Social Media Analytics and Measurement - The Internet Show April 2014 presented by Margaret Manning

1. Social MediaAnalytics and
Actionable Insights
The Internet Show 2014

2. What I do
 Entrepreneur of the year
2010, 2012, 2013
 First Woman in Science and
Technology
 Awarded by Blackberry for
advancing women in technology
 One of the very few women running
a digital agency
 2 daughters, one husband and now
living in Singapore

3. Meet the family

6. Manning Wins Top Award for Women in Technology
Leadership
Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in
Singapore, taking home the top prize for Women in Leadership.

7. • Where to start
• Analysing the data
• Distilling into actionable insights
• And then…
Social media analytics and actionable
insights

8. Where to start?

9. So how can you be successful with social?
Three key methods
• Money
• Luck
• Strategy

10. So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement

11. So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Volvo achieved 71m views with their clever splits
campaign but this was supported by advertising
Get LuckySpend Money

12. So how can you be successful with social?
Three key methods
• Money = advertising
• Luck = viral
• Strategy = engagement
Make A Wish Foundation achieved 750m
#SFBatkid Tweets and a 26% rise in donations
with a heartwarming initiative and a lot of luck.
Get Lucky

13. Our campaign for the RAFB used audience
insight, storytelling and creative to engage young
people with the Battle of Britain.
Get LuckyDevelop a Strategy

14. Analytics starts with a strategy

15. Strategies Planted?  YES

17. SMART Goals
10 New purchase enquires from the new
geographic target markets
Google Analytics: referral visits to website from
social media channels, form completions by the
end of 2014

18. SMART Goals
10% Increase in event registration
Social Monitoring: Measure social campaign and
event registration from campaign month on month

20. Being agile
Discovery and beta testing and light touch
research

21. Henry Ford
Image credits: Joe Shlabotnik (Flickr)

22. Faster horse
Image credits: andy101 (Worth1000)

23. People’s imagination is bound what they
already know

24. Or they may ask for something that’s
impossible
Image credits: Jeff Gothelf

25. Getting into the data

26. “Without analytics,
companies are blind and
deaf, wandering out onto
the Web like deer on a
freeway.”
Geoffrey Moore

27. The data is there waiting to be found!

28. Every social site has data analytics

29. Every social site has data analytics

30. Every social site has data analytics

31. Every social site has data analytics

32. Every social site has data analytics

34. Creating insights

35. MEASURE
CORRECTLY

36. What are the
questions you need
the social and web
data to answer?

37. Who are the people talking about me?
Where are they talking about me?
Who are my influencers?
What do they like or dislike?
How can I engage them?

38. But what’s in a number?
Our following grew by 100,000 fans in 2013!
So What?

39. But what’s in a number?
Our following grew by 100,000 fans in 2013!
Without a benchmark or comparison numbers
tells us very little.
Our competitor’s following grew by 90,000 for the
same period.
Year on year that represents a 30% increase in fan
growth.

40. Actionable insights

41. Follow us…
@ReadingRoomSG
Reading Room Singapore

44. CONTENT
STRATEGY
DEVELOP A
1

45. THE MESSAGE IS
THE CONTENT
THE MEDIUM ISN’T THE MESSAGE

46. What will make your
PERSONALITY
USEFULNESS
RELEVANCE
FORMAT
Content stand out?
1
2
3
4

47. DEVELOP EDITORIAL CALENDARS
THAT ALIGN WITH YOUR OTHER
MARKETING ACTIVITY
Plan, plan, plan

48. make it
shareable
2

49. VACUUM
CONTENT IS NO GOOD IN A
GIVE YOUR AUDIENCES THE
ABILITY TO
SHARE WITH
THEIR NETWORKS

50. LEAD GEN
CAPTURE
POINTS
3INTEGRATE

51. Give and
take.
YOU GIVE US YOUR EMAIL
ADDRESS, FOLLOW US OR
LIKE US

52. STAFF
ACCOUNTABLE
4MAKE YOUR

53. SOCIAL
CHAMPION
STOP GIVING RESPONSIBILITY FOR
SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
GIVE THEM CONTROL, HELP THEM
SPREAD THEIR ENTHUSIASM.

54. LEADERSHIP5SENIOR

55. WE WANT
PEOPLE LISTEN TO AUTHORITY. CEOS
WANT TO SPEAK TO CEOS.
LEADERSHIPIDENTIFY SENIOR SOCIAL CHAMPIONS.
PROMOTE THEM.

56. BUDGET6REASSIGN THE

57. INCREASE
SPEND
ON SOCIAL AND CONTENT
DECREASE
SPEND
ON SHORT TERM LEAD GEN ACTIVITIES

58. INFLUENCERS7INFLUENCE THE

59. STRATEGY8CHANNEL

60. THINK
CONTEXT
WHERE DO YOUR AUDIENCES LIVE?
WHAT CONTENT IS APPROPRIATE FOR
WHICH CHANNEL?
YOUR
WEBSITE
(AND MOBILE SITE) IS STILL VITALLY
IMPORTANT.