Masterclass: Social Analytics Knowhow in 60mins - 4 types of platforms - 4 types of use cases - 4 levels of Social Analytics maturity (for ROI) - 3 use cases for selection tools to match your objectives - How to formulate a Social Analytics Plan - Formulating and Measuring Goals, Strategies and Tactics - Formulating a Dashboard - Using a new approach to Social Analytics Marshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, US

2. Marshall Sponder – Founder
WebMetricsGuru INC.
Marshall Sponder is an Author of the
McGraw-Hill book, Social Media Analytics, he
is independent Web analytics, data and
SEO/SEM specialist working in the field of
market research, social media, networking,
and Outbound Communications. Marshall is
currently working with Principal at
WebMetricsGuru INC and Insights Digital, INC
, both partnerships focus on the practice
around Social Analytics. Marshall’s blog is
http://www.webmetricsguru.com and book
site is http://www.smabook.com

3. • 4 types of platforms
• Several types of use cases
• 3 use cases for selection tools to match your objectives
• 4 levels of Social Analytics maturity (for ROI)
• How to formulate a Social Analytics Plan
• Formulating and Measuring Goals, Strategies and Tactics
• Formulating a Dashboard
• Using a new approach to Social Analytics

4. 4 types of platforms

5. Self-serve
Hybrid
Full-service

6. Platform Definitions
Self serve – Brandwatch, Radian6, Alterian SM2, etc.
Full service – Brandtology, Synthesio, Converseon,
Integrasco, etc.
Hybrid – Additional Reporting included with Self
Serve.
Internal – Some companies build their own listening
and analytics platforms for internal/private use.

7. Several types of use cases

8. Social Isn’t Just One Thing
And no platform does all of these “use cases” equally well
Care of Gary Angel – Semphonic.com

9. Each Use Case may require a different Tool
Operation
al Metrics
Advanced Listening &
NLP Influence
Analysis Customer Categorizati
Support on
Product &
Public
Customer
Relations
Research
Uses of
Social
Social
Campaigns
CRM
Customer
Communi Listening
Data ties & Web
Integratio
Analytics
n
Engageme
nt &
Attrition
Care of Gary Angel – Semphonic.com

10. Social Analytics Used For …
Brand Analysis
&
International
Brand Market
monitoring Research
Sentiment
Industry and
+ - Influencer
Sentiment Identification
competitive
Research Analysis

11. 3 use cases for selection tools to
match your objectives

12. Use Cases are not be the same thing as “Goals”
but are sometimes confused
Consumer PR Monitoring &
Social Campaigns
Research Support
Automating of the
Listening for Listening and
engagement
Insights Engagement
Social Media Traditional
Coverage* Media Workflow
Coverage*
NLP (machine Influencer Operational
learning) Identification Metrics
Rich Topic
Low-Latency
Categorization Categorization
*Note: Social Media Coverage and Traditional Media Coverage are not the same thing, they may also require entirely different approaches
and tools. Time spent for Social Media Coverage in Consumer Research may be considerably longer than what is required for Traditional
Media Coverage in PR.
Care of Gary Angel – Semphonic.com

13. 4 levels of Social Analytics maturity
(for ROI)

14. Mature Organizations Profit the most From
Social Technologies
Enterprise
social crm
Clarabridge
/Facebook
targeting
Netbase
Radian6
Source: Collective Intellect

15. How to formulate
a Social Analytics Plan

16. THE PLAN = GOALS + STRATEGIS + TACTICS
Source - tactic-lust.com

17. Source: Tactic-Lust.com

18. Analytics Tracking - Is most of the data
Ultraviolet ?
Geo-location
tracking (must tie
customer to
Location)
Email List
Unique ID code
Difficult to track – tracked when a
could do with subscriber retunes
camera, tie it up to receipt (coupon)
face recognition
but face big brother
fallout if you do
Google Analytics
can accurately
Google Analytics record this part via
can track this part if ecom tracking if
set up correctly set up correctly
We need to think
deeply on this and
decide which
Metrics and KPI’s
actually are the
right ones to track

19. Examples of Typical Business Goals (Business Objectives)
Business Goal Target
Increase Market Share by X% (this/next Y/Q)
Increase Business Income/Profit by X% (this/next Y/Q)
Save X% of our (monthly/quarterly) spent (this/next Y/Q)
Improve Productivity by X% (this/next Y/Q)
Improve Services provided by X% (this/next Y/Q)
Increase Company Profit by X% (this/next Y/Q)
Improve Team Productivity by X% (this/next Y/Q)
Improve/increase worker productivity by X% (this/next Y/Q)
Open New Offices (#) (this/next Y/Q)
Find/Create New Business Opportunities (#) (this/next Y/Q)
Increase Sales Bookings by (#) (this/next Y/Q)
What are the sales drivers & Incentives (this/next Y/Q)
What are your sales drivers & Incentives? (this/next Y/Q)
How and where to do we generate leads (#/%)? (this/next Y/Q)

20. Marketing and Measurement Strategies should
be very tightly aligned
(Hint: a Framework is needed)
Marketing Measurement
Strategy & Strategy &
Tactics Tactics
Strategy and Data Need to Align closely– When the foundation of a house is not set
just right – the walls crack.
Having the right Framework helps.

