PRESENTED TO: Seattle Interactive Conference 2013

Social Analytics: Why You Need More Than “Likes”

Page Sands, VP – Social & Digital Marketing

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Agenda SIC

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• Social marketing today • The limitations of social properties

• A new perspective on what to measure

• The value of testing and optimization

• How to use paid amplification to boost content

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Social analytics don’t have to cause anxiety. SIC

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Social marketers are miracle workers!SIC

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• Generate awareness and buzz • Produce and convert leads

• Foster satisfied, loyal customers

….with a steady stream of compelling, targeted content

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…on limited channels

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Social Marketing Today

Channels Content goes in… …Metrics go out

Followers, retweets

Fans, likes, comments, shares

Likes, comments, shares

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Fans & followers already know you…..SIC

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• Reaching new customers on social channels is difficult

• The decision to buy isn’t necessarily formed on your social channels

• Social channels are not an efficient lead generation tactic

• Limited reach and visibility of social content

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• Social properties are a loyalty platform

• Uniquely suited for a variety of goals ranging from increasing customer satisfaction to encouraging loyalty

• Promotional content or content that highlights features/benefits might fail

• Instead, show current customers how to maximize the value of their purchase [Customer Satisfaction & Retention]

• Let’s focus on the right tools for the job

Fans & followers already know you…..

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• Social networking is a behavior

• When evaluating considered products, humans tend to consult with peers during the decision-making process

• Consideration behavior happens in the 3rd party blogs and forums known as communities of interest (COIs)

• This is where brands are openly discussed and products and alternatives are evaluated 24/7

• With this perspective, marketers can develop the right content and determine where it should go and why with great precision

Why—and how to—measure unowned channels?

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Measure results across your entire social ecosystem

Distribute and promote content across multiple channels to guide decision-making behavior at different stages of the customer lifecycle

Peer Networks & Communities of Interest

Product guidesRecommendations Reviews & RatingsTop Ten BenefitsReasons to Buy

Social Properties

Offers & PromotionsService & SupportUnboxing VideosProduct Updates

News & Announcement

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Measure results across your entire social ecosystemSIC

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For your social efforts to succeed, you must be able to answer the following questions.

1. What are the communities where my audience makes purchasing decisions?2. Is my brand delivering on its value prop?3. What are the conversation topics involving my brand?4. Are my customers satisfied? 5. Which campaigns/channels are converting?6. How are the social channels performing against other tactics?7. How is the content performing on my social channels?8. What is the impact of my social/content efforts on my web site?9. ?

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What are the communities where my audience makes purchasing decisions?

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• Listening & monitoring• Where are my customers?

• Keyword alerts• Search

• Where are potential customers• Access Points

• Data collection • Alexa & Quantcast • Inbound links • PageRank • Frequency & relevance of conversation

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What are the discussion topics & why do they matter? SIC

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• Inform all areas of the business from search to product development to customer service teams

• Develop insight into audience motivators and triggers

• Understand the volume of conversation around your brand relative to the competition

• Determine what’s driving the conversation

• Understand the topics and sentiment

• Identify metrics that matter • Positive/Negative/Neutral sentiment• By topic

Custodian of the social data

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What are the discussion topics and why do they matter? SIC

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Why you need a dashboardSIC

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Why you need a dashboard

Confidential 11/4/2013

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