(Tap, tap, tap) . . . Is this thing on?Measuring social media effectiveness.<br />Kathy Hokunson<br />August 18, 2011<br />
How do you know?<br />
Tools to help . . .<br />
www.backtype.com<br />
socialmention.com<br />Strengthis the likelihood that your brand is being discussed in social media.<br />A very simple ca...
Today’s BOLT BUZZ WORD is…<br />Influence<br />Site-Seeker, Inc.  2011<br />
www.howsociable.com<br />
www.klout.com<br />
Influencing?<br />
True Reach . . .<br />
Just another way to know . . .<br />
Site-Seeker, Inc.  2011<br />QUESTIONS?<br />
Site-Seeker, Inc.  2011<br />Reserve your weekly spot today!<br />Register at site-seeker.com<br />
Site-Seeker, Inc.  2011<br />Download the Slide Deck @<br />
Site-Seeker, Inc.  2011<br /> Thank you for joining us! <br />Don’t forget to enter today’s BOLT BUZZ WORDat joltandboltw...
Social Media Measurement Tools; Jolt & Bolt 8_18_2011
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Social Media Measurement Tools; Jolt & Bolt 8_18_2011

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How do you measure the effectiveness of social media engagement? Is anyone listening?

In business it's always about ROI. With so many extolling the virtues of social media for business, how do you verify the return on your investment of time, energy and intellectual property?

Find out about 1) available tools for measurement 2) how to interpret the data and 3) what you can do to leverage the findings to reach your objectives!

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  • *Last week we discussed / debated the importance of community*I talked about my focus on building a community of quality*This week we will discuss how to establish Social Media ROI*What is ROI? In social media it is harder to define and difficult to put a real revenue number on it.
  • *Social Media is the most difficult to measure of all the marketing tools.*Supports and builds on the subtleties*You can measure engagement &amp; influence*But understanding the value ties back to quality of community*In preparing for our conversation today. I did review and test 8 free tools online. *SocialMention, Whostalkin, Klout, Howsociable, backtype, trandistic, thinkup, and tinker.com. Will review the four highlighted here as the ones I found most relevant.Klout is my favorite
  • BacktypeRecently acquired by TwitterNot accepting new accounts sign upsWill allow you to run an analysis of your twitter handleWill be going away but it’s available now, it’s free and it gives you and idea of how things are going . . . for now.Of the four this is my least favorite but worth the few minutes it will take you to run it.
  • *Here is an overview of my Backtype score*strictly twitter derived. *shows the sites I most frequently share*who influences me*who they believe I influence. *Most shared sites – site-seeker, CONNSTEP and blue heron landscape blogs in the top 10
  • SocialMention is very interesting. *real-time results- seems completely twitter oriented*scores above can change minute by minute*My strength was at 28%, 15 minutes later it was 33%. *This is a very interesting tool and can help you to get an understanding of the value of your conversation.STRENGTH:*likelihood your brand is being discussed in social media. “what is your brand - is your twitter handle your name or company name*Are people likely to discuss your brand without being prompted – are you top of mind*my brand is Katiehoke (which is a huge brand no-no) *they are saying that there is a 28% chance that my brand will be discussed. *This seems low to me and people are not likely to discuss me unless prompted by something*What I take from this for me is people are engaged with me when I engage with themPASSION: *when you are passionate about something you discuss it, without prompting*Is your content and conversation sooo engaging that you are creating passionSENTIMENT:*analyzes tweets based on the use of yes or no or positive and negative words in the tweet*got me thinking about subtleties of my conversationREACH:*Unique users who mention your brand*indicates how and who you are engaging*This number could be low if you haven’t built a quality community*Too much self promotion, not enough engagement?*Eye-opener for me
  • BRIAN SFINAS TO NARRATE
  • *First time visiting the site*Clean, engaging to the eye*overall I really liked it
  • *More robust measures across all social platforms*You can click on the icon and shows you the mentions of your brand*If you have multiple “brands” or personas you can monitor each of those. *This is all you can get for free, 3 levels of paid service. Basic is at $20.00/month and allows you to monitor 3 “brands”*Paid service allows you to track, compare and receive status updates
  • *Klout is my favoriteI have bias - I been using Klout for a few years now includes most social platformsI have Linkedin, facebook, foursquare and twitter linked to my Klout score
  • Klout breaks it down into understandable formats and really helps you to see if you are engaging, influencing and reaching your audience.
  • My 10 topics I appear to be influential about I was both pleased and disappointed*I probably spend a little too much time being social. But then again it is a social platform Connecticut is number 1 B2B and number 2social media as number 3 not sharing my thoughts and views on SEO, ROI, effective web strategies. While we do a ton of work in Social Media, our core business is Web Strategy for growth. need to start bringing that back in the conversation. What is great about this is. Now I will re focus some of my conversation and see if it I start to become influential about the SEO conversation again.
  • Why is this relevant? *helps you to understand your conversation and the impact it has. *If you are seen as an influencer of your peers then you are probably sharing relevant conversation. *Here are people I influence. But they also influence me. *comfortable that I am sharing content of value and quality relevant to my peers.
  • Ties back to our first slide - Just because people follow you doesn’t mean they listen to you. *understand your true reach. *Modification of content and outreach to your audience can change this dynamic. *But how can you modify your strategy if you don’t know how it is working?
  • *seem a bit hypocritical to last weeks comments on how silly badges areIcons all illustrate very important points on your effectiveness. If no one retweets you, then they aren’t seeing value. *If you don’t make it on to a few lists, you aren’t worth following, *Is it just your BFF retweeting you or do many people retweet you? *value, engagement.
  • Let’s continue the conversation …Kathy wrote a blog on these tools and it’s posted on our site. Leave a comment on Kathy’s blog for an extra entry in the Amazon gift card drawing at the end of the month…IF YOU’D LIKE A COMPLIMENTARY ANALYSIS OF YOUR SOCIAL STATS, EMAIL US AT JOLTBOLT@SITE-SEEKER.COM OR CONTACT YOUR FRIENDLY NEIGHBORHOOD IMS.
  • so speaking of staying on top of search and social trends and their impact on business – Why not join us every Thursday at 10 am. Reserve your spot by registering at site-seeker.com…
  • Copy of the power point is available at slideshare.net/siteseekerinc
  • Contact Kathy with any questions or comments:Kathy HokunsonVice President Sales &amp; Marketing860-263-0361kathyhokunson@site-seeker.comLinkedin.com/in/kathyhokunsonSite-Seeker.com
  • Transcript of "Social Media Measurement Tools; Jolt & Bolt 8_18_2011 "

