How To Get Actionable Insights From Your Social Media Analytics

If you are stuck in a rut of getting report after report of numbers and charts, with no way to translate and make any sense out of it…this post is for you!

I was there too, don’t feel bad. It is easy to get overwhelmed with the amount of social measurements that can be taken and the KPI’s that are available for measurement. What is missing however, is something that can take all of that and turn it into business intelligence. Something that you can take and apply to all of your competitors to see how your brand stacks up. Something that will give you insight into your social marketing initiatives and help you decide which creative to put on the homepage to get the most social sharing or which product to highlight in your next email blast to your database.

So, being frustrated with this problem, I’ve decided to burry myself in a solution. I pulled a whole team together at BCM and after weeks of trial and error, we finally came up with a tool that can help you and your team make educated business decisions for the future based on your current positioning. Introducing the CultureCard ™.

The CultureCard ™ is a scoring tool that can be used for your brand(s) internally or to get a baseline of where you stand against your competitors. We created a proprietary algorithm that is composed of five KPIs (key performance indicators) and 27 indicators. The weighted average of each KPI is determined by you and set across all brands being measured. Once your brand goes through the algorithm, your score is generated and placed in our scoring index.

Here are some ways you could leverage the CultureCard ™ for your brand: 

1. To create a social report that company executives can understand!

2. A comprehensive competitive analysis

3. Quarterly review for your marketing initiatives

4. Social Activation baseline report to see where you are starting off and where you can improve

5. Campaign measuring

6. Holiday/Seasonal reporting

7. Which internal brand has the most engagement? The possibilities are endless here – once you have that information you can levergage it for other marketing initiatives – Homepage creative, commercial creative, messaging, cross promotional decisions, etc.

8. Who is the best celebrity to endorse my brand? This would be done by running a CultureCard ™ on the celebrities that are in the running to see where they all stand and why!

9. Yes, you have a fan base, so what? Are they engaging?

10. Are you on the right platforms?

11. Do you have a good base of  influencers compared to your competitors?

We just released our first CultureCard ™ with the CultureScore ™ of top luxury hotels to see how they stack up against one another. You can view it here.

To get more information on our CultureCard ™, please email me – Stay tuned for more CultureCard ™ releases – your brand might be included!



How To Measure Pinterest

You might be using Pinterest for your brand, which is great…but how are you measuring?

Here are my picks for tools to use to measure your success with Pinterest for your brand. In no specific order!

This tool is great at measuring your performance overall. It helps you figure out what you can improve on your page by providing scores – Activity Score, Pinfluence Score, Virality Score, etc. It also allows you to put a dollar value on your pinners and pins. Not sure how accurate the scoring system is, but it is nice to help you start thinking about its worth.

The only downside I see with this tool is you can’t view historical information. You can only see what your stats are for that day.

2. Pinerly
This one is still in Beta, but I recommend signing up now to get access when launched to the public. It promises to visually measure click-throughs, likes and repins for “campaigns” created through the service. More to come on this one!

3. PinReach
This is the most comprehensive of them all. It breaks out your PinReach history (pulled in by date range), stats on your boards individually so you can see what board is your leader, what your most popular pins are, etc. It also gives you insight into who your influencers are and what is trending right now on Pinterest.

It also gives you the ability to export your data for easy reporting.

This is only three, there are tons of them out there. Which ones have you found helpful?


ROI: Return on Influence

I just ordered Mark W. Schaefer’s new book “Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing” (McGraw Hill 2012). I am intrigued by Klout and the power of “influence” within the social world and how it can benefit your brand.

I found this article by Mashable with Schaefer’s seven surefire ways to increase your Klout score and wanted to share. However, I’ve added in some tips to make this relevant to your brand.

1. Build a network. The key to increasing a Klout score is similar to finding success on the social web in general: Build a targeted, engaged network of people who would be legitimately interested in you and your content.

Britt’s Tip For Your Brand: Don’t just follow (Twitter), “LIKE” (Facebook), + (Google+) people to build awareness. Be smart about who you are engaging with. Yes, the bigger the audience the more eyeballs that see your message, but if no one is taking the desired action, what does it matter if you have 100,000 followers or 100? With Twitter, organize your followers into lists to help you categorize their benefit and influence.

2. Create meaningful content. Adopt a strategy to create or aggregate meaningful content that your network loves to share with others. Provide links!

Britt’s Tip For Your Brand: Establish your brand voice early. Figure out how your brand fits into the conversation. Are you and expert, educator, etc? Once you find your niche it will be easier for you to find the audience to engage with and to help you raise your awareness within their networks.

3. Engage. Actively engage with others in a helpful and authentic way. Ask questions, answer questions and create a dialogue with your followers.

Britt’s Tip For Your Brand: This NEVER changes – whether you are acting on behalf of yourself or a brand. Make sure you create a complete customer service strategy to make sure you are organized and respond appropriately to all comments and complaints.

4. Don’t scheme. Any gaming behaviors that fall outside the basic strategies will eventually catch up to you. For example, specifically targeting conversations with high Klout influencers will probably be more annoying than successful. If you keep focused on your network strategy and your content strategy, you’ll succeed.

5. Interact with everyone. Don’t be afraid to interact with Klout users with lower scores – it won’t hurt your own score. In fact, it helps build their score and in turn makes you more of an influencer.

6. Publish. Remember, you don’t have to make a movie or be elected to office to have power now. All you need to do is publish. Access to free publishing tools such as blogs, video and Twitter have provided users with an opportunity to have a real voice, so take advantage of these many platforms.

7. Keep at it. Don’t be discouraged by your score. It’s more important to just enjoy your social media experience and let the chips fall where they may.