This is the deck from our Advanced Social Media Monitoring workshop at SXSW 2013.

1. Social Media Analytics Workshop
#SXSW 2013
#leansocial #socialmeasure
Susan Alistair Margaret Blake
Etlinger Croll Francis Robinson
@setlinger @acroll @margaretfrancis @blake

2. What You Will Get Out Of This
Workshop
• Insight into how companies are measuring ROI for social
media activities in sales, marketing, operations functions
and more
• Better understanding of correlation vs. causality and other
analysis best practices
• Examples of the metrics brands use to demonstrate social
media success
– For channels
– For campaigns
– For ROI
• Overviews of the tools, applications, and approaches they
use to get them
• Guidelines & best practices for data visualization

3. Workshop Agenda
• 3:30-3:40: Intros & Logistics
• 3:40-3:50: Measuring ROI
• 3:55-4:05: Analysis best practices
• 4:10-4:20: Choosing Social Networks
• 4:25-4:40: Channel Metrics
• 4:45-5:00: Campaign Metrics
• 5:05-5:15: Data Visualization
• 5:20-5:35: ROI Analysis Reprise
• 5:35-6:00: Q & A/ Final Wrap Up
• 5 minutes breaks throughout are for audience
participation/ Q&A

4. Introductions
• Susan Etlinger: The Industry Analyst @setlinger
– Measurement matters because companies need to know ROI. And it is
possible to measure ROI on social media marketing programs
• Alistair Croll: The Entrepreneur @acroll
– Measurement matters because data should inform business design
and direction. And doing it well is both art and science.
• Blake Robinson: The New Tech Specialist @blake
– Measurement can help us improve campaigns- social, digital, cross
channel. There are some great applications out there to help us
execute.
• Margaret Francis: The Marketing Exec @margaretfrancis
– Measurement is a key element of audience understanding and the
genesis of all campaign design and execution. Especially on social
channels.

5. Session Attendee Survey Data

6. Session Attendee Survey Data

7. Session Attendee Survey Data
• >insert survey results< ALISTAIR

8. Relative Importance of Topics
5.20
4.70
4.20
3.70
High
Low
Avg
3.20
2.70
2.20
Challenges of What makes a SM best Calculating the Case studies & Tools overview The future
social data good metric practices value/ROI examples

9. (We got a little carried away)
Organizational Un- Somewhat Very Absolutely
size important important important critical
'2-10 2 2 5
101-500 4 5
11-100 3 4 9
5001+ 1 4 1
501-5000 1 2
Grand Total 3 5 13 22

10. Qualitative Insights
• “There’s no consensus on how to measure ROI
in the industry. Or even on my team.”
• “There’s no one tool that does it all.”
• “I have to go to every single social network to
get metrics.”
• “The metrics are different on every network.”
• “I know it’s important to analyze. I just have
limited time and resources to do it.”

11. Q&A
• What other topics should we hold time at the
end of the session for?

12. ROI on Social Media:
State of the State

13. 13
“Essentially, all models are wrong,
but some are useful.”
George E. P. Box

14. 14
Where are we?

15. Social data is everywhere
15

16. Companies now average an overwhelming
number of corporate-owned accounts

17. ―41% of of more than 1,000
companies and agencies surveyed
had ‗no return of investment figure
for any of the money they had
spent on social channels as of
October 2011.‘‖
eConsultancy, State of Social Report, November 2011
17

18. “There is no single ROI
for social media.”
Richard Binhammer, Dell Inc.

19. 19
Measurement Challenges

20. Barriers to understanding revenue impact
20

21. 21
How Companies Measure

22. Top-Down Approaches
22

23. Bottom-Up Approaches
23

24. No single approach dominates; it‘s a mix
24

25. What determines the mix today?
25

26. Examples
26

27. Revenue is not the primary goal (yet)
27

28. Why not?
 The Honeymoon Period: Measurement
challenges and exuberance have granted a
(temporary) reprieve
 Authentication and identity: Still nascent:
Facebook Connect, OpenID have low adoption:
CRM integration yet to come
 Organization isn’t ready: Silos trap critical
insight and inhibit sharing
 For ROI, only half the picture: No one is looking
at the ―I‖ in ROI--yet
28

29. 29
What’s Next?

