A state of the business view of social media analytics, and where the future is headed.

1. The
Convergence
of
Social Media
and
Data Analytics
Rhonda Drake
Drake Direct
December 9, 2013
Rhonda Drake
NCDM Conference
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2. The Convergence of
Social Media
and
Data Analytics
December 9, 2013
Rhonda Drake
Drake Direct

3. Agenda for discussion
•
•
•
•
•
•
Pervasiveness and influence of social media
Business uses of social media
Traditional thinking in social media metrics
Impact of social media on data analytics
Current state of social media data
What does the future hold?
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4. Speaker Background
• Rhonda Drake, President and founder of Drake Direct, a
quantitative consultancy started in 1996.
• Adjunct Professor at NYU teaching Statistical Measurement and
Data Mining in the NYU Master’s program in Integrated
Marketing. Teaching SAS for Marketers, Social Media Analytics,
and Web Analytics for certification.
• Current and Past clients include: The Walt Disney Corporation,
Time Inc. Content Solutions, Businessweek, Facebook, American
Express, Lorillard Tobacco, BBC America
• Engagements are highly customized to a client’s needs, and may
include modeling, segmentation, reporting, training, due
diligence or other ad hoc analytics or project management to
facilitate the development of an analytic platform.
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5. Social Media by the Numbers
Monthly Active Users (Millions)
1200
1000
800
600
400
200
0
Facebook
Twitter
YouTube
Google Plus
Linked In
• Facebook has 1.1B monthly active users and 665M daily active users.
• Twitter is the fastest growing social network with 288M monthly active users.
• Twitter user growth was 44% from June 2012 –March 2013
• YouTube has 1B unique monthly viewers, watching 6B hours of content per month.
• Google plus is coming on strong 359 monthly active users and a 33% growth from June 2012-March 2013
• LinkedIn continues to grow but because of its specialization in the business realm, it is growing more slowly than Twitter or
Google+
Source: http://www.ethority.net/blog/2013/10/09/social-network-statistics-2013-growth-rates-and-numbers-of-users/
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6. What are the Social Media Growth Drivers?
• Mobile- The number of individuals accessing the
internet via mobile phone increased by 60% to
818.4M over the last two years
• Demographics-Aging population
– Twitter, 55-64 fastest growing user group accounting
for 79% increase in growth since 2012
– On Google+ and Facebook the fastest growing groups
are 45-54 year olds with a 46% and 56% increase since
2012 respectively.
Source: http://www.ethority.net/blog/2013/10/09/social-network-statistics-2013-growth-rates-and-numbers-of-users/
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7. More about the growth drivers—Mobile smart phones
are growing in numbers
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8. and driving an increasing proportion of data
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9. Baby
boomers
2010
census
Baby
boomers
2000
census
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Aging Baby
boomers are
contributing to
the increase in the
demographic
group most likely
to be involved in
the usage of social
media.
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10. So technology and demographics
are fueling the growth of Social
Media, what is the impact?

11. Note: *1 zettabyte=1 trillion gigabytes
Source: Mary Meeker/Liang Wu Kleiner Perkins Caufield Byers D11 Conference 5/29/2013

12. Social eCommerce
• Global eCommerce was in excess of $1
Trillion for 2012
• Social eCommerce, for 2012, had reached
$16.9 Billion, forecasted to grow to $30
Billion by 2015
Source:http://socialmediatoday.com/himanshu-sareen/1899201/social-ecommerce-and-customer-network
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13. Some say that Social Media is ineffective at driving
sales….
Source:
http://www.convinceandconvert.com/social-commerce/

14. Others say that Social is more at
work at the top of the marketing
funnel. So comparsons to other
channels are not “apples to apples.”
• Social Media networks are leveraged
when a buyer begins the search for a
product.
• Blogs and communities facilitate decision
making.
• A satisfied customer becomes an
advocate following the purchase.
Source:
http://www.smartinsights.com/content-management/content-marketing-strategy/inb

