Social Media B2B Analytics Comparative Case Study
Wild Rose Brewery Speaking today:
Kim Latreille and Haley Overland
Today we’re talking about data. • BigData• DataSets
• SocialMediaRepor3ngData• BusinessAnaly3csData
Source:h:ps://www.pinterest.com/startrek/star-trek-the-next-genera3on/
And, how it’s important in publishing.
• SocialMediaAnaly3cs• SocialAudienceasaDataset– BusinessAnalystview– SocialMediaEditorview
• Howweuseoursocialdata,workingtogether
HaleyOverlandSeniorEditor,SocialMediaChatelaine
Why listen to me? • 20yearsexperienceina
rapidlychangingenvironment• Analy3cthinkerwithsenior
managementexperiencepublishingcontentonmul3pleplaIorms,devices,andinprint
• Currently,amediaindustryconsultant,andlectureratRyerson,SchoolofGraphicsofCommunica3onsManagement
KimLatreillePublishing&DigitalMediaConsultant
• Inmycareerinpublishing,oversawprintanddigitaledi3onmagazineplanning,produc3on:– St.JosephMedia– Co:ageLifeMedia
• Ac3veinavarietyofindustrygroups,seminars,conferences:– MagazinesCanada– PublishersExecu3ve/GraphExpo,Chicago– Folio,NYC
Why I learned about this stuff… • Ilikemath• Ilikevariabledataanditsapplica3oninprint• Magazinecircula3onisinteres3ng• SourcingPMBdataformediakitsisfun• Socialmediaisalsofun• Learninghowtousesocialmediaforpublishingand
distribu3ngmagazinecontentis…fun!
…so,whenIsawthe(customer)userdatathatcouldbegatheredthroughreportsfromsocialmediapla:orms,thegeekinmewassold.
In 2013, Don O’Dwyer called. • IleWSt.JosephMediainDecember2012– Na3onalDirector,Produc3on(print&digitaledi3ons)
• Startedconsul3ngforRavenBayServices,abusinessconsulta3oncompanyinCalgary,Albertathatspecializesinanaly3cs
DonO’DwyerCEORavenBayServices
Photo:Don
Dicks
Don had a client request. • Anagricultureclientofhiswonderedifsocialmediacouldhelptoreachanewkindofcustomertheyhad,youngfarmers.
• Theclientdidn’tknowhowtoappealto(andmaintaincustomerloyaltyfrom)anewgenera3onofsocialmedia-addicted,mobilephoneusers,standinginafieldofwheat.
• IBMhada‘social’soWware,wastherealink?
In2013,Ididn’tknowalotaboutbusinessanaly3csbeyondpublishingmetrics,andwhatI’dlearnedworkingwithmediameasurementsoWware,soIaskedDontoexplainittome.IfDonwasheretodaytoaskaboutanaly?cs,here’swhathewouldsay…
Maybe, I said.
• Analy6csisthediscovery,interpreta3on,andcommunica3onofmeaningfulpa:ernsindata.
• BusinessIntelligence(BI)arethesetofstrategies,processes,applica3ons,data,technologiesandtechnicalarchitectureswhichareusedtosupportthecollec3on,dataanalysis,presenta3onanddissemina3onofbusinessinforma3on.
• Machinelearninggivescomputerstheabilitytolearnwithoutbeingexplicitlyprogrammed.
IntellectualProperty.Copyright©2016RavenBayServices.Allrightsreserved.
BusinessAnaly6csvsBusinessIntelligencexMachineLearningTheGartnerpointofview
Fitness
Banking
Unconnectedsourcesofinforma6onEveryonewantsanaly3cs.Whentheyhavesome,theywantmore,andtheywantit3edtogether
IntellectualProperty.Copyright©2016RavenBayServices.Allrightsreserved.
ElementsofaSuccessfulAnaly6csProgramThoughmainlya‘Process’item,Governanceispartofalloftheelementsinasuccessfulanaly3csprogram
Process
Approaches&proceduresusedtocreate&maintaincontent
Performance
Metrics&reportsusedtoassessbusinesscondi4ons
People
Theindividualsorrolestomaintainthedataandreports
Analy6csTools
Technologytocollect,manipulate,&posi4ondataandfinallydisplayinforma4on
IntellectualProperty.Copyright©2016RavenBayServices.Allrightsreserved.
His question: What’s social media? • Don’sfirstforayintosocialmedia.• Kim’sfirsta:emptatbusinessanaly3cs.• Theclientsaidtheyweren’tonsocialmedia.(Thebestthingnewsocialclientscaneversay).
