In his presentation, WebMetricsGuru's Marshall Sponder shares a methodology brands can use to decide their internal readiness for a converged analytics implementation. He explains how to use data from signals that include their online social presences, team structure, and executive buy-in.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Enterprise social data
success factors
MARSHALL SPONDER
WEBMETRICSGURU
DECEMBER 9–11, 2013

2. Enterprise Social Data Success Factors
12/9/13 Orlando, Brands Only Summit
Marshall Sponder WebMetricsGuru INC.

3. What we will cover
1. Learn a simple approach to extend the utility of
third party market research regarding your
company, industry and competition using
LinkedIn, Facebook and Twitter.
2. Understand the Social Data Readiness of your
organization using the same approach.
3. Develop simple Rubrics that can work in any
organization.

4. Goal :
Demonstrate a
simple method you
can use to better
utilize Social Data
and 3rd party
research data in
your organization

5. Setting
Expectations
About
Data
......

6. Social Data is easier to work with, and potentially
more valuable to develop in some industries, than
others according to McKinsey

7. Effectiveness of social data correlated to the number of
analysts who are working with social data integration
Source: LinkedIn – number of analysts
working with social data from companies
represented at this conference

8. Social Data has several uses
http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html

9. Social Data is barely recognized in the business
processes of companies represented at this conference
http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html
14,436
Total
9 with Social
in title
442 CRM
Total
27 Social in
title 2%
0 Social in
Title 0%
3 with Social in
Title 1%
Source: LinkedIn
344
Total
144
Total
1522
Total
0 with Social
in Title
4523
Total
4 have social
in Title

10. Social Data is often not formalized, standardized or
centralized
http://semphonic.blogs.com/semangel/2011/10/social-media-measurement-and-analytics.html
14,436
Total
9 with Social
in title
442 CRM
Total
27 Social in
title 2%
0 Social in
Title 0%
3 with Social in
Title 1%
Source: LinkedIn
344
Total
144
Total
1522
Total
106 PR
with some
connection to
Social Media
31%
17
with some
connection to
Social Media
12%
213
with some
connection to
Social Media
14%
25
with some
connection to
Social Media
6%
0 with Social
in Title
4523
Total
136
with some
connection to
Social Media
3%
4 have social
in Title
37
with some
connection to
Social Media
.3%

11. Rubrics
are
Needed
to
Evaluate
Social
Data
Work
http://www.toucaned.com/ART/product/RubricCards.jpg

12. Rubric: Is 1% your company's headcount made
up of analysts working with Social Data?
Hint: Use LinkedIn searches on company name where "analytics" or "analyst"
http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence

13. 662,169
or 99.97%
2,088
or .3%
Not enough Analysts - 0.3% of the employees of work with social
data attending this event
Employees of companies at this conference on
Linkedin
Analysts in those companies involved with
social data integration

14. Social Data Analysts may often lack visibility to
the Exec Suite
Hint: You can mine Followerwonk/Twitter, Facebook Graph Search, and LinkedIn to find out how
many are visible in Social Media and what they are saying.
http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence

15. Analysts working with Social Data are
focused on growing the business

16. LinkedIn Search Query generating the statistics
appearing on the last few slides
http://www.linkedin.com/vsearch/p?keywords=%22social%20medi
a%22%20OR%20%22social%20data%22&title=Analytics%20OR%2
0Analyst&openAdvancedForm=true&titleScope=C&locationType=I&
countryCode=us&f_CC=1720,1307,1550,2381,2532,1103,19722,1882,
1207,3364,1035,2213,1864,1431,1703,4725,2467,4399,1534,2127,360
0,3589,4969,1128,2380,2775,4037,1669,1841,4501,1116,4128,3460,1
231,157329,9286,2822,4599,3240,3863,369633,163009,163225,3411
,2551,5670,3388,4207,2576548,1304385,1397,1602,163886,1597,425
5,165109,4768,157353,4647,1879,2677,4999,4345,4729,7616,5471,30
65,3433,3549,163347,163787,2109,165755,7887,9112,3409,1929,467
5,7639,1526,4427,1497,2987,163234,7262,166905,165022,5892,1641
78,2193,4960,9152,15080,3144,165888,15648,4593,7197,8791,16522
2,2818,9062,10111,5291,26195,40025,52730,13212,104992,12518,163
025,23858,1885,227303,2038,318858,6257,24099,232888,1002745
,1503601,948895,165493,350986,1089241,1333236,2268220&rsid=
3126411384560508886&orig=MDYS

17. Use this approach to look at any company’s culture
Hint: Use Facebook Graph Search and Facebook Advertising - this is outside of the 1 percent head
count search on LinkedIn.
http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence
https://www.facebook.com/search/108146069213926/job-liker-
union/employees/present/218566214841042/employees/present/intersect
4K 4 Execs

18. Here’s a example: using LinkedIn Premium - 18
CXO/VP’s at 3M have a connection with Social Data
http://www.linkedin
.com/vsearch/p?type
=people&keywords=
%22social%20media
%22%20OR%20%22
social%20data%22&
orig=FCTD&rsid=31
26411384646507771
&pageKey=voltron_
people_search_inter
nal_jsp&openFacets
=N,G,CC,SE&f_CC=
1864&f_SE=3,4

19. Executives can use LinkedIn and Facebook Data to get a
quick snap shot at the Convergence Readiness of your
organization
http://www.clickz.com/clickz/column/2290887/the-1-percent-rubric-5-questions-leading-to-convergence

20. Methodology can be used to extend 3rd party research
such as Altimter
http://www.slideshare.net/Alt
imeter/slides-social-data-
intelligence-webinar-by-
susan-etlinger

21. LinkedIn can provide organizations attending this conference
with additional data to better leverage 3rd party market
research
Source: LinkedIn Searches - 5042 accounts total
Sensor data, wearable
computers and augmented
reality are where the next
business boom lies but
there are few resources yet
devoted to this area.

22. Social Data across functions of organizations at this
conference
Note: LinkedIn's Taxonomy doesn't match the categories Altimeter used when devising their
survey and the results are not an exact match.

23. Takeaways and Learnings

24. 1. Use LinkedIn to extend out Third Party Survey
Data (Qualitative Data)

25. 2. Organizations can better understand their
Social Data readiness using LinkedIn, Facebook
and Twitter

26. 3. Social Data needs to be formalized so it
can be used at an Enterprise Level
Source: http://dionhinchcliffe.com/2012/05/01/social-business-in-australia-in-2012/

27. Sneak Peek

28. Facegroup »
Twitter Video
Virality - Chris
Hadfield
Understanding how social media spreads has become a
major interest as well as the subject of a new course
@Rutgers

29. Two reasons why people share and spread the
word - psychological and Social motivations

30. Encode Emotions
...

31. Launching Soon

32. Questions?
Marshall Sponder
WebMetricsGuru Inc.
WebMetricsGuru.com
now.seo@gmail.com
@webmetricsguru
Thank
You!

33. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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