Social Media Monitoring and Measurement Primer

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My slides for the Social Media Marketing San Francisco conference on July 8th, 2010.

My slides for the Social Media Marketing San Francisco conference on July 8th, 2010.

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  • Not related to the slideshow I know and I apologise but I'm curious. Why are all the links on the attensity360 website home page nofollowed?
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  • Thoroughly approve of this one. Interesting, helpful, good sense of design and I love LARA!
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Transcript

  • 1. Social Media Measurement and Monitoring: A Primer July 8, 2010, Social Media Marketing 2010, Maria Ogneva Monday, July 12, 2010
  • 2. Questions For You! Do you monitor or measure social media? What is the difference of monitoring vs. measurement? Monday, July 12, 2010
  • 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 Monday, July 12, 2010
  • 4. Why Measure? If you don’t know where you are... how will you get anywhere? photo source: http://www.flickr.com/photos/-skipper-/4033304182/ Monday, July 12, 2010
  • 5. Why Monitor? photo source: http://www.flickr.com/photos/mogwai_83/3022261893/ Monday, July 12, 2010
  • 6. Monitoring Monday, July 12, 2010
  • 7. What’s Your End Goal? Monday, July 12, 2010
  • 8. Don’t Get Swallowed Up Volume is staggering SM is global Many channels Low signal-to-noise ratio http://www.flickr.com/photos/9080018@N07/1079598181/ photo source: http://www.flickr.com/photos/chantrybee/1053475778/ Monday, July 12, 2010
  • 9. You Need A Plan Triage Route, involve others Track & measure Alerts Dashboard Monday, July 12, 2010
  • 10. Do You Triage? Influencer Message Sentiment Content analytics Type Triage Monday, July 12, 2010
  • 11. 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 Monday, July 12, 2010
  • 12. Measurement Monday, July 12, 2010
  • 13. Just ‘Cause You Can Measure It... ...Doesn’t mean you should! http://www.flickr.com/photos/87919923@N00/1976880927/ Monday, July 12, 2010
  • 14. 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 Monday, July 12, 2010
  • 15. Objective: Awareness, SOV 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 Monday, July 12, 2010
  • 16. Objective: Traffic photo source:: http://www.flickr.com/photos/85625337@N00/303641730/ Monday, July 12, 2010
  • 17. Objective: Conversion SM Conversion Site visit Interaction Conversation Track sources Sale Click Link Signup Monday, July 12, 2010
  • 18. Objective: Engagement likes comments fans shares wall posts comments feed subscribers pingbacks, inbound links RTs downloads, shares, @replies reblogs, etc DMs custom hashtags Monday, July 12, 2010
  • 19. Objective: Research, Product Sentiment analysis Customers What’s driving it Competitors Semantic analysis Industry Monday, July 12, 2010
  • 20. Discovery: Analysis of Compliments Monday, July 12, 2010
  • 21. Dig Deeper Monday, July 12, 2010
  • 22. Discovery: Analysis of Complaints Monday, July 12, 2010
  • 23. Digging Deeper Monday, July 12, 2010
  • 24. Customer Case Study Monday, July 12, 2010
  • 25. Las Vegas Sands http://www.flickr.com/photos/sergemelki/3278249663 http://www.flickr.com/photos/dph1110/4587830961/ Monday, July 12, 2010
  • 26. Platform Selection Monday, July 12, 2010
  • 27. Selecting Your Platform Monitoring? OR Measurement? OR Engagement? YES! Monday, July 12, 2010
  • 28. 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/ Monday, July 12, 2010
  • 29. Platform Selection: Ease Of Use Time commitment Ease of use Automation Sentiment Alerts Advanced analytics SPAM filter Monday, July 12, 2010
  • 30. Platform Selection: Data Discussion Blogs? OR Microblogs? OR boards? Online News? OR Videos? OR Photos? YES! Monday, July 12, 2010
  • 31. 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/ Monday, July 12, 2010
  • 32. Platform Selection: Metrics & Reports What are your KPIs How often is data (see slide 9)? updated? Realtime? Which reports can you build? How can you share? Monday, July 12, 2010
  • 33. Platform Selection: Engagement How easy to engage? Engage from the app? Keep record? Rate to customer social data to internal record? Routing? Deep text analytics? Workflow? Everyone on same page? http://www.flickr.com/photos/katie_made_me_do_it/4341628049/sizes/l/in/photostream/ Monday, July 12, 2010
  • 34. Platform Selection: Languages photo source: http://www.flickr.com/photos/shawnecono/149172094/ Monday, July 12, 2010
  • 35. Questions? Thank you for your attention and participation! Contact info: Maria Ogneva, Director of Social Media, Attensity @themaria @attensity360 @attensity http://attensity.com mogneva (at) attensity (dot) com Monday, July 12, 2010