MagNet 2017 - Social Media B2B Analytics session SO4

Social Media B2B Analytics Comparative Case Study

Wild Rose Brewery Speaking today:

Kim Latreille and Haley Overland

Today we’re talking about data. •  BigData•  DataSets

•  SocialMediaRepor3ngData•  BusinessAnaly3csData

Source:h:ps://www.pinterest.com/startrek/star-trek-the-next-genera3on/

And, how it’s important in publishing.

•  SocialMediaAnaly3cs•  SocialAudienceasaDataset–  BusinessAnalystview–  SocialMediaEditorview

•  Howweuseoursocialdata,workingtogether

HaleyOverlandSeniorEditor,SocialMediaChatelaine

Why listen to me? •  20yearsexperienceina

rapidlychangingenvironment•  Analy3cthinkerwithsenior

managementexperiencepublishingcontentonmul3pleplaIorms,devices,andinprint

•  Currently,amediaindustryconsultant,andlectureratRyerson,SchoolofGraphicsofCommunica3onsManagement

KimLatreillePublishing&DigitalMediaConsultant

•  Inmycareerinpublishing,oversawprintanddigitaledi3onmagazineplanning,produc3on:– St.JosephMedia– Co:ageLifeMedia

•  Ac3veinavarietyofindustrygroups,seminars,conferences:– MagazinesCanada– PublishersExecu3ve/GraphExpo,Chicago– Folio,NYC

Why I learned about this stuff… •  Ilikemath•  Ilikevariabledataanditsapplica3oninprint•  Magazinecircula3onisinteres3ng•  SourcingPMBdataformediakitsisfun•  Socialmediaisalsofun•  Learninghowtousesocialmediaforpublishingand

distribu3ngmagazinecontentis…fun!

…so,whenIsawthe(customer)userdatathatcouldbegatheredthroughreportsfromsocialmediapla:orms,thegeekinmewassold.

In 2013, Don O’Dwyer called. •  IleWSt.JosephMediainDecember2012–  Na3onalDirector,Produc3on(print&digitaledi3ons)

•  Startedconsul3ngforRavenBayServices,abusinessconsulta3oncompanyinCalgary,Albertathatspecializesinanaly3cs

DonO’DwyerCEORavenBayServices

Photo:Don

Dicks

Don had a client request. •  Anagricultureclientofhiswonderedifsocialmediacouldhelptoreachanewkindofcustomertheyhad,youngfarmers.

•  Theclientdidn’tknowhowtoappealto(andmaintaincustomerloyaltyfrom)anewgenera3onofsocialmedia-addicted,mobilephoneusers,standinginafieldofwheat.

•  IBMhada‘social’soWware,wastherealink?

In2013,Ididn’tknowalotaboutbusinessanaly3csbeyondpublishingmetrics,andwhatI’dlearnedworkingwithmediameasurementsoWware,soIaskedDontoexplainittome.IfDonwasheretodaytoaskaboutanaly?cs,here’swhathewouldsay…

Maybe, I said.

•  Analy6csisthediscovery,interpreta3on,andcommunica3onofmeaningfulpa:ernsindata.

•  BusinessIntelligence(BI)arethesetofstrategies,processes,applica3ons,data,technologiesandtechnicalarchitectureswhichareusedtosupportthecollec3on,dataanalysis,presenta3onanddissemina3onofbusinessinforma3on.

•  Machinelearninggivescomputerstheabilitytolearnwithoutbeingexplicitlyprogrammed.

IntellectualProperty.Copyright©2016RavenBayServices.Allrightsreserved.

BusinessAnaly6csvsBusinessIntelligencexMachineLearningTheGartnerpointofview

Fitness

Banking

Unconnectedsourcesofinforma6onEveryonewantsanaly3cs.Whentheyhavesome,theywantmore,andtheywantit3edtogether


ElementsofaSuccessfulAnaly6csProgramThoughmainlya‘Process’item,Governanceispartofalloftheelementsinasuccessfulanaly3csprogram

Process

Approaches&proceduresusedtocreate&maintaincontent

Performance

Metrics&reportsusedtoassessbusinesscondi4ons

People

Theindividualsorrolestomaintainthedataandreports

Analy6csTools

Technologytocollect,manipulate,&posi4ondataandfinallydisplayinforma4on


His question: What’s social media? •  Don’sfirstforayintosocialmedia.•  Kim’sfirsta:emptatbusinessanaly3cs.•  Theclientsaidtheyweren’tonsocialmedia.(Thebestthingnewsocialclientscaneversay).

•  Withourwork,wedevelopedanewseriesofreportsavailabletoRavenBayServicesclientsinterestedinsocialbusinessanaly3cs,usingthetoolsandservicesthatwerethenoffered.

