Social Media Monitoring and Measurement Primer

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

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Social Media Monitoring and Measurement Primer

  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

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