Internal presentation approved for public sharing. This deck walks you through: -What brands / organizations want to learn from social media data; -How to choose a monitoring / analytics vendor; -Examples of reporting capabilities

1. Social Media
Analytics:
Vendor Selection Best
Practices and Sample
Reporting
January 19, 2012

2. OVERVIEW
Vendor Selection Best 3-6
Practices
Sample Reports 8-13

3. Vendor
Selection Best
Practices
An Bui, an.bui@alum.swarthmore.edu

4. Generating Insights
BRANDS WANT TO KNOW
• Where is the information
• How much are people talking
• How many people do we care about
• How do our customers feel& will we know it
• How do people feel
• How often do they do what we wish
• Are we getting our money’s worth or delivering value
“…[companies] can quickly identify relevant verbatims, classify comments by positive or
negative sentiment, and engage in all manner of text mining to reveal unexpected patterns
and trends…” – Gleansight Social Intelligence Q32011 Report

5. Choosing a Vendor
Technology Evaluation Factors: Organization Evaluation Factors:
Content aggregation and normalization Technological interest / aptitude
Text mining, tagging and database management Current workflow processes
Trigger alerts / automated reporting Identification of pain points by level, function and goal
Display / querying dashboard
Product roadmap
Reporting from
Forrester, Gleanster,
Altimeter Group and
Gartner analysts
Vendor Evaluation Factors: Organization / Vendor Fit:
Responsiveness / customer support Vendor ability to meet current and future
Training / onboarding / account setup organizational requirements
Vendor strategy / organizational health

6. Forrester Analysts Say…
Current offering:
Background information
Data sources
Text analysis
Functionality
Consulting / analysis services
Strategy:
Strength of management team
Corporate strategy
Product strategy
Cost
Market Presence:
Customers
Financials
Employees

7. Sample Reports

8. Share of Voice: Channel and Author
160
Segmenting mentions by social
140
120 media channels signal (a) which
100 ones already have those
80
60
mentioning the brand; (b)
40
Client Mentions
whether any message pull
Industry Mentions
20 through occurs in channels we’ve
0
targeted.
Digg
Plurk
Bing
YouTube
Indenti.ca
Picasa
Clipmarks
Boardreader
Delicious
Pixsy
Facebook
Twitter
Yahoo News
Friendfeed
Google_Voice
18
16
14
12
Segmenting mentions by authors 10
signal (a) which ones maybe 8
6
brand advocates or badvocates; 4
Client Mentions
Industry Mentions
(b) who may be appropriate for 2
0
either customer reference lists or
lead lists. We recommend further
study.

9. Share of Voice: Sentiment and Hashtag
700
Generally, Client tracks to the
600 industry in terms of sentiment.
500 To increase positive
400 sentiment, we should examine
300
Client Sentiment
each aspect of the Customer
Industry Sentiment
200
Experience and User Experience.
100
0 30
Positive Neutral Negative 25
20
Client is associated with
15
conversations around recent
10 Client Hashtags
messaging foci: Industry Hashtags
#secondscreenand iOS devices. 5
The addition of #bestappever 0
indicates that authors of those
posts are likely candidates for
brand advocacy.

10. Additional Conversational Analysis
14 Client 153 Movie Strength = 45 Positive 1 Negative Sentiment =
Mentions App Mentions 9.2% Mentions Mention 45: 1
Strength:measure oflikelihood that your brand is being Sentiment:ratio of positive to negative mentions
discussed in social media. Phrase mentions w/in the last
24 hours divided by the total # of possible mentions
47 Unique 93 Total 11 Authors
Reach = 51% 69 Total Passion =
Authors Mentions of Multiple
Authors 16%
Mentions
Reach:measure of range of influence. Unique authors Passion:measure of likelihood that individuals
referencing the brand divided by total brand mentions talking about your brand will continue to do so
repeatedly. A small group of advocates that
continually talk about your brand will result in a
higher passion score. Every mention by a
different author will result in a lower passion
score

11. Social Media at a Glance
This sample report
exemplifies the data
visualizations available via
Lithium Social Media
Monitoring. Insight is
available with access to the
raw data.
Not pictured: pull quotes
with examples of love /
hate / recommendations
from customers relevant to
Netflix or Blockbuster.

12. Digital Peoplescape: Twitter
Discover the relationships those you
tweet with have.
Surface the themes relevant to your
2d degree circle.
Drill in to discover affinity
relationships
Ex. Twitter and Townhall both
discuss #AskObama. Potential for
joint campaign around that theme.

13. Social Media Trends and Opportunities
The mid-October spike resulted from of a
feature release that encouraged social sharing
from within the app.
The late November dip was likely driven by
Thanksgiving holidays, as fewer people used
the app on Thanksgiving.
Client should consider integrating online and
event marketing efforts, with campaigns at
industry events in LA and mobile app events in
Seattle.
A foursquare scavenger hunt, booth demo
giveaways, or FanAdvocate events can generate
additional buzz. …and so on…