How to choose a social media metrics tool that is right for you.

1. Social Media Metrics
[an introduction and approach]

2. 1.1.introduction.introduction.
2.2.approach.approach.
3.3.tools.tools.
4.4.examples.examples.
section onesection one:: introduction.introduction.

3. connection
community
collaboration
characteristics.
[what is social media?]
social mediasocial media is the umbrella term applied to the variousis the umbrella term applied to the various
online media that share these characteristics:online media that share these characteristics:
conversation
transparent

4. internet & social media.
[reach & statistics]
local social media reach:
‣Facebook reaches 762,140 West Australians [The West
Australian newspaper sells 333,768 copies on a Saturday]
‣Australians spend more time on Facebook than any other
country - 8 hours 19 minutes per month.
‣Twitter is Australia’s fastest growing social site, the local
audience increased by 400% last year with an estimated
250,000 members in WA
(Source, trybalitic)

5. social
networking
forums
multimedia
social
bookmarking
micro
blogsblogs
platforms.
[what is social media?]
hyperlocal
user ratings
& reviews
wikis

6. owned – paid – earned.
[how does it fit into the mix?]
Like PR needs
media
monitoring to
determine
success
Social media

7. 1.1.introduction.introduction.
2.2.approach.approach.
3.3.tools.tools.
4.4.examples.examples.
Section twoSection two:: approach.approach.

8. monitor & measure.
[why do it?]
measure vs monitor
Monitoring lets you listen and respond in real-time and protect your
brand from negative word-of-mouth.
Measurement is crucial for benchmarking and tracking your success
over time. It’s what helps you draw comparisons to your peers, analyse
the huge ocean of tweets and blog posts, and distil them to a list of
actionable insights.

9. approach
[listen, understand & join]
listen.
‣ volume & trending
‣ share of voice
‣ tonal sentiment & themes
‣ vocal stakeholders & keywords
understand.
‣ understand the communities
‣ audit resources & assets
‣ outline objectives
‣ benchmark & set goals
‣ develop an engagement plan
join.
‣ phased approach
‣ ongoing measurement
‣ tweak strategy if necessary

10. to participate or not.
[risk/reward matrix]
exposure customers could say negative
things & we have to respond
increased costs in resources: headcount,
processes, software to support customers,
etc.
less control: customers & competitors will
talk about us (good & bad) and we’re not there
demonstrate lack of innovation
not prepared for a crises, stemming more
‘spikey’ costs
PARTICIPATING
NOTPARTICIPATING
RISKS/CHALLENGES BENEFITS
connect with customers, foster WOM,
increase customer satisfaction in support
demonstrate thought leadership, innovation,
and foster trust.
tighter control over corporate messaging –
although less control as market takes over
public conversation
customers will use existing communication
channels to get support – no social support
no short term additional costs in resources
Source: Jeremiah Owyang, web-strategist.com

11. 1.1.introduction to social media.introduction to social media.
2.2.approach.approach.
3.3.tools.tools.
4.4.examples.examples.
Section threeSection three:: tools.tools.

12. tools.
[quality & quantity]
how to measure?
The existence of this many tools and the fragmentation of the
tools market is evidence of the fact that the space is not quite
mature, and doesn’t yet have a set of agreed-upon metrics and
best practices.
Source: Maria Ogneva, Mashable

13. tools.
[options by type]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

14. tools.
[google alerts]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

15. tools.
[nielsen buzzmetrics]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

16. tools.
[addictomatic]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

17. tools.
[viral heat]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

18. tools.
[social mention]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

19. tools.
[radian6]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

20. tools.
[scoutlabs]
listen.
‣google alerts (free)
‣google reader (free)
monitor only.
understand.
‣nielsen buzzmetrics (AU$750 pm)
‣addictomatic (free)
‣viral heat (from US$9.99 pm)
‣social mention (free)
monitor & measure.
join.
‣ radian 6 (from US$500 pm + data)
‣ scoutlabs (now Lithium) (from US$249
pm)
monitor, measure & engage.

21. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data

22. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
addictomatic
buzzmetrics

23. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
radian6
scoutlabs

24. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
scoutlabs
social mention

25. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
klout

26. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
scoutlabs

27. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data
viral heat

28. tools.
[help choosing]
what to look out for
‣customisable dashboard
‣allocation of tasks
‣sentiment
‣find influencers
‣add your own sources
‣geographic areas
‣historical data scoutlabs
viral heat

29. tools.
[WA tips]
WA specific issues
‣hyper local
‣volume of australian sites covered
‣requires unique name and reasonable volume of posts

30. 1.1.introduction to social media.introduction to social media.
2.2.approach.approach.
3.3.tools.tools.
4.4.examples.examples.
Section fourSection four:: examplesexamples

31. examples.
[interflora]

32. examples.
[KML]

33. examples.
[Murdoch bloggers]

34. 1.http://au.linkedin.com/in/sandrariches
2.http://www.slideshare.net/sandrariches
Any Questions?Any Questions?