STEVEWIRIG

Product Manager of #ContentMarketing #SocialMarketing @Adobe, Family Man - Father of 5, Developer Hobbyist, Entrepreneur, BYU Fan, MLB Hat Collector

[stevewirig]

Social Contribution Analysis

During the keynote this morning at #AdobeSummit, Contribution Analysis was demoed within Adobe Analytics.  This is a huge step forward for digital analysts to quickly make sense of large data sets and distill quick and actionable insights from all the factors that contributed to specific spikes and trends.  

The Integration of Adobe Social data sources into Adobe Analytics enables a social marketer to both identify anomalies in key conversion and social engagement metrics and also find which attributes of that social content is responsible for that anomaly. 

For example, 

If I look into Adobe's Twitter Presence and want to analyze an anomaly that occurred on February 27th

I can run a Contribution Analysis and can run and view an automated report that will show all of the social attributes that helped contribute to the anomaly detected.

From this report I can see the types of content, the publishing authors, the time of day & day of week that the content was published,  I can also see the top social posts that contributed to that spike to quickly isolate what is going on.

Looking at the top posts shown in this report we can quickly find that there were a few Adobe tweets that had a significantly higher amount of retweets than the average tweet.  This provides valuable insights for a social marketer looking to optimize their social content strategy to understand which elements of their social content are most influential in driving social engagement or downstream conversion.

[stevewirig]

Social Anomaly Detection

Social engagement metrics go up and down daily, and it can be hard to know when there is a significant spike or dip in any given engagement metric that falls outside of the expected range. Anomaly Detection in Adobe Analytics now ingests Adobe Social data and statistical anomalies can be detected for Social Platform growth metrics, Owned Social Post engagement metrics, and Organic Conversations.

[stevewirig]

Social Analytics Superheroes Needed At Adobe Summit 2015!

Join us Wed, March 11, 2015 in Ballroom E @ 11:30

At Summit this year, I will be diving into how to become a Social Analytics Superhero and filling your utility belt with crucial tools and techniques to understand the value of social marketing and find ways to improve social programs.

Suit up and join me... but I get to be Batman: https://adobesummit.lanyonevents.com/2015/slc/connect/sessionDetail.ww?SESSION_ID=3045

[stevewirig]

Enough of the social shaming.  People make mistakes, it is not our job to then collectively ruin their lives for it.  Lets just love one another.  Happy Valentines Day.

Good reminder and article about the reality of social media shaming: http://www.nytimes.com/2015/02/15/magazine/how-one-stupid-tweet-ruined-justine-saccos-life.html

[stevewirig]

You got to dive deeper than the vanity metrics to expose real value of social programs.

[stevewirig]

Measuring ROI from social is still top challenge.