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Social Media Measurement That Works: Monitoring, Measurement and SocialCRM Primer


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Slides from Maria Ogneva's session at Web2Open on social media monitoring, measurement and engagement. This is a useful primer on what works and what doesn't work in social media monitoring and measurement, which can come in handy for noobs and more advanced users alike.

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Social Media Measurement That Works: Monitoring, Measurement and SocialCRM Primer

  1. Social Media Measurement and Monitoring: A Primer Everything You Need To Know: A Noob or A Pro May 5, 2010, Web 2.0 Open, Maria Ogneva photo source: Sunday, May 9, 2010 1
  2. Questions For You! Do you monitor or measure social media? What is the difference of monitoring vs. measurement? Sunday, May 9, 2010 2
  3. Monitoring vs. Measuring ✤ Measurement ✤ Monitoring ✤ Shows you what happened ✤ Continual tracking ✤ Metric during a time period ✤ Realtime / near realtime ✤ Purpose: to recap, compare, ✤ Purpose: to get involved, take a snapshot engage Sunday, May 9, 2010 3
  4. Why Measure? If you don’t know where you are, how do you know when you will get to your destination? photo source: Sunday, May 9, 2010 4
  5. Why Monitor? They will talk about you anyway, whether or not you are listening. photo source: Sunday, May 9, 2010 5
  6. Monitoring Is A Great First Step Then What? Sunday, May 9, 2010 6
  7. Monitoring Can Swallow Up Your Life Volume is staggering Many channels SM is global Low signal-to-noise ratio photo source: Sunday, May 9, 2010 7
  8. You Need A Plan Triage Route, involve others Track & measure System of alerts Functional dashboard Sunday, May 9, 2010 8
  9. You Need A Plan: Triage Influencer Message Sentiment Content analytics Type Triage Sunday, May 9, 2010 9
  10. What Are The Right Metrics? Organizational Objectives Stakeholders & Their Priorities Social Media Objectives: Awareness? Engagement? Traffic? Conversion? Customer Satisfaction? Sales? Research? Only Then... Set Metrics Sunday, May 9, 2010 10
  11. Objectives and KPIs Sunday, May 9, 2010 11
  12. Objective: Awareness, Share of Voice Share of Sentiment Trend Discovery voice 22% 100 Phrase 56% clouds 75 22% 50 Honda Pilot GMC Acadia 25 Text Positive Negative Chevy Traverse Neutral Mixed analysis 0 Jan Feb March April Against competitors Against competitors by channel On a trendline Sunday, May 9, 2010 12
  13. Discovery: Analysis of Compliments Sunday, May 9, 2010 13
  14. Discovery: Analysis of Complaints Sunday, May 9, 2010 14
  15. Dig Deeper Sunday, May 9, 2010 15
  16. Objective: Traffic photo source:: Sunday, May 9, 2010 16
  17. Objective: Conversion SM Conversion Site visit Interaction Conversation Track sources Sale Click Link Signup Sunday, May 9, 2010 17
  18. Objective: Engagement likes comments fans shares wall posts comments feed subscribers pingbacks, inbound links RTs downloads, shares, @replies reblogsetc DMs custom hashtags Sunday, May 9, 2010 18
  19. Objective: Research •Sentiment analysis •Customers •What’s driving it •Competitors •Semantic analysis •Industry Sunday, May 9, 2010 19
  20. Coexisting With Traditional Research Soc. Media Traditional Research Research Secondary Research: Primary research: Track trends Research surveys Analyze sentiment Focus groups Underlying causes To dig deeper via discovery & verify what you and clausal research learned Sunday, May 9, 2010 20
  21. Objective: Sales Listen for pain points Listen for intent photo sources: Sunday, May 9, 2010 21
  22. Objective: Brand Satisfaction Empower champions Fix liabilities Engage Sunday, May 9, 2010 22
  23. Addressing Negatives Sunday, May 9, 2010 23
  24. Digging Deeper Sunday, May 9, 2010 24
  25. Social Media and Business Sunday, May 9, 2010 25
  26. Social Media ROI Does it really exist? Purists CFOs VS. “Social media is all There must be a about engagement. return on every You can’t put a price activity! Social media on engagement!” is not exempt. photo source: Sunday, May 9, 2010 26
  27. SM ROI = Most Misused Term Social Media rarely maps to revenue immediately and neatly, unless it’s a tactical promotion with custom links & codes Olivier Blanchard aka “TheBrandBuilder” source: Sunday, May 9, 2010 27
  28. The Problem With Monitoring... “[Monitoring platforms] are good at doing part of the job, but not all of it... None of them tell you what to do with the information.” Jason Falls ... Yep, we are working on it... source: Sunday, May 9, 2010 28
  29. Social CRM ✤ The goal of Social CRM is to “encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.” (Michael Fauscette) ✤ “...Designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted & transparent business environment. It’s the company response to the customer’s owning of the relationship.” (Paul Greenberg) ✤ “SocialCRM is about bringing “me” [social customer] into the ecosystem... It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business” (Mitch Lieberman) Sunday, May 9, 2010 29
  30. SocialCRM: Culturally SocialCRM is not about technology, it’s about people, interactions with the social customer and processes to increase collaborate Community Enriches Organization Listening & & service interaction w/ wide engagement orientation social customer Sunday, May 9, 2010 30
  31. SocialCRM: Technically 360 View Of Everyone Visibility & Customer engages workflow Social media engagement cuts across silos for rich customer experience Rich & actionable Customer service? Everyone working customer insights - Marketing? PR? off same platform, across SM and Engineering? engaging, tracking internal channels Leverage resources! & analyzing Sunday, May 9, 2010 31
  32. SocialCRM Process source: Sunday, May 9, 2010 32
  33. LARA: Listen, Analyze, Relate, Act Attensity Respond Responses can Hotel “hardship be reviewed by hardship refund” email agent before refund policy? Attensity response auto- sending Email generated “reads” text Routed to and extracts automated Customer Service issue Service for knowledge tweet about what Follow-up and the document Resolution is saying Automatically People routed to legal Thinking of Places for review suing post Events Topics Sentiment Automatically … routed to sales Considering to share options purchase with the post customer Sunday, May 9, 2010 33
  34. SocialCRM Resources ✤ Mitch Lieberman - business-through-social-crm/ ✤ Altimeter Group - social-crm-the-new-rules-of-relationship-management ✤ Chess Media - ✤ SCRM Pioneers Google Group - led by Jeremiah Owyang /Ray Wang ✤ Esteban Kolsky: Sunday, May 9, 2010 34
  35. Platform Selection Sunday, May 9, 2010 35
  36. Selecting Your Platform Monitoring? OR Measurement? OR Engagement? YES! Sunday, May 9, 2010 36
  37. Platform Selection: Budget Free? Premium? more hacking less hacking fewer sources more sources limited history wider history fewer metrics more metrics source::’s-social-mentions/ Sunday, May 9, 2010 37
  38. Platform Selection: Ease Of Use How long do you need to spend in the app daily? How easy is it to use? How easy and accurate is triage? Sentiment? Are there alerts? Are there influencer analytics? Is there a SPAM filter? How much automation is there? Sunday, May 9, 2010 38
  39. Platform Selection: Data Discussion Blogs? OR Microblogs? OR boards? Online News? OR Videos? OR Photos? YES! Sunday, May 9, 2010 39
  40. Platform Selection: Building Topics Topics are the building blocks but... Garbage in -> garbage out photo sources: Sunday, May 9, 2010 40
  41. Attensity360 Topic Creation At A Glance Sunday, May 9, 2010 41
  42. Platform Selection: Metrics And Reports What are your KPIs How often is data (see slide 9)? updated? Realtime? Which reports can you build? How can you share? Sunday, May 9, 2010 42
  43. Platform Selection: Advanced Analytics Is there sentiment analysis? What kind? Automated? Human? Hybrid? Understand your level of comfort with automated sentiment? Can you override? Are there influencer analytics? Are the appropriate for sources you look at? Sunday, May 9, 2010 43
  44. Platform Selection: Engagement How easy is it to engage? Can you engage right from the app? Does it keep record of all customer interactions across all SM channels you track? Can you track to revenue eventually? Is there integration with your internal CRM system? Is there automated routing / deep text analytics? Can you assign and track completion of tasks? Is everyone on the same page re: next steps with each client? Sunday, May 9, 2010 44
  45. Platform Selection: Languages Are you looking to include sites in other languages as sources? Do you need to conduct deep analytics in those languages? Sentiment? photo source: Sunday, May 9, 2010 45
  46. Questions? Thank you for your attention and participation! Contact info: Maria Ogneva, Director of Social Media, Attensity360 @themaria @attensity360 mogneva (at) biz360 (dot) com Sunday, May 9, 2010 46