Socialanalyticssmedmarinn11 12-121113042054-phpapp01

transcript

Marco Rinne (marinn@microsoft.com)

Social Analytics

Summary

I. Social Analytics Definitions

II. The Importance of Business Goals

III. A Framework approach

IV. Challenges for Social Analytics

V. Social Analytics from a Marketers Perspective

VI. Microsoft - Examples and Tools

VII. What‘s Next?

definition

”Social analytics measure the impact of social media on business“

(Awareness Inc. – Actionable Social Analytics; April 12)

“Social analytics is monitoring, analyzing, measuring and interpretingdigital interactions and relationships of people, topics, ideas and content.Interactions occur in workplace and external-facing communities. Socialanalytics include sentiment analysis, natural-language processing and socialnetworking analysis (influencer identification, profiling and scoring), andadvanced techniques such as text analysis, predictive modeling andrecommendations, and automated identification and classification ofsubject/topic, people or content.”

(Gartner IT Glossary)

Social analytics measure the impact of social media metrics on business metrics

mapping engagement to business objectives

business metrics

social analytics

social media metrics

(engagement metrics)

business goal

social media

data layer

interpretation layer

metrics/KPI layer

#brand mentions

#brand mentions#brand+competitor

mentions

share of voice

brand awareness

framework approach

strategy metrics

organizationpeople

resources

technology

toolstarget audience

listeningmonitoring

sentiment

objectives

targets

business goals

measurement

framework approach

businessgoals

measurement tactics tools

• brand awareness

• support cost reduction

• awareness• engageme

nt• influence

• twitter• blog

• platform

Gillin, Schwartzman „social marketing to the business customer“ 2011

framework approach

people objectives strategy technolo

• audience analysis(social technographics profile)

• listening• talking• supporting• …

• tactics• metrics

• platform• tools

Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011

framework approach (combined; extended)

business goals

objectives strategy measurement technologyorganization

• translate business goals into social media objectives (SMART)

• identify relevant metrics, KPIs

• define success (targets)

• analyse

target audience (channels)

• identify tactics

• check necessary resources

• is your organization ready for social (EP2.0)

• identify

suitable tools based on strategy and metrics (that scale)

optimize

challenges for social analytics

business

metrics

social analytics

social media metrics

(engagement metrics)

business goal

social media

PRmarketingHRCSS…

There is no singleROI

for social media

too much data too little data

the data problemtoo much data (ex. Facebook insights; excerpt only)

source:https://developers.facebook.com/docs/reference/fql/insights

the data problemtoo little data

Alexis C. Madrigal, The Atlantic - Dark Social: We Have the Whole History of the Web Wrong (Oct 12)

theatlantic.com – referrer analysis

private social profiles

media/community cooperations

the data probleminconsistant data and

automation limitations

the ROI problem

Division Objective KPI/metric

marketing increase brand awareness SoV

sales increase device sales #sales from social channels

css increase customer satisfaction

SAT-metrics; #support issues

social analytics – marketing perspective

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social Networks

Display Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs

Exposure/Awarenes

Engagement

Action/Conversio

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

soft metrics• engaged users• downloads• shop referrals• video views• …

soft metrics• external

referrers• shares• brand/product

recommend.• …

awareness (Facebook)

100000

120000

140000

3165 614911825

102437

126964

New Fans Lost Fans Fans (total)German FB Brands (avg.) Trend polynominal (R² = 0,96)

engagement (Facebook)

storytellers – fan adds (unique)

page posts impressions (unique) · 100

Exposure/Awarenes

Engagement

Action/Conversio

(Advocacy)

soft metrics• reach• # fans• friends of fans• impressions• referrals from

brand/productwebsite

financial metric• cost per fan

soft metrics• storyteller• # likes• # comments• # shares• video views• picture views• …

financial metric• cp engmnt

soft metrics• engaged users• downloads• shop referrals• video views• …

financial metric• cost per action

soft metrics• external

referrers• shares• brand/product

recommend.• …

financial metric• cost per referral

total invest in SoMe platform# new fans in campaign timeframe

Engagement

Exposure

Action

(Advocacy)

cost per fan =

total invest in SoMe platform# comments + # likes in c. timeframe

cost per engagement =

total invest in SoMe platformi.e. # downloads in campaign timeframe

cost per action =

total invest in SoMe platform# referrals in campaign timeframe

cost per referral =

Windows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1Campaign (Digital) Bridge Holiday Holiday BTS

Media Status

Budget totalBudget spentTraffic Drivers Off-Net (paid)Display (Banner-Placement)Budget spent

Ad impressions

Clicks (Initial responses)Initial responses rate (CTR%)

CPC €Primary Conversions (global&local)Primary CR%CPA €SEM (Holiday ab KW 47)Budget spentClicksCPC €Primary Conversions (global&local)Primary CR%CPA €Total (Display+SEM)CPC €CPA €

cost per ad impression

cost per click

cost per click (SEA)

cost per action (SEA)

financial metrics (avg.)Windows campaigns (digital) Q1-3

cost per action

(paid) media

cost per ad impression

cost per click

cost per action

social media

cost per (message) impression

cost per action

ownedmedia

cost per page

impression

cost per visit

cost per click / action

compare fair

long term vs.

short term

Fans participate

intentionally esp. in earned

channels

social analytics – examples and tools

Oct25th-Oct27th

what‘s next? – paid + owned + earned = <3

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social Networks

Display Advertising

Search EngineMarketing

Microsoft Partner

Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs

„integrated“ digital campaign timeframe

earned

invest

what‘s next? – paid + owned + earned = <3

what‘s next? – integrated („big“) data models

PAIDdisplay sea

listening social channels

display apps

MOBILE

analytics crm

SOCIAL

what‘s next? – more courage

brands

create

have purpos

leverage

thank you - Q&A