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Human side of social media analytics, presented by Jim Sterne

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In his Brands-Only Summit Pre-Conference presentation, eMetrics Summit & Digital Analytics Association's Jim Sterne talks about how to analyze social data with a humanistic approach.

He also explains how to use that analysis in order to advance organizational goals.

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Human side of social media analytics, presented by Jim Sterne

  1. 1. Human side of social media analytics JIM STERNE EMETRICS SUMMIT & DIGITAL ANALYTICS ASSOCIATION OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Jim Sterne Human Side of eMetrics Summit Media Analytics Summit Digital Analytics Association Social Media Analytics Free Social Media Metrics books in the front rows Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  3. 3. Technical Side of Social Media Analytics Human Side of Social Media http://www.perceptualedge.com/blog/?p=820 http://www.perceptualedge.com/blog/?p=820 Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  4. 4. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics How many people How many mentions How many minutes How many shares/retweets How many likes and dislikes Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  5. 5. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics Buzz Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  6. 6. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics Influencers Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  7. 7. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics Influencers Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  8. 8. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics Influential Topics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  9. 9. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics Sentiment sarcasm, idiom, context, age, language, time, all of above Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  10. 10. Technical Side of Social Media Analytics Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  11. 11. Measure Technical Side of Social Media Analytics Data Governance Collection Cleansing Protection Deletion Ownership Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  12. 12. Measure Technical Side of Social Media Analytics Data Governance Data Confidence Human Side of Social Media Financial/Transactional 98% Customer Satisfaction 90% Online Behavior 75% Advertising Response Rates 70% Social Influence 70% Social Sentiment 65% Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  13. 13. Measure Technical Side of Social Media Analytics Data Governance Data Confidence Data Integration Extract, Transform, Load Munge Wrangle Transmute Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  14. 14. Measure Technical Side of Social Media Analytics Data Governance Data Confidence Data Integration Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  15. 15. Technical Side of Social Media Analytics Human Side of Social Media Measure Analytics ≠ Analysis Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  16. 16. Measure Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  17. 17. Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  18. 18. Human Side of Social Media Measure Analytics ≠ Analysis is all about goals Defined – language Specific – amount and time Supported– politically aligned Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  19. 19. Human Side of Social Media Analyze Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  20. 20. Human Side of Social Media Analytics Analyze Proxies for Goals Social Web Like Click Follow Visit Retweet Watch Post Join Comment Subscribe Rating Register Bookmark Survey Recommend Qualify Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  21. 21. Analyze Analytics Buzz Value Human Side of Social Media Recommended Purchased Interacted Clicked Commented Repeated Rated Saved Saw Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  22. 22. Human Side of Social Media Analytics Analyze Impact of Social Efforts Campbell Soup tweeted 72nd anniversary of Pearl Harbor ATT and Build-a-Bear accused of capitalizing on 9/11 Kenneth Cole joked Arab Spring uprising due to their new spring collection DiGiorno Pizza responded to the #WhyIStay hashtag about domestic violence with, You had pizza. Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  23. 23. Anomalies The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  24. 24. Anomalies The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  25. 25. Anomalies Segmentation Human Side of Social Media Analytics Everybody is different Some people are similar Find similarities Test hypotheses about cohorts Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  26. 26. Anomalies Segmentation Reason Backwards Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  27. 27. Anomalies Segmentation Reason Backwards Avoid the traps Human Side of Social Media Analytics Do not use statistics as a drunken man uses lamp-posts – for support rather than for illumination - Andrew Lang Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  28. 28. Anomalies Segmentation Reason Backwards Avoid the traps Cognitive Bias Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  29. 29. Anomalies Segmentation Reason Backwards Avoid the traps Human Side of Social Media Correlation is not causation Analytics Churches cause alcoholism Ice cream causes drownings Smoking lengthens seniors’ lives Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  30. 30. Anomalies Segmentation Reason Backwards Avoid the traps Human Side of Social Media Correlation is not causation Analytics Churches cause alcoholism Ice cream causes drownings Smoking lengthens seniors’ lives Spurious Correlations: tylervigen.com Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  31. 31. Anomalies Segmentation Reason Backwards Avoid the traps The art of the art Human Side of Social Media Analytics Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  32. 32. Human Side of Social Media Analytics Anomalies Segmentation Reason Backwards Avoid the traps The art of the art http://www.visual-literacy.org/periodic_table/periodic_table.html http://extremepresentation.typepad.com/files/choosing-a-good-chart-09.pdf Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  33. 33. Human Side of Social Media Analytics All models are wrong some models are useful George Box Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  34. 34. Human Side of Social Media It’s not having the best answers It’s asking the best questions Analytics It’s not having the right numbers It’s deriving meaning from the numbers Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  35. 35. Jim Sterne eMetrics Summit Media Analytics Summit Digital Analytics Association Human Side of Social Media Analytics Free Social Media Metrics books in the front rows Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
  36. 36. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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