Social Media Monitoring ROI Metrics Forum


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Key learning:

· Sentiment detection, analysis and ROI

· What should you measure: impressions, clicks, followers, circles, likes, or all of the above?

· Which metrics matter most? What’s in the pipeline?

· Successfully communicating social media ROI

· Monitoring social media conversation effectively – minimising risk

· Learn from successful Fortune 500 company case studies in measuring bottom line impact

· How to optimize your content and product for social media and sharing

Published in: Technology, Business
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Social Media Monitoring ROI Metrics Forum

  1. 1. Chase McMichael CEO@chasemcmichael @infinigraph
  2. 2. some contentis more interesting than other content.
  3. 3. Content insights involves a staggering amount of data: 3.5 billion pieces of content are shared each week between 800 million Facebook users. How do you make since of all this data?
  4. 4. We’re drinking from the social media fire hose.85
  5. 5. What is Social Media Monitoring? Reactive Social Media Monitoring is: Analyzing, understanding and responding to conversations aboutbrands, products, reputations and end- users opinions in the Social Web
  6. 6. Your customers are talking just not about you and not on the keywords you’re listening on Cutting through the noise
  7. 7. TOOLS
  8. 8. Beyond Listening: Reinventing Social Media Keyword MonitoringIf a status update reaches a social network but no one sees it, does it exist?
  9. 9. The Social Graph is EXPANDING "Its not about who youre connected totoday, its about who youre NOT connected to today...Research your influencers"The Key conversations are not around your brand People VS. Keywords
  10. 10. What is Social Intelligence? Pro Active Social Intelligence is: Deriving relevance from consumer actions around content interaction andothers who have in common connections through the Social Graph
  11. 11. Professional Grade Intelligence11
  12. 12. Marketing Intelligence Interface
  13. 13. Life is not about being likedits about being effective
  14. 14. Trends• What are trends? • All brands have some sort of fan interaction on their content. • Clusters of brands in an industry have more. • Monitoring brand content traction based on audience behavior What’s across both the brand and the industry represents the trends in relevant? content preference. 8 5
  15. 15. You have genius moments, just not every day.But there are continuous genius moments happening all the time. InfiniGraph taps that genius.
  16. 16. InfiniGraph finds what’s trending9
  17. 17. All Brands Have Trending content Consumer acting on content provides better measurement to what’s relevant17
  18. 18. Engagement Provides Insight• Which of American Express’ content is the most engaging with its fans? Interactions such as clicks, reposts, and comments are measured and compiled into a composite “Trend Score” which gives brands a snapshot of what’s working best.18
  19. 19. Your social audience• Is thousands, millions of people.• They also interact with other brands.• And with other brands’ content.• That’s right: They like, comment, share, and retweet this content all day and all night.• The insights we can learn from these actions from our groundbreaking product will drastically change your approach to content marketing and social media. 8 5
  20. 20. Consumer Action On Brand Content • What’s most important to the X Games engaged audience based on behavior?20
  21. 21. Discovery of Hidden Opportunities• Discover the unexpected and hidden partner opportunities within a brand’s audience. Potential spokesperson? New sponsorship? Cross Promotion?21
  23. 23. Competitive Brand Intelligence – Digital Insights23
  24. 24. What do you learn? Recommended Action Steps: Sundays and Wednesdays are the best days to introduce new video. All other days are good for reintroducing the best performing videos with a new spin.24
  25. 25. Different Content Trends25
  26. 26. Recommended Frequency By Content Type Total post allocation over four week period: Type Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15 trending Status posts optional 25 optional optional 40 30 optional optional optional 12 optional trending trending Link posts posts optional optional optional 20 optional 7 14 repost 14 trending Photo posts 15 20 repost 20 8 repost repost trending 6 Video 8 repost repost trending 6 • Insight: Recommendation: Link content goes to commerce sites and/or Repost content used for heavy traffic days to fill out days blogs/media/publications. Whereas, status updates are and time slots with less traffic. A total of 200 posts across more consumer engagement inducing. Photos and content types will get Client X to the industry average. videos perform the highest.26
  27. 27. Does It Work?
  28. 28.• We got 41% more likes on their postsWhat we did: Monitor the military branches and surfaced trendsOur Results: 41% increase in likes 43% increase in comments "InfiniGraph knows what content is most relevant and how to act on trends. Were seeing 41% improvement in content engagement.” Joanna Campione - New Media Marketing Manager, Monster Inc. (
  29. 29. Golden Spoon• We got Golden Spoon some great results:• Clickthrough rate: 6%• Liked page fan: 51%• Conversion to buy: 18%*• Same store sales: up 13.7% during promotional period.• Coupon redemption rate was reported to be approximately 18% with each e-mail promotion.• New Facebook likes up 162%• Monthly active users rose 105%. “We’re running promos on slow days Mondays• Post feedbacks were boosted 612% and Tuesdays on Facebook and sales are equivalent to what they are on a weekend.”• Post views increased 249%. Gary Brewer – Digital Eye (Agency) CEO29
  30. 30. Complex Media• We helped grow Complex Media:• What we did:• Created the first Competitive Brand Intelligence for Over 12 men publications• Find out what readers did on social networks and what type of content they liked to read and share.Our Results:Traffic to the Complex website by 30%Twitter increased by 25% “InfiniGraph increased Complex page views byFacebook increased by 30% 30% and its Facebook following by 30%.” Aleksey Baksheyev, Director of Technology of Complex Media, Inc.,30
  31. 31. TAKE AWAY• Crowd sourced content interaction provides greater relevance• The right content drives the greatest interaction “Own your content space”• Social Activation can be achieved at scale if consumers are engaged
  32. 32. Twitter @chasemcmichael @infinigraph All rights reserved