30. Emerging Trends
 Holistic View of Top-Down, Bottom-Up
• Ecosystem of tools: no single tool can satisfy every organizational
requirement or bridge the many device gaps
• Qualitative measurement will provide context
 Data triangulation/integration is just beginning
• CRM, BI, Market Research. The customer-of-record and the
product-of-record
 Customer journey becomes even more dynamic
• More devices generating data feeds and streams
• The race to solve for identity
 Organizational integration is beginning—slowly
• It‘s not a linear path
30

31. ―I feel like we‘re all data chemists at
this point, trying to put a bunch of stuff
into our beakers to see if it works.‖
− Ken Burbary
Chief Digital Officer, Campbell Ewald
31

32. Q&A
• Which business goals is most important for
your company? What’s secondary? Tertiary?
– Operational Efficiency
– Marketing Optimization
– Innovation
– Revenue Generation
– Brand Health
– Customer Experience

33. Working with Data: Best
Practices in Analytics

34. Analytics is the measurement
of movement towards your
business goals.
http://www.flickr.com/photos/itsgreg/446061432/

35. Kevin Costner is a lousy entrepreneur.
Don’t sell what you can make.
Make what you can sell.

36. In a startup, the purpose of
analytics is to iterate to a
product/market fit before
the money runs out.

37. Most startups don‘t know what they‘ll
be when they grow up.
Freshbooks Mitel
was invoicing Wikipedia was a
Paypal lawnmower
for a web was to be
first built for company
design firm written by
Palmpilots
experts only
Autodesk
Hotmail Flickr
Twitter made
was a was going to
was a desktop
database be an MMO
podcasting automation
company company

38. Clear, comparable ratios
Tied to your business model
A good metric is Actionable, not vain
Correlated or causal
Leading or Lagging

39. Comparable ratios: think about a
car
• Clear: You know 60MPH is twice as fast as 30MPH
– In a country, speed limits and mileage are well understood
– Kilometers are conveniently decimal; miles map to hours
• Rates: Miles travelled is good; miles per hour is better;
accelerating or decelerating changes your gas pedal
• Business model: You can measure ―MPH divided by speeding
tickets‖ as a metric of ―driving fast without losing my license‖

40. Vanity Actionable
Picks a
direction.
Makes you feel
good, but doesn‘t
change how you‘ll
act.
http://www.flickr.com/photos/lostseouls/807253220/ http://www.flickr.com/photos/aussiegall/6382775153/

41. A metric from the early, foolish days of the Web.
Hits
Count people instead.
Marginally better than hits. Unless you‘re displaying
Page views
ad inventory, count people.
Is this one person visiting a hundred times, or are a
Visits
hundred people visiting once? Fail.
This tells you nothing about what they did, why they
Unique visitors
stuck around, or if they left.
Followers/friends/l Count actions instead. Find out how many followers
ikes will do your bidding.
Time on site, or Poor version of engagement. Lots of time spent on
pages/visit support pages is actually a bad sign.
How many recipients will act on what‘s in them?
Emails collected
Number of Outside app stores, downloads alone don‘t lead to
downloads lifetime value. Measure activations/active accounts.

42. http://www.flickr.com/photos/circasassy/7858155676/
it‘s a
If it won‘t change
how you behave,
bad
metric.

43. 2-sided market model:
AirBnB and photography
• Stage: Revenue
• Model: 2-sided marketplace
• Rental-by-owner marketplace that allows
property owners to list and market their
houses. Offers a variety of related services as
well.

44. AirBnB tests a hypothesis
• The hypothesis: ―Hosts with professional
photography will get more business. And hosts
will sign up for professional photography as a
service.‖
• Built a concierge MVP
• Found that professionally photographed listings
got 2-3x more bookings than the market average.
• In mid-to-late 2011, AirBnB had 20
photographers in the field taking pictures for
hosts.