• Withourwork,wedevelopedanewseriesofreportsavailabletoRavenBayServicesclientsinterestedinsocialbusinessanaly3cs,usingthetoolsandservicesthatwerethenoffered.
How can we help? • WildRoseBreweryisaclientofRavenBayServices.Theywereinterestedincrea3ngapredic3veanaly3csdashboardto:– interpretsomeoftheiropera3onaldata– helpthemwithdecisionmaking– enhancetheirefficienciesasacraWbrewer
• Theirissue:deliveringaproducttotheircustomersasquicklyaspossibleduetoitsreducedstabilityandshortshelflife.
• Theproductgoesbad.
This is Bill McKenzie.
“About66%ofthebusinessinAlbertaiscans.Thatlevelofinterestfromourcustomerswarrantsustolookatit.We’vehadlotsofrequestsjustthroughsocialmediaandthroughcallstothebrewery.‘Whycan’twegetitincans?’”
Sta3s3csCanadareportedthatbeersalesinAlbertaroseby5.2%to1.1billiondollarsin2014,buttheconsiderableinvestmenttothechangeoverinhismanufacturingproduc3oniswhatleadBilltowanttoknowexactlywhathiscustomerswanted,andifcansmadesenseforhissmallcraWbrewery.
Photo:h:p://www.avenu
ecalgary.com
/Restaurants-Foo
d/Calgary-CraW
-Breweries-Wild-Rose/
Source:h
:p://calgaryherald.com/business/local-b
usiness/wild-rose-brew
ery-op
ens-ne
w-m
arket-with
-beer-sold-in
-cans
President&CEO,WildRoseBrewery,acraWbrewerlocatedinCalgary,AlbertaPreviousPresidentofBigRockBreweryPriortothat,VPofSalesandMarke3ng,BigRockWemetinNovember2013.In2014,Billwasstar3ngtosaythingslikethis:
And this is Wild Rose Brewery.
Sources:h:p://www.wildrosebrew
ery.com/h
:ps://w
ww.instagram.com
/wildrosebrew
ery/
h:p://www.avenu
ecalgary.com
/Restaurants-Foo
d/Pa3o
-of-the
-Day-W
ild-Rose-Brew
ery-Taproo
m/
A bit about Wild Rose Brewery… • BrewingcraWbeersince1996,to“freeourselvesfromthetyrannyofboringbeer”
• BasedinAlberta,produc3onfacilityandtaproomattheCurrybarracksinCalgary
• Servingsingleglassesinthetaproom,supplyingkegsrestaurants/bars,sellingbo:les/cansdirecttoindependentliquorretailersinAlberta.
What about social media? • BillandBlairhadamarke3ngplan,andtheyknewsocialmedianeededtobepartofit,buttheyweren’tsureiftheyweredoingtherightthing,andwantedsomeadvice.
• WildRosewasalreadyusingBAfortheirfinancial,opera3onal,andsalesdata,wasthereanopportunitytoaddsocial,consideringthesocialnatureofthebusiness?
Checking their pulse • Startedwithadigitalaudienceassessmentofwhattheyweredoingalready
• Weretheyreachingtheirtargetandachievingwhattheywantedwithsocial?– UsingtherightsocialmediaplaIorms?– Wasthecontentbeingpos3ngappealingtotheirintendedaudience?
– Spinningtheirwheels,andwas3ngthe3metheywerespendingonit?
Considered current social activity 5!
Wild Rose Brewery Social Media Accounts & Activity !
Company accounts " Twi"er!
" 10.3K followers!" 4400 tweets!
" Facebook!" 938 likes!" 2268 visits!
" Instagram!" 479 followers!" 82 posts!
" Vine!" Account created!" No activity!
" LinkedIn, Tumblr, Pinterest, Google+!
" No account!
By platform, Wild Rose Brewery’s number of followers
Vine
Tumblr
Google+
LinkedIn 10,300
938 479
Targetaudience:19-35yearolds,willingtospend$8forapremiumglassofcraWbeer
Considered the market in Calgary Iden3fiedourtargetmarket,consideringallsidesofthebusiness:• RetailerDistribu3on
• Consumers• Taproom
6!
Consumer Demographics!
! Population in Canada (34.88 million), broken down by age: ! 20.9% are 20-34 years old
! 28.8% of those are social media users ! 13.5% are 35-44 years old
! 16% are social media users ! Population of Calgary (1.21 million), calculated by age % from above:
! 252,890 are 20-34 years old ! 72,798 of those are social media users
! 163,350 are 35-44 years old ! 26,136 are social media users
Potential reach in Calgary via Social Media: 98,934 people who fit the demographic!
