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Distill 100%-Usable Max-Profit Knowledge from Your Digital Data. Do It Now!Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why! Good news: neither have your competitors. It's hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing!* Prioritize-because you can't measure, listen to, and analyze everything* Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors* Measure real social media ROI: sales, leads, and customer satisfaction* Track the performance of all paid, earned, and owned social media channels* Leverage "listening data" way beyond PR and marketing: for strategic planning, product development, and HR* Start optimizing web and social content in real time* Implement advanced tools, processes, and algorithms for accurately measuring influence* Integrate paid and social data to drive more value from both* Make the most of surveys, focus groups, and offline research synergies* Focus new marketing and social media investments where they'll deliver the most valueForeword by Scott MontyGlobal Head of Social Media, Ford Motor Company
Contents
1 Understanding the Digital Media Landscape 1Digital Media Types 2Paid Media 3Owned Media 62 Understanding Digital Analytics Concepts 13Starting at the Top 14Determining Your Owned and Earned Social Metrics 15Owned Social Metrics 15Earned Social Media Metrics 21Demystifying Web Data 22Searching for the Right Metrics 23Paid Searches 24Organic Searches 25Aligning Digital and Traditional Analytics 26Primary Research 26Traditional Media Monitoring 27Traditional CRM Data 28Bringing It All Together 28The Reporting Time Line 28The Reporting Template 29Different Strokes for Different Folks 293 Picking the Tools of the Trade 31Identifying a Social Media Listening Tool 32Data Capture 33Spam Prevention 34Integration with Other Data Sources 34Cost 34Mobile Capability 35API Access 35Consistent User Interface 36Workflow Functionality 36Historical Data 36Understanding Social Media Engagement Software 37Easy-to-Navigate User Interface 38Reliability 39Robust Analytics Dashboards 39Beware of the Black Box Algorithm 40Mobility 40CRM Hooks 40Social Governance 40Monitoring Platform Integration 41Purchasing Social Media Engagement Tools 41Who Decides Which Tool to Buy? 41Which Tools Should You Evaluate? 42How Do You Manage Growth? 43How do you Establish a Long-Term Partnership with Your Listening Provider? 43Conclusion 434 Tools: Social Media Listening 45Social Media Listening Evolution 46Social Media Listening in the Present Day 51Understanding Sysomos 52Radian6's Effect on the Marketing Community 55The Best of the Rest 59International Listening: The New Frontier 63What's Next for Social Media Listening? 635 Tools: Search Analytics 65Understanding the Basics of Search 66Search Analytics Use Cases 67Free Tools for Collecting Insights Through Search Data 69Google Trends 69YouTube Trends 72The Google AdWords Keyword Tool 76Yahoo! Clues 78Paid Tools for Collecting Insights Through Search Data 80The BrightEdge SEO Platform 81Wrapping up Search Analytics 836 Tools: Audience Analysis 85What Is Audience Analysis? 86Audience Analysis Use Cases 87Digital Strategy 88Content Strategy 88Engagement Strategy 89Search Engine Optimization 89Content Optimization 89User Experience Design 89Audience Segmentation 90Audience Analysis Tool Types 90Additional Audience Analysis Techniques 94Conversation Typing 94Event Triggers 957 Tools: Content Analysis 97Content Audits 99Content Audit Checklist 100Real-Time Analytics 102Optimizing Content Distribution 106Analyzing Content Consumption 108Learning Agendas 109Classifying Results for Content Analysis 1108 Tools: Engagement Analysis 113Introducing SMES 115Using Robust Analytics Dashboards 117Scheduling Content 118Posting to All Major Social Media Networks 119Uploading Multimedia Content 120Geo-Targeting Posts 120Post Tagging 120Using an SMES Tool for a Small to Medium-Size Business 121HootSuite 121Argyle Social 122Understanding the Enterprise SMES Landscape 123Spredfast 124Wildfire 125Sprinklr 127Vitrue 130Buddy Media 131The Future of SMES Tools 1329 Understanding Digital Influence 135Understanding the Reality of Digital Influence 136The "Tipping Point" Phenomenon 137The Community Rules Phenomenon 138Developing a Modern-Day Media List 139Using the Tools of the Trade 141Klout 141PeerIndex 147Online Versus Offline Influence 151Using the Influencer List 15110 Developing Your Social Media Listening Program 155How Other Companies Are Listening Today 156Using Listening Data for Program Planning 156Utilizing Listening Data for Ongoing, Proactive Communications 158Understanding What Listening Can Do 160Real-Time Content Development 161Developing Better Relationships with Customers 162Gaining Product Knowledge Through Listening 163Marketing Through Conversation 163Gathering Business Intelligence 164Implementing Your Listening Program 165Sharpening Your Listening Weapon 166Developing Your Training Program 166Setting Up a Reporting Template 168Responding to Online Conversations 16911 How to Use Listening to Inform Marketing Programs 171Understanding the Conversation Audit 173Scoping the