Social analytics involves monitoring, analyzing, and measuring digital interactions and relationships between people, topics, and content on social media. It aims to measure the impact of social media on business metrics. A framework approach includes defining business goals, objectives, strategies, and metrics. Challenges include dealing with too much or too little data and attributing ROI across divisions. Social analytics from a marketer's perspective evaluates metrics like cost per fan or engagement. Microsoft provides tools for social listening, analytics, and integrated campaigns across paid, owned, and earned media.

1. Social Analytics
Marco Rinne (marinn@microsoft.com)

2. Summary
I. Social Analytics Definitions
II. The Importance of Business Goals
III. A Framework approach
IV. Challenges for Social Analytics
V. Social Analytics from a Marketers Perspective
VI. Microsoft - Examples and Tools
VII. What‘s Next?
Marco Rinne (marinn@microsoft.com)

3. definition
Social Analytics (broad)
“Social analytics is monitoring, analyzing, measuring and interpreting
digital interactions and relationships of people, topics, ideas and content.
Interactions occur in workplace and external-facing communities. Social
analytics include sentiment analysis, natural-language processing and social
networking analysis (influencer identification, profiling and scoring), and
advanced techniques such as text analysis, predictive modeling and
recommendations, and automated identification and classification of
subject/topic, people or content.”
(Gartner IT Glossary)
Social Analytics (narrow)
”Social analytics measure the impact of social media on business“
(Awareness Inc. – Actionable Social Analytics; April 12)
Social analytics measure the impact of social media metrics on business
metrics
Marco Rinne (marinn@microsoft.com)

4. mapping engagement to business objectives
business goal brand awareness
metrics/KPI layer share of voice
#brand mentions
interpretation layer #brand+competitor
mentions
data layer #brand mentions
social media
Marco Rinne (marinn@microsoft.com)

5. framework approach
targets
strategy resources metrics
people technology
organization
listening
monitoring
business goals
tools target audience
sentiment
measurement
objectives
Marco Rinne (marinn@microsoft.com)

6. framework approach
business
measurement tactics tools
goals
• brand • awareness • twitter • platform
awareness • engagemen • blog
• support t
cost • influence
reduction Gillin, Schwartzman „social marketing to the business customer“ 2011
Marco Rinne (marinn@microsoft.com)

7. framework approach
people objectives strategy technology
• audience • listening • tactics • platform
analysis • talking • metrics • tools
(social
technographics
• supporting
profile) • …
Li, Bernoff „groundswell: winning in a world transformed by social technologies“ 2011
Marco Rinne (marinn@microsoft.com)

8. framework approach (combined; extended)
business goals
objectives strategy measurement organization technology
• • identify • check
translate • analyse • identify
business relevant necessary
target suitable
goals into metrics, resources
audience tools based
social KPIs • is your
(channels) on strategy
• define organization
media • identify and metrics
objectives success ready for
tactics (that scale)
(SMART) (targets) social
(EP2.0)
optimize
Marco Rinne (marinn@microsoft.com)

9. challenges for social analytics
business goal PR
marketing There is no single
HR ROI
CSS for social media
…
too much data too little data
social media
Marco Rinne (marinn@microsoft.com)

10. the data problem
too much data (ex. Facebook insights; excerpt only)
source:
https://developers.facebook.com/docs/reference/fql/insights
Marco Rinne (marinn@microsoft.com)

11. the data problem
too little data
private social profiles theatlantic.com – referrer analysis
Alexis C. Madrigal, The Atlantic - Dark Social: We
Have the Whole History of the Web Wrong (Oct 12)
media/community cooperations
Marco Rinne (marinn@microsoft.com)

12. the data problem
inconsistant data and
= =
automation limitations
Marco Rinne (marinn@microsoft.com)

13. the ROI problem
Division Objective KPI/metric
marketing increase brand awareness SoV
#sales from social
sales increase device sales
channels
SAT-metrics;
css increase customer satisfaction
#support issues
Marco Rinne (marinn@microsoft.com)

14. social analytics – marketing perspective
MS.COM E-Mail Newsletter
msn.de
Events, Messen
OWNED
MEDIA
Microsoft
Microsoft Partner Channels Microsoft Foren,
Ecosystem Newsgroups, Blogs,
Communities
PAID EARNED
Search Engine MEDIA MEDIA
Marketing 3rd Party/ Community/ Neutrale
Commercial Social Media Communities,
Foren etc.
Blogs,
Display Microblogs
Advertising
Marco Rinne (marinn@microsoft.com) Social Networks

