Using Social Media Data to Drive Business Decisions

2. Welcome! Agenda  Benefits and Methodology of Social Media Research  What kind of data is available and how to use it Amy Marshall  Examples of research tools available Social Media Strategy & Research COO, Columbus Division  The reality of what’s involved in executing social media research @amymarshall @fathomonline ©Fathom SEO, LLC, all rights reserved 2013

8. Social Media Monitor Listen Participate Manage Watch Participate in customer competitors conversations service Gather Look for new Build strong customer opportunities relationships opinions Monitor Identify Gather direct conversations influencers feedback ©Fathom SEO, LLC, all rights reserved 2013

10. Social Media Data Why social media data can be “efficient” and “accurate”  Eliminates the observer effect  Eliminates self-selection  Huge amount of information and samplings, fast ©Fathom SEO, LLC, all rights reserved 2013

11. Social Media Monitor Listen Participate Analyze Manage Product Watch Participate in customer development competitors conversation service Consumer Gather messaging Look for new Build strong customer opportunities relationships opinions Measurement Monitor Identify Gather direct Competitive conversation influencers feedback intelligence ©Fathom SEO, LLC, all rights reserved 2013

12. Social Media Data Research Methodology  Identify online  Analyze the online  Interpret the results conversations channels, content into business goals about the brand, and connections for and objectives competitors and trends and behavior product or services ©Fathom SEO, LLC, all rights reserved 2013

14. Top Level Social Media Data Available  Volume of conversation  Channels where conversations are happening  Demographics – gender, age  Geography  Top posters  Influencers  Top keywords  Relational themes  Sentiment  Trends by social networks ©Fathom SEO, LLC, all rights reserved 2013

15. Analyzing the Data  Compare timeframes  Pre and post campaigns  Trend keyword themes  Year over Year  Brand messaging or consumer messaging  Campaign driven, consumer driven or media driven  Identify influencers  Sentiment  Brand advocates  Relevant, influential posters  Track targeted geographies  Office locations  Targeted campaigns  Segment personas or target audience themes  Keyword themes used  Channels  Channels talking on  Different conversation themes by channel – Message Map ©Fathom SEO, LLC, all rights reserved 2013

23. Types of Social Media Tools Monitoring Tools • Google Alerts, Social Mention, NetVibes, Trackur, Viralheat, Lithium Technologies, Radian6, Sysomos Engagement Management Tools • ArgyleSocial, SproutSocial, HubSpot, Hootsuite, Sysomos, Visible Technologies Conversation Research & Analysis Tools • Radian6, Sysomos, Nielsen, Visible Technologies, Crimson Hexagon, Brandwatch ©Fathom SEO, LLC, all rights reserved 2013

25. The Reality of Social Media Research Search setups are critical Cleaning the data can be tedious Depending on the brands and goals, it can take a lot of time Can get “sucked into” the never ending data and segmentation options Interpreting the data into business outcomes and actions is a skill Need to analyze research on a regular basis ©Fathom SEO, LLC, all rights reserved 2013

Using Social Media Data to Drive Business Decisions

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Using Social Media Data to Drive Business Decisions

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