Chris Bray | Corporate Trainer EMEA - Adobe Ben Beard ... · © 2013 Adobe Systems Incorporated....

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit @azhreicb | @ben_beard © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Measuring the immeasurable: Tactics to quantify the impact of social

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Chris Bray | Corporate Trainer EMEA - Adobe

Ben Beard | Solutions Strategist - Adobe


#AdobeSummit @azhreicb | @ben_beard

Chris Bray Corporate Trainer EMEA @Adobe

@azhreicb

Ben Beard Solutions Strategist @Adobe

@ben_beard



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Every social interaction is part of the social

value equation. Measure them!



Agenda

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1 Social data architecture 2

3 Understanding value of social plugins 4 Owned social media measurement 5



Vast quantity of social data Dive deeper to expose true value of social programs



Relationship between interactions & KPIs

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Direct Indirect

Social posts / promoted posts

Open social networks

(tumblr)

Social apps

Social influencers

Social sharing

Social platform engagement &

Competitive analysis

Social buzz: Themes

Social buzz: Sentiment

Social buzz: Platforms



Inject social into current analytics processes

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Instead of starting from scratch with a new data source, add social media to your regular collection, analysis, and reporting.

Ten Steps To Successful Social Intelligence Measurement - Nov 2012



Data architecture where should we put social data?

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Social

Social

Social

Web

Web

Web

Global Global social

Bruno Mars Josh Groban The Black Keys

Corresponding social profiles .COM properties



Social data types

Retweet

There are 3 different types of data that help

quantify the value of social




So

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Earn

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Direct Indirect


Open social networks (tumblr)

Social apps

Social influencers

Social sharing



Social buzz: Themes





Cross data type variables (eVars)

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Referrals / by platform

Real-time measurement

Mentions / sentiment

Conversation monitoring

Likes / engagement

Social report APIs

Social platforms

Social authors

Social demographics Referrals driven by author

Mentions / sentiment

Socially connected users

Conversations by geo-locations

Demographics of follower and fans

Social platforms

Social authors

Social demographics




So

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Earn

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Direct Indirect



Social apps

Social influencers

Social sharing



Social buzz: Themes





Bobin_James

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http://t.co/J6nVmleL

Identifying REAL social influencers

Unique to Bobin allows us to query Twitter API

Bobin_James

shortener



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Twitter influencers

Query the Twitter Search API and search

Setup callback function to handle the JSON Object

Parse the JSON obj find the author, and pass it into a SiteCatalyst Variable



YouTube influencers

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?v=ZhGbDNrnRql

www.youtube.com/watch?v=ZhGbDNinRql



YouTube influencers

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Get the referrer

Split out the video ID from the URL

Make AJAX call to Youtube API

Parse XML for author name

Set eVar with author name



Tumblr influencers

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lovendbeloved.tumblr.com



Tumblr influencers

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Get the referrer

Check if the referrer contains tumblr

Split out the subdomain from the referrer

Return the subdomain as the social author



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Identifying REAL social influencers

The Lorax Top 10 Shared Movies on Facebook in 2012



Social influencer plugins & code samples

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So

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Earn

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Direct Indirect



Social apps

Social influencers

Social sharing



Social buzz: Themes





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What is the value of social sharing buttons?



What is the value of social sharing buttons?

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Big Bird Top 10 Shared Memes on Facebook in 2012



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Social sharing measurement

Facebook social plugins

Subscribe to the FB SDK events: edge.create edge.remove UnLike message.send comment.create comment.remove auth.login auth.logout



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Twitter social plugins

Subscribe to the Twitter SDK events:

retweet



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Google+ social plugins

obj.state

-1



Social sharing plugins & code samples

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So

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Earn

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Ow

ned

Direct Indirect



Social apps

Social influencers

Social sharing



Social buzz: Themes





Owned link measurement

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Append campaign codes to ALL social links

?cid=twt1234 ?cid=fb4567 ?cid=tmbr890



What is the value of social campaigns?

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James Bond, Skyfall Top 10 Shared Movies on Facebook in 2012



Adobe Social automatically appends campaign codes

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?cid=running1234




So

cia

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Earn

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Ow

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Direct Indirect

Social posts / Promoted posts


Social apps

Social influencers

Social sharing



Social buzz: Themes





Brand page measurement

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1. Customize Tumblr

2. Edit HTML

3. Paste analytics page code

and reference to JS



Standard branded channel Clickable image map Custom gadget

YouTube branded channel measurement

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Static image request URL Links should be tracked Measure like any other digital property



Analyze Tumblr & YouTube as an extension of your existing digital properties

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So

cia

l me

dia

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Earn

ed

Ow

ned

Direct Indirect

Social posts / Promoted posts


Social apps

Social influencers

Social sharing



Social buzz: Themes





What can be measured on Facebook fanpages?

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Wall, timeline, photos, likes, comments, shares, etc.

Tag iframed applications like any other property

Not measureable Measureable

App consumption

App page flow

Cross-domain pathing

User demographics



Inflated Facebook referrers

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Check if the referrer is Facebook

Check to see if the iframed window is the same as the parent window.

If they are different, it is an iFrame

on Facebook.

Clear the referrer



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How to measure campaigns pointing to Facebook apps

Referrer = Facebook.com

www.facebook.com/photoshop/?v=APP_ID&app_data=goog_123456

app_datadata to app:



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How to measure campaigns pointing to Facebook apps

Get the signed request that Facebook is passing to the app

app_dataparameter

Set the SiteCatalyst campaign variable in the page template

http://developers.facebook.com/docs/authentication/signed_request/



Application measurement & analysis

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Gangnam Style Top 10 Shared Memes on Facebook in 2012



Adobe Social app builder automatically appends tracking

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Enhance visitor profiles with demographics from Facebook

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P 1

2 Map user demographics to eVars

Find more about the available demographics/permissions here:

https://developers.facebook.com/docs/authentication/



Measure demographics automatically with data connectors*

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*Formerly



Key takeaways

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Dive deeper than the social metrics available at the surface. 1 Measure social sharing plugins and social authors from click to conversion 2

Find ways to automate measurement of Social Apps and Campaign Codes 3



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Every social interaction is part of the social

value equation. Measure them!





Chris Bray Corporate Trainer EMEA @Adobe @azhreicb

Ben Beard Solutions Strategist @Adobe @ben_beard

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