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What Social Media Analytics Can't Tell You (SXSW Interactive 2014)

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Vision Critical
Vision Critical

Social media analytics can help you understand the active members of your social media audience, but what about the people who aren't posting? How do you fill in the gaps in your analytics with insight into your customers' purchases, your fans' offline interests, or your users' reasons for liking what they like? Find a new way of tackling these questions in a session that shares a new approach to social media insight, and see how some of the web's leading thinkers are answering their research questions by combining social media analytics with survey data. Find out how this brings new insight to a 90,000-person study of the collaborative economy; how it enhances what we know about online fundraising; and what it tells Discovery about how social media users watch TV. Whether you're looking for fresh insight on what makes social media users tick, or trying to expand your own monitoring and analytics program, this session will give you a first look at the latest data and research methods. This panel was presented at SXSW Interactive on March 7, 2014. The panel included: - Alexandra Samuel, Vision Critical • @awsamuel - Jeremiah Owyang, Crowd Companies • @jowyang - Colby Flint, Discovery Communications • @discoverycomm - Beth Kanter • @kanter Some data from this presentation were taken from our latest report, Sharing is New Buying: How to Win in the Collaborative Economy: http://bit.ly/SharingNewBuyingSH

Social MediaBusiness
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@ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L #SMDATA
@ V I S I O N C R I T I C A L #SMDATA
@ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
The Collaborative Economy: Insights from Social Media Jeremiah Owyang @jowyang
@JOWYANG
@JOWYANG
@JOWYANG
@ V I S I O N C R I T I C A L@JOWYANG
@JOWYANG
@JOWYANG
@ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L
@ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
Charity Donations and Active Social Media Users Topline Insights from Vision Critical Research SXSW – March, 2014 Beth Kanter, Author, Trainer, and Blogger
What if your data set combined survey data about donation habits with actual social media usage?
Does more social media use equal more donations?
Flickr Photo by tedski Charity Slacktivists
Actionable Takeaways from Research
• Slack off of slacktivism – active social media users are valuable • Social channels can be an effective on-ramp for NEW donors, especially more active social media users, but find ways to keep connected • If you aren’t urging your donors to post about your charity when they donate or encourage them to fundraise on your behalf, you are missing a huge opportunity.
@ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA

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What Social Media Analytics Can't Tell You (SXSW Interactive 2014)

  • 1. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 2. @ V I S I O N C R I T I C A L
  • 3. @ V I S I O N C R I T I C A L #SMDATA
  • 4. @ V I S I O N C R I T I C A L #SMDATA
  • 5. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 6. The Collaborative Economy: Insights from Social Media Jeremiah Owyang @jowyang
  • 10. @ V I S I O N C R I T I C A L@JOWYANG
  • 13. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 14. @ V I S I O N C R I T I C A L
  • 15. @ V I S I O N C R I T I C A L
  • 16. @ V I S I O N C R I T I C A L
  • 17. @ V I S I O N C R I T I C A L
  • 18. @ V I S I O N C R I T I C A L
  • 19. @ V I S I O N C R I T I C A L
  • 20. @ V I S I O N C R I T I C A L
  • 21. @ V I S I O N C R I T I C A L
  • 22. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
  • 23. Charity Donations and Active Social Media Users Topline Insights from Vision Critical Research SXSW – March, 2014 Beth Kanter, Author, Trainer, and Blogger
  • 24. What if your data set combined survey data about donation habits with actual social media usage?
  • 25. Does more social media use equal more donations?
  • 26. Flickr Photo by tedski Charity Slacktivists
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  • 35. • Slack off of slacktivism – active social media users are valuable • Social channels can be an effective on-ramp for NEW donors, especially more active social media users, but find ways to keep connected • If you aren’t urging your donors to post about your charity when they donate or encourage them to fundraise on your behalf, you are missing a huge opportunity.
  • 36. @ V I S I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA