Measuring Social MediaApril 19, 2011Version 1
Agenda1.    Why it matters2.    What it is3.    The tools I love4.    Going about it5.    Common mistakes6.    Future of S...
1. Why it matters
Canada is Online
Canadians are Social
Your brand is socialFrom toilet paperto government,social plays a partin the customerexperience of yourorganization andbra...
Social media award-winning company…B2B Supply Chain Management
A cracker’s online community
Even Government…
Social currency   The extent to which people share   information about a brand as part of their   daily lives – online or ...
Government ContextGovernment policies are full of directives that pushfor better use of these emerging channels.Communicat...
“The greatest risk of social media technologies may not be abreach of security, data loss or a denial-of-service attack. R...
Workflow and Governance
Opportunities for InnovationA personal storyA product beingremoved from theproduct mixTurns out to be themost talked about...
2. What it is
“Everyone is a media outlet. We can all put things out in the public viewnow.”                                  - Clay Shi...
Social = Content•  What people are saying and sharing•  Where they are saying and sharing it•  How they and their friends ...
Social = ContentOften overemphasized   Too often overlooked  –    Fans              –  Content being created  –    Followe...
3. The Tools I Love
There are lots oftools.They are notcreated equal.Source: http:/             /www.fatpurple.com/2010/08/22/social-media-mon...
My Criteria•  Good coverage of:  –  Microblogs  –  Facebook  –  Video  –  Photos  –  Blogs  –  Forums•  Slice and dice•  W...
My Favourites•  Radian6  –  Radian6.com•  Sysomos  –  Sysomos.com•  Have heard good   things about  –  Alterian SM2
An Unfair, Biased Comparison                                           Sysomos                    Radian6                 ...
Meet Radian6•  Ottawa Jazz Festival   –  Configuration   –  Multiple Dashboards   –  Widgets      •  Conversation Cloud: Ta...
Meet Sysomos Map•  CMA  –  No Configuration  –  Build a query  –  Enable filters    •  Boolean is our friend. AND, OR, NOT, ...
Quick segue•  Two Tools I also use  –  RowFeeder  –  PostRank•  Rowfeeder  –  Easy to use twitter monitoring  –  Great exc...
RowFeeder
RowFeeder
RowFeeder•  Inexpensive reports:  –  Snapshot  –  Volume and Time Analysis  –  Conversational Driver Analysis  –  Location...
Before URL shorteners                                  Great article on Google Analytics. http://www.craphammer.ca/       ...
After URL shorteners      Blog  Takes my RSS and reverse engineers the URL  shorteners to find people talking about my art...
PostRank•  Long way towards solving the content   analytics dilemma  –  Reverse engineers conversations about my     conte...
PostRank
PostRank
4. Going About It
G steps to analysisA.  Identify TermsB.  Create SearchC.  Test and RefineD.  Trend AnalysisE.  Pull Other FindingsF.  Assem...
A. Identify termsStart with the client’sterms and look to find                       Your client may say we need           ...
B. Create the Search•  Log into your SM Monitoring   tool (Sysomos MAP for this   class)    –  Set the time period to one ...
C. Test and Refine•  Work in Blog tab first    –  Add in language filters and       excludes as necessary    –  Work towards ...
D. Trend AnalysisPull the Trend Data•  Set the timeline filter to the   time period for the study•  Ensure any additional fi...
D. Trend AnalysisSave as a Graphic•  Go to the All Sources report   and locate the “Popularity   by Media” report.•  Click...
D. Trend AnalysisPrep the Graphic•  Open the graphic you   saved to your harddrive   into a blank PowerPoint   slide•  Ide...
D. Trend AnalysisIdentify the Source•  Open up the applicable   tab to identify what   drove the peak.   –  So if there wa...
D. Trend AnalysisIdentify the Source•  Click to view the general   entries so you can determine   the “cause” of the spike...
D. Trend AnalysisAnnotate the Graphic•  Once all the peaks are   identified and found to be   valid, then we fill out the   ...
E. Pull Other Findings•  Make sure your time period   is correct.•  Then go into the Social   Media, Blog and other   pert...
E. Pull Other Findings•  Use text analytics or   trending topics to   identify interesting   phrases•  Then use the Sub-  ...
F. Assemble Aggregate•  We then need to create a   chart in excel or other   charting tool where we   show the summation o...
G. Actionable Recommendations•  These questions are a good starting point   –  Who are the top individuals to engage on ke...
Structuring the reportMy approach1.0 Topic 1       1.1 Scope of search       1.2 In Aggregate Findings               1.21 ...
5. Common Mistakes
Common Mistakes•  Company Mentions only   –  vs. issues•  Simple queries vs. Boolean queries   –  digging into conversatio...
6. Future of SM Monitoring
Source: 4 Ways to Measure Social Media and Its Impact On Your Brand. Social Media Examiner. 15 June2010.
Source: http://crm2.typepad.com/brents_blog/2008/07/social-crm-in-p.html
Put everyone in CRM tool?•  Not everyone is a customer  –  Future “of age” citizens  –  New Immigrants  –  People unaware ...
What if we don’tthrow awayall our social data?
Report 1A baseline report is created based on ananalysis of brand names, competitors, andrelevant issues.
Report 1           Report 2The next report is created from new data. Ifcomparisons to the first report are made,they are ag...
Report 1         Report 2         Report 3With each subsequent report, the processremains the same. The data from previous...
Lots of pretty charts.“More people spoke positivelyabout kittens this week.”     1500     1000                            ...
…and analysis.“Here are our top kitten‘influencers’ this month.”         Twitter name     Kitten Tweets   Klout Score      ...
We need Deeper insights.With web analytics andemail marketing, wetrack unique and repeatvisitors.And traditional CRMprogra...
We need Deeper insights.Why not track the samethings on social media?Who are your brandadvocates/ambassadorsand what do th...
Most Passionate on Top
Just the beginningWhat if we started to wonderabout the people consistentlytalking (or not talking) about ourbrand or issu...
ColophonSean Howard is VP, DigitalCommunications at Thornley Fallisand spends his life searching for whatdrives and identi...
CPRS Ottawa-Gatineau - Measuring Social Media Workshop - Sean Howard - thornley fallis - 110421
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CPRS Ottawa-Gatineau - Measuring Social Media Workshop - Sean Howard - thornley fallis - 110421

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Measuring Social Media Workshop delivered by Sean Howard of Thornley Fallis (www.thornleyfallis.ca) to CPRS Ottawa-Gatineau on April 21, 2011.

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  • Hey Sheldon,

    Sorry I never saw this message. I concur that I should have given Sysomos Map an N/A for workflow.

    As you know, I am a GIANT fan of Sysomos Map. Loving it!

    Sean
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • This is a fantastic presentation Sean! It gives great insight into how to research and create a great social media report that really finds the issues that are driving conversations. Even better that uses MAP as the example (but that could just be the bias in me speaking). I will most likely be showing this to some other clients of ours when they need some help in creating good reports.
    One thing I have to point out though, in your grading slide you gave MAP an 'F' for workflow. I technically think it should be an 'N/A', but again, this may be my bias speaking.

    Cheers,
    Sheldon, community manager for Sysomos
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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CPRS Ottawa-Gatineau - Measuring Social Media Workshop - Sean Howard - thornley fallis - 110421

  1. 1. Measuring Social MediaApril 19, 2011Version 1
  2. 2. Agenda1.  Why it matters2.  What it is3.  The tools I love4.  Going about it5.  Common mistakes6.  Future of SM Monitoring
  3. 3. 1. Why it matters
  4. 4. Canada is Online
  5. 5. Canadians are Social
  6. 6. Your brand is socialFrom toilet paperto government,social plays a partin the customerexperience of yourorganization andbrand, whether youlike it or not.