46. A few words on causality.
http://www.flickr.com/photos/roryfinneren/65729247

47. http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg

48. http://www.imdb.com/media/rm3768753408/tt0073195

49. http://www.flickr.com/photos/kapungo/2287237966

51. http://www.flickr.com/photos/25159787@N07/3766111564

52. http://www.flickr.com/photos/wheressteve/3284532080

53. http://www.flickr.com/photos/wtlphotos/1086968783

55. http://www.flickr.com/photos/stuttermonkey/57096884

56. http://www.flickr.com/photos/germanuncut77/3785152581

57. http://www.flickr.com/photos/fasteddie42/2421039207

58. Correlated Causal
Two variables that An independent
change in similar factor that directly
ways, perhaps impacts a
because they‘re dependent one.
linked to something
else.
Summer
Correlated Drowning
Ice cream
consumption

59. Leading Lagging
Number today that Historical metric that
shows metric shows how youre
tomorrow—makes doing—reports the
the news. news.

60. Q&A
• Do you believe that your personal engagement
with brands via social media causes you to
behave differently as a consumer/ customer?
– Always
– Sometimes
– Occasionally
– Never
– I’m a confirmed Luddite that has opted out of all
social media network participation so this is N/A for
me. I’m just here to watch.

61. Q&A
• Do you believe that consumer/ customer
engagement with your brand(s) via social
media causes new behaviors or is social media
engagement with your brand(s) correlated to
other phenomena?
– Causative
– Correlative
– Both. Depends on the situation
– Neither

62. Social Media Monitoring:
Metrics & Tools

63. Social Network Adoption Feb 2013
1 Billion+ 500 Million+ 800 Million+
400M+ 200M+ 90M+ 25M+
300M+ 150M+ 25M+ 100M+

64. Social Media Monitoring: Collection
of and insight into UGC
• Mentions by network/ media type
• Volume trends over time
• Semantic analysis/ themes
• Sentiment analysis
• Limited geo data
• Limited demo data
• Limited influencer data
• Some traditional media monitoring capabilities
• Slicing & Dicing capabilities

65. Partial List of Social Media
Monitoring Applications

66. Monitoring Metrics as Mirror
METRIC HOW USED
COMPETITIVE BUZZ If we map social media activity / attention to our
activities/ marketshare, are we getting what we
deserve?
THEMATIC ANALYSIS Are the products, brand attributes, features we want
to communicate to consumers how they identify
with us?
BRAND FAVORABILITY/ Do consumers/ customers see us more or less
SENTIMENT favorably over time? Why? What about reporters &
influencers?
VERBATIMS Are consumers saying to each other what we want
them to say? Are there insights we can get from their
comments to each other?
NPS (NET PROMOTER Hand labeling of data to assess whether or not a
SCORE) piece of consumer generated content, or sum of a
consumer’s generated content, represents an
endorsement

67. Visible Technologies
Visible Technologies: Comprehensive enterprise class
monitoring. Comprehensive data & international content

68. Tracx
Tracx: Sample Dashboard

69. Brandwatch
Great language options.
Easy query setup/
refinement

70. Brandwatch
Query writing is an art
form

71. Brandwatch
Query writing is an art
form

72. Brandwatch
View of mentions

73. Brandwatch
Nice dashboard

74. Brandwatch
Modular dashboard
options

75. Brandwatch
Wordle: Can be used with
any data set to make a tag
cloud

76. Brandwatch
Twitter: always with the
volume

77. Recorded Future
Free and paid versions.
So, so pretty. Good
tool for tracking
earned press coverage

78. Topsy
• Complete index of
Twitter 2010-now
• Instant access to
statistics for any
term, hashtag, phr
ase or handle
(activity, reach, infl
uence, geograph, s
entiment, top
tweets, links and
more)
• Used by Mashable
& Twitter for
projects like
Twitter Political
Index and
Mashable SXSW
Trendspotter

79. Topsy: All you can eat
Twitter monitoring for
~$1K/ month

80. Social Media Marketing:
Choosing Social Networks

81. Brands are participants now
Awareness/ Brand X X X X X X X X
Promotions X X X X X X X X
PR/ Influencer Mktg X X X X X X X X
Content Distribution/
Inbound Mktg X X X X X X X X
Community Mgmnt/
X X X X X X X X
Support
Lead Generation X X X X X X X X
Direct Sales X X X X X X X X

