This Oracle white paper provides an 8-step process for determining an effective social media mix. It advises analyzing current social media channels used, content distributed, and subscriber sizes. Channels should then be organized by formality and frequency of content. Overlapping channels should be consolidated. Gaps in reaching parts of the community should be identified and filled. A prioritization tool can help determine high-priority new initiatives. Finally, a content flow sketch maps how content moves across channels. Following this process allows optimizing the social media mix.
Combining Knowledge and Data Mining to Understand SentimentC.Y Wong
This white paper examines different approaches for sentiment analysis and summarizes the key benefits and drawbacks of each:
1. The data mining approach represents documents as numeric vectors and applies machine learning techniques to discover patterns for predicting sentiment. While capable of discovering complex patterns, it does not maintain important contextual information and provides little insight into model predictions.
2. The natural language processing (NLP) approach uses linguistic rules defined by domain experts to determine sentiment polarity. It can better capture context but requires more time to develop rules and annotate training data.
3. A hybrid approach combines the two by using data mining to discover patterns for rule development in NLP models or by incorporating linguistic features into machine learning models. This takes advantage
Top Five Metrics for Revenue Generation MarketersC.Y Wong
This document discusses key metrics that B2B marketers should track to measure revenue generation. It recommends tracking:
1) Number of leads produced, close rate (new customers/new leads), and revenue per new customer to understand lead generation, nurturing, and quality.
2) Adding metrics like average time to close and cost per new customer.
3) Breaking down the buying process into stages and tracking movement through each stage via funnel reporting.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
Social-Media-Analytics-Enabling-Intelligent-Real-Time-Decision-MakingAmit Shah
This document discusses how organizations can use social media analytics to gain business insights from social media data. It recommends a framework called LAEI (Listen, Analyze, Engage, Integrate) for organizations to effectively harness social media data. The framework involves listening to social media conversations, analyzing the data to understand customer sentiment, engaging customers by responding to feedback, and integrating social insights with enterprise data to build customer profiles. Advanced analytics tools are needed to make sense of large amounts of unstructured social media data and gain actionable insights for improved decision making.
Strategy for Social Engagement & MonitoringC.Y Wong
This document discusses strategies for social engagement and monitoring by transforming social media noise into actionable insights. It outlines the key components needed for an optimal social relationship management solution, including social media monitoring, measurement, analytics, an integrated customer view, community platforms, and engagement platforms. It describes how an effective solution utilizes data refinement, data associations, and advanced analytical functions to generate real-time, actionable insights from social media conversations. An optimal listening solution is one that is automated, web-based, and provides insights in a timely fashion through speed and real-time analysis.
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media data and proposes focusing on the three C's: culling relevant data, classifying data by topic, sentiment, source and impact, and providing context by linking metrics to business issues. Examples of social media dashboards are provided to illustrate visualization techniques for competitive analysis, tracking influencers, and measuring site performance and marketing efforts.
Combining Knowledge and Data Mining to Understand SentimentC.Y Wong
This white paper examines different approaches for sentiment analysis and summarizes the key benefits and drawbacks of each:
1. The data mining approach represents documents as numeric vectors and applies machine learning techniques to discover patterns for predicting sentiment. While capable of discovering complex patterns, it does not maintain important contextual information and provides little insight into model predictions.
2. The natural language processing (NLP) approach uses linguistic rules defined by domain experts to determine sentiment polarity. It can better capture context but requires more time to develop rules and annotate training data.
3. A hybrid approach combines the two by using data mining to discover patterns for rule development in NLP models or by incorporating linguistic features into machine learning models. This takes advantage
Top Five Metrics for Revenue Generation MarketersC.Y Wong
This document discusses key metrics that B2B marketers should track to measure revenue generation. It recommends tracking:
1) Number of leads produced, close rate (new customers/new leads), and revenue per new customer to understand lead generation, nurturing, and quality.
2) Adding metrics like average time to close and cost per new customer.
