winter park social analytics bootcamp workshop marshall sponder - webmetricsguru inc final
DESCRIPTION
This presentation will be given at the first Social Analytics Forum in WinterPark Florida on June 5th and 6th, right across the street from Rollins University. https://www.eventbrite.com/e/social-analytics-forum-tickets-11521578351TRANSCRIPT
WinterPark Social Analytic Boot camp
Marshall Sponder WebMetricsGuru Inc. June 5th
& June 6th
2014
Teach:
Rutgers University: http://www.masongross.rutgers.edu/content/marshall
Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620
FIT:
https://epay.fitnyc.edu/C20737_ustores/web/product_detail.jsp?PRODUCTID=3706&SIN
GLESTORE=true
Write:
CMSWire: http://www.cmswire.com/author/marshall-
sponder/
ClickZ:
http://www.clickz.com/author/profile/2854/marshall-
sponder
Blog: http://webmetricsguru.com/
Book:
http://www.amazon.com/S
ocial-Media-Analytics-
Effective-
Interpreting/dp/007182449
9/ref=reader_auth_dp
Brands / Former Clients / Coworkers
IT/Unix SEO /Web
Analytics
CORPORATE MKG /PR
ANALYTICS
Learning about Measurement
& Insights that we canderive from
Social & Mobile Analytics
We spend almost all our waking hours
creating and consuming Digital
Data, and we must now learn to
understand this data using Analytics
What Is Data?
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Unstructured Data is much harder to work with –
more than 75% of the web is made up of
unstructured data
Different Data ends up with different tools and analytics platforms
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
PlatformsTwitter Analytics
and Awe.sm
Web Analytics,
Google Analytics
Mobile –
Flurry,
MixPanel,
Adobe SCSocial Medias
Analytics
informs
Many
things
Care of Gary Angel – E&Y
Finding
the right
tools for
the Job
Tip of the
Iceberg:
There are
many
platform
tools
Which Step to take Next?
Social AnalyticsLandscape is
constantly shifting ….
understand your business needs before choosing
http://www.trustradius.com/downloads/smmslandscape.jpg
Consumer Research
NEED - Rich Categorization
NEED - Machine learning
NEED - Social Media Coverage
Adapted from Gary Angel – E&Y
• What do Key Influencers Think?• How have we shaped their Message?• Can we talk to them directly?
Consumer Research Platforms
PR Monitoring & SupportNEED -Traditional Media Coverage
NEED -Influencer Identification
NEED - Topic Categorization
Adapted from Gary Angel – E&Y
• How do our customers perceive us via Social Media?• What are our brand strengths from a customer perspective?• What drives consumer choice towards our products / services?
PR – Monitoring and Influencer Scoring
Social Engagement
NEED – Workflow Solution
NEED - Operational Metrics
NEED - Low-Latency
Adapted from Gary Angel – E&Y
• Are our customers engaged?• Have we sold products?• Did we drive Higher Awareness and Site Traffic?
Some Social Engagement Platforms
Social Analytics can’t answer all these questions
need a “Converged” Approach to Data
The Social Analytics tools tend to work better for one or two things, but not so well for everything you might want to do with them.
Digital Story Telling requires Convergence • Site-side/app analytics
• E-mail analyticsWhat happened?
• Audience MeasurementWho?
• Voice of Customer
• Customer Experience ReplayDid visitors find what they were looking
for?
• Social Media Listening/AnalyticsWhat are Customers saying about your
Brand?
• Attribution/Ad Serving
• SEM/Search Tags/FloodlightDid digital advertising help drive business?
• E-commerce/Affiliate MarketingAre partners impacting business?
• A/B and Multi-variate TestingHow else can we improve conversions?
23
Converged media is similar to converged analytics, and is multi-channeled approach
http://www.titan-seo.com/NewsArticles/trifecta.html
Ellen’s Selfie was
purported to be
worth 1 Billion
dollars of “earned
media” to Samsung,
an Academy Awards
2014 Sponsor.
By taking a
“converged”
approach the Selfie
became more potent
http://www.odwyerpr.com/sto
ry/public/2220/2014-04-
09/samsung-won-1b-earned-
media-from-ellens-selfie.html
The more channels your business critically operates in, the more your analytics needs to “Converge”
Reporting tools differ based on Job Role
and language constructs
Lost in the Sea of Data!
Studies Suggests Tool evolution and use evolved with Language Development
http://www.wired.com/wiredscience/2013/09/tools-and-language/
The way we talk and describe our business goals ends up determining the kinds of tools we want to work with and find useful
Different business terminologies created to make specialized, industry vertical tasks easier to do are the biggest obstacle to a “holistic solution”, as each lexicon ends up needing its own set of tools – often these are largely redundant.
Exercise:
Drop your issue, brand, organization name in the center and pick out the orbiting topics.
Example: Triple A (AAA)
– try to understand what your business is about –then maybe, we can figure out what tools/platforms are needed using social analytics and other analytics platforms, to better capture the data and act on it.
Online Surveys
Journals/Reviews
Social Listening
Geo-Social data -Mapping
Organizational level of Maturity
with Social Analytics
First Level: Monitoring
Radian6 / Sysomos good examples of “monitoring Function” in SMM.
Example of monitoring – River of News
Manual, labor intensive, subjective, not scalable, mostly a “news feed”.
Second Level:
Online Research
Example of Market Research
OS
Style
Use
Hardware
Connect
Media
Price
Integration
Form Factor
Speed
Screen Size
Apps
Screen Res.
Gameplay
Reliability
-1
-0.5
0
0.5
1
0 500 1,000 1,500 2,000
Care of Gary Angel – E&Y
Third Level: Social Targeting
Example of Social Targeting
Care of The New York Times
Programmatic is the future of Paid Advertising
Madison Avenue is becoming more like Wall Street
http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/
Walmart's New Cost-Cutting Target: The Ad World Media
Veteran Monahan Wants Giant Retailer To Cut Waste for
Suppliers Too
"Media planning today is beyond
human comprehension," Mr.
Monahan said. "There are so many
choices on where you can put your
precious investment. It's a software
problem."
http://adage.com/article/special-report-digital-conference/walmart-s-cost-cutting-target-advertising-
world/292436/
Fourth Level-Collaboration
Example of Collaboration / Social CRM
Actualizing Data is where the best returns (ROI) is
Some
industries
can benefit
from social
Data more
than others
Platform Challenges
Inadequate
query length
size limits
Brandwatch max char = 4096
Radian6 max char = 972
Sysomos max char = 2040
Most of the queries that people want to write end up being to long to run, and even if they could run, would take forever to execute.
They also don’t necessary run the query in the most effective order, nor is there any way to control that.
http://www.youtube.com/watch?v=4Y-SVxnVOv8
"housing solution"~2 AND "rhode island" AND "foreclosure", "road home program"~3 AND "foreclosure", "home loan modification"~4 AND "foreclosure", "jobless rate"~3 AND "foreclosure", "bankrupcy" AND "foreclosure" AND "housing" AND "obama", "rhode island housing"~3 AND "forclosure", "foreclosure prevention funds"~5, "bank foreclosures rhodeisland"~4 AND "obama", "selling house"~4 AND "foreclosure" AND "obama", "hardest hit fund"~4, "national foreclosure mitigation"~6, "homeowner stability initiative"~5 AND "obama", "roadhome program"~2, "hud homes rhode island"~3 AND "obama", "foreclosure settlement"~4 AND "25 billion"~2 AND "obama", "fannie mae freddie mac"~10 AND "foreclosure", "keeping people in their homes"~4
Radian6 Query on Foreclosures in Rhode Island
Hard to write a query that gets you the results you want
Limited
options
to sub
segment
Social
data
Segmentation of data and audience is usually a complex, time consuming task that needs curation
Boolean Queries can’t
capture most online
conversations we
ultimately
want to track
The vast majority of interesting online conversation is very hard to isolate with Boolean logic, because conversations are complex, each person uses language that is slightly differently, making it much harder to write an effective query.
Geo-location
almost useless
(but changing with Geofeedia/iBeacon)
A fraction of conversations in social media are somewhat accurate to the country level, and some times to the city level, but rarely better than this, but that is changing for a few platforms such as iBeacon based and Geofeedia, as part of a new breed.
Geofeedia and iBeacon technologies fix the Local Data Gap
Even our notion of what a location is, changes by time of day and day of the week (device/network driven)
12 PM 7 PM 11 PM
Source: Foursquare
Geofeedia and iBeacon technologies fix the Local Data Gap
What iBeacon look like – an iBeacon
Geofeedia and iBeacon technologies fix the Local Data Gap
What Retail Shopping is becoming
There are few analytics platforms that are available as yet for these new shopping technologies, Adobe Site Catalyst just came up with one of them.
Language
Support Issues
Interoperability issues
Who is winning the Cloud Wars?
Which Cloud platform integrates its
applications the best?
http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/
Immature Frameworks
Connect the dots into a workable Framework to get
the most value from Data
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/
Digital Marketing Framework
73
Further considerations are the “non-linear” ways we come to make a decision about purchasing a product or service
DEVICES MATTER TOO!
