Lesson 1 – Introduction to Social Media Analytics

Part 1 – 09:00 – 9:50

• Social Intelligence – What is it, and what it CAN and CANNOT do for your company?
• Listen, Measure, Learn — returns on investment
• Choosing the RIGHT performance indicators (KPIs)

Break

Part 2 – 10:00 – 10:50

• Law of General Relativity — benchmarking to the past and to competition
• Embracing imperfection — the eternal struggle between precision and recall
• Taming the infinite — narrowing focus to what REALLY matters
• Practice/joint activity

Break

Lesson 2 – Building a Social Analytic Plan (and team)

Part 1 – 11:00 – 11:50

• Why set up an SMA team?
• Tasks of teams, roles of members — competencies for success
• Expectations from Leadership — managing and exceeding them

Break

Part 2 – 12:00 – 13:30

• Tools to use — from simple and free to complex and far-reaching
• AND/OR/NOT — brief primer on Boolean logic
• Case studies — practical implementations of analytics
• Practice/joint activity

Lesson 3 – Elements of Social Listening

Part 1 – 09:00 – 09:50

• Identifying business questions — and defining an approach to their answers in social content
• Definition vs. Discovery — pre-determined categories vs. machine-generated insight extraction from data
• Entities — tracking brands, companies, objects in social data, answering the ’what’/’where’ questions
• Key Messages and defined Topics — concepts, product and/or company attributes, getting to the ‘why’ and ‘how’
• The importance of longitudinal data — tracking and measuring changes over time

Break

Part 2 – 10:00 – 10:50

• Discovered Themes — surfacing the voice of the customer by tracking ‘what else’ is said about brands and topics, addressing the ‘unknown unknowns’
• The Role of the Grammarian — designing, testing and implementing effective queries and definitions for social content
• Practice/joint activity

Lesson 4 – What to Measure – and What it Means

Part 1 – 11:00 – 11:50

• Properties of Social Media Channels — similarities and differences between Tweets, Posts, Comments and Articles
• Sentiment Measurement and Sentiment Drivers — is social content good, bad or indifferent?
• Audience and influencer data — ‘who’ is doing the talking, ‘who’ is doing the listening
• Key Performance Indicators — should I care? If so, how much?

Break

Part 2 – 12:00 – 12:50

• So what? Drawing conclusions and condensing social media metrics into insights.
• Now what? Formulating recommendations and advice based on feedback from the customer and the brand/product ecosystem. The customer is ALWAYS right
• Practice/joint activity

Break

• Simulation game