13 Events on Data Marketing, Analytics, and Social Listening at #SMWNYC

Social analytics, data marketing, and machine learning has become the new guidebook for today’s most successful marketers and advertising agencies. Amazing creative alone is not as effective as it once was, and now the game has changed where insights and automation are almost essential.

At Social Media Week New York, attendees will get real-world examples of how brands are using data marketing tools and social analytics to gain deep insights on their consumers. Here are 13 events that will explore these topics and help you become a smarter marketer in 2017 and beyond.

1. Breaking Down The Facebook Auction: How To Combat Inflated CPMs and Bigger Budgets to Deliver More Sales In 2017 (Croud)

This session will break down everything from how Facebook auctions work. Learn new approaches to Facebook bid management, creative testing and audience fatigue. Attendees will also gain actionable insights to take away and implement on their Facebook marketing campaigns the next day.

2. Building a Billion Dollar Business: How Blue Apron Used Data and Social Media to Acquire and Retain Customers (Simon Data)

Join Greg Fitzgerald (Director of Acquisition Marketing, Blue Apron) and Joshua Neckes (Co-Founder, Simon Data) for an in-depth look into how Blue Apron employs a data-first, cross-channel approach to getting the most out of social media for customer acquisition, and how they grew from an innovative upstart to the undisputed market leader in curated home food delivery.

3. How To Use Bitly Beyond Shortening & Branding (Bitly)

Each month, five billion unique browsers engage with Bitly links, and 300 million links are created through the platform. This session with Bitly’s Senior Content and Community Manager, Denise Chan, will unpack the top 10 metrics of your Bitly dashboard, and how to use Bitly for A/B testing, UTM codes, and other data-focused capabilities.

4. Listen, Analyze, Inform: Pulling Human Insights from Online Interactions (Ready Set Rocket)

This workshop focuses on social listening, social analytics and their impact on the customer journey. Attendees will learn how today’s marketers are mining human insights from data and using that knowledge to effectively communicate with modern consumers to drive bottom line ROI.

5. Share Rate is King (BabyFirst)

BabyFirst’s General Manager, Yuval Rechter, will discuss the importance of “Share Rate” for exponential and organic growth on your social channels. This data-driven approach to custom content production finds what resonates with your target audience and optimizes for shares.

6. Objective Based Marketing: Using Creative Sequencing To Drive Sales (mllnnl)

Consumers need to see the right creative at the right time in the right place. In this panel featuring top paid social experts from invite-only millennial marketing agency, mllnnl, we’ll discuss when to shift measurement away from the sale, creative sequencing best practices, and the future of paid social planning.

7. Data-Driven Customer Experiences and the Voice Paradigm (Bitly)

In this session, Matt Thomson (Chief Product Officer, Bitly) will explore how data is being used in more sophisticated ways to keep up with the increasingly complex customer journey across channels and devices. He’ll also predict what the future holds for data-driven personalization, and provide actionable steps for marketers to take to improve the customer experience.

8. TeraBites! Feeding Algorithms With Open Government Data (BetaNYC)

Manhattan Borough President Gale A. Brewer will moderate a panel discussion on open data as food for algorithms. Content is king and municipal open data allows social media teams to harness location sensitive information to enrich the user experience of the customer.

9. Words of Wisdom: Advanced Text Analytics and Strategies that Influence Consumers (Marina Maher Communications)

In this session, David Richeson (Chief of Innovation and Influence, Marina Maher Communications), will explore the vital role language has in helping brands, through advanced text analysis, find new ways into the consumer vernacular, and ultimately into their hearts, minds and purchase decisions.

10. A/B Testing is Dead. Long Live Rapid Mass Experimentation (Wunderman)

Join Yannis Kotziagkiaouridis (Global Chief Analytics Officer, Wunderman), as he discusses why ‘rapid mass experimentation’ (RME) is the future of experimentation, and how humans and machine-learning can come together to provide a deeper understanding of how emotions drive consumer behavior.

11. How Data Can Cure Your Influencer Headache (Truffle Pig)

Learn how data is bringing transparency to influencer selection and pricing, powering differentiated creative campaigns, and enabling brands to measure results that impact their bottom line. Executives from Thuzio, Food Network, Collective Bias, and Truffle Pig will also explain how to develop campaigns by merging data insights and creative ideas on emerging platforms.

12. Looking Beyond the CPA: Finding High-Quality Users that Don’t Break the Bank (Reuters TV)

In this session, learn some tips and tricks for looking beyond the most obvious acquisition metrics, and more into the metrics that measure true value for your app or website, with real examples from Reuters TV’s Senior Marketing Manager, Ashley Christiano. She’ll also discuss some useful ideas for what to do with data once you have it.

13. Social Listening 2.0: How Machine Learning Gets to the “Why” of Analytics (Crimson Hexagon)

Hear from social analytics and machine learning experts from Crimson Hexagon to learn how cutting-edge brands are using these tools to stay ahead of the competition. Attendees will get real-world examples of how brands are using machine learning to gain deep insights on their consumers, as well as a glimpse into the near future of deep social listening.

Social Media Week returns to New York this February 28 to March 3. HQ passes are sold out, but you can still watch the official sessions LIVE and on-demand through our video platform, SMW Insider.

How Blue Apron Used Data and Social Media to Acquire and Retain Customers

In just a few short years, Blue Apron has grown from innovative upstart to the undisputed market leader in curated home food delivery. This rise is a natural consequence of their great product and superior customer experience, but it wouldn’t have been possible without being able to convince millions of people to try their service in the first place.

Judging by Blue Apron’s success, it’s no surprise that they have one of the best acquisition teams in the business — and lots of stories to share.

