No B.S. Monitoring & Measurement


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Slide from Jason Falls's talk at Thoroughbred PRSA on May 10, 2011

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  • Altimeter Group Report: Social Marketing Analytics makes some very smart recommendations. Among them:\n\n-Define requirements first, then select vendors\n-Develop your social media measurement playbook\n-Make your own measurement framework (using theirs as a base)\n\n\n
  • Look at the three tiers of this in terms of the role, metrics and specific data you’ll look for. \n\nSelect vendors and reports that serve these needs in your organization.\n
  • You have to decide what’s important to you to feel good about this.\n
  • Monitoring is active; Measurement is passive, or at least done internally\n
  • These are the sample goals for monitoring.\n
  • This is really all you need to measure.\n
  • But here are some next-level goals.\n
  • You have to decide what’s important to you to feel good about this.\nSet goals first!\n
  • These are some broad KPIs for monitoring. Many can also be used in measurement, too!\n
  • These are some broad KPIs for monitoring. Many can also be used in measurement, too!\n
  • Monitoring implies action is to be taken. Measurement implies reports are to be made.\n
  • Don’t get lost in the data. Choose the data that is important and then a tool that measures that best.\n
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  • There are dozens, each that do different things. \n
  • You get what you pay for. (Though SocialMention and uberVu have some nice free stuff.)\n
  • There are dozens, each that do different things. \n
  • These do some different things. Parse conversations, identify trends, topics, emotional indicators, behavioral indicators. (ConsumerBase is a research partner of mine.)\n
  • The hardest part is fine-tuning your searches.\nBoolean logic isn’t intuitive. \nAmbiguous brand names\nRequires trial and error\n
  • Some general understandings of what type of data you’re going to get.\n
  • Don’t get lost in the sea of stats and metrics. Remember your goals.\n
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  • Jump out here and show Sysomos PDF, Radian6 Export, Spreadsheet import, UofL’s January report.\n
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  • These three are analytics dashboard tools (or close to them) that focus on reporting.\nSWIX - $10 month\nViralHeat - $10-90 per month\nSocial Report - $10-40 per month\nPeople Browsr - $9 or $99 per month\n
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  • Don’t get lost in the sea of stats and metrics. Remember your goals.\n
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  • Measurements and ROI are a lot like baseball statistics. It’s not the stat that counts. It’s the context.\n
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  • No B.S. Monitoring & Measurement

    1. 1. MEASURE THIS!The No B.S. Guide To Social Media Monitoring & Measurement Thoroughbred Chapter - PRSA May 11, 2011 Lexington, Ky.
    2. 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. 3. What the analysts say • Define requirements first • Develop your social media playbookCourtesy: The Altimeter Group. Used with permission. • Make you own measurement social media explorer
    4. 4. What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer
    5. 5. Key Takeaway ...•What does monitoring mean for my organization?•What does measurement mean for my organization? social media explorer
    6. 6. Let’s DefineMonitoring is ...watching or listening to conversations inorder to determine a course of actionMeasurement is ...quantifying or qualifying online activityto establish success, failure orcomparison social media explorer
    7. 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. 8. If You’re Measuring ... •Measure sales/leads •Measure cost savings •Measure customer satisfaction (The three business metrics!) social media explorer
    9. 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. 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 social media explorer
    11. 11. Monitoring Data (KPIs)• Volume of conversation • Related topics• Sentiment & tone around • Influential voices your brand • Location of conversations• Conversational • Brand mentions marketshare • Service issues/needs• Competition comparison • Real-time opportunity• Audience characteristics social media explorer
    12. 12. Measurement Data (KPIs) Website metrics • Click throughs • Traffic • Social audience metrics • Social outpost traffic • Fans/Followers/Friends• Conversions • Outpost activity • Sales • User-generated content • Leads • Comments • Downloads • Ratings/Reviews• Search metrics • Volume of conversation • Rankings • Sentiment & tone • Backlinks • Conversational marketshare • Competition comparison• Share metrics • Audience characteristics • Shares social media explorer
    13. 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. 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 social media explorer
    15. 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. 16. Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer
    17. 17. Problems With Free• Limited data• Limited functionality• Most reporting is manual social media explorer
    18. 18. Paid Monitoring Solutions • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer
    19. 19. Online Research Solutions • ConsumerBase • Listen Logic • Spiral16 • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest social media explorer
    20. 20. The Hardest Part Of The • Setting Up Your Searches • Insist on assistance • Expect trial and error • Be patient • Understand 100% accuracy isImage by Helder Almeida on not possible social media explorer
    21. 21. Speaking Of Accuracy • Sentiment analysis • Random keyword coincidences • Totality of web not possible • Variations in results • Think averages and social media explorer
    22. 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 stakeholdersImage by Rudyanto Wijaya on • Automate as much as you can social media explorer
    23. 23. The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer
    24. 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. 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. 26. Reporting Solutions•SWIX (•ViralHeat (•Social Report (•PeopleBrowsr ( social media explorer
    27. 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. 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 social media explorer
    29. 29. 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
    30. 30. 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 social media explorer
    31. 31. Key Takeaway ... social media explorer
    32. 32. Thank You! STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.comJason social media explorer