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House to analyze and monitor brands and reputations in social media with SM2 from Techrigy

House to analyze and monitor brands and reputations in social media with SM2 from Techrigy

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Sm2 Analysis Guide Sm2 Analysis Guide Presentation Transcript

  • Using SM2’s Analysis Tools A Guide to Presenting Social Media Monitoring Results Prepared by Techrigy Inc.
  • Using This Guide
    • This guide uses an example from an actual SM2 search
    • The format of the analysis may be copied or adapted for your use
    • Charts and images are screen captures from SM2 from Techrigy
  • Search Example: WeCanSolveIt.org
    • The Alliance for Climate Change, Al Gore’s organization launched a global awareness and call to action campaign called We Can Solve It with a logo that is stylized version of the word ‘we’.
    • The keyword set up was simple and used the following:
      • Organizations: WeCanSolveIt.org, Alliance for Climate Change
    • The words ‘Al Gore’ were not used because they would bring back too many unrelated results- we’re only interested in what social media is saying about the campaign itself
    • We also avoided the terms ‘climate change’ and ‘global warming’ as they would return too many irrelevant results
    • The search was run and brought back 772 results. The first result was dated 2/24/08, around the time the campaign was announced.
  • Dashboard View for the Big Picture
    • Dashboard provides a quick overview of trends and volume
    • Sentiment gives you indications of how people feel, in this case strongly positive
    • Top 100/1000 blogs shows number of results in the most influential blogs
    • Top Ten Folders shows number of results in categories set up in SM2
    • Top Ten Author Categories shows results organized by how authors tagged them
  • Sentiment: Positive or Negative?
    • Sentiment in SM2 is intended to be an indicator, not an accurate measurement.
    • Sentiment shows a trend of positive vs. negative
    • We use language patterns to identify posts that might be related to positive or negative statements
    • You can drill down to a post that has sentiment indicators, read it and mark it as accurate or not
  • Demographics: Who they are, where they are, what they think
    • Gender/Age. We determine gender and age based on user profiles when available
    • Geo-location. Mapping is based on where the social media profile indicates. Clicking on a country gives more details.
    • Anywhere in the analysis screens you can hover over and see number of results; click to drill down to details.
  • Drill-down: Examining the sources
    • You can drill down anywhere in the Reports area
    • Mouse-overs bring up a results count on any chart
    • Clicking on the charts brings up the results
    • Clicking on Full Detail brings you to a wealth of information for that result
    • Clicking the URL in Result Details takes you to the actual social media site
  • Authority Rank: How influential are they?
    • We create an Authority Rank of one to ten based on a variety of factors:
      • Alexa ranking
      • Inbound links
      • Number of comments
      • Technorati ranking
      • Google PageRank and more
    • Using Folders you can sort results by Authority Rank to focus on the most influential
    • With drill-down you can engage the influencers directly
  • How do social media users categorize your keywords?
    • Your brands and keywords are being assigned categories by social media authors and commenters
    • Tag Clouds show popularity of keywords by relative size
    • User-driven keywords can be important to marketing campaigns and engagement
    • Clicking in the cloud takes you to results sorted by author categories
  • Presentation and Results Delivery
    • Extensive Charting options include chart types, colors, 2D/3D, etc. Charts can be copied and pasted into your presentations.
    • Search Results can be delivered on a periodic basis (Daily, Weekly, Monthly) via email or RSS feed for real time updates on the social media conversation
  • Monitoring social media is the first step, engagement is the second…
    • Start by listening to the conversation
    • Then join the conversation as a participant , not someone pitching something
    • Energize your supporters through engagement, sampling, access, etc.
    • Support social media users by providing tools like social networks, forums, blogs, etc.
    • Embrace customers by integrating their suggestions, resolving their complaints and generally engaging them in your product design/marketing processes
  • Social media is not a fad
    • It is a new communication layer built upon the Internet
    • According to a recent Universal McCann study, 50% of all US adults are using social media- meaning we’re far beyond the early adopter stage
    • It will replace or augment many traditional means of outreach
    • It is sensitive to nuance and very fast to respond/critique
    • New media choices appear in the hundreds of thousands daily: New blogs, Twitter-type services, social network pages
    • As both a challenge and an opportunity, it cannot be ignored.
  • SM2: Providing Visibility Into Social Media
    • Want to know more?
    • Call us at 585-586-0160
    • Email us at info@techrigy.com
    • Visit us at www.techrigy.com
    • Join us at http://conversation.techrigy.com