Pubcon Vegas 2010 - Social Media: Measurements & Tools

Measurements & Tools Presented by: Adam Proehl

Topics

Monitoring 101 Some Basic Terms Metric Description / Notes Mentions Obvious – How many times was your brand mentioned? Sentiment Positive? Negative? Neutral? Share of Voice What % of the overall buzz about your market do you have? Influencers Who is important to your industry? Your customers? Who can influence opinion? Velocity How fast is the conversation spreading? How is it picking up steam? Shares How often is content being shared? Reach How far has this conversation gone? Who’s picked it up?

Social Media Dashboards
Limitations:
Impossible for any one tool to measure everything
You’ll ever capture it all
Manual review constantly needed
Closed profiles
Keyword based

Web Analytics Similarities 3 Kinds of Metrics

“ Mentions” or “Volume”  Who Cares?
Is it good? Is it bad?
Is it otherwise?

Context is everything

Without Context, Numbers are Just Numbers & Combined: 6 NBA Championships 5 League MVP Awards 14 All Star appearances 10 Scoring titles 9 All Defensive First Team honors More than $1 billion in endorsement deals = Mike & Me…….. …… And numbers alone can mislead

Sentiment: Both Actionable & Interesting “ Love the iphone, but AT & T sucks.” “ Successful call on 3 rd try…. Nice network AT & T!” “ The new iphone is SICK!!!” Just can be a time hog to get at: You need to fill in the blanks………

Monitoring: What you really want to know:

Monitoring: What you really want to know (con’t)

Web Analytics 101
Best Practice:
Metrics that provide actionable insights
Data is useless unless you can do something with it.

Your Customers are telling you:
What they want
What they like
What they hate
You suck
Why you suck
How to not suck
You rock
Why you rock
Who they talked to
Why you’re better
Why you’re worse
What their intentions are
You can act in real time Social Media Measurements Ultimate Actionable Metrics

You “Like” Me! You REALLY Like me!
……… well, maybe

Follow/Like Does Not Equal Engaged

Back to the Future
Network Banners (1996)
Email Response Rates (1999)
Social Media?

“ Context of an Action” “ What’s my motivation?”

“ Like” Motivation Source: Exact Target Facebook X Factors August 2010 Note: Respondents were asked to check all that apply.

The Check In
The coolest, sweetest, hottest trend EVER!!!

For 4% of online Americans……
Key Findings:
PEW Internet Study Sep 2010

Oh yeah, ROI…. Source: blogs.eloqua.com

What! Can’t get an ROI? Not exactly the best way to win over this guy

Overheard at Conferences… Three Schools of Thought:

How about a fourth? Three Schools of Thought: 4

Example: Complimenting & Leveraging Email
Exact Target’s Interactive Marketing Hub
(www.exacttarget.com)
Flowtown (www.flowtown.com)

“ Last Click” Analytics
Branded organic search sure does look good doesn’t it?
… ..so does PPC
… ..so does that email

Thinking Ahead

Cool (and Free) Tools
Visit: www.nordicclick.com
to download this presentation

CrowdEye
Tweets
Links
Volume
Sentiment
Locations
http://www.crowdeye.com

Snip-n-Tag (Firefox Add On)
Shorten URL (bit.ly, ow.ly, etc)
Sign in with bit.ly account to get click stats
Make it instantlytrackable in Google Analytics
All in one interface from a Firefox sidebar
Bit.ly/bH9tYH

Twitalyzer
Link up with Analytics
Free and paid editions
Done as a society? www.twitalyzer.com

BackTweets
Pro & Limited Free Edition
Type in URL to see who’s sharing links
www.backtweets.com

BackType
Engagement Comparisons Chart
Audience / Link Metrics
www.backtype.com

Heardable
Scoring Algorithm
Category & Local Benchmarks
Free (for now)
www.heardable.com

Twitter Sentiment
Quick Snapshot
Accuracy so-so
Manual Review
Good Starting Point
http://twittersentiment.appspot.com

Hashtags.org
Track volume & trends
Charts
List of Tweets & Users
www.hashtags.org

Foller.me
User Info
Topics
Hashtags
Mentions
Geography
http://foller.me

48ers
Search & Filter Multiple Networks
http://48ers.com

Mentionmap
Visual, Interactive tool of mentions
Networking & Degrees of Separation
http://apps.asterisq.com/mentionmap

Open Book
Searches posts for keywords
Check your privacy settings!
Great info for a quick pulse
www.openbook.org

Open Facebook Search www.openfacebooksearch.com Similar functionality to Open Book, only not as pretty

Key Takeaways

Thank You
Adam Proehl
[email_address]
www.nordicclick.com
@adamproehl

Appendix
In case you didn’t get enough tools, here’s 17 more after this slide.

Kurrently
Facebook & Twitter
Get Stream
www.kurrently.com

Who’s Talkin
Search Multiple platforms
Narrow/Filter by platform
www.whostalkin.com

Website Grader
How search & social friendly is your site?
www.websitegrader.com

Keotag
Multiple Engines
www.keotag.com

TimeTube
Video Timeline based on keyword search
http://www.dipity.com/mashups/timetub

Twittrratr
Quick Snapshot
Numbers
Sentiment Highlighted
http://twitrratr.com

Keotag
Multiple Engines
www.keotag.com

Face Pinch
Topics, people, popular searches
Annoying Ads
www.facepinch.com

Google Analytics – Tag Facebook Page
Give your Facebook page a GA account profile
How To:
Set up a new GA profile
Paste this line at the top of your FBML code:
<fb:google-analytics uacct="UA-9999999-99" />
Source: www.hongkiat.com

Metricly
Track your metrics in one place
Pulls in Multiple Sources
Build Custom Dashboard
http://metricly.com /

Twilert
Get Regular email updates on a keyword, hashtag, or user
www.twilert.com

Chatterscope
Sentiment Analysis
Benchmarking (time, competitive, geo, etc.)
www.chatterscope.com

ReTweetist
Tracks Retweets for a user or link
www.retweetist.com

It’s Trending
Top Links being shared
www.itstrending.com

Booshaka!
Search Keywords
Featured Topics
http://www.booshaka.com

Folowen
Quickly view and interact with a companies social network
www.folowen.com

PRmetrics
Images
Videos
Blogs
Twitter
Slideshare
www.prmetrics.com

Pubcon Vegas 2010 - Social Media: Measurements & Tools

by Adam Proehl on Nov 11, 2010

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Pubcon Vegas 2010 - Social Media: Measurements & Tools Presentation Transcript