Join us at #SMWNYC and hear from Greg Fitzgerald (Director of Acquisition Marketing, Blue Apron) and Joshua Neckes (Co-Founder, Simon Data) for an in-depth look into how Blue Apron employs a data-first, cross-channel approach to getting the most out of social media for customer acquisition.

The event, “Building a Billion Dollar Business: How Blue Apron Used Data and Social Media to Acquire and Retain Customers,” will help attendees get direct insight into a top-performing acquisition marketing team while learning about the role of paid social, sponsored content, influencer marketing, and other critical channels for high-growth businesses.

Other key takeways from this session include the challenges and benefits of coordinating social media with other essential marketing channels, and examples of how leveraging customer data helps business focus not on just acquiring customers, but on acquiring the best customers.

This session takes place on Tuesday, February 28 at Social Media Week New York. HQ passes are sole out, but you can still watch the official sessions LIVE and on-demand through our video platform, SMW Insider.

The Difference Between Facebook and Google for Data Marketers

In an attempt to figure out how we can do more to change the world, Social Media Week brought five leading thinkers in the data and analytics field to discuss some of the big questions surrounding data’s impact on social change.

Brian Reich, Director, Hive/USA for UNHCR, led a session on why we aren’t doing more with data analytics and science to discover solutions for social good, and what some of the barriers are to doing this.

Panelists included Christine Campigotto (Social Sector Lead, Civis Analytics), Matthew Daniels (Creator, Polygraph), Ari Wallach (CEO, FastCompany Futures), and Mike Williams (Research engineer, Fast Forward Labs).

“Can we solve the world’s more complex problems with big data?” Ari Wallach sums the answer up saying, “desire is there, but the ability to access it across platforms is not there.” Another valid point was voiced from Mike Williams, adding that part of the problem therein lies in getting the human capital (the data scientists) to the table, since the money is elsewhere.

This poses a strong argument that was echoed by others throughout the talk, this idea of getting the best people, those at the top of their fields, to do the right thing with their skills. While this may be a valid reason as to what’s stoping us from solving the big problems, it illuminates an important idea about the altruistic nature of each of us.

Christine Camigotto spoke to this bigger philosophical component of the question, “The unit of measure is a human, and we know that humans don’t always behave rationally.”

If we all assume that someone else will do it, what happens when no one does? There’s no allusion of the truth here, most of us are out for ourselves, but if none of us are mining the solutions to social issues and creating social good for us collectively, who will? How can we change the world if we don’t help?

Data allows us to capture valuable insights, mine and measure information that can aid in changing the entire landscape of a business or cause. The power of data is not lost on any of us who work with social media or with data science.

Read the full session recap at SMW News

Secure your spot in February of 2017 to join 2,000+ leaders in media, entertainment, and technology for a week of inspiring and educational events learning.

Data Marketing Masterclass: How to Create Customer Lifetime Value [WATCH]

Customer Lifetime Value (LTV) is the idea of zooming out and building a wider view of your customers. Too often are marketers more interested in new clicks, conversions, and users, rather than focus on the importance of maintaining current customers, and optimizing their engagement with a product, service, or brand.

In the video below from our Facebook Live masterclass, hear from Joshua Neckes (President, Simon Data) where he explains the value of getting your data organized in one place to allow you to measure, experiment and optimize the LTV of consumers and their experience at all touch points.

Secure your spot in February of 2017 to join 2,000+ leaders in media, entertainment, and technology for a week of inspiring and educational events learning.

Better Understand Your Audience with Simple Lessons in A/B Testing

Traditionally marketing and advertising practices have relied largely upon gut-something to the nature of look and feel. As social media has reared its newborn head, incumbent celebrities and corporate heads have gradually begun to tiptoe towards actually building a following for brand and personal purposes.

With the new rise of data and low-cost scalability in computing, the inception of revolutionary metrics and statistics are making us question our gut. For instance, Betsy Fast, Site Director at Seventeen.com, recounted how her suggested titles for a teenager’s article was actually not as popular as the original title, due to the data she received from her site.

On the whole, viewership is exploding due to social platforms: 25 million views from Harpers Bazaar’s Facebook page with only 2.5 million actual followers is unheard of a decade ago. Viewership means voices, and those voices are being aggregated and analyzed.

Disruption is salient. Joyann King, editor of HarpersBazaar.com, mentioned that their site just implemented A/B testing, which would resolve numerous site design and outreach choices through actual quantification of visitor behavior.

Humorously so, she reflected that the choice of a site main product image used to be “holding hands and saying ‘I feel M&M’s’ or ‘I feel Reese’s’,” which is as far a cry from leveraging site analytics as is using ouija board to ask about your ancestors versus signing up for Ancestry.com.

Suffice it to say, this step toward data-driven decision-making in the media industry is a mile long leap for the marketing industry.

Read the full session recap at SMW News

Secure your spot in February of 2017 to join 2,000+ leaders in media, entertainment, and technology for a week of inspiring and educational events learning.

Simply Measured at #SMWNYC: Why Marketers Need to Understand and Own “Dark Social”

You are failing to recognize 50% of the value that social is driving for your organization. The explosion of mobile messaging and private sharing have dramatically increased the impact that dark social has on your digital properties.

In order to succeed in this world, social marketers must be able to measure what traditional web analytics can’t. This session will demystify dark social by clearly defining it and giving you the tools you need to effectively measure it.

Attendees will leave with with the knowledge they need to enlighten their colleagues, demonstrate bigger results from the social team, and earn more organizational resources.

The session, “Don’t Be Afraid Of The Dark: How To Measure Dark Social” on Friday the 26th at 2:00pm at the SVA Theatre, will begin with a presentation from Brewster Stanislaw (Head of Attribution, Simply Measured) defining dark social and explaining why social marketers need to understand, measure, and own it.