Source: PEW Research Centre, information accurate as of December 30, 2013, Statistics Canada, population 2011 estimates, by sex & age group as of July 1, 2012
Wild Rose Brewery is targeting consumers aged 19-35 years old!
Considered area competitors
9!
Competitor comparison:!Grizzly Paw h"p://www.thegrizzlypaw.com/! !
!
Company accounts " Twi"er!
" 1766 followers!" 635 tweets!
" Facebook!" 2543 likes!" 12,071 visits!
10!
Competitor comparison: Village Brewery h!p://www.villagebrewery.com/"
" "
Company accounts " Twi!er"
" 6001 followers!" 3616 tweets!
" Facebook"" 2502 likes!" 545 visits!
" Pinterest"" 360 followers!" 8 boards!
" Flicker"" 127 photos!
" Youtube"" 24 followers!
Considered platform crossover 8!
Social Platform Crossover!
Source: PEW Research Centre, information accurate as of December 30, 2013
!
• Assessedtheduplica3onofcustomersonplaIorms
• Howmuch3mecanbeaffordedtosocialmedianeedstobeconsideredinasocialstrategy
Looked at measurable data
11!
Measurable Social Media Search Results and Analysis!
! Not as many results as expected considering Twitter following
! Some confusion within the results due to Wildrose Brewing Company in the U.S.
! More strategic uses of unique #hashtags will produce better results
! Increased participation with following will improve mentions and reach
Source: MAP powered by Sysomos, scanning social media documents from April 1, 2013 to April 1, 2014
Keyword: “Wild Rose Brewery” – 1363 mentions !
12!
Measurable Social Media Search Results and Analysis!
! Some good results with this combination, different content ! Video beer reviews ! beer fan blogs
! Good content source for: ! Facebook posts ! Twitter feed ! Commenting ! URL links back to
WR website
Source: MAP powered by Sysomos, scanning social media documents from April 1, 2013 to April 1, 2014
Keywords: “Wild Rose” AND “beer” – 877 mentions!
Specificresearchtoolusedinthiscase:SysomosChartsgeneratedusingtherepor3ngtoolsfromwithinthesoWware
Scanned a variety of channels 18!
Channel Scan – YouTube!
! No user account ! Search heeded 7,480 results
! First 3 pages of results are relevant ! Lots of user-generated video reviews ! (Awesome!)
! Content resource ! Access to promoters
! https://www.youtube.com/channel/UC0eY4qOzHPh950o08_Xo3OQ ! https://www.youtube.com/channel/UC0Gu-85y8pUuNl8E70ofWKg ! https://www.youtube.com/channel/UCb5IBwS_Df_KZqHzy0U98vQ ! https://www.youtube.com/channel/UCE5WtLb9dsoHVb0xTsLu6iw ! https://www.youtube.com/channel/UC_3m6P-i1hiRmvnKpkqcf_g ! https://www.youtube.com/channel/UCQjeMZ0xqfU8oDZHlB93Fqg ! https://www.youtube.com/channel/UCKKZHRAsBvCgBkgPbvaO0Gg
Keyword: “Wild Rose Brewery”!Seeking:• influencers• relevantcontent
• contributors
The negative was positive Excellentinsights!• Algorithmsdon’tunderstandsarcasm
• Usefulbusinesssugges3onsmadebyactualcustomers
Many data points available
Specificresearchtoolusedinthiscase:SysomosChartshavebeengeneratedusingtherepor3ngtoolsfromwithinthesoWware
13!
Measurable Social Media Search Results and Analysis!
! Fewer hits than expected ! Mentions do not utilize a
#hashtag ! Promote #Taproom via
Twitter account ! Monitoring social activity
would help find mentions by other users
Source: MAP powered by Sysomos, scanning social media documents from April 1, 2013 to April 1, 2014
Keyword: “Wild Rose” AND “taproom” – 59 mentions!
Socialanaly3cssoWwarecanprovidereportableaudiencedatafor:• industryresearch• compe3toranalysis• customerinsights• engaginginfluencers• benchmarks&KPIs
What was the point? • Wesawthepoten3alinthedata
– Immediacyofthereturnonsearch– Abilitytousethedataasabusinessdriver– Extractabledatafromcustomizablereports– DatacanbecombinedasadatasetandusesinBusinessIntelligence,andinastrategicBusinessAnaly3csprogram
• ItwasworthcraWingasocialmediacommunitywholovedagoodbeer.
Yeehaw! Patio weather on Thursday!
