Date post: | 13-Apr-2017 |
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Social Media |
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Public Information
Demystifying Social Data
Social Strategy Director
Suresh Susarla
2016-10-27
Public Information 2
Our MissionThe mission of the association is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.
Our Core ValuesService Loyalty Honesty Integrity
PassionateMember
Advocacy
FinancialStrength & Wisdom
SharedMilitary Values
Our Brand Pillars
GOING ABOVEOur Brand Promise
FOR THOSE WHO HAVE GONE BEYOND
Who We Are
As of Oct. 2014
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Social is one of the keys to marketing success
Earned• Sharing
Paid• Advertisin
g
Organic• Web
properties
Social is the Digital Trifecta
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Percent of Adult Social Media Users
71 31 28 23
Source: Pew Research Survey March – April 2015
FacebookPinterest Instagram Twitter
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“Social media spending in the US is expected to reach $27.4 billion by 2020, up from $12.3 billion in 2015, growing at a five-year compound annual growth rate (CAGR) of 17.4%”
- Forrester, March 2015
2015
2020
0
5
10
15
20
25
30
Social Media Spend Forecast
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Measuring performance in social channels continues to be the
biggest challenge for enterprises.- Forrester’s Q1 2015 Global Social Relationship Platform Wave
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A dozen network
Used by
Millions of users
Generate
Billions of actions
What is Social Data?
Facebook, Twiiter, Pinterest, Instagram, ….
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“Information Overload is not the problem its filter failure”
- Clay Shirky
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State of analytics
• Vendors are mandatory component There is no perfect vendor solution Technologies can facilitate data collection but there is no silver bullet for
actionable-impactful insights
• Mere monitoring does not lead to insights or smarter actions
• Measurement is still the biggest gap
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10 principles of Social Analytics
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1. Most of what you hear in social is noise
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2. Word Clouds are not “just” art work
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3. Negative sentiment is more volatile than positive
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Study* shows that a viewer's emotional response to an ad was a greater influence on their intent to buy than the actual content of the ad — up to three times great Emotion-into-Action™ score
* How emotions influence what we buy. 2013 Psychology today
Emotion itself is important whether the sentiment is positive or negative
4. Emotion than Sentiment
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5. News driven spikes generally have a short life
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6. Context before content
Context
Right Time
Right Place
Right Audienc
e
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7. Share of voice is misleading
• Doesn’t Change much
• Overweighs on twitter
Brand A
Brand B
Brand C
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8. Majority of social engagement happens on road (mobile)
• Social engagements happen on mobile devices
• Companies continue to grow their investment in mobile marketing
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9. You don’t have access to most of the social conversations
• Social data is locked
• About 80% of social amplification data is not accessible
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10. You can create your own metrics that work for you
Define relative measures
• Relative Engagements – Measure effectiveness of audience
• Relative Impressions – Measure effectiveness of content
Total Engagements-------------------------- Total Reached Users
Total Impressions-------------------------- Total # of Posts
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Start with business goal
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Value is…
The ValueAnalyzing Social
DataBrings
0102
Responsive & ScalableCollect and respond to insight in real-time, globally
Competitive IntelligenceView conversations about competitors’ brand and products
Targeted & ActionableRelate events, activities and campaignsto a specific point in timeUser Generated & UnsolicitedLearn what your customers reallythink and feel
Longitudinal & PredictiveYou can look back and see the future
030405
Public Information