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UW Marketing AnalyticsNovember 2015
CONFIDENTIAL
@JeffGibb
Head of Business Development
University of Oregon Alumni
3 © 2014 Simply Measured, Inc
THIS WAS MY MKTG 420 TEXTBOOK
• The year - 2009• An “advanced” marketing class• A project with Integrated Campaigns
No mention of:Basic web developmentGoogle AnalyticsDigital marketing of any kind
4 © 2014 Simply Measured, Inc
Today’s Topic
We’ll dive deep on Social Analytics
How does this class use social media?
6 © 2014 Simply Measured, Inc
Simply Measured – The Basics
7 © 2014 Simply Measured, Inc
Simply Measured By The Numbers
• One of the 500 fastest-growing companies
• We process over 300,000 tweets per hour
• We make 2,000,000 calls to the Facebook API every day
• Named one of Seattle’s “Best Places to Work” two years in a row
8 © 2014 Simply Measured, Inc
The Leader in Social Analytics
“The new G2 report named Simply Measured as the tool with the highest overall satisfaction, based on submitted user reviews, and it was the only one placing in the Leader category.”
9 © 2014 Simply Measured, Inc
The Leader in Social Analytics
Trusted by 1000 Customers, Including 50 of the Interbrand Top 100 Global Brands.
10 © 2014 Simply Measured, Inc
Simply Measured Connect
© 2014 Simply Measured, Inc
Two Distinct Tools for Social Marketers
Social Media Management SystemsSocial Publishing ToolsSocial Ad Buying Tools
Activ
ities
& N
eeds
Solu
tions
SOCIAL ANALYTICS
MEASURE
SOCIAL PUBLISHING
RESEARCH
EXECUTE
RESEARCH: Analyze competitors, conversations and audiences to inform your social strategy.
MEASURE: Track the performance of your social activities to understand their impact.
EXECUTE: Publish your social activities across the social networks.
12 © 2014 Simply Measured, Inc
Complete View of Your Brand & Market
Full Planning & Measurement, Cross-Channel, Organic & Paid
Best of Breed Data Enrichments
Complete Solution, At Your Fingertips
Demo
How is Simply Measured Different Than Google Analytics?
#1 - We Ingest Data Directly from Social Networks
16 © 2015 Simply Measured, Inc
What do you see when you look at this tweet?
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This is What Simply Measured Sees
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#hashtag
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@mention
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Media
21 © 2015 Simply Measured, Inc
Engagement
22 © 2015 Simply Measured, Inc
Location
23 © 2015 Simply Measured, Inc
This happens in 1 second
< 1 second
24 © 2015 Simply Measured, Inc
Finished Product
#2 - Attribution & Dark Social
26 © 2014 Simply Measured, Inc
2 Recent Acquisitions
27 © 2015 Simply Measured, Inc
What is “Dark Social”?
Technical Definition: Website traffic that originates from a shared link, but does not pass a referrer and thus appears as ‘direct traffic’ in web analytics (Referrer = the page URL containing the link to the site that we clicked i.e. www. facebook.com/simplymeasured)
SM’s “Tell me like I’m five” Definition:Social shares and traffic that can’t be measured by traditional website or social analytics.
SM’s “Tell me like I’m a Teenager” Definition:All that other social stuff in our giant direct traffic bucket.
28 © 2015 Simply Measured, Inc
Dark Social is very, very real
70% of Social Sharing is Dark
50% of Social Traffic is Dark
29 © 2015 Simply Measured, Inc
How Does it Happen?
Social Mobile Apps: In many cases, Facebook, Twitter, Pinterest and mobile apps for other social networks do NOT pass a referrer – FB has 655 million mobile-only users
Messaging Apps: WhatsApp, Kik, FB Messenger and other mobile messaging apps do NOT pass a referrer – WhatsApp has 900M users
Email: Major email providers like Gmail, Yahoo, and Outlook do NOT pass a referrer – Gmail has 900M users
SMS: Text messaging does not pass a referrer – 300M+ mobile subscribers in the US
30 © 2015 Simply Measured, Inc
Other “Direct” Traffic
Secure browsing: If you are browsing a site using HTTPS site encryption and click on a link that is not encrypted (HTTP), no referrer is passed
Paid and Organic Search: In some browser/device configurations, google won’t pass a referrer when a user clicks a link from an organic or paid search (“not provided”)
Mobile apps: Links in mobile apps almost never pass a referrer
Documents: Links in documents like PDF, word docs, etc. also do not pass a referrer
31 © 2015 Simply Measured, Inc
Challenge:
The customer was experiencing a typical problem in social marketing. They were convinced that a significant percentage of purchases they were driving through social media marketing were unaccounted for. With existing analytics solutions they were unable to prove their effectiveness and as a result, appeared to be underperforming. With significant investment made in the social team, they needed to prove their efficacy.
Inside Social Fills Attribution & Audience Blind Spots
32 © 2015 Simply Measured, Inc
Solution:
The customer adds a javascript tag to their website to track activity. This places a # with unique tracking for each page, allowing Inside Social to measure things like copy/paste in apps.
Inside Social Fills Attribution & Audience Blind Spots
© 2015 Simply Measured, Inc
Inside Social Fills Attribution & Audience Blind Spots
Results: • Discovered that 78% of purchases were
unattributed, when in fact they were driven by earned social sharing (which had previously been untracked).
• Enabled the addition of hundreds of influencers that were previously unknown into existing social and content marketing plans.
• Identified the right content to drive purchases and the utilized this to improve future social marketing campaigns.
78%
22%
Attributed by Inside Social
Previously Attributed
78% of social purchases were unattributed for leading beauty retailer
My advice to you:
Immerse yourself in marketing and technology
35 © 2015 Simply Measured, Inc
The Marketing World Continues to Rise
What’s next?
Run a Free Report! http://simplymeasured.com/free-social-media-tools/
Download our 2016 Social Planning Guide http://get.simplymeasured.com/2016-social-planning.html#i.1g2vlea6ryfpxz
Looking for a career in social? We have 17 open positions!
Reach out to me directly: [email protected]