This is a presentation I'm giving in London at #measure13 on March 26th

1. Social Data
Story
Success

2. Some of what is covered in this session
• Going from 0 to 60 MPH with
measurement using simple
analogies
• Make sense of the Platform
Landscape.
• Pick the right platforms and
metrics.

4. Social Intelligence – Making sense of Social Media Messages
Social Scoring – Analyze social profiles and organize it in your own
unique way to you can act on the information.
Social Marketing Management – Building your Brand through
interactions with customers, or in our case, students.
Analytics – Campaign and performance data with Industry benchmarks.

5. SEO /Web CORPORATE MKG /PR
IT/Unix ANAL
Analytics

6. Artist

8. What are the Right Tools for your business?

9. Offline
WOM
Social
Search
Social
Hybrid Data Intelligence
email
POS
CRM
Usable
UV Data Information

10. Businesses already have a lot of
data, they need understanding in
order to get the full value from it
– that is more frequently the case
than needing to master “Big
Data”.

12. Structured Unstructured
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

13. 1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

14. Various Photo Web Analytics,
Sharing Analytics Google Analytics
Platforms
Twitter Analytics and
Various Video Awe.sm
Analytics Platforms
Mobile – Flurry,
MixPanel, Adobe
SC
Log based Web
Analytics, Log based Web
FeedBurner Analytics,
FeedBurner
Various Widget
Analytics Platforms
Various Message
Board Analytics
Various Chat Room
Analytics

15. Time Spent – Data Cleaning
Customization Required
5K-20K
~month
Up to 5K
~month
Free or Low Cost
Previous Business Investment/ Size

16. Cleaned &
Structured
Data
Customization Required
Time and Cost
Structured
Dirty Data Data
Business Value and Customer Type / Need

17. Cleaned &
Structured Data
Customization Required
Time and Cost
Dirty
Structured
Data Data
Business Value – Context Sensitive

21. PROBLEM
DEFINATION • Workflow to
• The Data
they can • Problems surface the
access and platforms right data
store able to solve
UNSTRUCTUED Surfacing Data
DATA

22. Power Everywhere Gesture Based Interfaces
CRM
Offline
Social Quantified Self
Proximity Based Communications
WOM
POS
Collaborative Consumption
Search
email
Digital Screen Experiences
Quantified World
Virtual Reality
3D Printing

23. Power Everywhere Gesture Based Interfaces
CRM
Offline
x Social Quantified Self
Proximity Based Communications
WOM
x POS
x
Collaborative Consumption
Search
x
Digital Screen Experiences
email
Quantified World
Virtual Reality x 3D Printing

24. Karate Kid /
Starfleet Academy
Master small steps,
combine them
effectively,
& win the
Championship,
should work with
most subjects

26. INTRO BASIC ADVANCED
(History/Context) (Getting Setup) (Specifics )
I have taken my students from knowing next to nothing about Social
Media and Analytics to a place where they can be very articulate
consumers and leverage the technologies

28. “Professor Sponder, I’d like to thank you for an amazing class this
semester. I learned so much to supplement my knowledge of social
media, and I plan to use several of the ideas I learned here in both my
personal (blog) and professional (Current TV) life.”
-Caitlin (Fall 2012)

30. Adrianna M. (Spring 2013)
I just wanted to thank you for providing this class at Rutgers. …
Social Media for the Arts has given me a new sense of hope that I could use the skills learned in this
course towards pursuing a career in online promoting and advertising in the entertainment
business.
‘This is the most interesting, interactive and
inspiring course that I have taken thus far and I
know that I will take the plethora of information
learned in this class and use it towards my future

32. Choosing the best solutions

33. As a marketer,
you will want
to choose, use,
and measure
the
effectiveness
of your
messaging.

34. Facebook Edgerank

35. Funnels and
attribution

36. Using Data to tell a Story

37. Tips for Google Analytics
Track Every Page & Action on Your Site
Ecommerce - Sales
Set Goals – Not Just Sales
Sign ups
Form Fills
Share info with others
Adwords Integration – What campaigns convert in to
successful Goals

