Social Media Analytics Strategy: Using Data to Optimize Business Performance

302 Pages·2017·4.21 MB·English

by  Alex Gonçalves (auth.)

Social
Media
Analytics
Strategy
Using Data to Optimize
Business Performance
―
Alex Gonçalves
SOCIAL MEDIA ANALYTICS
STRATEGY
USING DATA TO OPTIMIZE BUSINESS
PERFORMANCE
Alex Gonçalves
Social Media Analytics Strategy: Using Data to Optimize Business Performance
Alex Gonçalves
Las Vegas, Nevada, USA
ISBN-13 (pbk): 978-1-4842-3101-2 ISBN-13 (electronic): 978-1-4842-3102-9
https://doi.org/10.1007/978-1-4842-3102-9
Library of Congress Control Number: 2017959562
Copyright © 2017 by Alex Gonçalves
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part
of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations,
recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission
or information storage and retrieval, electronic adaptation, computer software, or by similar or
dissimilar methodology now known or hereafter developed.
Trademarked names, logos, and images may appear in this book. Rather than use a trademark
symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and
images only in an editorial fashion and to the benefit of the trademark owner, with no intention of
infringement of the trademark.
The use in this publication of trade names, trademarks, service marks, and similar terms, even if they
are not identified as such, is not to be taken as an expression of opinion as to whether or not they are
subject to proprietary rights.
While the advice and information in this book are believed to be true and accurate at the date of
publication, neither the authors nor the editors nor the publisher can accept any legal responsibility
for any errors or omissions that may be made. The publisher makes no warranty, express or implied,
with respect to the material contained herein.
Managing Director: Welmoed Spahr
Editorial Director: Todd Green
Acquisitions Editor: Susan McDermott, Shivangi Ramachandran
Development Editor: Laura Berendson
Technical Reviewer: Christine Berry
Coordinating Editor: Rita Fernando
Copy Editor: Kim Burton-Weisman
Cover: eStudio Calamar
Distributed to the book trade worldwide by Springer Science+Business Media New York, 233
Spring Street, 6th Floor, New York, NY 10013. Phone 1-800-SPRINGER, fax [phone],
e-mail [email protected], or visit www.springeronline.com. Apress Media, LLC is
a California LLC and the sole member (owner) is Springer Science + Business Media Finance Inc
(SSBM Finance Inc). SSBM Finance Inc is a Delaware corporation.
For information on translations, please e-mail [email protected], or visit http://www.apress.com/
rights-permissions.
Apress titles may be purchased in bulk for academic, corporate, or promotional use. eBook versions
and licenses are also available for most titles. For more information, reference our Print and eBook
Bulk Sales web page at http://www.apress.com/bulk-sales.
Any source code or other supplementary material referenced by the author in this book is available
to readers on GitHub via the book’s product page, located at www.apress.com/9781484231012.
For more detailed information, please visit http://www.apress.com/source-code.
Printed on acid-free paper
Apress Business: The Unbiased Source of Business Information
Apress business books provide essential information and practical advice, each
written for practitioners by recognized experts. Busy managers and professionals
in all areas of the business world—and at all levels of technical sophistication—
look to our books for the actionable ideas and tools they need to solve problems,
update and enhance their professional skills, make their work lives easier, and
capitalize on opportunity.
Whatever the topic on the business spectrum—entrepreneurship, finance,
sales, marketing, management, regulation, information technology, among
others—Apress has been praised for providing the objective information
and unbiased advice you need to excel in your daily work life. Our authors
have no axes to grind; they understand they have one job only—to deliver
up-to-date, accurate information simply, concisely, and with deep insight that
addresses the real needs of our readers.
It is increasingly hard to find information—whether in the news media, on the
Internet, and now all too often in books—that is even-handed and has your
best interests at heart. We therefore hope that you enjoy this book, which has
been carefully crafted to meet our standards of quality and unbiased coverage.
We are always interested in your feedback or ideas for new titles. Perhaps
you’d even like to write a book yourself. Whatever the case, reach out to us
at [email protected] and an editor will respond swiftly. Incidentally, at
the back of this book, you will find a list of useful related titles. Please visit
us at www.apress.com to sign up for newsletters and discounts on future
purchases.
—The Apress Business Team
To my grandfather, Maximiano Gonçalves, who
proved through his many books, that writing and
sharing knowledge is amazing and possible.
To my father, Maximiano Gonçalves Filho, who never
gives up on me no matter what, and taught me the
discipline that shaped me into who I am.
To my mother, for giving me more than I ever asked for,
and supporting all of my huge dreams with infinite
light, love, and strength.
Contents
About the Author                                             ix
About the Technical Reviewer                                   xi
Acknowledgments                                            xiii
Introduction                                                 xv
Part I: Data                                     1
Chapter 1: Social Media Data                                  3
Chapter 2: From Data to Insights                             21
Chapter 3: Luis Madureira                                   47
Part II: Defining Analytics in Social Media and Types
of Analytics Tools                          53
