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MEASURE THIS!                              No Bullshit Guide To Social Media                                Monitoring & M...
What We Need To Know                              Monitoring & Measurement                              •The differences b...
In Other Words ...                              What do monitoring & measurement                                        me...
What the analysts say                                                                        •Define requirements first   ...
What the analysts say                                        Courtesy: The Altimeter Group. Used with permission.         ...
Key Takeaway ...                              •What does monitoring mean for my organization?                             ...
Let’s Define                              Monitoring is ...                              watching or listening to conversa...
If You’re Monitoring ...                                    •Protect your reputation                                    •F...
If You’re Measuring ...                                    •Measure sales/leads                                    •Measur...
If You’re Measuring ...                                    •Improve branding & awareness                                  ...
Key Takeaway ...                               None of these things happen if you don’t first                             ...
Monitoring Data (KPIs)           • Volume of conversation         • Related topics           • Sentiment & tone around    ...
Measurement Data (KPIs)             Website metrics               • Social audience metrics             • Traffic         ...
Key Takeaway ...                              Monitoring metrics ...                              tell you who is saying w...
Key Takeaway ...                                  • Select the monitoring service that provides                           ...
To Activate, We Need To ...                              •See the tools                              •Understand what each...
Free Monitoring Solutions                                  • Google Alerts                                  • Twitter Sear...
Problems With Free               • Limited data               • Limited functionality               • Most reporting is ma...
Paid Monitoring Solutions                                  • Alterian SM2                                  • Lithium Socia...
Online Research Solutions                                  • ConsumerBase                                  • Listen Logic ...
The Hardest Part Of The Tools                                                      • Setting Up Your Searches             ...
Speaking Of Accuracy                                      • Sentiment analysis                                      • Rand...
Measurement Reminders                                                        • Remember what we are trying                ...
The ROI Pyramid                                       Courtesy: The Altimeter Group. Used with permission.                ...
Reports                                  • Pretty PDFs of the service’s top                                    line metric...
Vendor Reporting          Easy Reports                     Workload Reports          (Less Customizable)              (Man...
Reporting Solutions Emerging                              •SWIX (swixhq.com)                              •ViralHeat (vira...
Automatic vs. Manual                              • Automatic can produce disparate                                reports...
Key Takeaway ...                                                        • Don’t forget why we’re                          ...
Stakeholder Reporting                                  • C-level cares about the bottom                                   ...
Framing Your Reports                                  • Remember context                                   •   Averages & ...
Overcoming Objections                                  • Anticipate objections                                   •   We’re...
Key Takeaway ...                                                 social media explorer | Bluegrass PRSAThursday, February ...
Thank You!                                       STRAIGHT ANSWERS, REAL HELP                                    ExploringS...
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Bluegrass PRSA Monitoring and Measurement

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Transcript of "Bluegrass PRSA Monitoring and Measurement"

  1. 1. MEASURE THIS! No Bullshit Guide To Social Media Monitoring & Measurement Bluegrass PRSA February 24, 2011 Louisville, Ky.Thursday, February 24, 2011
  2. 2. What We Need To Know Monitoring & Measurement •The differences between the two •What types of data each effort provides •What each can do for your organization •So we can set goals for them social media explorer | Bluegrass PRSAThursday, February 24, 2011
  3. 3. In Other Words ... What do monitoring & measurement mean to me? social media explorer | Bluegrass PRSAThursday, February 24, 2011
  4. 4. What the analysts say •Define requirements first •Develop your social media playbook •Make you own measurement Courtesy: The Altimeter Group. Used with permission. framework social media explorer | Bluegrass PRSAThursday, February 24, 2011
  5. 5. What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer | Bluegrass PRSAThursday, February 24, 2011
  6. 6. Key Takeaway ... •What does monitoring mean for my organization? •What does measurement mean for my organization? social media explorer | Bluegrass PRSAThursday, February 24, 2011
  7. 7. Let’s Define Monitoring is ... watching or listening to conversations in order to determine a course of action Measurement is ... quantifying or qualifying online activity to establish success, failure or comparison social media explorer | Bluegrass PRSAThursday, February 24, 2011
  8. 8. If You’re Monitoring ... •Protect your reputation •Facilitate customer support •Invite innovation •Build trust •Market through conversation •Gather business intelligence social media explorer | Bluegrass PRSAThursday, February 24, 2011
  9. 9. If You’re Measuring ... •Measure sales/leads •Measure cost savings •Measure customer satisfaction (The three business metrics!) social media explorer | Bluegrass PRSAThursday, February 24, 2011