From there, we’ll kick off a candid discussion and take a more in-depth look at dark social, and at the end of the session there will be audience Q&A to discuss how the explosion of mobile and private sharing is a hidden force that is deeply effecting your business.

Attendees will also gain practical, actionable advice on how to measure the value of dark social to paint a bigger picture of your social’s organization’s success.

Brandwatch’s Guide to Decision-Making with Data and Rewarding Your Customers at #SMWNYC

Brandwatch is one of the world’s leading social media monitoring and analytics tools, chosen by pioneering brands and agencies including Verizon, British Airways, Digitas, Whirlpool, Dell, PepsiCo, Monster and Papa John’s. They’re one of our official Social Media Week sponsors (read more about our upcoming work with them!), and we’re excited for their two sessions at #SMWNYC.

The first, “Democratizing Data And Decision-Making: Unlocking The Socially-Powered Invisible Hand Of Technology” takes place Wednesday, February 24th at 10:30 AM at The TimesCenter.

In this session, Brandwatch’s Chief Marketing Officer, Will McInnes, will highlight the transition from mundane, ineffective business intelligence and market research solutions, to the next generation of smart tools, and how they are disrupting the way we analyze, measure, and process our various marketing efforts, utilizing trainable agents powered by human and machine intelligence. This is the next horizon of social intelligence, and Brandwatch will explain who is at the forefront.

The second session hosted by Brandwatch is “Consumer Pulse: Giving The People What They Want” which takes place Thursday, February 25th at 10:00AM at the SVA Theatre.

Two of Brandwatch’s leading minds, Kelly Autenrieth (User Adoption Team Lead, North America, Brandwatch) and Brit Ferguson (Account Manager, Brandwatch), will highlight key use cases for planning a social strategy that features a rewarding shelf-life for you and your consumer. Attendees will learn the most practical and effective ways to interact with potential customers, and how combining emotion with purchase intent can transform someone into becoming a brand loyalist.

Purchase your pass to attend SMW New York, and learn how Brandwatch has helped brands around the globe achieve their goals through smart social data and customer engagement.

EVENT SPOTLIGHT: Extending Lifetime Value – The Future Of Customer Engagement

Lifetime value is the magic word these days; everyone needs to find a way to create more enduring, valuable relationships with their customers.

Register your pass to attend this masterclass session at SMW New York, where attendees will be introduced to the different categories of retention marketing, ways to operationalize data to drive engagement, and tangible examples of businesses doing it right. There will also be a broad overview of tools and services that should be a part of any successful stack.

Led by Joshua Neckes, President of Simon Data, a tool that transforms data into clear insights, and allows digital professionals to get the most out of their marketing efforts, this session will demonstrate how world’s savviest companies think about – and increase – customer lifetime value through data.

Extending Lifetime Value – The Future Of Customer Engagement” takes place Tuesday, February 23 at 1:00pm at The SVA Theatre (EDU Stage).

EVENT SPOTLIGHT: The Evolution of Data, Trust and Transparency in Advertising

Transparency is a highly placed value at The Economist Group and it is something that readers are demanding more of. But are they really having a transparent experience, or do they merely think they are?

Register to attend SMW New York to learn the good and the bad of marketers and publishers using more and more innovative methods to create, deliver and disguise digital advertising. Native advertising is the latest under scrutiny from the FTC, which released new guidelines last month, but it won’t be the last as more examples come to light where advertising is indistinguishable by consumers from content.

From hidden sponsorships to privacy, Mina Seetharaman (Global Director, Content Strategy at The Economist Group) will lead a panel with Tonia Ries (SVP and Executive Director, Edelman Square), Barbara Basney (VP of Global Advertising and Media, Xerox) and Amanda Rubin (Global Co-Head, Brand and Content Strategy, Goldman Sachs).

Making The Invisible Visible: The Evolving Roles Of Data, Trust And Transparency In Advertising And Publishing” takes place Tuesday, February 23 at 4:30PM at The TimesCenter (FWD Stage).

Hearst’s Lessons at #SMWNYC on Using Data and Gut to Build Social Audiences

Kate Lewis, SVP and Editorial Director at Hearst Magazines Digital Media (HMDM), will moderate a session with three Hearst Digital site editors to explore how audiences of large scales can successfully build and cater towards their social presence.

They will compare the effectiveness of two different social strategies: the use of performance metrics and audience data to inform social content, and following one’s gut instinct to create content that resonates with a community.

The Hearst brands represented on the panel have experienced the largest social audience increases during 2015, and session takeaways and will include: 1) the significance of insight teams, 2) the importance of humans analyzing data, and 3) how to communicate with your audience as if it’s a group of like-minded individuals.

Data vs. Gut” will take place on Tuesday, February 23rd at 3:00pm at the TimesCenter (FWD Stage), and participating editors on this session include:

  • Joyann King of HarpersBazaar
  • Joanna Saltz of Delish
  • Betsy Fast of Seventeen


★ Join thousands of industry leaders at SMW New York ★


View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass.

Image Credit: Latino Weekly

6 Events at #SMWNYC for Marketers That Want To Be Smarter With Their Data

If you work in digital marketing, chances are you stress over things such as data, analytics, metrics, KPIs, insights, and sentiment for your brand and the content you create. Each of these terms have become more important year after year, and the current ecosystem of social media monitoring and analytics has officially matured.

At SMW New York, several sessions are confirmed to help both data-rookies and veterans of analytics explore how data and insights can help us make smarter business decisions every day. Here are six sessions already confirmed to learn about data in marketing and content.

1. How Data And Analytics Can Transform And Enhance Native Advertising Opportunities

(Presented by Forbes Media)
This session, led by Mark Howard (Chief Revenue Officer, Forbes Media) will cover the benefits of always-on native advertising, specifically looking at the benefits of ongoing publishing campaigns, value of data and analytics for improving content, and the evolution of thought leadership.

