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Social Media for Social Good Class #3 - Research
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Social Media for Social Good Class #3 - Research

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Listening with Purpose: Social Web Research. By Qui Diaz …

Listening with Purpose: Social Web Research. By Qui Diaz

http://www.livingstonbuzz.com/2009/02/02/the-big-dig-online-research-listening/

Published in: Business

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    • 1. Listening With Purpose: Social Web Research February 3
    • 2. Why Are You Listening?
      • Foundation First!
      • What is your goal? (business + communications objectives)
      • Who is your target audience?
      • What do you need to find out?
    • 3. Listening Goals
      • Initial
      • Find out whether your audiences are already talking to each other online, where, how much and what about
      • Understand perceptions of your organization and issues
      • Learn how to improve your services
      • Determine the best way to engage with your audiences – opportunities and hurdles
      • Ongoing
      • Support your community by resolving issues, responding to feedback, and improving relationships
    • 4. SWOT 2.0
      • Your Brand
      • Your Issues
      • Your Constituents
      • Your Competition
    • 5. Map First, Directions Second
    • 6. Guiding Questions: Technographics (Best tool: Survey + secondary research)
      • What are the online media habits of my target audiences?
      • What are their online activities (sending email, watching videos, blogging)?
      • What are their most trusted sources of information online?
      • What is their comfort level with social media?
      • Would they like to engage with my organization more online?
    • 7. Guiding Questions: Social Media Landscape (Best tool: Your own research)
      • Is my target audience actively engaged in social media?
      • What is the volume, tone and topics of their conversations related to my issues?
      • Are they talking about my organization?
        • What are they saying?
        • Is it surprising the hear – whether good or bad?
        • Are there any fans? Any major detractors?
      • Where are they talking?
        • What types of social media?
        • Any specific sites, or is the conversation dispersed?
      • Are there any strong, prominent champions for my issue?
    • 8. Guiding Questions: Competitive Analysis (Best tool: Your own research + case studies)
      • What are my competitors doing online?
      • Are they being talked about?
      • How do perceptions of them measure up with perceptions of my org?
      • Are they present in the conversation?
      • What are they doing well, and how can I learn from their success?
    • 9. Finding Your Community search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom search wom blogging social networks your community
    • 10. Search Tools
      • Blogs: Google Blogs, Technorati, Blog Pulse
        • Blog Pulse Graph
      • Social networks: Facebook, MySpace, Twitter
      • Do-good socnets: Razoo, Care2, Change.org, Idealist.org
      • Issue-based online communities: Google
      • Message boards: BoardReader, Board Tracker
      • Multimedia: YouTube, Flickr
      • Search Visibility: Keyword results in top 3 pages
      • Site Traffic: Quantcast, Compete, Alexa
    • 11. Searching Smarter
      • Keywords: Know upfront and build on them as you search
      • Timeframe: The last six months of data
      • Audience: Specifics (age, sex, geographic location, interests)
      • Metrics: Assess the influence of websites and conversations
      • Do a top-line scan, then go back and dig deeper based on what you find
    • 12. Measurement Metrics
      • Reach & Engagement
      • Page views, visitors, time spent on site, traffic referral sources
      • Inbound links from blogs/sites
      • Video/photo views, audio plays
      • Friends, members, sign ups, Diggs, entries, petition sigs
      • Word of Mouth
      • Mentions, posts, comments
      • Tell-a-friends
      • Inbound links
      • Media
      • Offline & online mentions
      • Search Visibility
      • Higher search results
      • Greater “share” of search results
      • 3 rd party mentions
      • Feedback
      • Stakeholders
    • 13. Housekeeping