Winter park social analytics bootcamp workshop marshall sponder - webmetricsguru inc final

WinterPark Social Analytic Boot camp
Marshall Sponder WebMetricsGuru Inc. June 5th & June 6th 2014

Teach:
Rutgers University: http://www.masongross.rutgers.edu/content/marshall
Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620
FIT:
https://epay.fitnyc.edu/C20737_ustores/web/product_detail.jsp?PRODUCTID=3706&SIN
GLESTORE=true
Write:
CMSWire: http://www.cmswire.com/author/marshall-
sponder/
ClickZ:
http://www.clickz.com/author/profile/2854/marshall-
sponder
Blog: http://webmetricsguru.com/
Book:
http://www.amazon.com/S
ocial-Media-Analytics-
Effective-
Interpreting/dp/007182449
9/ref=reader_auth_dp

Brands / Former Clients / Coworkers
IT/Unix SEO /Web
Analytics
CORPORATE MKG /PR
ANALYTICS

Learning about
Measurement
& Insights that we can
derive from
Social &
Mobile Analytics

We spend almost all
our waking hours
creating and
consuming Digital
Data, and we must
now learn to
understand this data
using Analytics

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Unstructured Data is much harder to work with –
more than 75% of the web is made up of
unstructured data

Different Data ends up with different tools and analytics platforms
Log based Web
Analytics,
FeedBurner
Various Widget
Analytics
Platforms
Various Chat
Room Analytics
Various Message
Board Analytics
Log based Web
Analytics,
FeedBurner
Various Video
Analytics
Platforms
Various Photo
Sharing Analytics
Platforms
Twitter Analytics
and Awe.sm
Web Analytics,
Google Analytics
Mobile –
Flurry,
MixPanel,
Adobe SC
Social
Medias

Analytics
informs
Many
things
Care of Gary Angel – E&Y

Finding
the right
tools for
the Job

Tip of the
Iceberg:
There are
many
platform
tools

Social Analytics
Landscape is
constantly
shifting ….
understand your
business needs
before choosing
http://www.trustradius.com/downloads/sm
mslandscape.jpg

Consumer Research
NEED - Rich Categorization
NEED - Machine learning
NEED - Social Media Coverage
Adapted from Gary Angel – E&Y
• What do Key Influencers Think?
• How have we shaped their Message?
• Can we talk to them directly?

PR Monitoring & Support
NEED -Traditional Media Coverage
NEED -Influencer Identification
NEED - Topic Categorization
• How do our customers perceive us via Social Media?
• What are our brand strengths from a customer perspective?
• What drives consumer choice towards our products / services?

PR – Monitoring and Influencer Scoring

Social Engagement
NEED – Workflow Solution
NEED - Operational Metrics
NEED - Low-Latency
• Are our customers engaged?
• Have we sold products?
• Did we drive Higher Awareness and Site Traffic?

Some Social Engagement Platforms

Social Analytics can’t answer all these questions
need a “Converged” Approach to Data

The Social
Analytics tools
tend to work
better for one
or two things,
but not so well
for everything
you might
want to do
with them.

Digital Story Telling requires Convergence
• Site-side/app analytics
• E-mail analytics
What happened?
• Audience MeasurementWho?
• Voice of Customer
• Customer Experience Replay
Did visitors find what they were looking
for?
• Social Media Listening/Analytics
What are Customers saying about your
Brand?
• Attribution/Ad Serving
• SEM/Search Tags/Floodlight
Did digital advertising help drive business?
• E-commerce/Affiliate MarketingAre partners impacting business?
• A/B and Multi-variate TestingHow else can we improve conversions?
23

Converged
media is
similar to
converged
analytics,
and is
multi-
channeled
approach
http://www.titan-seo.com/NewsArticles/trifecta.html

Ellen’s Selfie was
purported to be
worth 1 Billion
dollars of “earned
media” to Samsung,
an Academy Awards
2014 Sponsor.
By taking a
“converged”
approach the Selfie
became more potent
http://www.odwyerpr.com/sto
ry/public/2220/2014-04-
09/samsung-won-1b-earned-
media-from-ellens-selfie.html

The more
channels
your
business
critically
operates in,
the more
your
analytics
needs to
“Converge”

Reporting tools differ based on Job Role
and language constructs

Studies Suggests Tool evolution and use evolved with
Language Development
http://www.wired.com/wiredscience/2013/09/tools-and-language/
The way we talk
and describe our
business goals
ends up
determining the
kinds of tools we
want to work
with and find
useful

Different business terminologies
created to make specialized,
industry vertical tasks easier to
do are the biggest obstacle to a
“holistic solution”, as each
lexicon ends up needing its own
set of tools – often these are
largely redundant.