2. Find Your Customers Through Open Data, APIs, And Machine Learning

(Presented by Decoded)
This masterclass will focus on how to leverage the data you have, and the data you don’t yet have, to determine who will buy your product, pay for your service, or hire your team. Jeffrey Lancaster (Head of Product, Decoded), will take you on a whirlwind tour of how open data and APIs (social media and otherwise) are being leveraged by industry leaders to determine the best ways to connect to consumers.

3. Data Versus Gut

(Presented by Hearst Magazines Digital Media)
Kate Lewis (SVP and Editorial Director, Hearst Magazines Digital Media) will join three Hearst Digital site editors to explore how large scale increases in social followings are achieved, and compare the effectiveness of two differing social strategies: the use of performance metrics and audience data to inform social content, and following gut instinct to create posts that resonate with audiences.


★ Register today by purchasing your pass ★


4. Making The Invisible Visible: The Evolving Roles Of Data, Trust And Transparency In Advertising And Publishing

(Presented by The Economist Group)
Marketers and publishers are using more and more innovative methods to create, deliver and disguise digital advertising. Native advertising is the latest under scrutiny from the FTC, which released new guidelines last month, but it won’t be the last as more examples come to light where advertising is indistinguishable by consumers from content.

5. Building A Startup Under The Infrastructure And Data Of A Legacy Media Company: A Great Big Story

(Presented by Great Big Story)
In this session, you’ll learn how to build a content strategy that’s informed by data taken straight from your social media properties. Find out the secrets that can harness your data for audience targeting, distribution and much more. Great Big Story, a socially-distributed video network that covers real stories, will lead this talk.

6. Create By Numbers: How Insights, Data, And Paid Media Shape The Creative Approach

(Presented by VaynerMedia)
The volume of data and insights available for social media is changing how agencies and platforms strategize, spend, and steer clients. An analytics-driven world means an elemental shift in how ideas are informed by data to better reach audiences. This session features speakers from VaynerMedia and Pinterest, and will answer the question: Which comes first, big campaign ideas, or testing multiple creative pillars to identify the big idea?

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass. You can also save 20% until January 14th!

Data, What’s Your Story?

On Tuesday, the “Leading With Facts! Using Data To Build Your Story” panel at New York’s Social Media Week brought together an all-star, all-female team of marketers to shed light on how companies and agencies can leverage data to execute marketing goals.

As data analysis becomes more integrated and sophisticated, both clients and agencies will have more objectives to reach. Sam Lim, Features and Branded Content Director at Stylecaster, added “people love facts and information and numbers, especially when you’re trying to sell them something.” Clients want to be reassured by quantitative proof that campaigns are successful and consumers like to see data points in marketing collateral. Though the purposes of data vary among different parties, the primary objective is to glean a story from the data.

But the numbers can’t speak for themselves. We have reached a point where we can no longer just look at the numbers without contextualizing where they come from, what they represent, and how they can inform future marketing decisions. The general consensus among the panel was that the industry is building bridges between marketers and editorial teams.

There will no longer be a divide between data analytics and creative/editorial teams. In fact, this hybrid is so valuable that the panelists agreed across the board that they were looking to only hire candidates that exhibited strengths in both quantitative analysis and creative production. Lindsay Kaplan, Vice President of Communications at Casper, summed it all up in her observation that marketing and creative teams must work together. “One doesn’t lead the other.”

Casper is currently running a campaign that is updated in real time and powered by numbers submitted by polled users. The numbers represent hours spent on Casper mattresses, but they are packaged in consumer-friendly, 21st century figures like hours spent watching Netflix or days spent spooning.

Jess Bahr, Senior Client Strategist at Social Flow, brought in another perspective in which data not only tells a story externally to the client or the consumer but also internally. She said, “People don’t just want data–even internally.” They need a holistic view to understand what the data means beyond the numbers. “Data for data’s sake is just hoarding numbers.”

Of course, “holistic” on the internal side can become difficult as the numbers come in from multiple sources and analytical tools. With regards to harnessing the varied data Bahr sees opportunity for a default metric that can standardize what clicks or impressions mean across different platforms.

With so many numbers and expectations of the numbers, it’s easy to get lost in the data. The panelists offer three leaves of wisdom to live by:

  • Anticipate and plan accordingly: Figure out what the client wants to measure and take the time to set up your metrics so you can measure things down the road. If you wait until you need a metric, it will be too late and you will have no data.
  • Practice quality control: Make sure data that you’re using is clean and accurate. Don’t take spikes or dips at face value. Consider the surrounding conditions to make sure what you think what something means is actually what it means.
  • Be curious: Ask questions that you didn’t even know you had. Why did a certain post spike, flatline, or dip? What day or time did this occur? Of course, all questions lead to the skeleton key to successfully wrangle data: Is there a pattern or unifying theme here that we can replicate?

Most importantly, data is a new world, so don’t be afraid to experiment with it and push the limits of what you can utilize. As long as you remain curious and careful with your data, there are countless useful stories that you can tell. Rest assured, “The thing we need is never all that hard to find…”

Jacqueline Ly is a MA/MSc Candidate in International and Global History at Columbia University. She is also a freelance editor in lifestyle, travel, tech, and sports.

Take Command Of Your Data: Understanding Audience Through Social Listening

This post is the second piece in a multi-part series with our partner Brandwatch, in which Will McInnes, CMO of Brandwatch, examines how brands can unlock the power of social data and social listening for business. You can read the first piece here.

 

People may not always say what they mean, but consumers use social media as their proverbial soapbox. Folks on Twitter and Facebook vent and praise brands in an unfiltered and very earnest way. Social media conversations are a gold mine of likes, dislikes, desires, and wants. Not to mention a great way to learn consumer preferences and adjust campaigns and activities accordingly.