  7. 7. Social media award-winning company…B2B Supply Chain Management
  8. 8. A cracker’s online community
  9. 9. Even Government…
  10. 10. Social currency The extent to which people share information about a brand as part of their daily lives – online or offline. Your brand’s social currency significantly drives brand loyalty (53% of it). Successful brands enable their ambassadors to connect, interact, and benefit from like-minded users.Source: Vivaldi Partners – Social Currency: Why brands need to build and nurture social currency, 2010
  11. 11. Government ContextGovernment policies are full of directives that pushfor better use of these emerging channels.Communications Policy of the Government ofCanada: –  “information requests or inquiries from the public are responded to promptly without undue recourse to the Access to Information Act;” –  “prompt and clear explanations are provided when information requested by the public is unavailable.” –  “information is available on the standard of service an institution provides to the public, including timelines for responding to inquiries, mail and complaints;” –  g. Incorporate mechanisms into on-line services for receiving and acknowledging public feedback.
  12. 12. “The greatest risk of social media technologies may not be abreach of security, data loss or a denial-of-service attack. Rather,the most significant threat is not using social media at all. “There’sa huge risk if you’re not active in social media channels,” Steve Ressler, president and co-founder of GovLoop.com
  13. 13. Workflow and Governance
  14. 14. Opportunities for InnovationA personal storyA product beingremoved from theproduct mixTurns out to be themost talked aboutcamera in Canada
  15. 15. 2. What it is
  16. 16. “Everyone is a media outlet. We can all put things out in the public viewnow.” - Clay Shirky, author, Here Comes Everybody, NYU professor
  17. 17. Social = Content•  What people are saying and sharing•  Where they are saying and sharing it•  How they and their friends feel and act as a result
  18. 18. Social = ContentOften overemphasized Too often overlooked –  Fans –  Content being created –  Followers –  Content being shared –  Influence –  Content being “liked” –  Influencers –  Responses to content –  Viral –  Content being “linked” –  Our websites to (delicious, diigo, reddit, etc.) –  Content as a source of traffic to our content properties
  19. 19. 3. The Tools I Love
  20. 20. There are lots oftools.They are notcreated equal.Source: http:/ /www.fatpurple.com/2010/08/22/social-media-monitoring-companies/
  21. 21. My Criteria•  Good coverage of: –  Microblogs –  Facebook –  Video –  Photos –  Blogs –  Forums•  Slice and dice•  Workflow support•  Boolean queries
  22. 22. My Favourites•  Radian6 –  Radian6.com•  Sysomos –  Sysomos.com•  Have heard good things about –  Alterian SM2
  23. 23. An Unfair, Biased Comparison Sysomos Radian6 Sysomos Map HeartbeatPricepoint $500/month+ $500/month+ $2,500/monthNumber of users $100/month per user Handful included 1 userSlice and Dice A+ B A-Boolean queries D B A+Coverage A A AHistorical data A+ A+ SAMPLE BASEDcaptured (Twitter)By Country filter A A ANumber of queries # of queries drive Two tiers of pricing Unlimited increased pricepointWorkflow support A B FEase of use C B BEase to learn D A C
  24. 24. Meet Radian6•  Ottawa Jazz Festival –  Configuration –  Multiple Dashboards –  Widgets •  Conversation Cloud: Tag cloud of most used terms •  Topic Analysis: Bar or pie charts of terms mentioned •  Topic Trends: Line graph over time with spikes to show increased activity •  River of News: View the matching posts with workflow options. •  New Influence Viewer: Find the lists of most active users, blogs, forums, etc. for a topic –  Engagement Console •  Desktop extension with workflow and ability to manage outbound social presences
  25. 25. Meet Sysomos Map•  CMA –  No Configuration –  Build a query –  Enable filters •  Boolean is our friend. AND, OR, NOT, Parenthesis and Quotes –  Save a query –  Comparison of two issues
  26. 26. Quick segue•  Two Tools I also use –  RowFeeder –  PostRank•  Rowfeeder –  Easy to use twitter monitoring –  Great excel based insights –  Inexpensive
  27. 27. RowFeeder
  28. 28. RowFeeder
  29. 29. RowFeeder•  Inexpensive reports: –  Snapshot –  Volume and Time Analysis –  Conversational Driver Analysis –  Location Analysis –  People Analysis –  Day Parting Analysis –  Influencer Analysis –  Contest Winner Selection
  30. 30. Before URL shorteners Great article on Google Analytics. http://www.craphammer.ca/ 2011/03/google-analytics-magic-part-two.html Loving the Craphammer.ca blog! Blog Google Alerts would send me links to people talking about and sharing links to any article that had “craphammer.ca” in it.
