This document discusses using social media data and platforms to measure brand performance. It notes that traditional social media tools do not surface all relevant content and that platforms do not natively integrate. It recommends performing a needs assessment, determining resources, and setting goals and metrics based on available platform data or changing platforms. Key themes are the need for integration across platforms and using mobile location data to provide a more complete view of customers and brand performance.

1. Social
Data
Brand
Story
Success

3. SEO /Web CORPORATE MKG /PR
IT/Unix ANAL
Analytics

4. What are Brand Using to Measure Social Media?

5. Offline
WOM
Social
Search
Social
Hybrid Data Intelligence
email
POS
CRM
Usable
UV Data Information

6. “What are my
customers
saying at the
point of
purchase?“
Source: Venuelabs

7. Structured Unstructured
1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

8. 1950’s 1960’s 1970’s 1980’s 1990’s 2000-2010 2011-2020

9. Various Photo Web Analytics,
Sharing Analytics Google Analytics
Platforms
Twitter Analytics and
Various Video Awe.sm
Analytics Platforms
Mobile – Flurry,
MixPanel, Adobe
SC
Log based Web
Analytics, Log based Web
FeedBurner Analytics,
FeedBurner
Various Widget
Analytics Platforms
Various Message
Board Analytics
Various Chat Room
Analytics

10. Time Spent – Data Cleaning
Customization Required
5K-20K
~month
Up to 5K
~month
Free or Low Cost
Previous Business Investment/ Size

12. Power Everywhere Gesture Based Interfaces
CRM
Offline
x Social Quantified Self
Proximity Based Communications
WOM
x POS
x
Collaborative Consumption
Search
x
Digital Screen Experiences
email
Quantified World
Virtual Reality x 3D Printing

13. Hint – Focusing on Mobile/ geo-location helps
Even out this equation

14. Source: Venuelabs

15. Problem:
None of
these
platforms
natively
interfaces
with each
other
Source:
http://www.ebizq.net/blogs/integrationedge/201
1/11/your-social-media-initiative---running-blind-
without-integration.php

16. Source: Semphonic.com

17. Source: http://oursocialtimes.com/what-salesforce-
coms-acquisition-of-radian6-means-for-businesses/

21. Source: http://www.somemo.at/?p=1037
Caveat:
Changing
Tools
changes The
Results

22. Source: http://kdpaine.blogs.com/themeasurementstandard/2012/06/index.html

24. Writer
Graphic
Designer Strategist Analyst
Caveat: this team
Programmer setup depends on
your company size
and goals

28. Tradition
al social
media
tools do
not
surface
this
content
Source: Venuelabs

29. Source: Venuelabs

30. Source: Venuelabs

35. How Accurate are Facebook Likes
as a Predictor of Personality?

36. Case Study – Charles Bivona – NJPOET.com
Use Facebook Persona Profiling

37. Audience Case Study
Charles Bivona – NJPOET.com Top 500 Pages
High IQ (The Godfather, The Colbert Report, The Daily Show, Lord of the
Rings Trilogy, Tyler Perry)
8,606,923 like this 2,865,863 like this 3,736,790 like this 11,632,513 likes 8,613,738 likes
Affinities: Affinities: Affinities: Affinities: Affinities:
Fight Club, The Daily Show, The Colbert Report, The Hobbit For Better Or Worse
Batman: The Dark Knight The Office The Office Peter Jackson Meet The Browns
Top 150 pages
These people like “well written” material, literary masterpieces and topical work that are
well received. The Godfather had endured for more than 40 years as well.

39. Power Everywhere Gesture Based Interfaces
CRM
Offline
Social Quantified Self
Proximity Based Communications
POS WOM
Collaborative Consumption
Search
email
Digital Screen Experiences
Quantified World
Virtual Reality
3D Printing

40. 1. Perform a needs assessment to better
understand your marketing needs and budget.
2. Determine time and resources to devote to SMM
and Integration work and create a realistic
plan to execute it.
3. Find/Develop Goals/Strategies/Tactics/KPI’s
that describe business performance in terms of
that data your platforms can produce, or
change the platforms.