So why aren’t more brands tapping into these very public, very insightful conversations?

They can and they should be utilizing the power of social listening and analytics to learn about their customers and audiences. Social listening helps brands do more than find out what people are saying about their products and campaigns, but can actually help tap into the psyche of audiences to better understand what and why customers want what they want.

Here are just a few ways social data can help brands educate themselves on consumer moods, regional preferences, and reactions to product features. And so much more.

 

Where, who, what?!

Some may say that social listening is a violation of privacy. But when consumers publicly pose questions to brands or complain about customer service, they are actively seeking a response. A solution. A conversation.

Brands must be listening and tuned into conversations so they can address customer concerns, embrace candid feedback, adjust marketing campaigns, product updates, and even company culture based on the changing tides of the industry and consumer needs.

Demographics are a great way to break down social data by region, gender, life interests, career, and more to better understand what campaigns might work best for different audience segments.

Imagine seeing which cities and states talk most about your competitors, and being able to identify key pain points that you can then turn around through engagement or strategic promotions? Well, it can be done, all through social listening and analytics.

 

Timing can be everything

What time of day is best to Tweet? Do conversations spike about our new product during a specific month? A specific day of the week?

Timing, as we all know, can be everything. When to launch a campaign, when to announce negative company news, and how often to engage are all questions that community managers and brand communicators need to be ready to answer. And act upon.

Using social listening and analytics to research and determine time-related best practices for social media and campaign activities is a no-brainer. Just like with web analytics, the data paints a clear picture of what methods work best for which activities.

Are your customers most active on social at night? Then hire an evening community manager to answer questions and monitor the conversations.

Do consumers on Twitter talking about your industry (be it automotive, consumer goods, or manufacturing) tend to get angry if a brand doesn’t respond within an hour? Note it, and make sure your customer service reps are poised and at the ready to address all concerns within a specific timeline.

These types of insights are priceless and help your brand make better, data-driven decisions. All of this adds up to a more streamlined brand presence and a high-quality reputation that shows your brand cares enough to listen, before acting or reacting.

 

Preferences, moods, and trends, oh my!

How brands act and react on social media is scrutinized by the advertising and marketing/communications press to no end. It is absolutely vital that brands know what their audiences want to hear from them, how often, and what type of content and personalized responses they need to feel secure.

Social listening can be used to check out “white space conversations” – those discussions, posts, and articles online discussing your industry but that don’t necessarily mention your brand or competitors. This strategy allows brands to tap into trends and discover new influencers in their sector, or identify potential “super users” and brand advocates they may not have otherwise known about.

We live out our lives on social media and brands would be remiss to not place value on conversations happening digitally. Whether we’re disgruntled with the service at the local restaurant chain, thrilled with the latest software update, or yearning for more details on a new ad campaign, we discuss it on social. There’s no use fighting it, it’s a fact.

In this Brandwatch Twitter Happiness Report, our analysts sought out to learn something new about human happiness; how it’s expressed on social, and what trends we could pull from the data. Using social listening and analytics to better understand customers and audiences, helps brands to better understand the psyche of different groups of people and identify trends that can help them improve strategy and campaigns.

 

The future of data analytics

Brands are beginning to recognize that more investments need to be made in data analytics and they seem to be doubling down on budgets, according to data from a Duke University survey of CMO’s cited in this AdWeek article. They reported this week that brands will allot 11.7 percent of their marketing budgets for analytics by 2018, up from 6.4 percent currently.

Social is here to stay. Social listening and analytics are necessary equipment in the marketers toolbox. Brands need to embrace the power of social media, and listen carefully to what their customers, dissenters, and the general public is saying. Understanding needs and wants is paramount to giving the people what they want.

Let them be heard.

 

What new possibilities are there now that a business is social?  To learn more, join Will McInnes at Social Media Week New York on Thursday February 26, where we learn how to strategically use social listening for business.

Social Media Week New York begins on February 23. For the full event schedule and how you can join us, visit here.

Is Data The Future Of Journalism?

More than ever, newsrooms are leveraging the power of data, from news gathering to creative storytelling. Data is changing journalism from how story leads are generated to how content is distributed and consumed.

On Thursday February 26, a panel of experts from some of the leading online outlets will discuss the intersection of data and journalism from all angles, covering the most important tech and methodologies shaping how newsrooms clean, analyze and visualize data.

The discussion will cover not only what we’re seeing today but emerging trends that will impact the future of content and its delivery. Panelists include experts from Medium, The New Republic, Vocativ, Business Insider and NYTimes.

 

Check out the rest of the amazing lineup of events and speakers for Social Media Week here, we hope to see you there!

SMWNYC Recap: Day 2 From Social@Ogilvy

Day Two at Social Media Week started off with a bang – Eli Pariser took to the stage to talk all things Upworthy, for the first time since the site has become viewed by over 60 billion people a month.

Here are the 5 takeaways the Social@Ogilvy team have from day two…what were yours?

  1. What’s trending isn’t always important
    Good news organizations (and brands) bring together aspirational and behavioral signals to balance their content. Both need to be treated equally and both need to be fed. This includes looking at what people do (share, click, create community action) and what they say.

    Is the content both compelling and substantive? The answer should be yes. And importantly, companies like Upworthy are looking at a new engagement metric they’re calling attention minutes and are going to the community to get their feedback on what they want the future of content to be.

    By reading behavior in the context of aspirations, we should now look at content in terms of “Am I doing it right?” and not “Are they interested?”

  2. Data will rule – but we won’t care
    Data is becoming more relevant and accessible and more tailored to our personal interests. By 2020, we might see Google Now-like technology permeate our lives, making data available before we ask for it, and helping us keep track of our habits and routines. Our main function will be to optimize the feed, or adjust it in the moment.

