5. What does mixing Social and Web
Analytics Look Like? (hint: UCI course)
6. Netflix kills Netflix increases
E-mail Quickster streaming library
sent to
all users
July 12, CEO Oct. 4 3rd qtr earnings:
announces Sept 18 CEO Netflix loses 800,000
price increase apologizes for customers, but
price hike but increased net revenue
doesn’t change
prices
7. Top Themes Top Hashtags
Top Positive Themes: Top Positive Hashtags:
•Movies •Doctorwho
•Blockbuster •Taurus
•Watching netflix •Firstworldpains
•Devices •News
8. Getting to know the “Customer Mindset” is something Social Media
Analytics is right for, and something that Web Analytics is generally
unable to do. Netbase is one of the best platforms for this type of
analysis.
9. NetBase Brand Passion Index
English Spanish
German Insight:
For both McDonalds’s & KFC,
Spanish creates a greater buzz
than German.
McDonald’s buzz is larger than
KFC in all languages
10. Web Audience Data Combined with
Social Data/ Sentiment is the best option
Netflix increases
streaming library
July 12,
CEO
announc
es price
increase
11. Compete.com (Web) + NetBase (Social)
1+1=3
Once you map the
sentiment of people
who talk about Netflix
to their location on the
Traffic Dashboard you
have a “new way” of
visualizing audience
sentiment by visitor
segment and overall site
referral traffic
12. Plus, “Big Data” Analytics helps users
to find new patterns and insights
13. Thanks to Big Data, Analytics Will Be a
$51B Business by 2016: IDC
14. Most CMO’s believe Social Media Impacts
Sales (but are uncertain it drives Sales)
15. But most of the
trackable Social
Media Activity
isn’t integrated
with existing
Web Analytics
solutions.
16. The Mobile Web,
Web Tablets and
smart phones, with
their accompanying
apps (most which
are socially
enabled) are
challenging to track
well with any single
system, Web
Analytics, Social or
Mobile
17. Mobile / Social Analytics is Complex
and a Multi-Platform function today
Sonar.me Twitter Analytics
website
Sailthru
AWE.SM
Google Analytics
Facebook Analytics MixPanel for app Click act
18. The majority of companies measure volume of
traffic from social media to their sites (often using
Web Analytics)
20. 1. SEM/Web Analytics
Implementation (fusion)
2. Social Media
Strategy that includes Web
Analytics
3. Media Buys that
support both
4. Marketing
Programs
covering
Every touch
5. Measurement Strategy
point
That ties it all together!
26. Emerging Media, each Channel needs
(evolves) it’s own Analytics
Various Photo Web Analytics,
Sharing Analytics Google Analytics
Platforms Twitter Analytics
Various Video and Awe.sm
Analytics Moblie –
Platforms Flurry,
MixPanel,
Adobe SC
Log based Web
Log based Web Analytics,
Analytics, FeedBurner
FeedBurner
Various Widget
Various Message Analytics
Board Analytics Platforms
Various Chat
Room Analytics
29. How much
unstructur
ed data
can you
live with?
Organizing the
data for
insights is Ouch
major Ouch
headache! Ouch
Ouch
Ouch
30.
31. The “Interface” Problem
Analytics platforms have not evolved quickly enough
to satisfy stakeholders actual Data Needs (why they
bought the platforms in the first place); but users
can’t yet articulate their needs because they don’t
understand the data or it’s uses as it applies to their
everyday tasks.
32. Medium as Message, improved
Analytics Interfaces & Workflows will
raise analyst Productivity
dramatically
40. We need just the right
amount of Personalization
41. 4. The Measurement Continuum
Activity on Your Websites Conversations Online
Platforms are often described by the functions (What) your trying to preform with them
44. Social Analytics Space is saturated and has 20x more players than the map
shows (tip of the iceberg) and radiates out to adjacent offerings and other
layers of software (not shown)
57. Example of a Student’s Analytics Plan
Resurrecting George Enescu’s Work
Goal: Audience:
Salvage the reputation of the Romanian 20th Among Classical music institutions,
century composer, George Enescu enthusiasts, and musicians alike
Location: Timing:
Ideally GeorgeEnescu.com A 6 month campaign period Through/ With
Vehicle: Venues:
Online videos, online networking, Personal blog, radio stations, YouTube, Ask fans and
podcasts, musicological research musicological conferences, etc. customers to
Message:
Enescu’s art ought to be enjoyed and celebrated as the
Regarding the
work of a deserving, 20th-century master
Program:
Program to promote the musicians and orchestras who wish to
explore Enescu’s work Success will be judged by
Metrics/KPI’s
Popularity on Google New business connections New visitors to Youtube
Trends and partnerships website statistics
60. 1. Define personal characteristics and work-style need to
realize measurement goals
2. Be true to yourself
3. Be willing to spend the time to do the necessary research
around Analytics needs and budgeting
4. Get the whole team involved
5. Hire the Right Expert(s) to come in and help set it all up
61. Combining Social Media with Web
Analytics for Greater Insights
Web Analytics works well Use Web Analytics to
to measure the impact of measure the impact of
Social Media to your your Social Activity
business if your ultimate driving traffic to your on
goal is to bring everyone your Website. Site
that hears about you in analytics is one aspect to
Social Media back to your measuring social media
Website. If that’s not and any ROI usually has a
your goal, Web Analytics Web analytics component
will not be very helpful. or input.
