Why you should be Monitoring, Measuring & Analyzing Online Conversations Connie Bensen, Alterian @cbensen Social Media Seminar 28 July, 2009

Everything is Measurable

Bring outside ideas into organization Generate more word of mouth Increase customer loyalty Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs Business objectives

Bring outside ideas into organization

Generate more word of mouth

Increase customer loyalty

Increase product/brand awareness

Improve new product success ratios

Improve public relations effectiveness

Reduce customer acquisition costs

Reduce customer support costs

Reduce market research costs

Reduce product development costs

Prioritize & Identify Goals

What percentage of increase is wanted? Estimate at first Use to set goals Translate into for business needs Examples: Marketing – increased product awareness & WOM ROI = the # of additional sales PR – improved brand sentiment ROI = additional customer loyalty Product research ROI = the difference in time it used to take Decreased support calls by X% ROI = the cost savings Choose what to Measure

What percentage of increase is wanted?

Estimate at first

Use to set goals

Translate into for business needs

Examples:

Marketing – increased product awareness & WOM

ROI = the # of additional sales

PR – improved brand sentiment

ROI = additional customer loyalty

Product research

ROI = the difference in time it used to take

Decreased support calls by X% ROI = the cost savings

Tools ???

Social Media Monitoring Tools Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter TweetBeep, TwitterSearch Social Bookmarking StumbleUpon, Digg, Reddit, Delicious Social Media Search Engine SocialMention, Serph, Keotag

Social Media Monitoring Tools Multimedia Search YouTube, Flickr Custom Feed Social Media Firehose, Yahoo Pipes Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies Website Traffic Google Analytics, Quantcast, Alexa, Compete Blog Traffic & Backlinks Technorati, Wordpress Overview Xinu

Use Cases for Social Media Monitoring

Theme Report Displays the main themes of the content Size indicates the words that occurred the most Ability to drill into each theme to explore the conversations Use Cases: Identify trending topics & new phrases Assess campaign traction & marketing messaging Identify potential brand threats, #yourcompanysucks Topic: Motrin Moms Identify trending terms: motrinmoms, outrage, pain, backlash Drill in to assess influence Takeaway : Video was pulled after weekend firestorm online.

Size indicates the words that occurred the most

Ability to drill into each theme to explore the conversations

Use Cases:

Identify trending topics & new phrases

Assess campaign traction & marketing messaging

Identify potential brand threats, #yourcompanysucks

Topic: Motrin Moms

Identify trending terms: motrinmoms, outrage, pain, backlash

Drill in to assess influence

Brand Sentiment Automatic sentiment with customizable dictionary Ability to review positive and negative conversations Assigned sentiment and tone can be changed Use Cases: Brand monitoring Customer service Increase customer satisfaction Competitive intelligence Topic: Domino’s video Many negative conversations in response to YouTube video Takeaway : Brand crisis situation that was damaging to the brand & required a response.

Ability to review positive and negative conversations

Assigned sentiment and tone can be changed

Use Cases:

Brand monitoring

Customer service

Increase customer satisfaction

Competitive intelligence

Topic: Domino’s video

Many negative conversations in response to YouTube video

Takeaway : Brand crisis situation that was damaging to the brand & required a response.

Map Overlay Displays physical location of Content Creators Each pin is drillable to view individual conversations Larger pin size indicates more search results US map and World map views Use Cases: Identify new markets Pay Per Click campaigns Google adsense Topic: bread and yeast CA results show a renewed interest in bread baking & artisan breads the Brand does not have distribution in California Takeaway : Indicates new market locations and opportunities

Each pin is drillable to view individual conversations

Larger pin size indicates more search results

US map and World map views

Use Cases:

Identify new markets

Pay Per Click campaigns

Google adsense

Topic: bread and yeast

CA results show a renewed interest in bread baking & artisan breads

the Brand does not have distribution in California

Takeaway : Indicates new market locations and opportunities

Share of Voice Compare amount of conversation for brand and competitor(s) Ability to drill into each data set Benchmark and measure success of social media engagement Use Cases: compare volume of conversations identify need to engage Topic: Tropicana logo logo change resulted in much online discussion the Brand changed the logo back due to public opinion expressed Takeaway : Online conversations matter and affect brand perception

