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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% - PowerPoint PPT Presentation
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Social Media Sessions
Social Media - ResearchAlan LongSenior Account Director
Social Media Sessions
“ From Social Data to Knowledge”
Alan LongSenior Account Director -Data & Insights
90%of people TRUST the recommendations of those
they KNOW
70%of people TRUST consumer OPINIONS found online
Social Media SessionsSource: 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
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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
Hum
an in
put
and
effor
t ->
>>
>
Value to Marketing and Corporate Affairs ->>>>
add filters and screens.i.e. test hypothesis / ask questions
add contextvertical expertise and political / economic
take actionmeasure outcomes & repeat process
Social Media Landscape• Social Media
accounts for 1 in 7 of all our online interactions.
Social Media Sessions
Social Networks; 14.9%
Other; 85.1%
+5.6% YoY
Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.
Social Media Landscape
Social Media Sessions
Socia
l Netw
orks
Searc
h Eng
ines
Multim
edia
Porta
l Fron
tpage
s
Banks
and Fin
ancia
l Insti
tution
s
Servi
ces
Referen
cePri
nt
Games
Softw
are0.0%
4.0%
8.0%
12.0%
16.0% 14.9%
11.7%
4.9%3.8%
3.1% 2.8% 2.7% 2.6% 2.4% 2.1%
Most Visited Industries - Jan '12
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
AU UK US -
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
14,000,000,000
1,022,589,391
2,447,695,675
11,315,185,337
Total Visits - Jan 12 - Social MediaJan-11 Jan-12
Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.
More important that search?
Social Media Sessions
Jan-09
Mar-09
May-09 Jul
-09
Sep-0
9
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-1
0
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-1
1
Nov-11
Jan-12
8%
10%
12%
14%
16%
Social Media vs Search Engines, Share of Total Visits
Search Engines Social Media
Source: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.
Social Media comparisons
Social Media SessionsSource: Experian Hitwise January 2012 and 2011 by All Australian Internet Users.
How much time do we spend?
Social Media Sessions
Faceb
ook
foursq
uare
Google+
instagr.a
m
Linked
in
Path.co
m
Pinter
est.co
m
Stumble U
pon
Twitte
r
YouTu
be0:00:00
0:07:12
0:14:24
0:21:36
0:28:48
0:36:00
Visit Time Jan 2011 Visit Time Jan 2012
Who participates and consumes?
Social Media Sessions
18-24 25-34 35-44 45-54 55+0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
0
20
40
60
80
100
120
140
11626.7%
Social Media Age Profiles
Share of Audience Index vs. Online Population
Shar
e of
Aud
ienc
e
Inde
x vs
. Onl
ine
Popu
lati
on
• 18-24 year olds?• 25-34 year olds?• 35-44 year olds?• 45-54 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.
