Social Media Sessions Social Media - Research Alan Long Senior Account Director.

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Presentation transcript:

Social Media Sessions Social Media - Research Alan Long Senior Account Director

Social Media Sessions “ From Social Data to Knowledge” Alan Long Senior Account Director - Data & Insights

90% of people TRUST the recommendations of those they KNOW 70% of people TRUST consumer OPINIONS found online Social Media Sessions Source: Nielsen Global Online Consumer Survey, 2009.

What data can I get? Traffic drivers – Conversions / goals by platforms. Audience profiles – Understand which platforms your desired audience engage with. Age, gender, geographic. Visitation data – Unique audiences, individual visitations, time spent per visit, per week. Engagement – Likes, shares, +1’s, favourites, RT’s, followers, fans Social Media Sessions

What social media data can I get? Conversations – What is being said about your brand and what type of language is being used. – What is being said around your brand? (associations) Sentiment – Is there a positive or negative feel about your brand and what is driving that feeling – themes, individuals etc. Competitive – Strategies and tactics, successes and failures. Social Media Sessions

What social media data can I get? Conversation – # of Audience Comments (or Replies) Per Post Applause – # of Retweets Per Tweet (Twitter), # of Shares Per Post (Facebook & Google+), # of Share Clicks Per Post (or Video) (Blog & YouTube) Amplification – # of Favourite Clicks Per Tweet (Twitter), # of Likes Per Post (Facebook), # of +1s Per Post (Google+), # of +1s and Likes Per Post (or video) (Blogs & YouTube) Economic Value – Sum of Short and Long Term Revenue and Cost Savings Social Media Sessions

What does it tell me? Evidence to support strategies Consumer / community insights. Competitive insights. What posts work and what doesn’t. Market trends and changes. Evidence and guidance for content. Identify ad & promotional partners Benchmarking Language of the community Social Media Sessions

Data to knowledge Social Media Sessions data information insight knowledge Human input and effort ->>>> Value to Marketing and Corporate Affairs ->>>> add filters and screens. i.e. test hypothesis / ask questions add context vertical expertise and political / economic take action measure outcomes & repeat process

Social Media Landscape Social Media accounts for 1 in 7 of all our online interactions. Social Media Sessions +5.6% YoY Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.

Social Media Landscape Social Media Sessions Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.

How do we stack up against the UK and US? Social Media Sessions Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.

More important that search? Social Media Sessions Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.

Social Media comparisons Social Media Sessions Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.

How much time do we spend? Social Media Sessions

Who participates and consumes? Social Media Sessions year olds? year olds? year olds? year olds 55 years +?

Summary Social Media Sessions Establish success metrics based on business objectives. Measure those metrics through to economic benefit. Understand where the audience is. – Don’t go to Facebook just because everyone else is. Listen to the audience and use their language in your communications.

Alan Long