Digital Insights & Analytics

1. Digital Insights and AnalyticsMeasuring What MattersApril 2011

2. The Digital Consumer has changedTrust in media, business and government continues to decline

3. The Era of AttentionomicsContent is infinite, but your attention is finite

4. Attention is now the online currency

5. Never been easier (or cheaper) to publish content

6. Content decayAttentionomics: Twitter Data92.4% of all retweets happen within the first hour of the original tweet being published

7. 1.63% of retweets happen in the second hour

8. 0.94% take place in the third hourAttentionomics: YouTube DataA video on YouTube gets 50% of its views in the first 6 days it is on the site

9. After 20 days, a YouTube video has had 75% of its total view

10. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its viewsAttentionomics: Facebook DataEdgerank algorithm determines what content users will see from the pages they “like”

11. Sparked the “Science of Timing” movement, an analysis of the timing for when to post your emails, social media updates, and blog posts to maximizeINFINITECHOICES

12. 3 Focus Areas (SoLoMo)

13. Why? Fish Where the Fish Are!Average user has 130 friends on Facebook

14. Average user sends 8 friend requests per month

15. Average user spends an average 15 hours and 33 minutes on Facebook per month

16. Average user visits the site 40 times per month

17. Average user spends an 23 minutes (23:20 to be precise) on each visit

18. Average user is connected to 80 community pages, groups and events

19. Average user creates 90 pieces of content each month

20. 200 million people access Facebook via a mobile device each day

21. More than 30 billion pieces of content are shared each day

22. Users that access Facebook on mobile devices are twice as active on Facebook compared to non-mobile users

23. Facebook generates 770 billion page views per month Understand Your Audience

24. Understand Your Audience

25. Social Listening FrameworkSocial listening programs start by discovering data, synthesizing it into findings, segmenting / prioritizing, and shepherding insights internally to key company functional areas. Discover - Harvest relevant social dataAnalyze - Separate signal from noiseSegment - Segment social data by business function and/or defined categoriesStrategize & Integrate – Make listening outputs a regular input that informs the strategic planning process Execute – Informed action based on insights from strategic listening

26. Social Listening MethodologyAudience insightsSocialIntelligence

27. Social Listening Platform Types

28. Social Listening LandscapeHundreds of platforms to choose from, offering both the same and in cases very different products and services.

29. Social Listening UsesMonitoring and listening is a critical component of Social Business

30. Social Listening Examples - EnterpriseGatoradeDell Monitoring ~22k conversations per day

31. 11 Languages

32. Information used for both CRM and advertising-related measures

33. Data can be segmented based on topics of conversation, trends, geography, and language

34. Partnership with Radian6Full article: http://www.clickz.com/clickz/news/1931078/dells-social-media-listening-command-center-breakdown Tracking terms relating to their brand, competitors, as well as its athletes and sports nutrition-related topics

35. Runs detailed sentiment analysis around key topics and product and campaign launches

36. Partnership with Radian6 and IBM ConsultingFull article: http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

37. Social Listening Best PracticesListening Strategy

38. Learning Agenda

39. Target AudienceSocial Media Monitoring and Listening Tips Listen before you begin any social media initiative to understand the capabilities of your audience and what their needs and issues are

40. Listening means MUCH more than monitoring mentions of your company, brand, product name(s)

41. Listening relies on a combination of leading tools and platforms, but the real value is dependent on the quality of the data coming in and the quality of the analyst

42. Establish strategic listening posts, not as a one time effort, but as an ongoing strategic listening program (Don’t turn off the insights fire hose!)

43. Online listening can positively impact many different business functions across the organization, not limited to marketing and advertising campaign improvements

44. Resource: Social Media Monitoring Tools Wiki - http://wiki.kenburbary.com11

45. Social InfluencersSocial influence is the ability to drive action

46. Social InfluencersSegmenting social users has created an entire ecosystem of influencer analysis tools

47. Social Influence ScoringTarget “relative influence”. Avoid relying solely on quantitative metrics.

48. Web Analytics 2.0Set specific goals!

49. Facebook Analytics – on FBCommon MetricsPage views/Tab Views

50. External Referrers

51. Interactions (Post Feedback)

52. Active UsersFacebook Analytics – via PluginsLike Button analyticsComment Box analyticsDemographics

53. Facebook Analytics – via PluginsShare analyticsSocial plugins are an important and growing source of traffic (and they don’t require a FB brand page)

54. Twitter AnalyticsThere is a rich ecosystem of standalone Twitter analytics tools

55. Social Analytics – Tracking “Engagement”Link your web analytics and social data analytics together

56. Tracks off-site engagement

57. Discovers influencers and fans

58. Drill down into major social platforms to discover content consumption trendsOff-site engagement represents the majority of time / attention your content receives

59. Social Tools Directory - @oneforty

60. The Social Gaming Era has begun Browser-based games that have social integration element

61. Played in short bursts (minutes vs. hours)

62. Interactions with friends and family

63. 1 in 5 U.S. Internet users play social games each month

64. 68% of social gamers play every day

65. 46% of Facebook members spend 54% of their time there on social games (270mm)Social Gaming FactsAge: 29-4854% female/46% male56% married63% have kids

66. Social Gaming Facts Online social gaming is estimated to be a $6 billion business by 2013

67. Pet Society already sells more virtual goods than eBay sells goods (90million per day)

68. Zynga is an estimated $1 billion business; 90% of their revenue comes from virtual goods

69. 29% of U.S. social gamers put real $ into gamesSocial Gaming Facts Farmville has a bigger audience than Dancing with the Stars and American Idol combined

70. 50 million members with 15 million playing daily for average of 68 minutes

71. Cityville was launched in December, 2010.

72. 290,000 players in first 24hrs after launch with no marketing

73. 3 weeks later it was the number 1 game with 61 million players Ken Burbary586-216-7931ken.burbary@digitas.com@kenburbaryhttp://www.digitas.comhttp://www.kenburbary.com

Digital Insights & Analytics

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