ENTER2011/IFITT - Social Media Monitoring and Performance Measurement Tools

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The second of our three sessions at the 2011 ENTER/IFITT Conference covering Social Media Monitoring and Performance Measurement Tools

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  • The Klout Score is the measurement of your overall online influence. The scores range from 1-100 with higher scores representing a wider and stronger sphere of influence. The Klout Score is a factor of over 35 variables broken into three categories; True Reach, Amplification Score and Network Score. True Reach is the size of your engaged audience and is based on the followers and friends who actively listen and react to your messages. Amplification Score is the likelihood that your messages will generate actions (retweets, @messages, likes and comments) and is on a scale of 1 to 100. Network score indicates how influential your engaged audience is, also on a scale of 1 to 100. The Klout score is highly correlated to clicks, comments and retweets.
  • ENTER2011/IFITT - Social Media Monitoring and Performance Measurement Tools

    1. 1. Alan Stevenson [email_address] Social Media Performance Measurement II
    2. 2. <ul><li>We measure the 6i’s at 3 levels: </li></ul><ul><ul><li>Individual Channel Performance </li></ul></ul><ul><ul><li>Overall Social Media Buzz </li></ul></ul><ul><ul><li>Business Impact </li></ul></ul>
    3. 3. 1. Individual Channel Performance
    4. 7. Twitter
    5. 9. Blogs
    6. 10.
    7. 11. YouTube
    8. 12.
    9. 13. 2. Overall Buzz
    10. 14. Social Media Monitoring Tools <ul><li>Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights </li></ul><ul><li>Three stage process: </li></ul><ul><ul><ul><li>Aggregate what is being said </li></ul></ul></ul><ul><ul><ul><li>Natural language analysis – understand the data </li></ul></ul></ul><ul><ul><ul><li>Deliver actionable insights </li></ul></ul></ul><ul><li>We have identified more than 100 Companies in this space </li></ul>
    11. 15. Social Media Monitoring Tools
    12. 16. What they offer <ul><li>Search and relevance filters </li></ul><ul><li>Further categorisation and tagging </li></ul><ul><li>Assign Events to the Social Graph </li></ul><ul><li>A variety of channels: web, news, blog, twitter, video, images </li></ul><ul><li>Mention Volume, Importance and Demographics </li></ul><ul><li>Analyse sentiment or tone </li></ul><ul><li>Analyse date parameters </li></ul><ul><li>Updates as they happen </li></ul>
    13. 17. Some Tools Are Free but Relatively Unsophisticated
    14. 18. Google Alerts
    15. 19. Social Mention
    16. 20. Others Are Expensive but More Sophisticated
    17. 21. Quick Example 1: Social Media Monitoring and “Edinburgh”
    18. 22. Keywords Tourism + Edinburgh Landmarks + Edinburgh “ Visit Edinburgh” “ Visited Edinburgh” “ Visiting Edinburgh” “ Princes Street” + Edinburgh “ Edinburgh Castle”
    19. 23. Annual Trends Megrahi Release The Festival
    20. 24. Monthly Trends
    21. 25. Mentions x Media A
    22. 26. A: Twitter Peak
    23. 27. A: Twitter Peak
    24. 28. A: Twitter Peak I host a weekday morning radio talk show on Magic 89.9 DWTM-FM in Manila, Philippines.   
    25. 29. A: Twitter Peak
    26. 30. Quick Example 2: Social Media Monitoring and iPhone Apps
    27. 31. Comparing SatNav iPhone Apps
    28. 32. Analyse sentiment
    29. 33. And “Sentiment” words
    30. 34. Social Media Monitoring Tools Over-Hyped and Over Sold ?
    31. 35. What they promise… <ul><li>Key Sources: where customers, partners, competitors and staff are hanging out online. </li></ul><ul><li>Key Influencers . Identify influential sources for incorporation into a wider strategic response. </li></ul><ul><li>Conversations . what customers and their influencers are saying about you or your competitors. </li></ul><ul><li>Insight: identifying key posts and follow-up actions. </li></ul><ul><li>Improved Sales and Marketing: new prospects, customers and market opportunities. </li></ul><ul><li>Reputation management . timely identification of potential issues. </li></ul><ul><li>Performance Monitoring : support a 6I’s approach. </li></ul>
    32. 36. What they don’t offer… <ul><li>(Not) an answer to further manual processing and manipulation </li></ul><ul><li>(Not) exhaustive in terms of the sources they index </li></ul><ul><li>(Not) a solution to spam or PR-related noise </li></ul><ul><li>(Not) an interpretation or business decision tool </li></ul><ul><li>(Not) always accurate – known to be limited in terms of sentiment analysis </li></ul><ul><li>(Not) a panacea e.g. will not calculate Return on Investment </li></ul>
    33. 37. 3. Business Impact
    34. 38. <ul><li>Converts ‘know’ it, Sceptics need ‘proof’ </li></ul><ul><li>Measure Referrals from SM Channels - Google Analytics and Customer Surveys </li></ul><ul><li>Measure Conversions on SM Channels – Sales on Facebook, Twitter support cases </li></ul><ul><li>Impossible to unravel each online journey </li></ul><ul><li>Consumer and Buyer Behaviour Surveys – do SM engaged convert at higher levels? </li></ul><ul><li>Just Brand Awareness or Something More ? </li></ul>
    35. 39. Questions
    36. 40. Thank You

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