82. Awareness/ Brand
Courtesy
Lexus/Moontoast

83. Promotion
Courtesy Nexxus/
Offerpop
Moved 101,000
samples in 48 hours
46% view-to-
conversion rate

84. Content Marketing
PolerStuff has a
YouTube Channel, a
Tumblr blog…

85. Content Marketing
…and an Instagram
feed

86. Content Marketing
B2B example-
ExactTarget
examples of “best
emails”

87. Community Management
British Airways: Clearly
communicates expectations for
this and other corporate social
media accounts, including hours
of service

88. ADVICE: Consider which social networks
you need to participate with, and why
RyanAir: Does not Boots: Does not
have correct logo appear to have
on FB, allows haters logged into Twitter
to post for 2+ years

89. Q&A
• Which social networks does your company…
– Currently monitor
– Currently market/ communicate on
– Plan to expand to over 2013 and beyond

90. Social Media Networks:
Metrics & Tools

91. Marketing Process: Ideal vs. Real
How it should work:
1 2 3 4
Set business Create program Deploy to Measure &
objective or campaign channels, Analyze
including social
Optimize & Improve

92. Marketing Process: Ideal vs. Real
How it actually works :
1 2 3 4
Look at the Let’s run a What a great Call an analyst
adoption numbers campaign on campaign on to justify
for social network XXX! XXX! campaign on
XXX! XXX!
5 6 7 8
What metrics/ How can we Assemble in PPT Do these metrics
KPIS can we get relate them to for presentation provide provable
from XXX or our business to boss connections to our
other sources? goals? goals? Attend seminar

93. Sample Channel Metrics
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales
Engagement Clicks, Conversions, • Website Traffic/ Views
Rate, Click Revenue and • List Growth / Contest
Through Rate derivatives entry
Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales
Retweets, Avg # Retweets, Replies, Inquiries
Favorites, Avg Favorites, Traffic • Support inquiries
Clicks Source Analysis fielded/ CSAT
• Loyalty: Renewal rates,
YouTube Views, Comments, Views, ACV increase, recency,
Subscribers, Avg New Subscribers frequency, purchase size
Comments, Avg Brand preference: NPS,
Share market share, equity,
LinkedIn Followers, Likes, Likes, Comments, awareness
Impressions Shares, Engagements

94. Sample Channel Metrics (cont)
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Pinterest Followers Pins, Repins, # • Direct or Attributed
Pins Repinners, # Boards, Sales
most clicked,Traffic • Website Traffic/ Views
source analysis, • List Growth / Contest
Content distribution entry
Google+ # Circles Shares, Comments • Lead Gen / Sales
# Pluses, Hangout Inquiries
Participants • Support inquiries
fielded/ CSAT
Instagram Followers Favorites, Comments, • Loyalty: Renewal rates,
Likes, Follower ACV increase, recency,
Growth frequency, purchase
Tumblr Followers Comments, Likes, size Brand preference:
Reblogs, Shares NPS, market share,
equity, awareness

95. Typical Channel Dashboard: Chart or Set of
Annotated Graphs Estimating Reach
Social Network Audience Size Trend Audience Notes
Facebook SHOW BIGGEST # Up XXX % or Everyone Buying media
Page1 maybe show little #’s YYY # last ZZZ sure helps
caveat: duplicates
Page2 period
Page3
Twitter SHOW BIGGEST # Digerati That one dude’s
Handle1 maybe show little #’s RT made our
caveat: duplicates
Handle2 week. Invite him
Handle3 to our party again
YouTube SHOW BIGGEST # Down XXX% Unknown One ‘viral video’
Channel1 maybe show little #’s or YYY # over and no metrics
caveat: duplicates
Channel2 last ZZZ will ever look
period good again
LinkedIn SHOW BIGGEST # Buyers & All the real traffic
Page1 maybe show little #’s Recruits is in messages
caveat: duplicates
Group1

96. SimplyMeasured: Great selection of
reports for different channels and use
cases

97. Contrasting Audiences Across
Channels
Social Audience Growth Over Time
Facebook Twitter Google+ YouTube
400
New Fans/Followers/Circlers/Subscribers
350
300
250
200
150
100
50
0
SimplyMeasured: Aggregates audience
numbers for owned accounts on multiple
social networks, trending and giving you data
in spreadsheet form.
Extra Credit: Useful for competitive research

98. Simply Measured
Complete Social Media Snapshot
Report

99. Simply Measured
Note the “export to PPT & Excel”
options

100. Simply Measured
Ranking content by engagement.
Clicks available with the GA
integration

101. Twitter Follow/ Unfollow
• >add Twitter dashboard<
Twitter: Does a nice job with the follow/
unfollow widget, for managing content
relevance/ frequency. Downloadable CSV with
numbers
Caveat: Have to buy ads to get it.