15. However business models vary
• Where and how a consumer leverages social
media for brand information depends on
the nature of the purchase and their current
relationship with a brand. Consider the
next page.
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16. Timing of socialization in purchase
Late in purchase cycle
+ Media
+ Restaurant/Bar (low to moderate price)
+ Movie
The higher the
cost, the
earlier the
socialization
process begins
+ Consumer products
+ Apparel
Low Commitment
High
Commitment in terms of Cost
+ Cosmetics
+ Restaurant/Bar (moderate to high price)
+ Telecommunications
+ Healthcare
professional
+ In home repair/contractor
+ Travel/
Hospitality
+ Appliance
+ Automobile
+ Movie
+ Financial
Early in purchase cycle
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17. What utilization is immediate to social
media platforms?
•
•
•
•
•
eCommerce
News Sites
News Source
Research
Network
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18. eCommerce
Social Commerce, as measured by referrals from social
media sites to eCommerce sites, shows that Facebook
dominates followed by Pinterest.
Source: http://www.marketingcharts.com/wp/online/facebook-dominates-social-traffic-referrals-but-pinterests-stature-grows-37461/

19. News Sites
• Traffic generated by social media sites to News Sites is dominated by Facebook
where in Q3 of 2013 62% of all social traffic was driven by Facebook.
Referral traffic increased 208% for
Time, 855% for BuzzFeed and 1081%
for Bleacher Report for the year
ending September 2013.
Source: http://zone.tmcnet.com/topics/articles/357814-facebook-drives-most-readers-news-publishing-sites.htm

20. Social Media: transforming the manner
in which people get news
News sourcing on Social Networks
• One-third of adults under 30 get news on social networks.
• 19% of all Americans get news from a social network.
• Among those using social networks, 36% get news there.
Follow Journalists
• More than a third 35% of those with Twitter accounts use them to
follow news organizations or journalists.
Mobile
• One in four Americans are utilizing news apps on a mobile device.
• This represents 45% of the mobile internet users
Source: http://www.poynter.org/latest-news/mediawire/189776/one-third-of-adults-under-30-get-news-on-social-networks-now/
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21. Social media as a Research Tool
Corporations report Social Media being used for:
• Identification of patterns in consumer complaints
• Test effectiveness of marketing campaigns and messages
• Research for improving current product and services
• Get feedback on products and services in design
• Identify new opportunities (unmet needs)
• Competitive intelligence
• Pretesting messages before full-scale launch
• Improve pricing
Source:
http://www.tcs.com/SiteCollectionDocuments/Trends_Study/mastering-digital-feedback-with-social-media-2013.pdf
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22. Build and maintain a direct communication
network with consumer
• In becoming social, businesses have a direct communication channel with
consumers, but inherent in this relationship, is consumers’ expectations
that businesses’ values will more closely align with their own.
Source: http://www.conecomm.com/stuff/contentmgr/files/0/e3d2eec1e15e858867a5c2b1a22c4cfb/files/2013_cone_comm_social_impact_study.pdf

23. Secondary utilization for social media
• Entrepreneurs
– Sourcing ideas
– Raising capital
– Project management
• Political entities
– Assessing sentiment
– Usage in 2012
• Entertainment
– Driving tune in
– Social Media’s impact on Music
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24. Entrepreneurs usage of Social Media—
sourcing ideas
Any business can crowdsource ideas
from their followers or fans. A benefit
to social media engagement is that the
dialogue with consumers results in
immediate feedback. The catch is, you
need to take the consumer’s feedback
to heart and take action based on it, or
your reputation will suffer and you
will appear insincere.

