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Pubcon Vegas 2010 - Social Media: Measurements & Tools

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Pubcon Vegas 2010 - Social Media: Measurements & Tools

  1. 1. Measurements & Tools Presented by: Adam Proehl @adamproehl
  2. 2. Topics
  3. 3. Monitoring 101 Some Basic Terms Metric Description / Notes Mentions Obvious – How many times was your brand mentioned? Sentiment Positive? Negative? Neutral? Share of Voice What % of the overall buzz about your market do you have? Influencers Who is important to your industry? Your customers? Who can influence opinion? Velocity How fast is the conversation spreading? How is it picking up steam? Share metrics How often is content being shared? Reach How far has this conversation gone? Who’s picked it up?
  4. 4. Social Media Dashboards Limitations: • Impossible for any one tool to measure everything • You’ll ever capture it all • Manual review constantly needed • Closed profiles • Keyword based
  5. 5. Web Analytics Similarities 3 Kinds of Metrics
  6. 6. “Mentions” or “Volume”  Who Cares? Is it good? Is it bad? Is it otherwise?
  7. 7. Context is everything
  8. 8. Without Context, Numbers are Just Numbers & Combined: 6 NBA Championships 5 League MVP Awards 14 All Star appearances 10 Scoring titles 9 All Defensive First Team honors More than $1 billion in endorsement deals = Mike & Me…….. ……And numbers alone can mislead
  9. 9. Sentiment: Both Actionable & Interesting “Love the iphone, but AT & T sucks.” “Successful call on 3rd try…. Nice network AT & T!” “The new iphone is SICK!!!” Just can be a time hog to get at: You need to fill in the blanks………
  10. 10. Monitoring: What you really want to know:
  11. 11. Monitoring: What you really want to know (con’t)
  12. 12. Web Analytics 101 Best Practice: Metrics that provide actionable insights Data is useless unless you can do something with it.
  13. 13. Your Customers are telling you: • What they want • What they like • What they hate • You suck • Why you suck • How to not suck • You rock • Why you rock • Who they talked to • Why you’re better • Why you’re worse • What their intentions are You can act in real time Social Media Measurements Ultimate Actionable Metrics
  14. 14. You “Like” Me! You REALLY Like me! ………well, maybe
  15. 15. Follow/Like Does Not Equal Engaged
  16. 16. “Context of an Action” “What’s my motivation?”
  17. 17. “Like” Motivation Source: Exact Target Facebook X Factors August 2010 Note: Respondents were asked to check all that apply.
  18. 18. The Check In The coolest, sweetest, hottest trend EVER!!!
  19. 19. For 4% of online Americans…… Key Findings: PEW Internet Study Sep 2010
  20. 20. Oh yeah, ROI…. Source: blogs.eloqua.com
  21. 21. What?!? Can’t get an ROI? Not exactly the best way to win over this guy
  22. 22. Overheard at Conferences… Three Schools of Thought:
  23. 23. How about a fourth? Three Schools of Thought: 4
  24. 24. Example: Complimenting & Leveraging Email Exact Target’s Interactive Marketing Hub (www.exacttarget.com) Flowtown (www.flowtown.com)
  25. 25. “Last Click” Analytics Branded paid search sure does look good doesn’t it? …..so does organic (we hope) …..so does that email
  26. 26. Thinking Ahead
  27. 27. Cool (and Free) Tools Visit: http://ow.ly/38h6B to download this presentation
  28. 28. CrowdEye • Tweets • Links • Volume • Sentiment • Locations http://www.crowdeye.com
  29. 29. Snip-n-Tag (Firefox Add On) • Shorten URL (bit.ly, ow.ly, etc) • Sign in with bit.ly account to get click stats • Make it instantlytrackable in Google Analytics • All in one interface from a Firefox sidebar Bit.ly/bH9tYH
  30. 30. Twitalyzer • Link up with Analytics • Free and paid editions Done as a society? www.twitalyzer.com
  31. 31. BackTweets • Pro & Limited Free Edition • Type in URL to see who’s sharing links www.backtweets.com
  32. 32. BackType • Engagement Comparisons Chart • Audience / Link Metrics www.backtype.com
  33. 33. Heardable • Scoring Algorithm • Category & Local Benchmarks • Free (for now) www.heardable.com
  34. 34. Twitter Sentiment • Quick Snapshot • Accuracy so-so • Manual Review • Good Starting Point http://twittersentiment.appspot.com
  35. 35. Hashtags.org • Track volume & trends • Charts • List of Tweets & Users www.hashtags.org
  36. 36. Mentionmap • Visual, Interactive tool of mentions • Networking & Degrees of Separation http://apps.asterisq.com/mentionmap
  37. 37. Open Book • Searches posts for keywords • Check your privacy settings! • Great info for a quick pulse www.openbook.org
  38. 38. Open Facebook Search www.openfacebooksearch.com Similar functionality to Open Book, only not as pretty
  39. 39. Google Analytics – Tag Facebook Page • Give your Facebook page a GA account profile • How To: – Set up a new GA profile – Paste this line at the top of your FBML code: <fb:google-analytics uacct="UA-9999999-99" />  Source: www.hongkiat.com
  40. 40. Key Takeaways
  41. 41. Thank You Adam Proehl adam@nordicclick.com www.nordicclick.com @adamproehl To get this presentation immediately: http://ow.ly/38h6B
  42. 42. Appendix In case you didn’t get enough tools, here’s a bunch more after this slide.
  43. 43. 48ers • Search & Filter Multiple Networks http://48ers.com
  44. 44. Foller.me • User Info • Topics • Hashtags • Mentions • Geography http://foller.me
  45. 45. Kurrently • Facebook & Twitter • Get Stream www.kurrently.com
  46. 46. Who’s Talkin • Search Multiple platforms • Narrow/Filter by platform www.whostalkin.com
  47. 47. Website Grader • How search & social friendly is your site? www.websitegrader.com
  48. 48. Keotag • Multiple Engines www.keotag.com
  49. 49. TimeTube • Video Timeline based on keyword search http://www.dipity.com/mashups/timetu
  50. 50. Twittrratr • Quick Snapshot • Numbers • Sentiment Highlighted http://twitrratr.com
  51. 51. Keotag • Multiple Engines www.keotag.com
  52. 52. Face Pinch • Topics, people, popular searches • Annoying Ads www.facepinch.com
  53. 53. Metricly • Track your metrics in one place • Pulls in Multiple Sources • Build Custom Dashboard http://metricly.com
  54. 54. Twilert • Get Regular email updates on a keyword, hashtag, or user www.twilert.com
  55. 55. Chatterscope • Sentiment Analysis • Benchmarking (time, competitive, geo, etc.) www.chatterscope.com
  56. 56. ReTweetist • Tracks Retweets for a user or link www.retweetist.com
  57. 57. It’s Trending • Top Links being shared www.itstrending.com
  58. 58. Booshaka! • Search Keywords • Featured Topics http://www.booshaka.com
  59. 59. Folowen Quickly view and interact with a companies social network www.folowen.com
  60. 60. PRmetrics • Images • Videos • Blogs • Twitter • Slideshare www.prmetrics.com

Editor's Notes

  • Good DB analysis will help you gain a better ROI.
  • PPC ROI Example

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