    Any app that’s relevant to you will be able to provide alerts or info, relevant to you, at a key time, possibly before you ask for it. For example: Your fitness-activity monitor, which knows you go running every Tuesday and Thursday, will let you know one of the streets on your route is closed due to construction and will know how to adjust your route, while keeping your distance, elevation, and other metrics generally the same.

  3. Wearable tech continues to innovate
    Wearables help amplify our expression and provide control over the sea of data we generate and have the ability to turn any activity into play. By putting the consumer at the center of action and allowing them to see how their actions impact the data and benefits – create a lasting bind between the person and tech.

    Sports, fitness, wellness, heath are sizzling with opportunity in the wearable tech space. But, in addition to counting our steps and perspiration and pushing email notifications – there is great opportunity to aid integration into life of those who might have a disability or impairment.

    Old school keyboard and mouse cause carpal tunnel for millions and it’s even more challenging for those with a disability. Wearables are here to change that.

  4. The leaders of the next digital revolution will be unexpected
    Steve Case, CEO of Revolution, a Washington, D.C.-based investment firm he co-founded in 2005, is best known as one of the founders of America Online, launched when only when only 3% of personal-computer users were online.  AOL was the first Internet company to go public, in 1992, when it had only 200,000 users. “You just gotta persevere,” he said.

    To find innovation, it pays to look beyond Silicon Valley and New York City. “Good ideas can be anywhere,” Case said, citing hidden gems like Austin and parts of North Carolina. Young entrepreneurs live in a world of greater diversity and opportunity where the people behind the company matter less than the quality of the idea.

    To fully access troves of talent, America needs immigration reform to compete with countries with more lax laws, Case said.

  5. The death of CPM ad units is near
    Storytelling is exactly the same as it was 50 years ago. That’s how we like to consume information. The “way” we tell stories is what has changed. Can’t just put an ad on the internet because it doesn’t make sense.

    Native advertising has a great role to play in the solution, but makes up a very small amount of ads. We have developed banner blindness – so we can develop social sponsored blindness too.

    Advertisers should be scared by the prospect of Pandora One, Netflix – places where consumers pay to not see ads. Just because attention is there, doesn’t automatically mean advertising will follow. But if we do have the attention, the frequency model goes away. Everything changes.

Second Screen Sports: Engagor At SMW NYC

The only thing better than watching the Winter Olympics while attending Social Media Week is doing it socially and with a second screen. We do most of our entertainment with a second screen, so it makes sense for you to get your dose of Sochi that way.

We’ve partnered with Engagor to highlight a live data feed showing how the Official Sponsors of the Sochi games are stacking up against each other in the race for Social Media Gold. And you can see it at Campus. Stop by the Engagor Pop Up, catch some Curling, practice your Triple Salchow, and spot a trend developing in realtime. Plus, if you checkin, you could win a free six month account.

Did we also mention their team has espresso?

All in all, it’s a win-win. Engagor is the most comprehensive platform for real-time customer engagement. It provides brands and enterprises with a powerful tool to monitor and analyze their social channels in order to efficiently engage with customers. And you can see it for yourself, all with a few perks.

Brandwatch Watching Social Media Week

People are conversing constantly online, and that means an increasing likelihood that your brand is being mentioned in places that you aren’t aware of. Who is talking, who is listening, and what do you really need to be paying attention to? 

Brandwatch is a software that allows you to access the most relevant conversations happening on social media that impact your brand. Their platform gives you access to all of these data points, so you can slice and dice in the ways that make the most sense for your brand and their intuitive user interface makes it less frustrating to extract the information you need.

They use their own crawlers to look through over 70 million sources, which include blogs, news, forums and major social networks. Additionally, their channels allow the tracking of public Facebook pages, without needing any admin rights. That’s a score for your team.

And we couldn’t be happier to have Brandwatch joining us at Social Media Week Campus on our ground floor and hosting an event. We recommend you hear Will McInnes, CMO at Brandwatch, as he discusses his perspectives on 21st century business and how the internet is radically changing our personal behavior, our organizations and our society. Then, swing by our Future of Now Exhibition area to see them showing us data in real-time about what is happening across the social channels as it relates to SMW. They will monitor social mentions and display items for the top influencers, hashtags and topics. Get people talking about your event, and then see it up on the Brandwatch screen!

Today is the last day to get a campus pass at the current price- the price will go up to the walkup price tomorrow so don’t wait! Check out the schedule for the amazing lineup of speakers and events and make sure to check out our opening night party, hosted by Nokia.

5 Reasons You Need To Attend SMW NYC

We hear it all the time — but isn’t every week social media week? Social Media Week is much more than just a discussion on social media. We know you’re smart enough that you don’t need that. You get it. What SMW is though is a look at how and where humanity and technology converge. And it goes much deeper than just your Twitter feed.

Here are just five of the areas that we’ll be elevating to the surface and how you can join leaders to see what’s changing:

  1. Health, Wellness and Your Spine Online
    With our focus on the Future of Now, we’d be remiss if we didn’t have a steady focus on how technology is changing our relationship to health and wellness. With classes from SoulCycle, morning yoga, Breathe Repeat’s look at how being online affects your spine, and even a special track on innovation in health from Merck, we want SMW to have a holistic approach. And you can get in on it here.
  2. Content Marketing and the Machine
    Let’s face it: content marketing is THE buzzword for 2014. But that doesn’t mean it’s not critical to your brand’s marketing strategy. Which is why we’re hosting a pretty hefty grouping on events on this topic, with leaders like Percolate, Unruly, Click 3X and more sharing their insights. We even have true[X] examining how we can prevent the online digital advertising economy from losing an estimated $6 billion a year.
  3. Music, Travel & Entertainment
    It's not ALL about ROI and the bottom line. In fact, this SMW we're looking at all aspects of how technology is shaping our experiences.From Spotify’s special track on music’s future to Chipotle’s look at unbranded film to our travel gurus, if you’ve got a passion, this is the list you want to explore.
  4. Data and Analytics and the Search for Meaning
    Most of us are familiar with famous quote by historic department store owner, John Wanamaker, “I know that half my advertising works; I just don’t know which half.” This need no longer apply, when you have skills from these events.
  5. Social Impact and Doing Good
    One area we love seeing the impact of social and technology is definitely on our society. Social impact has changed drastically over the past few years, giving NGO’s and philanthropists more tools to create change. Few get this like Deanna Zandt, and she’s curated the perfect SMW Social Impact Guide. If that’s not enough, here are some we recommend, including the launch of Mission 31 with Fabien Cousteau!

