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A Framework for Social Analytics

A Framework for Social Analytics
128,168 views Featured in: Technology This report is intended primarily for business people who are tasked with understanding, ... This report is intended primarily for business people who are tasked with understanding, interpreting, and acting on social data—executives, strategic planners, social strategists, and marketers. It will outline the key challenges of social data, propose a value-based framework for social analytics, and recommend clear and pragmatic steps that companies engaged in social media must follow to ensure they are gaining insights, measuring effectively, interpreting accurately, and taking appropriate action—both today and in the longer term. Statistics Views Total Views Views on SlideShare Embed Views Actions Likes Downloads

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Related:  SocialAnalytics and ROI

Measure ROI with Google Analytics First off, I want to preface this post with the fact that social media shouldn’t be done only with the goal of making direct conversions. Social media is about building new relationships, generating word of mouth marketing, and strengthening brand loyalty with your customers. That said, I know that there are a lot of you who may be curious about the monetary value of your social media campaign, have clients that are asking the value of the social media services you provide for them, or simply want to learn more about how your social media strategy is leading to conversions. You’ll be celebrating your social media goal conversions too!

Calculate the ROI of Social Media inShare629 Guest Post by Jaap Favier, managing partner of The Small Circle What is the secret of bars? Why do we happily pay four times as much for beer in a bar as in a store? We pay this brand premium to be with friends. Everything is contagious This is the second of two articles on the recent outbreak of social contagion studies. The newspapers are saying a social plague has struck mankind. Scientists contend that everything from obesity to happiness to loneliness can be "socially contagious"—meaning that if your friend gets fat, gets happy or grows lonely, you are at increased risk of doing the same.

Social Media Measurement Hot on the heels of last week’s Altimeter Open Research Report on Converged Media, today, analyst Susan Etlinger, Researcher Andrew Jones, (I served as editor) have published a report answering the absolute top asked question in the social space: “How do companies measure ROI of social?” In this definitive report, Altimeter found that there are half a dozen methods being deployed, each with flaws and strengths. It’s key that the business knows which method to deploy, when, and then line up the right process, teams, software, and partners to help. Despite a thorough look into leading case samples and speaking with dozens of members of the ecosystem, we found there is no single solution that is fool proof.

The Pyschology of Influence and Sharing The NYTimes recently covered researchout of the University of Pennsylvania to understand the drivers of the NYTimes "most-emailed" list which appears on their site and reflects what stories readers are sending around the most. I continue to believe that psychology is the next rediscovered territory for marketers. With all this talk about behavioral marketing you would think psychology is downright passe. My team at Ogilvy has been spending a fair amount of time re-examining Cialdini's drivers of influence and persuasion in relation to social media. Here is a crude juxtaposition of Cialdini's concepts against a social media context.

The Social Media ROI Cookbook: How Brands Measure the Revenue Impact of Social Media Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI? My colleague Andrew Jones and I spoke with 16 brands, 38 vendors, 3 agencies and 4 ecosystem contributors, and surveyed 71 social media and analytics practitioners to answer this question and provide pragmatic recommendations. The result is our “Social Media ROI Cookbook,” which aims to identify and describe the most effective “recipes” for measuring the revenue impact of social media that we have seen adopted to date. Here’s what we learned: Only 30% of brands we surveyed consider themselves to be “effective” or “extremely effective” at connecting social media to revenue.

16 social media guidelines used by real companies In a post I wrote called the A-Z of social media for brands I decided that P stands for Policy. I'm not one for too many rules and regulations, but it is a good idea to define some clear guidelines to help staff (especially novices) to do the right thing. So let’s take a look at some real world social media policies and guidelines as used by companies.

8 Online revenue model options for Internet businesses Selecting the best revenue options for Internet startups I’m often contacted by site owners with an idea for a new site who are trying to work out how much revenue they’ll be able to raise depending on the number of visitors to their site. There’s no simple answer to this, but to help, several years ago I created this spreadsheet model which also features in my books as an activity to help students working on this topic. How to Measure Social Media ROI for Business Social media measurement is one of those topics about which everyone has an opinion, but nobody agrees on the solution. The question about how to measure the return on investment (ROI) for social media participation comes up in every workshop I deliver, as definitive, statistic-based metrics seem to be the primary way communicators feel they can secure approval and budget for these programs from their management teams. If you’re waiting for someone to provide that magic bean, then put away your watering can. It ain’t gonna happen. That’s one of the reasons why I tend to think that social media (by which I mean actual conversations and relationship building exercises, not widgets and Facebook fliers) is more aligned with the goals of a PR program than it is with marketing.

Linkedin.com Traffic and Demographic Statistics by Quantcast This compares audience composition of the site or mobile app to each platform population. The higher the index number, the more concentrated the property is in a particular demographic. As an example, if a property indexes 100 for age 18-24, that means a given visitor to it is as likely to be 18-24 as any internet user chosen at random. An index of 200 means the visitor is twice as likely to be 18-24, 50 means half as likely, and so on. 1. Segment refers to the demographic composition attribute. The Maturation of Social Media ROI Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook. The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

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