Here's my presentation to a conference that happened in Mexico City this week. I don't have the url of the conference but I was asked to pre-record it (which is up on my blog and in YouTube). Here's the deck by itself.

1. Social
PR Analytics
Mexico
Marshall Sponder
WebMetricsGuru Inc
May 24th, 2012

2. Can Integrity within Social Analytics
exist within a PR Spin Culture?

3. Right Communications R crucial 2 Success

4. Social PR encompasses several
platforms and use cases
PR Monitoring &
Social Campaigns
Consumer Research Support
Listening for Insights
Automating of the
Listening and
engagement
Engagement
Social Media Traditional
Coverage* Media Workflow
Coverage*
NLP (machine Influencer Operational
learning) Identification Metrics
Rich Topic
Low-Latency
Categorization Categorization

5. Including Big Data

6. PR Talent Crunch Circa 1957 - 2012
1957 – Radioactive Mutant
Killer Crabs absorb the minds of
their victims in fictional movie.
Today – Many companies
believe, that by hiring smart
people, they are “absorbing”
their knowledge.
It is more a “culture” problem?

7. Operational
Metrics
Social
Platforms Advanced
NLP Analysis
Listening &
Influence
employed Categorization
vary based
on Use
Cases (what
you need to Customer
Data
Listening &
Web
Integration Analytics
accomplish)
Engagement
& Attrition
Care of Gary Angel – Semphonic.com

8. … are focusing on the Social
Metrics a core requirement for
PR effectiveness, or a
distraction – something PR
agencies, as currently formed
and staffed, don’t do well
enough?
Hint: This is the argument I
made in my book. Is the
situation changing?

9. Social

10. Mobile

11. Search / SEM

12. Glimmers of Hope –Show or Substance?

13. need a good data sample
Care of Semphonic.com

14. Consider the needs for PR – Client Business
often determines how many SM Channels
are active
1. Need to be active where your customers/followers
are.
2. Need to determine what are the most profitable
channels to them to be active in.
3. Need to come up with a business strategy that
maximizes the communications within those channels
(or integrate / improve the one they have).
4. Need to come up with a Measurement Strategy that
is aligned with the business strategy.
5. Need to tightly MAP/TIE the business / measurement
strategy to brick and mortar transactions whenever
possible.

15. What level of Maturity is your Client
(or your Agency) operating at?
4. Scaling &
1. Dormant 2. Testing 3. Coordinating 5. Empowering
Optimization
Resistant to any
Organization
use of social Management
Organizational empowers all
technologies Individuals or begins to
shift toward relevant
due to departments coordinate
growing and employees;
unwillingness to test in isolated across teams
improving social fosters &
participate or pockets and
applications rewards top
"analysis departments
performers
paralysis"
Source: Forrester Research

16. Mature Clients benefit the most from Social
Programs
Source: Collective Intellect

17. Planning for Success

18. Very basic business plan with measurement hooks

19. Consider adopting a more
forensic approach
to Social Data to improve
the effectiveness of
Social Programs in behalf of
your clients
http://www.amazon.com/Pulse-Science-Harnessing-Internet-
Opportunities/dp/0470932368

20. Try to have conversations with clients
like similar to this one
• What Measures do you want to track?
• What Decisions would you make differently were
one of the measures surprisingly high or low?
• What is the threshold of the measure? At what
point if the value was exceeded or dipped would an
alternative action take place?
Source: Douglas Hubbard - The Pulse

21. Consider that
Social Media
Measureable
ROI
is easiest
arrived at by
connecting POINT
OF SALE systems
with Social Media

22. Formulate your plan
(beware of “black boxes”)
Goal(s): Audience:
among
Location: Timing :
through/ with
Vehicle (how your going to do it): Venues (where your going to do it):
ask fans and
customers to
Message (Call(S) to Action):
Regarding our
Product / Service / Program
Success will be
judged by
Metrics/KPI’s

23. Working Together – Contact Me @
Marshall Sponder
WebMetricsGuru INC.
www.smabook.com
www.webmetricsguru.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook