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Monitoring & Measurement


Jason Falls's presentation on monitoring and measurement from the Exploring Social Media Business Summit on May 18 in Toledo, Ohio.

Jason Falls's presentation on monitoring and measurement from the Exploring Social Media Business Summit on May 18 in Toledo, Ohio.

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  • 1. MEASURE THIS!The No B.S. Guide To Social Media Monitoring & Measurement Exploring Social Media Business Summit May 18, 2011 Toledo, Ohio
  • 2. What We Need To KnowMonitoring & 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
  • 3. Let’s DefineMonitoring is ...watching or listening to conversations inorder to determine a course of actionMeasurement is ...quantifying or qualifying online activity toestablish success, failure or comparison social media explorer
  • 4. What the analysts say •Define requirements first •Develop your social media playbook •Make you own measurementCourtesy: The Altimeter Group. Used with permission. framework social media explorer
  • 5. What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer
  • 6. Key Takeaway ...•What does monitoring mean for my organization?•What does measurement mean for my organization? social media explorer
  • 7. If You’re Monitoring ... •Protect your reputation •Facilitate customer support •Invite innovation •Build trust •Market through conversation •Gather business intelligence social media explorer
  • 8. If You’re Measuring ... •Measure sales/leads •Measure cost savings •Measure customer satisfaction (The three business metrics!) social media explorer
  • 9. If You’re Measuring ... •Improve branding & awareness •Protect/Improve reputation •Build community/advocacy •Increase customer satisfaction •Harvest research •Drive sales/leads social media explorer
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Key Takeaway ...Monitoring metrics ...tell you who is saying what, when andwhereMeasurement metrics ...tell you what you’re getting out of it social media explorer
  • 14. Recommendations ... • 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
  • 15. 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
  • 16. Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer
  • 17. Problems With Free• Limited data• Limited functionality• Most reporting is manual• RSS social media explorer
  • 18. Paid Monitoring Solutions • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer
  • 19. Online Research Solutions • ConsumerBase • Listen Logic • Spiral16 • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer
  • 20. The Hardest Part Of The Tools • Setting Up Your Searches • Insist on assistance • Expect trial and error • Be patient • Understand 100% accuracy is not possibleImage by Helder Almeida on ShutterStock.com social media explorer
  • 21. Speaking Of Accuracy • Sentiment analysis • Random keyword coincidences • Totality of web not possible • Variations in results • Think averages and trendssxch.hu social media explorer
  • 22. 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 canImage by Rudyanto Wijaya on ShutterStock.com • Contextualize with summary social media explorer
  • 23. The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer
  • 24. 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
  • 25. Vendor ReportingEasy 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
  • 26. Reporting Solutions Emerging•SWIX (swixhq.com)•Sprout Social (sproutsocial.com)•Social Report (socialreport.com)•ValueVine (valuevine.com) social media explorer
  • 27. 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
  • 28. 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 stakeholdersImage by Rudyanto Wijaya on ShutterStock.com social media explorer
  • 29. Key Takeaway ... social media explorer
  • 30. Thank You! STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.comJason Falls@JasonFalls502.509.4763socialmediaexplorer.comjason@socialmediaexplorer.com social media explorer