25. Entrepreneurs usage of Social Media—
raising capital
• Crowdfunding sites for
entrepreneurs include:
–
–
–
–
–
–
–
–
–
Kickstarter
Indiegogo
RocketHub
Crowdrise
Somolend
Appbackr
AngelList
Invested.in
Quirky
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26. Project management tools to allow mobile
collaboration (team formation)
•
•
•
•
Cloud based project management
Video “hang-outs” via Skype or Google+
Utilizing cloud based tools for R&D forums
Common data and document repositories
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27. Project management collaboration tools in
use
• According to the survey, Social Media in a Project
Environment, conducted in early 2011 by Elizabeth Harrin,
an author and member of the Project Management
Institute.
–
–
–
–
–
–
36% use social media tools to communicate to project teams
24% communicate with project stakeholders via social media
48% use social media tools for document sharing
34% use social media tools for collaborating on tasks
19% handle task tracking via social media
32% leverage social media tools for hosting online meetings
Source: http://www.cioinsight.com/c/a/Expert-Voices/Social-Media-a-Growing-Factor-in-Project-Success-806642/
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28. Political Entities—Assess Sentiment
• Social Media is evolving to influence voters. In February 2012,
One Social Media blogged in a post entitled “The Presidency and
Social Media-No longer and option.”
• The post detailed that social media allows voters to feel part of
the campaigns and that it has become a central component of
campaigns. Further, they pointed out that Obama used social
media brilliantly to his advantage.
Source: http://www.onesocialmedia.com/tag/how-presidential-candidates-are-using-social-media/
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29. Political Entities—2012 Presidential Campaign
• Pew Research released a study before the November 2012 campaign to
assess how the Presidential candidates were leveraging Social Media.
• Obama had a clear advantage with an overall higher level of messaging
in social media and, in addition, a higher level of engagement and
response from his followers.
Source: http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/
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30. Entertainment –Driving Tune In
•
•
•
The entertainment industry is a
natural for social media since
we all want to talk about a
recent entertainment
experience.
Nielsen and SocialGuide
conducted a study and
concluded that an 8.5%
increase in Twitter volume
among 18-34 year olds or a
14% increase among 35-49
year olds translates into a 1%
increase in TV ratings.
In fact, Nielsen found a two-way
causal impact between tweets
and ratings. See the chart to
the right.
Sources: http://blog.360i.com/social-marketing/nielsen-study-confirms-yes-tweets-do-drive-tune-in
http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html
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31. Entertainment –Social Media’s impact on Music
• As of January 2013, three of the top 10 most-liked pages on Facebook
are by Musicians—Rihanna, Eminem and Shakira. Regarding Twitter,
the top four positions for the most followed people on the platform are
all musicians—Lady Gaga, Justin Bieber, Katy Perry and Rihanna.
• Music industry executives embrace Social Media as an integral element
of the marketing strategy
– “Social media has changed the face of music markting forever. The ability for artists
to reach out to their potential fans in every corner of the globe in real time is
incredibly powerful and cannot be replicated by traditional media. ” Genevieve
Ampaduh, Head of Digital Marketing for Sony Music
– “Social media has emerged as mission-critical activity in breaking artists
internationally.” Mike Allen VP International Marketing UK Warner Music UK
Source: BPI Digital Music Nation 2013 http://www.bpi.co.uk/assets/files/BPI_Digital_Music_Nation_2013.PDF
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32. State of the Business: Social
Media Metrics

33. Current state of the business
• Metrics exist largely external to businesses
– Reside in social media space (i.e. Facebook
platform, reviews on external sites, etc.)
– To understand the impact of social requires
queries and metrics executed against external
sources.
• The metrics have improved from their
original incarnation.
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35. No shortage of thought leadership or
tools discussing appropriate KPIs for
Social Media monitoring

36. Current Thinking in Social Media Metrics
• The metrics of Social Media have evolved from likes,
shares, followers and retweets to defining KPIs based on
business goals:
Source: http://webtrends.com/files/whitepaper/Whitepaper-BestPracticesForSocialMeasurement-Webtrends.pdf
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37. Key Brand Monitoring metrics
Audience
• Alerts
• Reach
• Traffic Referrals*
• Reviews
• Influencers
• Share of audience
Engagement
• Facebook Engagement
• Twitter Engagement
• Google + Engagement
• YouTube Engagement
• Pinterest Engagement
• Blogger Engagement
• Share of Engagement
Content
• Keywords
• Social Mentions
• Links
• Sentiment Analysis
• Text analytics
• Virality
• Share of Voice
Source:
http://barnraisersllc.com/2013/10/social-media-listening-metrics-every-marketer-should-k

