Social Media Measurement Essentials To Get Out of Data Hell (SIC 2014)
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Have you found yourself in data hell when it comes to social media measurement & analytics? This presentation provides a practical framework to help organize the world of social data, define the metrics and analysis that matter, and align your team objectives. Presentation for Seattle Interactive Conference 2014 #SIC2014.
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Social Media Measurement Essentials To Get Out of Data Hell (SIC 2014)
- 1. GET OUT OF DATA HELL: Social Media Measurement Essentials #SIC2014 #MakeSense Adam Schoenfeld CEO, Simply Measured @schoeny
- 2. © 2014 Simply Measured, Inc Welcome to Seattle 2
- 3. © 2014 Simply Measured, Inc Twitter Predictions for SIC Attendees People Tweeting #SIC2014: Top States 3 75% 8% 5% 3% 2% 1% 1% 1% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Washington California Oregon Massachusetts New York Texas DC Maryland Virginia Florida Ohio Louisiana Maine Missouri
- 4. I’m not going to talk about setting objectives… © 2014 Simply Measured, Inc 4 Innovation Collaborating with customers to drive future products and services Customer Experience Improving your relationship with customers, and their experience with your brand Operational Efficiency Where and how your company reduces expenses Brand Health A measure of attitudes, conversation and behavior toward your brand Marketing Optimization Improving the effectiveness of marketing programs Revenue Generation Where and how your company generates revenue BUSINESS GOAL Source: Altimeter Group
- 5. Even with great objectives we can end-up in data hell © 2014 Simply Measured, Inc 5 Set Objectives Something happens Track all the data!
- 6. The starting point is often “track everything” This happens even when we have great objectives © 2014 Simply Measured, Inc - 100s of profiles - 100s of keywords - 1000s of users - 12s of brands and products - All the channels. 6
- 7. © 2014 Simply Measured, Inc Two concepts to help - 5 Dimensions of Social Analytics - Collect Understand Share 7
- 8. © 2014 Simply Measured, Inc 5 Dimensions of Social Analytics Performance Measurement Measure your brand activities 8 Market Analysis Analyze the social landscape Social Marketing Social Care Audiences Conversations Competitors
- 9. © 2014 Simply Measured, Inc Getting to Practical Data 9
- 10. Why Are We In Data Hell?
- 11. © 2014 Simply Measured, Inc Social Marketers love sizzle 11
- 12. © 2014 Simply Measured, Inc 72% of the people in this room are on Ello #SIC2014
- 13. © 2014 Simply Measured, Inc When it comes to data… 13
- 14. © 2014 Simply Measured, Inc We want all the data! 14
- 15. © 2014 Simply Measured, Inc Are we worried about this? 15
- 16. © 2014 Simply Measured, Inc This has landed us in data hell 16
- 17. Measurement remains a top challenge in social media © 2014 Simply Measured, Inc
- 18. Measurement remains a top challenge in social media © 2014 Simply Measured, Inc 18 Measuring the performance of paid social media ads Comparing paid social to other channels Source: Forrester
- 19. © 2014 Simply Measured, Inc Multiple dimensions to this problem Most difficult parts of measurement and reporting ranked on a scale of 1-5 Source: Simply Measured Survey
- 20. © 2014 Simply Measured, Inc Pain exists across the board 20
- 21. It’s a marketer problem… not just for data scientists From data-free marketing… To data-driven marketing… © 2014 Simply Measured, Inc 21
- 22. Data scientists & computers love bigger data © 2014 Simply Measured, Inc 22
- 23. © 2014 Simply Measured, Inc Marketers need practical data 23
- 24. © 2014 Simply Measured, Inc How do get practical data in social media? 24
- 25. © 2014 Simply Measured, Inc Organize your world of social data Performance Measurement Measuring your brand activities 25 Market Analysis Analyzing the social landscape Social Marketing Social Care Audiences Conversations Competitors
- 26. © 2014 Simply Measured, Inc Getting to practical data 26
- 28. RESULTS © 2014 Simply Measured, Inc Collect is often what gets us in data hell 28 DATA Dealing With Data Overload INSIGHTS Insights & Results
- 29. © 2014 Simply Measured, Inc >50% of time spent on weekly reports is aggregating metrics from each network Source: Simply Measured
- 30. © 2014 Simply Measured, Inc Unique characteristics of social Two way Not controlled Multidimensional Public data Inconsistent data 30
- 31. © 2014 Simply Measured, Inc Web Analytics vs Social Analytics Single point of access highly configurable 31 Web Analytics Social Analytics Single, controlled data source Data comes from multiple disparate silos Access is inconsistent from multiple tools & formats Automated analytics Time spent on insights Incomplete or useless insights Time wasted in data hell
- 32. © 2014 Simply Measured, Inc Data janitor is not your job title 32 =
- 33. © 2014 Simply Measured, Inc Tie it to the 5 Dimensions 33 Social Marketing • Channels • Brand Profiles • Campaigns Social Response • Social Care Profiles Audiences • Owned Audiences • Target Audiences Competitors • Channels • Brand Profiles • Campaigns Conversations • Brands • Topics
- 35. Metrics © 2014 Simply Measured, Inc Metrics + Analysis = Answers 35 What Next? Why? Was it good? What Happened? Analysis
