Social Analytics - Social Media Economy Days

Marco Rinne ([email protected])

Social Analytics


Summary

I. Social Analytics Definitions

II. The Importance of Business Goals

III. A Framework approach

IV. Challenges for Social Analytics

V. Social Analytics from a Marketers Perspective

VI. Microsoft - Examples and Tools

VII.What‘s Next?


Socia

l Ana

lytic

s (br

oad)

Socia

l Ana

lytic

s (na

rrow)

definition

”Social analytics measure the impact of social media on business“

(Awareness Inc. – Actionable Social Analytics; April 12)

“Social analytics is monitoring, analyzing, measuring and interpretingdigital interactions and relationships of people, topics, ideas and content.Interactions occur in workplace and external-facing communities. Socialanalytics include sentiment analysis, natural-language processing and socialnetworking analysis (influencer identification, profiling and scoring), andadvanced techniques such as text analysis, predictive modeling andrecommendations, and automated identification and classification ofsubject/topic, people or content.”

(Gartner IT Glossary)

Social analytics measure the impact of social media metrics on business metrics


mapping engagement to business objectives

business metrics

social analytics

social media metrics

(engagement metrics)

business goal

social media

data layer

interpretation layer

metrics/KPI layer

#brand mentions

#brand mentions#brand+competitor

mentions

share of voice

brand awareness


framework approach

strategy metrics

organizationpeople

resourcestechnology

tools target audience

listeningmonitoring

sentimentobjectives

targets

business goals

measurement


framework approach

businessgoals

measurement tactics tools

• brand awareness

• support cost reduction

• awareness• engageme

nt• influence

• twitter• blog

• platform

Gillin, Schwartzman „social marketing to the business customer“ 2011


framework approach

people objectives strategy technolo

gy

• audience analysis(social technographics profile)

• listening• talking• supporting• …

• tactics• metrics

• platform• tools

Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011


framework approach (combined; extended)

business goals

objectives strategy measurement technologyorganization • translate

business goals into social media objectives (SMART)

• identify relevant metrics, KPIs

• define success (targets)

• analyse

target audience (channels)

• identify tactics

• check necessary resources

• is your organization ready for social (EP2.0)

• identify

suitable tools based on strategy and metrics (that scale)

optimize


challenges for social analyticsbusiness metrics

social analyticssocial

media metrics

(engagement metrics)

business goal

social media

PRmarketingHRCSS…

There is no singleROI

for social media

too much data too little data


the data problemtoo much data (ex. Facebook insights; excerpt only)

source:https://developers.facebook.com/docs/reference/fql/insights


the data problemtoo little data

Alexis C. Madrigal, The Atlantic - Dark Social: We Have the Whole History of the Web Wrong (Oct 12)

theatlantic.com – referrer analysis

private social profiles

media/community cooperations


the data probleminconsistant data and

= =

automation limitations


the ROI problem

Division Objective KPI/metric

marketing increase brand awareness SoV

sales increase device sales #sales from social channels

css increase customer satisfaction

SAT-metrics; #support issues


social analytics – marketing perspective

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social NetworksDisplay

Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs


Exposure/Awarenes

sEngagem

entAction/

Conversion

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

soft metrics• engaged users• downloads• shop referrals• video views• …

soft metrics• external

referrers• shares• brand/product

recommend.• …



awareness (Facebook)

0

5000

10000

15000

20000

25000

30000

0

20000

40000

60000

80000

100000

120000

140000

3165 614911825

20195

31257

45012

61461

80602

102437

126964

New Fans Lost Fans Fans (total)German FB Brands (avg.) Trend polynominal (R² = 0,96)



engagement (Facebook)

storytellers – fan adds (unique)

page posts impressions (unique) · 100



Exposure/Awarenes

sEngagem

entAction/

Conversion

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

financial metric• cost per fan

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

financial metric• cp engmnt

soft metrics• engaged users• downloads• shop referrals• video views• …

financial metric• cost per action

soft metrics• external

referrers• shares• brand/product

recommend.• …

financial metric• cost per referral



total invest in SoMe platform# new fans in campaign timeframe

Engagement

Exposure

Action

(Advocacy)

cost per fan =

total invest in SoMe platform# comments + # likes in c. timeframecost per engagement =

total invest in SoMe platformi.e. # downloads in campaign timeframecost per action =

total invest in SoMe platform# referrals in campaign timeframecost per referral =



Windows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1Campaign (Digital) Bridge Holiday Holiday BTSMedia Status

Budget totalBudget spentTraffic Drivers Off-Net (paid)Display (Banner-Placement)Budget spent

Ad impressions

Clicks (Initial responses)Initial responses rate (CTR%)

CPC €Primary Conversions (global&local)Primary CR%CPA €SEM (Holiday ab KW 47)Budget spentClicksCPC €Primary Conversions (global&local)Primary CR%CPA €Total (Display+SEM)CPC €CPA €

cost per ad impression

cost per click

cost per click (SEA)

cost per action (SEA)

financial metrics (avg.)Windows campaigns (digital) Q1-3

cost per action



(paid) media

cost per ad

impression

cost per click

cost per action

social media

cost per (message) impression

cost per (message) impression

cost per action

ownedmedia

cost per page

impression

cost per visit

cost per click / action

compare fair

long term vs.

short term

Fans participate intentionall

y esp. in earned

channels



social analytics – examples and tools









Oct25th-Oct27th


what‘s next? – paid + owned + earned = <3

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social NetworksDisplay

Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs


„integrated“ digital campaign timeframe

earned

owned

paid

inve

stm

ent

what‘s next? – paid + owned + earned = <3


what‘s next? – integrated („big“) data models

PAIDdisplay sea

listening social channels

display apps

OWNED

MOBILE

analytics crm

SOCIAL

D A

T A


what‘s next? – more courage

brands

create

value

have purpos

e

leverage

data


thank you - Q&A