Exercise:
Drop your issue,
brand,
organization name
in the center and
pick out the
orbiting topics.

Example: Triple A (AAA)
– try to understand what
your business is about –
then maybe, we can
figure out what
tools/platforms are
needed using social
analytics and other
analytics platforms, to
better capture the data
and act on it.

Online
Surveys
Journals/
Reviews
Social
Listening
Geo-
Social
data -
Mapping

Organizational level of Maturity
with Social Analytics

First Level: Monitoring
Radian6 / Sysomos good examples of “monitoring Function”
in SMM.

Example of monitoring – River of News
Manual, labor intensive,
subjective, not scalable,
mostly a “news feed”.

Example of Market Research
OS
Style
Use
Hardware
Connect
Media
Price
Integration
Form Factor
Speed
Screen Size
Apps
Screen Res.
Gameplay
Reliability
-1
-0.5
0
0.5
1
0 500 1,000 1,500 2,000
Care of Gary Angel – E&Y

Example of Social Targeting
Care of The New York Times

Programmatic is the future of Paid Advertising

Madison Avenue is
becoming more
like Wall Street
http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/

Walmart's New Cost-Cutting Target: The Ad World Media
Veteran Monahan Wants Giant Retailer To Cut Waste for
Suppliers Too
"Media planning today is beyond
human comprehension," Mr.
Monahan said. "There are so many
choices on where you can put your
precious investment. It's a software
problem."
http://adage.com/article/special-report-digital-conference/walmart-s-cost-cutting-target-advertising-
world/292436/

Example of Collaboration / Social CRM

Actualizing Data is where the best returns (ROI) is

Some
industries
can benefit
from social
Data more
than others

Inadequate
query length
size limits

Brandwatch max char = 4096
Radian6 max char = 972
Sysomos max char = 2040
Most of the queries that people want to write end up being to
long to run, and even if they could run, would take forever to
execute.
They also don’t necessary run the query in the most effective
order, nor is there any way to control that.

http://www.youtube.com
/watch?v=4Y-SVxnVOv8
"housing solution"~2 AND "rhode island" AND "foreclosure", "road home program"~3 AND
"foreclosure", "home loan modification"~4 AND "foreclosure", "jobless rate"~3 AND
"foreclosure", "bankrupcy" AND "foreclosure" AND "housing" AND "obama", "rhode island
housing"~3 AND "forclosure", "foreclosure prevention funds"~5, "bank foreclosures rhode
island"~4 AND "obama", "selling house"~4 AND "foreclosure" AND "obama", "hardest hit
fund"~4, "national foreclosure mitigation"~6, "homeowner stability initiative"~5 AND
"obama", "roadhome program"~2, "hud homes rhode island"~3 AND "obama", "foreclosure
settlement"~4 AND "25 billion"~2 AND "obama", "fannie mae freddie mac"~10 AND
"foreclosure", "keeping people in their homes"~4
Radian6 Query on Foreclosures in Rhode Island
Hard to write a query that gets you the results you want

Limited
options
to sub
segment
Social
data

Segmentation
of data and
audience is
usually a
complex, time
consuming
task that needs
curation

Boolean Queries can’t
capture most online
conversations we
ultimately
want to track

The vast majority of interesting
online conversation is very hard to
isolate with Boolean logic, because
conversations are complex, each
person uses language that is slightly
differently, making it much harder
to write an effective query.

Geo-location
almost useless
(but changing with Geofeedia/iBeacon)

A fraction of conversations in social media are somewhat accurate to the country
level, and some times to the city level, but rarely better than this, but that is
changing for a few platforms such as iBeacon based and Geofeedia, as part of a
new breed.

Geofeedia and iBeacon technologies fix the Local Data Gap

Even our notion of what a location is, changes
by time of day and day of the week (device/network driven)
12 PM 7 PM 11 PM
Source: Foursquare

What iBeacon look like – an iBeacon

What Retail Shopping is becoming
There are few analytics platforms
that are available as yet for these
new shopping technologies, Adobe
Site Catalyst just came up with one
of them.