3) Breaking down the buying process into stages and tracking movement through each stage via funnel reporting.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
Social-Media-Analytics-Enabling-Intelligent-Real-Time-Decision-MakingAmit Shah
This document discusses how organizations can use social media analytics to gain business insights from social media data. It recommends a framework called LAEI (Listen, Analyze, Engage, Integrate) for organizations to effectively harness social media data. The framework involves listening to social media conversations, analyzing the data to understand customer sentiment, engaging customers by responding to feedback, and integrating social insights with enterprise data to build customer profiles. Advanced analytics tools are needed to make sense of large amounts of unstructured social media data and gain actionable insights for improved decision making.
Strategy for Social Engagement & MonitoringC.Y Wong
This document discusses strategies for social engagement and monitoring by transforming social media noise into actionable insights. It outlines the key components needed for an optimal social relationship management solution, including social media monitoring, measurement, analytics, an integrated customer view, community platforms, and engagement platforms. It describes how an effective solution utilizes data refinement, data associations, and advanced analytical functions to generate real-time, actionable insights from social media conversations. An optimal listening solution is one that is automated, web-based, and provides insights in a timely fashion through speed and real-time analysis.
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media data and proposes focusing on the three C's: culling relevant data, classifying data by topic, sentiment, source and impact, and providing context by linking metrics to business issues. Examples of social media dashboards are provided to illustrate visualization techniques for competitive analysis, tracking influencers, and measuring site performance and marketing efforts.
Social Media Dashboarding by Scott Wilder and semphonicEdelman Digital
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media, including culling relevant data, classifying data by topic and sentiment, and providing business context. Examples of social media dashboards are provided to illustrate tracking metrics, competitors, influencers, and site performance. The key takeaways are applying the three C's of culling data, classifying data, and providing business context.
McKinsey Big Data Trinity for self-learning cultureMatt Ariker
The document discusses building a "test and learn" capability at scale by creating a "big data trinity" consisting of a 3D-360 degree understanding of the customer, an analytics roadmap, and a self-learning ecosystem. It emphasizes the importance of combining both structured and unstructured customer data to develop a comprehensive customer view, planning analytics strategies and requirements, and integrating systems to allow insights to continuously feed back into the learning process.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
The document provides an agenda for a two-day seminar on database marketing. Day 1 will cover re-evaluating marketing database systems, an overview of different database technologies, and best practices for database content and metrics reporting. Day 2 will discuss leveraging databases for reporting and applications, modeling and analytics, navigating large amounts of data, integrating digital media data, and ensuring political and business success for database projects. The seminar is aimed at helping database marketers enhance operations by learning about current trends, technologies, and best practices in database marketing.
The document provides guidance on best practices for using data in marketing campaigns. It emphasizes that a continuous cycle of data planning, analysis, management, delivery and reporting should drive the campaign process. Marketers need to ask questions about current data, data collection tools, integrating different data sources, adhering to legislation, and developing an overall data strategy. Building a data strategy involves researching the market, educating stakeholders, enhancing existing data, and exploiting data to its full potential.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
1) The document discusses a plan by a sales and marketing manager at a fictional company called Acme Corp to address declining revenue and rising costs. The three-step plan involves (1) capturing more customer data, (2) rationalizing resources across the value chain, and (3) assembling collaborative solutions.
2) Underlying any technology adopted to enable this plan are seven key computational capabilities, like storage/retrieval, searching/sorting, and learning, which are powered by algorithms. These algorithms extract value from large, diverse datasets and support collaboration.
3) Mobile devices provide access to vast information through algorithms even while small in size, empowering collaboration beyond physical limits.
What are you measuring - 3 approaches to data-driven marketingJulie Doyle
Three association marketing professionals discuss how they use data-driven marketing approaches:
1) They analyze various types of member data like online interactions, purchase history, and demographics to guide marketing decisions.
2) Data is used to prioritize marketing goals by measuring the impact of initiatives on key metrics like registrations and downloads.
3) Associations educate themselves on data analysis through experimentation, reading industry publications, and having dedicated staff with analytics expertise.
Social Network Analysis is a range of techniques, methods and visualisation of connections between people and network content.
We implement this methodology in an innovative way, and fully integrated with our BrandCare software.
In the Twitter Social Network Analysis feature, everything which is monitored, tagged or classified within the platform can generate network visualisations.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Social media measurement tools group 1Sahil Surana
Social media analytics is a tool for measuring, analyzing, and interpreting interactions on social media to understand customer sentiment. It allows marketers to identify trends and accommodate customers better. Key benefits include transforming sentiment, identifying sales opportunities, and preparing for brand issues. Social media analytics provides insights for improved marketing, sales, and customer satisfaction. However, challenges include the dominance of large players, handling mobile and unstructured data, and ensuring trustworthy conversation analysis.