And if you need more, we’ve got a masterclass lineup you can’t resist, including Big Fuel talking the participation economy and the opportunity to build your own wearable tech.

Friday is your last day to grab your SMW NYC Pass at the standard rate. Join us, Nokia, and MKG for what we know will be our best SMW yet.

Intro to Marketing Analytics: 7 SMW Seminars Worth the Trip

Most of us are familiar with famous quote by historic department store owner, John Wanamaker, “I know that half my advertising works; I just don’t know which half.” This need no longer apply, with the analytics available to marketers to measure exactly which of their efforts are increasing engagement and converting into sales. Learn just how to measure your advertising campaigns and what to do with the insight at these events at SMW:

  1. Powering the Consumer Journey with Social Marketing
    It’s no secret: marketers have embraced social media to connect with consumers in new and creative ways. But where’s the ROI? You gotta understand the data. So, Offerpop’s co-founder, Mark Cooper, joins Gabe Alonso, Marketing Communications Manager at Gilt. Together at this event, you’ll understand the consumer’s journey and how to leverage social data better.
  2. Crash Course: Social Strategy, Analytics, and Advertising for Brands
    Everything you need to know from social media advertising and analysis in just a few short hours. This course, led by Trina Albus (Magenta) and Drew Baldwin (from our own Social Media Week LA) breaks down the various platforms, how to manage paid advertising through Facebook, and how to see which of your social channels drive the most traffic to your site.
  3. Social Tech Demo Breakfast: Big Data, Social Analytics, Branded Content, and Paid Platforms
    Watch demos of the different tools available for marketers to track their effectiveness in real time. From trend analysis, social media analytics, to paid social platforms, this breakfast event explores the different options for marketers to engage customers and measure their success.
  4. Masterclass: Data-Driven Channel, Content, and Campaign Intel
    If you want to be the best, you gotta learn from the best. Join the Unmetric team in this masterclass to find out how you rank against others in your industry, learn how to expand your current reach, and better understand how to monitor metrics that matter.
  5. Go Ahead In Digital: Winning with Analytics
    What does social influence really look like in today’s digital world? Look at how the leading brands are using analytics to drive their strategies for the future. Hosted by W20, a panel of experts from Hewlett-Packard, Verizon, Podesta Group will discuss how data can be used to create actionable and achievable marketing goals.
  6. The State of Real-Time vs. Predictive Marketing in 2014
    If you even considering jumping into RTM, then this event is a must. You’ll hear both sides of the debate. With uberVu’s CEO, Mark Pascarella, sharing how to analyze opportunities and what to consider when jumping into RTM in one corner, we have MRY’s Chief Distribution Officer, Jeff Melton, in the other supporting his case with data on how to predict, optimize, prioritize and respond to conversation volume and velocity from all marketing efforts.
  7. What Is Data That You Can Believe In? A Discussion on the Latest Analytics and Audience Modeling Tech
    After being refined during the Obama campaign, learn what data means for the future of television advertisement. Hear from Mark Skidmore (Bully Pulpit Interactive) and Chauncey Mclean (Analytics Media Group) about the relationship between TV and digital and the impact of smart television on the future of advertising.

Register for your all-access pass to Social Media Week for more insightful events like these!

Student, non-profit employee or small business? Apply here a chance to win a scholarship to Social Media Week, sponsored by Nokia! Please note, that we have a limited number of Scholarships and cannot guarantee that your application will be accepted.

Featured images courtesy of bluefountainmedia.

Coverage of SMW12: Socializing the News

Who

Moderated by Peter Himler – President — Publicity Club of New York
With Panelists:
Anthony De Rosa — Social Media Editor, Thomson Reuters
Craig Kanalley — Social Media Editor, NBC News
Elizabeth Heron — Social Media Editor, The New York Times
Jake Porway — Data Scientist, The New York Times
Mat Yurow — Social Media Producer, Bloomberg News and BusinessWeek
Steve Krakauer— Senior Digital Producer, CNN/U.S

What

The Socializing the News luncheon began with Publicity Club of New York’s President, Peter Himler introducing Jake Porway, the Data Scientist at The New York Times’ Research & Development Labs to demonstrate his company’s Cascade app, which I must say is likely the most *beautiful* tool presented during Social Media Week 2012.

http://www.youtube.com/watch?v=yQBOF7XeCE0

Project Cascade goes beyond the two dimensional graphs most companies currently use. It’s a three dimensional representation of how news is shared and how it spreads. The app uses data from the New York Times website and Twitter, well-worn territory but and it adds a key element: information from bit.ly, the URL shortener. By working with bit.ly, staff were able to see when New York Times links were shortened or expanded. Altogether, a full tapestry is exposed: Read; Share; Engage.

Person 1 browses the NYT site, reads an article of interest, uses bit.ly to shorten the URL, shares on Twitter; Person 2 clicks on the  bit.ly link, expands the URL to read the story; Engagement via returning to the NYT website, retweets and conversation. A very powerful data set emerges from these actions. Using the tool developed at the NYT, researchers can see the cascade of events which happens whenever someone tweets one of their news stories.