(here’swhereHaleycomesin…)Specificdashboardtoolusedinthiscase:CognosChartsgeneratedusingtherepor3ngtoolsfromwithinthesoWware
• LiWbarsalesthataWernoonworkingwithpartners
• Insightweekendsalesatretailers
Know your audience • Ploungandvisualizingdata
• Analyzing• Strategizing• Usingtoolsinsocialmedia– Gatheringdata– Customer-facing– Helpingtodrivethebusiness
Haley Overland: How I got here • Socialmediaeditorroleisrela3velynew• Writer/bloggerwithanacademicbackground—whoneededanaudience
• Today’sParenthadabigopportunitytobuildabigaudience
• Oncethatmachinewasbuilt,ontothechallengeofthemorenicheChatelaineaudience
What I do at Chatelaine • Socialmediaeditor:Twi:er,Facebook,Instagram,Pinterest,Snapchat• Chasingtrends—allday• Proposingcontentbasedontrendsandlistening• Promo3ngstoriestoreachaudiencewheretheyare• Bringingstoriestolife:fromlargecampaignstosingletweets.• Employandhelpdevelopsocialassets:video,links,gifs,images,memes,emojis…• Supportandpromoteambassadors• Customerservice• Shareothergreatstories• Livevideos• Keepupwithnewtools,bestprac3cesandever-changingalgorithms
• Analyzingdata:what’sworking?what’snot?onwhatplaQorm?
Why a targeted community building is an asset to magazines
• Youcanhaveamillionfollowers,butul3mately,whatitcomesdowntoisengagement.
• Chatelainehasaninten3onallynichefollowingofCanadianwomen35-59ish(i.e.,notmillennial)
• More🔑🔑🔑benefits:– Brandloyalty– Actualtraffic– Engagement—>growth– Becomeahub– Community,notcompe33on
How social analytics help me • Tools:Hootsuite,FacebookInsights,InstagramInsights,Twi:eranaly3cs,
PinterestAnaly3cs,LiWMetrix,Omniture• Uses—What’sworking?What’snot?Whoisouraudience?:
– Immediate:Likes,shares,comments,click-thrus– Over6me:Monthlydeepdivetoseewhatworksandwhatdoesn’ton
eachplaIorm(ittakesmorethanonetweettoseewhat’sworking).– Demographicshelpmetailorthesocialvoiceofthebrand;helpus
customizecontent—i.e.forweb(slightlyyoungeraudience,forexample)vs.print;orevenforFacebookvs.Twi:er.
• Repurposingcontentthatworks,maybeputsome$$$behindit—getthemostmileageoutofevergreenthatworks,that’srelevant.
• Style:Gifs,images,videos,emojis• Mobilevs.desktop(parentson-the-go)
Inanutshell…Socialdatagivesusgoodinsightintowhatworksandwhatdoesn’t—andtherefore,whereweshouldbepuungourlimited3me,moneyandresources.
Workingwithanaly3cstocreate/developcampaignsweknowresonatewithouraudience—andothersthathelpustapintoitsdeeperreaches,heavilyengagedreadersonthefringeorbeyond.
Applying our knowledge • Theimportanceofdatagoingforwardinpublishingisano-brainer.
• Combinemul3pledatasetsforbe:erKPI.• Allindustryforecastspointtoaconvergenceofallmediaontheinternet.“Thedigitalrevolu3onwillbeleadbycompanieswholookbeyondthetradi3onalbusinessmodelandbythosewhoques3onthestatusquoandfocusontheiraudiences.”–MarkWilson-Dunn,VicePresidentofBTMediaandBroadcas?ngServices;April13,2017
Source:h:ps://www.ibc.org/delivery/is-iptv-a-threat-or-opportunity-for-tradi3onal-broadcasters/1861.ar3cle
Operations • Customerdatasubsets
– Subscrip3oninforma3on– SocialMediaanaly3cs
• Financialdatasubsets– Sales– Manufacturing
• Sta3s3cal,andotherapplicabledatasets…
Advertising • Asanindustry,magazinescangetonboardbybecomingmoreawareoftherequirementforcrossplaIormaudiencemeasurement(anddatasharing)tomaintainaplaceasacompe33veplayerinmediaamidlargerbroadcas3ngcompanies.
• BroadcastersarealreadycapableofsharingaudiencemeasurementdataacrosstheirplaIorms(becausetheirmeasuringsystemsarecompa3ble)toprovejusthowlargetheircollec3veaudiencesaretotheiradver3sers.
To conclude… • Ifconvergingmediaiswhatishappeningtoourindustry,learningtoconvergeourdataandmakeitusefultousmakessense.
• Asmagazines,weknowouraudiences.It’sbeenourstrengthasanindustry.
• Wehaveastrongtoolinsocialmedia,it’sacustomer-facinglinktoacarefullycul3vatedaudience,thatcanonlybecomemoreusefulasrepor3ngandpublishingsoWwaretoolsevolve.