IRJET- Strength and Workability of High Volume Fly Ash Self-Compacting Concre...IRJET Journal
The document discusses implementing a social customer relationship management (CRM) system for an online grocery shopping platform using customer reviews. It proposes collecting customer reviews from social media and other sources, refining the data, analyzing it using natural language processing and machine learning techniques, and storing the results in a database. This would allow the platform to better understand customer sentiment and needs to improve products, services and the customer experience.
2016-09 Customer Insight Visualizations to Drive Business DecisionsPaul Santilli
The document discusses how data visualization techniques can help organizations quickly understand and act on customer insights data. As customer data volumes grow massively, visualizations provide efficient ways to interpret information and make fast decisions. Good visualizations communicate insights like customer sentiment, priorities, and performance over time in easy-to-understand formats. They allow companies to identify key areas to improve customer satisfaction without extensive data analysis. Effective visualizations tell a clear story, use simple and structured designs, and highlight important metrics and comparisons.
- Regional marketing is more effective than mass marketing as different regions have different needs that significantly influence sales. Regional marketing allows targeting specific local performance drivers in each market.
- Digital marketing is shifting from contextually targeting (e.g. placing ads on related pages) to targeting audiences based on profiles gathered from user information and interactions across sites. This allows more personalized and timely messaging.
- Pharmaceutical companies are using big data to better understand patient populations and target digital advertising. Data sources like IMS can identify zip codes with high disease incidence to refine targeting and increase efficiency of digital spending.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
IRJET- Review on Marketing Analysis in Social MediaIRJET Journal
This document summarizes research on using data mining techniques to analyze social media data for marketing purposes. It reviews literature on segmenting online travelers and buyers based on behavioral factors. Methods like clustering, association rule mining, and keyword ranking are applied to data from Facebook, Twitter, Instagram to understand user behaviors and identify popular topics/locations to help businesses with marketing strategies. The document concludes that analyzing unstructured social media data using data mining can provide useful insights for market segmentation, personalization, and ad targeting.
Life Sciences: Leveraging Customer Data for Commercial SuccessCognizant
The document discusses how life sciences companies need to leverage customer data through master data management solutions in order to succeed commercially in an evolving healthcare landscape. It describes how the healthcare buying process has become more complex with new stakeholders influencing decisions. An effective customer data strategy is critical for life sciences companies to maintain a 360-degree view of customers and address the changing dynamics. This requires solutions that consolidate data from multiple sources to provide insights that can optimize commercial activities like marketing and sales.
Directing Intelligence creates adaptive, collaborative intelligent platforms using machine learning to process enterprise data and uncover knowledge. Their Datactif® SoNetA platform combines social network analysis and text mining to help enterprises increase profitability through applications like market research, brand management, audience segmentation, and crisis management. It identifies communities, influencers, sentiments, concepts and clusters within social data to provide insights into customers, campaigns, and competitive intelligence.
This document provides a beginner's guide to using social media for small businesses. It outlines key steps like defining your audience, establishing your brand message, choosing appropriate social media platforms, creating content and coordinating your social media efforts with your other marketing channels. It emphasizes the importance of consistency, listening to customers and measuring results to optimize social media strategy over time. The overall recommendation is to start small, be strategic with limited resources and view social media as a marathon rather than a sprint for long term success.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Social Media Dashboarding by Scott Wilder and semphonicEdelman Digital
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media, including culling relevant data, classifying data by topic and sentiment, and providing business context. Examples of social media dashboards are provided to illustrate tracking metrics, competitors, influencers, and site performance. The key takeaways are applying the three C's of culling data, classifying data, and providing business context.
