Live from #MediaInsight: Social@Large: Will Tracking, Analyzing and Surveying Lead to Social Monetization?

Nathalie Bordes, Senior Director Sports & Emerging Platforms Research, ESPN, told us today that Sports is Social. Nothing drives social TV conversations like sports.

In 2013, social conversations around TV sports grew 37%. At ESPN they had 800 social media personas to maintain.

ESPN Social Media Stakeholders

Research &Analytics, Brand, Product and Ad Sales teams all needed a seat at the social media round-table:

Track, monitor, examine

total social footprint
by account
share of voice

Analyze traffic across
asess which metrics are relevant
Historical data as well as real-time for each account

Solution Needs

Track and store data, competitive posts
Allows "real-time" analytics across media platforms
Has custom and automated reporting capabilties for custom, monthly, daily, hourly intervals

Social Reporting Platform Pilots

Can this solution digest, store, and analyze social "raw" data for one or multiple platforms?

Provide a consistent data stream?
historical data dumps
recreate exisiting reports in an efficient way?

Started off with Twitter and Facebook using data resellers GNIP and Datasift, storage in Hadoop, then platfora visualized the data.

The vendors collect, filter and enrich the social data streams: FB public API for 30 pages and 1,200 Twitter handles.

Resources:
IT infrastructure and personnel
legal and procurement support
funding

Challenges for ESPN:

Data:

social media platform restrictions
data outages
data inconsistencies
historical data structure

Reporting:

Lack of metric definitions
data verification

Pilot data collected:

71 Million tweets
2.2 Million Facebook Posts

Retweets show share of voice - how relevantly you are communicating with your fans.

Monetization comes from driving social fans to your website, to your product.

ABOUT THE AUTHOR

Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Valerie M. Russo Evans

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