WCG Staff Meeting

December 13, 2011

Contents are proprietary and confidential.

Developing a Best Practices Approach to Social Media

Measurement Chuck Hemann| VP, Digital Analytics

EDELMAN DIGITAL | @chuckhemann ON TWITTER

Turning Listening into an Organizational Advantage

Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER

#GoToExplore

Here’s last quarter’s media analysis and last year’s brand tracking data. Can we schedule a meeting to review the 75-slide deck? • Too many research professionals

Contents are proprietary and confidential.

” “

Wow, did you see the opinion shift on today’s dashboard? That story’s really working. Let’s amp it up with some new content tomorrow. • The opportunity in front of us

Contents are proprietary and confidential.

” “

@chuckhemann ON TWITTER

Marketers are currently swimming in data

#gotoexplore

People and brands send more than 340m tweets per day

People on Facebook share more than 684,000 bits of content per day

People upload 72 hours of new video to YouTube every minute

Google receives over 2 million search queries a minute

•  Open, unfiltered channels

•  Real-time market-driven conversations

•  Engaged customer and partner communities

•  Early warning system for competitive intelligence •  Lots of noise to filter, but plenty of valuable signal

Contents are proprietary and confidential.

Social Channels = New Frontier for Research

@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/

Where do we get started?

Making social data work outside of PR/marketing

@chuckhemann ON TWITTER http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/

•  Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy

•  Discover the data

•  Analyze the data

•  Segment

•  Develop insights

•  Execute based on those insights

•  Requires central source for

listening with organization

1.  Use the “right” tool(box) for the job.

2.  Develop a social intelligence supply chain.

3.  Institutionalize standard metrics and models.

4.  Determine the right reporting cadence.

5.  Verify software tools with analyst hand coding.

6.  Plan protocols for real time crises.

7.  Build a team who understands the business.

#gotoexplore

Key elements of success…

•  Don’t ask: “What tool should I use?”

•  Instead ask: “What toolbox do I need?”

So, what’s in the toolbox? •  Social media aggregator (Radian6, Sysomos, etc.) •  Owned media insights (Facebook, Twitter, etc.) •  Engagement tools (Tweetdeck, Hootsuite, Jive, etc.) •  Web and search analytics (Google, Omniture, etc.)

Contents are proprietary and confidential.

Think “toolbox,” not tool

Channel Capture

Twitter firehose access

Full-text versus content snippets

Mention categorization/tagging

Spam prevention

Reliable capture through API

Workflow functionality

Consistent user interface

Historical data

Nine elements to evaluate a social media listening tool

Social Conversation

Tool

Text Data

Non-Text Data

Reporting

Internal Engagement

Team

Dashboards

Recurring

Event-based

Specialized Research

Measurement

Executive

Business

Analyst

Feedback Loop /

Optimization

Developing your social intelligence supply chain

@CHUCKHEMANN ON TWITTER

•  What are people saying about your brand

•  Where people are talking about your brand

•  When people are talking about your brand

•  Who is talking about your brand

•  Why people are talking about your brand

Framing your reporting approach around the Five W’s

Contents are proprietary and confidential.

Daily: Media flow, news synopses, topline opinions

Weekly: KPI tracking, red flags, tactical decisions,

editorial planning, traffic/sales impact

Monthly: KPI trends and insights, strategy evaluation,

program optimization, problem resolution

Hourly: Competitive alerts and crisis management

Quarterly: KPI executive reviews, strategy shifts,

problem escalation, cross-discipline impact

Annually: Business and comms planning, long-range strategy, KPI assessment and goal setting

Timely Intelligence à Timely Decisions

In-House Business Analyst

In-House Business Reporting

Business/Brand #2

Social COE Stakeholders

Agency Partner(s) & External Analysts

In-House Business Analyst

In-House Business Reporting

Business/Brand #1

Social COE Stakeholders

Agency Partner(s) & External Analysts

In-House Business Analyst

In-House Business Reporting

Business/Brand #3

Social COE Stakeholders

Agency Partner(s) & External Analysts

In-House Business Analyst

In-House Business Reporting

Business/Brand #4

Social COE Stakeholders

Agency Partner(s) & External Analysts

Plan the human resources, not just technology

Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/ @chuckhemann ON TWITTER

•  Take advantage of existing training programs

•  Start with a core team of people within the company

•  Spread training program to other parts of the organization gradually

•  Hands-on training as much as possible

•  Create incentives/requirements to complete training programs

Putting together an effective training program

Full Awareness / Understand Timing / Linkage

Modern Day Issue Management

Contents are proprietary and confidential.

-180 +180 Prepare for Media Call

Optimize Search

Profile Pro / Con

Influencers Know SOC

Volume Know

(-) Words

Identify Issues (>90% are Known)

Right Influencers

Right Words

Right Content

Correct History

ISSUE HITS

Content Syndication

Network

Right 3rd

Parties

Right Story

Brief / Get to Know the Influencers

Place Right

Content

Tag the Right Words

Macro Industry Issues

Create an early warning

system.

0

Monitor even after issue burns out.

SEARCH LEADS TO RIGHT CONTENT

REPORTERS INFLUENCED BY SEARCH + COMPANY

Modern day issues management

17 Contents are proprietary and confidential.

Developing your response protocol

1.  Supplement social listening tools with additional data sources

2.  Use combination of human-coding and NLP to gather relevant conversations

3.  Filter spam using the best tools, keyword filters and human analysis

1.  Use statistical analysis and modeling to make sense of very large conversations

2.  Integrate metrics from different data sources to make connections between brand activities, social media conversations, and business goals

3.  Analysts and data scientists review results with engagement specialists and thought partners to deliver recommendations

Data Capture / Management Data Analysis / Reporting

Making sure the robots don’t take over the world

@chuckhemann ON TWITTER #gotoexplore

… The answer to this question is, as usual, MAYBE

Do you need the physical command center space?

Contents are proprietary and confidential. @chuckhemann ON TWITTER

Or you can utilize a web-based application that is scalable

Contents are proprietary and confidential.

Chuck Hemann Director, Analytics

Explore Minneapolis August 16, 2012