How to Find Out What's Working with Social Media Monitoring - Michael Procopio

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Michael Procopio introduces us the social media monitoring so that we can uncover what's happening when we more than likely blindly launch a social media marketing campaign.

Michael Procopio introduces us the social media monitoring so that we can uncover what's happening when we more than likely blindly launch a social media marketing campaign.

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  • 1. INTRO TO SOCIAL MEDIA MONITORING HOW TO FIND OUT WHATS WORKINGSee an updated presentation athttp://slideshare.net/MichaelProcopio #MCSF #SMMONPlease follow me on SlideShare MICHAEL PROCOPIO @MichaelProcopio mjp@Mprocopio.com LinkedIn.com/in/MichaelProcopio #MCSF #SMmon
  • 2. This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 2
  • 3. THANK YOU #MCSF #SMMON QUESTIONS? Michael Procopio @MichaelProcopiomjp@Mprocopio.com #MCSF #SMmon
  • 4. It All Starts with This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 4
  • 5. Some Possible Goals This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 5
  • 6. This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 6
  • 7. Impressionsrepresent the gross number of items that couldhave been seen by all people, includingrepeats. The term “displayed” applies acrosschannels, browsers, devices, and othermethods by which an individual might see anitem. Example: Twitter followers + Retweet followers + blog views + LinkedIn followers + Google+ followers etc. This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 7
  • 8. Reachrepresents the total number of unique peoplewho had an opportunity to see an ITEM or avalid reproduction of that ITEM across anydigital media. Example: 1/ = Twitter followers + Retweet followers + blog views + LinkedIn followers + Google+ followers etc. 2/ = Deduplicate (if I follow you and I follow a retweeter count as 1 not 2) This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 8
  • 9. Engagementis defined as some action beyond exposure andimplies an interaction between two or moreparties. Social media engagement is an actionthat typically occurs in response to content onan owned channel – i.e. when someoneengages with you.Example:@MichaelProcopio can I have your slides? This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 9
  • 10. Conversationis defined as some form of online or offlinediscussion by customers, citizens, stakeholders,influencers or other third parties. Social mediaconversation includes online discussion about yourorganization, brand or relevant issues, whether viayour channel or third party channels – i.e. whensomeone talks about you.Example:Fred writes on David’s FB wall “have you looked atthe new Ford?” This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 10
  • 11. Online InfluencersKey criteria:• Frequency. How often are they writing about topic• Relevance, i.e. are they writing about topics that are relevant and interesting to your stakeholders, are they producing content that is interesting to them.• Resonance – do stakeholders find the content interesting enough to forward, share, like or retweet?• Trust – do people actually trust the information that those influencers are putting out there Source: http://kdpaine.blogs.com/kdpaines_pr_m/2012/06/measurement-of-influence-may-be-even-more- misunderstood-than-engagement.html This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 11
  • 12. Consideration (mine) User clicks on link to get 3rd party to your site syndication to specific content This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 12
  • 13. Leads (mine) User clicks on link AND 3rd party syndication COMPLETES lead form This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 13
  • 14. ROI• $$ Returned on $$ Invested• Fully burdened rate• $125K• $40• 2567%• http://bit.ly/csmny-roi This work by MProcopio.com is licensed under a Creative #MCSF 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 14
  • 15. Measure what you can act on Page views for total community Message posts on a single forum board per week This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 15
  • 16. Match you metrics to goals and company User group meeting before/after Share of Conversation Company Company This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 16
  • 17. 2 Weeks before Event 22-28 May (chart = 7days Sun-Sat) This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 17
  • 18. 1 Week before Event (chart = 7 days Sun-Sat) This work by MProcopio.com is licensed under a Creative 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 18
  • 19. Week of Event (chart = 7 days Sun-Sat) This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 19