38. The biggest challenge is
“hooking up” these
systems so the information
actually makes sense to
business owners
Source: http://oursocialtimes.com/what-salesforce-
coms-acquisition-of-radian6-means-for-businesses/

39. Source: http://www.socialmediaexaminer.com/social-
media-marketing-industry-report-2012/

41. PR Monitoring &
Social Campaigns
Consumer Research Support
Listening for Insights Automating of the
Listening and
engagement
Engagement
Social Media Traditional
Coverage Media Workflow
Coverage*
NLP (machine Influencer Operational
learning) Identification Metrics
Rich Topic
Low-Latency
Categorization Categorization
Care of Gary Angel – Semphonic.com

43. Source: Semphonic.com

44. Sonar.me Twitter Analytics
website
Sailthru
AWE.SM
Google Analytics
MixPanel for app Click act

45. Free Paid Paid

46. Source: http://www.somemo.at/?p=1037
Caveat:
Changing
Tools
changes
The
Results

48. 2/3 of the sales are coming from Internal and External Agencies
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

49. Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/
These could be the wrong reasons to use platforms in my opinion

50. Many vendors would like to sell their
services to the top 6.6% of the customer
base.
But most people here at #measure13
want much less expensive solutions.
Also, they don’t understand differences
in offerings.
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

51. Source: http://allinfographics.org/social-media-monitoring-tools-
facts-and-how-to-use/

52. The dissatisfaction or “look warm
appreciation” of 66% is probably tied to
purchasing services while not fully
understanding their limitations or best
uses of the platforms or the data they
provide
Source: http://allinfographics.org/social-media-monitoring-tools-facts-and-how-to-use/

55. Always Have a Plan
Goal(s): Audience:
among
Location: Timing :
through/ with
Vehicle (how your going to do it): Venues (where your going to do it):
ask fans and
customers to
Message (Call(S) to Action):
Regarding our
Product / Service / Program
Where Success will be judged
by
Metrics/KPI’s

58. Source: http://swilliamsjd.wordpress.com

61. x
Know what’s needed
and trying to find the
best solution, will spend
Have some
awareness of the money and time to
what’s develop or find it
needed but
Unaware, quite can’t
need articulate it
information and not sure
what it looks
like for their
organization
or biz req.

65. Technology evolving very quickly, faster than the
systems and rules in place to deal with it.
What I shared with you today would not have been
possible to do even a few months ago.
That’s why, I believe, we need to understand what are
needs are and be willing to experiment in order to find
the best solutions.

68. Culture Concept Map–
Using Facebook Graph Search –

69. Pianists Singers
Percussionist
Violinist Cellist
Flutist

71. MGSA Pianists
follow innovators such as
The Beatles and John Mayer, yet they also play it safe and
are low risk takers. Pianists like living near the edge yet
still be protected from harm.
Pianists
Engage Pianists for eCollege by appealing to their
contemporary urban image, give them free Starbucks cards
and Gap Coupons checking out courses and
taking edgy but safe tests. The investment in eCollege
should also be a safe bet.

72. MGSA Singers
higher education and refined
culture (NPR) along with a wry sense of humor
(The Colbert Report), Science Fiction (George Takai)
however they are also deeply interested in contemporary
music (Spotify) and self promotion.
Singers
Engage Singers into eCollege by stressing the cultural
knowledge and cult learning they will get by enrolling in
some of the more innovative courses. Also, as singers are
by nature a more curious group with diverse interests
working humor and sci-fi into the course
material will be popular
with them.

73. MGSA Violinists
have a definite “Sci-Fi Pop
Edge” with their interests in Dr. Who,
Dr. House and 30 Rock. These are people who
want to be entertained and consider themselves
sophisticated (House), looking for “gotchas” and
“Catch-22’s”
Violinists
Engage Violinists into eCollege by getting them into
episodic storytelling. Violinists want to know how the
learning they get via eCollege helps them solve life’s
complicated problems. As violinists are a main part of
most orchestras and chamber music, making the
most of their skill is also something
they want addressed.

