SCG Social Media Analytics Introduction
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Skyfollow Consulting Group specializes in social media analytics to enhance strategic goals through effective campaign design and execution. The document emphasizes the importance of actionable analytics, organizational engagement, and continuous measurement to inform decision-making and optimize marketing strategies. It also outlines various services, case studies, and benefits of social media sensing, listening, and monitoring for businesses.
SCG Social Media Analytics Introduction
- 1. Skyfollow Consulting Group Social Media Sensing Improves Your Strategy Introduction to Social Media Analytics Chris Rigatuso, Anand Nagarajan SCG Analytics info@skyfollow.com
- 2. Mission Statement Design, Execute and Measure Social Media Campaigns for Strategic Goals Visualize Strategy & Execute Against Metrics
- 4. What is Social Media? The digital content on various websites and internet applications created by individuals for individuals that is publicly viewable. Eg: Twitter, Linkedin, Digg, Facebook, Forums, Msg Boards, etc…
- 5. What are Analytics? Analytics Analytics Facets Methods with tools & data Data Selection sets that allow the Data Cleansing visualization, numerical Data Format Translation performance metrics and Model Design strategic decisions Report and Dashboard Design Right Data, Right Decisions Text Comments Links Images Why is it Videos HARD? Ratings Votes Polls
- 6. How do you tackle this mess and make good progress? What skills are missing?
- 8. How do customers inform each other using Social Media? Do you measure their effects? Why have a campaign that ignores those effects? Do you see why this is Non-linear?
- 9. Social Media Sensing Your Benefits are the results from Decisions and Actions One time, short term or ongoing You will be able to 1. See holes and opportunities 2. Know where to focus 3. Formulate correct strategy 4. Know what to say and on which media 5. Find problems with competitors to exploit 6. Know best topics on which to commit or avoid 7. Know most influential bloggers and leaders who are visible 8. Drill down to most relevant articles by various criteria
- 10. Revenue Models Visualize Forecasting Cash Flow Models Interlocking Investors Pres Market Loyalty Drivers Strategy Research Segmentation Referrals Synergy Pricing Customer Portfolio Optimize Competitive System Lock-in Landscape Preference Loyalty The Core Marketing Story Creation Strategy & PR Refining Strategy Measurement Competitive Define Creative Self-service Training Evaluation Intelligence Animation For low Customer Visualize Media Acquisition Cost Differentiation Contextual Reduce Social Expand Sales Sales Cycles PPC Training & Enhance vehicles Comprehension Evaluate & Video Distribution Engage Tagging for Strategic Partners External Engagement Synergies Rule: From Story, Positioning, Strategy, Visualization, Content and Analytics
- 11. The Problem is not Lack of Data, its Actionable Analytics This requires judgment, data quality, transformation, tools selection and usage and marketing strategy experience. Project Start Strategy Collection Findings Products Combinations Accumulate Influencers Competitors Load all Terms Validate Customers Competitors Desires Ranks for Compare Risks Complaints Analytics Depth Extract Opportunities Strategic Domain + Stakeholders Proprietary Tools Tool Sophistication Data + Interviews And Techniques Data Analysis Strategy Brainstorming And Planning Experience
- 12. Hard Questions • What should we be doing now in Social Media? • What benefits can we achieve in Short Term ? • What is it Worth ? • How can we measure ROI ? • Does it only pertain to Marketing ? • If we are Listening, how do we measure value? • Who needs to champion and support the initiative? • What skills are necessary for the whole process? • Are there industry best practices? • How should we pick the team and consulting firm? • How do we avoid wasting time and effort?
- 13. People move you Up - Not Tools 3. Social Media Sensing: Analyzing the Right Information for the Right Goal, with the willingness and capability to act on decisions throughout the organization 2. Social Media Listening: Finding customers, and influencers and organizing their conversations 1. Social Media Monitoring: Finding data and filling up tools and reports to see the noise
- 14. More Benefits: Dramatic Time Compression for Strategic Advantage Projects Burdens Before Now with SCG $ Value Improvement Market Man months Days, weeks < 3 Meet Market window deadlines Research Manual statistics PR/Media Limited scope Days, weeks < 3 Meet competitive visibility goals planning Selected pubs Manual selection Manual metrics Competitive Published research Days, weeks < 3 Compare reactions, popularity, Intelligence Paid to test products sharing and penetration of other Convenience sample firms. Product Mgmt, Best customers before Dynamically segment Discover new segments focus groups, may be worst now with existing and potential Avoid losses on existing surveys negative CLV customers without segments calculations complete permission and selection Discover unmet needs bias $X per segment
- 15. Start with People Navigate Social Network Customers I Interest & Incentive T E Interaction Transactions & Engagement S Structure Links & Pathways C B Behavior Content Actions
- 16. How do you leverage your Social Graph? How could you?
- 17. Sample Customer Case Studies • Product Management: Handset Mfg: measuring customer loyalty models of smartphones, problems, opportunities and competitive features and functions • Legal Support: Online Ticketing mega merger: measuring trends in sentiment, behavior, brand reputation, trust and reaction to legal proceedings, price fixing and controlling access to ticket inventory • PR Strategy: Iphone Apps: competitors use of media, volume, topics to inform launch strategy, competitive weaknesses, and leverage PR techniques • Marketing and Partner Strategy: Open Source database: competitors use of bloggers and conflicts of interest and affiliations across the industry • E-commerce: Online Insurance: competitors use of keywords for tracking issues for positioning new insurance products online, SEO strategy. Forecasting potential volume and engagement
- 18. Ranking Pain Points: Billing is a Hotter Topic
- 19. Revealing Influence and Motivation Which Bloggers have Conflicts? How Influential are they?
- 20. We Customize dashboards to tell Your story for Your Goals Awareness per channel Sales per channel Cost per channel ROI per channel
- 21. Recognize Strategy as Process Plan for Feedback Loops to Reveal and Leverage New Truths Improve Competitive Position Incentivize Leverage New Online New Online Behaviours Channels User Behaviours include Actions LISTEN Usage, attitudes, beliefs Creating: User Generated Content LEARN Opportunities, Threats, Risks Messages aligned to Brand Promise? Promise? ADAPT Product, Process, People Results reflect Brand Promise Goals? Goals? OPTIMIZATION ADAPTS ROI
- 22. Reasons to Partner with SCG • Analytics Depth in Marketing performance data. Statistics, Dashboards, Decisions. Not limited to marketing metrics. • Analytics data sources and dashboard or reporting views are customized to your needs, your decision style • Technical Depth in using tools, sources, APIs and databases where needed • Creative Power. Visual. Strategic. • Theoretical Foundations, Broad Research Access • Content Production. HD Video, Sound, Music, Animation • Practical experience, strong in facilitation, training; mature politically sensitive client engagement experience
- 23. SCG Partner Network • Display and Ad Networks Mediahour.com Mediahour.com • SEM & PPC Campaigns PPCassociates.com PPCassociates.com • Multi-channel analytics and reporting customization and data source controls Adigami.com Adigami.com • Marketing ROI and Sales strategy process & metrics. Lenskold.com Lenskold.com • Search Engine Optimization and Web Analytics. AnalyticsPros.com AnalyticsPros.com • Site Design User Experience E-commerce. Naviscent.com • Brand Metrics. BrandMeaning.com BrandMeaning.com • Brand Strategy. TotemBrands.com TotemBrands.com
- 24. Skyfollow Contact Chris Rigatuso cr@skyfollow.com +1 (650) 274-1045 www.skyfollow.com General inquiries Info@skyfollow.com