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

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

3. 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.

4. 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

5. 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

6. 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 http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Social Media Sessions

7. 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

8. 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

9. 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.

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

11. 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.

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

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

14. How much time do we spend? Social Media Sessions

15. Who participates and consumes? Social Media Sessions 18-24 year olds? 25-34 year olds? 35-44 year olds? 45-54 year olds 55 years +?

16. 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.

17. Alan Long alan.long@theonlinecircle.com 9696 7473