Sean Owen

Digital Drill Sergeant

Basic Training

Unable to translate social media logistics into

valuable information? This session on Business

Intelligence highlights metrics, measurements,

social media scalability, and return on investment in

a practical way.

Attendees will leave with an understanding of how

to identify successes, and implement change to

make the most out of social media business

ventures.

Social Media Business Intelligence

Anyone can do it.

Anyone can do it. We are all experts.

Anyone can do it. I wrote a book or I’m gonna.

Anyone can do it.

Anyone can do it.

RIGHT?NO, It’s hard stuff.

When in

doubt, we’ll

find a way.

It just may

not be the

best way to

use the tools

around us.

It may not be

the smartest

way.

We may make

a few

mistakes

along the

way, but

nothing fatal.

What’s the objective… ULTIMATE

MORE SALES.• Better conversion

• Thought leadership positioning / reputation management

BETTER SERVICE.• More vehicles for communication

• Direct access to groups traditionally behind the curtain

PRODUCT DEVELOPMENT.• Current products

• New products

NO!

We are here for

Business Intelligence.(refer to slide #2 and wake up)

LEARNINGis your primary goal.

OLD School Media

vs.

New Media

• Audience shift.

• NO control groups

95% of marketers will use 5% of statistics

available.

Anyone can do it. Newspaper Audiences Change with Increased

Obituaries

Anyone can do it. Our SM Audience Changes Daily

Campaign: Frozen Pizza

Week One

Marketing to Organic and Vegan Food Lovers

Results:

52% Female

45% Male

3% Unsure

4,600 Likes on Facebook

Campaign: Frozen Pizza

Week Two

Marketing to Mom’s Groups & Play Dates

Results:

67% Female

33% Male

11,200 Likes on Facebook

Advertising, Campaigns, Trends, etc.

Influence Your Data

- Audience changes based on inside & outside

factors

- Advertising campaigns

- Social media apps, microsites

- Trend effects

- Platform standards and changes

Where we advertise changes audience.

Message / ad content changes audiences.

Beginner

Stuff

Determine your KPI Metric

• Different campaigns have different

objectives.

• Identify the tools you will use.

• Record your goals / estimates separately.

• Record influencing factors and weight

them.

• Learning is always an objective.

• Review the entire metric.

Facebook:

Brand Awareness

Edge Rank formula and what you can do to manipulate

it

Reach Insights

Conversion Traffic

Bit.ly

Google Analytics

Consumer Insights

Reverse advertising

Seeded questions in posts

Polls

A/B advertising

Twitter:

Brand Awareness

Tweet Reach

Klout

Conversion Traffic

Bit.ly

Google Analytics

Customer Support

Reduction in call center calls

Quicker reaction time

―real person‖ answering concerns

YouTube:

Subscriptions

Likes

Channel Views

Individual Video Views

Links from Channel/Video to web site

Sources pointing to videos

LinkedIn:

Thought leadership positioning

LinkedIn answers

Groups

Brand page Statuses

HR

Recruitment

Lead Gen

Product section on brand pages

Capture Contact

Enter a Sweeps

Test Dialogue

Entertain w/ Video

Product Interest

Push to Retail

Start Dialogue

Ask for UGC

The Conversion Cycle

Learn w/App/Si

te

Expert

Stuff

Anyone can do it.

Anyone can do it.

Anyone can do it.

Ratios 101

Reports LIE!

Think about a simple advertising campaign.

10 people respond to an ad out of 100 targets

You yielded 10% response

Next campaign yields 5 responses out of 100

targets.

You yielded 25% response, but may show as

5%

Get $2 OFF a PIZZA Get $10 OFF a Bikini

10 people = 10% 5 people = 25%

*Audience is 100 people total (80 men, 20 women)

Measurement Tools

$ Level 1

Quantitative analysis using native app or entry level tool

$$ Level 2

Multi-platform tools, still focused on quantitative

measurement

Potentially some ability to measure qualitative /

sentiment

$$$$ Level 3

Multi-platform management separate from measurement

Focused on all platforms and cross-media campaigns

Ability to create content or devices for measurement

Definitely driving qualitative / sentiment measurement

Top-line comparison features

Ability to code reports based on individual APIs

Qualitative Measurement

• Sentiment

• Opinion

• Trending conversations

• Document level vs. aggregate level

Challenge:

―Yeah, I loved that keynote.‖

Honest? Sarcastic? Sincere? Funny?

NOT!

Comparative Measurement - Simple

• Your campaign performance

measuring:

• Audience changes

• Platform performance

• Activation content (messaging)

Compared to yourself!

Recommendations

• Do not run audience building

campaigns at the same time as

engagement campaigns

• Separate engagement into distinct

areas of testing, executing, engaging

• Monitor your competition

Comparative Measurement - Complex

• Establish your own ratios

• Create a Marketplace

• Identify similar competitors and include

them in your overall measurements,

especially for comparison data.

• Traditionally known as market reach or

total market share.

• Analysis is more than reading the

numbers.

Depending on activity vs. spend this formula may be inconclusive.

(Retweets + likes + fans) / Total Campaign ―A‖ Spend

(Retweets + likes + fans) / Total Campaign ―B‖ Spend

*Altimeter Group

Applying Metrics Across Platforms

Degree of measurement depends on data available and

ability to make changes that may influence the measurement.

Innovation metric can be used on blogs, forums, even YouTube

videos with training or product announcement content.

Integration with Offline Activities

Ideally, you can measure activity per audience, per content and message, per platform,

and even in online and offline activities.

The integration across AdSense campaigns vs. email and abandoned shopping carts

is reaching high sophistication with less effort. You will need to remain competitive.

Pay Attention to Details

Special Areas of Considerations

• Inactivity is activity – measure audiences which are not

engaging.

• Drop Point – this is the most important item for getting

users to complete the sale and it’s very measurable.

• Psychographic – better than demo and geo

• Behavioral Triggers – non—opens, abandoned carts,

etc.

• Business Alignment – Non-competitors who are great

compliments for audience

• Size Doesn’t Matter – People concentrate on bigger

numbers, sometimes that’s less important

The DROPA key indicator of performance is the drop point. This is the

moment that you lose interaction with a consumer and they do not

complete full conversion.

• Campaigns should be structured to measure drop points.

• Usually requires multiple systems and a bit more attentiveness to

tech

Here is a potential lifecycle of a conversion

1. Social media app engagement

2. Prompt for user information *optional

3. Complete engagement of SM app such as a coupon print

4. Enticement to web and product purchase

The DROP

Here is a potential lifecycle of a conversion

1. Social media app engagement

2. Prompt for user information *optional

3. Complete engagement of SM app such as a coupon print

4. Enticement to web and product purchase

To measure the campaign above will require two tools:

- Utilize SM Native to measure original traffic

- Manual setup of each step with Google Analytics

- Utilize CouponFactory for coupon views/prints

- Track from one platform to next is a challenge

Set goals at EACH stage of the conversion

The Conversion

You can't produce a baby in one month

by getting 9 women pregnant.

-Warren Buffet

Thank You