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Success factors within convergence analytics and social media — Live from the Measurement Pre-Conference

Coverage of this session by Bridgette Cude of Connect with her by following her on Twitter.

11:15 —’s Kurt Vanderah introduces WebMetricsGuru’s CEO, Marshall Sponder.

11:16 — Marshall teaches MBA students a course on Social Media for the Arts — so he has to talk about things in ways his students understand, yet, makes them the smartest person in the room.

11:17 — The purpose of this enterprise social data success factors presentation is to understand your third party research and how to communicate it.

11:18 — The goal is to demonstrate a simple method to use your third party data better. But first, I wanted to be a little funny. (Marshall shows a cat picture he found from using Facebook search)

11:19 — Making market research actionable: Marshall shows a graphic that describes the benefit of having social data.

11:20 — Marshall used LinkedIn queries to gather data on the attendees of this conference. They were categorized by brand type, if they have experienced analysts, and if they have CFOs.

11:21 — Social data has several users. Marshall explains the six possible use cases: Customer support, research, social CRM, communities, campaigns, and PR. Using the same LinkedIn information, Marshall discovered how many of these people have similar titles to these use cases with “social” in their title as well.

11:22 — Is this good or bad? Marshall says he does not know the answer.

11:23 — He widens the query to include people with “social media” in their LinkedIn profile. The results show there are still few people in each of these categories.

11:24 — Marshall came up with the 1% rubric. “Is 1% of your company’s headcount made up of analysts working with Social Data?”

11:25 — Using a LinkedIn query to compare competitors, (which Marshall explains isn’t completely accurate, but at least if it’s inaccurate for you, it’s inaccurate for everyone else) he ran the 1% rubric.

11:26 — His analysis showed that an average of .3% of employees of employees make up analysts of companies at this conference.

11:27 — Marshall also looked into Facebook to analyze company cultures. He ran a search to see who identified themselves as executives, and social experts. He shows an example from LinkedIn.

11:28 — Methodology can be used to extend third party market research.

11:30 — Social data across functions of organizations shows the majority in sales, then marketing, administrative, creative, support PR, finance, and entertainment.

11:32 — Key learnings: 1. Use LinkedIn to extend 3rd party survey data

11:33 — 2. Organizations can better understand their Social Data readiness using LinkedIn, Facebook, and Twitter (sometimes people put really interesting data about themselves and their projects in LinkedIn and Facebook — although LinkedIn is focusing more on recruiting and HR.)

11:34 — 3. Social Data needs to be formalized at some level so it can be used at an Enterprise Level.

11:35 — People need to decide that data is more valuable and find more ways to use it at an enterprise level.

Q & A:

Q: How can we use this information relative to your day-to-day?

A: Marshall: Governance, security, are important. There’s a lot of companies who want to know how compliant they are for banking.

Q: Social readiness: Have you done any research to figure out how accurate the information is versus some seemingly inaccurate job responsibility information? For example, there are certain level of executives asked not to be present on social media channels.

A: Marshall: I openly say that this information is not incredibly accurate from LinkedIn, but it is still important and relevant. You have to connect your data with the tasks and goals that are relevant to your company.

Q: Kurt: Would anyone like to address using social as a part of your title, is there a value to this?

A: James Musick says many people believe this is very 5 years ago. For example, if someone has digital in their job, should they need it in their title? Using social media in your title is not necessarily as relevant as it used to me.

December 9, 2013 0 comments

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