What Techniques Can Be Used to Monitor Social Media and Measure its Effectiveness for Managing Brand Reputation? PR Week London June 2009

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Today, designing your programs for social media also means targeting the social networks or social media that are used in the regions that you are trying to reach out too. For instance, Facebook is in more places globally, but QQ in China has a larger audience with 300 Million users. In India and Brazil, Orkut is the largest social network. In the Philippines, Friendster is still the top choice.

However, online today there is a whole lot of noise.

All this leads to the fact that we need to listen – and listen carefully. Listening is often said to be rule number one when it comes to Online and Social Media today.

This means that we need to focus on what’s more important.

Some would say that focusing on the ROI is the most important thing.

However, we don’t need to panic as long as we are operating with our goal in mind. Setting clear goals at the beginning of your campaign will allow you to measure more effectively.

A Case Study of Online Success. Hanes.

Today, when we think about monitoring and measuring social media, there are lots of pieces and purposed to consider.

When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.

Here are some free tools that I used in the case studies to look at the visibility.

This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.

As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.

This is an example of just one way PR Newswire has been working on increasing the ability for anyone to engage with our client’s content since 2006 when we first added a Delicious button to our news releases to allow people to start sharing that content. We have continued to increase the ability for anyone interact with our content.

All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.

The are a number of paid tools that are out there. This is a screen shot of the new PR Newswire Social Media Metrics service.

However, sometimes people are afraid of new services or paid tools because it takes budgets.

New expenditures on your budget makes one panic.

Because all of our budgets our like broken piggy banks right now. However, these services – some with very low costs – will provide the ROI that you need to not only justify the budget, but also make you smarter. In this day, anything that make you smarter allows you to do your job more effectively and better over all.

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What Techniques Can Be Used to Monitor Social Media and Measure its Effectiveness for Managing Brand Reputation? PR Week London June 2009 - Presentation Transcript

PR&NewMedia
What Techniques Can Be Used to Monitor Social Media and Measure its Effectiveness for Managing Brand Reputation?
Michael Pranikoff
Director, Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Monitoring and Measuring
Social Media
- What do we know RIGHT NOW about Social Media?
- A Quick Case Study
- The Current State of Social Media Metrics and Measurement
Photo credits: http://www.flickr.com/photos/iliahi/408971482/
Source: Slideshare.net JohannesBhakfi
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Facebook is more places globally
QQ in China is bigger
300 Million Users
http://www.vincos.it/world-map-of-social-networks/
Listen
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Photo credit: http://www.flickr.com/photos/margolove/1810357551/
A Case Study of Online Success
Multiple Elements Included
One More Quick Case Study
Visibility
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
Free Measurement / Visibility Tools
www.google.com/insights/search
www.google.com/trends
www.alexa.com
www.quantcast.com
www.compete.com
www.quarkbase.com
www.statbrain.com
Blog Specific Tools
www.blogpulse.com
www.technorati.com
www.icerocket.com
WhiteHouse.gov
New Era of Engagement – Nielsen
http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/
Engagement
The 3 I’s of Engagement
- Interaction – The actions a person takes while present at those touch points
- Intimacy – The affection a person holds for a brand
- Influence – The likelihood a person is to advocate on behalf of the brand
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
We ALL need
toBecome
‘ers
Data
Paid Tools
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
Photo credit: http://recessionearning.com/10-ways-to-recession-proof-your-life.php
If You Can’t Measure It…
Don’t Do It
Strata-G – Seizing Opportunity in a Recession, March 2009
Photo credit: http://www.flickr.com/photos/wattornot/2811970213/
Michael Pranikoff
Director, Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
PR&NewMedia
What Techniques Can Be Used to Monitor Social Media and Measure its Effectiveness for Managing Brand Reputation?