102. Facebook: So many metrics- all completely
proprietary!
Facebook Good: Audience insights
Bad: Tying purchase conversion to FB
• >add Facebook dashboard< happens outside FB
campaign

103. Instagram: Followers & Favorites
• >add instagram dashboard<
Instagram: Primitive but
pretty. Stats now
available on mobile

104. LinkedIn: Followers & Impressions
• >add linkedin dashboard<
LinkedIn Pros: We like the
simplicity of the dashboard
Cons: Download options? Real
activity is in messages that
aren’t tracked

105. ADVICE
• Set up an Excel. List all your supported social
properties in it.
• Decide on frequency of audience
measurement. Grab the basic metrics as
expeditiously as possible.
• Trend.
• Pick a couple of competitors to to track on a
different sheet. They’ll get less love when time
is short

106. Q&A
• Do you have basic audience metrics for the
social media networks you actively engage
on?
– Yes, from native application/ interface
– Yes, from other native application/ interface
– Partial
– No

107. Social & Cross Channel
Campaigns: Metrics & Tools

108. Collect Social Media Campaign- To separate
Help embed Monitoring customized signal from
1 measurement
code across
the campaign
tools that
track 100% of
a brand’s
Boolean search
algorithms
gather relevant
noise, human
analysts
extract spam
plan Earned content from
performance. conversation
Enrich Analysts
measure the Demonstrate Combine with Ingest and
2 types & social effects of data on contextualize
volume of earned efforts Owned and data from
Earned organic on sites and Paid social special tactics
trends in microsites media and programs
conversation tactics, Brand
studies
Analyze
Normalize and Conduct Data Create
Generate
consolidate Analysis across clear, compelli
regular in-flight
3 campaign
updates and
insights
key metrics;
combine with
benchmarks
Paid, Owned, E
arned, and
Brand
ng infographics
reporting, desi
gned to be
where shared
available

109. Overall Campaign
The client’s campaign saw the greatest success with its
TV creative and a well-performing multi-media buy that
targeted like-minded communities to tell the story. Given The Brand 1 aw areness campaign
50%
w as able to achieve 50% of the Spine
the creative messaging (brand) and low overall awareness campaign’s action rate*
levels, the campaign performed strongly.
156,738
new Facebook Likes during the
Brand 1 VS. Brand 2 campaign flight
SED
PN
$2,366,400 (TV) + $3,809,007 (TV) +
TV
$1,354,758 (Digital)
302,261,400
$1,540,823 (Digital)
334,459,500
85%
of social conversation w as definitively
IM RS IO S
P ES N
positive
99%
D IT L
IG A
IM RS IO S
P ES N 140,850,868 246,651,804
increase in average daily new visits to
A E AG CR
VR E T .17 % .53% the Brand 1 page (359,792 total new
visits)
KPIs: SITE VISITS AND IMPRESSIONS
MEDIA PLAN DROVE
VISITS
25K
AWARENESS
AND ACTION
B C D IMPR SSIO
E
9M
NS
A
8M
20K 7M
6M
15K
5M
4M
10K
3M
2M
5K
1M
0 0
8/15 8/22 8/29 9/05 9/12 9/12 9/26 10/3 10/10 10/17
Brand 1 Visits B rand 1 First Microsite Visits Digital Impressions
T eV
im isits
*Action rate defined within SiteCatalyst as “visit path length greater than or equal to 2”

113. Sample Campaign Metrics
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Facebook Fans, Likes , PTAT, Likes, Shares, Entries, • Direct or Attributed Sales
Engagement Clicks, Conversions, • Website Traffic/ Views
Rate, Click Revenue and • List Growth / Contest
Through Rate derivatives entry
Twitter Followers, Avg Impressions, Clicks, • Lead Gen / Sales
Retweets, Avg # Retweets, Replies, Inquiries
Favorites, Avg Favorites, Traffic • Support inquiries
Clicks Source Analysis fielded/ CSAT
• Loyalty: Renewal rates,
YouTube Views, Comments, Views, ACV increase, recency,
Subscribers, Avg New Subscribers frequency, purchase size
Comments, Avg Brand preference: NPS,
Share market share, equity,
LinkedIn Followers, Likes, Likes, Comments, awareness
Impressions Shares, Engagements