Ability to drill into each data set

Benchmark and measure success of social media engagement

Use Cases:

compare volume of conversations

identify need to engage

Topic: Tropicana logo

logo change resulted in much online discussion

the Brand changed the logo back due to public opinion expressed

Takeaway : Online conversations matter and affect brand perception

Share of Voice Amount of conversation on each social media source Shows the distribution of conversations by online source type Each bar is drillable to see those specific conversations Use Cases: identify places to build brand research new markets benchmark brand presence Takeaway : What is the permanence of the majority of the conversations? microblogs vs blogs & forums

Shows the distribution of conversations by online source type

Each bar is drillable to see those specific conversations

Use Cases:

identify places to build brand

research new markets

benchmark brand presence

Share of Voice Chart brand sentiment over time Displays trending of positive and negative sentiment over time Every data point is drillable to see the results for that date Ability to efficiently identify what is causing the sentiment for that date Use Cases: Brand perception Product feedback Monitor crises Takeaway : Ability to mitigate brand issues on a granular basis and monitor the trending over time

Displays trending of positive and negative sentiment over time

Every data point is drillable to see the results for that date

Ability to efficiently identify what is causing the sentiment for that date

Use Cases:

Brand perception

Product feedback

Monitor crises

Domains Identification of communities around brand/competitor(s) Locations of conversations by online source (specific URL’s) Domains with most conversations originating from them are listed first Popularity (influence) provides engagement value Use Cases: identify places to engage find brand advocates engage in competitors’ realm Topic: McCafe vs Starbucks McDonalds spent $100M on advertising campaign identified interest in diet related sites Takeaway : Conversations may be taking place in unexpected places!

Locations of conversations by online source (specific URL’s)

Domains with most conversations originating from them are listed first

Popularity (influence) provides engagement value

Use Cases:

identify places to engage

find brand advocates

engage in competitors’ realm

Topic: McCafe vs Starbucks

McDonalds spent $100M on advertising campaign

identified interest in diet related sites

Takeaway : Conversations may be taking place in unexpected places!

Outline the following & provide recommendations based on them: Ongoing definition of objectives established from goals of the position Interaction - Trends in members, topics, discovery of new communities Qualitative Quotes - helpful for feedback & marketing Recommendations - Based on interactions with the customers Benchmark based on previous report Web analytics (unless someone else is tracking them) Social Web analytics Reporting

Outline the following & provide recommendations based on them:

Ongoing definition of objectives

established from goals of the position

Interaction - Trends in members, topics, discovery of new communities

Qualitative Quotes - helpful for feedback & marketing

Recommendations - Based on interactions with the customers

Benchmark based on previous report

Web analytics (unless someone else is tracking them)

Social Web analytics

Choose tools that suit your needs Start with a small project Listen and have a strategy before engaging Look for spikes in conversations and patterns Identify trending topics Evaluate what’s working, drop what’s not Tips for Success

Choose tools that suit your needs

Start with a small project

Listen and have a strategy before engaging

Look for spikes in conversations and patterns

Identify trending topics

Evaluate what’s working, drop what’s not

Step 1: Define Business Objectives & Decide on Priorities Step 2: Choose What to Measure & Tools Quantitative Qualitative Step 3: Analyze: Benchmark & Identify Trends Step 4: Create a strategy & engage Step 5: What’s working & what’s not You Can Measure Everything!

Step 1: Define Business Objectives & Decide on Priorities

Step 2: Choose What to Measure & Tools

Quantitative

Qualitative

Step 3: Analyze: Benchmark & Identify Trends

Step 4: Create a strategy & engage

Step 5: What’s working & what’s not

Resources Putting the Public Back in Public Relations by Brian Solis and Deidre Breakenridge Measuring Public Relationships by Katie Delahaye Paine Groundswell by Charlene Li and Josh Bernoff Personality Not Included by Rohit Bhargava

Resources

Putting the Public Back in Public Relations by Brian Solis and Deidre Breakenridge

Measuring Public Relationships by Katie Delahaye Paine

Groundswell by Charlene Li and Josh Bernoff

Personality Not Included by Rohit Bhargava

Connie Bensen Community Strategist, Techrigy [email_address] Twitter: @cbensen