 people tasked with social data &
measurement (Altimeter)
WHY IT IS EXTREMELY DIFFICULTMega trend: Avinash Kaushik, industry guru talks about the ‘fragmentation of data capture’.
9
Q. What have been the primary positive impacts of social media data within your organization?
BUT WHY IT IS IMPORTANT
10
FUNDING LOOKING MORE LIKELYQ. Where does digital business rank on your strategic agenda in 2013?
Comms KPIs
Business KPIs 11
CURRENT PAIN POINT PARADIGM
Accurate
Earned
Quantitative
Qualitative
Unstructured data
StructuredData
CRMData
Sales Data
Owned
Indicative
Latinlanguages
Chineselanguages
ClosedNetworks
OpenNetworks
Pictures / Videos
Text / Tweets
SingleCampaign
Continuous Programme
ExecutiveReport
Single FormatPlatform
Self ServiceDashboard
Multi FormatPlatform
11
Comms KPIs
BusinessKPIs
STAKEHOLDERKPIsDATA
COMPATABILITY
CRMData
Sales Data
ClosedNetworks
OpenNetworks
DATAACCESS
Pictures / Videos
Text / Tweets
MEDIAFORMATS
Single FormatPlatform
Multi FormatPlatform
MEASUREMENTPLATFORMS
Latinlanguages
Chineselanguages
LANGUAGECHARACTERISTICS
Quantitative
QualitativeANALYSIS
METHODOLOGIES
Accurate
Indicative
DATA OUTPUTINTEGRITY
SingleCampaign
Continuous Programme
PERFORMANCEBENCHMARKS
ExecutiveReport
Self ServiceDashboard
REPORTINGFORMATS
Earned
Owned
MEDIACHARACTERISTICS
Unstructured data
StructuredData
CONNECTINGDATA SILOS
We combine advanced text processing and visualization technologies to optimize human analysis.
Harvesting multiple media types for 360° perspective
Accurate Natural Language Processing (NLP) for speed
Statistical tools combining text with business performance data
Visualizations to reveal new connections in data
12
ONE APPROACH: TECHNOLOGY + PEOPLE
13
MULTI-DISCIPLINED TEAM
17 Languages
1. KPIs & scorecards
2. Influencer insights
3. Impact insights
14
SOCIAL DATA FRAMEWORKS
The key is to develop KPIs that align to the business objective yet deliver relevant insights to key stakeholders
SOCIAL DATA SCORECARDS
Business objective
Paid Earned Owned
Editorially Controlled
Socially Generated
KPIs for key Stakeholders
Paid Owned
Challenge is to combine data types and analysis methodologies to deliver accurate KPIs
KPI DATA FRAMEWORK
EditoriallyControlled
HARVESTING QUANT FILTERS QUAL FILTERSSocially
GeneratedVerification &
AnalysisUnstructured Data
Structured Data
Combining quant & qual methodologies, editorially controlled & socially generated media formats into stakeholder KPI scorecards
KPI SCORECARD OUTPUT
Total Buzz vs. Buzz by NetworkBuzz by geog marketOwned vs. shared coverageSentiment (indicative) by network
Discovered messages by brand (post / ref content)Coverage drivers by peakSentiment by brand/competitor
Quant
Qual
Growth of influence technologies that use social graph technology to track contagion and (quality) of opinions
SOCIAL INFLUENCE DATA
SOCIAL INFLUENCE TOOLS
SOCIAL INFLUENCE DATA
Decoding these tools: Process billions of ‘structured’ data
items– Status changes, updates, re-tweets,
Process millions of ‘unstructured’ posts using statistical NLP to determine topics
Integrate into a social graph to discover/track change s in ‘connections’
Index over last 3mths
SOCIAL INFLUENCE TOOLS
Growth of influence technologies that use social graph technology to track contagion and (quality) of opinions
Relevancy x Consistency
Deliver auto rankings of indicative influence. Will improve but currently requires qualitative enrichment
SOCIAL INFLUENCE DATA FRAMEWORK
Inputs
QUANTITATIVE FILTERS QUALITIATIVE FILTERS
Auto Rankings
- Overall activity- Posts / topic- No. followers- Topic authority- Re-tweet ratios- FB ave. likes /post- FB ave. comments / post
ARAB SPRING – YEMEN
Our objective is to identify ‘consistently passionate influencers and map ‘gatekeepers’ to wider networks
SOCIAL INFLUENCE DATA OUTPUT
What are the data types that can be used to discover the business impact of social media
SOCIAL DATA / BUSINESS DATA
SOCIAL DATA BUSINESS DATA On topic activity
– Posts (volumes trends / time)– Multipliers (contagion/ formats)– Quality (likes/dislikes; sentiment)
CRM behaviour– FAQ visits– Online questions– Call centre ($$)
Sales behaviour– search/research– Micro site visits– Promotion click thru– Purchases ($$)
Investor behaviour– Buy / Sell – Associated impact ($$$)
Combines media data (unstructured) with business data (structured) ; discovers correlations between rising media topics and changes in business data
ONE APPROACH TO BUSINESS IMPACT
EditoriallyControlled
HARVESTING QUANT PROCESSINGVerification &
AnalysisNLP/Semantic engine,
modeling
QUAL FILTERS
PEPSI: CARCINOGEN REPORT 5TH MARCH
Double-HELIX REPORTS: PEP - 31 bps/$306m
VERIFY HISTORICAL IMPACT
ALERT IMPACT / TRACK CONTAGION
28
SOCIAL DATA GUIDING PRINCIPALS
# 1. Use the broadest set of data for true
perspective
# 2. Combine methodologies, then be consistent
# 3. Think scalable processes, not just big data
# 4. Align to business objective, deliver KPIs for
key stakeholders
# 5. Know the difference between indicative and
qualified outputs
BUILDING THE SOCIAL ENTERPRISE
© Commetric Ltd. 2012
Maz Nadjm, Founder SoMazi
40mins
GROUP EXERCISE
© Commetric Ltd. 2012
One team per table
30mins
31
GROUP CHALLENGE OBJECTIVE
• To help with budget and buy-in, you are meeting important internal stakeholders. Tomorrow you will be presenting the campaign KPIs to the Marketing function
