Digital
Marketing
& Analytics
Lecture 4:
Turning
Marketing
Data into
Action
Interpreting Data from
Online Touchpoints
• The process of identifying, tracking
and analysing conversations around
topics of interest (specific phrases,
words or brands) on online
communications channels, and then
leveraging them to discover
opportunities or create content for
audiences that matter to the business.
Interpreting Data from
Online Touchpoints
• The ability to draw conclusions from
data and findings and act on those
insights gathered from online
touchpoints.
Findings Insights
Day to Day Long term
Tell you what to do next Impacts to your business
Have you met business goals?
What matters to your customers?
Are there new opportunities worth exploring?
What patterns have emerged to inspire new strategies?
What CAN we (brands) find out from a social media audit??
Monitor
Market Share
Conversation
"Most people do not
Volume of Brand
listen with the intent to
Mentions Awareness understand; they listen
with the intent to reply."
Sentiment Brand Affinity
Customer Customer
Service Satisfaction
Customer
Insights
Highlights
Influencers & Partner
Advocates Programmes
Establish a Process for Targeted Listening & Interpretation
So we know we should be listening, but what should we (brands) listen out for?
What is the What are people
competition doing? saying about us? “We can do all this!
But the key is to focus on
what’s important to us at
this moment in time."
Who are our brand Where are our
advocates? target audience?
What are the
trends, What’s your
preferences & brand’s share of
intentions? voice?
Establish a Process for Targeted Listening & Interpretation
• With targeted listening, we are not trying to capture all
conversations that mention the brand or product.
• Instead we listen for very specific types of conversations or
conversations by very specific group of individuals within
social conversations.
• The trick is to have the discipline to only listen to your focus
areas and not be tempted or distracted to go through
everything.
Establish a Process for Targeted Listening & Interpretation
Examples of Targeted Listening For Interpretation:
• An insurance company resists the temptation to try to capture ‘all’ mentions of
the brand and decides to focus only on conversations where customers are
thinking about non-renewal or switching companies.
• A gaming company launches a new product and listens to understand what
features are being discussed, what people like most/least about the new
game and to gauge their specific reactions to the cover art.
• A consumer products company listens only for consumers who are actively in
the purchasing process for the type of products they offer.
Topics we can listen to:
Specific Brands
e.g. Samsung, Estee
Category Generics
Lauder, Loreal, Apple Owned Social
e.g. Smartphones,
e.g. Posts, Comments and Direct
Cosmetics, Fruit Juice,
Messages on Owned Social
4K TVs
Media accounts
Anything publicly being discussed
on the social web can be crawled
Industry Topics
using the right keywords.
e.g. Internet of Things
(IoT), Financial
Fraud, Artificial
Intelligence Social Topics
Influencers & e.g. Plastic Pollution,
Celebrities
Global Warming,
e.g. Politicians, Actors,
C-Suite Sustainable Travel
Official (Open)
Reason for a social media audit:
Your social media content audit will help answer several questions about the relationship
between a company and its audience online:
•1
• How is your social media marketing performance and what you can do to improve it?
•2
• Which content is focused in the right direction and can it do better?
•3
•What are people saying about your brand?
•4
• Are your competitors using similar tactics or are they doing something better?
•5
• What can be done to achieve better results on your chosen social media platforms?
Example: Does a presence on Tiktok brings in new customers? Is the Facebook page
retaining old ones? If there are any online profiles not in line with a business's
marketing plan, an audit can realign them or indicate they need to be disposed of.
Evaluation Criteria
• Organisation mission / goals
• Audience development objectives
• Customer needs
• Competitor positioning
• Industry benchmarks
Which store will you invest?
A B
Visitors Traffic: Visitors Traffic:
~ 12,000 per month ~ 6,000 per month
Which store will you invest?
A B
Visitors Traffic: ~ 12,000 per month Visitors Traffic: ~ 6,000 per month
Walk-bys 12,483 Walk-bys 6,383
Walk-ins Walk-ins
Transactions Transactions
Walk-in Conversion Walk-in Conversion
Rate Rate
Purchase Purchase
Conversion Rate Conversion Rate
Which store will you invest?
A B
Visitors Traffic: ~ 12,000 per month Visitors Traffic: ~ 6,000 per month
Walk-bys 12,483 Walk-bys 6,383
Walk-ins 1,483 Walk-ins 1,483
Transactions 941 Transactions 1,241
Walk-in Conversion 12% Walk-in Conversion 23%
Rate Rate
Purchase 63% Purchase 83%
Conversion Rate Conversion Rate
Translated Online:
Which channel will you invest?
A B
Visitors Traffic: ~ 12,000 per month Visitors Traffic: ~ 6,000 per month
Translated Online:
Which platform will you invest?
Platform A Platform B
Audience Traffic: ~ 12,000 per month Audience Traffic: ~ 6,000 per month
Translated Online:
Which content types will you invest
(efforts on producing)?
