using social and digital analytics to build a competitive advantage
DESCRIPTION
During a recent presentation to the Triangle American Marketing Association chapter, Chuck Hemann, Group Director of Analytics, talked about 10 trends in digital and social analytics that can help businesses build a competitive advantage. The presentation offers some trends we are seeing as an agency across the broader media landscape, and then delves into the trends in online research.TRANSCRIPT
Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business
Triangle AMA (@TriangleAMA)
August 15, 2013
Chuck Hemann, Group Director, Analytics at WCG
@ChuckHemann
Contents are proprietary and confidential.
Contents are proprietary and confidential.
The communications landscape is changing…
Four Drivers of Change
Newsflow• Blogs and twitter drive 2/3 of flow• Five drivers of newsflow• Mainstream media news cycles driven
by average of 5 people• Online content cycles driven by <50
people
Human Behavior• We are only snowflakes to our parents• We all follow patterns• Influencers (top 50) typically source
from no more than 4-5 people• Who are the top sources?
Media Consumption Patterns• I read what I want, where I want• Social channels are becoming the new
“third place”
The Social Footprint• easy to see where content is shared
and with whom• Preferred words are clear• Content needs are clear
Four Drivers of Change
@TriangleAMA // @chuckhemann on Twitter
What the C-Suite Realizes Today…
Reputation Customers
shape reputations with or without company help
Budget50% of marketing budget is digital today for leading companies, 70%
in a few years
IssuesYou can identify
problems days/weeks
before the world is fully aware
EmployeesRecruitment and
retention happens 365 days/year and includes
involvement in brand activities
CustomersCustomer
support is integral to brand
reputation – irrespective of
channel
InnovationThe best ideas
are from crowds of smart people inside or outside your company
Money WordsWhich words drive sales,
behavior and how am I leveraging them across my
brand?
SearchIf search is becoming a
decision engine, what decisions
am I helping with?
@TriangleAMA // @chuckhemann on Twitter
It is harder than ever to build a big, disruptive ad campaign
Think like a publisher, focus on agile creative, content curation and right engagement
@TriangleAMA // @chuckhemann on Twitter
Buying Big Blocks of Media lacks Market Agility
Media plans must be dynamic/able to shift in real-time to market demand
@TriangleAMA // @chuckhemann on Twitter
A website is just ONE channel
Consumers are not “driven” somewhere. Brands must reach customers exactly where they are, when they are there.
@TriangleAMA // @chuckhemann on Twitter
Attention spans have changed forever
Consumers focus on the headline, image, and highlighted data point only. Nobody reads anymore. It’s more important to tell a fast and visual story than to get a full feature news article.
@TriangleAMA // @chuckhemann on Twitter
Building Share of Conversation is more important than brief News Cycle
Popular conversations, videos, or images are spawned and shared across the internet, have greater reach and influence
than the original news cycle.
@TriangleAMA // @chuckhemann on Twitter
Real Time research provides better information
We can get better information by observing and asking consumers their opinion right now, based on the exact city
they live in, and the exact interests they have, and the places they hangout online.
@TriangleAMA // @chuckhemann on Twitter
How is Research Changing to Meet the New Communications Landscape? 10 Trends in Digital Analytics
@TriangleAMA // @chuckhemann on Twitter
Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
@TriangleAMA // @chuckhemann on Twitter
#1 – (Tool) Buyer Beware
Social Media ListeningSocial Media Engagement
Influencer AnalysisAudience AnalysisContent AnalysisSearch Analytics
“”@TriangleAMA // @chuckhemann on Twitter
Hundreds of Available Tools with no Clear Link… Yet
@TriangleAMA // @chuckhemann on Twitter
#2 – Two Clear Listening Models Emerging
Listening for program planning and listening for
content development“ ”@TriangleAMA // @chuckhemann on Twitter
• What are people saying about your brand
• Where people are talking about your brand
• When people are talking about your brand
• Who is talking about your brand
• Why people are talking about your brand
Taking a Step Back to Set Proper Goals
@TriangleAMA // @chuckhemann on Twitter
Listening to Develop Content in Real-Time
Photo credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi
@TriangleAMA // @chuckhemann on Twitter
#3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party
Digital data’s value extends well beyond its applications
for public relations and marketing“ ”
@TriangleAMA // @chuckhemann on Twitter
• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those insights
• In practice, much more difficult to execute at large companies
• Requires central source for listening with organization
Making Social Data Work Outside of PR/Marketing
@TriangleAMA // @chuckhemann on Twitter
Social Customer Service is an Emerging Approach
• Shift in importance away from traditional customer service channels toward social media, smartphones and internet sites
• 79% of respondents in the survey cited the immediacy of interactive channels in their preference
• 46% cited those interactive channels as the most efficient communication method
• Listening to conversations for customer service requires dedicated team, technologies, measurement techniques and processes
@TriangleAMA // @chuckhemann on Twitter
Samsung and Delta are Two Strong Case Studies
@TriangleAMA // @chuckhemann on Twitter
#4 – We Drop “Social” from Social CRM
CRM platforms evolve to incorporate social data more
easily therefore eliminating the need to keep using social in
front of CRM“
”@TriangleAMA // @chuckhemann on Twitter
The Good News is Current Systems are Evolving…Slowly
@TriangleAMA // @chuckhemann on Twitter
#5 – Companies Begin to Hire Internal Resources
Digital analytics professionals are becoming more prevalent as organizations realize the
power of this data. “ ”@TriangleAMA // @chuckhemann on Twitter
Four Components of an Internal Capability
#6 – Command Centers are Valuable… Kind of
Command centers are valuable internal tools that
rally the organization around the idea of social
media/listening to customers“
”@TriangleAMA // @chuckhemann on Twitter
Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends
@TriangleAMA // @chuckhemann on Twitter
Intel Has Developed a Social Cockpit…
@TriangleAMA // @chuckhemann on Twitter
#7 – Measurement Finally Becomes Integrated
Communications has been working to break down silos for years. It’s time to do the
same in measurement “ ”@TriangleAMA // @chuckhemann on Twitter
Timely Intelligence Timely Decisions
Daily:Media flow, news synopses, topline opinions
Weekly:KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Monthly:KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Hourly:Competitive alerts and crisis management
Quarterly:KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Annually:Business and comms planning, long-range strategy, KPI assessment and goal setting
@TriangleAMA // @chuckhemann on Twitter
The New ERA Measurement ApproachWhat we are Measuring Example Metrics
EngagementAre consumers taking action to indicate they are on board and sharing with their personal networks?
• Likes• Comments• Inbound Links• Retweets• Shares• Database registrations
ReachHow many consumers did we reach, multiplied by how many times did we reach them, during the last 30 days?
• FB post impressions• Tweets x Followers • Paid digital impressions• Video views• Blog post UVMs• Website visits• Share of Attention
AudienceWhat is the size of our Audience that we are building to communicate with in the future?
• Fans• Followers• Subscribers
Cost Avoidance
How is our social engagement allowing us to reach people without buying paid media inventory?
• Media value of social impressions and views
Learnings What did we learn that can be applied to future effectiveness?
• Social Poll results • Qualitative feedback
@TriangleAMA // @chuckhemann on Twitter
Measurement Approach - Sample
Demonstrating business
value
Driving awareness
Building share of conversation around topics that the public cares about
Ensuring outbound messages are receiving pickup
CommunicationsMarket Share
Index
@TriangleAMA // @chuckhemann on Twitter
AUG SEPT OCTPERFORMANCE
SCORE
AUDIENCE
100 Twitter followers 500 550 500
News Center page views 20,000 20,000 20,000
News reach 500,000 500,000 500,000
ENGAGEMENT
80
Twitter retweets 130 90 155
Twitter replies 60 85 150
News Center tweets 100 125 100
News Center likes 500 400 500
News Center shares 200 150 250
YouTube likes 0 0 0
YouTube shares 0 0 0
REACH
100 Twitter 92,000 86,000 100,000
News Center 16,092,042 15,250,004 26,841,569
YouTube 0 0 0
SHARE OF CONVERSATION
20% 25% 30% 95
TEAM INDEX SCORE DMA INDEX SCORE
100 100
# OF POSTS TOTALTwitter 200 200 200 600
News Center 30 40 40 110
sample performance scorecard
@TriangleAMA // @chuckhemann on Twitter
#8 – Analytics goes hyper-local
As marketing programs are built to reach people in specific geographies,
analytics tools will need to be built to keep up
“”
@TriangleAMA // @chuckhemann on Twitter
Track conversation by zip code, town, store
@TriangleAMA // @chuckhemann on Twitter
#9 – Forensic Analytics Becomes a Critical Capability Within Companies
@TriangleAMA // @chuckhemann on Twitter
Decoding Audience Correlations
Universe of conversation the brand cares about.
A. Mountain Biking
B. HipHopC. Men (18-24)D. Skating
Top Attributes(as many as
relevant)
HipHop(Primary Attribute)
Correlated Attributes(f/ brand Universe)
Topics Correlation to HipHop
Basketball 91.56
Skating 78.19
Rock Music 57.54
Urban Fashion 41.89
Surfing 11.34
3 Different Lunch Tables with HipHop as the Primary Attribute
HipHopBasketballEtc.
HipHopSkatingEtc.
HipHopRock MusicEtc.
ALL online conversation
Brand Filters
@TriangleAMA // @chuckhemann on Twitter
Lunch Table Audience Segmentation (dummy data)
Primary Attribute: HipHop MusicAlso Passionate About: NBA Basketball, Skating, Nightlife, Video GamesConsumption Moments: Leisure, PartyingDemographic Attributes: M28-24Additional Insights: B.O.B. + Drake are faves
A
Primary Attribute: Pick Me Up JunkiesAlso Passionate About: Hiphop, Alternative Rock, Snowboarding, Monster, 5-HourConsumption Moments: Studying, LeisureDemographic Attributes: West coastAdditional Insights: <3 Free Music Downloads
B
Primary Attribute: Mountain BikingAlso Passionate About: Winter sports, NFL, Pearl JamConsumption Moments: Driving, WorkingDemographic Attributes: Men (all ages)Additional Insights: Bike Brands Super Important
C
Primary Attribute: High PerformanceAlso Passionate About: Record-Setting Performances, Motor Sports, SpeedConsumption Moments: Sports, WorkingDemographic Attributes: NAAdditional Insights: Diss on Organized Racing
D
@TriangleAMA // @chuckhemann on Twitter
#10 – Influencer Analysis is not Synonymous with Klout
The current suite of influencer solutions do not fully capture
how influential a person is online“ ”
@TriangleAMA // @chuckhemann on Twitter
The Current Influencer Tools are not the Devil, but Don’t Accurately Gauge Influence Either
@TriangleAMA // @chuckhemann on Twitter
<50 People Drive Share of Conversation Online
• Have complete clarity into who influences your world, and how to reach them with your content.
Thousands of key
phrases.
Millions of webpages.
100+ Metrics.
Hundreds of Outlets.
50 Top Influencers.
@TriangleAMA // @chuckhemann on Twitter
Where did this come from (aside from client work)?
Currently available on Amazon.com - http://amzn.to/UF4qKj
@TriangleAMA // @chuckhemann on Twitter