The 5 Essentials of Social Analysis

The 5 Essential Steps for Complete Social Analysis

© 2015 Simply Measured, Inc.

Housekeeping

• Listening / voice options

• Questions and chat room

• #SocialAnalytics

• Recorded webinar

• Post-webinar survey

#SocialAnalytics


Speakers

#SocialAnalytics

Steve Sack @stevensackVice President at Edelman Digital

Adam Schoenfeld

@schoeny

CEO at Simply Measured

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Why Complete Social Analysis?

5 Essentials to Get Started

Why Complete Social Analysis?

6 © 2015 Simply Measured, Inc.

The Evolution of Social Media Analytics

Data Free

Data Light

Ad-HocComplete


Complete Analysis = Complete Understanding

a·nal·y·sisNoun

detailed examination of the elements or structure of something, typically as a basis for discussion or interpretation.


Status Quo

#SocialAnalytics


Pain Points

No official playbook, lack of consistency

A lot of data, but lack of understanding

Struggle to reach actionable insights

Vanity metrics not tied to business impact

Rapid change in the landscape

#SocialAnalytics


67% of marketers named measurement as the top area in which they need to invest this year.

—Altimeter Group, March 2015

#SocialAnalytics


Complete Social Analysis

#SocialAnalytics

PLAN

DEFINE YOUR SOCIAL STRATEGY

MEASURE

OPTIMIZE YOUR SOCIAL TACTICS

EXECUTE

Audiences

Conversations

Competitors

Brand Activities

AudienceEngagement

BusinessImpact

5 Essential Steps for Complete Social Analysis

#1

#2

#3

#4

#5

Perform Your Social Audit

Analyze as You Execute

Measure Results

Apply Data-Driven Learnings

Connect Measurement & Planning

#1 Perform Your Social Audit


A Comprehensive Look Before Anything Else

#SocialAnalytics


3 Key Ingredients of a Solid Audit

• Conversation audit• Channel audit• Content audit

#SocialAnalytics


Puma Example - Insights From Audit

#SocialAnalytics


REI Example - #stoke

#SocialAnalytics


Choose Your KPI’s Wisely

#SocialAnalytics

#2 Analyze as You Execute


Building Data into the Workflow

#SocialAnalytics

Daily Weekly Monthly Quarterly

Conversation Audit X

Competitive Analysis X X

Campaign Report X X

Cross-Channel Report X X


Arizona State University Online

#SocialAnalytics

UMUC

WGU

SNHU

Positive Neutral NegativeTwitter

41%

Blogs 5%

News 52%

Forums 2%

2/1 2/6 2/11 2/16 2/21 2/260

50

100

150

200

250ASU GCU SNHU DeVryPenn WGU UoPX Kaplan

Com

petit

ors


Staying Culturally Awake

#SocialAnalytics


Real Time Marketing Gone Wrong

#3 Measure Results


Keys to The Measurement Phase

#SocialAnalytics

From objectives to activities

Clear KPIs with context

Cross-channel / cross-media

Campaign & channel


How Far Has the Needle Moved?

Seahawks42%

Broncos47%

49ers11%

Game Day Tweets“Broncos” vs. “Seahawks” vs. “49ers”

Seahawks48%

Broncos34%

49ers17%

Game Day Tweets“#Broncos” vs. “#Seahawks” vs. “#49ers”

Seahawks49%

Broncos31%

49ers20%

Game Day Tweets“@Broncos” vs. “@Seahawks” vs. “@49ers


Competitive Analysis

Jan 6 – Feb 2 Original Tweets Retweeted ResponsesTotal Tweets

Sent@Broncos 676 58 8 742

@49ers 490 36 3 529

@Seahawks 1,136 880 3,177 5,193

7,467 Retweets, 3,563 Favorites, 5.0M Impressions


Competitive Analysis

Top Content (@Broncos)


Top Content (@49ers)





Why vs. What Happened

#SocialAnalytics

#4 Apply Data-Driven Learnings


Implement Lessons + Simplify Goals

#SocialAnalytics


You Can’t Do One Without the Other

#SocialAnalytics

2014 20150

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

+471%

YouTube Views

2014 20150

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000+78%

Online Mentions

2014 20150

2,000

4,000

6,000

8,000

10,000

12,000

14,000 +60%

#Empowering Mentions

2014 20150

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

+297%

Twitter Engage-

ment


Figure Out Where to Focus

#SocialAnalytics

#5 Connect Measurement & Planning


The Common Bond

#SocialAnalytics


Questions to Before You Collect Data

#SocialAnalytics

Planning Questions

Who is my target audience? Which kind of messaging should I use to reach my audience? Where should I focus my investment by channel, media, tactics?

Measurement Questions

What are the business outcomes I am driving towards? Which KPIs will be the most actionable? How will I give my KPIs context and meaning?


An Informed Editorial Calendar

#SocialAnalytics


Into the Future

#SocialAnalytics

Marketing Product Development Customer ServiceExecutive Team

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Take Aways


Complete Analysis -> Data Enlightenment

#SocialAnalytics


Where Social Analysis Fits

#SocialAnalytics

- Analyze The Market- Define Strategy

- Monitor & Respond- Publish & Promote Content

- Measure Performance- Optimize Tactics

5 Essential Steps for Complete Social Analysis

#1

#2

#3

#4

#5

Perform Your Social Audit

Analyze as You Execute

Measure Results

Apply Data-Driven Learnings

Connect Measurement & Planning


What Is Social Analytics?

Marketers often miss an opportunity to both plan and strengthensocial efforts. In our What Is Social Analytics? paper, we define social analytics, explain how it fits into the social marketing process, and list the components needed to develop an analytics-fueled social media strategy. Download this white paper now to learn: • The theory and practice of social analytics• How planning and measurement both fuel social strategies• Which analyses make up social planning and optimization• What to focus on during your analysis

http://get.simplymeasured.com/2015-03-complete-analysis.html




About Simply Measured

Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.

#SocialAnalytics

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Thank You

The 5 Essentials of Social Analysis

Data & Analytics

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