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Success in Social: Beyond the Numbers The Short Version 1. Tracking sentiment matters 2. People talk about you, not just to you 3. There is a difference between people talking about your content and people talking about you 4. The right influencers matter The long Version Social is qualitative data on a quantitative scale - Jillian Ney, Disruptive Insight The Numbers Matter Big numbers look good, really big numbers look really good but they don’t give us the whole picture. Conversation Matters To see the full picture we have to look past the big flashy numbers and look at what people are actually saying. Example: The Battle For Christmas No.1 After Christmas, M&S gained far more followers and likes than John Lewis. The numbers show M&S as the outright winners. However, they ran competitions specifically designed to drive engagement throughout the campaign. So, to properly understand how the Christmas campaigns were received, we need to look at the conversation behind the numbers. What to Consider When Tracking Conversation Sentiment Sentiment tracking tools works using keywords. This means, for example, ‘shit hot’ could be tracked as negative. The best way to measure sentiment is manually. There is also a big difference between sentiment for branded content and for the brand itself. Talking About You, Not To You Most online conversation about brands is user-to-user not user-to-brand. Effective social listening looks beyond branded pages, handles and hashtags to get a feel for conversation around us, not just at us. Beyond The Peaks Conversation spikes show big numbers look cool. Background conversation about a brand shows how content can affect audience behaviour over a longer period of time. For example, big spikes around TV ads show that people love a cute kid riding a bike with kitty in the basket, but the background conversation can show how the content has changed attitudes towards the brand. Influencer Outreach the key to tapping into user-to-user conversation around branded content is sharing & creating good content with relevant, influential people online. Thank You
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SUCCESS IN SOCIAL: BEYOND THE NUMBERS
SOCIAL IS QUALITATIVE DATA ON A QUANTITATIVE SCALE
- JILLIAN NEY, DISRUPTIVE INSIGHT
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NUMBERS MATTER
BIG NUMBERS LOOK GOOD
REALLY BIG NUMBERS
LOOK REALLY GOOD BUT THEY DON’T GIVE US THE WHOLE PICTURE
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TO SEE THE FULL PICTURE WE HAVE TO LOOK
PAST THE BIG FLASHY NUMBERS AND LOOK AT WHAT PEOPLE ARE ACTUALLY SAYING
CONVERSATION MATTERS
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THE BATTLE FOR CHRISTMAS NO.1AFTER CHRISTMAS, M&S GAINED FAR MORE FOLLOWERS AND LIKES THAN JOHN LEWIS. THE NUMBERS SHOW M&S AS THE OUTRIGHT WINNERS. HOWEVER, THEY RAN COMPETITIONS SPECIFICALLY DESIGNED TO DRIVE ENGAGEMENT THROUGHOUT THE CAMPAIGN. SO, TO PROPERLY UNDERSTAND HOW THE CHRISTMAS CAMPAIGNS WERE RECEIVED, WE NEED TO LOOK AT THE CONVERSATION BEHIND THE NUMBERS.
WHAT TO CONSIDER WHEN TRACKING CONVERSATION
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SENTIMENT
SENTIMENT TRACKING TOOLS WORK USING KEYWORDS. THIS MEANS, FOR EXAMPLE, ‘SHIT HOT’ COULD BE TRACKED AS NEGATIVE. THE BEST WAY TO MEASURE SENTIMENT IS MANUALLY. THERE IS ALSO A BIG DIFFERENCE BETWEEN SENTIMENT FOR BRANDED CONTENT AND FOR THE BRAND ITSELF.
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I’M TALKING ABOUT YOU, NOT TO YOUMOST ONLINE CONVERSATION ABOUT BRANDS IS USER-TO-USER NOT USER-TO-BRAND. EFFECTIVE SOCIAL LISTENING LOOKS BEYOND BRANDED PAGES, HANDLES AND HASHTAGS TO GET A FEEL FOR CONVERSATION AROUND US, NOT JUST AT US.
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BEYOND THE PEAKS
CONVERSATION SPIKES SHOW BIG NUMBERS AND LOOK COOL. BACKGROUND CONVERSATION ABOUT A BRAND SHOWS HOW CONTENT CAN AFFECT AUDIENCE BEHAVIOUR OVER A LONGER PERIOD OF TIME. FOR EXAMPLE, BIG SPIKES AROUND TV ADS SHOW THAT PEOPLE LOVE A CUTE KID RIDING A BIKE WITH KITTY IN THE BASKET, BUT THE BACKGROUND CONVERSATION CAN SHOW HOW THE CONTENT HAS CHANGED ATTITUDES TOWARDS THE BRAND.
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THIS BIT NOT JUST THIS BIT
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INFLUENCER OUTREACH
THE KEY TO TAPPING INTO USER-TO-USER CONVERSATION AROUND BRANDED CONTENT IS SHARING & CREATING GOOD CONTENT WITH RELEVANT, INFLUENTIAL PEOPLE ONLINE.
CASE STUDY: FIRST SNOGIN MARCH, WREN’S FIRST KISS VIDEO TRULY WENT VIRAL. WE IDENTIFIED THIS WAS GOING TO BE A SUCCESS EARLY ON AND CREATED THE FIRST PARODY FOR FROZEN YOGURT COMPANY, SNOG. !WE SHARED THE VIDEO WITH INFLUENTIAL SITES ALL OVER THE WORLD WHO WE THOUGHT MIGHT LIKE IT. THE RESULTS WERE 98 THOUSAND VIEWS, ALL ORGANIC.
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THE SHORT VERSION1. TRACKING SENTIMENT MATTERS 2. PEOPLE TALK ABOUT YOU, NOT JUST TO YOU 3. THERE IS A DIFFERENCE BETWEEN PEOPLE TALKING ABOUT YOUR CONTENT AND PEOPLE TALKING ABOUT YOU 4. THE RIGHT INFLUENCERS MATTER
THANK YOU
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REFERENCEShttp://socialmediatoday.com/jillian-ney/2052141/definitive-social-media-analysis http://www.theguardian.com/technology/2013/dec/11/a-social-media-christmas-for-marks-spencer http://www.theguardian.com/news/datablog/2013/jun/10/social-media-analytics-sentiment-analysis http://www.socialbakers.com/storage/www/7-reasons.pdf http://www.thedrum.com/opinion/2013/04/23/marketing-beyond-facebook-how-niche-should-your-social-strategy-go http://www.slideshare.net/Chinwag/jillian-ney-presentation http://socialmediatoday.com/ubersocialmedia/1866556/9-marketing-insights-drive-online-success-2014 http://www.forbes.com/sites/jaysondemers/2014/02/04/the-confluence-of-content-and-social-media-insights-for-success-in-2014/ http://www.koozai.com/blog/social-media/find-key-influencers-tips-and-tools/ http://www.mckinsey.com/insights/organization/tapping_the_power_of_hidden_influencers !!!!