  31. 31. After URL shorteners Blog Takes my RSS and reverse engineers the URL shorteners to find people talking about my articles
  32. 32. PostRank•  Long way towards solving the content analytics dilemma –  Reverse engineers conversations about my content (the source of future traffic) –  Who is talking and sharing links to my content –  Twitter, Delicious, Blogs, and more…•  Free for blog writers
  33. 33. PostRank
  34. 34. PostRank
  35. 35. 4. Going About It
  36. 36. G steps to analysisA.  Identify TermsB.  Create SearchC.  Test and RefineD.  Trend AnalysisE.  Pull Other FindingsF.  Assemble aggregate findingsG.  Identify actionable recommendations
  37. 37. A. Identify termsStart with the client’sterms and look to find Your client may say we need to be looking for “residentialout what terms everyday intensification” but odds arepeople and the press use that people are talking about terms like “in-fill”, “moving•  Do some research in downtown”, and “new condos” Google Insights http://www.google.com/insights/search/#•  Try Google Adwords Keyword Tools
  38. 38. B. Create the Search•  Log into your SM Monitoring tool (Sysomos MAP for this class) –  Set the time period to one month –  Switch to the Blog tab•  Start with simple searches based on previous step. –  I find it’s best to start with a series of “word1” OR “word2” OR “word3” to see what types of conversations are occurringQuick tip: It’s a noise vs. signalproblem. There is no such thing as100% signal.
  39. 39. C. Test and Refine•  Work in Blog tab first –  Add in language filters and excludes as necessary –  Work towards more complex queries –  http://map.sysomos.com/help/? title=Query_Construction•  Test that it is giving you valid returns in the Social Media tab as well –  Expand the range –  Look at the Buzzgraph and Text Analytics –  Look for outliers•  Refine the search with excludes as necessary•  Save the search with a recognizable name in a folder specific to the client initiative
  40. 40. D. Trend AnalysisPull the Trend Data•  Set the timeline filter to the time period for the study•  Ensure any additional filters you need are applied (country, etc.)•  Hit the “Apply-Analyze Now” button•  Go to the Dashboard•  Right click and open “All Sources” in a new windowQuick Tip: Screenshot/PDF boththe dashboard and all sourcesresult pages and store in aresearch folder
  41. 41. D. Trend AnalysisSave as a Graphic•  Go to the All Sources report and locate the “Popularity by Media” report.•  Click the customize icon as shown to the right•  Update the title as fits your purposes –  “[Topic] – Trend Analysis by Media Type”•  Right click and save to your harddrive as a graphic
  42. 42. D. Trend AnalysisPrep the Graphic•  Open the graphic you saved to your harddrive into a blank PowerPoint slide•  Identify key peaks by media type you wish to explore and annotate. –  Shown by adding red circles in the graph to the right
  43. 43. D. Trend AnalysisIdentify the Source•  Open up the applicable tab to identify what drove the peak. –  So if there was a spike in blog activity around mid June, then you would open the Blog tab and put in a Timeline filter for Jun 5 to Jun 25. –  Hit Apply on the Time Period•  Then click on the Popularity report in the left hand nav.•  Keep narrowing the time period until you have just the peak you are looking for
  44. 44. D. Trend AnalysisIdentify the Source•  Click to view the general entries so you can determine the “cause” of the spike of activity•  You may need to click ahead a page or two to get to the date of the spikeQuick Tip: If you find that thespike event was driven by anOFF TOPIC conversation, it’stime to return to step 2 andnarrow down your search andstart over. Fun times!
  45. 45. D. Trend AnalysisAnnotate the Graphic•  Once all the peaks are identified and found to be valid, then we fill out the drivers of the spike event•  Finally, we export the powerpoint slide as a graphic image and put the final chart into the final report•  Be sure to write up the insights we gained from this analysis.
