gilligan's guide to analysts as community managers' best friends
DESCRIPTION
Tim Wilson's Boston eMetrics 2012 presentation of tips and approaches that enable analysts to be highly effective and highly valued through the multi-faceted ways they support their community managers. This presentation is also available on YouTube (with voiceover) at: http://youtu.be/4kW5J8dj46kTRANSCRIPT
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The Community Manager’s Best Friend: You
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Gilligan onan Island
Gilligan onData
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TECHNOLOGYRETAILCPG
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We are a digital optimization agency.
Our team helps you align quickly, test faster, fail faster, learn faster, decide faster and change faster.
We get you clearheaded
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‣ Well-intentioned and earnest
‣ Likable
‣ Open to feedback
Community Manager
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The Analyst ‣ Multi-faceted
‣ Supporting the star of the show
‣ Key to delivering great ratings!
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@tgwilson / gilliganondata.com
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The start of our3-hourtour…
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The start of our30-minutetour…
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What does “social media analytics” even mean?
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DataRTs
Virality
Listening
MonitoringROIMetrics
Facebook Insights
Sentiment Analysis
Influence
Klout Score
Dashboards
Big Data
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@tgwilson / gilliganondata.com
AnalyticsPerformance measurement, analysis, optimization
Monitoring and ModeratingFacebook posts, tweets by the brand, uploaded YouTube videos
Listening (and Learning)Brand mentions, trending topics among target consumers
There are many different uses for the
data.
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There are sooooo many tools!
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Channel-Provided Data
Social Relationship Management (SRM) Tools
Online Listening Platforms
Site-Side Analytics
“Influencer” Calculators
Facebook Insights, YouTube Analytics
Platform APIs: PageLever, Prosodic, Twitalyzer, TweetReach, Repinly, ...
Vitrue , BuddyMedia, Context Optional, Shoutlet, Hootsuite, …
Radian6, SM2, Sysomos, Syncapse, …
Adobiture, Google Analytics, Coremetrics, Webtrends, ForeSee, OpinionLab, …
Klout, PeerIndex, …
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Analytics
Monitoring and Moderating
Listening (and Learning)
Channel-Provided Data
Social Relationship Management (SRM) Tools
Online Listening Platforms
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What data do we want?Will it really be actionable?
Is this data “available?”No tool can violate the physics of the internet
Do we already have a tool that will work?The grass is always greener…
What tools are others using for this?Beth Kanter, John Lovett, Twitter, Forrester…
Quick trial of the most promising tool(s)Be wary of “we don’t offer a free trial”
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The ROI of Social Media
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What do we want to accomplish?
How will we know if we’ve done that?
Two Magic Questions
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Gaining Exposure
Fostering Dialogue
Facilitating Support
Promoting Advocacy
Generating Interaction
Spurring Innovation
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But I have to show business value!
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Increase the reach of the XXXX brand
Promote advocacy of the
XXXX brand
Foster dialogue with consumers
Increase XXXX sales
Social Media Objectives
Business Outcomes
Expose target consumers who are not current
customers to the brand
Increase XXXX exposure through consumers’ social
graphs
Increase loyalty to the XXXX brand for customers (by
facilitating advocacy)
Increase brand affinity for XXXX
XXXX included in consideration set for
<category> purchases
Causal Modeling
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@tgwilson / gilliganondata.com
Analysis and Optimization
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Community Manager’s Question
Translate to a Testable Hypothesis
Determine How Best to Test
Conduct the Test / Analysis
Deliver (and Apply) the Results
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‣ How often should we post?
‣ What days of the week are most / least
effective?
‣ What times of day are most/least effective?
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‣ How often should I post/tweet?
‣ When should I post/tweet (time of day / day of week)?
‣ What type of posts/tweets are most effective (videos, links, questions)?
‣ How do proactive (planned) vs. reactive (response) posts/tweets work
differently?
‣ How is paid (social) media affecting my ability to “organically” reach
consumers?
‣ …
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Friends don’t let friends…
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Analysts don’t let Community Managers…
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…obsess about automatedsentiment analysis
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…obsess about automatedsentiment analysis
“Positive” Tweets
‣ “goodbye to working as a cashier at <the retailer> to working in the bakery at <a competitor> #whatilovetodo #excited #cantwaittostart”
‣ “amazing rainbow at<the retailer>
instagr.am/p/O4JUXxXxXx/”
‣ “So happy tomorrow is my last day at <the retailer>”
“Negative” Tweets
‣ “My mom says we dont have money but yet shes at
<the retailer>… Thats bullshit”
‣ “When people give away <coupons for the retailer>
<<<< idiots”
‣ “Hate the shirt I’m wearing, going to attempt a blitz shopping trip to <the
retailer> before school. Wish me luck!”
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Automated sentiment analysis IS a useful way
to filter
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Analysts don’t let Community Managers…
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…obsess about finding “influencers”
“We’re going to shoot a viral video.”
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…obsess about finding “influencers”
“We’re going to roll out a new CRM platform that will enable 1-to-1 marketing!!!”
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…obsess about finding “influencers”
“We’re going to pay a company to dramatically boost our search rankings.”
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…obsess about finding “influencers”
“We’re going to identify ‘influencers’ whose endorsements of our brand will drive members of their social
graph to buy, buy, BUY!!!”
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Klout is a useful way to gauge “high” vs. “low”
social activity
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Best Friends:
‣ Build and maintain
a strong
relationship
‣ Have a high level of
mutual trust and
respect
‣ Support each other
through
collaboration
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thanks