Social media analytics_itu_20120416

Page 1 | © 2012 MINDJUMPERS. All rights reserved. April 2012

This presenta,on where given at a guest lecture at the IT-‐University of Copenhagen For more on ITU go to ITU.dk

Social Media Analy3cs

Page 2 | © 2012 MINDJUMPERS. All rights reserved.

Social Media Analy3cs Objec3ve of the lecture

To share how Mindjumpers work with social analy,cs with our clients


Two business units under the Social Media Group


Mindjumpers – Social Media Agency

•  The agency operates in Northern Europe with a main presence in the Nordic •  Have in just 3 years become a leading full service social media agency in the Nordics •  Profitable and based on organic growth •  Key offering is to help companies and brands organize, manage and engage in social

media


We enable companies to strategic develop and execute interna3onal social media ini3a3ves in a structured, quality assured and cost effec3ve way

across markets with focus on crea3ng effect and value


Securing offering through proven and structured process

Organize •  Secure quality and best prac3ce in

community management across markets/countries

Manage & Measure •  Secured through training, procedures,

guides, manuals and key performance measurement

Engage •  Secure

•  Brand consistent •  Social media authen3c •  High responsive •  Na3ve speaking •  Quality assured … Community management


”Technologies which facilitate online interac8on between people”


Every day, we create 2.5 quin3llion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. This data comes from everywhere: sensors used to gather climate informa3on, posts to social media sites, digital pictures and videos, purchase transac3on records, and cell phone GPS signals to name a few. This data is big data.

What is big data?


Social Data… (Business intelligence)

250 million daily posts on twi^er, a 2,000 percent increase in just two years

Facebook have 845 million ac3ve users at the end of December 2011—and more than 425 million of them use the site daily.

Source: ’Ac3onable Social Analy3cs’, white paper by Awareness Inc., April 2012


Intelligence

ROI

Insights – Data mining

Performance measurement

Metrics

Defini3on of Social Analy3cs?

Repor3ng


ACTIONABLE SOCIAL ANALYTICS:From Social Media Metrics to Business Insights

1

ACTIONABLE SOCIAL ANALYTICS:From Social Media Metrics to Business Insights

APRIL 2012

SOCIAL


Analy,cs experts have developed consensus around the defini,on of social analy,cs. Jim Sterne, the author of Social Media Metrics, defines social media analy,cs as “the study of social media metrics that help drive business strategy.” Jonas Klit Nielsen, managing partner at Mindjumpers, one of the premier social marke,ng agencies in Europe, agrees and adds that social analy,cs is “the ability to analyze performance of social media ini8a8ves and social data for business intelligence.” Connie Bensen, senior manager, community strategy and execu,on at Dell, provides a slightly different defini,on: “Social analy8cs consists of web analy8cs, engagement, and revenue generated from social.” In her view, the web analy,cs and engagement metrics direct marke,ng decisions and direc,ons, while new customer acquisi,on rates, shorter customer acquisi,on ,me and higher lead conversion rates are among the top sales effec,veness metrics. Source: Ac,onalbe Social Analy,cs, April 2012, Awarness inc.



Plagorm API Data Mining

Offline ATL & BTL

Buzz tracking (real 3me)

Listen & analyse

Monitor

Social insight and measurement Strategic dashboard to gain insights on our brands and consumers

and the performance of our social strategy and ini3a3ves

Campaign performance

Content

Ads

Apps (Plagorm/device)

Web analy3c

Social Profiling SEO

Traffic

Benchmark

Sales

Reputa3on

Loyalty

Trend mining


The Value Proposition


The Strategy


Set clear objectives, targets and KPI´s


Deploy and analyse on Accelerators to reach your KPI´s



Plagorm API & Partnership

Example: Facebook


Social Profiling

-‐  Interests -‐  Compe3tors, Movies, Series, Actors, Sports

-‐  How omen do they interact with us? -‐  Sen3ment -‐  Influence -‐ Friends of fans


Buzz – Tracking


Campaign performance (benchmark)




Repor3ng levels

Overall performance

Business units on growth and performance

Insight topic reporting

Detailed cross brands on performance

Local Market specific reporting


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@Mindjumpers

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