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

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