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Social
Media
analyticS
EFFECTIVE TOOLS FOR BUILDING,
INTERPRETING, AND USING METRICS
Marshall sponder
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Copyright © 2012 by Marshall Sponder. All rights reserved. Printed in the Unit-
ed States of America. Except as permitted under the United States Copyright
Act of 1976, no part of this publication may be reproduced or distributed in any
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written permission of the publisher.
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ISBN: 978-0-07-176829-0
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Going beyond Monitoring:
Content Creation and
Content Tracking
chapter 9
195
It is one thing to create social media and quite another thing to
measure it so as to optimize content creation. That’s almost a
requirement as platforms become more intelligent and people
become serious about using social media as a marketing tool.
Some of the case studies in this book, such as the one
on InfiniGraph (Chapter 4), discuss changes in online con-
tent that are detected by measurement and cycled back to
improving content. It’s best to think of the entire process as
an ecosystem similar to the SEO organic search ecosystems
I wrote about in late 2010,
1
however, in that social media
(recent tweets, Facebook discussions, check-ins, etc.) become
search content with the Google Search Engine indexing that
often result in displaying the latest postings of an individual
in search results. What is good for social media also tends to
be good for search engine results.
According to John Battelle, founder and CEO of Federated
Media, social media provides “branded content,” while search
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engines provide information. “Branded content, however, is far
more social [than content mills like Demand Media’s] because
branded content is written with a human voice and published
by a branded entity [you, a friend, campaign, cause, company,
brand, etc.]. Search drives a lot of traffic to branded content, of
course, but once there, people are more likely to share branded
content than content produced mainly for search results such
as ‘how to tie a tie.’ The former is socially shareable (‘hey, check
this out, it’s interesting’), and the latter is specific (‘I need an
answer, and I don’t think my friends have the same need right
now’),” according to Battelle.
2
Arguably, “branded content” is measureable using social
media monitoring and Web analytics, and can be considered
to be “more social” than nonbranded content (in that people
will have more interest in sharing branded vs. unbranded con-
tent). But once social media content surfaces, it should fit into
a longer-term strategy, where valuable content becomes ever-
green. Setting up social media analytics with clear measure-
ment goals will assist in achieving that strategy.
Looking at search keywords typed into Web sites (find-
ing out what people are looking for using Web analytics site
search reports) and mashing up that information with social
media monitoring of content emerging from site search leads
to more and better content for the brand, based on case studies
tracking Old Spice and Delta Airlines.
3
Imagine if the content
team could prioritize content based on not only this historical
demand from search query volume, but also real-time input
from social media monitoring.
4
One way to harness social media in order to get your
message out: use Google to find bloggers (who are influencers
on a subject of the search query by appearing within the top
10 search results) while looking at relevant search queries.
5
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In addition, by using Google Webmaster tools, Web analyt-
ics, or a social media monitoring platform such as Radian6
(Radian6 can integrate with Web analytics platforms such as
Adobe Omniture, WebTrends, and Google Analytics), a site
owner will have the means to identify and write about what is
engaging on its site.
Determining Your Social Media
Analytics Readiness
Social media is a emergent communications medium that is
considered to be free and available to everyone. Sometimes
this incorrectly leads to an assumption by many on the con-
tent creation or on the agency side that measurement of social
media can be set up as more of an afterthought. Tracking con-
tent can often require just as much enablement work as enter-
prise and large e-commerce sites have put in place to track
their users and content using site analytics for many years.
The usual data on the radar are easy to capture: hits, fol-
lowers, page views, and so on. Additional metrics, including
knowing the results of efforts in terms of which were the most
effective in bringing in sales, expanding the customer base,
and increasing exposure of the brand, are also required. Infor-
mation is available to show that social media outreach is effec-
tive in driving new business and revenue, although often those
supporting data are difficult to capture.
This elusive quality is what I referred to earlier as “ultra-
violet data,” we can’t see ultraviolet light, yet it’s present all
around us. The same holds true of much of the data a business
or organization should capture; the data exist, but they are
not being captured properly for use in site analytics or social
media analytics.
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Another common challenge for social media measure-
ment is that most business processes are misaligned with the
business’s goals for measurement. The work I did with Ceci-
lia Pineda Feret and Havana Central, which led to my white
paper with Compete.com on spectrum analytics, mentioned
in an earlier chapter, provided two examples of misaligned
measurement processes.
1. Communications issues between marketing and com-
munity management leading to lost sales and analytics
tracking.
2. Missed opportunities to engage with Havana Central’s
enthusiasts, who check in using Foursquare while having
a meal.