    1. 1. (Tap, tap, tap) . . . Is this thing on?Measuring social media effectiveness.<br />Kathy Hokunson<br />August 18, 2011<br />
    2. 2. How do you know?<br />
    3. 3. Tools to help . . .<br />
    4. 4. www.backtype.com<br />
    5. 5.
    6. 6. socialmention.com<br />Strengthis the likelihood that your brand is being discussed in social media.<br />A very simple calculation is used: phrase mentions within the last 24 hours divided by total possible mentions.<br />Sentimentis the ration of mentions that are generally positive to those that are generally negative.<br />Reachis a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.<br />Passionis a measure of the likelihood that individuals talking about your brand will do so repeatedly.<br />
    7. 7. Today’s BOLT BUZZ WORD is…<br />Influence<br />Site-Seeker, Inc.  2011<br />
    8. 8. www.howsociable.com<br />
    9. 9.
    10. 10. www.klout.com<br />
    11. 11.
    12. 12.
    13. 13. Influencing?<br />
    14. 14. True Reach . . .<br />
    15. 15. Just another way to know . . .<br />
    16. 16. Site-Seeker, Inc.  2011<br />QUESTIONS?<br />
    17. 17. Site-Seeker, Inc.  2011<br />Reserve your weekly spot today!<br />Register at site-seeker.com<br />
    18. 18. Site-Seeker, Inc.  2011<br />Download the Slide Deck @<br />
    19. 19. Site-Seeker, Inc.  2011<br /> Thank you for joining us! <br />Don’t forget to enter today’s BOLT BUZZ WORDat joltandboltwebinar.com<br />You could win a $50 Amazon.com Gift Card! <br />
    20. 20. Site-Seeker, Inc.  2011<br />Need more info?<br />

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