No BS Monitoring and Measurement
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Transcript of No BS Monitoring and Measurement
Social Media Integration Conference SMIATL
September 16, 2011Atlanta, Ga.
MEASURE THIS!The No B.S. Guide To Social Media
Monitoring & Measurement
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What We Need To Know
Monitoring & Measurement
•The differences between the two
•What types of data each effort provides
•What each can do for your organization
•So we can set goals for them
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Let’s Define
Monitoring is ...
watching or listening to conversations in order to determine a course of action
Measurement is ...
quantifying or qualifying online activity to establish success, failure or comparison
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What the analysts say
•Define requirements first
•Develop your social media playbook
•Make you own measurement framework
Courtesy: The Altimeter Group. Used with permission.
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What the analysts say
Courtesy: The Altimeter Group. Used with permission.
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Key Takeaway ...
•What does monitoring mean for my organization?
•What does measurement mean for my organization?
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If You’re Monitoring ...
•Protect your reputation
•Facilitate customer support
•Invite innovation
•Build trust
•Market through conversation
•Gather business intelligence
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If You’re Measuring ...
•Measure sales/leads
•Measure cost savings
•Measure customer satisfaction
(The three business metrics!)
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If You’re Measuring ...
•Improve branding & awareness
•Protect/Improve reputation
•Build community/advocacy
•Increase customer satisfaction
•Harvest research
•Drive sales/leads
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Key Takeaway ...
None of these things happen if you don’t first
know what you’re trying to accomplish!
Image by Mare Kiliasz on ShutterStock.com
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Monitoring Data (KPIs)
• Volume of conversation
• Sentiment & tone around
your brand
• Conversational
marketshare
• Competition comparison
• Audience characteristics
• Related topics
• Influential voices
• Location of conversations
• Brand mentions
• Service issues/needs
• Real-time opportunity
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Measurement Data (KPIs)
Website metrics• Traffic
• Social outpost traffic
• Conversions• Sales
• Leads
• Downloads
• Search metrics• Rankings
• Backlinks
• Share metrics• Shares
• Click throughs
• Social audience metrics• Fans/Followers/Friends
• Outpost activity
• User-generated content
• Comments
• Ratings/Reviews
• Volume of conversation
• Sentiment & tone
• Conversational marketshare
• Competition comparison
• Audience characteristics
• Bookmarks
• Referrals
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Key Takeaway ...
Monitoring metrics ...
tell you who is saying what, when and where
Measurement metrics ...
tell you what you’re getting out of it
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Recommendations ...
• Select the monitoring service that provides results/functionality you want for your monitoring efforts
• Select a measurement service or metrics that provide results for your selected goals
• Sales & Conversions? Web analytics package
• Reputation management? Monitoring service/research tool
• Customer service routing and assignment? Monitoring service with workflow built in
• Search engine rankings? SEO tool that monitors and reports rankings, trends, changes, etc.
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To Activate, We Need To ...
•See the tools
•Understand what each does
•Know how to set them up
•Know what reports we can get out of
them
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Free Monitoring Solutions
• Google Alerts
• Twitter Search
• Social Mention
• PeopleBrowsr (freemium)
• IceRocket
• uberVu (freemium)
• BoardTracker
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Problems With Free
• Limited data
• Limited functionality
• Most reporting is manual
• RSS
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Paid Monitoring Solutions
• Alterian SM2
• Lithium Social Media Monitoring
• Radian6
• Sysomos
• Trackur
• Visible Technologies
• Dozens more
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Online Research Solutions
• ConsumerBase
• Listen Logic
• Spiral16
• Crimson Hexagon
• Collective Intellect
• Cymfony
• MotiveQuest
• Nielsen Online
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The Hardest Part Of The Tools
• Setting Up Your Searches
• Insist on assistance
• Expect trial and error
• Be patient
• Understand 100% accuracy is
not possible
Image by Helder Almeida on ShutterStock.com
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Speaking Of Accuracy
• Sentiment analysis
• Random keyword
coincidences
• Totality of web not possible
• Variations in results
• Think averages and trends
sxch.hu
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Measurement Reminders
• Remember what we are trying to accomplish
• Select reports that reflect the key performance indicators of those goals
• Produce different reports for different stakeholders
• Automate as much as you can
• Contextualize with summaryImage by Rudyanto Wijaya on ShutterStock.com
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The ROI Pyramid
Courtesy: The Altimeter Group. Used with permission.
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Reports
• Pretty PDFs of the service’s top line metrics
• CSV/Excel exports you can build yourself
• Screen captures of key charts/graphs
• Don’t forget the executive summary
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Vendor Reporting
Easy Reports (Less Customizable)
•Sysomos
•Radian6
•Lithium SMM
•Social Mention
•ViralHeat
Workload Reports (Manual)
•Export data
•Produce spreadhseets
•Written report with screen shots/charts as images
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Reporting Solutions Emerging
•SWIX (swixhq.com)
•Sprout Social (sproutsocial.com)
•Social Report (socialreport.com)
•ValueVine (valuevine.com)
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Automatic vs. Manual
• Automatic can produce disparate reports (style, data, etc.)
• Manual is time consuming
• Automatica can offer real-time data checks
• Manual is time consuming
• Automatic is easier
• Manual is time consuming
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Key Takeaway ...
• Don’t forget why we’re measuring
• Tie reporting to your goals
• Report the business metric first, KPIs after
• Produce different reports for different stakeholders
Image by Rudyanto Wijaya on ShutterStock.com
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Key Takeaway ...
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Content Measurement
•Website•Blog•Tweets, Posts, Blahs•Newsletters
•Advertisements•Direct Mail•Annual Reports
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Define Your Content Qualities
•Whoʼs it for?•Whereʼs it placed?•Whatʼs its purpose?•Whatʼs the point?
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What those mean ...
•Audience•Channel•Purpose•Call-To-Action
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Website
Audience
Public
Purpose
Present product or service
Call-To-Action
Buy/Download/Subscribe
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Blog
Audience
Qualified Public
Purpose
Establish Authority, Organic Push, Rank in SERPs
Call-To-Action
Subscribe, Join, Buy, Download, Share, Link
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Email/Direct Mail
Audience
Customers, Qualified Leads
Purpose
Drive Trial, Drive Sales, Drive Referrals, Engage
Call-To-Action
Call, Schedule, Buy, Recommend, Respond
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Online Media/PPC Advertising
Audience
Purchase-Ready Qualified Leads
Purpose
Drive Sales, Drive Leads, Build Awareness*
Call-To-Action
Buy, Call, Download
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Audience
Interested Public
Purpose
Establish Authority, Engage or Humanize, Organic Push, Customer Service
Call-To-Action
Follow, Subscribe, Respond, Retweet, Buy, Call, File Ticket
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Facebook/Google+
Audience
Interested Public
Purpose
Engage or Humanize, Organic Push, Customer Retention
Call-To-Action
Respond, Comment, Buy, Call, Provide Feedback, Participate
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A Resource ...
www.socialmediaexplorer.com/content-measurement
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The Key To It All
• Set Goals
• Translate to Calls-To-Action
• Measure That
• Trend & Track other PIs
• But don’t get distracted!
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Look! A Squirrel!
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Your Turn!
We’re Going To Build A Scorecard!
•Weʼre going to give you the overarching objectives
•Youʼre going to come up with some strategies
•THEN…Most importantly…Some metrics to track against those strategies!
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And The Objectives Are ...
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Thank You!
CHUCK HEMANN
@CHUCKHEMANN
EDELMAN DIGITAL
JASON FALLS
@JASONFALLS
SOCIAL MEDIA EXPLORER