Using social media analytics to measure & improve content effectiveness marshall sponder


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Using social media analytics to measure & improve content effectiveness marshall sponder

  1. 1. AWARENESS NETWORKS Using Social Media Analytics to Measure & Improve Content EffectivenessAugust 25th at 2 PM Eastern<br />Marshall Sponder<br /><br /><br />WebMetricsGuru INC.<br />
  2. 2. Content Effectiveness – how shouldwe optimize results?<br />Improving Content<br />Measuring & Managing Content<br />Engaging Audience – Social CRM<br />Privacy Controls in Social Media<br />
  3. 3. 3 Challenges to Content Management we’ll discuss<br />DIVERSITY OF OFFERINGS: Will cover some of some platforms available for Content Management which I covered in my book.<br />TYPES OF CONTENT: Manykinds of content (video, audio, textual, pictorial, semantic, etc) plus many languages and international issues surrounding content, partly dealt with in my Social Media Analytics book, particularly in Chapter 3 (International).<br />PRIVACY ISSUES: Deciding where and to whom content is displayed and is accessible. This is an quickly evolving area and I’ll share some information I came up to help control who sees what content.<br />
  4. 4. Improving and Optimizing Content Effectiveness<br /> The following slides examine proven ways marketers improve and optimize their online content for maximum effectiveness<br />
  5. 5.<br />InfiniGraph was able to repost the most engaging content from earlier in the week, later on the weekend.<br />Saturday<br />Wednesday<br />InfiniGraph determines what is the most shared content by a brand’s followers and allows for selective reposting during less busy times of week – increasing traffic, likes, number of fans, etc by up to 30%<br />
  6. 6. Site Analytics<br />Source: Google Analytics<br />Had no idea people were looking at my bio page over the last year as much as they have, or were as interested in Starbucks, QR Codes, etc, as they seem to be. Maybe I should write more about these subjects.<br />
  7. 7. Social Flow<br />Finding the optimal time to display information has tended to provide of significant lift to site and sharing metrics, thereby optimizing the effectiveness of your content.<br />Uses SocialFlow<br />
  8. 8. Awareness Social Intelligence Hub<br />Measure how soon content is published remain engaging. –Model changes then redeploy content for maximum effectiveness <br />
  9. 9. Optimization Case Study - InfiniGraph - Complex Magazine content optimization<br />Refer to Pages 150- 157 of <br />Social Media Analytics<br />And <br /><br />
  10. 10. Other Content Optimization Case Studies <br />Using Google Analytics to review content marketing effectiveness (<br />Content Grouping in Google Analytics – <br />( Talks about using Google Analytics to group site content into sections and apply filters to get aggregate performance statistics.<br />
  11. 11. Measuring Content Effectiveness<br /> The following slides show methods marketers used to measure and leverage online content.<br />
  12. 12. Site Analytics Tagging<br />Use Google Analytics – as in the Econsultancy LinkedIn case study in Chapter 11 of Social Media Analytics to determine which staff members posted content and what conversions resulted from the posts.<br />
  13. 13. URL Shorteners<br />URL Shorteners such as can be used to extend measurement of your content beyond what website analytics can normally capture.<br />An additional benefit is that many URL shorteners automatically generate QR codes as well.<br />Source:<br />
  14. 14. QR Codes, Measuring Content Effectiveness – Beehive Case Study <br />Source: Beehive Case Study – Chapter 12, Social Media Analytics<br />
  15. 15. Shareaholic /Gigya.<br />Source: Shareaholic<br />
  16. 16.<br />
  17. 17. YouTube Insights<br />
  18. 18. Awareness Social Intelligence Hub<br />
  19. 19. Measuring Content Effectiveness Case Study with Econsultancy - LinkedIn<br />Using a combination of ShareThis and Site Analytics provided a workable solution for Econsultancy, pages 271-278 of Social Media Analytics<br />
  20. 20. Managing Content Effectively, including Access rights <br />With the following solutions Marketers can manage content and/ in some cases, engage though it.<br />
  21. 21. Awareness Networks- Social Funnel<br />Update or remove published content in dozens of places with one-click.<br />Manually tracking, updating, and deleting social media content can range from difficult and time-consuming to impossible. <br />
  22. 22. Radian6 Engagement Console<br />Radian6 Engagement Console is an Adobe Air application that allows users to quickly mark up, tag and interact with online mentions about a brand or subject.<br />Additional customizations are available to show Klout Scores, and integrating Insights data with session and browser information via JavaScript.<br />
  23. 23. Alterian Social Media Publisher<br />Social Media Publisher features: <br />1.Enables you to create and send messages, images and video across social media channels <br />2. Allows you to apply governance and add a layer of control to social media initiatives <br />3. Eliminates the need to logon to numerous social media platforms and interfaces <br />4. Enables you to track the effectiveness of your social media campaigns <br /><br />
  24. 24. Synthesio Unity<br />Social Management<br />Manage your corporate social media presence quickly and easily by posting messages in real-time on numerous platforms simultaneously with one click (Facebook, Twitter, Forums, Blogs, etc.). <br />Collaboration and Permission Levels<br />Create workspaces to enable various teams to work on different projects and organize all social media activity related to a specific business objective, campaign or company department. <br />Unityalso enables you to configure multiple user profiles and choose permission levels to control security access (Administrator, Group Manager, Community Manager). Includes routing to different members of your community.<br /><br />Full Tracking Capabilities<br />With Unity, administrators and team managers can monitor the progress of their team members, track the impact of corporate communications and show statistics on customer satisfaction, time to respond, number of complaints closed or in progress, etc. These results can easily be integrated into regular CRM systems such as Salesforce, Oracle, SAP or Siebel.<br />
  25. 25. – customize settings to get maximum effect in twitter followers/fans by managing when messaging is seen.<br />
  26. 26. Engaging audience using Social CRM Integrations<br />There are several ways to engage with customers online, but there is even more value when we can store the interactions<br />Radian6/Salesforce<br />Marketwire Sysomos/Salesforce<br />Salesforce Chatter/Chatter 2<br />Integrations exist in several platforms.<br />
  27. 27. Privacy Control<br /> The following slides show ways publishers of content can control what content is accessed in Social Media<br />
  28. 28. ShareThis + Facebook Open Graph protocol <br /> By using Facebook’s Open Graph protocol, a new rich standard for sharing content to social networks, ShareThis gives publishers control over what information, text and photos are displayed when a user shares a page. <br />
  29. 29. Face2Face – Privacy Control for Geolocation via proximity awareness <br /> face2face allows you to connect all your favorite social networks – with efficiency and privacy. With face2face you can exchange messages with your contacts and friends without having to pay for SMS. face2face makes chatting with friends across networks possible.<br />
  30. 30. Summary: Marketing and Measurement Strategies need to be very tightly aligned (Hint: a Framework is needed) <br />Marketing<br />Strategy & Tactics <br />Measurement<br />Strategy & Tactics <br />Strategy and Data Need to Align– When the foundation of a house is not set just right – the walls crack.<br />Having the right Framework helps. <br />For more information read Social Media Analytics<br />WebMetricsGuru INC.<br />
  31. 31.<br />Marshall Sponder<br />WebMetricsGuru INC.<br /><br /><br /><br />@webmetricsguru<br />@smanalyticsbook<br />WebMetricsGuru INC.<br />