SocialThomas Van Roy@thombtm
ICHEC - Watch your e-reputation and measure your social presence
1 December 2011
Social MediaKPIsBuzz MonitoringFree ToolsThe Big 5Facebook FiguresFacebook Reporting casesConclusion
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SOCIAL FOR EVERYONE
SOCIAL MEDIA USERS
Publish, Microblogging
Productivity Application
Live Casting,RSS, Aggregators
Social Networking
Audio Video
Photo
ACTIVITY ON SOCIAL MEDIA
Creators
Critics
Collectors
Joiners
Spectators
Inactives
SOCIAL MEDIA CATEGORIES
MEDIA
CHAT
SO NET
LIVECAST
BLOG
GAME
GEOLOC
CREATE SHARE
INDIVIDUAL
individual Creation
GROUP
WIKIINFO
MICRO B
FORUM
E-COM
Know where you wanna go with this action & reporting
What about the KPIs• Buzz and engagement
Conversation about your brand and products• Audience Building
People reading your content, following you, Liking you or bookmarking you• Advocates and Ambassadors
Retweets, reviews, recommendations, testimonials• Customer Satisfaction
Engagements and results, time to resolve• Feedback
Product improvements, new ideas, change public opinion• Community enlargment
Recruit news fans• Influence people?
Interact, generated UGC• Generate Lead
Increase sales/revenue, Drive to store
Action or Conversation
TRACKING
Good news, someone else can do the job for you....
BUZZ MONITORING
“Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insight development alongside other forms of market research”
WTF, How Many monitoring tools are
We have realized a comparative analysis of the
Weʼre scanning the market in order to define which analysis tools fit best to our
clientsʼ needs!
I. MAIN FINDINGS
Main results of our analysis
1st conclusion: Vague and confusion in terminology used
Main results of our analysis
2nd conclusion: No common code of « metrics »
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Main results of our analysis
3rd conclusion: Social media monitoring strategy ≠ listening strategy
Main results of our analysis
4rd conclusion: Even if we can do magic, no tool can do miracles
Monthly PriceDat
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sear
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Insig
hts
Busin
ess &
mar
ketin
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strat
egy
MONITORING TOOLS CATEGORIES
pure technology & tools
technology & analysis
WOM research
WOM consultancy
1-150�€
200- 500�€
1000- 2500�€
10.000�€
Pure Technical tools.Only listings no charts
Technical tools.Recommendation
Dashboard with results and graphics
Focus on research and result relevance. Strong segmentation.
Dedicated account for the project
Plenty of tools developed by one consultancy company. Strategic
recommendation and very deep analysis
SEGMENTATION IN THE MONITORING TOOLS MARKET
Categories of monitoring tools
E-REPUTATION SHARE OF BUZZ
MARKET INSIGHTS
BRAND EVOLUTION
Main categories in monitoring tools
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Main categories in monitoring tools
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CASE DONE AT VOICE AGENCY
INFRABEL .BE CRISIS COMMUNICATION
15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure needs to react quickly
SECURITEFERROVIAIRESPOORVEILIGHEID
INFRABEL .BE CRISIS COMMUNICATION
Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
SECURITEFERROVIAIRESPOORVEILIGHEID
INFRABEL .BE CRISIS COMMUNICATION
Buzz Monitoring to identify conversation topics, center of interest, develop a more human approach of the dedicated website.
New input with new content to be implemented within this week
SECURITEFERROVIAIRESPOORVEILIGHEID
From Conversation to Reporting
Listen to conversation on
web & social media
Filter & analyze the conversations
Deliver insights from conversations
Write reporting & recommendation
Free monitoring tools
WHOIS TALKING
whoistalking.com
SOCIAL MENTION
socialmention.com
Google Alerts
google.com/alerts
MEASURE MAIN SOCIAL MEDIA
Advertising tools can help you
GET INSIGHTS ABOUT THE VIEWERS
B2B Social Network
GET INSIGHTS ABOUT THE NETWORK
Check your influence
klout.com
Check your influence
twitalyzer.com
Check your mood
tweetfeel.com
Track Subject
twitter.com
Get Venue Stat
foursquare.com
Social media king
GET INSIGHTS ABOUT THE NETWORK
facebook.com
GET INSIGHTS ABOUT THE NETWORK
facebook.com
* Affinity Score X Engagement X Time Factor
Create an infography
pagesanalyzer.com
Create an infography
Create an infography
Check your edgerank
edgerankchecker.com
Check your edgerank
Check your edgerank
Check your community score
momentusmedia.com
Check your community score
momentusmedia.com
Know about your community
graph-o-meter.com
Get all the stats
socialbakers.com
socialbakers.com
Get all the stats
socialbakers.com
Get more if you pay
socialbakers.com
Get more if you pay
Break
When you will leave this room, things will have
already changed
CAUTION
MAIN FACEBOOK FIGURES
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FACEBOOK REPORTING
Measure your action
Google.com/analytics
Track your clicks
bit.ly
Track Your links
facebook.com
Track the conversation
phpmyadmin
Track the participation
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
TO CONCLUDE
In a nutshell
TRACK CONVERSATION
✦Tracking engagement of your fans✦Analyzing the success of your page postings✦Measuring the response rate between you and your fans✦Identify key influencers✦Comparing all important metrics to the competition
In a nutshell
TRACK ACTION
✦Merge different tools✦Traffic sources✦participation funnel✦Sharing✦Give a value to actions
QUESTION AND
ANSWER
Thomas Van Roy@thombtm
Thank you for your attention
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