A Strategy for Social Media Analytics

Social Media Analytics By Cedric Dias Digital Director and Head of Social Media, Havas Media Head (APAC), Socialyse

What Are We Covering Today?

A Strategy for Analytics

Choose an Analytics Tool

Case Studies

© 2014 Havas Media / Socialyse

A Strategy for Analytics


What does Social Media Analytics involve?

It is a three stage process

• Use of monitoring, listening and insights tools

Capture Data

• Sieve out the noise and get to metrics that are meaningful

Understand Data • Use of charts and

diagrams to turn data into insights

Present Data


What’s the ROI of Social Media?

There is no single ROI for social media.

Every social media metric should tie to a business metric, which should map to a business goal


Building a proper framework is the key first step

.

Technology Identify tools based on strategy, metrics, and organisation

Organisation Identify required

resources Identify required

training Identify barriers

Metrics Define success Recommend actions

Strategy Define business objectives Identify required insights


Consider several factors that affect your brand as well

Brand Health

Marketing Optimisation

Revenue Generation

Attitudes, conversations & behaviors towards your brand

Improving effectiveness of marketing programs

Where & how your company generates revenue


Consider several factors that affect your brand as well

Operation Efficiency

Customer Experience

Innovation

Where & how your company reduces expenses

Your relationship with customers & their experience with your brand

Collaborating with customers to drive future products & services


Choose An Analytics Tool


Assess first what are your priorities for analytics

Data Quality Brand Situation Vendor Support

Training Sessions

Language Support Alerts

Find out what features you’ll need from a tool


Use multiple tools…

The key is not the number of tools used, but whether they are, individually and collectively, the

right ones for the job in terms of effectiveness, price performance, service, support, and results


…but be wary of Frankenmetrics

capture, analyze, and interpret this

data

Clearly define your goals and

strategies

focus on the metrics that support them

find your data

sources


How Do You Measure & What Tools Do You Use?

Facebook Insights

Third-Party Tools

Google Analytics

Youtube Analytics

Sysomos


Case Studies


Let’s Look At Post Types

Pink Line = Likes, Comments, Shares Blue Line = Post Clicks

Insight: Our posts have been a mixture of Links and Photos, and typical

with most fanpages, the Photo posts do the best compared to Links. We should try out Video Posts to see if the fans react better to those or to Photos


People Engaged

Data: The people who are most engaged with the page are also within the same age group of 25 – 44. We’re hitting the right target audience with our content and paid media.


Page Post Analysis

Insight: Listed above are posts that minimum 10.5% engagements. These posts are generally under Eco Tech & Design and Fan Talk categories. There are also high engagement where there is mentioned of Faces & Places photo contest.


Using Google Analytics to track


Campaign Performance – Influencer use

• We were able to analyze the bloggers with the most reads, clicks and conversions through implementing an image served by our double click servers.

• Christine provided highest reach whilst Hubsch garnered highest conversions. • This helped the client in pointing out which bloggers they should return to for respective

objectives of future campaigns.


Listening For Insights

Insights & Learnings Engagement Customer

Support

Decision Support Performance Management


What Do You Listen For?

http://moz.com/ugc/how-to-improve-your-business-roi-with-social-media-listening-dont-just-listenengage


New Product Creation

http://www.youtube.com/watch?v=Ody_06_NL-U 30

http://www.youtube.com/watch?v=Ody_06_NL-U�

Case Studies: CISCO

http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing-latest-technology-in-the-executive-briefing-center-ciscolistens/

All screens are using either our own Cisco SocialMiner product or Radian6 for analytics

Twitter-based global heat map: Real-time global tweets are displayed Social Media Influencers: What influencers are tweeting about Cisco Product Family Landscape: What conversations are happening around both Collaboration and the Data Center and Virtualization architectures Social Media Word Cloud: Highlighting current trending topics


http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing-latest-technology-in-the-executive-briefing-center-ciscolistens/�

Case Studies: MasterCard

Mastercard “conversation suite,” a dedicated team of four sits and listens to what stakeholders are saying about the brand. When this team is sleeping, its counterpart in Singapore, Dubai and Australia takes over. The main team (U.S.) of four collaborates internally with PR, marketing, product and customer service teams to better engage stakeholders.

http://www.digiday.com/brands/inside-mastercards-social-command-center/


http://www.digiday.com/brands/inside-mastercards-social-command-center/�









What Else Did They Learn?

1. Influencers are not just bloggers.

• They identified journalists who issued stories about MasterCard and related stories

• Plus, which media outlets are most prevalent

2. Conversations about your brand need not include your brand name

• Their study revealed that there are 30 million conversations happening a month on social media platforms tallking about MasterCard.

• The brand was part of less than 1 percent of these conversations. • Today, the company is looking for conversations that mention

Mastercard or topics relevant to the brand, like a world beyond cash, emerging payments and financial inclusion


Social Analytics is here to stay

Start with your objectives

Use a mix of tools

Integrate Analytics from the beginning

Allocate right resources and efforts

Summary


Thank you! Cedric Dias Digital Director and Head of Social Media, Havas Media Head (APAC), Socialyse [email protected] D: +65 6645 4729 M: +65 9796 9646 T: +65 6645 4700

mailto:[email protected]�

A Strategy for Social Media Analytics

Social Media

Transcript of A Strategy for Social Media Analytics