Conversation Audit 174Elements of a Conversation Audit 176Fitting the Conversation Audit into the Program Planning Continuum 178Identifying Online Influencers 179Conducting Social Brand Benchmarking 182Conclusion 18512 Using Online Data to Anticipate a Crisis 187Developing a Modern-Day Issues Management Plan 188Identifying Known Issues 190Listing the Known Issues 190Knowing the Share of Conversation Online 191Knowing Profile Pro and Con Influencers 193Briefing and Getting to Know the Influencers 193Placing the Right Content 193Knowing the Positive and Negative Words 194Tagging the Right Words 195Crisis Day Monitoring and Ongoing Reporting 196Dealing with the Issue Hitting 196Developing Your Content Plan 197Developing Your Reporting Plan and Reporting Cadence 198Correcting the History After a Crisis Is Over 200Evaluating Your Preliminary Research 201Identifying Key Third Parties and a ContentSyndication Plan 20113 Improving Customer Service 203The Social Customer Service Conflict 206Understanding the Customer 207Understanding Customer Intent 208Personalizing the Customer Experience 209Social Customer Service Models 209The Ad Hoc Stage of Customer Service 209The Limited Stage of Customer Service 210The Formal Stage of Customer Service 210Delta Air Lines 21014 Launching a New Product 217General Overview of the Product Lifecycle 218The Product Lifecycle Introduction Phase 220What Is the Consumer Reaction to Product X? 222What Are the Consumer Concerns About Product X? 223What Are the Consumer's Unmet Needs? 224The Product Lifecycle Growth Phase 224What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated? 226Who Are the Influencers in the Product X Conversation? 227What Is the Consumer Reaction to Retail/Promotions for Product X? 227The Product Lifecycle Maturity Phase 228What Consumer Trends and Preferences Have Emerged Around Product X Use? 230What Related Products Do Consumers Show Interest In? 231Conclusion 23115 Formulating Your Research Plan 233Developing Your Source List 234Identifying Data Sources 235Picking the Channels for Analysis 236Identifying Search and Source Languages 237Nailing Down the Research Methods 238Developing a Hypothesis 239Time Frame for Analysis 241Identifying the Project Team 242Determining the Depth of Analysis 243Building the Coding Framework 244Taking a Sentiment Approach 245Filtering Spam and Bots 24616 Making Reports Easy to Understand and Communicate 247Constructing Reports 248Building a Report from Back to Front 249Ensuring That You Have a Reasonable Hypothesis 251Focusing on the Five Ws 252Formatting Reports 253Understanding Your Report Time Frame 254Delivering a Report 255Understanding Report Use Cases 256The Executive-Level Use Case 257The Management-Level Use Case 258The Analyst-Level Use Case 259Building a Central Repository of Information 260Command Centers 260Web-Based Applications 26217 Search Analysis 265Search Analytics for Digital Strategy 268Search Analytics for Content Strategy and Planning 272Search Analytics for Paid Advertising 27318 ROI = Return on Investment 275Defining ROI 276Return on Engagement (ROE) 277Return on Influence 278Return on Experience 280Properly Tracking ROI 280Understanding the Top-Down Revenue Measurement Approaches 281Utilizing Bottom-Up Measurement Models 28419 Creating the Best-Practice Measurement Scorecard 289Understanding Measurement Fundamentals 290Conducting Benchmark Research 291Strategy Development 293Tactical Elements 294Measurement Practices 295Developing Your Measurement Reporting Cadence 297Annual Reporting 298Quarterly Reporting 299Monthly Reporting 302Daily/Hourly Reporting 30220 Mobile Analytics: How Mobile Is Different than Other Digital Channels 305Understanding the Current Mobile Market Landscape 307Growth in Smartphone Adoption 307The Battle Between iOS and Android 309The Explosion of Global Mobile Web Traffic 311The Introduction of Mobile Advertising 312Identifying What Is Next for Mobile Marketing 314Increased Use of Apple Passbook 315Improvements in Facebook's Mobile Functionality 316Expansion of Location-Based Technologies 317Increased Strength of Mobile Measurement 318The Current State of Measuring MobileMarketing Activities 318Mobile Device Reporting 319Audience/Visitor Metrics 319Mobile App Performance 320The Future State of Measuring Mobile Marketing Activities 32121 Social CRM 323Defining Social CRM 325Rolling Out a Social CRM Initiative 326Identifying a Social CRM Solution 331Batchbook from BatchBlue 331The Jive Social Business Platform 332The Lithium Social Customer Suite 332The Meltwater Buzz Engage Module 333Nimble 334SugarCRM 334Analyzing the Future of Social CRM 33422 The Future of Digital Data: Business Intelligence 337Watching How the Digital Analytics Disciplines Evolve 339Predicting the Future of Social Media Listening 339Diving into Search Analytics 341Looking into the Audience Analysis Crystal Ball 342Forecasting the Content Analysis of the Future 343Extrapolating the Path of Engagement Analytics 345Knowing the Influencer Analysis Landscape 346Understanding Where Digital Analytics Goes from Here 347Bridging the Analytics Talent Gap 347Housing Your Customer Data 350Index 353