McKinsey Big Data Trinity for self-learning cultureMatt Ariker
The document discusses building a "test and learn" capability at scale by creating a "big data trinity" consisting of a 3D-360 degree understanding of the customer, an analytics roadmap, and a self-learning ecosystem. It emphasizes the importance of combining both structured and unstructured customer data to develop a comprehensive customer view, planning analytics strategies and requirements, and integrating systems to allow insights to continuously feed back into the learning process.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
The document provides an agenda for a two-day seminar on database marketing. Day 1 will cover re-evaluating marketing database systems, an overview of different database technologies, and best practices for database content and metrics reporting. Day 2 will discuss leveraging databases for reporting and applications, modeling and analytics, navigating large amounts of data, integrating digital media data, and ensuring political and business success for database projects. The seminar is aimed at helping database marketers enhance operations by learning about current trends, technologies, and best practices in database marketing.
The document provides guidance on best practices for using data in marketing campaigns. It emphasizes that a continuous cycle of data planning, analysis, management, delivery and reporting should drive the campaign process. Marketers need to ask questions about current data, data collection tools, integrating different data sources, adhering to legislation, and developing an overall data strategy. Building a data strategy involves researching the market, educating stakeholders, enhancing existing data, and exploiting data to its full potential.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
1) The document discusses a plan by a sales and marketing manager at a fictional company called Acme Corp to address declining revenue and rising costs. The three-step plan involves (1) capturing more customer data, (2) rationalizing resources across the value chain, and (3) assembling collaborative solutions.
2) Underlying any technology adopted to enable this plan are seven key computational capabilities, like storage/retrieval, searching/sorting, and learning, which are powered by algorithms. These algorithms extract value from large, diverse datasets and support collaboration.
3) Mobile devices provide access to vast information through algorithms even while small in size, empowering collaboration beyond physical limits.
What are you measuring - 3 approaches to data-driven marketingJulie Doyle
Three association marketing professionals discuss how they use data-driven marketing approaches:
1) They analyze various types of member data like online interactions, purchase history, and demographics to guide marketing decisions.
2) Data is used to prioritize marketing goals by measuring the impact of initiatives on key metrics like registrations and downloads.
3) Associations educate themselves on data analysis through experimentation, reading industry publications, and having dedicated staff with analytics expertise.
Social Network Analysis is a range of techniques, methods and visualisation of connections between people and network content.
We implement this methodology in an innovative way, and fully integrated with our BrandCare software.
In the Twitter Social Network Analysis feature, everything which is monitored, tagged or classified within the platform can generate network visualisations.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Social media measurement tools group 1Sahil Surana
Social media analytics is a tool for measuring, analyzing, and interpreting interactions on social media to understand customer sentiment. It allows marketers to identify trends and accommodate customers better. Key benefits include transforming sentiment, identifying sales opportunities, and preparing for brand issues. Social media analytics provides insights for improved marketing, sales, and customer satisfaction. However, challenges include the dominance of large players, handling mobile and unstructured data, and ensuring trustworthy conversation analysis.
IRJET- Strength and Workability of High Volume Fly Ash Self-Compacting Concre...IRJET Journal
The document discusses implementing a social customer relationship management (CRM) system for an online grocery shopping platform using customer reviews. It proposes collecting customer reviews from social media and other sources, refining the data, analyzing it using natural language processing and machine learning techniques, and storing the results in a database. This would allow the platform to better understand customer sentiment and needs to improve products, services and the customer experience.
2016-09 Customer Insight Visualizations to Drive Business DecisionsPaul Santilli
The document discusses how data visualization techniques can help organizations quickly understand and act on customer insights data. As customer data volumes grow massively, visualizations provide efficient ways to interpret information and make fast decisions. Good visualizations communicate insights like customer sentiment, priorities, and performance over time in easy-to-understand formats. They allow companies to identify key areas to improve customer satisfaction without extensive data analysis. Effective visualizations tell a clear story, use simple and structured designs, and highlight important metrics and comparisons.
- Regional marketing is more effective than mass marketing as different regions have different needs that significantly influence sales. Regional marketing allows targeting specific local performance drivers in each market.
- Digital marketing is shifting from contextually targeting (e.g. placing ads on related pages) to targeting audiences based on profiles gathered from user information and interactions across sites. This allows more personalized and timely messaging.
