Social media monitoring ,SMWF

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Yomego\'s workshop on Social media monitoring and ROI from the social media world forum.

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Social media monitoring ,SMWF

  1. 2. <ul><li>Specialist agency with offices in London and Glasgow </li></ul><ul><li>Strategy, design, dev and monitoring </li></ul><ul><li>Community development using the HuzuSocial platform </li></ul><ul><li>Pioneers of the Social Media Reputation index </li></ul><ul><li>Clients include BBC, Durex, eircom, MTV and Ladbrokes </li></ul>
  2. 3. Numbers alone are meaningless <ul><li>What is the value of a Facebook fan? </li></ul><ul><li>1m Twitter followers = £? incremental profit </li></ul><ul><li>Are these even the right measures? </li></ul>
  3. 4. What can / should be measured <ul><li>Facebook – friends, rather than fans </li></ul><ul><li>Facebook - level of friends interaction </li></ul><ul><li>Twitter – reach not followers </li></ul><ul><li>Twitter- number of list inclusions </li></ul><ul><li>Blogs - number of quality links, rather than the total number </li></ul><ul><li>Blogs – number of comments </li></ul><ul><li>Linked in – quality and number of direct contacts </li></ul><ul><li>SMR (Social Media Reputation) </li></ul>
  4. 5. One answer: Social Media Reputation (SMR) Index <ul><li>SMR- uses variety of software as a base to gather social media data </li></ul><ul><li>Human analysis applied to assess the results and correct sentiment (Which is often wrong by as much 30% when uses software alone because of sarcasm and slang etc). </li></ul><ul><li>Four metrics are aggregated to provide an sector-specific score (out of 100): </li></ul><ul><ul><ul><li>Noise </li></ul></ul></ul><ul><ul><ul><li>Noise recency </li></ul></ul></ul><ul><ul><ul><li>Sentiment </li></ul></ul></ul><ul><ul><ul><li>Sentiment recency </li></ul></ul></ul>
  5. 6. One answer: Social Media Reputation (SMR) Index 4) Overall score is presented alongside comparative indices for competitors 5) Can be updated daily / weekly / monthly 6) Accessible via online dashboard 7) Monthly insight accompanies the metrics, with recommendations 8) Case studies have plotted a direct correlation between %increase in SMR score and corresponding %increase in sales
  6. 7. Integration is the key <ul><li>If SMM is become a staple on the marketing menu, it needs to be assessed in the same context as other marketing activities – the measures of effectiveness need to be aligned </li></ul><ul><li>Everything you do in other marketing channels can effect social media and vice versa </li></ul><ul><li>Using traditional measures such as reach, awareness and recall work just as well for social media as the do for other disciplines </li></ul><ul><li>Metrics will differ from client to client - social media’s KPIs should be aligned with the wider marketing strategy – it won’t work in isolation anyway! </li></ul>
  7. 8. Measurement comparisons
  8. 9. Pitfalls with social media monitoring <ul><li>Having no strategy to compare the numbers to </li></ul><ul><li>Not knowing what the numbers mean </li></ul><ul><li>Not seeing the problems quickly enough </li></ul><ul><li>Not integrating with other campaigns can cause conflicts in scoring </li></ul><ul><li>Using the wrong tools </li></ul>
  9. 10. The dangers of doing nothing (or too little, too late) United Airlines Jan Moir Dominos Taco Bell Habitat Eurostar
  10. 11. Guess the SMR score
  11. 13. Guess the scores
  12. 15. Guess the scores
  13. 17. Guess the SMR score
  14. 19. Q&A

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