114. Sample Campaign Metrics (cont)
Social Channel Campaign Business
Network (Per property or across (Time or Content bounded)
properties)
Pinterest Followers Pins, Repins, # • Direct or Attributed
Pins Repinners, # Boards, Sales
most clicked,Traffic • Website Traffic/ Views
source analysis, • List Growth / Contest
Content distribution entry
Google+ # Circles Shares, Comments • Lead Gen / Sales
# Pluses, Hangout Inquiries
Participants • Support inquiries
fielded/ CSAT
Instagram Followers Favorites, Comments, • Loyalty: Renewal rates,
Likes, Follower ACV increase, recency,
Growth frequency, purchase
Tumblr Followers Comments, Likes, size Brand preference:
Reblogs, Shares NPS, market share,
equity, awareness

115. Marketing Performance: Cross
Channel Campaigns
eBags “Bag an iPad” promotion
Cost: ~$25K in FB ads + software costs
Increased Facebook “likes” by 46K
Increased email subscribers by 28K
Tens of thousands in direct sales from site
visitors referred via the thank you page

116. Little Bird

117. Little Bird

118. Statigram: Stats
about Instagram
accounts

119. Statigram: Stats
about Instagram
accounts

120. Statigram: Stats
about Instagram
accounts

121. Pinterest

122. Pinfluencer
Pinfluencer: Content level
metrics

123. Pinfluencer
Pinfluencer: Board level
metrics

124. Offerpop
Courtesy Offerpop:
LogoTV uses reach, virality, clicks, PTAT, Engaged
Users to build viewership for program lineup

125. Offerpop
Courtesy Offerpop:
Virality is an interesting
twist- trying to make your
content as compelling and
relevant as possible

126. Moontoast
Courtesy Moontoast:
Different Virality metric; nice goal
oriented campaign reporting

127. Fluencr
Courtesy Fluencr:
Look for more companies
that use brand ambassadors/
user accounts to pull “viral”
metrics from

128. Union Metrics
for Tumblr
• Only product built from
Tumblr’s full firehose of data
(100MM events per day)
• Partnering with Tumblr as
Tumblr’s preferred 3rd party
analytics
• Topic tracking that enables
listening and monitoring as
well as individual blog
measurement
• Measure engagement trends Courtesy Offerpop:
over time Virality is an interesting
• Identify influencers, curators twist- trying to make your
and amplifiers
content as compelling and
• Visualize virality with reblog
network trees relevant as possible

129. TweetReach
• Three tools for Twitter
campaign and conversation
analytics:
• Real-time Twitter analytics
built on Gnip’s full-fidelity
Twitter stream
• Historical analysis with
access to complete Twitter
archive back to 2006
• Quick snapshots for simple
reporting
• Track reach, exposure and
volume trends over time
• Identify influencers and
advocates
• Discover top
content, including hashtags
and URLs

130. Bit.ly
Bit.ly (or Awe.sm
and other URL
shorteners) are
critical to tracking
content
performance
regardlesss of
distribution
channel

131. Rt.ly
RealTimeLy:
Good way of
engaging with
the zeitgeist
when items
are shared on
bit.ly

132. Rt.ly
RealTimeLy:
Good way of
seeing the
zeitgeist and
looking for
ways to
capitalize on it

133. Google+: Personal Brands
Google+: For personal brand
building- and SEO!
Let us repeat:
SEO SEO SEO SEO SEO!

134. Google Analytics
Google Analytics: Tried and
true for bound traffic analysis
and goal tracking on your
website

135. On the Importance of Google
Analytics

136. From To
Aggregate Individual
Segment Cohort
Generic Vertical
Daily Realtime
Reports Exceptions
Pages Events
Funnels Influences
Desktop Mobile
What‘s the
800lb gorilla
thinking? http://www.flickr.com/photos/terykats/6102326911/