Chapter 4: Analytics in Social Media                           55
Chapter 5: Dedicated vs Hybrid Tools                          67
Chapter 6: Alexander and Frederik Peiniger                     79
Part III: Differences of Social Media Networks        89
Chapter 7: Social Network Landscape                          91
Chapter 8: Tam Su                                         109
Part VI: The Analytics Process                     119
Chapter 9: The Analytics Process                             121
Chapter 10: Armando Terribili                                141
Part V: Metrics, Dashboards, and Reports           147
Chapter 11: Metrics                                         149
Chapter 12: Dashboards                                     187
Chapter 13: Reports                                        213
Chapter 14: Milan Veverka                                    231
viii Contents
Part VI: Strategy and Tactics                      241
Chapter 15: Strategy                                        243
Chapter 16: Tactics                                         263
Chapter 17: Michael Wu                                     275
Part VII: The Future                             287
Chapter 18: Prescriptive Analytics                             289
Chapter 19: The Future of Social Media Analytics                297
Index                                                      303
About the Author
Alex Gonçalves works for quintly (professional
social media analytics), training and providing
analytics to social media teams around the
world from such global companies as Peugeot
& Citroen, Danone, Autodesk, and Monster
Energy, as well as global PR and marketing agen-
cies (e.g., Ogilvy, Leo Burnett, Publicis, Mediacom,
Mindshare, Havas, and many others). His global
and professional experience has given him an
understanding of the different contexts of digi-
tal marketing around the world. He has lived
in the United States, Germany, England, Czech
Republic, Portugal, and Brazil. He currently lives
in the United States, where he continues to develop his work into the expan-
sion and better use of social media analytics by professionals.
He has recently launched a website at www.analyst.life as a channel to
bring together the community of analytics professionals and enthusiasts to
focus the conversation. His vision is to integrate analysts of different fields,
from social media to business intelligence, and enable the knowledge exchange
around a broader approach to analytics.
Alex was born into the technology industry. His father created the largest
technology convention in the world at the time—Fenasoft (http://bit.
ly/2uFoQgu). As a child, Alex clearly understood that technology has immense
power for change and positive change. When social media technology came
along, Alex embarked on a journey to uncover more of its secrets, seeing it
as a new basis for everything else and as an operating system for the future.
Alex’s calculations point that in more than ten years of working with social
media, he has spoken to more than 9,760 people, for more than 24,400 total
hours of conversation. He feels that this qualifies him as passionate for the
subject, a trait that he will surely honor when contacted by anyone interested
in talking about social media, and social media analytics. So please be encour-
aged to get in touch!
You can contact him at https://www.linkedin.com/in/alexgoncal/.
About the Technical
Reviewer
Christine Berry has spent her professional career working in social media.
She is currently a product manager at quintly, a social media analytics SaaS
company. She has previous experience in social listening and publishing, as
well. She specializes in SQL metric creation, analysis, and optimization.
Christine is a graduate of Boston University’s Questrom School of Business
with a concentration in management information systems. Her personal inter-
ests include fitness, hiking, and classical piano.
Acknowledgments
This book became possible thanks to the amazing professionals I had the
chance to meet along my career, and the amazing clients I had the chance to
work with, who pushed me with their eternal curiosity. It was in the trenches
of social media that I understood how important it was to prepare this book
as a compendium of the necessary knowledge to take every reader to the
next level. I am absolutely sure that if we have worked together, either as a
colleague or as a client, you will notice in this book some or a lot of what we
spoke about.
An immense thank-you to the guests in this book who believed in me and
through their interviews offered their insight and knowledge. In order of
appearance in the chapters, I give a very special thank you to Luis Madureira,
Alexander and Frederik Peiniger, Tam Su, Armando Terribili, Milan Veverka, and
Michael Wu. I am a great admirer and fan of your work, vision, and drive.
An extra special thank-you to Alexander and Frederik Peiniger for giving
access to use and publish quintly’s analytics metrics in the book, which are
used to illustrate many concepts that we explore. They are also great leaders
and inspire me in my approach to analytics.
A super thank-you for my friend Christine Berry, who is an amazing person
and an extremely dedicated professional, for bringing in her knowledge and
insight as technical reviewer.
Eternal admiration and gratitude for the work and spirit of the entire team
at Apress: Todd Green, Susan McDermott, Shivangi Ramachandran, Laura
Berendson, and in special, for being my super hero along so many contacts in
the everyday process of this book, Rita Fernando. A very special thank you
also to Jonathan Simpson, who introduced me to Todd Green and the Apress
team.
Last, but most definitely not least, a hearty thank-you to all my friends and
family who are present with me every step of the way, in my heart, giving me
the drive to push forward and believe.