No BS Monitoring and Measurement

MEASURE THIS!The No B.S. Guide To Social Media Monitoring & Measurement Social Media Integration Conference SMIATL September 16, 2011 Atlanta, Ga.

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

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

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

What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer

Key Takeaway ...•What does monitoring mean for my organization?•What does measurement mean for my organization? social media explorer

If You’re Monitoring ... •Protect your reputation •Facilitate customer support •Invite innovation •Build trust •Market through conversation •Gather business intelligence social media explorer

If You’re Measuring ... •Measure sales/leads •Measure cost savings •Measure customer satisfaction (The three business metrics!) social media explorer

If You’re Measuring ... •Improve branding & awareness •Protect/Improve reputation •Build community/advocacy •Increase customer satisfaction •Harvest research •Drive sales/leads social media explorer

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

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

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

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

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

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

Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer

Problems With Free• Limited data• Limited functionality• Most reporting is manual• RSS social media explorer

Paid Monitoring Solutions • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer

Online Research Solutions • ConsumerBase • Listen Logic • Spiral16 • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer

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

Speaking Of Accuracy • Sentiment analysis • Random keyword coincidences • Totality of web not possible • Variations in results • Think averages and trendssxch.hu social media explorer

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

The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer

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

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

Reporting Solutions Emerging•SWIX (swixhq.com)•Sprout Social (sproutsocial.com)•Social Report (socialreport.com)•ValueVine (valuevine.com) social media explorer

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

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

Key Takeaway ... social media explorer

Content Measurement•Website •Advertisements•Blog •Direct Mail•Tweets, Posts, Blahs •Annual Reports•Newsletters social media explorer

Define Your Content Qualities •Whoʼs it for? •Whereʼs it placed? •Whatʼs its purpose? •Whatʼs the point? social media explorer

What those mean ... •Audience •Channel •Purpose •Call-To-Action social media explorer

Website Audience Public Purpose Present product or service Call-To-Action Buy/Download/Subscribe social media explorer

Blog Audience Qualified Public Purpose Establish Authority, Organic Push, Rank in SERPs Call-To-Action Subscribe, Join, Buy, Download, Share, Link social media explorer

Email/Direct Mail Audience Customers, Qualified Leads Purpose Drive Trial, Drive Sales, Drive Referrals, Engage Call-To-Action Call, Schedule, Buy, Recommend, Respond social media explorer

Online Media/PPC Advertising Audience Purchase-Ready Qualified Leads Purpose Drive Sales, Drive Leads, Build Awareness* Call-To-Action Buy, Call, Download social media explorer

Twitter Audience Interested Public Purpose Establish Authority, Engage or Humanize, Organic Push, Customer Service Call-To-Action Follow, Subscribe, Respond, Retweet, Buy, Call, File Ticket social media explorer

Facebook/Google+ Audience Interested Public Purpose Engage or Humanize, Organic Push, Customer Retention Call-To-Action Respond, Comment, Buy, Call, Provide Feedback, Participate social media explorer

A Resource ...www.socialmediaexplorer.com/content-measurement social media explorer

The Key To It All • Set Goals • Translate to Calls-To-Action • Measure That • Trend & Track other PIs • But don’t get distracted! social media explorer

Look! A Squirrel! social media explorer

Your Turn! We’re Going To Build A Scorecard! •Weʼre going to give you the overarching objectives •Youʼre going to come up with some strategies •THEN…Most importantly…Some metrics to track against those strategies! social media explorer

And The Objectives Are ... 4 4+56%7& 4!"#$%&## ()*&+,-& +56%7& ()*&+,-& ()*&+,-&29 +56%7&()*&+,-& 23 28./01# !"#$%#&()"* +",#-).* social media explorer

Thank You! JASON FALLS CHUCK HEMANN @JASONFALLS @CHUCKHEMANNSOCIAL MEDIA EXPLORER EDELMAN DIGITAL social media explorer

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No BS Monitoring and Measurement

by Jason Falls on Sep 17, 2011

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No BS Monitoring and Measurement — Presentation Transcript