  46. 46. E. Pull Other Findings•  Make sure your time period is correct.•  Then go into the Social Media, Blog and other pertinent tabs and pull key reports to identify the overall trends.•  For Twitter, I tend to pull a Reach, BuzzGraph and Top Sources report•  For Blogs, I tend to pull a High Auth+Recency, Buzzgraph and Key Conversations reportQuick Tip: be sure to grabscreenshots of example postsfor your final report
  47. 47. E. Pull Other Findings•  Use text analytics or trending topics to identify interesting phrases•  Then use the Sub- Keyword filter to find out what the actual conversations were around both expected and unexpected phrases•  This helps to ensure we know what some cryptic phrases reference while also giving us real examples of key conversations
  48. 48. F. Assemble Aggregate•  We then need to create a chart in excel or other charting tool where we show the summation of all the different issues we were investigating by medium.•  MAP can create the raw data by issue group using the “Compare” tool
  49. 49. G. Actionable Recommendations•  These questions are a good starting point –  Who are the top individuals to engage on key issues and by what medium? –  What kind of reach and interest is there and in what? –  What content is being created and shared? –  What share of the conversation do we have with our content and actions? –  What is the overall sentiment on each topic? –  Where are people more likely to engage and on what topics? –  Where is the organization present and not present? –  What actions can the organization take to support organizational goals and better leverage their investment in social?
  50. 50. Structuring the reportMy approach1.0 Topic 1 1.1 Scope of search 1.2 In Aggregate Findings 1.21 In Aggregate: Blogs 1.22 In Aggregate: Twitter 1.23 In Aggregate: Facebook etc. 1.3 Trend Analysis 1.4 Sentiment Analysis 1.5 Recommendations2.0 Topic 2 etc.
  51. 51. 5. Common Mistakes
  52. 52. Common Mistakes•  Company Mentions only –  vs. issues•  Simple queries vs. Boolean queries –  digging into conversation drivers by topic•  Canada only –  cheaper and fine but only if aware of sample and self identification bias and errors•  Automated sentiment –  it still doesn’t work.•  Sampling errors –  http://bit.ly/socialsample•  Use our language not theirs
  53. 53. 6. Future of SM Monitoring
  54. 54. Source: 4 Ways to Measure Social Media and Its Impact On Your Brand. Social Media Examiner. 15 June2010.
  55. 55. Source: http://crm2.typepad.com/brents_blog/2008/07/social-crm-in-p.html
  56. 56. Put everyone in CRM tool?•  Not everyone is a customer –  Future “of age” citizens –  New Immigrants –  People unaware of our services/offerings –  Individuals who have not engaged with our brand, service or product•  What is doable with the tools we have today?
  57. 57. What if we don’tthrow awayall our social data?
  58. 58. Report 1A baseline report is created based on ananalysis of brand names, competitors, andrelevant issues.
  59. 59. Report 1 Report 2The next report is created from new data. Ifcomparisons to the first report are made,they are aggregate or trend-based.
  60. 60. Report 1 Report 2 Report 3With each subsequent report, the processremains the same. The data from previousperiods is thrown away.
  61. 61. Lots of pretty charts.“More people spoke positivelyabout kittens this week.” 1500 1000 Positive Negative 500 0 Week 1 Week 2 Week 3 Week 4
  62. 62. …and analysis.“Here are our top kitten‘influencers’ this month.” Twitter name Kitten Tweets Klout Score @justinbieber 618 90,194 @aplusk 6 12 @britneyspears 42 315 @oprah 9 120
  63. 63. We need Deeper insights.With web analytics andemail marketing, wetrack unique and repeatvisitors.And traditional CRMprograms trackpreferences, purchases,and engagement.
  64. 64. We need Deeper insights.Why not track the samethings on social media?Who are your brandadvocates/ambassadorsand what do they careabout?Do the most passionateindividuals haveanything in common?
  65. 65. Most Passionate on Top
  66. 66. Just the beginningWhat if we started to wonderabout the people consistentlytalking (or not talking) about ourbrand or issue?What could we learn if weweren’t wiping the slate cleanevery time we run a new search?
  67. 67. ColophonSean Howard is VP, DigitalCommunications at Thornley Fallisand spends his life searching for whatdrives and identifies the mostpassionate online and offline.Twitter: @passitalongEmail: howard_at_thornleyfallis.ca

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