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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  • 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: Monday, July 12, 2010
  • 5. Why Monitor? photo source: 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 photo source: 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! 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:: 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 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::’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: 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? Monday, July 12, 2010
  • 34. Platform Selection: Languages photo source: 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 mogneva (at) attensity (dot) com Monday, July 12, 2010