- Pharmaceutical companies are using big data to better understand patient populations and target digital advertising. Data sources like IMS can identify zip codes with high disease incidence to refine targeting and increase efficiency of digital spending.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
IRJET- Review on Marketing Analysis in Social MediaIRJET Journal
This document summarizes research on using data mining techniques to analyze social media data for marketing purposes. It reviews literature on segmenting online travelers and buyers based on behavioral factors. Methods like clustering, association rule mining, and keyword ranking are applied to data from Facebook, Twitter, Instagram to understand user behaviors and identify popular topics/locations to help businesses with marketing strategies. The document concludes that analyzing unstructured social media data using data mining can provide useful insights for market segmentation, personalization, and ad targeting.
Life Sciences: Leveraging Customer Data for Commercial SuccessCognizant
The document discusses how life sciences companies need to leverage customer data through master data management solutions in order to succeed commercially in an evolving healthcare landscape. It describes how the healthcare buying process has become more complex with new stakeholders influencing decisions. An effective customer data strategy is critical for life sciences companies to maintain a 360-degree view of customers and address the changing dynamics. This requires solutions that consolidate data from multiple sources to provide insights that can optimize commercial activities like marketing and sales.
Directing Intelligence creates adaptive, collaborative intelligent platforms using machine learning to process enterprise data and uncover knowledge. Their Datactif® SoNetA platform combines social network analysis and text mining to help enterprises increase profitability through applications like market research, brand management, audience segmentation, and crisis management. It identifies communities, influencers, sentiments, concepts and clusters within social data to provide insights into customers, campaigns, and competitive intelligence.
This document provides a beginner's guide to using social media for small businesses. It outlines key steps like defining your audience, establishing your brand message, choosing appropriate social media platforms, creating content and coordinating your social media efforts with your other marketing channels. It emphasizes the importance of consistency, listening to customers and measuring results to optimize social media strategy over time. The overall recommendation is to start small, be strategic with limited resources and view social media as a marathon rather than a sprint for long term success.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
This document discusses microblogging and content creation/sharing strategies for social media marketing. It begins with an overview of microblogging, focusing on Twitter, and provides tips for using it to build brands and engage in conversations. It then discusses developing an effective content strategy, including determining appropriate formats, types, platforms and goals for content. It also outlines best practices for crafting tweets and engaging audiences on Twitter. The key aspects covered are using microblogging like Twitter to convey information and start discussions, as well as creating and distributing valuable content across multiple channels to achieve marketing objectives.
6 ways-to-use-social-media-or-business-spredfast-pocketguide-finalSay Digital Media
The document provides guidance on using social media for events. It discusses using social media to promote events through updates on activities, speakers, and special events. It also recommends using social media to send real-time reminders about schedules and activities during events. Measurement metrics include impressions, audience participation, and community sharing around the event on social media. The goal is to use social media to foster more participation and awareness of events.
What this means for businesses is the time to embrace social media channels to reach customers and
prospects is now. And while social media marketing and communications is no small task to undertake,
there are six objectives every company should consider to have at the core of their social activity.
The document provides guidance on using social media for business purposes, focusing on six key objectives: building brand awareness, providing customer service, adding events, product introductions, sales, and community engagement. It discusses each objective in terms of business case, team roles, example content types, and metrics. For the objective of building brand awareness, example content includes sharing company details and thought leadership, as well as asking questions to engage audiences. Metrics include engagement, reach, network growth, and comments.
The document discusses the benefits and strategies for using online communication channels and social media. It provides tips for choosing the appropriate social media platform based on the target audience. An example is given of how Dacia, a car company, used Facebook ads successfully for lead generation. The key aspects discussed include identifying goals, segmenting audiences, creating engaging content, and measuring results. Overall, the document presents best practices for developing an effective social media presence and integrating it with other communication strategies.
This document provides a 12-step workbook to help organizations create a social media strategy. It includes sections to assess goals and objectives, define target audiences, choose appropriate tactics and tools, integrate social media with other marketing efforts, and address potential barriers to adoption within the organization. The workbook provides questions, templates, and examples to guide the planning process.
This document outlines 8 steps for using social media for businesses. The steps are: 1) Evaluate where social media fits your goals and how to measure success. 2) Organize your social media tools. 3) Listen to conversations about your brand. 4) Engage with customers respectfully and use social media to build relationships rather than just make sales. 5) Collaborate by sharing knowledge and getting feedback. 6) Secure your profiles to prevent mistakes. 7) Measure return on investment by linking social media to goals. 8) Amplify messaging that performs best. The conclusion is that social media will become integral to all business in the future.