62. Measure the impact of Social Activity on your
on your Website using Google Analytics.
63. Website Tools are evolving to track
Social Shares generated by WOM and
Social Campaigns that lead back to
your site
64. And Track how Social Traffic moves
around on your website.
66. 5 Tips:
Why Web + Social = Smarter Action
1. Apply the “so what?” test to your social media metrics
2. Link up Internal House Data and Third Party Panel Data with your
Social Media Data
3. Make sure you have the right analytics platforms to capture the data
you need for your metrics and KPI and they are set up optimally.
4. Formulate your objectives and goals such that you can measure with
the data your collecting, and results lead to action.
5. Track and Measure, colleting data to gain insights, then repeat the
process on a regular basis
67. 1. Apply a “so what?” test to your social
media metrics and analytics
68. 2. Mash up Other Metrics Data With
Your Social Media Measurement Data
69. 3. Check you have the right platforms in
place to collect the needed data
71. 5. Test and Measure and formulate
Insights with the results
72. Learn more about NetBase, in depth,
and Social Media Measurement at my
UCI Class starting this Winter, again
73. The Arts and Culture Intersect
with Social and Web Analytics
at the Rutgers Course I developed and am teaching
on
Social Media And The Arts
Winter/Spring Semester
Don’t assume your audience know – give this more attentionIf you have set up your Site Analytics tracking properly, figured out how to connect all the dots together in the right framework ,you would know what drove success and failure on your site and you can optimize and improve business outcomes.What about what happens off your site?
Map events Who you are?What would you like to iimplement in the next year.3 Bulilit 0
3 actionable steps:Emphasize content & ease of service over priceMarket the mobile ap more aggressivelyCompare Netflix service and advantages to other major competitorsThe top dislikes include the new pricing plan, responses to negative quarterly earnings report & lost customers, and the disconnecting of streaming with DVD service (including the new Quickster service). One of the major dislikes is when people who were upset when Netflix didn’t have the movie they wanted.Movie selection: “Netflix movies suuuck.”, “Cant find a movie on #Netflix...”People are commenting & confused about the plan changes: “@netflix made a mistake, again, and kills plan to separate services. Obvi jumped the gun on…”, “Netflix kills Qwikster. Thank goodness. “Lots of comments on the quarterly earnings: “Can't help but LOL. They really #netflixed themselves - RT: Netflix loses 800,000 subscribers (stock drops 28%) “, “For Netflix, the hits keep on coming -- the bad kind, that is.
EnglishBrand with the most buzz: McDonald’sBrand with the greatest positive sentiment: KFCBrand with the greatest consumer passion: KFC
Renowned Spanish artist, JaumePlensa, recently completed the following series of sculptures and drawings at the Yorkshire Sculpture Park in Wakefield, England. The artist’s work encourages viewers to explore the art in a tactile and sensorial manner. Plensa is currently exhibiting a sculpture titled “Echo” in Madison Square Park in New York. In a recent park visit, I was mesmerized by the pieces powerful shapes and demanding attention. Be sure to visit the sculpture in New York before it comes down in August.
You want the data to be structured enough to make it useful, but not so structured that you can’t do anything with it – both extremes are to be avoided.The usefulness of data goes up the more it is structured, up to a point, and Interface Design modulates how those improvements are accessed and ultimately, how useful they will be to end users of the platforms and their clients.
As information speeds up and mushrooms, we have a harder time keeping up and depend of Analytics Interfaces with stand between us and the raw data. But what if the interface, such as it is, and the workflows, such as they are, is not able to adapt to our own unique business requirements? Because we’re working with mostly unstructured data, we depend on the platform interfaces to the heavy lifting, but in most cases, they have failed, and the data, itself often isn’t organized in a useful way for many customers, and that creates customer churn and dissatisfaction with all analytics platforms.
A lot of the tools for Social Media appeal more to marketers and PR professionals and are Right Brain focused. The tools that appeal to Web Analtyics are more left brained and
Platforms are often describe in the active voice, and by mentioning what your using them for. Often platforms are designed for specific purposes as well.
If you can’t take an action based on your analysis, why are you reporting the data?Many metrics marketers think are important to analyze that are in fact not.Which Metrics were useful and allowed you to take action – if you don’t have any, go find them.