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Deriving Business Implications from Social Analytics
NATANYA ANDERSONWHOLE FOODS
@NATANYAP
JASON NICKEL BROOKS BROTHERS@NICKEL_N_DIMED
AILEEN DREIBELBIS
ARAMARK@ADREIBS
SARA BABIARZ GANNETT
@SARABABS
signal from noise
#ownthe(data)dragon
Using Data to Drive Outcomes
9M: # of website visits in a year
306: # of schools
108K: # of posts per year
167K: # of student survey responders
163K: # new engaged users per year
DATA BY AUDIENCE
Community Managers
• Provide immediate action items
• Focus on business outcomes
• Don’t overwhelm with data
Content Creators
• Improve content performance
• Teach social writing
• Path to purchase
Executives
• Secure support• Demonstrate
success• Identify
opportunities for growth/ gaps in resources
• Equip with talking points
Strategists
• Data-driven decisions
• Areas of focus• Resource
needs
EMPOWER COMMUNITY MANAGERS
INSIGHTS & OUTCOMES
Community Managers
Insight: Fans spend 39% more
than non-fans
Outcome: Built real-time scorecard
to promote fan growth &
engagement goals
Content Creators
Insight
Outcome
Executives
Insight
Outcome
Strategists
Insight
Outcome
INFLUENCE CONTENT CREATORS
INSIGHTS & OUTCOMES
Community Managers
Insight: Fans spend 39% more
than non-fans
Outcome: Built real-time scorecard
to promote fan growth &
engagement goals
Content Creators
Insight: Links drive 198% more engagement
Outcome: Increased use of
links by 47%
Executives
Insight
Outcome
Strategists
Insight
Outcome
50K site visits from social
200% ROI on Ads
Fans spend 39% more
INFORM EXECUTIVES
Web Traffic
Facebook Ads
Market Research
Pave the Path to
Purchase
INSIGHTS & OUTCOMES
Community Managers
Insight: Fans spend 39% more
than non-fans
Outcome: Built real-time scorecard
to promote fan growth &
engagement goals
Content Creators
Insight: Links drive 198% more engagement
Outcome: Increase use of links by 47%
Executives
Insight: Increased product sales by 8% during ad campaign
Outcome: Double ad budget for 2013-
2014
Strategists
Insight
Outcome
GUIDE STRATEGISTS
INSIGHTS & OUTCOMES
Community Managers
Insight: Fans spend 39% more
than non-fans
Outcome: Built real-time scorecard
to promote fan growth &
engagement goals
Content Creators
Insight: Links drive 198% more engagement
Outcome: Increase use of links by 47%
Executives
Insight: Increased product sales by 8% during ad campaign
Outcome: Double budget for 2013-
2014
Strategists
Insight: Regional performance
inhibited by small schools
Outcome: Established
benchmarks based on segment & support level
RISKS
• Over-reaching for correlations– Facebook will NOT automatically grow revenue by 39%
• Looking for trends too soon– Long-term insights take time– Consider different ways to “slice and dice”
• Using too many data sources– Streamline # of data sources to “answer” each question– Don’t overwhelm
gannett digital/usatoday.com
Deriving Business Implications from Social Analytics
REPORTING SOCIAL ANALYTICS + KEY METRICS
Key Metrics•Fans/Followers •Facebook/Twitter Engagement•Facebook/Twitter Engagement %•Content Shares •Facebook Comments•Top Facebook/Twitter Content•Referrals from Facebook/Twitter
*The above data is not actual
USA TODAY + FACEBOOK• Using Facebook Insights, USA TODAY identifies high-performing posts on our page, chooses the best ones and promotes them to a larger
audiences. Promoted content reaches far more people than organic-only content, driving additional traffic to our site. Since we started promoting posts on FB, traffic to USATODAY.com from Facebook has increased 53% YoY.
• Most often, these are photo posts, a breaking news status, and sports related content. Some of our most popular posts in the past have included, Elections content, Boston Marathon related content, and Olympics content.
USA TODAY + TWITTER• Using Omniture, we are able to identify the type of content that drives users to USATODAY.com from Twitter. This helps us in
identifying the type of content our Twitter audience is most interested in. Most often, this content is related to sports and pop culture.
• Most popular stories driving content to USATODAY.com from Twitter over the past year:
- J.K. Rowling Announces New Harry Potter Book (pop culture)- USA TODAY Coaches Poll (sports)- MLB prepared to ban A-Rob for Life (sports)- Exclusive: The Manning brothers made a rap video and it is epic (sports)
• While USA TODAY has participated in some paid advertising efforts on Twitter, the success we see (in terms of paid advertising) on Facebook is much larger. As a result we concentrate our time and money on Facebook.
USA TODAY SITE ENGAGEMENT• Post site relaunch, USATODAY.com’s social share buttons were not prominently displayed. Through tracking social data related to
content shares, we were able to identify that these buttons needed to be more visible to the user in order for an article to be shared to Facebook, Twitter, Linkedin, G+, ect.
• As a result of moving the share buttons, content shares to social networks have increased more than 245% YoY.
USA TODAY DEMOGRAPHICS, REFERRALS, INSTAGRAM
#idontunderstandHow we talk about
Social at Brooks Brothers
CHALLENGES
Consistency
&
Comprehension
CONSISTENCY
Metrics change
Each space is unique
Availability
COMPREHENSION
The Asterisk Effect*
INSIGHTS NOT NUMBERS
Campaign level sentiment• Move past S.I.T.• Allows aggregation
Find the golden nuggets
TWO SIDESThe Business
• Direct Response• Engagement• Takeaways - reordering grids, increasing buy
The Creative Crowd • Sentiment • Engagement• Takeaways – content slices for product pages
TAKE 45
• Foster internal advocacy• 45 minute lunch sessions• Break down barriers
• Best ideas aren’t always yours
