Social Media Sessions

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

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

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

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

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

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

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

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

16. Summary • 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. Social Media Sessions

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