  • 20. 1 Week after Event (chart = 7 days Sun-Sat) This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 20
  • 21. 2 weeks after Event19-25 June (chart = 7 days Sun-Sat) This work by MProcopio.com is licensed under a Creative 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 21
  • 22. Facebook Insights (people talkingabout page) This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 22
  • 23. FacebookInsights(posts byreach) –what’sworking This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 23
  • 24. FacebookInsights(posts byengagedusers) –what’sworking This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 24
  • 25. FacebookInsights(posts byvirality) –what’sworking This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 25
  • 26. Twitter following over time Total Followers Month/month May Jun Percent change3500 9,237 9,551 3.40%30002500 HP_AppSecurity HPBI2000 HPITOps HPNNMi1500 HPSoftware HPsoftwareALM HPSoftwareMEMA1000 HPsoftwareNL HPSWU500 0 This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 26
  • 27. Software Twitter (ending Dec 15) 2010 Tool: HootSuite This work by MProcopio.com is licensed under a Creative #MCSF 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 27
  • 28. TwitterTool: HootSuite This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 28
  • 29. Twitter – what’s working 2. HPITOps: Executives estimate that IT delivery will be 18% via public cloud and 28% by private cloud by 2015. http://bit.ly/aMhQIF 3. Link to: http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/McDonalds- Database-Compromise-3rd-Party-Lessons/ba-p/15807 4. HP ALM: Executives estimate that IT delivery will be 18% via public cloud and 28% by private cloud by 2015. http://bit.ly/aMhQIF 5. HP EIS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloud news. http://bit.ly/borgLM 6. http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/The-War-of- Whistleblowers-WikiLeaks-vs-Jester/ba-p/13785 7. HP ITOps: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloud news. http://bit.ly/borgLM 9. HP SaaS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloud news. http://bit.ly/borgLM 10. HP ALM: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloud news. http://bit.ly/borgLM Tool: HootSuite This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 29
  • 30. Event Twitter This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 30
  • 31. SlideShare Top 20 SlidesPresentation Views Email Facebook Views Tweets Favorites Comments Downloads Shares Shares 199 slideshows 46,078 283 41 45 14 2 3,323 total HP Quality Center integration: 2,156 8 0 1 0 0 49 l... Tips and tricks for HP 1,915 19 2 2 1 0 82 Operation... Using HP Quality Center 1,417 15 0 0 0 0 52 workflow... HP Network Node Manager i 9.0 706 2 1 0 0 0 39 de... 08 Business Service Automation 566 0 0 0 0 0 25 C... Best practices for managing 561 5 0 0 0 0 36 your... Successfully leveraging HP 542 2 0 0 0 0 34 Quali... Backup and recovery for 535 1 1 0 0 0 28 virtuali... 03 hp cloud_service 516 0 1 0 0 0 91 s This work by MProcopio.com is licensed under a Creative30 Managing Mar 2013 SlideShare site Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 31 VMware ESX environments 499 1 0 2 0 0 19
  • 32. LinkedIn following over time3500 Members Month/month May Jun Percent change 18,295 18,857 3.07%30002500200015001000 500 0 2010-10 2011-01 2011-02 2011-03 2011-04 2011-05 2011-06 2011-07 This work by MProcopio.com is licensed under a Creative 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 32
  • 33. LinkedIn – What’s Working This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 33
  • 34. Referring Domains 12.3% Wikipedia 14.7% Other This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 34
  • 35. Wikipedia Articles 2,000,000 Views grew 8% 1,896,830 1,900,000 1,800,000 1,749,587 1,700,000 1,600,000 Q1 Q2 This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 35
  • 36. Experiment: Social Syndication 169% higher average page views to blog posts that are socially syndicated This work by MProcopio.com is licensed under a Creative #MCSF30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #SMmon 36
  • 37. Resources http://bit.ly/cspenn-measurehttp://bit.ly/kdpaine-measure KDPaines PR Measurement Blog kdpaine.blogs.com This work by MProcopio.com is licensed under a Creative30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 37
  • 38. More resourceshttp://www.smmstandards.org/ This work by MProcopio.com is licensed under a Creative 30 Mar 2013 Commons Attribution-NonCommercial 3.0 Unported License #MCSF #SMmon 38
  • 39. THANK YOU #MCSF #SMMONI’ll post an updated presentation athttp://slideshare.net/MichaelProcopio MICHAEL PROCOPIO @MichaelProcopio mjp@Mprocopio.com LinkedIn.com/in/MichaelProcopio #MCSF #SMmon