Facebook Data Overload: How to Measure Success
When you log into Facebook Insights (the native analytics tool for pulling data about your Facebook brand pages & apps) it’s easy to get overwhelmed. A single Insights report from Facebook includes 60+ Excel tabs full of data – the first tab alone provides over 90 different unique (and uniquely named!) metrics, while each subsequent tab provides more data that can be used to help tell a story. All-in-all, a Facebook-page administrator has access to several hundred data points that can provide insight into a campaign. While it’s great to have access to all of this information, it’s no surprise that most advertisers, companies, research organizations, and analysts are left confused when it comes to sorting out...
#TVnext: a social listening recap
Between an in-person audience of over 300 people, and 8,700 unique viewers on Ustream, yesterday's second-annual #TVnext summit caused a stir in the social sphere- and our consumer insights team was busy tracking the conversations happening throughout the day.
Real-Time Social Listening: Top-line Results
The #TVnext summit garnered about 2,000 total tweets, which resulted in approximately 20 million social impressions. Hourly Twitter...
Navigating the SMM Waters
Ok, so you have a great social media strategy in place, now what? Social Media Monitoring (SMM).As important as social media strategy is for your business, once you have built all of your social media profiles and are engaging other people online regularly, it is equally important to MONITOR the effectiveness of social media for your business. You need to keep your finger on the pulse and have as much control as possible over the flow of your business success so that it will be extremely easy to identify what is working and what is not working.Oneforty recently surveyed 150 social media professionals to learn about their thoughts around social media monitoring. The survey labeled "Continue reading »
Why Twitter Matters For Your Brand
Time Magazine recently posted the 140 Best Twitter Feeds. The list is comprised of all the influencers leading and shaping the conversations around the world. They broke up the list into popular categories, one of which is companies. So did your brand make the list?Twitter has become a critical part of marketing strategy for the largest brands on this planet. It comes down to this - write a good enough one liner tweet and you'll get the followers who will soon convert into customers. Much...
Digging Around in Personal Analytics
When I first heard about About.me, a relatively new website that functions as a personal, interactive calling card of sorts, I imagine I had the same reaction as a lot of folks:That's nice, but honestly, I don't need one more "online thing" to manage.After scrolling through a dozen or so random profiles, I was pretty much ready to write the site off as a vanity display for techno hipsters, models, and sensitive photographers.I changed my mind. At least, I think I did. And I'll tell you why.After hemming and hawing, I actually sat down to create a profile. "Well, I should at least reserve my name before someone else does," was my reasoning.If that wasn't enough motivation, then I read that Continue reading »
Nielsen TV Ratings Meet Twitter Sentiment
Over 1/3 of new Fall TV shows get cancelled each year. We wanted to assess how Twitter sentiment (via Radian6) correlates with TV ratings (via Nielsen) so we brought together a few members of our Broadcast Network + Digital Strategy teams. Here’s our 10 minute video analyzing the data and predicting which shows might be next on the cancellation list:The charts featured within the video can also be viewed/downloaded on slideshare:2010...
The Importance of Real-time Social Listening
There is great tension when it comes to proving the value of social media in the context of business and communication goals. While “social media monitoring” has certainly graduated beyond a buzzword, there is still no single out-of-the-box service available to perform the task. No matter the platform or tool, there’s a huge human element required to truly determine the context and sentiment of a conversation. For us, social media monitoring and analysis is a crucial component of our clients' marketing programs.(It’s so crucial, that for some of our clients, we do a complete social footprint analysis twice a week all year long.)Our first FutureM event of the week, Continue reading »
The Three Kinds of Benchmarks
We have recently built a social network – a community for sharing stories and support – for a CPG client. Our client had no ROI expectations and no comparable past experience. This was a completely new tactic, in a new medium, targeted at unquantified attitudinal goals. How would you benchmark this kind of activity?Advertisers often struggle over what benchmarks to use or whether benchmarks are even relevant. Here’s what we did to provide accountability and justify the expenditure.Generally, we can define three classes of benchmarks:1. Predictive: what we expect to happen.2. Requirement: what needs to happen.3. Aspirational: what we hope to happen.Predictive benchmarks are forecasts based on similar activities or on models that extrapolate from...
A Site That Went Viral and The Numbers Behind It
It is an unfortunate but understandable reality that while we often marvel at digital projects that spread like wildfire across the web, we rarely get a chance to look at the numbers behind them. Between January and May, we built, launched and monitored Jerzify Yourself (warning: sound on autoplay) to get just such a glimpse into the dynamics of spreadable content.This is going to be a long post, so if you are in a hurry, check the summary published in AdAge or scroll all the way down to the list of the most important things we've learned from this experiment.The SetupJerzify Yourself was created in...
RESULTS: We “Check In” For Social Currency & Tips
The results from our location-based social network poll are in. We asked the question, “Why do we check-in?” And overwhelmingly, the answer is to accumulate social currency, read insider tips, and compete to be #1.
We are more open to trying new places.
55% of our Location-Based Services (LBS) respondents agree or strongly agree that they are open to trying new places as a result of using location-based social networks. A sampling of the open-ended responses reveals a leaning toward...
