Bluegrass PRSA Monitoring and Measurement
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Jason Falls's Bluegrass PRSA presentation from 2/24/11

Jason Falls's Bluegrass PRSA presentation from 2/24/11

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Bluegrass PRSA Monitoring and Measurement Presentation Transcript

  • 1. MEASURE THIS! No Bullshit Guide To Social Media Monitoring & Measurement Bluegrass PRSA February 24, 2011 Louisville, Ky.Thursday, February 24, 2011
  • 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. In Other Words ... What do monitoring & measurement mean to me? social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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. What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 18. Problems With Free • Limited data • Limited functionality • Most reporting is manual • RSS social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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. Online Research Solutions • ConsumerBase • Listen Logic • Spiral16 • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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. 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. 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. The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. Key Takeaway ... social media explorer | Bluegrass PRSAThursday, February 24, 2011
  • 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