5 ways to convert !social media in to �smart marketing strategy

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Why gather insight from social media?►  Highly accurate demographic, psychographic and

conversational data – available in people’s profiles – helps form a more rounded view of individuals. "(Their ‘social graph’.)

►  Understand all marketing activities and how these translate to your social-media practice.

►  Use data insights for campaign strategies, implementation, media planning, development and reporting.

1. The 3 Ls of media analysis

2. Social media audit

3. Social media listening and analysis

4. insights and reporting

5. earned media value

Social analytics = marketing intelligence

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1. The three Ls of�media analysis►  Listen►  Learn►  Leverage

Learn Leverage Listen

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Insights and trends from

conversations

Align insights with your

requirements

Leverage insights to

achieve social impact

The social-analytics process the three Ls of analytics

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►  Use social- and data-analysis tools and techniques to discover the trends, themes and opportunities around what people are saying.

Listen

Learn ►  Define the social opportunity and

create a clear success framework. ►  Align communities to your brand’s

purpose through highly enduring and differentiated social solutions.

►  Test ideas with the most effective focus group available — your fans, followers and friends.

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Leverage ►  Use your most successful messaging

and invest in campaigns that efficiently reach wider audiences.

►  Determine the impact of the solutions against your business and campaign goals.

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The three Ls of media analysis

Listen

Insights and trends from

conversations

Align insights with your

requirements

Leverage insights to

achieve social impact

10.

2. Social media audit►  New business leads►  Analyse competitor effectiveness►  Identify brand opportunities►  Benefits

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social media audit!new business leads

►  Demonstrates ways consumers are using products. ►  Locate hugely influential brand advocates and otherwise

unknown online personas.►  Identify gaps in the market and ways to improve a current

product, as well as isolating features consumers are already asking for.

12.

social media audit!analyse competitor effectiveness

►  Quantify campaign reach within a market context. ►  What’s your slice of the campaign ‘conversation’?►  How does your content stack up? Is it engaging the

people who matter?►  Put your brand’s performance in perspective

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Jess’ buzz tends to be spiky but we’ve uncovered trends that could stretch her talkability: ● Make-up styling ● Lyrics

‘Beau1ful’  launches  

Special  appearance  at  Eurovision  2014    announced  

Using social to prospect for new brand opportunities

‘Beau1ful’  launches  0

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Negative (3.6%) Neutral (70.5%) Positive (25.8%)

X-Factor guest performance

Kyle and Jackie O appearance

MTV Singapore performance

• Aussie rules fan• Lots of engagement �

around support for Uber• Passionate about family

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Guy Sebastian brand ambassador? Edgy with a conscience

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►  Streamline campaign messaging. ►  Identifiy superfans.►  Be better positioned to take up new opportunities.►  Keep an eye on the competition.

Social media audit�Benefits

3. Social media�listening & analysis►  Tools pros and cons►  Best-in-market analysis►  Data diversity►  Understanding trends►  Benefits

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►  Incorporates community management and reporting

►  Just reports the pages you manage

social listening and analysis!tools pros and cons

►  ‘Everyone’ uses it ►  Integrates with

Salesforce as a prospecting tool

►  Lots of extra features (but costly)

►  Not changed in three years (whereas social media has)

►  Requires additional plugins to access data efficiently

►  Spammy, poor sentiment and language support

►  Twitter-heavy (GNip data warehouse supplier)

►  No Facebook, Instagram ►  Awkward set-up

►  Captures public Facebook status updates

►  Multi-step filtering ►  Two-years back-

data ►  Integrates with

Google Analytics

►  Limits to user numbers ►  Confusing interface ►  Limited platform

sources ►  Reliant on DataSift

warehouse

►  Poor sentiment analysis ►  Long delays with results ►  Technical to operate

►  54 language support ►  Shareable front-end ►  Easy to search and

organise ►  Independently sourced

data

►  Integrates with Salesforce as a prospecting tool

►  Broad range of platforms

►  New features added regularly

►  Just the Facebook pages you tell it about

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First (out of 11) in "enterprise-level "

social-listening platforms

►  Using real-time monitoring, you capture conversations across the ‘Social Web’.

Filter the buzz !by keywords, platform, sentiment, language, country…

Clickable conversations !to understand what is driving the big traffic spikes

social listening and analysis!synthesio: best-in-market analysis

More sources, more languages ►  Includes public comments

across social networks. ►  Which channels drive most

inbound traffic?

