Social smarts presenation marshall sponder - updated 9-16-12

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

now.seo@gmail.com@webmetricsguru@smanalyticsbook

WebMetricsGuru.com

WebMetricsGuru INC.

Thank You!