Social Analytics: Why you need more than "likes"
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This document summarizes a presentation about social media analytics. It discusses: 1) The limitations of only measuring metrics like likes and followers on owned social media channels, as these channels are better for customer loyalty rather than new customer acquisition. 2) The importance of also measuring unowned channels like forums where customers discuss and evaluate brands during the purchase consideration process. 3) How social marketers should distribute content across both owned and unowned channels to guide customers through different stages of the buyer journey, and measure results across their entire social ecosystem. 4) Key questions social marketers need to be able to answer about their brand's performance and customer sentiment to ensure social efforts are successful.
![Fans & followers already know you…..
•
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]
•
SIC
Social Marketing Analytics
Let’s focus on the right tools for the job
10 10](https://image.slidesharecdn.com/r2i-sic-presentation-final-131104153122-phpapp02/85/Social-Analytics-Why-you-need-more-than-likes-10-320.jpg)
Social Analytics: Why you need more than "likes"
- 1. PRESENTED TO: Seattle Interactive Conference 2013 Social Analytics: Why You Need More Than “Likes” Page Sands, VP – Social & Digital Marketing
- 2. Agenda SIC Social Marketing Analytics • 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 2 2
- 3. Social analytics don’t have to cause anxiety. SIC Social Marketing Analytics 3 3
- 4. Social marketers are miracle workers! SIC Social Marketing Analytics • Generate awareness and buzz • Produce and convert leads • Foster satisfied, loyal customers ….with a steady stream of compelling, targeted content 4 4
- 5. SIC Social Marketing Analytics …on limited channels 5 5
- 8. Social Marketing Today Channels Content goes in… …Metrics go out Followers, retweets Fans, likes, comments, shares Likes, comments, shares 8 8
- 9. Fans & followers already know you….. • 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 • SIC Social Marketing Analytics Limited reach and visibility of social content 9 9
- 10. Fans & followers already know you….. • 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] • SIC Social Marketing Analytics Let’s focus on the right tools for the job 10 10
- 12. Why—and how to—measure unowned channels? • 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 • SIC Social Marketing Analytics With this perspective, marketers can develop the right content and determine where it should go and why with great precision 12 12
- 13. Measure results across your entire social ecosystem SIC Social Marketing Analytics Distribute and promote content across multiple channels to guide decision-making behavior at different stages of the customer lifecycle Risk Reduction Peer Networks Social Properties Brand Loyalty Content Prospects Influencers Peer Networks & Communities of Interest Product guides Recommendations Reviews & Ratings Top Ten Benefits Reasons to Buy Customers Advocates Social Properties Offers & Promotions Service & Support Unboxing Videos Product Updates News & Announcement 13 13
- 14. Measure results across your entire social ecosystem SIC Social Marketing Analytics For your social efforts to succeed, you must be able to answer the following questions. 1. 2. 3. 4. 5. 6. 7. 8. 9. What are the communities where my audience makes purchasing decisions? Is my brand delivering on its value prop? What are the conversation topics involving my brand? Are my customers satisfied? Which campaigns/channels are converting? How are the social channels performing against other tactics? How is the content performing on my social channels? What is the impact of my social/content efforts on my web site? ? 14 14
- 15. What are the communities where my audience makes purchasing decisions? • Listening & monitoring • Where are my customers? • Keyword alerts • Search • Where are potential customers • Access Points • SIC Social Marketing Analytics Data collection • Alexa & Quantcast • Inbound links • PageRank • Frequency & relevance of conversation 15 15
- 16. SIC What are the discussion topics & why do they matter? • 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 • Social Marketing Analytics Identify metrics that matter • Positive/Negative/Neutral sentiment • By topic Custodian of the social data 16 16
- 17. What are the discussion topics and why do they matter? SIC Social Marketing Analytics 17 17
- 18. Why you need a dashboard SIC Social Marketing Analytics 18 18
- 19. Why you need a dashboard SIC Social Marketing Analytics Confidential 11/4/2013 19 19
Editor's Notes
- #10: Foster loyaltySupport customers Promotional content or content that highlights features/benefits might fail if it is too broadInstead, show current customers how to maximize the value of their purchase. [Csat & Retention]Time to get organized and think about content and channels relative to business goals
- #15: What are the top communities where my audience makes purchasing decisions?Is my brand delivering on its value prop?Are my customers satisfied?