Additional Notes for "All in a Twitter" PresentationBryn Robinson
These are the notes that accompanied the slide deck on using social media to share your science. If you have any questions, please get in touch - @brynphd.
How to use social media for lead generation in B2BNick Parker
This document provides an introduction to a course on using social media for lead generation. It discusses that all business decision makers use social media for work purposes and reviews key insights on how buyers use social media. The course aims to help marketers generate leads via social media and covers fundamentals like understanding the social buyer, using content for lead generation, and how to leverage different social channels like Facebook, Twitter, LinkedIn and more. It provides an 11 step process for social media lead generation and emphasizes the importance of visual content and mobile access.
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Creating a One to One Dialogue Through Social Interaction
Managing the Social Media Mix
1. An Oracle White Paper
September 2012
Managing the Social Media Mix
2. Managing the Social Media Mix
Introduction
The growth in social media has overwhelmed many marketers. Things are moving so fast that
many brand managers stay busy keeping tabs on the latest developments and trends, with
little time to look at the mix of social media being put into the market.
The term marketing mix refers to how a company allocates resources across the four Ps of
marketing: placement, price, product, and promotion. The social media mix approach outlined
in this white paper applies the same resource allocation concept to social media to determine
how a company should allocate information to Twitter, blogs, Facebook, e-mail, and other
social marketing outlets. This white paper provides a step-by-step guide for determining your
strategy—and the proper mix of marketing channels—in social media. With it, you can use the
time you have to efficiently define a balanced social media mix.
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3. Managing the Social Media Mix
Eight Steps to a Better Social Media Mix
Social media is a continually evolving realm with amazing potential for business communications, but it
doesn’t have to be overwhelming. By following the eight steps outlined in this white paper, you can
clearly make decisions about your social media mix and online communications strategy.
1. Gather Your Portfolio
Start by doing a quick inventory of the social media channels that you already use. If you are like most
businesses, you will find that you already have different channels set up and managed by different
people. Write each channel name on a Sticky Note: one for Twitter, Facebook, the company blog,
e-mail, and any other online communications channel you use. (For the moment, don’t worry about
social media channels you want to use in the future. Those will be covered in a later step.) Having this
data in front of you can help you organize you channels by overall reach.
Figure 1. Gather your portfolio.
2. List Your Content
Inventory the kinds of information that you distribute through your social media channels, such as
white papers, status updates, case studies, event information, customer service, and industry discussion.
List each content type to make the first column of a table. As you make your list, keep in mind that—
beyond different information—there are also different types of conversations you’re trying to foster
with each piece of informational material.
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4. Managing the Social Media Mix
Figure 2. List your content.
3. Look Through Four Social Media Lenses
Four lenses—frequency and formality, the condensing funnel, the waterfall, and subscription size—
offer different ways for you to look at your communications to generate new ideas and understanding
about how social marketing works.
Figure 3. Look through four social media lenses.
Lens 1: Frequency and Formality
On the content list from Step 2, add two columns, “Frequency” and “Formality.”
Frequency means how often you send a communication. Formality means the general level of resource
investment the communication requires, how conventional it is, or perhaps how geared toward a
strategic audience, response, or result. Frequency and formality tend to be inverse: formal messages go
out less often; informal messages, more often.
Rank all your content by frequency and formality. For example, if you have 10 content types, rank each
from 1 to 10. Your most frequent communication—say Twitter posts—ranks a 1, second-most
frequent ranks a 2, and so on.
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5. Managing the Social Media Mix
Now, rank the formality of each channel 1 through 10, as well. Formality is perhaps tougher to gauge
than frequency, but remember, it’s a relative scale. Deciding whether e-mails are more formal than blog
posts can start a good, strategic discussion with your team.
Lens 2: The Condensing Funnel
Consider whether or not your content funnels through your communication channels. For example,
your organization might tweet everything, blog about industry trends, and use a newsletter mostly for
promotions. Thinking of that content in a funnel that leads toward a business goal will highlight how
and where content gets redistributed.
Overall, where does your funnel lead readers?
