I need Social Media Analytics Case Studies for the the book I’m writing and I put up a page up on this blog (link in the upper right) where you can read and contact me if your interested in providing a case study that can go into the Social Media Analytics Book. Here’s a link to the request form that you can download so that you have a hard copy.
Shortly (in a week or so) the Book Blog will be up but it’s not ready yet.
Don’t want to lose the time so here goes. I realize this form is quite long and not that easy to read; I’ve filled out enough forms of this type to appreciate the time and effort that does into answering the questions.
At the same time there needs to be precision in what I’m asking for an which also makes it easier to compare case studies to each other and summarize the information.
I need your case studies submitted within the next 30 days (by mid December 2010).
Read the information below and if you have something that will fit into what I’m asking for (in the format that I’m asking for it – meaning all the points and sub-points should be followed as much as possible), go ahead and contact me using the form at the end of this post.
A work in progress, by Marshall Sponder
Open Invitation for Social Media Analytics Case Studies for review and potentially for inclusion in the book. To be published by McGraw-Hill in the spring of 2011, this is an open request to the Social Media Analytics and Data Gathering Vendor and Providers Community.
Analysis of Case Studies is useful for testing whether models, theories, or methods of analytical data gathering and interpretation can truly work in the real world. A case study gives the story behind the results by capturing what happened to bring it about, and can be a good opportunity to highlight a campaign’s or a project’s success. It may also bring attention to challenges that arose, or to difficulties encountered in the course of the process.
The following is an outline of the data we seek, and a suggestion for a forum or template to use in submitting a Case Study. But please note: additional input or discussion is welcomed, as are other methods of presentation.
1. A brief synopsis of your company or service; the analytics it offers, a description of the data or end product.
2. A short introduction to the Case Study: what was the project or campaign, and some detail regarding:
a. Was a there a specific problem to be addressed or resolved?
b. What inspired the project or campaign?
c. Were there drivers for change, or to develop new information or ways to gather, analyze, or present new analytic details, factors or insights?
d. What was the context for the work/project/campaign covered in this initiative or work product?
e. What was the methodology used to generate the data or findings?
Include relevant key facts about the organization or the client, with brief details about any others involved, such as strategic partners, syndicated or publicly available data or streaming information
3. A discussion of the Aims and Objectives of the project or campaign, including:
a. Purpose: what was the client trying to achieve or learn?
b. What benefits or end result was the study or clients or project’s objective?
c. Description of the project long and short-term goals, including services or applications to be provided, measurement of success, and financial or expansion or strategic objectives, etc.
Note: We suggest the following goals and objectives be used if possible in the language of the case study:
Goals: Awareness, Consideration, Try (trial), Referral (recommend), Advocacy (“Like” or “Share” or “Repurpose”/”Forward”/”extend”).Stakeholders: (who the work was done for): Branding, Marketing, Public Relations, Advertising, Retail, Customer Service, CRM, Communications or Other.Social Media or Outreach Channels: Email, Facebook, Twitter, Video, Flickr, LinkedIn, Foursquare (or other Geolocation services, Mobile, Viral Marketing, Word of Mouth, Coupons, Point of Sale systems, Paid Search, Organic Search.Industry Segment: (i.e.: Retail, Banking, Non Profit, Aerospace, Automotive, etc)Note: If possible, reference the same points and sub points contained in this document when composing your case study; this will help us organize the material more effectively.
4. Details of Approach, to include:
a. Specification of requirements – what was specified?
b. Description of planning process.
c. Overview of project scope, timeline, execution process.
d. Key Factors of Project Management, i.e., guidance, best practices and framework, project governance, Milepost reviews, communications and stakeholder management.
e. Measurement or data analysis details, including analytical methodology of the data, method of data acquisition, timetable, cost basis.
f. Comments or explanation of how and why this approach was adopted or relevant to the information needs of the client or the project itself.
g. Process development, quality control measures, KPI’s, etc.
5. Details of Challenges, to include
a. Problems encountered in the process.
b. Cultural, semantic, numeric, difficulties with, or adapting to, interoperable or cross-usable data.
c. Staffing or communications challenges (internal or with client).
d. How were these handled, and eventually overcome.
e. What would you do differently, better, or with greater clarity next time around?
6. Details of Successes and Outcomes, to include:
a. Specific challenges to the work or project that were overcome.
b. What were the contributors to these successes, and can they be put to use in future such projects?
c. What variables arose that were of significance or value to the project?
d. How did your service or method satisfy the information or data needs of the client or the project?
e. How did the generated data (or summary of findings) solve a problem or shed light on a client (or project) area of concern or interest?
f. How will revenue or actionable information result from the analytic data generated by your product or service?
g. Summarize how the end result improved or enhanced client operations or sales or productivity.
7. Conclusions, to include:
a. What was achieved?
b. Benefits that have been realized as a result of the analytics generated or presented as summary data.
c. Future potential benefits.
d. Lessons learned (b y the client, the vendor, or other stakeholders or partners).
e. Future plans.
We understand that not every study falls into a neat box and Social Media Analytics is an emerging field and that new data streams and methods of analysis are part of this burgeoning arena. The ecosystem and datasets and stores of information within the realm of Social Media will often follow a new paradigm of acquisition. User generated data may require stages of review in advance of analysis; grooming of data and fields may also come into play.
Using the above as a guideline for Case Studies, we thank you in advance for participating in this book project, and welcome your comments and insights. Please take care to note any confidential or proprietary Case Study data or client tactical or strategic or trade secrets that are not to be revealed, made public or to be put in the published content of the book or the book’s associated website. Please note confidential Case Study content as, “not to be included in published case study”. Confidentiality and proper codes of business standards and practices will be in effect as we gather information and write the chapters of the book.
Thank you!
Marshall Sponder
Note: You can contact me via twitter at @webmetricsguru or you can fill out the form on the page in the upper right of the masthead of this blog (submit a case study).
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