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This is a presentation I'm giving in London at #measure13 on March 26th
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Success
Story
Social Data
Some of what is covered in this session
• Going from 0 to 60 MPH with
measurement using simple
analogies
• Make sense of the Platform
Landscape.
• Pick the right platforms and
metrics.
Social Intelligence – Making sense of Social Media Messages
Social Scoring – Analyze social profiles and organize it in your own
unique way to you can act on the information.
Social Marketing Management – Building your Brand through
interactions with customers, or in our case, students.
Analytics – Campaign and performance data with Industry benchmarks.
IT/Unix SEO /Web
Analytics
CORPORATE MKG /PR
ANAL
Artist
What are the Right Tools for your business?
Hybrid Data
UV Data
Social Intelligence
Usable Information
Social
CRM
POS
Search
Offline
WOM
Businesses already have a lot of
data, they need understanding in
order to get the full value from it
– that is more frequently the case
than needing to master “Big
Data”.
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Structured Unstructured
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
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
Mobile – Flurry,
MixPanel, Adobe
SC
Cust
om
izati
on
Req
uir
ed
Tim
e Sp
ent
– D
ata
Cle
an
ing
Free or Low Cost
Up to 5K ~month
5K-20K ~month
Previous Business Investment/ Size
Cust
om
izati
on
Req
uir
ed
Tim
e a
nd
Cost
Business Value and Customer Type / Need
Cleaned & Structured
Data
Structured Data Dirty Data
Cust
om
izati
on
Req
uir
ed
Tim
e a
nd
Cost
Business Value – Context Sensitive
Cleaned & Structured Data
Structured
Data
Dirty
Data
• The Data they can access and store
UNSTRUCTUED
DATA
• Problems platforms able to solve
PROBLEM DEFINATION • Workflow to
surface the right data
Surfacing Data
Social
CRM
POS
email Search
Offline
WOM
Proximity Based Communications
3D Printing
Collaborative Consumption
Gesture Based Interfaces
Virtual Reality
Quantified Self
Quantified World
Digital Screen Experiences
Power Everywhere
Social
CRM
POS
Search
Offline
WOM
Proximity Based Communications
3D Printing
Collaborative Consumption
Gesture Based Interfaces
Virtual Reality
Quantified Self
Quantified World
Digital Screen Experiences
Power Everywhere
x
x
x
x
x
Karate Kid / Starfleet Academy
Master small steps, combine them
effectively,
& win the Championship,
should work with most subjects
INTRO BASIC ADVANCED
(History/Context) (Getting Setup) (Specifics )
I have taken my students from knowing next to nothing about Social
Media and Analytics to a place where they can be very articulate
consumers and leverage the technologies
“Professor Sponder, I’d like to thank you for an amazing class this
semester. I learned so much to supplement my knowledge of social
media, and I plan to use several of the ideas I learned here in both my
personal (blog) and professional (Current TV) life.” -Caitlin (Fall 2012)
I just wanted to thank you for providing this class at Rutgers. … Social Media for the Arts has given me a new sense of hope that I could use the skills learned in this course towards pursuing a career in online promoting and advertising in the entertainment business.
Adrianna M. (Spring 2013)
‘This is the most interesting, interactive and
inspiring course that I have taken thus far and I
know that I will take the plethora of information
learned in this class and use it towards my future
endeavors. ”
Choosing the best solutions
As a marketer,
you will want
to choose, use,
and measure
the
effectiveness
of your
messaging.
Facebook Edgerank
Funnels and
attribution
Using Data to tell a Story
Tips for Google Analytics
Track Every Page & Action on Your Site
Ecommerce - Sales
Set Goals – Not Just Sales
Sign ups
Form Fills
Share info with others
Adwords Integration – What campaigns convert in to
successful Goals
The biggest challenge is
“hooking up” these
systems so the information
actually makes sense to
business owners
Source: http://oursocialtimes.com/what-salesforce-
coms-acquisition-of-radian6-means-for-businesses/
Source: http://www.socialmediaexaminer.com/social-
media-marketing-industry-report-2012/
Consumer Research
Listening for Insights
Rich Categorization
NLP (machine learning)
Social Media Coverage
PR Monitoring & Support
Listening and Engagement
Traditional Media
Coverage*
Influencer Identification
Topic Categorization
Social Campaigns
Automating of the engagement
Workflow
Operational Metrics
Low-Latency
Care of Gary Angel – Semphonic.com
Source: Semphonic.com
MixPanel for app Click act
Sailthru
Sonar.me
website
Google Analytics
AWE.SM
Facebook Analytics
Twitter Analytics
Free Paid Paid
Source: http://www.somemo.at/?p=1037
Caveat:
Changing
Tools
changes
The
Results
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/
2/3 of the sales are coming from Internal and External Agencies
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/
These could be the wrong reasons to use platforms in my opinion
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/
Many vendors would like to sell their services to the top 6.6% of the customer base. But most people here at #measure13 want much less expensive solutions. Also, they don’t understand differences in offerings.
Source: http://allinfographics.org/social-media-monitoring-tools-
facts-and-how-to-use/
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/
The dissatisfaction or “look warm appreciation” of 66% is probably tied to purchasing services while not fully understanding their limitations or best uses of the platforms or the data they provide
Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
among
through/ with
ask fans and customers to
Regarding our
Where Success will be judged by
Always Have a Plan
Source: http://swilliamsjd.wordpress.com
Unaware,
need
information
Have some
awareness of
what’s
needed but
quite can’t
articulate it
and not sure
what it looks
like for their
organization
or biz req.