Translated Online:
Which content posts will you invest
(efforts on producing)?
What Is Important To Measure
• Visibility, awareness and reach
• Level of engagement
• Conversion rates
• Revenue generated
• Influence and sentiment
• Social Platforms
• What social networks are they on?
What should
we pay • Tone of Voice
• Do they post as the brand, or as a person within
attention to? the brand?
• Growth Rate in Number of Fans
• What is the growth rate in their number of fans
compared to last month? How does your brand
match up?
• Level of Activity
• Do they post regularly with a content plan?
• Engagement Rate
What should • Are their posts getting Likes, Comments &
Shares? (Interactions)
we pay
attention to? • Content Type
• Do they use photos, videos or polls more often?
• Paid Media
• Are they using Sponsored Posts or ads?
Listen to your Competitors and what they’re doing
• Social media is one of the most effective tools to;
• Influence and communicate with your customers
• Getting product feedback
• Gain customer input
• But none of these will make sense without CONTEXT
• By analysing what your competitors are doing, you will get realistic
benchmarks for your industry in terms of fan growth and engagement
• Once you have that, you’ll know where you stand against them and
what you’ll need to do from then on
Creating Context a.k.a. Benchmarking
• Benchmarking can be:
• Against result (historical)
• Against your industry
• Against your competition
• Comparing your social media performance in a benchmarking
exercise is good way to:
• Get ideas
• Identify opportunities
• Find ways to stand out
• Gauge how the market for your product or service engages in
social media
• Decide what channel to use
• See how well you are doing on social media and set your KPIs
How do we create benchmarks?
Analyse
Define
Shortlist Set Compile your
timeframe
competitors objective data objective in
for analysis
mind
Benchmark Against Competition
Example: Your Brand Brand A Brand B Brand C Brand D
Level of
Activity
No.of Followers 103,918 87,711 195,123 75,774 1,741,173
Total No.of Posts 26 28 15 25 31
Likes 892 329 5,886 966 479,979
Shares 119 104 35 26 39,109
Comments 46 103 73 8 3,552
Engagement Rate
Total Likes, Comments, 1057 536 5994 1000 522,637
Shares
Avg. Likes, Comments and 40.65 19.14 399.6 40 16,859.26
share per post
Avg. Post Engagement 0.039% 0.0218% 0.2048% 0.0528% 0.9783%
Rate*
No. of Interactions Per 1000 10.17 6.11 30.72 13.20 300.16
Fans
Best Performing Page Lowest Performing Page
Content Postings: Top Performing Posts
292 engagements, contest,
collaboration with WTA Finals 40 engagements, link, 28 engagements, link, limited
SG limited purchasing deals purchasing deals
Content Postings: Least Performing Posts
2 engagement,
link, Thinkpads in
1 engagement, gif, space
Yoga Book
1 engagement,
video, Yoga Book
Summary of Owned Media & Paid Media
CONTENT THAT DID WELL CONTENT THAT DID NOT DO WELL
1. Different type of Content type post for thinkpad 1. Too little posts on Thinkpad 25 for the month of October
25 (photo, video, link) - There was only a total of 65 posts for thinkpad 25 in
- To attract customers of different the month of October across the 5 countries,
demographics decreasing the recall rate of customers for thinkpad
25.
1. All APAC countries covered the THINKPAD
campaign 1. Content post not doing so well, in other countries
- This helps them to reach out to international besides India.
audience - Maybe followers are not used to content based
posts, or the content posts are not engaging
1. Posted Several Content Post enough.
- Build relationship with customers
Summary of Earned Media
FromDec’19- Jan’20
Positiv
e
55.56%
Neutral
44.4%
NEGATIVE- 0%
Key Highlights benchmark against competitors
Social Your Brand Brand A
Media
Instagram ➔ 4.1k Followers ➔ 14.7k Followers
➔ Occasionally professional content ➔ Organised and planned out feed
➔ Not an aesthetically pleasing ➔ Uses IG story and highlights feature to keep past
➔ Photos are everywhere events
➔ Feed unplanned with photos jumbled up ➔ Viewedprofessional andaestheticallypleasing IG
feed, with high quality photos
➔ Photos of products and events fit seamlessly into their
feed
Facebook ➔ 41k likes on Page ➔ 985k likes on Page
➔ Videos mostly taken on handheld phones ➔ A variety of high quality, professionally-shot
with occasional professional content photos and videos
➔ Some posts are repeated ➔ Postsare individually uniquealthoughtheymightbe
➔ Mainly publicises their events/happenings of the same content or event
➔ Pushes both products and events contents as well
• Better understanding of your brand presence
• Online communities you should join
What you will
• Targets and influencers you should engage
discover:
• Values you should promote
• Attitudes you should change
The End
