Social Media andCommunityManagementByJosh Panzer@PrksRecSocMediaLinkedin.com/JoshPanzerwww.ParksAndRecreationSocialMedia.com
What is Community Management? Bridge Between Stakeholders Customer Advocate Company/Organizational Glue Creative kick starter
Key Performance Indicators Reach- Measure the number of fans, followers, blog subscribersand other statistics to gauge the size of your community. Engagement- Measure retweets, comments, average time onsite, bounce rate, clicks, video views, white paper downloadsand anything else that requires the user to engage. Competitive data- Measure the brand’s “share of voice” acrossthe web or number of competitors’ brand mentions. Sentiment- Measure the numbers of mentions with positive ornegative sentiment. Sales conversions- Measure social media referral traffic to thetop of the sales funnel or number of sales aided by social mediaefforts?
Analytics Radian6 Sysomos Simply Measured Sprout Social Social Bro
Which Is Right For You? How many people will be monitoring and managingyour accounts? Do you only want to monitor social media mentions, orwould you also like to manage your social mediaprofiles using this platform? Which profiles are you most active on? You’ll need tobe sure your chosen tool supports the networks youuse. How long do you need to archive the data? Do youneed annual reports, or will monthly reports suffice?
Which Is Right For You Does the data need to be exportable? In whichformats? Do you need sentiment analysis? Do you need share of voice metrics requiring vastamounts of competitive data from across the web? What type of customer support are you looking for? Do you need your monitoring tool to integrate withother tools like Salesforce, Google Analytics, etc.?
Radian6 Agency ($950/month) vs BrandPricing ($600/month) Widgets to sort data in a flexibledashboard Salesforce integration to max CRM Ability to search media types (blogs,video images, mainstream news, Forums, &Comments Support
Sysomos $550/Month + $500 set up Set up fee covers back filingdata for 30 days. Social Monitoring acrossthe web (share of voice). Import Google Analyticsdata Buzz Graph
Simply Measured $500/month to start Variety: Competitiveanalysis, Share ofVoice, Customer & Trafficanalysis, Vine, Klout, Instagram, Google+, Tumblr Organized through Excel Multiple Accounts on onereport
Sprout Social $39 (10 profiles) - $99/month Does not offer share of voicebrand metrics. Mobile version for iPhone andAndroid Only reports onTwitter, Facebook, andLinkedIn Collaboration & CRM
Social Bro $6.95/month Only for Twitter Chrome app, Adobe Air App,Desktop and Cloud versions Integrates with Buffer Real time, best time totweet, influencers, andlocation Excel export
Monitoring/Moderating HootSuite Free vs paid (starting at $8.99) vs enterprise Analytics and custom reports Team Management Mobile Apps TweetDeck Owned by Twitter Integrated with Buffer and Bit.ly
Link Building Integrate as part of your SEO strategy Facebook, Youtube, Twitter, Stumbleupon, Google+, LinkedIn, Pinterest, Reddit & Digg Use them all in conjunction with each other Possibility of generating straight conversions Link/Content quality over quantity Find industry influencers and applicable users Call them by their name
Tips for Better Engagement Calling for offline activity Letting them know you care Responding to feedback Perfecting your Brand Voice Thinking outside the box Visuals