Successfully Monitoring And Measuring Social Media Campaigns


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Presented at the Social Media World Forum 2010 #smwf - How to get started and where your focus should be when monitoring and measuring Social Media Campaigns.

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  • Forget Social Media, for this slide… it doesn’t exist. What do you want to achieve for your business? What are your goals? Make sure you really, really understand this. MANY people jump straight into Social Media and try to measure and monitor without knowing what they want to achieve. If you don’t know where you’re going, any road will get you there.
  • 2 types of strategy – Long Term and Short Term You need to plan and strategise for both.
  • These are some reasons you can use Social Media for… there are many more and some may be more pertinent to you, depending on your strategy.
  • These are three of the most often used metrics, but ask yourself… what little bit of information will let you know that you have succeeded? Or at least on the right track.
  • Some Examples from two generally well-known departments. Follow from left to right  Objectives = What do you want to do, Strategies = How you’re going to do it, Metrics = How will you see that you are doing it / have achieved it?
  • The tools you choose depends on your resources and how badly you really want this…
  • There are too many tools to count, and not all of these are only a portion of the amount of choices you have.
  • The Free and the Paid. What you see face here are two costs, one of which you must take… Time or Money? Free = takes time, because it is not customised or focused Paid = Customised and focused, but costs you dough.
  • Choose. But don’t be duped, sometimes the answer is simpler than you think when you know what you want.
  • Remember… all you need to get from the tools ultimately is knowledge of what to do next to achieve your goals.
  • After you start doing monitoring and measuring… ask yourself these questions constantly. What’s your strategy and are you achieving it? “ Just because its easy to measure doesn’t mean it’s important.” – Seth Godin
  • You need a balance between knowing your strategy and knowing enough of Social Media to make it effective. So get an agency to handle the social media bit or hire someone internal in charge of social media. YOU NEED TO MAKE SURE YOUR GOALS ARE BEING ACHIEVED. Don’t get bogged down with the details.
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  • Successfully Monitoring And Measuring Social Media Campaigns

    1. 1. Successfully Monitoring and Measuring Social Media Campaigns Social Media World Forum London, 15 th March 2010
    2. 2. Start Here. <ul><li>Strategy. </li></ul><ul><li>Objectives. </li></ul><ul><li>Priorities. </li></ul><ul><li>Goals. </li></ul>Why are you even doing a Social Media Campaign? What does Success Look Like? Define:
    3. 3. Ongoing Social Media Monitoring + Measurement SM Campaign 1 New Innovation SM Campaign 2 Increase Awareness SM Campaign 3 Something or other 2 types of Strategy 1 Short Term 2 Long Term
    4. 4. <ul><ul><li>Amplifying PR </li></ul></ul><ul><ul><li>SEO for Web Presence </li></ul></ul><ul><ul><li>Marketing / Brand Activity </li></ul></ul><ul><ul><li>Competitor/ Category Insight </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Sales / Lead Generation </li></ul></ul>Reasons for Using Social Media Each of these could be either short term or long term brand/business objectives.
    5. 5. So Which Metrics Would Determine Success? <ul><li>ROI </li></ul><ul><li>Reach </li></ul><ul><li>Influence </li></ul>How do you see your Success?
    6. 6. Examples <ul><li>Online Recruitment Strategy </li></ul><ul><li>Start an Internal Blog… </li></ul><ul><li>Sampling through Facebook Ads </li></ul><ul><li>Engage on Facebook and Twitter </li></ul>Strategies Department Objectives Metrics Marketing <ul><li>Increase Brand Awareness </li></ul>No. of Mentions Type of Mentions No. of Friends <ul><li>Increase Trial </li></ul>Samples Delivered Feedback on Product HR <ul><li>Fill Positions </li></ul><ul><li>Engage Employees </li></ul>Cost and Time to Recruit No. of Blog Posts
    7. 7. The Tools… <ul><li>Cost? </li></ul><ul><li>Benefit? </li></ul><ul><li>Relevance? </li></ul>What do you use to get your metrics?
    8. 8. Ascent Labs, Inc. Attensity Attentio Backtype Betaworks Bivings Group Biz360 Inc. Brands Eye Brandtology Brandwatch BuzzGain Buzzient BuzzLogic BuzzNumbers BuzzStream Cierzo Development S.L Cision Collecta Collective Intellect Converseon Conversition CoTweet Crimson Hexagon Crowd Favorite CustomScoop Digimind DNA13 Dow Jones eCairn e-CBD Echometrix Effyis Emerge Technology Group Expert System Facebook Filtrbox Flaptor Frank Westphal Glam Media Google Hubspot Icerocket iMooty Infegy Inifinimedia Insttant Inuda Innovations Iterasi JamIQ JD Power Kaleidico Klout Linkfluence ListenLogic Macranet Market Sentinel MediaBadger MediaMiser Medimix Mindlab Solutions GmbH Monitter Moreover Technologies mReplay MyFrontSteps Networked Insights New Media Strategies Nielsen Now Metrix Onalytica OneRiot Overdrive Interactive Overtone Pidgin Technologies PR Newswire Radian6 Raven Rees Bradley Hepburn Ltd RepuMetrix Reputation Defender ReputationHQ Samepoint ScoutLabs Sensidea Social Mention SocialMetrix Spiral16 Sports Media Challenge StatsIT StreamWall SWIX Synthesio Sysomos Tealium Technorati Techrigy The Search Monitor ThoughtBuzz TipTop Technologies TNS Cymfony TraceBuzz Trackur LLC. Twazzup TweetBeep Tweetlytics Twitter Twitter Analyzer uberVU Viralheat Visible Measures Visible Technologies Vocus, Inc. Web Analytics Demystified White Noise Inc. Who's Talkin Xerocity Design Group YackTrack … Choose Your Poison
    9. 9. Free Paid Social Networks - Twitter - Forums - Overall View - Blogs –
    10. 10. Free vs. Paid The tools do the same things but in different ways… so…. Should you use the free tools or invest in an expensive solution?
    11. 11. What Do You Need to Get From The Tools? Quality Reporting Relevant Information ACTION. Social Media Monitoring and Measurement
    12. 12. Is the Information MEANINGFUL to your Brand? <ul><li>Is the strategy being Implemented? </li></ul><ul><li>Can you see Further Problems / Opportunities? </li></ul>
    13. 13. Recommendation Marketing Agency Social Media Expert That guy you met at the ‘Social Media World Forum’ <ul><li>Link with your Agencies </li></ul><ul><li>Or </li></ul><ul><li>People who know your Business AND Social Media. </li></ul>
    14. 14. [email_address] @mkarim CONNECT WITH ME. Muhammad Karim