Source: comScore Device Essentials, Monday 21st January 2013
http://www.therainman.in
/Cross_Media_Attributio
n.html
Few true Independent
Aggregators of Social
Data
Analytics is
best used for
planning and
reporting, to
optimize your
marketing
efforts
Example Optimization Metrics Plan
Typical Business Objectives
1. Increase Market Share by X% (this/next Y/Q)
2. Increase Business Income/Profit by X% (this/next Y/Q)
3. Save X% of our (monthly/quarterly) spent (this/next Y/Q)
4. Improve Productivity by X% (this/next Y/Q)
5. Improve Services provided by X% (this/next Y/Q)
6. Increase Company Profit by X% (this/next Y/Q)
7. Improve Team Productivity by X% (this/next Y/Q)
8. Improve/increase worker productivity by X% (this/next Y/Q)
9. Open New Offices (#) (this/next Y/Q)
10.Find/Create New Business Opportunities (#) (this/next Y/Q)
11.Increase Sales Bookings by (#) (this/next Y/Q)
12.What are the sales drivers & Incentives (this/next Y/Q)
13.What are your sales drivers & Incentives? (this/next Y/Q)
14.How and where to do we generate leads (#/%)? (this/next Y/Q)
Business Goal Target
Determine what drives your business and ways to measure it
• What Measures do you want to track?
• What Decisions would you make differently if the
one of the measures was surprisingly high or low?
• What is the threshold of the measure? In other
words, at what point if the value was exceeded or
dipped would an alternative action take place?
Source: Douglas Hubbard - The Pulse
Once you are able to collect the right data, then you organize it and figure out its meanings
Business Metrics are much more useful than channel and program
metrics (micro conversions) but are harder to formulate and customize
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/
Determining Platform Investment
Tim
e S
pe
nt –
Data
C
le
an
in
g
Previous Business Investment/ Size
Cu
sto
mizatio
n R
equ
ire
d
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Big Data is causing profound changes
Structured Unstructured
Hybrid
UV Data
Web
Intelligence
Unified
Information
Social
Data
CRM
POS
Search
Offline
WOM
Intelligence is understanding how to collect
information and what to do with it
Survey
explains
how Chris
Hadfield
went viral
Leveraging Viral Data in Social Media Analytics
Facegroup »
Twitter Video
Virality - Chris
Hadfield
Understanding
how social
media spreads
has become a
major interest
as well as the
subject of a
new course
@Rutgers
35% of adults who post
videos online (11% of all
adult internet users)
hope to see their video
go viral.- Pew Report - Pew Internet
http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/
Emotions are at
the root of Viral
Marketing - we do
not share what
we are not
feeling strongly
about"
Two reasons why
people share and
spread the word -
psychological and
Social motivations
VIDEOS WHICH PROVOKE A STRONG POSITIVE RESPONSE ARE 30% MORE LIKELY
TO BE SHARED
Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Negative
High Arousal Low Arousal
Disgust Discomfort
Sadness Boredom
Shock Irritation
Anger Frustration
Shock or anger can drive shares but they are a risky bet
Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24
Emotive
Tracking for
VIRAL
Campaigns
using Text
Analytics
Telekinetic Coffee Shop Surprise #1 on Unruly Viral Video Chart as of
10/13/13
http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M
The video was shared
1:21 times it was
viewed
Text Analytics
identifies the
main actor and
action most of the
time
Encoding
Emotions
Opens up
intriguing
possibilities
...
Rutgers University & Unruly partnerto create a course
about the details around Creating Viral Media (using
Big Data)
Launching early 2015
Workshop Exercises
1. Analyzing CongresoSM using Social Media Analytics – pick 3 metrics to
track
Metric 1 Metric 2 Metric 3
Based on the Metrics you choose – what do you think your measurement goal is?
What platforms are best to use to track the conference based on the goal (s)
expressed?
Any special considerations that need to be taken into account with this situation?
How long would you track the conference (days/weeks months before/after)?
Workshop Exercises
2. What would be a business metric for Exposure? Engagement?
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/
? ?
Workshop Exercises
3. How do you determine content has gone viral?
Viral Metric 1
Viral Metric 2
Viral Metric 3
Common Mistakes • Failing to understand your business needs for digital tracking
• Treating Social Analytics as an “after thought”
• Failure to incorporate adequate time for ideation and testing
•Making assumptions and underestimating the efficacy of analytics to improve your business.
102
Thank You!Marshall Sponder
CEO, WebMetricsGuru INC
www.webmetricsguru.com
Baruch College, Rutgers University, FIT
@WebMetricsGuru
Email Me: [email protected]
Facebook.com - SocialMediaForTheArts