How can we help? •  WildRoseBreweryisaclientofRavenBayServices.Theywereinterestedincrea3ngapredic3veanaly3csdashboardto:–  interpretsomeoftheiropera3onaldata–  helpthemwithdecisionmaking–  enhancetheirefficienciesasacraWbrewer

•  Theirissue:deliveringaproducttotheircustomersasquicklyaspossibleduetoitsreducedstabilityandshortshelflife.

•  Theproductgoesbad.

This is Bill McKenzie.

“About66%ofthebusinessinAlbertaiscans.Thatlevelofinterestfromourcustomerswarrantsustolookatit.We’vehadlotsofrequestsjustthroughsocialmediaandthroughcallstothebrewery.‘Whycan’twegetitincans?’”

Sta3s3csCanadareportedthatbeersalesinAlbertaroseby5.2%to1.1billiondollarsin2014,buttheconsiderableinvestmenttothechangeoverinhismanufacturingproduc3oniswhatleadBilltowanttoknowexactlywhathiscustomerswanted,andifcansmadesenseforhissmallcraWbrewery.

Photo:h:p://www.avenu

ecalgary.com

/Restaurants-Foo

d/Calgary-CraW

-Breweries-Wild-Rose/

Source:h

:p://calgaryherald.com/business/local-b

usiness/wild-rose-brew

ery-op

ens-ne

w-m

arket-with

-beer-sold-in

-cans

President&CEO,WildRoseBrewery,acraWbrewerlocatedinCalgary,AlbertaPreviousPresidentofBigRockBreweryPriortothat,VPofSalesandMarke3ng,BigRockWemetinNovember2013.In2014,Billwasstar3ngtosaythingslikethis:

And this is Wild Rose Brewery.

Sources:h:p://www.wildrosebrew

ery.com/h

:ps://w

ww.instagram.com

/wildrosebrew

ery/

h:p://www.avenu

ecalgary.com

/Restaurants-Foo

d/Pa3o

-of-the

-Day-W

ild-Rose-Brew

ery-Taproo

m/

A bit about Wild Rose Brewery… •  BrewingcraWbeersince1996,to“freeourselvesfromthetyrannyofboringbeer”

•  BasedinAlberta,produc3onfacilityandtaproomattheCurrybarracksinCalgary

•  Servingsingleglassesinthetaproom,supplyingkegsrestaurants/bars,sellingbo:les/cansdirecttoindependentliquorretailersinAlberta.

What about social media? •  BillandBlairhadamarke3ngplan,andtheyknewsocialmedianeededtobepartofit,buttheyweren’tsureiftheyweredoingtherightthing,andwantedsomeadvice.

•  WildRosewasalreadyusingBAfortheirfinancial,opera3onal,andsalesdata,wasthereanopportunitytoaddsocial,consideringthesocialnatureofthebusiness?

Checking their pulse •  Startedwithadigitalaudienceassessmentofwhattheyweredoingalready

•  Weretheyreachingtheirtargetandachievingwhattheywantedwithsocial?– UsingtherightsocialmediaplaIorms?– Wasthecontentbeingpos3ngappealingtotheirintendedaudience?

– Spinningtheirwheels,andwas3ngthe3metheywerespendingonit?

Considered current social activity 5!

Wild Rose Brewery Social Media Accounts & Activity !

Company accounts "  Twi"er!

"  10.3K followers!"  4400 tweets!

"  Facebook!"  938 likes!"  2268 visits!

"  Instagram!"  479 followers!"  82 posts!

"  Vine!"  Account created!"  No activity!

"  LinkedIn, Tumblr, Pinterest, Google+!

"  No account!

By platform, Wild Rose Brewery’s number of followers

!Twitter

Facebook

Instagram

Vine

Tumblr

Pinterest

Google+

LinkedIn 10,300

938 479

Targetaudience:19-35yearolds,willingtospend$8forapremiumglassofcraWbeer

Considered the market in Calgary Iden3fiedourtargetmarket,consideringallsidesofthebusiness:•  RetailerDistribu3on

•  Consumers•  Taproom

6!

Consumer Demographics!

!  Population in Canada (34.88 million), broken down by age: !  20.9% are 20-34 years old

!  28.8% of those are social media users !  13.5% are 35-44 years old

!  16% are social media users !  Population of Calgary (1.21 million), calculated by age % from above:

!  252,890 are 20-34 years old !  72,798 of those are social media users

!  163,350 are 35-44 years old !  26,136 are social media users

Potential reach in Calgary via Social Media: 98,934 people who fit the demographic!

Source: PEW Research Centre, information accurate as of December 30, 2013, Statistics Canada, population 2011 estimates, by sex & age group as of July 1, 2012

Wild Rose Brewery is targeting consumers aged 19-35 years old!

Considered area competitors

9!

Competitor comparison:!Grizzly Paw h"p://www.thegrizzlypaw.com/! !