Lens 3: The Waterfall
As you think about the funnel, begin to think of content as a waterfall that runs through it. For
example, some tweets may lead to blog posts, and some blog posts may lead to white papers. You want
to highlight this flow, because it leads to better content development once you have an online
communications strategy in place, as shown in Step 8.
As this relates to the first lens, you’ll see that formality often increases as you move down the waterfall.
Lens 4: Subscription Size
Ranking social media channels in terms of subscribers has a huge impact on your communications
strategy, too. It takes time and effort to transition communities across social media, and attrition
happens all the time.
Rank your channels by number of subscribers. Write the rankings on the Sticky Notes you made for
each channel in Step 1.
4. Connect Content with Channels
In this step, try to figure out what content is best suited to each channel. Make a Sticky Note for all of
your content types, including the rankings for frequency and formality. Group these content types with
the channels that use them.
If one content type goes under multiple channels, make duplicate Sticky Notes for it, but aim for no
more than three duplicates of any one content type. Resist the urge to put every content type under
every channel.
People respond best when receiving specific information from one specific channel. Many organizations use Twitter to send out
information about events, share industry links, and solicit customer service questions—all valid purposes. But Twitter is often
most effective when used consistently for one purpose, offering an experience that subscribers can rely on.
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6. Managing the Social Media Mix
During this step, it’s likely that one social media channel will emerge as a potential digest, containing
content about all other channels—or metacontent, which is content about content. Having a digest can
be a helpful marketing tool.
Figure out whether your digest is a blog, Twitter stream, newsletter, Facebook page, or something else.
By limiting each kind of content to two or three channels, you can focus content on the digest and one
other channel, without watering it down and producing inconsistencies.
User-generated content and application experiences:
Organizations are not limited to leveraging branded content to engage the community. They can also use engaging application
experiences. In fact, application experience can create user-generated content that is even more effective than brand content
because it is more personal. For example, running a contest is one of the most popular ways to drive user-generated content
into the stream.
5. Distill the Essence of Each Channel Through Consolidation
Now you should have groups of content under every communication channel. Add up the rankings
and calculate the average formality and average frequency value for each content group.
Organize the content groups in order of their averages, with informal on the left and formal on the
right. If there are two rankings that are the same, place the group with the greater frequency ranking to
the left.
Figure 4. Organize the content groups in order of their averages under every communication channel.
For example,
• Twitter posts might be mostly about “industry thoughts.”
• A blog might explain product features, analyze industry publications, and tell product stories. Thus, it
could be about “product ideas.”
• Ideas are less formal than white papers or case studies, which may be better suited to a Website
about “intellectual property.”
• A newsletter might feature summaries and links to your organization’s best content, serving as a
“metacontent digest.”
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7. Managing the Social Media Mix
Now, distill a communications goal or value and apply it to each channel. For example,
• Twitter: “fostering community”
• Blog: “strengthening brand awareness”
• Newsletter: “establishing credibility”
Now that you have your channels organized from formal to informal and labeled with distilled
descriptions, it’s time to compare them for overlap. If you find significant overlap, you should consider
combining the channels into one.
Figure 5. Compare your channels for content overlap.
You may find that frequency and formality are not the best organizing criteria for you; organizing by
description may work better for finding opportunities to consolidate. Either way, when you consolidate
channels, you save resources that you can apply to underserved parts of your community. Knowing the
number of subscribers is critical.
For example, it may not make sense to have two community channels if there is a great deal of overlap,
especially if the subscriber base is significantly larger for one channel. You will probably get more
return on your investment if you use the smaller channel to direct people to the more active channel,
gradually getting rid of the smaller channel altogether.
Now your social media mix is starting to take shape.
Don’t be afraid to experiment and gather data. One easy research tool: put an online survey in your
existing channels. Everything you ask should tie to changes you can make in your mix. For example,
• What types of content are your subscribers interested in?
• Are they aware of your other channels?
• Do they subscribe to more than one channel?
• Would they consider migrating from one channel to another?
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8. Managing the Social Media Mix
Using application experiences to listen to your community:
Polls are a great way to use an engagement application to gather information from your community. Alternatively, if you use a
support community like Get Satisfaction to collect customer ideas, praise, questions, and support requests, bring that
experience onto your fan page or Website to gather information.
