dia 03
dia 03
dia 03
dia 03
Agenda do curso:
Dia 01: BLOG
Dia 02: PRESENÇA DIGITAL
Dia 03: MONITORAMENTO + SEEDING
Dia 04: PLANEJAMENTO e IDENT...
Agenda de hoje:
01. Introdução
02. Métricas
03. Ferramentas Free
04. Ferramentas Pagas
05. Mão na massa 01 - Monitoramento...
medinafaap.weebly.com
dia 03
dia 03
Medir
Analisar
Agir
dia 03
OPORTUNIDADES:
- Entendimento do comportamento do consumidor
- Resolver questões dos consumidores
- Pesquisa
- Mens...
dia 03
MMO
MÉTRICAS NAS
MÍDIAS SOCIAIS
dia 03
Tipos de métricas MS:
1. Visibilidade
2. Influência
3. Engajamento
dia 03
1. Visibilidade
dia 03
2. Influência
dia 03
3. Engajamento
dia 03
dia 03
dia 03
dia 03
SOCIAL INFLUENCE
MEASUREMENT
SIM SCORE
dia 03
Métricas de deveríamos estar de olho:
01. Social media leads*
Track web traffic breakdowns from all social media sources, ...
Métricas de deveríamos estar de olho:
05. Activity ratio
How active is your company’s collective social network? Compare t...
Métricas de deveríamos estar de olho:
08. Loyalty
Are social members interacting in the network repeatedly, sharing conten...
QUALITATIVO
QUALITITATIVO
dia 03
MONITORAMENTO
PASSO A PASSO
dia 03
dia 03
PASSO A PASSO:
01. APRENDAA LÓGICA DAS BUSCAS NOS PRINCIPAIS
SERVIÇOS*
02. FAÇA UM LEVANTAMENTO DE PALAVRAS-CHAVE*
...
dia 03
BUSCA TWITTER:
COMO ESCOLHER AS
PALAVRAS PARA O
MONITORAMENTO
dia 03
3 TIPOS DE MONITORAMENTO
- MONITORAMENTO INSTITUCIONAL E
DE MARCA
- MONITORAMENTO DE
CONCORRÊNCIA
- MONITORAMENTO DO MERCA...
1. NOME DA EMPRESA
2. NOME DOS PRODUTOS
3. NOME DOS PRINCIPAIS EXECUTIVOS
4. CONCORRENTES
5. MERCADO
6. RELACIONADAS À MAR...
FERRAMENTAS
MONITORAMENTO
FREE
dia 03
MÃO NA MASSA
INGLÊS
dia 03
dia 03
Realidade do mundo 2.0
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
FERRAMENTAS
MONITORAMENTO
PAGAS
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
dia 03
GOOGLE ANALYTICS
dia 03
dia 03
CURIOSIDADE
dia 03
dia 03
dia 03
dia 03
PRIVACIDADE
dia 03
dia 03
John Battelle
MÃO NA MASSA
dia 03
Mão na massa 01:
01. Monitoramento institucional
- Monitorar última semana da marca sorteada
- Apresentar:
# Escolher 3 te...
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Dia 03 - LMS FAAP 2010

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Dia 03 - LMS FAAP 2010

  1. 1. dia 03
  2. 2. dia 03
  3. 3. dia 03
  4. 4. dia 03 Agenda do curso: Dia 01: BLOG Dia 02: PRESENÇA DIGITAL Dia 03: MONITORAMENTO + SEEDING Dia 04: PLANEJAMENTO e IDENTIFICAÇÃO DE TENDÊNCIAS
  5. 5. Agenda de hoje: 01. Introdução 02. Métricas 03. Ferramentas Free 04. Ferramentas Pagas 05. Mão na massa 01 - Monitoramento 06. Mão na massa 02 - Resultados dia 03
  6. 6. medinafaap.weebly.com dia 03
  7. 7. dia 03 Medir Analisar Agir
  8. 8. dia 03 OPORTUNIDADES: - Entendimento do comportamento do consumidor - Resolver questões dos consumidores - Pesquisa - Mensuração de reputação de marca - Lançamento de produtos - Campanhas de MKT Viral etc, etc, etc
  9. 9. dia 03
  10. 10. MMO MÉTRICAS NAS MÍDIAS SOCIAIS dia 03
  11. 11. Tipos de métricas MS: 1. Visibilidade 2. Influência 3. Engajamento dia 03
  12. 12. 1. Visibilidade dia 03
  13. 13. 2. Influência dia 03
  14. 14. 3. Engajamento dia 03
  15. 15. dia 03
  16. 16. dia 03
  17. 17. dia 03 SOCIAL INFLUENCE MEASUREMENT SIM SCORE
  18. 18. dia 03
  19. 19. Métricas de deveríamos estar de olho: 01. Social media leads* Track web traffic breakdowns from all social media sources, and chart the top few sources over time. If members of your social media networks are sending referrals, consider measuring this data as well. 02. Engagement duration For some companies, engagement duration is more important than page views. For example, if you have a Facebook application, how much time are social network members spending using it? Is per-member usage increasing over time? Alternately, if people visit your your company websites from SM (Social Media) sites, how long are they spending? (Also consider tracking which pages they visit.) 03. Bounce rate* Are visitors coming to your site from SM sites but quickly leaving? Maybe your landing page needs better, more relevant copy. Maybe the information they’re seeking isn’t easily found. 04. Membership increase and active network size This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content? dia 03