38. Tactical Social Media Metrics
• Channel Metrics – (by platform, visits, contacts, and
conversions)
• ROI Metrics by channel- (Social platforms vs other)
• Customer inquiry response (non sales)
• Opportunity response (sales)
• Reach and virality
• Engagement among influencers
Source: http://blog.hubspot.com/marketing/social-media-metrics-ceos-cares-about
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39. Challenges related to Social Analytics
• Application or channel specific
– Facebook Insights is a terrific tool, but it does not assist
in providing visibility into other social platforms which
assist in spreading your message.
• Aggregated at a high level
– Lack ability to drill into key segments based on how you
view your customer data
• Actionability
– Actions are limited to next steps in social media since
the social media data did not talk or integrate with your
customer data
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40. Your Facebook efforts can be viewed via
Facebook Page Insights
Source: http://www.vocus.com/blog/new-facebook-page-insights-cheat-sheet/
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41. To drill down on likes
click here
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42. Facebook
gives an
option for
exporting this
data
The drill down trends
Provides total likes
and decomposes
organic versus paid,
shows net likes and
unlikes over time.
The graph at the
bottom shows where
the likes came from.

43. Exporting Facebook data
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Facebook
provides an
option to export
data at a page or
post level. If you
choose post level
data, the limit is
500 posts at a
time.
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44. Data available via Facebook Insights Export
From the Key Metrics page:
Post ID
Permalink
Lifetime Engaged Users
Lifetime Post Consumers
Post Message
Lifetime Post Consumptions
Type
Countries
Languages
Lifetime Negative feedback
Lifetime Negative Feedback from Users
Posted
Lifetime Post Total Reach
Lifetime Post organic reach
Lifetime Post Paid Reach
Lifetime Post Impressions by people who have liked
your Page
Lifetime Post reach by people who like your Page
Lifetime Post Paid Impressions by people who have
liked your Page
Lifetime Post Total Impressions
Lifetime Post Organic Impressions
Lifetime Paid reach of a post by people who like your
Page
Lifetime Post Paid Impressions
Lifetime People who have liked your Page and
engaged with your post
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45. Other data delivered from Facebook Insights Export
(Post level)
In more detail associated with the Facebook Insights report export, the
following pages are also included in the export
• Lifetime: The number of unique people who created a story about your Page post by
interacting with it. (Unique Users)
• Lifetime: The number of stories created about your Page post, by action type. (Total
Count)
• Lifetime: The number of people who clicked anywhere in your post, by type. Clicks
generating stories are included in "Other Clicks." (Unique Users)
• Lifetime: The number of people who clicked anywhere in your post, by type. Clicks
generating stories are included in "Other Clicks." (Unique Users)
• Lifetime: The number of people who have given negative feedback to your post, by type.
(Unique Users)
• Lifetime: The number of times people have given negative feedback to your post, by type.
(Total Count)
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46. Some information on retrieving Social
Data at an individual level

47. Extracting user level data from
Facebook
• As of August 27, 2013, Facebook announced a change in
its promotion policy.
• Facebook removed the requirement that promotions on
Facebook be only administered through apps.
• The new requirements mean that an app does not have to
be built to run a promotion. A promotion entry can be as
simple as having users comment or like a page post or by
users leaving a message on the page.
• Thus it is possible to extract this data, which would allow
for the facilitation of a promotion and would capture
individual level information.
Source: https://www.facebook.com/business/news/page-promotions-terms?refid=17.#sthash.QyxMIQEJ.dpuf
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48. Given the changes from Facebook, it is easier
to get individual level data!
• Easypromos has created a free app to export comments
and likes from a Facebook post.
• If you are running a promotion on your timeline or just
want to export the comments and users associated with
posts to your timeline, you can use the Easypromos app.
Source: http://www.easypromosapp.com/blog/en/2013/09/free-app-to-create-sweepstakes-and-export-comments-and-likes-from-a-facebook-post/
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49. Steps to export individual level data --use free
app to download Facebook data
1.
Download free app
2.
Inside the control panel activate the tool “Timeline posts”
http://www1.easypromosapp.com/free-facebook-sweepstakes.html
When you have accessed the tool, you can choose your Facebook Page and view the last 25
timeline posts. For each post, you will be able to do the following actions:
a) Export all users who have liked the post to Excel
b) Export all users who have commented on the post to Excel, including the comment
itself , and the number of likes it has received.
c) Create a sweepstakes among users who have participated in the promotion.
Source: http://www.easypromosapp.com/blog/en/2013/09/free-app-to-create-sweepstakes-and-export-comments-and-likes-from-a-facebook-post/

50. Extracting Twitter data
• Twitter data can be similarly mined via a free app.
Twittermining.com
• If #Bigdata is put into the search box, the output
shown on the next slide, is provided.

