Transforming Social Media Data into Actionable Business ...

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Transforming Social Media Data into Actionable Business ...

Transforming Social

Media Data into

Actionable Business

Intelligence

Social Media World Forum

Olympia, London 2011

Patrick Massey

Senior Director – Strategy & Insight


I have grown up mostly digital.


I have used research for 20 years


Strategy & Insight

Social Media content

Social Media monitoring tools

Community and co-creation


We all know social is big.


What’s the ROI of social media

“At its broadest

sense the right

notion. But it’s the

wrong question. You

may as well as

what’s the ROI of

putting your

underpants on every

day”

Scott Monty, Ford


Image representing change

But how brands think

about data insight is changing


Standing the test of time

“Whether delivering

information, opinions,

perspectives, dissenting

arguments or humorous

asides, the human voice

is typically open, natural,

uncontrived”


Gartner: Digital Marketing: The Critical Trek for

Multichannel Campaign Management; Feb 2011

FROM

TO

Outbound comms

Engagement

Information

Conversation

Interruption

Interaction

Annoyance

Entertainment

Advertising

Content

Targeting

Collaboration


The questions we are asked

How should

we blog

Should we

use

Twitter

2008 / 2009 – The

“What”

What can

we learn

from

social

media


Using social media conversations for

business insight


Data analysis as a cultural phenomenon


Data analysis as a cultural phenomenon


Data analysis as a cultural phenomenon


Analysis examples


DELETED IN CONFIDENCE


This kind of analysis allows

you …

…to see if people are talking about your brand at all

..to see the impact of new products & services

…to see where people are talking about you

…to understand what is annoying people so much

they need to share it with others

…to know what they love about you

…to measure the effectiveness of your campaigns

…to optimise your SEO

… to identify those people who are influencing

others (good or bad)

… to see what ideas they come up with


Successful analysis


7 steps to using social media for business insight

1: Involve other parts of your

organisation

1. Involve others parts of your organisation

2. Get hold of a decent SM monitoring tool

3. Start simply. Focus on what they are saying about your brand

4. Identify your influencers are ensure they are part of your social media strategy

5. Only then, look at what people are saying about competitors

6. Only then, look at what people are saying in your industry

7. Track, report and refine; keep outputs rich, linked to other data, interesting and relevant


2: Get hold of the right SM

monitoring tool


3: Start simply. Focus on what they

are saying about your brand


4: Identify your influencers. Ensure they

are part of your social media strategy from

Day 1


5: Only then look at what people are

saying about your competitors


6: Only then look at what people are

saying in your industry


7: Track, report and refine; keep outputs rich,

interesting and relevant


There will be further challenges

Let the business drive the analysis not the

technology

Be prepared for unwieldy data sets

Devote sufficient resources to the analysis

Link social data to other sources e.g. media

plans

Be prepared to use other methods


A final message


Social is just one lens through which to

measure, analyse, understand & act


Thank you

Patrick Massey

Senior Director – Strategy & Insight

patrick.massey@alterian.com

London, 2011

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