137. Aggregate to individual

138. Segment to cohort

139. Generic to vertical
SaaS Mobile Publishing

140. Daily to realtime

141. Reports to exceptions

142. Pages to events

143. Funnels to influences

144. Desktop to mobile

145. One big bet
• Before:
– Javascript used to push data from web pages
– Predefined set of metadata (utm_campaign=)
• Now:
– Anything can write to GA
– Any metadata can be written
• GA wants to be BI for the IOT*
*Google Analytics wants to be Business Intelligence for the Internet of Things

146. ADVICE
• Start with the business model, then find the
campaign that comes from it
• Everything is an experiment
• Pick the second biggest problem in the
company
• Before revenue, you’re building a product to
figure out what to build.

147. 8 Rules for Sharing Data

148. The human capacity to plan and
produce desired outcomes.

149. Eight rules for sharing data
@noahi @jsteeleeditor
(with Noah and Julie.)

150. Visualization
matters.
A lot.

151. http://en.wikipedia.org/wiki/Anscombe%27s_quartet

152. Know thy
1. medium.

153. Encourage
2. comparison
http://ilovecharts.tumblr.com/post/33308
788744/from-the-boston-metro-oct-10th-
hannabeth-well

154. Measure
3. thy axes
http://www.businessinsider.com/

155. Trust not
4. defaults

156. Fit format
5. to message
http://windhistory.com

157. Gradients
6. beat colors.
http://eusoils.jrc.ec.europa.eu/esdb_archive/serae/GRIMM/erosion/inra/europe/analysi
s/maps_and_listings/web_erosion/maps_and_listings/altitude_a3.gif
http://mapsof.net/uploads/static-maps/topographic_(altitude)_map_tamil_nadu.png

158. 7. Circles
suck.
http://litmus.com/blog/email-client-market-share-infograph

159. 7b. No, really.
They‘re awful.
http://litmus.com/blog/email-client-market-share-infograph

160. Find a
8. proportional view
http://www.nytimes.com/packages/html/politics/2004_ELECTIONRESULTS_GRAPHIC/

161. Jessica Hagy

162. Calculating ROI: Another view

163. We are not alone
"In which of the following departments are there dedicated people
(can be less than one FTE) executing social?"
Marketing 73.4%
Corporate Communications/PR 65.6%
Customer Support 39.8%
Digital 36.7%
Social Media 35.2%
HR 28.9%
Product development/R&D 16.4%
Advertising 16.4%
At least 13 different
Customer/User experience 14.8%
IT 14.1%
departments are actively
Executive 10.9% involved in social media
Legal 9.4%
Market Research 7.8%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
163

164. If your social program is a silo, you‘re doing it wrong
164

165. Remember this?
165

166. Here‘s the real business value
166

167. Bye marketing funnel, hi customer journey
Consideration
Awareness
Transaction
How can we map and prioritize social
data from the customer’s POV to create
sustainable relationships?
Advocacy
Experience
Loyalty

168. The opportunity for the longer term
 Design customer intelligence from the customer in, not the
enterprise out
 Bring in stakeholders (including executive sponsors) from
across the enterprise
• How you find them: they are the people who are asking
what the data means and what we should do about it
 Take a holistic approach to your data, with tailored
execution by business unit or department
 Don‘t just focus on the sale; the customer certainly doesn’t
 Start incrementally. Test, learn, repeat to build confidence.
Everyone is in the same boat

169. Social Engagement = Improved
Awareness
Cole-Haan Case Study Finding:
Awareness/
Interest is
correlated to
purchase
intent

170. Loyalty: LTV of Social Customers
Cole-Haan Case Study Finding:
We are seeing clear impact
of social engagement on
key marketing metrics at
the individual level
• Customer engagement
(clicks, opens)
• LTV
• RFM
• NPS

171. Marketing Performance: Cross Channel
Engagement Improves Performance in
Other Channels
Cole-Haan Case Study Finding:
This data is only
for Twitter, and
it demonstrates
how meaningful
single social
channel
participation
can be WRT
email
performance.

172. Q&A Topics
• What can we help you with?

173. Thanks & see you next year
Susan Alistair Margaret Blake
Etlinger Croll Francis Robinson
@setlinger @acroll @margaretfrancis @blake