• Your team is leading the social strategy of an important new car launch across five European markets. – Launched date: 1st. April 2013– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo– Full national and network campaign from launch
• A key task is to create a set of Key Performance Indicators to measure the campaign success in earned social media
32
GROUP CHALLENGE OBJECTIVE
• To help with budget and buy-in, you are meeting important internal stakeholders. Tomorrow you will be presenting the campaign KPIs to the Marketing function
• Your team is leading the social strategy of an important new car launch across five European markets. – Launched date: 1st. April 2013– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo– Full national and network campaign from launch
• A key task is to create a set of Key Performance Indicators to measure the campaign success in earned social media
33
GROUP CHALLENGE OBJECTIVE
• To help with budget and buy-in, you are meeting important internal stakeholders. Tomorrow you will be presenting the campaign KPIs to the Marketing function
• Your team is leading the social strategy of an important new car launch across five European markets. – Launched date: 1st. April 2013– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo– Full national and network campaign from launch
• A key task is to create a set of Key Performance Indicators to measure the campaign success in earned social media
34
SOCIAL NETWORK METRICS (sample)
1. Number of followers2. Number of following3. Overall number of tweets4. Average tweeting frequency (tweets/day based on last week/month)5. Share of on-topic tweets (ratio of tweets on monitored topic vs. overall number of tweets for the study period – if applicable)6. Average number of retweets (measures how engaged this users’ followers are)7. Number of retweets for most retweeted posting (measures whether one hit-tweet was an outlier)8. Share of posts with link to content (measures how much the user tends to tweet interesting content, vs. creating own tweets)9. Share of tweets with @reference (measures how much the user is prone to conversations/interactions)
Facebook Groups:Group level (Manual / not auto)1. Closed vs. Open 2. Number of members3. Wall activity: number of wall posts for specific time period; frequency of wall posts – open groups only4. Wall activity: is it only group owner posting, or are members posting as well – open groups onlySingle post level (all metrics below apply to open groups only):1. Number of likes2. Number of shares3. Number of comments4. Number of different users commenting5. Number of comments per commentator6. Additional layer of information - comments can be liked too, so where applicable, most liked comments/commentators per group could be identified (currently purely manual unfortunately)
Facebook / Google + Personal Profiles: (Public profiles only)Personal user profiles level 1. Number of friends2. Number of subscribers3. Active since4. Average number of status updates per day/week5. Average number of comments per status updates6. Number of different users commenting on past X number of status updates (measures if the user interacts only with a small group of more loyal friends, or many people engage with him/her)7. Average number of other shares (links, photos, apps, locations etc) per day/week8. Number of pages liked9. Number of groups joined10. Other applicable data – if necessary (number of photos uploaded, which apps the user is using)
35
LinkedIn1. Number of Connections2. Number of Companies in work experience3. Number of Universities/Academic Institutions in education/training4. Number of groups/professional communities joined5. Number of status updates/shares
YouTubeChannel level:1. Number of subscribers2. Number of videos uploaded3. Average frequency of uploading (videos per week/month4. Average number of views per video5. Average number of comments per videoVideo level:1. Number of views2. Number of likes3. Number of dislikes4. Number of comments5. Number of video responses
Single status update/content share level:1. Number of likes2. Number of shares3. Number of comments4. Number of different users commenting5. Number of comments per commentator6. Is the post sponsored– now that you can pay to promote your own posts this is a metric we should bear in mind, because it may explain higher values in the above quant metrics (conditional upon weather Facebook
identifies posts as sponsored!)7. Number of likes by the user to the comments received by friends (to explain whose comments is the user
preferring/supporting)
SOCIAL NETWORK METRICS (sample)
APPENDIX
© Commetric Ltd. 2012
37
GROUP CHALLENGE OBJECTIVE
• To help with budget and buy-in, you are meeting important internal stakeholders. Tomorrow you will be presenting the campaign KPIs to the Marketing function
• Your team is leading the social strategy of an important new car launch across five European markets. – Launched date: 1st. April 2013– Social seeding campaign starting January 2013 led by
celebrity Cristiano Ronaldo– Full national and network campaign from launch
• A key task is to create a set of Key Performance Indicators to measure the campaign success in earned social media
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