Know what’s needed
and trying to find the
best solution, will spend
the money and time to
develop or find it x
Technology evolving very quickly, faster than the
systems and rules in place to deal with it.
What I shared with you today would not have been
possible to do even a few months ago.
That’s why, I believe, we need to understand what are
needs are and be willing to experiment in order to find
the best solutions.
Culture Concept Map–
Using Facebook Graph Search –
Singers Percussionist
Violinist
Pianists
Flutist
Cellist
Pianists
MGSA Pianists
follow innovators such as
The Beatles and John Mayer, yet they also play it safe and are low risk takers. Pianists like living near the edge yet
still be protected from harm.
Engage Pianists for eCollege by appealing to their
contemporary urban image, give them free Starbucks cards
and Gap Coupons checking out courses and
taking edgy but safe tests. The investment in eCollege
should also be a safe bet.
Singers
MGSA Singers
higher education and refined
culture (NPR) along with a wry sense of humor
(The Colbert Report), Science Fiction (George Takai)
however they are also deeply interested in contemporary music (Spotify) and self promotion.
Engage Singers into eCollege by stressing the cultural
knowledge and cult learning they will get by enrolling in
some of the more innovative courses. Also, as singers are
by nature a more curious group with diverse interests
working humor and sci-fi into the course
material will be popular
with them.
Violinists
MGSA Violinists
have a definite “Sci-Fi Pop
Edge” with their interests in Dr. Who,
Dr. House and 30 Rock. These are people who
want to be entertained and consider themselves
sophisticated (House), looking for “gotchas” and “Catch-22’s”
Engage Violinists into eCollege by getting them into
episodic storytelling. Violinists want to know how the
learning they get via eCollege helps them solve life’s
complicated problems. As violinists are a main part of
most orchestras and chamber music, making the
most of their skill is also something
they want addressed.
Percussionists
MGSA Percussionists
clearly like physical sports such as Rutgers Football
but they are more clearly interested in non- profit and
humanitarian aid due to their altruistic nature.
Engage Percussionists in eCollege by appealing to their
need to Save the World – reach the at fundraisers and races
for the cure.
Show them how the course will not only satisfy their
deep need for physical contact but also how
their learning helps others.
Cellists
MGSA Cellists
have a need to congregate and meet people (Panera
Bread and Times Square NYC) and for visual and
auditory stimulation. Cellists appear to be social animals
and enjoy working in a group, like mobile devices and are constantly calling their friends and family.
Engage Cellists into eCollege by emphasizing the
flexibility of remote training that can fit into their diverse
activities while on the go. Cellists are interested in a
good story (Inception) and want to be up on the
latest technologies, right up our Alley. They may
also like the mobile capabilities of
eCollege
Flutists
MGSA Flutists
are similar to the Cellists in their love of
mobile (Samsung Mobile USA),but also are readers of
contemporary culture (Complex Magazine) and lovers of high fashion (Chalany High Heels) and elegance.
Engage Flutists with the elegance of the eCollege solution.
As they love fashion and culture, provide them with
courses they can easily take that will provide
Fashion and High Art.
How Accurate are Facebook Likes
as a Predictor of Personality?
Case Study – Charles Bivona – NJPOET.com
Use Facebook Persona Profiling
Audience Case Study
Charles Bivona – NJPOET.com Top 500 Pages
High IQ (The Godfather, The Colbert Report, The Daily Show, Lord of the
Rings Trilogy, Tyler Perry)
8,606,923 like this
Affinities:
Fight Club,
Batman: The Dark Knight
2,865,863 like this
Affinities:
The Daily Show,
The Office
3,736,790 like this
Affinities:
The Colbert Report,
The Office
11,632,513 likes
Affinities:
The Hobbit
Peter Jackson
8,613,738 likes
Affinities:
For Better Or Worse
Meet The Browns
Top 150 pages
These people like “well written” material, literary masterpieces and topical work that are
well received. The Godfather had endured for more than 40 years as well.
Social
CRM
POS
email Search
WOM
Proximity Based Communications
3D Printing
Gesture Based Interfaces
Virtual Reality
Quantified Self
Quantified World
Digital Screen Experiences
Power Everywhere
Offline
Collaborative Consumption
• Finding students to fill a music class
• Finding students to fill an art class
• Finding students to fill a cinematography class
• Finding students to fill a dance class
• Finding students to fill a Fashion class
• Finding students to fill a Photography class
High Precision Targeting at
a Low Cost using
Facebook’s Big Data
This ad targets 4,100 users: who live in the United States
who live within 10 miles of New Brunswick, NJ
between the ages of 18 and 22 inclusive who like #Inception, tyler clementi, #Spotify, complex magazine, #The Beatles, samsung
mobile usa or #The Daily Show who are in college
4. Undergraduate Advisors
dynamics uncovered,
explored and exploited
Spring 2012
67 active students
1 section(but
84 were on roster)
Fall 2012
51 students
2 sections
Spring 2013
100+ students
2 sections
2. Course “re-
authored” from
scratch by me. 400+
hours – curation
approach
3. Facebook page for SM&A
–
has 260 members –
Targeted adverting
5. RuTV Spot
6. #mgartr13
Manuscript
(permissions
pending)
The first 3
classes Academic
Advisors
hear this
and tell
their
students to
take your
course
Studen
ts talk
to
friends
Student
s
Positive
Stateme
nts
1. Technology is evolving so quickly We need to
spend more time understanding the technologies
so we can better use them (what #mgartr13 does).
2. We may have to change the way we look at New
Media using a curated approach.
3. The technologies touched on merge Arts with
Science and require new approaches and
methodologies.