6. Fill in the Gaps
With consolidation underway and data from an online survey in hand, you will discover that parts of
your community stick out as underserved (or not served at all). Most of the time, your community will
tell you what kinds of social media they like and where you are falling short. Make sure you listen to
them for clues.
Use that community feedback in a brainstorming session with your team. Here are two quick pointers
for brainstorming:
• Be crazy. Ideation works when participants feel free to throw out any idea, no matter how silly or
impractical it may seem.
• Be prolific. Encourage divergent thinking, go for quantity of ideas, and remember that the best
ideas arise after you’ve generated lots of them.
Look for similarities and differences in the ideas your team generates. Converge on the ones that fit
best with your brand and organization. By the end, you should have a good list of ideas for where to
take your social media mix.
The next step is to prioritize and structure them into a strategy.
7. Build Your Strategy
Strategy allocates limited resources by prioritizing what activities return the greatest investment value
over time. The best strategies say “no” more than “yes.” In other words, there are many options you
could pursue, but only one that you will. The hard part is sticking to your decisions.
Two strategy tools can help: a prioritization tool, which helps you make a decision, and a management
tool, which helps you stay on track.
Strategy Prioritization Tool
The prioritization tool allows you to visualize potential strategic initiatives based on their feasibility
and importance. You can begin this process by listing all your initiatives in the lefthand column of a
table. Then you can assign a feasibility and importance rating to each. Use a standard budget of points
for each column (in the example in Figure 6, there are five points per step). Graph the results to
understand which steps to prioritize.
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Figure 6. Use a strategy exercise to prioritize which social activities give the best return on investment.
In the example, there are seven initiatives, each with a ranking from 1 to 7. As you rank them, plot
them on a chart—feasibility versus importance—with three priority zones: high, medium, and low.
Only consider high-priority options (in the example case, #6 and #7).
Strategy Management Tool
The management tool helps you figure out which short-term strategic goals will advance your long-
term strategy. Visualize the tactics you can use to support each strategic step, and understand how they
are dependent on each other and what resources are required to complete them.
Strategy is the overarching plan that guides organizational effort to define and move toward a goal in
the most efficient manner possible. Tactics are the set of interlinked steps that contribute to the
progress toward the goal. The dots on the arc in Figure 7 represent strategic steps, which tie down to a
set of associated tactics that mark progress toward their strategic step. The boxes below the arc
represent tactical implementations; size indicates required effort, and the dashed lines indicate
dependencies on previous tasks being completed first.
Figure 7. Visualize a strategy arc and the supporting tactical implementation flow to help your plan stay on track.
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The arc in Figure 7 represents a timeline for managing projects. Each point along the arc marks the
completion of a step toward the end goal. Each step is tied to a set of tactics. The dotted lines connect
the tactics, showing which must be completed first. Use relative size to indicate resources needed for
each tactic, showing where you need to staff up or down. By visualizing tactics, it is possible to move
their placement along the timeline to even out workflow and resource requirements. As with all
timelines, it may be helpful to work backwards from the end goal to the present.
If you use the prioritization and management tools, you’ll end up with a solid roadmap for your online
communications strategy.
8. Sketch Your Content Flow
This is the final—and perhaps most important—step that puts all your hard work in a visual,
understandable layout. Think again about the waterfall lens in Step 3. Which channels feed into each
other? This is content flow, and now is the time to sketch what it looks like in detail.
Figure 8. Sketch your content flow.
Start by putting your “digest” channel at the center and work out from there. Think about these
questions:
• What are all the inputs (such as PR, blogs, papers, events) to the digest?
• How does it drive to the original content?
• How does it spur conversation?
• Where does intellectual property (IP) get spun off?
As you make your content sketch, aim to keep all the content accessible on an ongoing basis for your
community. Making the content accessible will improve search engine optimization, as well.
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Changes in your social media mix require changes to format and design of your communication outlets
(Website navigation, newsletter layout, and so on). You can further refine those design changes
through A/B testing or variance testing as you continue to implement your new strategy.
Conclusion
This white paper shows you how to stay true to your brand strategy as you devise a social media mix
that works for your company. If you treat these steps as an iterative process, you will be able to
experiment with channels and content types, brainstorm new approaches, gather data and feedback,
and then refine your mix. From the best strategy comes the best mix; likewise, from the best mix come
the most satisfying rewards.
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