Project Cascade shows all the sharing behavior based on a tweet. All the layers of retweets. The echo effect across Twitter. The degrees of separation from the original tweeter. Analysts can see the reach of an article by seeing how tall the graph gets, built by layers of retweets. They can also see when others enter and leave a conversation, streaming over time. Consequently, they can also pinpoint influence by large spikes in the data. Who are key players and what are they saying? The app allows analysts to understand the nature of a tweet and how it spreads by looking at the backbone of influential people. Does it help when someone asks a question or adds their thoughts? Do they use a certain hashtag? How does conversation evolve? On which branch do people enter the tapestry? How do things change over time? Using the tool, analysts have quantifiable data to ask questions like “When is the best time to tweet?” They can test the hypothesis and see what works best. They can see who are consistently bringing people back to the site. Which articles are likely to spread and why. What are the sections which affect the flow of conversation? How do journalists become a part of the conversation? Should we retweet ourselves? Should stories be managed or should they be allowed to grow organically? Now, all these questions can be looked at because Project Cascade offers a lens into what is happening in social media.

But Socializing the News wasn’t all apps. Steve Krakauer shared on how social media has a real impact on what companies do. What happens on the digital space translates into more viewers on CNN. Now, the question is how to harness that. Piers Morgan is a great example of how Twitter can build a brand. He is a personality with a strong following. And it really is Piers who tweets. Google+ doesn’t have a good metric or analytics system, yet, and it hasn’t opened up the same way Facebook and Twitter have. For those reasons, people hesitate.  For big organizations to consider Google+, it will have to show more of the back end data. With Facebook and Twitter, you can have a community where you can hit people with what they are interested in. Cultivating a community that already exists is almost as important as reaching out to new people. But most important is people clicking on links, replying, retweeting and commenting, more so than follower numbers or likes.

Mat Yurow joined the dialogue, offering his perspective from Bloomberg. Bloomberg‘s wire service is its main source of revenue. In a world where Twitter is becoming the source for breaking news, how does a company balance service offerings which are free v. charged? Mobile apps have been optimized for sharing and discussion and that is where the organic growth will happen. At the moment, it’s about building a following. Each social network has its own strengths, and those strengths are primed to be taken advantage of.

His company has found that it gets much more traffic from Facebook and people spend three times as much time reading articles on the site, as opposed to the traffic from Twitter, while LinkedIn is used by reporters to find leads. Play the slow game and build relationships. There are few tools better at relationship building than Twitter. Social media editors are responsible for building their credibility and clout to make people listen to what is being said; PR people are responsible for checking-in periodically even when they are not pushing or selling a story. Become a familiar face on a journalist’s timeline, and journalists will be much more willing to respond.

Yurow instructed attendees to find a way to add value to your followers, and play to the vanity of people. Mention them in a newsletter, and then let them know they have been included. Send out tweets at different times, depending on when people read. Understand your audience and find out when you can offer most value.  Consider scheduling tweets to post at night or on the weekends because social sites may be blocked at your followers’ workplace. Don’t lose your audience because they are not able to be at a desk when you are.

Then the New York Times’ Elizabeth Heron offered her views. On Twitter, the company uses the main @NYT account to break news. However, each desk has its own account and is responsible for its own social media strategy, so things don’t need to be completely centralized. “Hashtag Science” is used to create short hashtags which clearly identify the story and invite people to contribute. For example, #iEconomy to discuss how Apple is affecting the economy; how does Apple differ from other major companies that manufacture in China; do factory conditions affect people’s choice to buy iPhones?

To give readers access to journalists, the New York Times also holds live chats on Facebook, as well as on Google+ hangouts. The company likes to give direct access to reporters who work on series. And this international contingent of reporters is great for crowdsourcing. NYT considers the journalistic value of social media. It’s difficult to quantify, but if the company finds sources it would not have found otherwise or it’s able to cover breaking news more comprehensively, then it is significant. On the business side, the company cares about referral traffic. Engagement metrics are much more important than number of followers.

Craig Kanalley expounded on the role of the social media editor: to tell stories. Carve a niche and innovate to use social media creatively. There are endless possibilities. It’s also part of the employee’s responsibility to break out of a Twitter Monkey role. Engage journalists on Twitter by offering timely information.

Keep in mind that Pinterest is sustainable because it appeals to the mainstream audience, not the tech-geeky crowd. Finally, it’s better to post in real time in possible. Scheduling tweets can make you look outdated if not done correctly, so be careful.

The panel concluded with Anthony De Rosa. He stated that in order to be the place where people go for news, you should be the beacon for all news – it makes you valuable. You shouldn’t feel like you can only report those stories coming from your newsroom. However, make sure to validate; due diligence is necessary. Be a megaphone for your own content, but also act as a curator so you’re the central source for everything. The difference between social media and headlines is that you don’t have to be as literal with the former. Social media writers are aiming to grab attention rather than gain the SEO system. Ride the line of interesting and engaging, but don’t mislead.

Pinterest popped up again as a great distribution channel for videos, and LinkedIn was positioned as good for gathering information because it allows users to filter others by who people are: which companies do they work for and which positions do they hold? Listen on LinkedIn. This function doesn’t exist natively on Twitter, but can be maximized on LinkedIn.

Peter Himler helped us end the event by pointing us to MuckRack, which tracks thousands of journalists on Twitter and social media.

At the end of the event, I walked away feeling like I had a great sense of the myriad ways the news can get social and how companies are doing it.

 


Lisa Chau
 has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Since 2009, Lisa has worked as an Assistant Director at the Tuck School of Business. In 2012, she launched GothamGreen212 to pursue social media strategy projects. You can follow her on twitter.