Suresh Susarla - Demystifying Social Media

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Demystifying Social Data

Social Strategy Director

Suresh Susarla

2016-10-27

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Our MissionThe mission of the association is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.

Our Core ValuesService Loyalty Honesty Integrity

PassionateMember

Advocacy

FinancialStrength & Wisdom

SharedMilitary Values

Our Brand Pillars

GOING ABOVEOur Brand Promise

FOR THOSE WHO HAVE GONE BEYOND

Who We Are

As of Oct. 2014


Social is one of the keys to marketing success

Earned• Sharing

Paid• Advertisin

g

Organic• Web

properties

Social is the Digital Trifecta


Percent of Adult Social Media Users

71 31 28 23

Source: Pew Research Survey March – April 2015

FacebookPinterest Instagram Twitter


“Social media spending in the US is expected to reach $27.4 billion by 2020, up from $12.3 billion in 2015, growing at a five-year compound annual growth rate (CAGR) of 17.4%”

- Forrester, March 2015

2015

2020

0

5

10

15

20

25

30

Social Media Spend Forecast


Measuring performance in social channels continues to be the

biggest challenge for enterprises.- Forrester’s Q1 2015 Global Social Relationship Platform Wave


A dozen network

Used by

Millions of users

Generate

Billions of actions

What is Social Data?

Facebook, Twiiter, Pinterest, Instagram, ….


“Information Overload is not the problem its filter failure”

- Clay Shirky


State of analytics

• Vendors are mandatory component There is no perfect vendor solution Technologies can facilitate data collection but there is no silver bullet for

actionable-impactful insights

• Mere monitoring does not lead to insights or smarter actions

• Measurement is still the biggest gap


10 principles of Social Analytics


1. Most of what you hear in social is noise


2. Word Clouds are not “just” art work


3. Negative sentiment is more volatile than positive


Study* shows that a viewer's emotional response to an ad was a greater influence on their intent to buy than the actual content of the ad — up to three times great Emotion-into-Action™ score

* How emotions influence what we buy. 2013 Psychology today

Emotion itself is important whether the sentiment is positive or negative

4. Emotion than Sentiment


5. News driven spikes generally have a short life


6. Context before content

Context

Right Time

Right Place

Right Audienc

e


7. Share of voice is misleading

• Doesn’t Change much

• Overweighs on twitter

Brand A

Brand B

Brand C


8. Majority of social engagement happens on road (mobile)

• Social engagements happen on mobile devices

• Companies continue to grow their investment in mobile marketing


9. You don’t have access to most of the social conversations

• Social data is locked

• About 80% of social amplification data is not accessible


10. You can create your own metrics that work for you

Define relative measures

• Relative Engagements – Measure effectiveness of audience

• Relative Impressions – Measure effectiveness of content

Total Engagements-------------------------- Total Reached Users

Total Impressions-------------------------- Total # of Posts


Start with business goal


Value is…

The ValueAnalyzing Social

DataBrings

0102

Responsive & ScalableCollect and respond to insight in real-time, globally

Competitive IntelligenceView conversations about competitors’ brand and products

Targeted & ActionableRelate events, activities and campaignsto a specific point in timeUser Generated & UnsolicitedLearn what your customers reallythink and feel

Longitudinal & PredictiveYou can look back and see the future

030405

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Suresh Susarla - Demystifying Social Media

Social Media

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