!

Company accounts "  Twi"er!

"  1766 followers!"  635 tweets!

"  Facebook!"  2543 likes!"  12,071 visits!

10!

Competitor comparison: Village Brewery h!p://www.villagebrewery.com/"

" "

Company accounts "  Twi!er"

"  6001 followers!"  3616 tweets!

"  Facebook""  2502 likes!"  545 visits!

"  Pinterest""  360 followers!"  8 boards!

"  Flicker""  127 photos!

"  Youtube""  24 followers!

Considered platform crossover 8!

Social Platform Crossover!

Source: PEW Research Centre, information accurate as of December 30, 2013

!

•  Assessedtheduplica3onofcustomersonplaIorms

•  Howmuch3mecanbeaffordedtosocialmedianeedstobeconsideredinasocialstrategy

Source:h

:p://www.to

pten

z.ne

t/top-10

-life-le

sson

s-from

-ron

-swanson.ph

p/who

le-ass

Looked at measurable data

11!

Measurable Social Media Search Results and Analysis!

!  Not as many results as expected considering Twitter following

!  Some confusion within the results due to Wildrose Brewing Company in the U.S.

!  More strategic uses of unique #hashtags will produce better results

!  Increased participation with following will improve mentions and reach

Source: MAP powered by Sysomos, scanning social media documents from April 1, 2013 to April 1, 2014

Keyword: “Wild Rose Brewery” – 1363 mentions !

12!


!  Some good results with this combination, different content !  Video beer reviews !  beer fan blogs

!  Good content source for: !  Facebook posts !  Twitter feed !  Commenting !  URL links back to

WR website


Keywords: “Wild Rose” AND “beer” – 877 mentions!

Specificresearchtoolusedinthiscase:SysomosChartsgeneratedusingtherepor3ngtoolsfromwithinthesoWware

Scanned a variety of channels 18!

Channel Scan – YouTube!

!  No user account !  Search heeded 7,480 results

!  First 3 pages of results are relevant !  Lots of user-generated video reviews !  (Awesome!)

!  Content resource !  Access to promoters

!  https://www.youtube.com/channel/UC0eY4qOzHPh950o08_Xo3OQ !  https://www.youtube.com/channel/UC0Gu-85y8pUuNl8E70ofWKg !  https://www.youtube.com/channel/UCb5IBwS_Df_KZqHzy0U98vQ !  https://www.youtube.com/channel/UCE5WtLb9dsoHVb0xTsLu6iw !  https://www.youtube.com/channel/UC_3m6P-i1hiRmvnKpkqcf_g !  https://www.youtube.com/channel/UCQjeMZ0xqfU8oDZHlB93Fqg !  https://www.youtube.com/channel/UCKKZHRAsBvCgBkgPbvaO0Gg

Keyword: “Wild Rose Brewery”!Seeking:•  influencers•  relevantcontent

•  contributors

Some of who we found:

The negative was positive Excellentinsights!•  Algorithmsdon’tunderstandsarcasm

•  Usefulbusinesssugges3onsmadebyactualcustomers

Many data points available

Specificresearchtoolusedinthiscase:SysomosChartshavebeengeneratedusingtherepor3ngtoolsfromwithinthesoWware

13!


!  Fewer hits than expected !  Mentions do not utilize a

#hashtag !  Promote #Taproom via

Twitter account !  Monitoring social activity

would help find mentions by other users


Keyword: “Wild Rose” AND “taproom” – 59 mentions!

Socialanaly3cssoWwarecanprovidereportableaudiencedatafor:•  industryresearch•  compe3toranalysis•  customerinsights•  engaginginfluencers•  benchmarks&KPIs

What was the point? •  Wesawthepoten3alinthedata

–  Immediacyofthereturnonsearch– Abilitytousethedataasabusinessdriver– Extractabledatafromcustomizablereports– DatacanbecombinedasadatasetandusesinBusinessIntelligence,andinastrategicBusinessAnaly3csprogram

•  ItwasworthcraWingasocialmediacommunitywholovedagoodbeer.

BI dashboard data points

BI dashboard data points

Addedlivedatatothedashboard,onewasweather,because,well,whodoesn’tlikecoldbeerwhenit’shot?

Yeehaw! Patio weather on Thursday!