- 36. © 2014 Simply Measured, Inc Tie it to the 5 Dimensions… 36 Social Marketing • Engagement • Reach • Business Impact (Brand/Revenue) Social Response • Response Rate & Time • Business Impact (Cost/CSAT) Audiences • Demographics/Behaviors • Influence • Engagement Competitors • Engagement/SOE • Volume & Reach/SOV • Trends/Topics Conversations • Sentiment • Influence • Trends/Topics • Demographics/Behaviors • Business Impact (Brand/CSAT)
- 37. Activity Metrics Business Impact © 2014 Simply Measured, Inc Defining Your Key Metrics 37 Engagement Rate Audience Reach Impressions Share of Voice Response Rate & Time Revenue Leads Brand Awareness Customer Satisfaction Cost Savings
- 38. © 2014 Simply Measured, Inc Intermission: Social ROI 38
- 39. © 2014 Simply Measured, Inc Intermission: Social ROI 39
- 41. © 2014 Simply Measured, Inc Don’t forget about sharing… 41
- 42. © 2014 Simply Measured, Inc Three questions to consider • Stakeholders • Cadence • Format/Deliverable 42
- 43. © 2014 Simply Measured, Inc Social Marketing Daily Weekly Monthly Social Team Demand Gen Team Exec Team Scorecard Presentation Social Response Monthly Quarterly Support Team Social Team Scorecard Dashboard Audiences Quarterly Annual Consumer Insights Team Media buyers Social Strategy Presentation Competitors Monthly Quarterly Annual Sales Team Consumer Insights Team Dashboard Scorecard Conversations Weekly Monthly Annual Marketing Team PR Team Support Team Exec Team Dashboard Presentation Map to the 5 Dimensions
- 44. Recap
- 45. If you are stuck here with social analytics… © 2014 Simply Measured, Inc 45
- 46. © 2014 Simply Measured, Inc Get clear here… Performance Measurement Measuring your brand activities 46 Market Analysis Analyzing the social landscape Social Marketing Social Care Audiences Conversations Competitors
- 47. © 2014 Simply Measured, Inc …and get practical data here 47
- 48. Framework summary Collect Understand Share © 2014 Simply Measured, Inc Social Marketing Profiles: Brand, Stores (300) Channels: Facebook, Twitter, Instagram Campaigns: #BBBlackFriday, #HolidayOffer, etc. Metrics: Reach, Engagement, Revenue. Analysis: Campaign Comparison, Cross Channel. Cadence: Monthly Scorecard, Quarterly ROI Report. Audience: Social Team, Exec Team. Social Response Profiles: Best Buy Support Channels: Twitter Metrics: Response rate, Time. Analysis: Case Topics, Trends. Cadence: Weekly Scorecard Audience: Social Team, Support Team Audiences Owned: BestBuy Followers Target: Gamers, Amazon.com Followers Metrics: Growth Rate, Value. Analysis: Demographics, Influence Cadence: Monthly audience acquisition analysis Audience: Social Strategy Competitors Profiles: Walmart, Target, Amazon Channels: Facebook, Twitter, Instagram, Pinterest Metrics: Share of Voice, Engagement. Analysis: Benchmarking, Content Tactics Cadence: Monthly Competitive Benchmark, Quarterly Competitive Content Analysis Audience: Social Strategy, Social Team Conversations Best Buy Brand Game Systems Game Titles Metrics: Volume, Reach. Analysis: Sentiment, Topics Cadence: Quarterly Audit Audience: Social Strategy Team
Editor's Notes
- “determine your goal and then think deeply about how you will measure whether you’re achieving that goal.”
- If you have great objectives, but aren’t coming up with some way to frame all the data you, then you can still get into data hell. I see marketers with great and clear business objectives, but then come in wanting to just capture all the data in the world without having a way to organize it and align to objectives.
- Clarify your strategy around these things. 1. 5 dimension of social analytics to frame your strategy. 2. Creating some structure around - collect understand share to get practical data.
- 5 dimensions can frame the data, metrics, and analysis that matter. And the actions you want to take.
- What data do I need to access? What metrics and analysis truly matter? How will I share insights with my team? This should all be in service of driving actions… strategy or tactics that feed our objectives.
- Instead of a framework to make it practical, we wanted it all… bigger, wider, all the data. Data hell = time suck, inconsistency, lack of insights, lack of utility lack of access to what matters, data overload, insights underload
- Standardization Access Calculating the right metrics Knowing what to measure Presenting data Time to do all this
- What data do I need to access? What metrics and analysis truly matter? How will I share insights with my team? This should all be in service of driving actions… strategy or tactics that feed our objectives.
- Data falls on the floor. Think about it differently than an IT big data. All the data needle in the haystack. We need the right data Understand -> DO.
- Clearly mapping to the 5 dimensions… will help avoid boiling the ocean. Have a handle on all the things you need and where they fit into the world. Then we can look at this and make sure it’s all tied to objectives.
- Story Telling Audience Cadence Formats Access Buzzwords Show your work Educate Translate Drive Action Sometimes you might just share with yourself. Marketing team of 1.
- What data do I need to access? What metrics and analysis truly matter? How will I share insights with my team? This should all be in service of driving actions… strategy or tactics that feed our objectives.
- Example mapped to both frameworks.