Topics and sub-topics!brand, campaigns and competitors

Real-time buzz peaks !what is being said in real-time

Clickable conversations !to understand what is driving the big traffic spikes

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social listening and analysis!data diversity

Message trends ►  Full sentiment and

social-media interactions, in 54 languages.

►  Campaign topics. ►  Measure campaign performance

against key benchmarks.

Opportunities ►  Instant benchmarking;

no waiting. ►  Key influencers within

conversations. ►  Match trends to marketing goals

Instant sentiment !monthly, weekly, daily or hourly division by tone type

Dynamic infographics !that takes you deeper to see interactions, influencers, trends

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social listening and analysis!understanding trends

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►  Live data with a campaign focus►  Instant results measured against your goals►  A curated data system that enables you to access

relevant social interactions

Social listening and analysis�Benefits

4. Insights and �reporting►  Strategic analysis►  Campaign next steps►  Benefits

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insights and reporting!strategic insightsAn overview of your social-media activity ►  Who, what, where, when and how people

engage with your campaign.

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insights and reporting!campaign next stepsWhat are the opportunities? ►  Marketing possibilities for business strategy.►  Next steps to consider for improving effectiveness.

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►  Deep-dive reports investigating how campaign audiences interact and consider your messaging.

►  Frameworks that use your data, presented in a highly visual, informative and easy-to-read format.

►  To-the-point, focusing on strategic goals.

Insights and reporting�Benefits

5. Earned media�value►  Placing a dollar value on ‘free’ media►  Organic social adds value to digital display marketing►  The ‘earned’ value of one Facebook sponsored post►  Benefits

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►  Moving beyond soft metrics: post likes, impressions, page views, shares and followers.

►  Use data-driven standards that integrate cost per actions and business metrics.

►  Recognises the amplification effect that earned media have on paid and owned channels.

Placing a dollar value on ‘free’ media

28.

19.1%

$1,699.43 of additional

earned media value

Organic social adds value to digital display marketing

"SPONSORED LINK SERVICE ORGANIC SOCIAL

"TOTAL

Impressions 7,888,013 1,503,114 9,391,127

Clicks 23,741 8,620 32,361

Click-through rate 0.3% 0.57% 0.34%

Cost per-click 38¢ Free 28¢

Cost per-thousand $1.13 Free 95¢

Spend $8,918.26

SPONSORED LINK SERVICE ORGANIC SOCIAL

Impressions 7,888,013 1,503,114

Clicks 23,741 8,620

Click-through rate 0.3% 0.57%

Cost per-click 38¢ Free

Cost per-thousand $1.13 Free

Spend $8,918.26

SPONSORED LINK SERVICE

Impressions 7,888,013

Clicks 23,741

Click-through rate 0.3%

Cost per-click 38¢

Cost per-thousand $1.13

Spend $8,918.26

The  total  Earned  Media  Value  of  your  post  is  

$278.80

If  you  had  to  pay  for  these  addi1onal  organic  engagements:  

$618.01

The  paid  spend  behind  your  post  contributed  

54.89% of  the  post's  total  engagements  

EARNED !MEDIA VALUE

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The ‘earned’ value of one Facebook sponsored postPAID   EARNED  /  ORGANIC   COMBINED  

Reach   59,008   6,304   65,312  Impressions   105,635   7,968   113,603  Engaged  Users   219   180   399  Post  Clicks   339   27   366  Post  Likes   89   41   130  Post  Comments   8   2   10  Post  Shares   1   2   3  

Media  Cost   Media  Cost    Combined  Media  Cost  

$339.21   FREE   $339.21  

Cost  per  thousand  impressions   $3.21   FREE   $2.99  Cost  per  click   $1.00   FREE   $0.93  Cost  per  engagement   $1.55   FREE   $0.85  

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►  Attribute performance between paid and earned media►  See the complete picture of your brand health ►  Evaluate how one channel drives results for all activity►  Better understand the marketing ROI of ‘free’ media

Earned media value�Benefits

►  Listen, learn, leverage

►  Identify strategic possibilities and outcomes

►  Smart competitor intelligence

►  Instant results measuring business-targeted goals►  Investigate how campaign audiences interact and consider your messaging►  Better understand the marketing ROI of ‘free’ media

31.

Smart social media marketing�Benefits

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