Social Media Monitoring & Measurement
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Transcript of Social Media Monitoring & Measurement
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Social Media Monitoring and MeasurementThe Secret to Taking Your Social Media Marketing Program from Good to Great
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Conversation Reminder
@NickWestergaard
#UIMKTG
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Why M & M Together?
Source: The State of Social Marketing (Awareness)
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Social Media Monitoring & Measurement‣ M & M: Foundation
‣ Monitoring Basics
‣ Measurement & ROI Today
‣ Measurement & ROI: Future State
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1
The Foundation
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Social Program Maturity
‣ Good – Basic presences on networks with light
engagement; little connection
‣ Great – Monitoring/Engaging/Measuring/Iterating
‣ Future State — A holistic “social” business
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The Business Objective
Photo via Flickr user m.gifford
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6 Social Business Objectives
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
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2
Social Media Monitoring
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MONITOR
noun
1. something that serves to remind or give warning.
2. a device or arrangement for observing, detecting, or recording the
operation of a machine or system, especially an automatic control system.
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Photo via Flickr user Alberto
Listening vs. Monitoring
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LISTENING (ONLINE)
Source: The Now Revolution
Technology used to assemble a collection of keyword-based searches online
that help you locate mentions and instances of those keywords on the Web.
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What Might You Listen For?
‣ Your Brand — company name, brands, products,
campaigns, people, stakeholders (misspellings!), not just
your social usernames
‣ Competition — might include different keywords
‣ Industry Discussion — terms and phrases used to
describe your industry
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Set Alerts
Photo via Flickr user topquark22
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Free Monitoring Baked In
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More Free Listening
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Advanced Monitoring Tools
‣ Pay $20 per month to $10,000 a month
‣ Which Tool Depends on Your Goals
‣ Advanced Features Including — more searches, speed,
historical data, more metrics such as sentiment and
influencer analysis, response tools (engage within the
listening post), reporting, workflow (assignments)
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A Peek Under the Hood
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Listening
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Sharing
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Engaging
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Discovering
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Reporting
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Many Options
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Listening Impacts ...
‣ Sales — not common but listening can find in-market people
searching
‣ Marketing — making sure brand mentions are on-message,
etc.; means of monitoring buzz
‣ Customer Service — big need; sometimes support issues
don’t even @ mention which is where good tools come in —
especially ones tied to CRM
‣ Market Research — monitoring chatter around industry —
trends; competitive monitoring as well
‣ HR — monitor employees and attract new talent
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65% of socially mature brands are focusing on monitoring
Source: The State of Social Marketing (Awareness)
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Source: The State of Social Marketing (Awareness)
Who Is Monitoring Today?
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Source: The State of Social Marketing (Awareness)
What Are They Using?
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Final Thoughts on Monitoring
‣ Builds a More Social Business and Brand
‣ Reputation Management Is Key
‣ Varying Levels of Listening Happening at Orgs — none to
basic to advanced
‣ Most Organizations Dedicate More Budget to ‘Talking’ vs.
Listening — This is changing
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3
Social Media Measurement
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“– peter f. drucker
“You can’t manage what you don’t
MEASURE.”
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You Can’t Measure What You Don’t Manage
Photo via Flickr user HeavyWeightGeek
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Let Traditional Off Easy
Photo via Flickr user gothopotam
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Twitter + Nielsen = Hope?
Photo via Flickr user chaztoo
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ROI Is a Challenge
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Few Are Effectively Doing So
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Source: CMO Survey
Half Can’t Show Social Impact
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‘Customer Insight’ Is Key
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Source: The State of Social Marketing (Awareness)
How Are They Measuring?
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“– albert einstein
“Everything that can be counted DOES NOT NECESSARILY COUNT. Everything that counts CANNOT NECESSARILY BE COUNTED.”
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Engagement Data
‣ Likes
‣ Followers
‣ Subscribers
‣ Comments
‣ Shares
‣ Favorites
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Tracking Engagement Data
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Website Metrics
‣ Pages Visited — Sales/Product Pages
‣ What Pages They Came From
‣ Time Spent on Site
‣ Page-to-Page Path Followed
‣ Search Terms That Brought Them to the Site
‣ Geography
‣ Time of Day
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Align Objectives with Metrics
‣ Branding — web analytics such as visitors; share of voice
compared to competition; traffic from social
‣ Community Building — interactions, subscriptions
‣ Public Relations — brand mentions and sentiment
‣ Market Research — new ideas gleaned, competitive insights
‣ Customer Service — number of incidents, CRM data
‣ Leads & Sales — lead source on prospects and customers
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Social-Only Offers
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How Did You Hear About Us?
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4
ROI & KPI
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ROI = revenue minus cost divided by cost — only works if you have a sales performance indicator or kpi
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Source: The State of Social Marketing (Awareness)
Why Is ROI Hard?
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Top-Down Impact on Revenue
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Bottom-Up Impact on Revenue
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KPI
Photo via Flickr user Sterlic
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Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
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Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
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Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
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We can lower the amount of traditional advertising we do and see massive cost savings.
WE SPEND 10 CENTS ON THE DOLLAR
- Jim Farley, Ford
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68% positiveonline mentions before launching their blog
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99% positiveonline mentions AFTER blog LAUNCH
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427% increasein check-ins — remember, to be mayor you have to come more than just sundays!
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18% increasein sales — increased overall sales by increasing frequency
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Scrappy Measurement
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Do We Make This Too Hard?
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Source: CMO Survey
Most Don’t Have the Right Talent
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5
Future State:What’s Next?
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Social CRMthe future state for socially mature brands
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Future State: Role of Influence
+
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Klout as a Performance Metric — What It Actually Measures:
‣ Creating Social Conversations and Content
‣ Developing an Audience that Cares and Shares
‣ Establishing a Following Among “Influencers”
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Final Thoughts
‣ M & M = Social Good to Great
‣ Think Continuum — Monitoring > Engaging > Measuring
‣ Social Business Objective Must Come First — Informs
Monitoring and Measuring
‣ FACT: Many Social KPIs Are Qualitative
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard