Actionable Social Analytics: From Social Media Metrics to Business Insights [White Paper]
Recently, Awareness released a new white paper on social analytics and suggestions on how marketers process and assimilate seemingly endless social data. It has been noticed that marketers are turning towards social analytics to make use of this ‘big data’ while also attempting to understand consumer attitudes and behaviors and to harness these insights for business.
This white paper called ‘Actionable Social Analytics: From Social Media Metrics to Business Insights’ presents comprehensive definition of social analytics to increase marketing and sales effectiveness.
The paper includes insights from analytics experts like Jim Sterne (eMetrics Marketing Optimization Summit, the Web Analytics Association, and author of Social Media Metrics: How to Measure and Optimize Your Marketing Investment), Marshall Sponder (WebMetricsGuru and author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics), Connie Bensen (senior manager, community strategy and execution at Dell), Jonas Klit Nielsen (founding partner at Mindjumpers), and Taulbee Jackson (president ad CEO of digital agency Raidious).
The white paper throws some light on the following:
- How to define social analytics as a discipline.
- How to use The Social Analytics for Marketing and Sales Effectiveness Framework.
- Strategies for processing both internal and external social data.
- Monitoring strategies that contribute to sale.
Social Analytics for Marketing and Sales Effectiveness Framework.
When it comes to actionable social analytics for marketing and sales effectiveness, marketers are advised to focus on specific engagement metrics that are closely tied to lead generation, sales and brand advocacy as detailed in the Social Analytics for Marketing and Sales Effectiveness framework below:
Strategies for processing both internal and external social data: This is probably my favourite part of the report, because I have been talking about big data and how to make use of it in my last few posts. Also, I feel it is the core of all high level marketing strategies.
Learnings from external data: The road to social analytics wisdom starts with learning from external data. Marketers need this intelligence to focus their efforts on the platforms and conversations that shape their industry and influence their customer’s views. The report further dwells on this topic and enlists steps to obtain learnings on external data.
Learnings from internal data: While explaining the importance of social data, Jonas Klit Nielsen explains, “the key to measuring social marketing effectiveness lies in the marketers’ ability to analyze content-to-conversation performance, measuring impressions, reach, frequency, community growth, engagement, virality and share-ability.” The white paper ends with a step-by -step guide on increasing engagement by analysing social content.
The paper ends with some suggestions on how to make use of analytics and monitoring to turn widely available social data into effective sales strategies. Here are some recommendations like establishing a Social Analytics Dashboard and making use of Social Marketing Funnel (model).
To read more about this, you can download the report by clicking here.
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Is it possible to download a free version of the Whitepaper for a student project?
Hi Mia. Clicking the link at the bottom of the post (http://info.awarenessnetworks.com/SocialAnalytics_Registration.html) will lead you to a page where you can download the white paper for free. Good luck on your project.
Tank you for the answer Anne, but I just wondered what to do, when I could’t type in information about a company, when I’m not working for one. I found a way around however – thanks.
[...] I do love a sturdy white paper and here is one such paper complete with an infographic of the findings – a perfect combination from where I’m sitting! Shared by Mike Lewis over at Social Media Today the paper introduces a Social Analytics Framework for Marketing and Sales Effectiveness. The suggestion is that you can use this framework to determine KPI’s according to marketing objective. For a summary of the paper you can also head over to MindJumpers. [...]
[...] introduction and download white paper here…..via Actionable Social Analytics: From Social Media Metrics to Business Insights [White Paper] | Mindjump…. Share OptionsPrintEmailMoreFacebookLinkedInStumbleUponTwitterPinterestRedditDiggTumblrLike [...]
[...] have introduced the white paper on Actionable Social Analytics by Awareness before, but I would like to show a relevant illustration to underline the purpose of [...]
It is common for us to use social media into our business but still there are many things that is needed to be consider. You must make your content or post a very attractive one so that many will be interested.
[...] mentioned the white paper on Actionable Social Analytics by Awareness before, but I would like to show a relevant illustration to underline the purpose of [...]