social media analytics - uw marketing analytics course

UW Marketing AnalyticsNovember 2015

CONFIDENTIAL

@JeffGibb

Head of Business Development

University of Oregon Alumni

3 © 2014 Simply Measured, Inc

THIS WAS MY MKTG 420 TEXTBOOK

• The year - 2009• An “advanced” marketing class• A project with Integrated Campaigns

No mention of:Basic web developmentGoogle AnalyticsDigital marketing of any kind


Today’s Topic

We’ll dive deep on Social Analytics

How does this class use social media?


Simply Measured – The Basics


Simply Measured By The Numbers

• One of the 500 fastest-growing companies

• We process over 300,000 tweets per hour

• We make 2,000,000 calls to the Facebook API every day

• Named one of Seattle’s “Best Places to Work” two years in a row


The Leader in Social Analytics

“The new G2 report named Simply Measured as the tool with the highest overall satisfaction, based on submitted user reviews, and it was the only one placing in the Leader category.”


The Leader in Social Analytics

Trusted by 1000 Customers, Including 50 of the Interbrand Top 100 Global Brands.


Simply Measured Connect

© 2014 Simply Measured, Inc

Two Distinct Tools for Social Marketers

Social Media Management SystemsSocial Publishing ToolsSocial Ad Buying Tools

Activ

ities

& N

eeds

Solu

tions

SOCIAL ANALYTICS

MEASURE

SOCIAL PUBLISHING

RESEARCH

EXECUTE

RESEARCH: Analyze competitors, conversations and audiences to inform your social strategy.

MEASURE: Track the performance of your social activities to understand their impact.

EXECUTE: Publish your social activities across the social networks.


Complete View of Your Brand & Market

Full Planning & Measurement, Cross-Channel, Organic & Paid

Best of Breed Data Enrichments

Complete Solution, At Your Fingertips

How is Simply Measured Different Than Google Analytics?

#1 - We Ingest Data Directly from Social Networks


What do you see when you look at this tweet?


This is What Simply Measured Sees


#hashtag


@mention


Media


Engagement


Location


This happens in 1 second

< 1 second


Finished Product

#2 - Attribution & Dark Social


2 Recent Acquisitions


What is “Dark Social”?

Technical Definition: Website traffic that originates from a shared link, but does not pass a referrer and thus appears as ‘direct traffic’ in web analytics (Referrer = the page URL containing the link to the site that we clicked i.e. www. facebook.com/simplymeasured)

SM’s “Tell me like I’m five” Definition:Social shares and traffic that can’t be measured by traditional website or social analytics.

SM’s “Tell me like I’m a Teenager” Definition:All that other social stuff in our giant direct traffic bucket.


Dark Social is very, very real

70% of Social Sharing is Dark

50% of Social Traffic is Dark


How Does it Happen?

Social Mobile Apps: In many cases, Facebook, Twitter, Pinterest and mobile apps for other social networks do NOT pass a referrer – FB has 655 million mobile-only users

Messaging Apps: WhatsApp, Kik, FB Messenger and other mobile messaging apps do NOT pass a referrer – WhatsApp has 900M users

Email: Major email providers like Gmail, Yahoo, and Outlook do NOT pass a referrer – Gmail has 900M users

SMS: Text messaging does not pass a referrer – 300M+ mobile subscribers in the US


Other “Direct” Traffic

Secure browsing: If you are browsing a site using HTTPS site encryption and click on a link that is not encrypted (HTTP), no referrer is passed

Paid and Organic Search: In some browser/device configurations, google won’t pass a referrer when a user clicks a link from an organic or paid search (“not provided”)

Mobile apps: Links in mobile apps almost never pass a referrer

Documents: Links in documents like PDF, word docs, etc. also do not pass a referrer


Challenge:

The customer was experiencing a typical problem in social marketing. They were convinced that a significant percentage of purchases they were driving through social media marketing were unaccounted for. With existing analytics solutions they were unable to prove their effectiveness and as a result, appeared to be underperforming. With significant investment made in the social team, they needed to prove their efficacy.

Inside Social Fills Attribution & Audience Blind Spots


Solution:

The customer adds a javascript tag to their website to track activity. This places a # with unique tracking for each page, allowing Inside Social to measure things like copy/paste in apps.


© 2015 Simply Measured, Inc


Results: • Discovered that 78% of purchases were

unattributed, when in fact they were driven by earned social sharing (which had previously been untracked).

• Enabled the addition of hundreds of influencers that were previously unknown into existing social and content marketing plans.

• Identified the right content to drive purchases and the utilized this to improve future social marketing campaigns.

78%

22%

Attributed by Inside Social

Previously Attributed

78% of social purchases were unattributed for leading beauty retailer

My advice to you:

Immerse yourself in marketing and technology


The Marketing World Continues to Rise

What’s next?

Run a Free Report! http://simplymeasured.com/free-social-media-tools/

Download our 2016 Social Planning Guide http://get.simplymeasured.com/2016-social-planning.html#i.1g2vlea6ryfpxz

Looking for a career in social? We have 17 open positions!

Reach out to me directly: [email protected]