Social Media Measurement That Works: Monitoring, Measurement and SocialCRM Primer
46
May 5, 2010, Web 2.0 Open, Maria Ogneva Social Media Measurement and Monitoring: A Primer Everything You Need To Know: A Noob or A Pro photo source: http://www.flickr.com/photos/darrenhester/3989949630 1 Sunday, May 9, 2010
-
Upload
attensity -
Category
Technology
-
view
5.180 -
download
0
description
Slides from Maria Ogneva's session at Web2Open on social media monitoring, measurement and engagement. This is a useful primer on what works and what doesn't work in social media monitoring and measurement, which can come in handy for noobs and more advanced users alike.
Transcript of Social Media Measurement That Works: Monitoring, Measurement and SocialCRM Primer
May 5, 2010, Web 2.0 Open, Maria Ogneva
Social Media Measurement and Monitoring: A Primer
Everything You Need To Know: A Noob or A Pro
photo source: http://www.flickr.com/photos/darrenhester/39899496301Sunday, May 9, 2010
Questions For You!
Do you monitor or measure social media?
What is the difference of monitoring vs. measurement?
2Sunday, May 9, 2010
Monitoring vs. Measuring
✤ Measurement
✤ Shows you what happened
✤ Metric during a time period
✤ Purpose: to recap, compare, take a snapshot
✤ Monitoring
✤ Continual tracking
✤ Realtime / near realtime
✤ Purpose: to get involved, engage
3Sunday, May 9, 2010
Why Measure?
If you don’t know where you are, how do you know when you will get to your destination?
photo source: http://www.flickr.com/photos/-skipper-/4033304182/
4Sunday, May 9, 2010
Why Monitor?
They will talk about you anyway, whether or not you are listening.
photo source: http://www.flickr.com/photos/mogwai_83/3022261893/5Sunday, May 9, 2010
Monitoring Is A Great First Step
Then What?
6Sunday, May 9, 2010
Monitoring Can SwallowUp Your Life
Volume is staggering
Many channels
SM is global
Low signal-to-noise ratio
photo source: http://www.flickr.com/photos/chantrybee/1053475778/
7Sunday, May 9, 2010
You Need A Plan
Triage
Route, involve others
Track & measure
System of alerts
Functional dashboard
8Sunday, May 9, 2010
You Need A Plan: Triage
Influencer analytics
Triage
Sentiment Message Type Content
9Sunday, May 9, 2010
What Are The Right Metrics?
Organizational ObjectivesStakeholders & Their Priorities
Social Media Objectives:Awareness? Engagement? Traffic? Conversion?
Customer Satisfaction? Sales? Research?
Only Then... Set Metrics
10Sunday, May 9, 2010
Objectives and KPIs
11Sunday, May 9, 2010
Objective: Awareness, Share of Voice
56%22%
22%
Honda PilotGMC AcadiaChevy Traverse
SentimentShare of voice Trend Discovery
Phrase clouds
Text analysis
Against competitorsOn a trendline
Against competitorsby channel
Positive NegativeNeutral Mixed
0
25
50
75
100
Jan Feb March April
12Sunday, May 9, 2010
Discovery: Analysis of Compliments
13Sunday, May 9, 2010
Discovery: Analysis of Complaints
14Sunday, May 9, 2010
Dig Deeper
15Sunday, May 9, 2010
Objective: Traffic
photo source:: http://www.flickr.com/photos/85625337@N00/303641730/
16Sunday, May 9, 2010
Objective: Conversion
SM Interaction Site visit Conversion
SaleSignup
Track sourcesConversationClick Link
17Sunday, May 9, 2010
Objective: Engagement
commentsfeed subscribers
pingbacks, inbound linksdownloads, shares,
reblogsetc
RTs@replies
DMscustom hashtags
likescomments
fansshares
wall posts
18Sunday, May 9, 2010
Objective: Research
•Customers
•Competitors
•Industry
•Sentiment analysis
•What’s driving it
•Semantic analysis
19Sunday, May 9, 2010
Coexisting With Traditional Research
Soc. Media Research
Traditional Research
Secondary Research:Track trends
Analyze sentimentUnderlying causes
via discoveryand clausal research
Primary research:Research surveys
Focus groupsTo dig deeper
& verify what you learned
20Sunday, May 9, 2010
Objective: Sales
Listen for intent
Listen for pain points
photo sources: http://www.flickr.com/photos/carbonnyc/1359721335/http://www.flickr.com/photos/gideonvanderstelt/3221741669/
21Sunday, May 9, 2010
Objective: Brand Satisfaction
Empower champions
Fix liabilities
Engage
22Sunday, May 9, 2010
Addressing Negatives
23Sunday, May 9, 2010
Digging Deeper
24Sunday, May 9, 2010
Social Media and Business
25Sunday, May 9, 2010
Social Media ROI
Purists
“Social media is all about engagement.
You can’t put a price on engagement!”
CFOs
There must be a return on every
activity! Social media is not exempt.
VS.
Does it really exist?
photo source: http://www.flickr.com/photos/question_everything/213315420726Sunday, May 9, 2010
SM ROI = Most Misused Term
Olivier Blanchardaka “TheBrandBuilder”
Social Media rarely maps to revenue immediately and neatly,
unless it’s a tactical promotion with custom links & codes
source: http://thebrandbuilder.wordpress.com/2009/12/09/defining-social-media-r-o-i-once-and-for-all-the-action-reaction-return-narrative/
27Sunday, May 9, 2010
The Problem With Monitoring...
