Skyfollow Consulting Group Social Media Sensing Improves Your Strategy Introduction to Social Media Analytics
Chris Rigatuso, Anand Nagarajan SCG Analytics info@skyfollow.com
Mission Statement
Design, Execute and Measure Social Media Campaigns for Strategic Goals Visualize Strategy & Execute Against Metrics
What is Social Media? The digital content on various websites and internet applications created by individuals for individuals that is publicly viewable. Eg: Twitter, Linkedin, Digg, Facebook, Forums, Msg Boards, etc‌
What are Analytics? Analytics
Analytics Facets
Methods with tools & data sets that allow the visualization, numerical performance metrics and strategic decisions
Data Selection Data Cleansing Data Format Translation Model Design Report and Dashboard Design
Right Data, Right Decisions
Why is it HARD?
Text Comments Links Images Videos Ratings Votes Polls
How do you tackle this mess and make good progress? What skills are missing?
How do customers inform each other using Social Media? Do you measure their effects? Why have a campaign that ignores those effects?
Do you see why this is Non-linear?
Social Media Sensing Your Benefits are the results from Decisions and Actions One time, short term or ongoing
You will be able to 1. See holes and opportunities 2. Know where to focus 3. Formulate correct strategy 4. Know what to say and on which media 5. Find problems with competitors to exploit 6. Know best topics on which to commit or avoid 7. Know most influential bloggers and leaders who are visible 8. Drill down to most relevant articles by various criteria
Revenue Models Forecasting Cash Flow Models Investors Pres
Visualize Market Research
Strategy
Competitive Landscape
Creative Animation Visualize Differentiation
Story Creation PR Strategy Evaluation
Reduce Sales Cycles Enhance Comprehension
Segmentation Pricing Customer Portfolio
The Core Marketing Strategy & Measurement Media Contextual Social PPC
Video Distribution Tagging for External Engagement
Interlocking Loyalty Drivers Referrals
Synergy
Optimize System Lock-in Preference Loyalty
Refining Competitive Intelligence
Define Self-service Training For low Customer Acquisition Cost
Expand Sales Training & vehicles Evaluate & Engage Strategic Partners
Synergies Rule: From Story, Positioning, Strategy, Visualization, Content and Analytics
The Problem is not Lack of Data, its Actionable Analytics This requires judgment, data quality, transformation, tools selection and usage and marketing strategy experience.
Project Start Products Competitors Desires Complaints
Strategic Stakeholders Interviews Brainstorming
Strategy Combinations Load all Terms Ranks for Analytics Depth
Proprietary Tools And Techniques And Planning
Collection Accumulate Validate Compare Extract
Tool Sophistication Data Analysis
Findings Influencers Customers Competitors Risks Opportunities
Domain + Data + Strategy Experience
Hard Questions •
What should we be doing now in Social Media?
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What benefits can we achieve in Short Term ?
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What is it Worth ?
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How can we measure ROI ?
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Does it only pertain to Marketing ?
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If we are Listening, how do we measure value?
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Who needs to champion and support the initiative?
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What skills are necessary for the whole process?
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Are there industry best practices?
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How should we pick the team and consulting firm?
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How do we avoid wasting time and effort?
People move you Up - Not Tools 3. Social Media Sensing: Analyzing the Right Information for the Right Goal, with the willingness and capability to act on decisions throughout the organization 2. Social Media Listening: Finding customers, and influencers and organizing their conversations
1. Social Media Monitoring: Finding data and filling up tools and reports to see the noise
More Benefits: Dramatic Time Compression for Strategic Advantage Projects
Burdens Before
Now with SCG
$ Value Improvement
Market Research
Man months Manual statistics
Days, weeks < 3
Meet Market window deadlines
PR/Media planning
Limited scope Selected pubs Manual selection Manual metrics
Days, weeks < 3
Meet competitive visibility goals
Competitive Intelligence
Published research Paid to test products Convenience sample
Days, weeks < 3
Compare reactions, popularity, sharing and penetration of other firms.
Product Mgmt, focus groups, surveys
Best customers before may be worst now with negative CLV calculations complete
Dynamically segment existing and potential customers without permission and selection bias
Discover new segments Avoid losses on existing segments Discover unmet needs $X per segment
Start with People ď&#x192; Navigate Social Network ď&#x192; Customers I Interest & Incentive
T
E
Transactions
Interaction & Engagement
S Structure Links & Pathways
C
B Content
Behavior Actions
How do you leverage your Social Graph? How could you?
Sample Customer Case Studies •
Product Management: Handset Mfg: measuring customer loyalty models of smartphones, problems, opportunities and competitive features and functions
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Legal Support: Online Ticketing mega merger: measuring trends in sentiment, behavior, brand reputation, trust and reaction to legal proceedings, price fixing and controlling access to ticket inventory
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PR Strategy: Iphone Apps: competitors use of media, volume, topics to inform launch strategy, competitive weaknesses, and leverage PR techniques
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Marketing and Partner Strategy: Open Source database: competitors use of bloggers and conflicts of interest and affiliations across the industry
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E-commerce: Online Insurance: competitors use of keywords for tracking issues for positioning new insurance products online, SEO strategy. Forecasting potential volume and engagement
Ranking Pain Points: Billing is a Hotter Topic
Revealing Influence and Motivation Which Bloggers have Conflicts? How Influential are they?
We Customize dashboards to tell Your story for Your Goals Awareness per channel
Cost per channel
Sales per channel
ROI per channel
Recognize Strategy as Process Plan for Feedback Loops to Reveal and Leverage New Truths Improve Competitive Position
Incentivize New Online Behaviours
User Behaviours include Actions Creating: User Generated Content Messages aligned to Brand Promise? Promise? Results reflect Brand Promise Goals? Goals?
Leverage New Online Channels
LISTEN Usage, attitudes, beliefs LEARN Opportunities, Threats, Risks ADAPT Product, Process, People OPTIMIZATION ADAPTS ROI
Reasons to Partner with SCG • Analytics Depth in Marketing performance data. Statistics, Dashboards, Decisions. Not limited to marketing metrics. • Analytics data sources and dashboard or reporting views are customized to your needs, your decision style • Technical Depth in using tools, sources, APIs and databases where needed • Creative Power. Visual. Strategic. • Theoretical Foundations, Broad Research Access • Content Production. HD Video, Sound, Music, Animation • Practical experience, strong in facilitation, training; mature politically sensitive client engagement experience
SCG Partner Network •
Display and Ad Networks Mediahour.com Mediahour.com
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SEM & PPC Campaigns PPCassociates.com PPCassociates.com
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Multi-channel analytics and reporting customization and data source controls Adigami.com Adigami.com
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Marketing ROI and Sales strategy process & metrics. Lenskold.com Lenskold.com
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Search Engine Optimization and Web Analytics. AnalyticsPros.com AnalyticsPros.com
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Site Design User Experience E-commerce. Naviscent.com
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Brand Metrics. BrandMeaning.com BrandMeaning.com
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Brand Strategy. TotemBrands.com TotemBrands.com
Skyfollow Contact Chris Rigatuso
cr@skyfollow.com +1 (650) 274-1045
www.skyfollow.com
General inquiries
Info@skyfollow.com