Measuring social media success
With marketing dollars so tight, it is critical to determine the value of all emerging media. From reach, frequency and awareness to sentiment analysis and influence graphing, this track is loaded with shortcuts, tips and tricks for getting a handle on the conversation in the marketplace. This track is guaranteed to make you think, to give you a long to-do list and to be the most tweeted.
Moderators: Todd Schauman, Manager, Digital Analytics, The Christian Science Monitor
Tuesday, October, 07, 11:30am – 12:10pm •Room: Cityview
Gary Angel, Partner, EY
Gary brushes aside the hype and shows how big data is more than just the 4 Vs (Volume, Variety, Velocity). He shows how getting down to detailed data makes the order of, time between, and pattern of events the keys to analytics. None of these variables are easily analyzable with common statistical techniques. That’s why Gary makes a very clear case for what makes big data a big deal and how it actually does put unique pressure on both technologies and methods.
Tuesday, October, 07, 1:30pm – 2:15pm •Room: Cityview
Sustaining and Scaling Digital Analytics for Social Media
Vaibhav Garde, Marketing Principal, Interactive Marketing Analytics, Global Brand Engagement Marketing, FedEx Services
How do you measure the business impact of large scale, marketing programs across various social platforms? What processes are needed to ensure that you can measure and optimize the spend on your social digital campaigns? Vaibhav shares tips, tricks and use-cases to reveal ways to develop, maintain and scale social media marketing measurement. While basic measurement principles still apply, Vaibhav provides thoughts and insights about the remaining challenges in measuring the true incremental financial impact of social media marketing.
Tuesday, October, 07, 2:20pm – 3:05pm •Room: Cityview
Less is More: B2B Social Media Marketing
Karen Bellin, VP, Insights & Action, Digitaria
How do you put forth data driven ideas and clearly communicate the meaning behind the metrics? Your job is not just to analyze, but to synthesize data by crafting cohesive, contextual narratives and communicating facts and figures in a visually compelling way. Karen explains how to provide actionable recommendations that take into account business impact and the competitive landscape. Arm your social media and search marketing colleagues with data informed strategies and goals so they can execute tactics that garner results.
Tuesday, October, 07, 3:30pm – 4:15pm •Room: Cityview
Understanding Sentiment Analytics
Michael Wu, Chief Scientist, Lithium Technologies
Sentiment analytics is an automatic and scalable way for businesses to mine the opinions of user generated content on the social web. However, even the best sentiment algorithms are fraught with inaccuracies, exacerbated by many accepted “malpractices” in interpreting sentiment data. Despite all that, sentiment analytics can provide valuable insights when used correctly. Michael explains how sentiment analytics works: where it comes from, why it’s imprecise and some of the major challenges and limitations. He shows ways to overcome some of the limitations and the proper ways to analyze and interpret sentiment data, so you can realize the highest value from your efforts.
Wednesday, October, 08, 2:20pm – 3:05pm
Hope relates how a B2B brand at Google analyzes engagement and referral data to launch a successful social media strategy, growing an audience base by 147% in a 6-month period. She shares how content decisions are made based on analytics, ensuring every social campaign increases engagement, impressions and the brand’s share of voice in both social and traditional media. Learn how Google analyzes social data to guide their global social media strategy, social outreach and outbound communications channels for products like Google Apps for Work, Google Maps for Work and more.
Wednesday, October, 08, 3:30pm – 4:15pm •Room: Cityview
Measuring Social Media Through Google Analytics
Jeff Sauer, Founder, Knowledge Land
While measuring social media started out with fluffy metrics and a lack of transparent data to make decisions, the tools have improved immensely over the years and are no longer an inhibitor to tracking social media successfully. Jeff (@jeffalytics) demonstrates how social media can be measured internally and methods for understanding how social media impacts success… all within Google Analytics! Gain a clear understanding of how to take advantage of the latest features in Google Analytics to become a power user for social media measurement.