The case of Havana Central involved individuals who
were communicating (or not) while interacting in ineffec-
tive ways using incompatible business processes. These indi-
viduals were also using out-of-the-box analytics that had not
been thoughtfully configured to track the results of their
specific business processes. This often happens when using
free platforms such as Google Analytics, and it often leads to
lackluster business performance measurement. The insights
analytics can deliver need careful setup, but it’s not just about
measurement; we also should consider tuning the business
process itself.
Through my work with Havana Central, I came to see
that business and measurement goals and tactics that are core
to a business need to inform one another, need to be coupled
and folded, so to speak, much as we fold our hands together.
When we fold our hands, there is no room for misalignment,
and that is true of any structure, such as a table, chair, or
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199
building. Misaligned table legs will cause the table to collapse.
Misalign a building foundation, and the foundation cracks.
This same level of alignment is needed in social media
measurement, yet I find it is hardly given any thought, and is
often treated incidentally by content creators, agencies, and
brands, which is one of the principal reasons I wrote this book.
To audit a business’s readiness for full-spectrum analytics
tracking, one should list all the sources of data the business
has and which campaigns and marketing initiatives the busi-
ness is running; the data sources should be listed vertically,
and the marketing campaigns and initiatives should be listed
horizontally. (I have written about how to merge these in my
white paper on the subject, which you can view or download
and read at http://www.scribd.com/doc/38176762/tracking
-social-media-roi-using-spectrum-analytics. The information in
the following section is based on that white paper.)
Enabling Data Collection
In some cases, enabling data collection in business is easy and
straightforward. But often it is awkward and difficult to patch
data holes, or blind spots, where needed information is miss-
ing, resulting in an inability to measure business effectiveness.
Enabling Ultraviolet Data
Taking a closer look at a specific campaign or marketing initia-
tive against the sources of data available is the best way to find
tracking solutions that address weaknesses in the campaign’s
current analytics. For example, an analytics enablement audit
was set up to track online reservations at Havana Central that
were made via its Facebook fan page using the OpenTable
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application on it.
6
Using additional codes suggested by the
audit process, Havana Central was able to capture impor-
tant reservation information within Google Analytics. This is
a built-in function of analytics packages, but often it is not
utilized. With that information, Havana Central was able to
evaluate the marketing effectiveness of Facebook to drive cus-
tomers to the restaurant.
Going through each campaign and finding ways to use
analytics tracking, a business moves toward a 360-degree view
of its data, where everything needed to show return on cam-
paign investment is present and accessible, ultimately in a
dashboard.
All that remains is to ensure that the collected data can
be overlaid, that a common key (such as an e-mail address,
Twitter handle, social security number, address, and so on)
identifies all transactions—no mean feat in itself.
In more advanced cases, a data cube or data warehouse
can be built to marshall a company’s business data into a pro-
gramming structure that allows deeper insights than conven-
tional analytics software allows for.
Employing a data cube or data warehouse allows a com-
pany to perform “what if” and predictive analysis on a com-
bined dataset containing all company data, leading to insights
such as the number of times a customer visits a brick-and-mor-
tar store or outlet to make a purchase, or how many times that
same item was searched for online. Any information within
a data cube can be correlated and analyzed using predictive
analysis and regression statistics, leading businesses to save
money and resources by optimizing their products, services,
and offerings.
However, when a common key (such as common record
locator for Google Analytics, OpenTable, SeamlessWeb, direct
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e-mail marketing, and so on, as was the case in many smaller
businesses like Havana Central) is lacking, the information
needed to populate the data cube will be spotty, noisy, or hard
to translate to the right structure for it to be effective. In fact,
most small and medium-sized business cannot afford to build
a data cube today, and even if they could, they would not
know how to use it. In the future this may change as businesses
become more measurement savvy and platforms evolve to sim-
plify and bundle data collection tasks in a way that makes it
easier for businesses to implement tracking.
According to Gary Angel, the CTO of Semphonic, “When
you integrate data into a data warehouse, you open up new
questions, targeting opportunities, and analysis methods that
otherwise don’t exist.”
7
In fact, business intelligence tools (of
which a data warehouse is a part) allow business owners to see
relationships in the data that ordinarily would be impossible
to detect, and therefore open up new possibilities for analysis.
Enabling Business Goals, Strategy, and Tactics
Brian Solis, a well-known voice for PR 2.0, has stated that the
case for new metrics can’t be made until there is an intrinsic
understanding of how social media engagement affects us at
every level.
8
In 2010 on the “MP Daily Fix” blog, Paul Williams shared
a very well visualized image of what business goals, strategies,
and tactics look like for a business campaign.
9
Many times,
people fail to formulate their business goals in a clear way; this
complicates the measurement of their goals and tactics.
Once the diagram or map of instructions is created and
vetted, it should be used for enabling social media business
strategy along with social media metrics (and other metrics, as
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needed). Filling in the gaps and correcting erroneous assump-
tions is much easier than trying to devise a program with no
idea of how it is to be structured or flowed.