51. Extracting Twitter data
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52. What tools are available that show a view of
multiple platforms of data (ie Facebook, Twitter,
Tumblr, etc. together) providing a comprehensive
picture of the social strength of a brand?

53. Multi-platform Analytics
• Tool: Simply Measured
• Supports: Facebook, Twitter, YouTube, Vine, Pinterest,
Instagram, Google+, LinkedIn
• Featured reports: Competitive and benchmarking, Brand,
Keyword and Hashtag monitoring. Provides scheduled
reports, delivered automatically.
• In addition to the reports, raw Excel data is included for
deeper drill downs in the data.
• Cost: Driven by the size of the audience. For $500/month,
10 social profiles, with an audience of up to 250K. Tiered
pricing follows. The reports are presentation ready.
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54. Multi-platform Analytics—Simply
Measured
Interface for Simply
Measured Reports.
Provides flexibility if
you want to view a
single platform versus
multiple combined
platforms
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55. Multi-platform Analytics—Simply
This is an example of a Simply Measured
Measured
report, the Twitter Megaphone. Shows the
tweets, engagement, potential reach, and
potential impressions.
This is an example of a report showing traffic
driven to website based on tweets. This
shows the influence of those promoting your
message.

56. Multi-platform Analytics
• Tool: Rival IQ
• Supports: Facebook, Twitter, Google+, LinkedIn
• Featured reports: Competitive analysis through the use of
landscapes. Provides a means to monitor the best
performing content shared by you or competitors.
• The interface is intuitive with good analytics although it
only supports four platforms.
• Cost: Can start utilizing for $99/month (Facebook and
Twitter only). For $199 you can include Facebook, Twitter,
LinkedIn and Google+ and 2 landscapes. Upgrading to
$399/month allows competitor analysis for up to 5
landscapes.
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57. Multi-platform Analysis—Rival IQ
When you log in you specify the website
address of competitors, this is the landscape
of the competitive set for the business you
are monitoring.
You can click on the competitors in
your competitive set and get
information related to that competitor.
The selected report is the content that
generated the most engagement.

58. Multi-platform Analytics—Google
Analytics
• Tool: Google Analytics
• Google Analytics will allow the tracking of
traffic from a particular platform.
• Isolate the traffic by segment to compile
web metrics by platform
• Compute conversions by platform
• Cost: Free
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59. Use the Google URL builder to
create custom links and track the
activity in Google Analytics.
Construct reports to compare
across platform.

60. Multi-platform Analytics—Zuum
• Tool: Zuum
• Zuum is used to benchmark performance against
competitors, identifying the most engaging
content and key influencers.
• Supports Facebook, Twitter, YouTube, Google+ and
limited Instagram.
• Integrates with Google Analytics.
• Export data to CSV files.
• Cost: $250 per month for access to all platforms,
up to 350K fans, and up to 5 brands. ($315 for 10
brands).
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61. In Zuum, the
leaderboard report
shows a comparison
of your social media
strategies versus
competitors across
channels.
Then, you can
benchmark results of
of your social media
strategies versus
competitors’.

62. Multi-platform Analytics—Socialbakers
• Tool: Socialbakers
• Socialbakers is used to benchmark performance with
country and brand level reporting.
• Supports Facebook, Twitter, YouTube, Google+ and limited
Instagram
• Competitive analysis
• Export data to PDF files
• Cost: $50 per month for one profile (for example, a single
Facebook account). Pricing increases for additional profiles
and additional modules (in addition to Analytics,
Socialbakers provides module for content management,
monitoring, and advertising analytics).
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63. Multi-platform Analytics—Socialbakers
Upon login, the dashboard is the first report
you encounter. Here, you track information
for your brand, and the competitive set that
you follow.
When viewing data you can choose to either
view your data side by side against a
competitor or, view your data alone. The
example to the right shows content data on
Facebook contrasted to a competitor.
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64. Enabling integration of Social Media data to a
proprietary platform
• Clearly, the integration of data trended across
multiple social media platforms provides more
insights than looking across individual platforms.
• Marrying the information from social media to
internal marketing efforts would provide even
greater insights.
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65. Gnip
• Gnip is a dominant multi-platform data aggregator
which has partnered successfully with various
social media listening technology providers.
• Gnip boasts managing 3 billion activities a day and
captures the entire Twitter firehose in its data
repositories.
• Further, Gnip claims to have 90% of the Fortune
500 among its clients.
Source: www.gnip.com
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66. Gnip partners
• Gnip partners include:
–
–
–
–
–
–
–
IBM
SalesForce
Adobe
Klout
NetBase
Splunk
TrendyBuzz
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67. Gnip background
• Gnip was historically known as the source point for
the Twitter firehose.
• They most recently (November 26, 2013) added
Tumblr, WordPress and commenting platforms Disqus
and IntenseDebate (all four companies were already
partners).
• Added to their previous Twitter and Facebook data,
they have a broader offering for companies who want
to view all social data from a single source.
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68. Gnip pricing
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69. Datasift
• Datasift recognized the need for a repository
which aggregated social media across platforms.
• Using a cloud platform, Datasift aggregates data
across many sources, standardizes the data, and
provides access on a historic and real time basis.
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70. Datasift Partners
• Developers of analytic software (Simply Measured
for example) leverage data from Datasift.
• Other companies utilizing Datasift include Dell,
Yum! and CBS Interactive.
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71. Recent news from Datasift
• Partnership with Tableau. The partnership with Tableau fulfills
the idea of marrying social data with business data.
• As of December 3, 2013, Datasift announce it has secured $42
million in Series C financing led by Insight Venture Partners with
participation from existing investors Scale Venture Partners,
Upfront Ventures, IA Ventures, Northgate Capital, Daher Capital
and Cendana Capital.
Source: http://datasift.com/press-releases/series-c-funding-announcement/
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72. Datasift pricing options
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73. Benefits of working directly with
aggregators like Gnip or Datasift
• Aggregators handle initial data collection and
standardization allowing others to focus on
reporting or integration with other data.
• Large corporations can access data from an
aggregator for integration into proprietary
databases.
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74. Future functionality for an Enterprise based on
integrating social to in house databases
• Ability to bring in variables derived from social
media.
• Quickly classify customers on the dimensions of
purchasing and influence. (Not all influencers are
heavy purchasers.)
• Utilize social data to predict consumer behavior
and take action!
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75. What type of solution is right for
my company?
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76. Small company or limited
presence
• Is your company small with limited social
presence? Is the activity primarily focused on one
platform?
• Consider starting out with Facebook Insights if
your company is active on Facebook.
• If your primary platform is Twitter, working with
a data analytic company for limited data may be
cost effective.
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77. Small or medium company
concerned about competitors
• Consider test driving some multi-platform
solutions so you can effectively monitor your
competitors in any platform they are in.
• Tiered pricing is available based on usage. So
following a test drive, you can tailor your
reporting to your budget.
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78. Large company with Social Monitoring in
place but not integrated platform analytics.
• Start test driving the multi-platform analytic
solutions that were highlighted here to
determine what seems best for your business
model.
• Monitoring isn’t enough. You need to quantify!
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79. Continue the conversation
• Friend me on Facebook:
www.facebook.com/rhonda.drake
• Follow me on twitter: Twitter handle
