Professional Documents
Culture Documents
Introduction | 01
Setting a Social Strategy | 02
Why Marketers Need a Social Analytics Strategy | 03
The Two Core Functions of Social Analytics | 04
Planning: The Three-Part Process | 05
Audience Analysis | 07
Conversation Analysis | 9
Competitive Analysis | 11
Turning Insight into Strategy | 12
Conclusion | 13
Introduction
How important is planning? To quote Abraham Lincoln, Give
me six hours to chop down a tree and I will spend the first four
sharpening the axe.
In many ventures, planning can mean the difference between
success and failure. In the social marketing space, proper
planning can mean the difference between understanding what
success looks like and operating with a blindfold.
Though many social marketers try to plan their strategy, they
often do so without complete information about how their
current programs are performing. Lacking this full analysis
can lead to inappropriate goals or missing the tactics that are
actually working.
In this paper, well highlight the three fundamental components of
the planning process, how they fit into an overall social analytics
strategy, and what that means. Well explain where marketers
often miss an opportunity to strengthen their planning process
and how to transform what theyre currently doing to support
high-growth, complex social media programs.
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PLAN
EXECUTE
MEASURE
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91%
88%
83%
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1. Audiences
2. Conversations
3. Competitors
Measurable
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Attainable
Realistic
Time-Bound
- Altimeter Group
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Audience Analysis
Audience analysis is the process of profiling, segmenting, and
grouping people by demographics, interests, and behaviors.
By conducting an audience analysis across multiple channels and
segments, marketers are able to gather information about who
their audience is, what their interests are, and how they interact
with both brands and other users on social media. According to
Social Media Examiner, identifying opportunities with customers
is a major challenge for many marketers.
- Social Media
Examiner
Audience analysis can help ensure that marketers reach the right
audience with the right message at the right time by informing
tactics for specific groups, identifying opportunities and risks,
and leveraging interests specific to certain groups.
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Conversation Analysis
Conversation analysis is the process of identifying and
understanding conversations surrounding a brand, specific
topics, or any selected area of interest.
Clement Teo, Sr. Analyst at Forrester believes that conversation
analysis is a major blind spot for many brands.
- Clement Teo,
Sr. Analyst at
Forrester
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Sentiment
Sentiment analysis allows marketers to identify hotbutton issues, interests, and an affinity for specific
topics among specific groups.
Relevance
Influence
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Competitive Analysis
Competitive analysis is the process of looking at specific
companies within a chosen industry or segment, focusing on
their activities, benchmarks, and tactics to gain strategic insight.
Competitive analysis should be conducted on at least one of the
following sample sets:
Industry
Competitors
Aspirational
Social
Competitors
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Conclusion
To set the framework for strategic planning, social marketers
need to undergo regular analysis of audiences, conversations,
and competitors relevant to their brand. With these three
fundamentals of planning, they can create an informed social
media strategy that suits their current resources and business
objectives.
When this planning is then followed up with a review of tactics,
including measurement and optimization of activities, the
marketer has a complete social analytics strategy, enabling
end-to-end social marketing, founded in real insight instead of
guesses or instinct.
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