Social media monitoring ,SMWF
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Social media monitoring ,SMWF

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

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

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Social media monitoring ,SMWF Social media monitoring ,SMWF Presentation Transcript

  •  
    • Specialist agency with offices in London and Glasgow
    • Strategy, design, dev and monitoring
    • Community development using the HuzuSocial platform
    • Pioneers of the Social Media Reputation index
    • Clients include BBC, Durex, eircom, MTV and Ladbrokes
  • Numbers alone are meaningless
    • What is the value of a Facebook fan?
    • 1m Twitter followers = £? incremental profit
    • Are these even the right measures?
  • What can / should be measured
    • Facebook – friends, rather than fans
    • Facebook - level of friends interaction
    • Twitter – reach not followers
    • Twitter- number of list inclusions
    • Blogs - number of quality links, rather than the total number
    • Blogs – number of comments
    • Linked in – quality and number of direct contacts
    • SMR (Social Media Reputation)
  • One answer: Social Media Reputation (SMR) Index
    • SMR- uses variety of software as a base to gather social media data
    • 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).
    • Four metrics are aggregated to provide an sector-specific score (out of 100):
        • Noise
        • Noise recency
        • Sentiment
        • Sentiment recency
  • 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
  • Integration is the key
    • 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
    • Everything you do in other marketing channels can effect social media and vice versa
    • Using traditional measures such as reach, awareness and recall work just as well for social media as the do for other disciplines
    • 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!
  • Measurement comparisons
  • Pitfalls with social media monitoring
    • Having no strategy to compare the numbers to
    • Not knowing what the numbers mean
    • Not seeing the problems quickly enough
    • Not integrating with other campaigns can cause conflicts in scoring
    • Using the wrong tools
  • The dangers of doing nothing (or too little, too late) United Airlines Jan Moir Dominos Taco Bell Habitat Eurostar
  • Guess the SMR score
  •  
  • Guess the scores
  •  
  • Guess the scores
  •  
  • Guess the SMR score
  •  
  • Q&A