15. social analytics – marketing perspective
Exposure/ Action/
Engagement (Advocacy)
Awareness Conversion
soft metrics soft metrics soft metrics soft metrics
• reach • storyteller • engaged users • external
• # fans • # likes • downloads referrers
• friends of fans • # comments • shop referrals • shares
• impressions • # shares • video views • brand/product
• referrals from • video views • … recommend.
brand/product • picture views • …
website • …
Marco Rinne (marinn@microsoft.com)

16. social analytics – marketing perspective
awareness (Facebook)
30000 140000
120000
25000
100000
20000
80000
15000
60000
10000
40000
5000
20000
0 0
New Fans Lost Fans Fans (total) German FB Brands (avg.) Trend polynominal (R² = 0,96)
Marco Rinne (marinn@microsoft.com)

17. social analytics – marketing perspective
engagement (Facebook)
storytellers – fan adds (unique)
· 100
page posts impressions (unique)
Marco Rinne (marinn@microsoft.com)

18. social analytics – marketing perspective
Exposure/ Action/
Engagement (Advocacy)
Awareness Conversion
soft metrics soft metrics soft metrics soft metrics
• reach • storyteller • engaged users • external
• # fans • # likes • downloads referrers
• friends of fans • # comments • shop referrals • shares
• impressions • # shares • video views • brand/product
• referrals from • video views • … recommend.
brand/product • picture views • …
website • …
financial metric financial metric financial metric financial metric
• cost per fan • cp engmnt • cost per action • cost per referral
Marco Rinne (marinn@microsoft.com)

19. social analytics – marketing perspective
total invest in SoMe platform
Exposure cost per fan =
# new fans in campaign timeframe
total invest in SoMe platform
Engagement cost per engagement =
# comments + # likes in c. timeframe
total invest in SoMe platform
Action cost per action =
i.e. # downloads in campaign timeframe
total invest in SoMe platform
(Advocacy) cost per referral =
# referrals in campaign timeframe
Marco Rinne (marinn@microsoft.com)

20. social analytics – marketing perspective
Windows Campaigns Q1-3 FY 11/H2 FY 11/H2 FY 11/H2 FY 11/H1 financial metrics (avg.)
Campaign (Digital) Bridge Holiday Holiday BTS
Windows campaigns (digital) Q1-3
Media Status
Budget total
Budget spent
Traffic Drivers Off-Net (paid)
Display (Banner-Placement)
Budget spent cost per ad impression
Ad impressions
Clicks (Initial responses)
Initial responses rate (CTR%)
CPC € cost per click
Primary Conversions
(global&local)
Primary CR%
CPA € cost per action
SEM (Holiday ab KW 47)
Budget spent
Clicks
CPC € cost per click (SEA)
Primary Conversions
(global&local)
Primary CR% cost per action (SEA)
CPA €
Total (Display+SEM)
CPC €
CPA €
Marco Rinne (marinn@microsoft.com)

21. social analytics – marketing perspective
(paid) social owned compare
media media media fair
cost per ad cost per cost per
(message) page long term
impression impression impression vs.
short term
cost per cost per
(message) cost per visit
click impression Fans
participate
intentionally
esp. in
cost per cost per action
cost per click / earned
action action channels
Marco Rinne (marinn@microsoft.com)

22. social analytics – examples and tools
Marco Rinne (marinn@microsoft.com)

23. social analytics – examples and tools
Marco Rinne (marinn@microsoft.com)

24. social analytics – examples and tools
Marco Rinne (marinn@microsoft.com)

25. social analytics – examples and tools
Marco Rinne (marinn@microsoft.com)

26. social analytics – examples and tools
Oct25th-
Oct27th
Marco Rinne (marinn@microsoft.com)

27. what„s next? – paid + owned + earned = <3
MS.COM E-Mail Newsletter
msn.de
Events, Messen
OWNED
MEDIA
Microsoft
Microsoft Partner Channels Microsoft
Ecosystem Foren, Newsgroups, Bl
gs, Communities
PAID EARNED
Search Engine MEDIA MEDIA
Marketing 3rd Party/ Community/ Neutrale
Commercial Social Media Communities,
Foren etc.
Blogs,
Display Microblogs
Advertising
Marco Rinne (marinn@microsoft.com) Social Networks

28. what„s next? – paid + owned + earned = <3
earned
investment
owned
paid
„integrated“ digital campaign timeframe
Marco Rinne (marinn@microsoft.com)

29. what„s next? – integrated („big“) data models
display PAID sea
listening SOCIAL social channels
DATA
MOBIL
display apps
E
OWNE
analytics crm
D
Marco Rinne (marinn@microsoft.com)

30. what„s next? – more courage
create
value
brands
leverage have
data purpose
Marco Rinne (marinn@microsoft.com)

31. thank you - Q&A
Marco Rinne (marinn@microsoft.com)