Data from social media is useless unless it helps you make positive improvements and decisions that have a measurable impact. Unfortunately, dealing with data is like trying to untangle a knotted mass of chain. Those who are attempting to unravel the chain of data often get caught up in it, preventing clear data and insights from being turned into meaningful action. That’s why it’s crucial to have a good plan and efficient system to help you. Before you can begin to untangle data from social media monitoring, you have to know what you want to achieve. Do you want to learn why customers switch to the competitor or predict what they will purchase next? Only then can you focus monitoring in the areas that will help you get the answers to these questions. Once properly placed data monitoring uncovers the insights, you’ll be able to take action. Data may show that customers who bought a certain product are in the market for the add-on to the item. So why not put the items on the shelf next to each other or offer a coupon for the add-on item with the purchase of the first product? Unraveling data and insights from social media monitoring takes patience and persistence in order to gain valuable insights. Join our panel of experts as we discuss: -Defining social media monitoring goals and prospects. -Charting an analytics process that will deliver actionable insights. -Choosing the best tools for listening, and tracking engagement and activity. -Deciding where data and insights are routed and who will take action on them. -Measuring the success of marketing campaigns driven by a

1. Measurement: Best Practices on Turning
Insight into Action
#SMTLive

2. Thanks to Our Sponsor
@Brandwatch

3. Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Will McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New
York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands
including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events,
most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a
passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our
organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging
revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency,
which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First
Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes
Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works
on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to
AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients
like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis.
Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine
Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging
technology. @travisbernard
Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the
team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the
reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned
and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service
mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and
emceeing charity fundraisers.
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media
and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition
(Wiley 2012). @PaulDunay

5. Driving insights into the social
business ecosystem
LISTENING
ANALYTICS
Facebook
LinkedIn
Blogs
News sites
Forums
Etc.
Twitter
Marketing
Sales
Customer
Service
ENGAGE
COLLABORATE
COMMUNICATE
ENGAGE
COLLABORATE
COMMUNICATE
R&D
Social
Hub
INSIGHTS
THAT
INFORM
ACTION

6. Defining objectives:What are you
trying to achieve?
Social analysis can provide brand value throughout
multiple points in the customer lifecycle
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
Grow, nurture, and
protect brand
reputation
MITIGATE RISKS
REDUCE COSTS
Gain insight into brand
perception, purchase
intent & what makes
buyers tick
INCREASE DEMAND &
COMPETITIVE EDGE
Expand target market
reach & influence
DRIVE REVENUE
REDUCE TIME TO
SALE
Turn buyers into
fiercely local
customers
REDUCE CHURN
INCREASE
SATISFACTION

7. How to turn data into insight and action
Create
Content
Publish and
Amplify
Content
Gather Data
Produce and
Analyze
Reports
Identify Wins
and
Shortcomings
Brainstorm
New Tactics
to Test
Optimize
Content and
Refine
Strategy
@travisbernard#SMTLive

8. Will increasing Facebook posting have a
positive impact on traffic?
• Posting was infrequent on
the weekends
• Total fans online on the
weekends is high
• Can the audience handle
more posts, especially on the
weekends?
Data from August and September 2013
@travisbernard
0
10
20
30
40
50
60
70
Which Days Were We Posting the Most?
0
5000000
10000000
15000000
20000000
How Many of Our Facebook Fans Are Online?
#SMTLive

9. Will using more link posts have an impact on traffic?
• Most of our posts were photos with shortened links
• Our link posts sent more traffic to our site, but photos were more engaging
• What would happen if we used more links over photos with shortened links?
Data from August and September 2013
@travisbernard#SMTLive
8%
1%
91%
Posts by Type
Links Text/Status Photos
250
41
133
0
50
100
150
200
250
300
Average Link Clicks
Which Post Type Drives More
Traffic?
Links Text/Status Photos

10. What did we change?
• More total posts, especially on weekends (starting in October)
• Shift towards more link posts
@travisbernard#SMTLive
0
50
100
150
200
250
300
350
400
450
500
How Many Facebook Posts Did We
Make Each Month?
23%
7%
70%
Posts by Type in April 2014
Links Text/Status Photos

11. What happened?
@travisbernard#SMTLive
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
How Much Traffic is Facebook Driving?
Referrals from Facebook

12. What are we trying to achieve?
• Advocacy
• Awareness
• Affinity
• Action
• Shares/RTs
• Reach
• Engagement
• Likes/Favorites
• Frequency
• Click-through
• Follows/Subscribes
Set KPIs that drive you toward your goals.

13. • Stretch
• Condense
• Pivot
• Break
• Compare
• Contrast
0
10
20
30
40
1 2 3 4 5 6 7 8 9 10
Clicks By Day
What’s hidden in the numbers?
• Time
• Filter
• By Hour
• Change Axis
• Impressions
• Demo
• Post Type
• Benchmarks
• Other Data
0
5
10
15
1 2 3 4 5 6 7 8
Clicks By Hour
0
10
20
30
1 2 3 4 5 6 7 8 9 10
Men
Women
Clicks By Day
0
200
400
600
800
Jan Feb Mar Apr
2013 Women
2013 Total
2014 Women
2014 Total
Clicks By Month

14. What do we do with insights?
Verify
• Consider
external factors
• Beware False
Positives
Report
• Report key
findings first.
• Tell the story in
a way that’s easy
to understand.
Action
• Hypothesize
• Test
• Record and share
success
What? …So What? …Now What?

15. #SMTLive
Our Speakers
Will McInnes is a senior executive at Brandwatch, a leading social media analytics tech company. With offices in New
York, San Francisco, Berlin and Brighton, Brandwatch provides social media monitoring and analytics for global brands
including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. Regularly speaking at key industry events,
most recently at TEDx, Will is a frequent presence on the world stage speaking to audiences of all sizes. He is a
passionate pundit on 21st century business and how the Internet is radically changing our personal behavior, our
organizations and our society. His book Culture Shock, published by Wiley in August 2012, describes this emerging
revolution. Prior to joining the Brandwatch team, Will was founder and Managing Director of NixonMcInnes, an agency,
which provided strategic social media consultancy to major brands across Europe including Barclays, Cisco, First
Group, Foreign & Commonwealth Office, Telefonica O2, and WWF. @willmcinnes
Travis Bernard is a social media analytics and strategy specialist based out of the DC metro area. He currently works
on the Audience Development team within AOL's Analytics division, and he helps build brands and drive traffic to
AOL's properties through social media. Before his time at AOL, Travis worked on the ad agency side, assisting clients
like the National Guard and Walt Disney Studios with social media strategy, research, reporting, and trend analysis.
Travis was a speaker at the SMX Social Media Marketing Conference in 2013, and he also writes for Search Engine
Watch. In his free time, Travis enjoys seeing live music, traveling, wakeboarding, and reading about emerging
technology. @travisbernard
Steve Burchett helped a large beverage company found their digital analytics and insights team in 2012, and led the
team in telling the rich story behind the data. Today he measures the health of several global brands, monitors the
reputation of a billion-dollar company, and reports the success of multi-million dollar marketing programs via owned
and earned media in social and digital. Steve also passionately advocates for user experience and teaches the “service
mindset” to audiences in three countries. When not buried in a screen, Steve’s in front of crowds organizing and
emceeing charity fundraisers.
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media
and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition
(Wiley 2012). @PaulDunay

16. Thanks to Our Sponsor
@Brandwatch

18. #SMTLive
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Free Ticket to The Social Shake-Up!
#SMTlive Audience:Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
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19. Upcoming Webinars
May 27th
From Employee to Advocate: MobilizeYour Team to ShareYour
Brand Content
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