Gary will describe the 3C’s of effective dashboarding: culling the data effectively, classifying it in interesting fashion, and building the right context to make the data useful. You’ll see real-world examples of how the data can be organized to communicate key information and learn what to expect and demand from your social media team.

1. What You Should Demand from
Social Dashboards
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2. Gary Angel, President of Semphonic
Co-Founder and President of Semphonic, the leading
independent web analytics consultancy in the United States.
Semphonic provides full-service web analytics consulting and
advanced online measurement to digital media, financial
services, health&pharma, B2B, technology, and the public
sector. Gary blogs at http://semphonic.blogs.com/semangel
Introductions
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3. Overview
Background
What to Demand
How to Get It
Take Aways
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4. Background
Tools Drive the Data
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5. Social Listening Tools
Social Listening Tools help you track the basic “who, what, where” of online
conversation:
What’s being
said
Who is saying
it
Where it’s
being said
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6. Social Listening Tools
The basic data these programs primarily deliver (and process) unformatted
text – appropriately named a “river of news”:
However Social
Media data is
generated
Social Media Tools
assume that someone –
some human – is reading
and reacting
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7. Repurposing Tools for Measurement
Measurement and Monitoring are fundamentally different functions, But with
creativity and tool development a new paradigm of Social Media reporting is
here:
Monitoring Measurement
Trending
Counts by Topic
Identification of
Influencers
Trending
sentiment
Text of All Posts
Addresses of
Writers
Manual Flagging
of Sentiment
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8. What to Demand
Don’t Settle for Basic Mentions
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9. To Create a context around social media data, it is useful to relate the
classifications and metrics to meaningful business issues/initiatives:
•Awareness Trend
•Market Trend
•Key Relationships
Brand Awareness
•Closest Competitors
•Competitive Variation
•Trends
Competitive Advantage
•Campaign Share
•Campaign Impact
• Engagement
Marketing Impact
•Topic Trends
•Product/Service issues
•Issues & Alerts
Trust & Satisfaction
Categories of Measurement
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10. Measuring Off-site behaviors adds a new dimension to the engagement
funnel and provides a deeper understanding of opportunity:
This dashboard measured
four funnel stages:
Opportunity, Site Interest,
Engagement and Conversion
We used 3 different systems
to capture Share of Voice
(mentions), Share of Search
(branded) and Share of Site
(visits)
Brand Awareness: Upstream Funnel
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11. One huge plus to social reporting is that it allows for direct comparison
with competitors:
Share of Brand
Mentions
Topic Mentions
Distribution
Brand
Characteristics
Measure Competition as Context
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12. Competitive Analysis solutions allow you to track the upstream and
downstream movements between sites and map this to mindshare wins:
Panel Research is another Social Tool
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13. Integration of Social into a broader view that shows site success,
opportunity, and share of voice by audience:
Marketing Impact: Integration is Key
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14. You can use topic specificity to understand the degree to which key
influencer’s really matter to specific interest areas:
Marketing Impact: Targeting Influencers
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15. Tracking shifts in Publications and by Influencer provide a means of
targeting PR and personal marketing efforts as well as a whole new way to
measure the success of PR and brand focused efforts:
Marketing Impact: Measuring PR
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16. Your site is still the ultimate hub for online – tracking performance by
channel, customer and visit type closes the loop on social performance.
Marketing Impact: Site Effectiveness
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17. How to Get It
Focus on the 3 “C”s
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18. The Three Cs
Social Media Reporting with the current generation of Social Media
Monitoring tools present several challenges:
• Capturing the correct population of posts
• Exporting data usefullyCulling
• Trending posts in meaningful categories -
topics, competitors, post sources, regions, etc.
• Automated sentiment analysis
Classifying
• How do we frame the value of Social Media?
• Which Social Media metrics provide actionable
information for your brand and company?
Context
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19. How do you find what you need in the “River of News”?
Culling: The Essential First Step
First Cut: 2,902,044
Second Cut: 96,782
Third Cut: 8,613
Final: 6,795
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20. Advance Logic is essential for effective culling.
Real-time data pulls are essential for productive culling.
Ongoing governance is essential – profiles change all the time.
Your PR-based profile is almost certainly useless for measurement.
Some systems will require you to have multiple profiles/accounts for
effective culling and reporting.
Culling: Key Points
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21. As with Web analytics data, the classifications available to us with social
media data are primarily behavioral:
• Topic
• Sentiment
• Source
• Influencer
• Impact
Classification must often happen at the Profile Level to get the reporting
you need.
Dimensions of Classification
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22. Classification is Essential
Every single one of these reports requires significant classification of the
data to produce RELEVANT metrics:
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23. Few are rated:
Case Study:
Less than 8% of posts
are rated and only
3.5% give a negative
sentiment rating for
“Michelle Obama”
during the highly
critical online
conversation
discussing her trip to
Spain on 8/4/10
Sentiment Analysis
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24. Many are wrong:
Positive Rated Post
Sentiment Analysis
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25. Almost every real metric in Social Media requires classification to be
interesting.
Classification by Product, Topic, Brand, Influencer, Competition and
Sentiment are all common.
Classification must frequently be done in the data setup not in the back-
end reporting.
Like culling, Classification is rarely static and will require ongoing
governance.
Manual Sentiment analysis is preferable for reporting.
Classification: Key Points
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26. Putting metrics in a specific business context makes a tremendous
difference to understanding and actionability:
Context: It’s What you Do with the Data
• Which products get the most feature
mentions
• How do we compare to Competitors in %
of customer support mentions
Mentions
• Have we shifted Influencer topics with PR
• Have we shifted Influencer mentions with
PR
Influencers
• Are winning more than we are losing to
competitors
Upstream/Downstream
Sites
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27. Straightforward reports of Mentions and Mention Trends are one of the
least interesting aspects of Social Data.
Social data is great for showing upstream opportunity by topic.
Social data is particularly effective at illustrating competitive differences
and opportunities.
Social data is a unique method for tracking the effectiveness of PR
campaigns.
Tying social data to site data provides context around the success of each.
Sentiment is extremely interesting but very dangerous and often
inaccurate.
Context: Key Points
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28. Social Media Dashboarding begins with the 3 C’s:
 Culling: Getting the Right Data from the River
 Classification: Organizing the data by Topic, Influencer, Sentiment,
Source, and Impact
 Context: Linking the social metrics within each classification to real
business issues
Conclusion
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29. For more information…..
 Gary Angel:
 gangel@semphonic.com
 Blog: http://semphonic.blogs.com/semangel/
 @garyangel
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