“[Monitoring platforms] are good at doing part of the job, but not all of it... None of them tell you what to do with the information.”
... Yep, we are working on it...
source: http://www.socialmediaexplorer.com/2010/04/02/where-social-media-monitoring-services-fail/
Jason Falls
28Sunday, May 9, 2010
Social CRM
✤ The goal of Social CRM is to “encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.” (Michael Fauscette)
✤ “...Designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted & transparent business environment. It’s the company response to the customer’s owning of the relationship.” (Paul Greenberg)
✤ “SocialCRM is about bringing “me” [social customer] into the ecosystem... It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business” (Mitch Lieberman)
29Sunday, May 9, 2010
SocialCRM: Culturally
Organization wide
Listening & engagement
Community & service
orientation
Enriches interaction w/social customer
SocialCRM is not about technology, it’s about people, interactions with the social customer
and processes to increase collaborate
30Sunday, May 9, 2010
SocialCRM: Technically
Everyone engages
360 View Of Customer
Visibility & workflow
Customer service?Marketing? PR?
Engineering?Leverage resources!
Rich & actionable customer insights -
across SM and internal channels
Everyone working off same platform, engaging, tracking
& analyzing
Social media engagement cuts across silos for rich customer experience
31Sunday, May 9, 2010
SocialCRM Process
source: http://thesocialcustomer.com/Home/1661132Sunday, May 9, 2010
LARA: Listen, Analyze, Relate, Act
Hotelhardship
refund policy?Email
Service issuetweet
Thinking ofsuing post
“hardshiprefund” emailresponse auto-generated
Automaticallyrouted to legalfor review
Responses canbe reviewed byagent beforesending
AttensityRespond
Attensity“reads” textand extractsautomatedknowledgeabout what
the documentis saying
PeoplePlacesEventsTopics
Sentiment…
Routed toCustomerService forFollow-up andResolution
Automaticallyrouted to salesto share optionswith thecustomer
Consideringpurchase
post
33Sunday, May 9, 2010
SocialCRM Resources
✤ Mitch Lieberman - http://prezi.com/bzswrbzmvl6w/social-business-through-social-crm/
✤ Altimeter Group - http://www.slideshare.net/jeremiah_owyang/social-crm-the-new-rules-of-relationship-management
✤ Chess Media - http://thesocialcustomer.com/Home/16611
✤ SCRM Pioneers Google Group - led by Jeremiah Owyang /Ray Wang
✤ Esteban Kolsky: estebankolsky.com
34Sunday, May 9, 2010
Platform Selection
35Sunday, May 9, 2010
Selecting Your Platform
Monitoring? Measurement? Engagement?OR OR
YES!
36Sunday, May 9, 2010
Platform Selection: Budget
Free? Premium?
more hackingfewer sourceslimited historyfewer metrics
source:: http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand’s-social-mentions/
less hackingmore sourceswider historymore metrics
37Sunday, May 9, 2010
Platform Selection: Ease Of Use
How long do you need to spend in the app daily?How easy is it to use?How easy and accurate is triage? Sentiment?Are there alerts?Are there influencer analytics?Is there a SPAM filter?How much automation is there?
38Sunday, May 9, 2010
Platform Selection: Data
Blogs? Microblogs? Discussion boards?OR OR
YES!
Online News? Videos? Photos?OR OR
39Sunday, May 9, 2010
Platform Selection: Building Topics
Topics are the building blocks
Garbage in -> garbage outbut...
photo sources: http://www.flickr.com/photos/grantmac/2578109298/http://www.flickr.com/photos/85941395@N00/2191292080/
40Sunday, May 9, 2010
Attensity360 Topic Creation At A Glance
41Sunday, May 9, 2010
Platform Selection: Metrics And Reports
What are your KPIs (see slide 9)?
How often is data updated? Realtime?
Which reports can you build? How can
you share?
42Sunday, May 9, 2010
Platform Selection: Advanced Analytics
Is there sentiment analysis?What kind? Automated? Human? Hybrid?Understand your level of comfort with
automated sentiment?Can you override?
Are there influencer analytics?Are the appropriate for sources you look at?
43Sunday, May 9, 2010
Platform Selection: Engagement
How easy is it to engage? Can you engage right from the app?Does it keep record of all customer interactions across all SM channels you track? Can you track to revenue eventually?Is there integration with your internal CRM system?Is there automated routing / deep text analytics?Can you assign and track completion of tasks?Is everyone on the same page re: next steps with each client?
44Sunday, May 9, 2010
Platform Selection: Languages
Are you looking to include sites in other languages as sources?
Do you need to conduct deep analytics in those languages? Sentiment?
photo source: http://www.flickr.com/photos/shawnecono/149172094/
45Sunday, May 9, 2010
Questions?
Thank you for your attention and participation!
Contact info:
Maria Ogneva, Director of Social Media, Attensity360
@themaria @attensity360
http://attensity360.com
mogneva (at) biz360 (dot) com46Sunday, May 9, 2010