Who is winning the Cloud Wars?
Which Cloud platform integrates its
applications the best?
http://www.thehubcomms.com/who-
is-winning-the-marketing-cloud-
wars/article/336854/

Connect the dots into a workable Framework to get
the most value from Data
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

Digital Marketing Framework
73

Further considerations are the “non-linear” ways we come to
make a decision about purchasing a product or service

DEVICES MATTER TOO!
Source: comScore Device Essentials, Monday 21st January 2013

http://www.therainman.in
/Cross_Media_Attributio
n.html

Few true Independent
Aggregators of Social
Data

Analytics is
best used for
planning and
reporting, to
optimize your
marketing
efforts

Example Optimization Metrics Plan

Typical Business Objectives
1. Increase Market Share by X% (this/next Y/Q)
2. Increase Business Income/Profit by X% (this/next Y/Q)
3. Save X% of our (monthly/quarterly) spent (this/next Y/Q)
4. Improve Productivity by X% (this/next Y/Q)
5. Improve Services provided by X% (this/next Y/Q)
6. Increase Company Profit by X% (this/next Y/Q)
7. Improve Team Productivity by X% (this/next Y/Q)
8. Improve/increase worker productivity by X% (this/next Y/Q)
9. Open New Offices (#) (this/next Y/Q)
10.Find/Create New Business Opportunities (#) (this/next Y/Q)
11.Increase Sales Bookings by (#) (this/next Y/Q)
12.What are the sales drivers & Incentives (this/next Y/Q)
13.What are your sales drivers & Incentives? (this/next Y/Q)
14.How and where to do we generate leads (#/%)? (this/next Y/Q)
Business Goal Target

Determine what drives your business and ways to measure it
• 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

Once you are
able to collect
the right data,
then you
organize it and
figure out its
meanings

Business Metrics are much more useful than channel and program
metrics (micro conversions) but are harder to formulate and customize

Determining Platform Investment
TimeSpent–DataCleaning
Previous Business Investment/ Size
CustomizationRequired

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020
Big Data is causing profound changes
Structured Unstructured

Hybrid
UV Data
Web
Intelligence
Unified
Information
Social
Data
CRM
POS
email
Search
Offline
WOM
Intelligence is understanding how to collect
information and what to do with it
Survey

Twitter
explains
how Chris
Hadfield
went viral

Leveraging Viral Data in Social Media Analytics

Facegroup »
Twitter Video
Virality - Chris
Hadfield
Understanding
how social
media spreads
has become a
major interest
as well as the
subject of a
new course
@Rutgers

35% of adults who post
videos online (11% of all
adult internet users)
hope to see their video
go viral. - Pew Report - Pew Internet
http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/

Emotions are at
the root of Viral
Marketing - we do
not share what
we are not
feeling strongly
about"

Two reasons why
people share and
spread the word -
psychological and
Social motivations

VIDEOS WHICH PROVOKE A STRONG POSITIVE RESPONSE ARE 30% MORE LIKELY
TO BE SHARED
Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Negative
High Arousal Low Arousal
Disgust Discomfort
Sadness Boredom
Shock Irritation
Anger Frustration
Shock or anger can drive shares but they are a risky bet
Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24

Emotive
Tracking for
VIRAL
Campaigns
using Text
Analytics

Telekinetic Coffee Shop Surprise #1 on Unruly Viral Video Chart as of
10/13/13
http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M
The video was shared
1:21 times it was
viewed

Text Analytics
identifies the
main actor and
action most of the
time

Encoding
Emotions
Opens up
intriguing
possibilities
...

Rutgers University & Unruly partnerto create a course
about the details around Creating Viral Media (using
Big Data)
Launching early 2015

Workshop Exercises
1. Analyzing CongresoSM using Social Media Analytics – pick 3 metrics to
track
Metric 1 Metric 2 Metric 3
Based on the Metrics you choose – what do you think your measurement goal is?
What platforms are best to use to track the conference based on the goal (s)
expressed?
Any special considerations that need to be taken into account with this situation?
How long would you track the conference (days/weeks months before/after)?

Workshop Exercises
2. What would be a business metric for Exposure? Engagement?
? ?

Workshop Exercises
3. How do you determine content has gone viral?
Viral Metric 1
Viral Metric 2
Viral Metric 3

Common Mistakes
•Failing to understand your business needs for digital tracking
•Treating Social Analytics as an “after thought”
•Failure to incorporate adequate time for ideation and testing
•Making assumptions and underestimating the efficacy of
analytics to improve your business.
102

Thank You!
Marshall Sponder
CEO, WebMetricsGuru INC
www.webmetricsguru.com
Baruch College, Rutgers University, FIT
@WebMetricsGuru
Email Me: now.seo@gmail.com
Facebook.com - SocialMediaForTheArts

Winter park social analytics bootcamp workshop marshall sponder - webmetricsguru inc final

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Winter park social analytics bootcamp workshop marshall sponder - webmetricsguru inc final