  10. 10. If You’re Measuring ... •Improve branding & awareness •Protect/Improve reputation •Build community/advocacy •Increase customer satisfaction •Harvest research •Drive sales/leads social media explorer | Bluegrass PRSAThursday, February 24, 2011
  11. 11. Key Takeaway ... None of these things happen if you don’t first know what you’re trying to accomplish! Image by Mare Kiliasz on ShutterStock.com social media explorer | Bluegrass PRSAThursday, February 24, 2011
  12. 12. Monitoring Data (KPIs) • Volume of conversation • Related topics • Sentiment & tone around • Influential voices your brand • Location of conversations • Conversational marketshare • Brand mentions • Competition comparison • Service issues/needs • Audience characteristics • Real-time opportunity social media explorer | Bluegrass PRSAThursday, February 24, 2011
  13. 13. Measurement Data (KPIs) Website metrics • Social audience metrics • Traffic • Fans/Followers/Friends • Social outpost traffic • Outpost activity • Conversions • User-generated content • Sales • Comments • Leads • Ratings/Reviews • Downloads • Volume of conversation • Search metrics • Sentiment & tone • Rankings • Conversational marketshare • Backlinks • Competition comparison • Share metrics • Audience characteristics • Bookmarks • Shares • Referrals • Click throughs social media explorer | Bluegrass PRSAThursday, February 24, 2011
  14. 14. Key Takeaway ... Monitoring metrics ... tell you who is saying what, when and where Measurement metrics ... tell you what you’re getting out of it social media explorer | Bluegrass PRSAThursday, February 24, 2011
  15. 15. Key Takeaway ... • Select the monitoring service that provides results/functionality you want for your monitoring efforts • Select a measurement service or metrics that provide results for your selected goals • Sales & Conversions? Web analytics package • Reputation management? Monitoring service/research tool • Customer service routing and assignment? Monitoring service with workflow built in • Search engine rankings? SEO tool that monitors and reports rankings, trends, changes, etc. social media explorer | Bluegrass PRSAThursday, February 24, 2011
  16. 16. To Activate, We Need To ... •See the tools •Understand what each does •Know how to set them up •Know what reports we can get out of them social media explorer | Bluegrass PRSAThursday, February 24, 2011
  17. 17. Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer | Bluegrass PRSAThursday, February 24, 2011
  18. 18. Problems With Free • Limited data • Limited functionality • Most reporting is manual • RSS social media explorer | Bluegrass PRSAThursday, February 24, 2011
  19. 19. Paid Monitoring Solutions • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer | Bluegrass PRSAThursday, February 24, 2011
  20. 20. Online Research Solutions • ConsumerBase • Listen Logic • Spiral16 • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer | Bluegrass PRSAThursday, February 24, 2011
  21. 21. The Hardest Part Of The Tools • Setting Up Your Searches • Insist on assistance • Expect trial and error • Be patient • Understand 100% accuracy is not possible Image by Helder Almeida on ShutterStock.com social media explorer | Bluegrass PRSAThursday, February 24, 2011
  22. 22. Speaking Of Accuracy • Sentiment analysis • Random keyword coincidences • Totality of web not possible • Variations in results • Think averages and trends sxch.hu social media explorer | Bluegrass PRSAThursday, February 24, 2011
  23. 23. Measurement Reminders • Remember what we are trying to accomplish • Select reports that reflect the key performance indicators of those goals • Produce different reports for different stakeholders • Automate as much as you can Image by Rudyanto Wijaya on ShutterStock.com • Contextualize with summary social media explorer | Bluegrass PRSAThursday, February 24, 2011
  24. 24. The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer | Bluegrass PRSAThursday, February 24, 2011
  25. 25. Reports • Pretty PDFs of the service’s top line metrics • CSV/Excel exports you can build yourself • Screen captures of key charts/ graphs • Don’t forget the executive summary social media explorer | Bluegrass PRSAThursday, February 24, 2011
  26. 26. Vendor Reporting Easy Reports Workload Reports (Less Customizable) (Manual) • Sysomos • Export data • Radian6 • Produce spreadhseets • Lithium SMM • Written report with screen shots/charts as • Social Mention images • ViralHeat social media explorer | Bluegrass PRSAThursday, February 24, 2011
  27. 27. Reporting Solutions Emerging •SWIX (swixhq.com) •ViralHeat (viralheat.com) •Social Report (socialreport.com) •PeopleBrowsr (peoplebrowsr.com) social media explorer | Bluegrass PRSAThursday, February 24, 2011
  28. 28. Automatic vs. Manual • Automatic can produce disparate reports (style, data, etc.) • Manual is time consuming • Automatica can offer real-time data checks • Manual is time consuming • Automatic is easier • Manual is time consuming social media explorer | Bluegrass PRSAThursday, February 24, 2011
  29. 29. Key Takeaway ... • Don’t forget why we’re measuring • Tie reporting to your goals • Report the business metric first, KPIs after • Produce different reports for different stakeholders Image by Rudyanto Wijaya on ShutterStock.com social media explorer | Bluegrass PRSAThursday, February 24, 2011
  30. 30. Stakeholder Reporting • C-level cares about the bottom line • C-level may not understand or need to know layers of tech • Managers need more info, but not minutia • Implementation team often only needs a bit of the big picture social media explorer | Bluegrass PRSAThursday, February 24, 2011
  31. 31. Framing Your Reports • Remember context • Averages & trends • Current campaigns • What the receiver cares about • Remember the goals • Remember the business metrics • Remember C-level’s desire (or lack of) for details social media explorer | Bluegrass PRSAThursday, February 24, 2011
  32. 32. Overcoming Objections • Anticipate objections • We’re wasting time • We aren’t selling anything • We’re regulated • People are talking bad about us • Overcome them with data they care about social media explorer | Bluegrass PRSAThursday, February 24, 2011
  33. 33. Key Takeaway ... social media explorer | Bluegrass PRSAThursday, February 24, 2011
  34. 34. Thank You! STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.com Jason Falls @JasonFalls 502.509.4763 socialmediaexplorer.com jason@socialmediaexplorer.com social media explorer | Bluegrass PRSAThursday, February 24, 2011
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