The document provides an overview of social media monitoring and measurement. It defines monitoring as continuous tracking in real-time to engage with social media, while measurement involves metrics over time periods to analyze and compare data. The document stresses that both monitoring and measurement are important, but monitoring alone can overwhelm users without a plan. It recommends triaging information and having objectives, key performance indicators, and reports to guide effective use of social media data.

1. Social Media Measurement and
Monitoring: A Primer
Everything You Need To Know: A Noob or A Pro
May 5, 2010, Web 2.0 Open, Maria Ogneva
photo source: http://www.flickr.com/photos/darrenhester/3989949630
Sunday, May 9, 2010 1

2. Questions For You!
Do you monitor or measure social media?
What is the difference of monitoring vs. measurement?
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3. Monitoring vs. Measuring
✤ Measurement ✤ Monitoring
✤ Shows you what happened ✤ Continual tracking
✤ Metric during a time period ✤ Realtime / near realtime
✤ Purpose: to recap, compare, ✤ Purpose: to get involved,
take a snapshot engage
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4. 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/
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5. Why Monitor?
They will talk about you anyway, whether or not you are listening.
photo source: http://www.flickr.com/photos/mogwai_83/3022261893/
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6. Monitoring Is A Great First Step
Then What?
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7. Monitoring Can Swallow
Up Your Life
Volume is staggering
Many channels
SM is global
Low signal-to-noise ratio
photo source: http://www.flickr.com/photos/chantrybee/1053475778/
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8. You Need A Plan
Triage
Route, involve others
Track & measure
System of alerts
Functional dashboard
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9. You Need A Plan: Triage
Influencer Message
Sentiment Content
analytics Type
Triage
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10. What Are The Right Metrics?
Organizational Objectives
Stakeholders & Their Priorities
Social Media Objectives:
Awareness? Engagement? Traffic? Conversion?
Customer Satisfaction? Sales? Research?
Only Then... Set Metrics
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11. Objectives and
KPIs
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12. Objective: Awareness, Share of
Voice
Share of
Sentiment Trend Discovery
voice
22% 100 Phrase
56% clouds
75
22%
50
Honda Pilot
GMC Acadia 25 Text
Positive Negative
Chevy Traverse Neutral Mixed analysis
0
Jan Feb March April
Against competitors Against competitors
by channel On a trendline
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13. Discovery: Analysis of Compliments
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14. Discovery: Analysis of Complaints
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15. Dig Deeper
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16. Objective: Traffic
photo source:: http://www.flickr.com/photos/85625337@N00/303641730/
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17. Objective: Conversion
SM Conversion
Site visit
Interaction
Conversation Track sources Sale
Click Link Signup
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18. Objective: Engagement
likes
comments
fans
shares
wall posts
comments
feed subscribers
pingbacks, inbound links RTs
downloads, shares, @replies
reblogsetc DMs
custom hashtags
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19. Objective: Research
•Sentiment analysis •Customers
•What’s driving it •Competitors
•Semantic analysis •Industry
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20. Coexisting With Traditional Research
Soc. Media Traditional
Research Research
Secondary Research: Primary research:
Track trends Research surveys
Analyze sentiment Focus groups
Underlying causes To dig deeper
via discovery & verify what you
and clausal research learned
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21. Objective: Sales
Listen for
pain points
Listen for
intent
photo sources: http://www.flickr.com/photos/carbonnyc/1359721335/
http://www.flickr.com/photos/gideonvanderstelt/3221741669/
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22. Objective: Brand Satisfaction
Empower champions
Fix liabilities
Engage
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23. Addressing Negatives
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24. Digging Deeper
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25. Social Media
and Business
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26. Social Media ROI
Does it really exist?
Purists CFOs
VS.
“Social media is all There must be a
about engagement. return on every
You can’t put a price activity! Social media
on engagement!” is not exempt.
photo source: http://www.flickr.com/photos/question_everything/2133154207
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27. SM ROI = Most Misused Term
Social Media rarely maps to
revenue immediately and neatly,
unless it’s a tactical promotion
with custom links & codes
Olivier Blanchard
aka “TheBrandBuilder”
source: http://thebrandbuilder.wordpress.com/2009/12/09/defining-social-media-r-o-i-once-and-for-all-the-action-reaction-return-narrative/
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28. 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.”
Jason Falls
... Yep, we are working on it...
source: http://www.socialmediaexplorer.com/2010/04/02/where-social-media-monitoring-services-fail/
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29. 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)
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30. SocialCRM: Culturally
SocialCRM is not about technology, it’s about
people, interactions with the social customer
and processes to increase collaborate
Community Enriches
Organization Listening &
& service interaction w/
wide engagement
orientation social customer
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31. SocialCRM: Technically
360 View Of Everyone Visibility &
Customer engages workflow
Social media engagement cuts across silos for
rich customer experience
Rich & actionable Customer service? Everyone working
customer insights - Marketing? PR? off same platform,
across SM and Engineering? engaging, tracking
internal channels Leverage resources! & analyzing
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32. SocialCRM Process
source: http://thesocialcustomer.com/Home/16611
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33. LARA: Listen, Analyze, Relate, Act
Attensity
Respond Responses can
Hotel “hardship be reviewed by
hardship refund” email agent before
refund policy? Attensity response auto- sending
Email generated
“reads” text
Routed to
and extracts
automated Customer
Service issue Service for
knowledge
tweet
about what Follow-up and
the document Resolution
is saying
Automatically
People routed to legal
Thinking of Places for review
suing post Events
Topics
Sentiment Automatically
… routed to sales
Considering to share options
purchase with the
post customer
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34. 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
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35. Platform
Selection
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36. Selecting Your Platform
Monitoring? OR Measurement? OR Engagement?
YES!
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37. Platform Selection: Budget
Free? Premium?
more hacking less hacking
fewer sources more sources
limited history wider history
fewer metrics more metrics
source:: http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand’s-social-mentions/
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38. 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?
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39. Platform Selection: Data
Discussion
Blogs? OR Microblogs? OR
boards?
Online News? OR Videos? OR Photos?
YES!
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40. Platform Selection: Building
Topics
Topics are the
building blocks but... Garbage in ->
garbage out
photo sources: http://www.flickr.com/photos/grantmac/2578109298/
http://www.flickr.com/photos/85941395@N00/2191292080/
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41. Attensity360 Topic Creation At A
Glance
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42. Platform Selection: Metrics And
Reports
What are your KPIs How often is data
(see slide 9)? updated? Realtime?
Which reports can
you build? How can
you share?
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43. 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?
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44. 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?
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45. 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/
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46. 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) com
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