21. Example Biz/Measurement Plan
– WebMetricsGuru INC
• My GOAL: Increase Business Income by over 1600% among • Corporate Business Execs
from 2011 income I speak with
at • Conferences and Book during • 2012 through • My Customized
Signings writings, virtual, and in
person presentations.
Through these, I guide my • Better understand and Invest in
audiences and customers to the best technologies, process and to help
people by retaining me them
• Design and implement successful online • Here, in Singapore and Where my
social customer intelligence listening other parts of the success will be
projects world judged by
• The number of new • A sharp rise in my bank • A sharp rise in online
customer signups , account balance this and buzz about me and my
retaining me quarter work.

22. Sample Dashboard for WMG
Date Bank Deposit
Date Latest Clients
$$$$ in Bank Deposits
Jan abc Jan $$$ 900
Jan efg 800
Jan $$$ 700
Jan hij 600
Jan $,$$$
Feb klm 500
Feb $,$$$ 400
Feb nop 300
Mar qrs Feb $,$$$ 200
100
Mar uvw Mar $$,$$$ 0
Mar $,$$$
Jan Feb Mar Apr
Online Buzz/Mentions Bank/Buzz %
160
140
120
1st Qtr
100
80 2nd Qtr
60
40 3rd Qtr
20
0 4th Qtr

23. What we need is a New Approach
Aeros ML866. With its 64
meter long and 36 meter
wide, this aircraft has top
speed of 138 mph with
range more than 3000
miles, it boasts some unique
properties for a craft of its
size including the ability to
hover, take-off and land
vertically, complete
autonomy from airports, not
to mention incredible aerial
views
Source: Tuvie.com

24. Using Real Time Data well, may require
a Forensic approach
not common for Social
http://www.amazon.com/Pulse-Science-Harnessing-Internet-
Opportunities/dp/0470932368

25. New Set of Questions – New Paradigm for
Social (real time) data
• What Measures do you want to track?
• What Decisions would you make differently if the
one of the measures was surprisingly high or low?
• What is the threshold of the measure? In other
words, at what point if the value was exceeded or
dipped would an alternative action take place?
Source: Douglas Hubbard - The Pulse

26. Example of a Tactical Conversation
• Client: Want to measure positive to negative ratio around the a new
Android phone we are launching from Twitter, blog comments and
Facebook.
Analyst: Very Interesting – Why do you want this information?
• Client: I want to know if the messaging and the blogger program is
working or not, and if I should step up my marketing or add more
than the 25 bloggers to the contest of the 2000 that entered.
Analyst: Ok, that’s great, but do you know how much negative buzz
you would need to see before you would add more bloggers to the
program?

27. Example of a Tactical Conversation
• Telstra Client: Depends on a few factors. If we don’t see at least 75
tweets a week from bloggers on their posts and at least 300 Retweets
from their followers in aggregate, we might want to double the
number of bloggers in the program. Also, we may want to look at the
posts our existing bloggers are writing, as perhaps need to give them
something more interesting to talk about related to HTC Desire.
Analyst: Great! Lets try to nail down those triggers so we can build that
into our analytics for you. [Triggers and Thresholds were then defined]
Ideally, this kind of conversation would lead to some defined actions
and triggers that could be set up as Alerts. Real Time Data presupposes
real time responses.

28. Your Analytics Exercise
• A Simulated Game/Test Case Containing
– Your Goal(s)
– Your Audiences
– Your Internal Audiences (Marketing/PR/Research/EIS)
– Your Budget
– Your Location
– Your Program/Service/Offering
– Your Vehicle
– Your Call to Action
– Your Metrics / KPI’s
Your Mission - come up with the
solutions, workflow, people, timeline, and cost

29. Exercise Example
A Large Telecommunications Network in the
Singapore
– Your Goal – Increase sales of handsets in 1Q 2012
– Your Audiences – Gen X/Y females
– Your Internal Audiences - (Corporate Marketing)
– Your Budget - 600,000 Singapore Dollars
– Your Location – Singapore, Malaysia
– Your Program/Service/Offering – New Rate Plan for young females
– Your Call to Action – Sign up now
– Vehicle -Website Signup form, local signup in store, mobile signup in
handset, Facebook Ads, Search
– Your Metrics / KPI’s – % Buzz, Net Promoter Score, SOV, SOC, plus more
Your Mission - Let’s discuss the Monitoring
solutions, workflow, people, timeline, and cost estimate

30. Can also use a version of the UltraViolet Audit to understand
what type of analytics coverage will be needed, or is missing

31. Questions ?

32. • Marshall Sponder
• WebMetricsGuru INC.
• www.smabook.com
• www.webmetricsguru.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook