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Social Media Insights Playbook
Jared Degnan | Brandware Public Relations
“Business Systems”
 Approach to Social
The Brandware Social Insights Playbook
10   tactics



       3   rules
Rule #1

MEASUREMENT
Worry more about consistency
than you do the tool.
Rule #2

SIMPLIFY
Over-complicated data
models work against you.
Rule #3

SAMPLING
Just in case you can’t get
validation anywhere else…
there’s always statistics.
What You Will Need…

1.    Monitoring Tool

2.    Microsoft Excel w/Statistics Plug-In

3.    Facebook Admin Rights
Forbes.com Story
      PR Team on Vacation




                                       Press Release




TACTIC #1

Buzz Tracking
Video Post


            Image Post
                         Question Post




TACTIC #2

Message Optimization
2:1
            POS to NEG	
  




TACTIC #3

Sentiment Ratio
Total Conversation
                            Mentions
                          Brand Handle
                              20%


        General Brand
        Conversation
            80%




TACTIC #4

Awareness Penetration
Frequency  of  Keyword  Men0ons  
               private	
  
                   year	
  
              internet	
  
               people	
  
                 event	
  
                  clubs	
  
                online	
  
            facebook	
  
            marke-ng	
  
                              0	
     5	
     10	
     15	
     20	
     25	
     30	
     35	
     40	
     45	
  




TACTIC #5

Keyword Occurrence
h=p://www.compete.com/	
  




TACTIC #6

Unique Monthly Visitors
?

            ?

TACTIC #7

Equivalent Ad Cost
TACTIC #8

Landing Pages
TACTIC #9

Follower Correlation
Product Buzz                                 Sales
             Product Buzz                               1
             Sales                                 0.44448178                                       1
  90                                                                                                             7%
  80                                                                                                             6%
                                                                                                                 5%
  70
                                                                                                                 4%
  60                                                                                                             3%
  50                                                                                                             2%
                                                                                                                 1%    Product Buzz
  40
                                                                                                                 0%    Sales
  30
                                                                                                                 -1%
  20
                                                                                                                 -2%
  10                                                                                                             -3%
   0                                                                                                             -4%
   1/1/11   1/8/11   1/15/11 1/22/11 1/29/11   2/5/11   2/12/11 2/19/11 2/26/11   3/5/11   3/12/11 3/19/11 3/26/11




TACTIC #10

Sales Correlation
RULES

1 – Measure Consistently
2 – Simplify Your Models
3 – Use Smart Sampling!
The Brandware Social Insights Playbook
Brandware Public Relations
web: http://brandwarepr.com
twitter: @brandwarepr

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The Brandware Social Insights Playbook