  20. 20. Métricas de deveríamos estar de olho: 05. Activity ratio How active is your company’s collective social network? Compare the ratio of active members vs total members, and chart this over time. There’ll always be some social network members who are inactive, but if you initiate a campaign to increase interaction, you should also measure the resulting data. Activity can be measured in a variety of ways, including usage of social applications. 06. Conversions* You want social network members to convert: into subscriptions, sales (direct or through affiliates), Facebook application use, or whatever other offerings you have in your overall sales funnel and that can somehow be directly or indirectly monetized. (E.g., subscription to a weekly e-newsletter can be monetized by giving other companies access to your list in the form of advertising.) Measure all types of conversions and chart them over time. 07. Brand mentions So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities. dia 03
  21. 21. Métricas de deveríamos estar de olho: 08. Loyalty Are social members interacting in the network repeatedly, sharing content and links, mentioning your brands, evangelizing? How many members reshare? How often do they reshare? 09. Virality Social members might be sharing Twitter tweets and Facebook updates relevant to your company, but is this info being reshared by their networks? How soon afterwards are they resharing? How many FoaFs (Friends of Friends) are resharing your links and content? 10. Blog interaction This is actually more than one metric lumped together. Blogs ARE part of an SMM (Social Media Marketing) toolkit, but only if you allow comments and interact with readers by responding. If you’re doing this, encourage responses either directly in the comments section of blog posts, or via Twitter. (Use a blog widget that allows this.) If your blog’s content is suitable for social voting (Digg, Propeller, Mixx, etc.) or social bookmarking (Delicious, Stumbleupon) sites, install a blog plugin that displays the necessary sharing “buttons”, then track referrals back from those sites. dia 03
  22. 22. QUALITATIVO QUALITITATIVO dia 03
  23. 23. MONITORAMENTO PASSO A PASSO dia 03
  24. 24. dia 03 PASSO A PASSO: 01. APRENDAA LÓGICA DAS BUSCAS NOS PRINCIPAIS SERVIÇOS* 02. FAÇA UM LEVANTAMENTO DE PALAVRAS-CHAVE* 03. DEFINAA ESTRATÉGIA DE MONITORAMENTO* 04. REFINE, MONTE E TESTE SUAS PALAVRAS-CHAVE 05. MONTE SUA ESTRATÉGIA DE CLASSIFICAÇÃO E TAGUEMENTO 06. CONFIGURE OS MONITORAMENTOS 07. ANALISE 08. AÇÃO
  25. 25. dia 03 BUSCA TWITTER:
  26. 26. COMO ESCOLHER AS PALAVRAS PARA O MONITORAMENTO dia 03
  27. 27. 3 TIPOS DE MONITORAMENTO - MONITORAMENTO INSTITUCIONAL E DE MARCA - MONITORAMENTO DE CONCORRÊNCIA - MONITORAMENTO DO MERCADO dia 03
  28. 28. 1. NOME DA EMPRESA 2. NOME DOS PRODUTOS 3. NOME DOS PRINCIPAIS EXECUTIVOS 4. CONCORRENTES 5. MERCADO 6. RELACIONADAS À MARCA 7. DICAS TÉCNICAS - ASPAS - HÍFEN PARA NEGATIVAR - EVITE PALAVRAS COMUNS - ADICIONAR ARTIGO dia 03 Ex.
  29. 29. FERRAMENTAS MONITORAMENTO FREE dia 03
  30. 30. MÃO NA MASSA INGLÊS dia 03
  31. 31. dia 03
  32. 32. Realidade do mundo 2.0 dia 03
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  37. 37. dia 03
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  47. 47. dia 03
  48. 48. dia 03
  49. 49. dia 03
  50. 50. dia 03
  51. 51. dia 03
  52. 52. dia 03
  53. 53. FERRAMENTAS MONITORAMENTO PAGAS dia 03
  54. 54. dia 03
  55. 55. dia 03
  56. 56. dia 03
  57. 57. dia 03
  58. 58. dia 03
  59. 59. dia 03
  60. 60. dia 03
  61. 61. dia 03
  62. 62. dia 03
  63. 63. dia 03
  64. 64. dia 03
  65. 65. GOOGLE ANALYTICS dia 03
  66. 66. dia 03
  67. 67. CURIOSIDADE dia 03
  68. 68. dia 03
  69. 69. dia 03
  70. 70. dia 03
  71. 71. PRIVACIDADE dia 03
  72. 72. dia 03 John Battelle
  73. 73. MÃO NA MASSA dia 03
  74. 74. Mão na massa 01: 01. Monitoramento institucional - Monitorar última semana da marca sorteada - Apresentar: # Escolher 3 termos a serem monitorados (quais os critérios) # Top 3 positivo (e seu principal influenciador) # Top 3 negativo (e seu principal influenciador) # Top 10 keywords # Analise do twitter de um dos concorrentes # Plano de ação # Apresentação dia 03
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