(here’swhereHaleycomesin…)Specificdashboardtoolusedinthiscase:CognosChartsgeneratedusingtherepor3ngtoolsfromwithinthesoWware

•  LiWbarsalesthataWernoonworkingwithpartners

•  Insightweekendsalesatretailers

Know your audience •  Ploungandvisualizingdata

•  Analyzing•  Strategizing•  Usingtoolsinsocialmedia–  Gatheringdata–  Customer-facing–  Helpingtodrivethebusiness

Haley Overland: How I got here •  Socialmediaeditorroleisrela3velynew•  Writer/bloggerwithanacademicbackground—whoneededanaudience

•  Today’sParenthadabigopportunitytobuildabigaudience

•  Oncethatmachinewasbuilt,ontothechallengeofthemorenicheChatelaineaudience

What I do at Chatelaine •  Socialmediaeditor:Twi:er,Facebook,Instagram,Pinterest,Snapchat•  Chasingtrends—allday•  Proposingcontentbasedontrendsandlistening•  Promo3ngstoriestoreachaudiencewheretheyare•  Bringingstoriestolife:fromlargecampaignstosingletweets.•  Employandhelpdevelopsocialassets:video,links,gifs,images,memes,emojis…•  Supportandpromoteambassadors•  Customerservice•  Shareothergreatstories•  Livevideos•  Keepupwithnewtools,bestprac3cesandever-changingalgorithms

•  Analyzingdata:what’sworking?what’snot?onwhatplaQorm?

Why a targeted community building is an asset to magazines

•  Youcanhaveamillionfollowers,butul3mately,whatitcomesdowntoisengagement.

•  Chatelainehasaninten3onallynichefollowingofCanadianwomen35-59ish(i.e.,notmillennial)

•  More🔑🔑🔑benefits:–  Brandloyalty–  Actualtraffic–  Engagement—>growth–  Becomeahub–  Community,notcompe33on

How social analytics help me •  Tools:Hootsuite,FacebookInsights,InstagramInsights,Twi:eranaly3cs,

PinterestAnaly3cs,LiWMetrix,Omniture•  Uses—What’sworking?What’snot?Whoisouraudience?:

–  Immediate:Likes,shares,comments,click-thrus–  Over6me:Monthlydeepdivetoseewhatworksandwhatdoesn’ton

eachplaIorm(ittakesmorethanonetweettoseewhat’sworking).–  Demographicshelpmetailorthesocialvoiceofthebrand;helpus

customizecontent—i.e.forweb(slightlyyoungeraudience,forexample)vs.print;orevenforFacebookvs.Twi:er.

•  Repurposingcontentthatworks,maybeputsome$$$behindit—getthemostmileageoutofevergreenthatworks,that’srelevant.

•  Style:Gifs,images,videos,emojis•  Mobilevs.desktop(parentson-the-go)

Inanutshell…Socialdatagivesusgoodinsightintowhatworksandwhatdoesn’t—andtherefore,whereweshouldbepuungourlimited3me,moneyandresources.

Workingwithanaly3cstocreate/developcampaignsweknowresonatewithouraudience—andothersthathelpustapintoitsdeeperreaches,heavilyengagedreadersonthefringeorbeyond.

Applying our knowledge •  Theimportanceofdatagoingforwardinpublishingisano-brainer.

•  Combinemul3pledatasetsforbe:erKPI.•  Allindustryforecastspointtoaconvergenceofallmediaontheinternet.“Thedigitalrevolu3onwillbeleadbycompanieswholookbeyondthetradi3onalbusinessmodelandbythosewhoques3onthestatusquoandfocusontheiraudiences.”–MarkWilson-Dunn,VicePresidentofBTMediaandBroadcas?ngServices;April13,2017

Source:h:ps://www.ibc.org/delivery/is-iptv-a-threat-or-opportunity-for-tradi3onal-broadcasters/1861.ar3cle

Operations •  Customerdatasubsets

– Subscrip3oninforma3on– SocialMediaanaly3cs

•  Financialdatasubsets– Sales– Manufacturing

•  Sta3s3cal,andotherapplicabledatasets…

Advertising •  Asanindustry,magazinescangetonboardbybecomingmoreawareoftherequirementforcrossplaIormaudiencemeasurement(anddatasharing)tomaintainaplaceasacompe33veplayerinmediaamidlargerbroadcas3ngcompanies.

•  BroadcastersarealreadycapableofsharingaudiencemeasurementdataacrosstheirplaIorms(becausetheirmeasuringsystemsarecompa3ble)toprovejusthowlargetheircollec3veaudiencesaretotheiradver3sers.

To conclude… •  Ifconvergingmediaiswhatishappeningtoourindustry,learningtoconvergeourdataandmakeitusefultousmakessense.

•  Asmagazines,weknowouraudiences.It’sbeenourstrengthasanindustry.

•  Wehaveastrongtoolinsocialmedia,it’sacustomer-facinglinktoacarefullycul3vatedaudience,thatcanonlybecomemoreusefulasrepor3ngandpublishingsoWwaretoolsevolve.

Thank you, and questions…

HaleyOverlandSeniorEditor,SocialMediaChatelaine

KimLatreillePublishing&DigitalMediaConsultant

Data & Analytics

MagNet 2017 - Social Media B2B Analytics session SO4