data to insights to action: how data drives social media at intel
DESCRIPTION
Intel is a data-driven company. Big data is not just a catch phrase; it’s a way of working across the entire marketing organization – particularly in media and social. As social networks, content distribution channels, and advertising have rapidly evolved in the past 5 years, Intel has continued to define and re-define how they use this data to inform strategies and decisions across the organization. Learn some of these strategies and how they are turning data into decisions from Intel’s Global Social Media Manager, Jennifer Lashua (@runningjen). (Presentation was delivered at Engage 2013 NYC)TRANSCRIPT
Data to Insights to Action
Jenifer Lashua
Social Media Manager, Intel
@runningjen
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#dataoverload
There’s [almost] no shortage of data.
Not everyone in the organization wants or needs to understand every datapoint.
The insights are what’s important.
Don’t let the data define the insights. Form your questions, then find the data that can provide answers.
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Define what doesn’t exist
The WWW is >20 years old. Analytics are mature and well-accepted.
“Social Analytics” is multi-faceted, multi-platform, under development.
Different people and organizations have different needs.
Who will use data insights? How? Define analytics tailored to specific needs.
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Case Studies
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Question
• What time of day does Intel get maximum engagement on Facebook posts?
Data
• Facebook insights data comparing posts at different times of day across 2 quarters
• Measure likes, comments, shares
Insight
• Best time identified, to the minute.
Action
• Facebook community manager adjusts posting schedule
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Question
• How can we efficiently drive traffic to a partner’s purchase page?
Data
• # of clicks, # of impressions, Cost Per Impression, Cost Per Click-through
Insight
• Entertaining lists are effective in meeting the goals
Action
• Share this list via Intel social networks; replicate list formats.
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Question
• What factors contribute to a successful tweet?
Data
• Tweet-level data: RTs, fav’s, @replies• Parse data by content type, topic, type of hashtags,
tweet length, # of hashtags, day and time of tweet
Insight
• Which types of content, day of week, time of day, tweet length, number of hashtags perform best.
• There is a repeatable format for success on @Intel.
Action
• Create more tweets reflecting our best practices.• Use but don’t over-use top hashtags.
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Question
• Which unique hashtags create maximum social engagement on Twitter?
Data
• Tweet-level data: RTs, fav’s, @replies with specified hashtags
Insight
• Top hashtags are immediately identifiable. Including certain words and hashtags limits performance.
Action
• Increase use of successful hashtags, limit use of less-successful hashtags or phrases.
@runningjen