Creating a Tagging Strategy
Once a program outline is approved, it is time to put goals,
strategies, and tactics into place, along with analytics track-
ing (such as Google Analytics, Adobe Site Catalyst, or
WebTrends). This provides a significant part of the analyt-
ics tracking needed and is not difficult to implement pro-
vided that analyst understands how to create, assign, and add
tagging to Web sites and URLs. Enabling social media mea-
surement by using Google Analytics,
10
it is possible to cap-
ture key performance indicators such as traffic (quality and
quantity), engagement level, goal conversions, e-commerce
direct sales, and cost savings by comparing social media with
other marketing channels.
Google Analytics tracks campaigns, advanced segmen-
tation, goals, and custom reporting through structures built
into the platform and enriched by using custom URLs and
Google Analytics URL Builder.
11
Creating Custom Tagging in Google Analytics
Generally speaking, a tagging strategy for analytics should
include the following traffic definitions
12
:
Source: Web site sending traffic
Medium: Traffic type, such as social media or cost per click
Campaign: A campaign name determined by user
Context/Term: Unique identifier used for split testing purposes
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[...]... efforts and social media mentions Setting Up Goals in Google Analytics It is fairly easy to assign goals to campaigns in Google Analytics (although you need administrator privileges), which help track such goals as successful completion, goal value, channel value, and e-commerce transactions Sponder 09.indd 203 6/17/11 10:15 AM 204 n Social Media Analytics Custom Reporting Using Google Analytics custom... designed as robust market research platforms However, as social media analytics matures, and as more of the Web is tagged with metadata, the utility of social media analytics platforms for market research will increase Forrester Technographics Profiles Forrester’s Technographics profile13 categorizes traffic based on participation in social media Its focus is on behavior, and it could be a useful addition... 2010, integrating social listening into social CRM Salesforce.com’s acquisition of Radian6 in March 2011 is a good indication of how crucial CRM is becoming in social media analytics I discuss this in Chapter 12 By the time this book is published, most of the early movers in social CRM will be available on the market, according to the Altimeter Group,17 including social marketing insights, social sales... monitoring process 2 Better method for listening to (and engaging with) the social media world; reduce time spent on monitoring 3 More comprehensive look at social media conversations; ability to dig deeper to identify key influencers and target audience 4 Measurement of the benefit of social media campaigns; ability to link ROI to social media efforts “We decided to start using Alterian SM2 just over two... own social media programs So it began looking for a better method of listening to the social media world “Our desire to get closer to patients and the general public online, and engage with those who were socially connected, meant we had to be able to monitor a much larger number of sources,” Texada adds Aims and Objectives Here are the objectives of the project: 1 Proper structuring for the social media. .. few of the typical platforms are enabled for social CRM, where both tracking and the possibilities of social media ROI lie The time of social CRM and integration is here, according to the Altimeter Group.15 While just about every social media Sponder 09.indd 206 6/17/11 10:15 AM Going beyond Monitoring n 207 listening platform can “monitor” the basis of social CRM—the conversation—it takes an entirely... and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels Alterian’s Sponder 09.indd 209 6/17/11 10:15 AM 210 n Social Media Analytics customer engagement solutions are focused in four main areas: social media, Web content management, e-mail and campaign management, and analytics Alterian uses its technology either to address a specific... the time of this writing there are few platforms available to track content as it is consumed across marketing channels, but that is likely to change as social media analytics matures as a marketing discipline Tracking Social Media Outreach Using Social CRM With all the work going into creating and measuring the right content for the right audiences comes the need to engage viewers directly, when it... comprehensive monitoring of social media channels Sponder 09.indd 212 6/17/11 10:15 AM Going beyond Monitoring n 213 2 Enhanced listening, which builds stronger relationships through better patient relations and customer service 3 Social media has become a more strategic tool for M.D Anderson, driving more engagement with the public and health-care community 4 ROI and the value of social media can be easily... emerging use of social media analytics, though the applications are still immature I think content and channel metrics for social media will mature rapidly in the next two years, as content owners learn to work with these platforms and change content in real time to better engage with audiences that are on their Web site This chapter discussed some ways to track online content, such as analytics tagging . properly for use in site analytics or social media analytics. Sponder 09.indd 197 6/17/11 10:15 AM 198 n Social Media Analytics Another common challenge for social media measure- ment is that. should be used for enabling social media business strategy along with social media metrics (and other metrics, as Sponder 09.indd 201 6/17/11 10:15 AM 202 n Social Media Analytics needed). Filling. market research platforms. However, as social media analytics matures, and as more of the Web is tagged with metadata, the utility of social media analytics platforms for market research will
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