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SOCIAL MEDIA SCORECARDSCHAPTERS 07 & 08 OF SOCIAL MEDIA ANALYTICS W/OTHER MATERIAL
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Ravi K. VatrapuDirector, Computational Social Science Laboratory (CSSL)
Associate Professor, Dept. of IT ManagementCopenhagen Business School
Phone: +45-2479-4315Email: [email protected] (preferred)
Web: http://www.itu.dk/people/rkva/
Zeshan [email protected]
Friday, 04-November-2011T17: SMA: Lecture 13
ITU: Auditorium 3, Copenhagen, Denmark
SOCIAL MEDIA SCORECARDS
Provide Monitoring Measurement
Include Social Data Web Analytics Organic Search Queries
Also Include (Local Social Mobile) QR Code Mobile Check-Ins House Data
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SCORECARDS & AUTOMATION
Meaningful & Actionable
Coding: Manual vs. Automatic
Time + Expense vs. Efficiency + Accuracy
Scorecards as Automations But then: What is Automation?
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Definition of AutomationChapter 16 of “An Introduction to Human Factors Engineering (Second Edition)”
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“Automation characterizes the circumstances when a machine (nowadays often a computer) assumes a task that is otherwise performed by the human operator” (p.418)
Aviation Industry Joke: Dog and Pilot in the Cockpit
Home Automation Office Automation Factory Automation
Social Media Analysis Automation
Reasons for Automation
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Impossible or Hazardous
Difficult or Unpleasant
Extend Human Capability
Technically Possible
Stages of Automation
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Stage 1: Information Acquisition, Selection, and Filtering
Stage 2: Information Integration
Stage 3: Action Selection and Choice
Stage 4: Control and Action Execution
Levels of Automation
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From Complete Manual Control to Complete Automatic Control
1. Automation Offers No Aid
2. Automation Suggests Multiple Alternatives
3. Automation Selects an Alternative
4. Automation Carries Out an Action if the Person Approves
5. Automation Provides the Person with Limited Time to Veto Action before it Carries Out the Action
6. Automation Carries Out an Action and then Informs the Person
7. Automation Carries Out an Action and Informs the Person Only if Asked
8. Automation Selects Method, Executes Task, and Ignores the Human
Problems in Automation
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Automation Reliability
Calibration and Mistrust
Overtrust and Complacency
Workload and Situation Awareness
Training and Certification
Loss of Human Cooperation
Job Satisfaction
Functional Allocation : Person and Automation
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Fitts List
http://www.cse.sys.t.u-tokyo.ac.jp/furuta/teaching/csd/CSD06.pdf
Progress of Automation
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http://www.cse.sys.t.u-tokyo.ac.jp/furuta/teaching/csd/CSD06.pdf
Principles of Human Centered Automation
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1. Keeping the Human Informed
2. Keeping the Human Trained
3. Keeping the Operator in the Loop
4. Selecting Appropriate Stages and Levels When Automation is Imperfect
5. Making Automation Flexible and Adaptive
6. Maintaining a Positive Management Philosophy
Implications for Social Media Scorecards
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Participant Observation
Qualitative Analysis
Interpersonal Communication
Establishing “Ground Truth”
Coding + Counting
Three Phases of Social Media Scorecards
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Data Gathering
Data Analysis
Data Reporting
Examples of Social Media Scorecards
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Ogilvy Conversation Impact
Razorfish Fluent
Zocalo Group’s Digital Footprint Index
Ogilvy Conversation Impacthttp://blog.ogilvypr.com/2009/06/introducing-conversation-impact-social-media-measurement-for-marketers/
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Reach and Positioning Unique monthly visits Time on site Overall volume Share of voice within category or brand family Search visibility
Preference Sentiment index (% positive - % negative) in social media Share of positive voice in social media, within category Relative Net Promoter Score, absolute or within category
Action Registrations Sales Advocacy
Razorfish Fluenthttp://fluent.razorfish.com/publication/?m=6540&l=1
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Social Influence Marketing (SIM)
Reach Sentiment
Social ads are “about infusing social content and a user’s social graph directly into the ad unit itself.”
Social graph is “the network of personal connections through which people com municate and share information online. These personal connections can be based on common interests, professional experiences and offline social relationships.”
Zacolo Group’s Digital Footprint Indexhttp://zocalogroup.com/
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Volume of Conversations
Location of Conversations
Level of Engagement
Message Adoption
Tonality
Height + Width + Depth
Example of DFI
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http://www.webmetricsguru.com/archives/2009/09/a-social-media-scorecard-based-on-digital-footprint-index/
Questions to Clien
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http://vigilmetrics.com/App_Themes/Default/images/gallery/Social%20Media%20Scorecard.PNG
Questions to Clients
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General Requirements
Specific Requirements
Keywords and Volume Analysis
Reporting
Social Media Maturity of the Clients
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Level 1: Monitoring
Level 2: Online Research
Level 3: Social Targetting and Data Management
Level 4: Social Business Collaborations
Three Analytical Phases
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Culling
Classifying
Contextualizing
Q&A for the Social Media Analyst
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1. Which organizational unit is your analytics report oriented towards?
2. How sophisticated is the case company’s industry regarding social media?
3. How mature is the case company when it comes to socia media marketing, analytics, and management?
4. What is the budget, if any , allocated for socia media marketing, analytics, and management?
5. How much time is allocated to deliver results?
6. How much integration with other data sources?
7. What are the languages and regions for monitoring and measuring?
Discussion
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