74. MGSA Percussionists
clearly like physical sports such as Rutgers Football
but they are more clearly interested in non- profit and
humanitarian aid due to their altruistic nature.
Percussionists
Engage Percussionists in eCollege by appealing to their
need to Save the World – reach the at fundraisers and races
for the cure.
Show them how the course will not only satisfy their
deep need for physical contact but also how
their learning helps others.

75. MGSA Cellists
have a need to congregate and meet people (Panera
Bread and Times Square NYC) and for visual and
auditory stimulation. Cellists appear to be social animals
and enjoy working in a group, like mobile devices and
are constantly calling their friends and family.
Cellists
Engage Cellists into eCollege by emphasizing the
flexibility of remote training that can fit into their diverse
activities while on the go. Cellists are interested in a
good story (Inception) and want to be up on the
latest technologies, right up our Alley. They may
also like the mobile capabilities of
eCollege

76. MGSA Flutists
are similar to the Cellists in their love of
mobile (Samsung Mobile USA),but also are readers of
contemporary culture (Complex Magazine) and lovers of
high fashion (Chalany High Heels) and elegance.
Flutists
Engage Flutists with the elegance of the eCollege solution.
As they love fashion and culture, provide them with
courses they can easily take that will provide
Fashion and High Art.

78. How Accurate are Facebook Likes
as a Predictor of Personality?

79. Case Study – Charles Bivona – NJPOET.com
Use Facebook Persona Profiling

80. Audience Case Study
Charles Bivona – NJPOET.com Top 500 Pages
High IQ (The Godfather, The Colbert Report, The Daily Show, Lord of the
Rings Trilogy, Tyler Perry)
8,606,923 like this 2,865,863 like this 3,736,790 like this 11,632,513 likes 8,613,738 likes
Affinities: Affinities: Affinities: Affinities: Affinities:
Fight Club, The Daily Show, The Colbert Report, The Hobbit For Better Or Worse
Batman: The Dark Knight The Office The Office Peter Jackson Meet The Browns
Top 150 pages
These people like “well written” material, literary masterpieces and topical work that are
well received. The Godfather had endured for more than 40 years as well.

82. Power Everywhere Gesture Based Interfaces
CRM
Offline
Social Quantified Self
Proximity Based Communications
POS WOM
Collaborative Consumption
Search
email
Digital Screen Experiences
Quantified World
Virtual Reality
3D Printing

83. • Finding students to fill a music class
• Finding students to fill an art class
• Finding students to fill a cinematography class
• Finding students to fill a dance class
• Finding students to fill a Fashion class
• Finding students to fill a Photography class

84. High Precision Targeting at
a Low Cost using
Facebook’s Big Data

85. This ad targets 4,100 users: who live in the United States
who live within 10 miles of New Brunswick, NJ
between the ages of 18 and 22 inclusive
who like #Inception, tyler clementi, #Spotify, complex magazine, #The Beatles, samsung
mobile usa or #The Daily Show who are in college

86. 5. RuTV Spot
The first 3
4. Undergraduate Advisors
dynamics uncovered,
explored and exploited
classes Studen
ts talk
Student
s
Positive
Stateme
nts
Academic
to Advisors
friends hear this
and tell
Spring 2013
their
students to
Fall 2012
take your
course
51 students 100+ students
2 sections
2 sections
2. Course “re-
authored” from
scratch by me. 400+
hours – curation
approach
3. Facebook page for SM&A
–
Spring 2012 has 260 members –
Targeted adverting
67 active students
6. #mgartr13
1 section(but Manuscript
84 were on roster) (permissions
pending)

87. 1. Technology is evolving so quickly We need to
spend more time understanding the technologies
so we can better use them (what #mgartr13 does).
2. We may have to change the way we look at New
Media using a curated approach.
3. The technologies touched on merge Arts with
Science and require new approaches and
methodologies.