@RKDrake
• Connect on LinkedIn:
http://www.linkedin.com/pub/rhondadrake/1/395/9b9
• Instagram: @rkdrake
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80. Thank You!
Rhonda Drake Drake Direct
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81. Appendix
AUDIENCE
• ALERTS: An automated web search from Google Alerts or Yahoo Alerts to help people
and businesses monitor the Internet for developments and activities that could either
delight or concern them. Results are sent to subscribers by e-mail.
• PRESENCE: The complete collection of a brand’s presence across all the social networks.
• REACH: The total combined amount of a brand’s audience, compounded by the friends of
the audience and anyone in the greater community who is talking about or engaging with
the brand.
• TRAFFIC REFERRALS: The number as well as percent of people who come to your
website for social media in general and by each social network as measured by Google
Analytics.
• REVIEWS: According to the Huffington Post, a one star boost in Yelp can lead to a 5% to
9% increase in revenue. A service like Review Tracker can help in the tracking.
• INFLUENCERS: The authority of an online consumer, measured by his or her overall
reach online. A consumer with a highly read blog and thousands of Twitter followers is
assigned a high influence score. Services like Klout or Kred monitor them.
• SHARE OF AUDIENCE: How a brand does against these audience metrics in comparison
to their competition.
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82. Appendix
CONTENT
• KEYWORDS: To determine the volume of people looking for the product or service you sell, it is
important to understand search volume for primary keywords in social media and where they come
from. Hootsuite can be configured to help you find people in real time who are looking for what you
have to offer.
• SOCIAL MENTIONS: How often a phrase like your brand, an event or a competitor comes up. Social
Mention is social media search engine and analysis platform aggregates user-generated content from
multiple social sites (Facebook, Twitter, blogs, comments, mainstream news, video, and images) into
one activity stream.
• LINKS: Content that is posted on social networks through short links and how often it is shared.
Short links services like Bit.ly track with analytics by social network.
• SENTIMENT ANALYSIS: A linguistic analysis technique where a body of text is examined to
characterize the tonality of the document. It is useful in social media monitoring to automatically
characterize the overall feeling or mood of consumers as reflected in social media toward a specific
brand or company.Topsy is a good example of a free sentiment analysis tool while Lithium is good
enterprise solution that find sentiment from millions of social media sources.
• TEXT ANALYTICS: The process of deriving high-quality information from text and keywords. Text
mining usually involves structuring the input text, deriving patterns within the structured data, and
evaluation and interpreting the output.
• VIRALITY: The rate or how fast a brand’s content spreads across a social network or social networks.
In some instances the success of a piece of content is tied how viral it becomes.
• SHARE OF VOICE: How big a brand’s slice of the conversation is compared to their competition.
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83. Appendix
ENGAGEMENT
• FACEBOOK ENGAGEMENT: The percent of people “Talking About” divided by “Likes.”
“Talking About is an algorithm Facebook uses that combines comments, shares and likes
to a post so the ratio show not only if people “Like” you but they like and share what
you’re saying.
• TWITTER ENGAGEMENT: Combination of all the activity on a brand’s Twitter account to
mention not only quantity but quality of followers and content: Re-Tweets, mentions,
replies and clicks. Simply Measured offers a Follower report.
• GOOGLE+ ENGAGEMENT: Combination of all the activity on a brand’s G+ page: ReShares, comments, and +1s for the same reasons as above.
• YOUTUBE ENGAGEMENT: Combination and ratios of the activity on a brand’s YouTube
channel – Views, comments, shares and subscribers – to measure not only who views but
who comes back.
• PINTEREST ENGAGEMENT Combination of all the activity on a brand’s Pinterest page:
Repins, comments, and likes.
• BLOGGER ENGAGEMENT: Comments and links to a blog as well as user generated
content that isn’t get picked up as news or alert. Use Google Blog
Search and Technorati to monitor.
• SHARE OF ENGAGEMENT: How a brand does on these engagement metrics compared to
their competition.
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84. Appendix
•
Datasift sources:
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Wordpress
Tumblr
Google+
Twitter
Facebook
YouTube
Bitly
Instagram
Newscred
Flickr
Reddit
Wikipedia
Daily motion
Topix
IMDb
Videos
Blogs
Messge Boards
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85. Additional Sources
1.
7 Multi-Platform Social Media Analytics Tools by Ian Cleary http://www.razorsocial.com/socialmedia-analytics-tools/
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86. Social media as a Research Tool
Corporations report Social Media being used for:
• Identification of patterns in consumer
complaints
• Test effectiveness of marketing campaigns and
messages
• Research for improving current product and
services
• Get feedback on products and services in design
• Identify new opportunities (unmet needs)
• Competitive intelligence
• Pretesting messages before full-scale launch
• Improve pricing
Source:
http://www.tcs.com/SiteCollectionDocuments/Trends_Study/
mastering-digital-feedback-with-social-media-2013.pdf
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