Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation

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Katie Morse's Central Virginia AMA Digital Marketing Summit presentation.

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  • Define social media monitoring – set the stage that it’s not about the tool you select to do the job, it’s about how you use that tool to impact your business.
  • Steps companies should take before they begin – start from the top down and work out what their objectives are, where social media ties into those objectives, what their goals are, and how they can go about defining (and getting buy-in) for metrics to track against those goals. Then, measure measure and measure some more! Remember the little people but think like one in charge – look at the numbers, but remember who your audience (internal) is and look at the numbers for what they signify to your business. These stats don’t live in silos!
  • This is how we break out monitoring -
  • Introduce listening and show an example of a chart that could be used as a starting point for their listening efforts. What are people saying about you? What are they saying about your competitors? How often are you mentioned both as a frequency metric, and a relative metric in comparison to your competition? Can you drill into the information and see what keywords people are using to talk about you, your competitors, or your industry as a whole? How about seeing how these items trend over time? Do major news items have an effect on conversation volume? Does sentiment change over time?
  • Show some examples of awareness metrics – many of these tie into listening programs as the first question many execs have is “are people talking about us online?” “are they aware of our brand” – see what your online penetration looks like first, and these metrics can help
  • This is how we break out monitoring -
  • Note that I’m jumping to the “got ya” in the beginning, as for a lot of companies, impact on sales is chief on their mind and something they use to justify as a measure of success to their upper management. But sales metrics aren’t all!
  • Show how knowing where your audience exists can allow you to better target your social media monitoring and metrics to that audience. Also, the types of results you’ll see with other metrics may be medium-dependent, lending some metrics to be more suited to your individual monitoring and measurement plan.
  • This is how we break out monitoring -
  • Content metrics are a great example of this, as content is consumed differently across different social mediums.
  • Show how knowing where your audience exists can allow you to better target your social media monitoring and metrics to that audience. Also, the types of results you’ll see with other metrics may be medium-dependent, lending some metrics to be more suited to your individual monitoring and measurement plan.
  • Industry Discussions changes – many more pages viewed v. posts
  • Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation

    1. 1. social media monitoring what’s it all about? Katie Morse Community Manager Radian6 [email_address] C: 347.408.0638 @misskatiemo - Copyright © 2009 Radian6 04/14/10
    2. 2. what is it? 04/14/10 - Copyright © 2009 Radian6 Monitoring (in this instance) means listening to conversations people have across the social web Monitoring tools allow you to view that data both qualitatively and quantitatively A hammer is just a hammer – it’s all about how you use it
    3. 3. before you begin 04/14/10 - Copyright © 2009 Radian6 <ul><li>Avoid analysis paralysis </li></ul><ul><ul><li>Determine your objectives </li></ul></ul><ul><ul><li>Define SMART goals (specific, measurable, attainable, realistic, timely) </li></ul></ul><ul><ul><li>Identify metrics </li></ul></ul><ul><ul><li>Measure </li></ul></ul><ul><li>Remember the little people, but think like one in charge </li></ul>
    4. 4. our focus and approach 04/14/10 - Copyright © 2009 Radian6 <ul><li>Three phases of an end to end program: </li></ul><ul><li>Listening: Discovering real-time, relevant, impactful conversations </li></ul><ul><li>Measuring: Monitoring, analyzing and tracking those conversations </li></ul><ul><li>Engaging: Active dialog with customers and tracking/ tagging comments for further use </li></ul>
    5. 5. share of voice 04/14/10 - Copyright © 2009 Radian6
    6. 6. awareness metrics 04/14/10 - Copyright © 2009 Radian6 <ul><ul><li>Potential Reach </li></ul></ul><ul><ul><li>Mentions / Time Period </li></ul></ul><ul><ul><li>Inbound Links </li></ul></ul><ul><ul><li>Share of Conversation </li></ul></ul><ul><ul><li>Subscribers to Content </li></ul></ul><ul><ul><li>Referral and Recommendation Ratio </li></ul></ul><ul><ul><li>Brand Recognition </li></ul></ul><ul><ul><li>Brand-Specific Searches </li></ul></ul><ul><ul><li>Sentiment Trends </li></ul></ul><ul><ul><li>Content Resonance </li></ul></ul>
    7. 7. our focus and approach 04/14/10 - Copyright © 2009 Radian6 <ul><li>Three phases of an end to end program: </li></ul><ul><li>Listening: Discovering real-time, relevant, impactful conversations </li></ul><ul><li>Measuring: Monitoring, analyzing and tracking those conversations </li></ul><ul><li>Engaging: Active dialog with customers and tracking/ tagging comments for further use </li></ul>
    8. 8. sales metrics 04/14/10 - Copyright © 2009 Radian6 <ul><ul><li>Lead Volume </li></ul></ul><ul><ul><li>Cost per Lead </li></ul></ul><ul><ul><li>Lead Value </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Retention Rate </li></ul></ul><ul><ul><li>Average Transaction (or Account) Value </li></ul></ul><ul><ul><li>Sales Value per Fan / Follower </li></ul></ul><ul><ul><li>Time to Close </li></ul></ul><ul><ul><li>Highest Value Lead Sources </li></ul></ul>
    9. 9. where are they? 04/14/10 - Copyright © 2009 Radian6
    10. 10. our focus and approach 04/14/10 - Copyright © 2009 Radian6 <ul><li>Three phases of an end to end program: </li></ul><ul><li>Listening: Discovering real-time, relevant, impactful conversations </li></ul><ul><li>Measuring: Monitoring, analyzing and tracking those conversations </li></ul><ul><li>Engaging: Active dialog with customers and tracking/ tagging comments for further use </li></ul>
    11. 11. content metrics 04/14/10 - Copyright © 2009 Radian6 <ul><ul><li>Views </li></ul></ul><ul><ul><li>Comments / Feedback </li></ul></ul><ul><ul><li>Clicks / Downloads </li></ul></ul><ul><ul><li>Length of Visits </li></ul></ul><ul><ul><li>Registration / Subscriptions </li></ul></ul><ul><ul><li>Shares </li></ul></ul><ul><ul><li>Inbound Links </li></ul></ul><ul><ul><li>Clarity of your Message </li></ul></ul><ul><ul><li>Conversions </li></ul></ul>
    12. 12. engagement metrics 04/14/10 - Copyright © 2009 Radian6 <ul><ul><li>Comments </li></ul></ul><ul><ul><li>Unique Commenters </li></ul></ul><ul><ul><li>Thread Size </li></ul></ul><ul><ul><li>Time with Content </li></ul></ul><ul><ul><li>Content Downloads </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><ul><li>Content Sharing </li></ul></ul><ul><ul><li>Suggestions / Feedback / Comments </li></ul></ul><ul><ul><li>Spinoff Content </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul>
    13. 13. are they paying attention? 04/14/10 - Copyright © 2009 Radian6 Pages viewed by Media Type
    14. 14. are they paying attention? 04/14/10 - Copyright © 2009 Radian6 Pages viewed by Classification
    15. 15. are they paying attention? 04/14/10 - Copyright © 2009 Radian6 Number of Posts by Classification
    16. 16. and now… 04/14/10 - Copyright © 2009 Radian6 Any questions? @misskatiemo [email_address] 347.408.0648

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