london coi september 26th, 2011 - marshall sponder
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Challenges and Solutions
Marshall Sponder WebMetricsGuru.com
Smabook.com@webmetricsguru@smanalyticsbook
INSIGHTS INTO SOCIAL MEDIA ANALYTICS
9/26/11 COI, London, UK
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Determining your Social Analytics needs
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Challenges to Getting Social Media Analytics Right!
CH 7 #smabook
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indentify the right firms and platforms
(see chapter 3,7, 8, 10 of #smabook)
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Identify 4 types of platforms
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Full Service
Self Serve
Hybrid
Inte
rnal
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Identify your, or your clients Level of SMM Maturity
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First Level: Monitoring
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Second Level: Online Research
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Third Level: Social Targeting & Data Management
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Fourth Level: Social Business Collaboration
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Choosing the Best Platform in today’s SMM Market
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Analyst being paired with internal marketing PRproduces best results
What works Best?
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Employ people who know Social Analytics well
+ technical requirements
Plus
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Is all this work really worth
it?
Setting realistic time frames and costs for Social Analytics
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What can we do with these platforms?
Brand Analysis &
Brand Sentiment
International monitoring
Sentiment Analysis
Influencer
Identification
Market Research
+ -
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Platform Limitations
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Query Length size
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Poor
Geo-location
capabilities
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Little ability to segment and sub-segment data
(covered in CH 7 and CH 8)
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Little
Support
Language
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Little Data Consistency or interoperability
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Data is often bought from aggregators
For issues and limitations (read CH 10)
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Platforms are often unable to provide meaningful reports without a lot of extra manual work
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Future Plays?
Read CH 12
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Asking the Right Questions (CH 7)
Some platforms may be good for one purpose but not another, and too often not enough thought is given to the area of procurement of the right tools, technologies, procedures, and governance to enable successful reporting.
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Asking the Right Questions (CH 7)How many people will use the platform?
Will everyone have the time to maintain/update the platform?
Are the workstations and networks of your organization able to run the platform well enough to make the solution worthwhile?
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Asking the Right Questions (CH 7)Do you need a special type of setup to make the information valuable to your organization?
Usually need to set up Analytics Tools to match the way the data will be used -often fundamentally different than what most managers are prepared for, tends to end up being work intensive.
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Asking the Right Questions (CH 7)Are your support needs time critical? This may limit the locations (time zone wise) to UK or Central Europe)
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Using Real Time Data & Setting up Real Time Alerts
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Real Time News Feed at the COI
Many check in’s and tweets can be captured, Alerts set up
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In 6 hours I categorized about 20% of all UK Geo check ins from 4SQ
…fairly accurately!!
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EXAMPLE:
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EXAMPLE:
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EXAMPLE:
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EXAMPLE:
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EXAMPLE:
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What works with All of this?• Need to define closely the structures you want to have
in your reporting and analytics
• Need to define the metrics you want to work with and report on.
• Need to define the triggers (thresholds) that will allow you to decide when an event needs attention.
• Need to define the reporting cadence where alerts will go, and what the actions should be.
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QUESTIONS?
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Marshall SponderWebMetricsGuru INC.
www.smabook.comwww.webmetricsguru.com
[email protected]@webmetricsguru@smanalyticsbook
http://www.smabook.com
WebMetricsGuru INC.