Social Media Measurement by Rob Silas

Measuring Social Conversations; Outside & Inside Your Business 6.16.10 fest2 areyoufrank.com

RSC Backgrounder
Founded in October, 2009
Focus on insights, measurement, ROI, and analytics leading into strategy
Former President & COO of Ciceron
22 years of business and marketing strategy, sales channel, and operations leadership
fest2 areyoufrank.com

Portfolio fest2 areyoufrank.com

Business + Analytics
Business = goals and objectives
Analytics = measure, assess, explain
Good analysis = good understanding of behaviors
Social data is rich in insights
Point of View fest2 areyoufrank.com

Cutting Through The Clutter
There is so much noise in social media
Social nets, tools, apps, technology, consultants, conversations, influencers
“ Digital Trivia”*
How do we cut through it?
*graphic and quote from Jeremiah Owyang fest2 areyoufrank.com

Know What to Measure
Many are measuring: Fans, Followers, Friends, Likes, Views, Downloads, Links, Positive/Negative
Can I take a meaningful action that will help the business based on an insight from one of these metrics?
“ So What” test
Many organizations are still doing GMOOT
Get Me One of These—checking SM actions off their checklist of things to do

Organizational Opportunities Sources: RSC research, Jeremiah Owyang, Steve Rubel, Mashable fest2 areyoufrank.com Marketing Sales New Product Development Customer Service KPIs Share of Voice Number of Leads Topic Trends Resolution Rate Conversation Reach Close Rate Sentiment Ratio Resolution Time Activate Advocates Time to Close Idea Impact Satisfaction Score Topics Discussed Topics Discussed Topics Discussed Topics Discussed Tools Radian6 Radian6 Cymfony Salesforce.com ScoutLabs Salesforce.com Network Insights TweetDeck RapLeaf Seesmic Radian6 Telligent Twitalyzer Web Analytics Curation Station Foresee Results

Step One: find your audience
Social Media Audit
Key deliverables:
Who is talking
Where are they talking
What are they talking about
Is a quantitative and qualitative initiative
Is internal and external
Measuring Social Conversations fest2 areyoufrank.com

Measuring Social Conversations Social Media Audit is measuring people in these categories; who, where, what they are talking about, and how they are talking about it fest2 areyoufrank.com

Measuring Social Conversations
Need to use tools and people
No tool is perfect; no silver bullet
You will have to put data together from different sources
Monitoring tools
Facebook
Web Analytics

Tools To Use fest2 areyoufrank.com

Radian6—blogs, forums, Twitter, topics, volume
RapLeaf—social profile of email subscribers
Facebook search—pulse tests, time, mobile
WeFollow—Twitter influencers
Twitter search—volume, time, mobile
Google—forums
Compete—reach of forums and blogs
Tools To Use fest2 areyoufrank.com

Posts from people who are frustrated, emotional, fighting
Examples—Chronic Pain fest2 areyoufrank.com

Posts from people who are accepting and hopeful…”fighting back”
Examples—Chronic Pain fest2 areyoufrank.com

Different strategies for people in different stages of funnel
Placement in funnel determined by content of posts
Chronic Pain SM Funnel fest2 areyoufrank.com

Engage ambassadors for conversations with those early in the funnel
Listening strategy to identify conversations to participate in
Curation of relevant content to cut through the clutter
Chronic Pain SM Strategies fest2 areyoufrank.com

Fishing & Boating SM Personas fest2 areyoufrank.com New Casual Avid “ I am new to fishing…any tips for a newbie…I bought a new pole, have several jigs, etc. but not sure how to use them!” “ Can’t wait to get on the water and do some fishing tomorrow seems like when ur on the water u get away from all the drama…” “ I would fish the far side if possible…cast a jig right up to the corner where the dam meets the concrete…keep the jig in close to the dam…as long as possible”

Fishing & Boating SM Opportunities fest2 areyoufrank.com

Move focus to casuals
Provide tools/opportunities for casuals to interact with newbies
Casuals are all about the experience, sharing the experience, and the emotion
Foster conversations and sharing through easy, clean, simple to use tools
Fishing & Boating SM Strategies fest2 areyoufrank.com

Determine Internal Readiness
Who is best to listen and interpret; who is best to participate; who can create content
Tonality and approach
Corporate guidelines
Organizational impacts
On-Going Measurement: One Size Does Not Fit All
Different strategies require different measurements
Now What? fest2 areyoufrank.com

Great Measurement Framework http://www.web-strategist.com/blog/2010/06/10/slides-and-recording-social-marketing-analytics-research-findings/ fest2 areyoufrank.com

Bringing It Together
Tie strategy to business goals
Tie KPIs to strategy
Use tools + people to measure
Make it personal
Analysis = Behaviors = Actionable = Value fest2 areyoufrank.com

Thank You! Rob Silas Consulting Email: [email_address] LinkedIn: www.linkedin/pub/rob-silas Website (almost ready) www.robsilas.com Phone: 763.458.5504 fest2 areyoufrank.com

Social Media Measurement by Rob Silas

by frank on Jun 18, 2010

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Social Media Measurement by Rob Silas — Presentation Transcript