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Social Media Monitoring

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Kurzinput zum Thema Social Media Monitoring

Input für die Netzwerkkooperationsprojekte "Social Media und Arbeitgebermarke" und "Social Media und Unternehmenskommunikation".

Wir freuen uns auf Ihren Besuch auf http://brandsandfriends.at

Published in: Business
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Social Media Monitoring

  1. 1. Social Media Monitoring Daniel Friesenecker
  2. 2. MonitoringWie messen Sie den ErfolgIhrer Website?
  3. 3. Monitoringtypische Kennzahlen
  4. 4. Monitoringtypische Kennzahlen• Größe der Community• Wachstum der Community• Interaktion mit der Community• Zugriffe auf die eigene Website von Social Media Plattformen• Interaktion mit zB Like Button• generierte Klicks über zB Like Button• neue Kontakte• Steigerung Zugriffe auf der eigenen Website• Abbildungen auf Google• Anzahl der Kommentare• ...
  5. 5. MonitoringMessgrößen• Mentions & Reach: Anzahl Einträge (Mentions) der Marke in den unterschiedlichen Quellentypen im Zeitverlauf und Anzahl potenzieller Sichtkontakte (Reach). Eingrenzbar nach diversen Topics.• Share of Voice: Anteil der Mentions im Vergleich zum Gesamtmarkt/ Mitbewerber• Sentiment: Anzahl positiver, neutraler und negativer Mentions• Demografische Informationen: Verteilung nach Geschlecht, Standort, Alter und Sprache auf Basis von Social-Network-Profilen• Influencer: Identifikation von wichtigen Personen und deren Beziehungen untereinander (Influencer-Networks)• Topics und Keywords: Automatische Identifikation von wichtigen Themen und Schlüsselwörtern per Text-Analytics Quelle: http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-so-geht-man-s-an
  6. 6. MonitoringHerangehensweise an das Monitoring• Anforderungen definieren: Ziele und Prioritäten des Social-Media- Monitorings, Reporting-Zyklen und -Arten, Sprachen, Zielgebiete, Markenhierarchie, Mitbewerber und Topics• Recherche & Überprüfung: Recherchieren Sie auch nach angrenzenden relevanten Keywords. Trimmen Sie die Marken-Keywords auf Eindeutigkeit („omega watches“ vs. „omega-3-fettsäuren“). Eher grundsätzlich starten und im Betrieb schrittweise eingrenzen• Tool-Auswahl und Setup: Explorative Tools für Tiefenanalysen vs. auf das operative Monitoring getrimmte Tools. Definition oder Erweiterung der Alert- und Kundendienstprozesse Quelle: http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-so-geht-man-s-an
  7. 7. MonitoringHerangehensweise an das Monitoring• Testphase: Optimieren der Keywords, Überprüfung der Quellen auf Vollständigkeit (insbesondere einschlägige Branchenforen und -Blogs), Generierung und Auswertung von Reports (was fehlt, was ist operativ nutzbar?)• Einführung, Betrieb und Optimierung: Setup der Organisation und Prozesse, schrittweises Involvement weiterer Beteiligter in Abhängigkeit von der Reporting- und Datenqualität, kontinuierliches Monitoring, Pflege der Daten und Weiterentwicklung der Keyword-Welten. Quelle: http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-so-geht-man-s-an Quelle: http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-so-geht-man-s-an
  8. 8. MonitoringTools
  9. 9. RankingsKlout• Index zum Messen von Reichweite
  10. 10. RankingsKlout
  11. 11. RankingsKlout
  12. 12. ToolsGoogle Analytics• Umfassendes Analysetool von Webtraffic
  13. 13. ToolsTwitter Counter• Entwicklung des eigenen Twitter- Accounts messen
  14. 14. ToolsTheArchivist• Analysen von Hashtags, Twitteraccounts, Suchbergriffen
  15. 15. ToolsSocialBro• Umfangreiche Analysen des eigenen Twitter- Networks
  16. 16. ToolsShare Buttons
  17. 17. ToolsShare Buttons
  18. 18. ToolsSocial Monitoring • addictomatic.com • Socialmention.com • Boardtracker.com • Socialwebsiteanalyzer.com
  19. 19. MonitoringFacebook
  20. 20. ToolsFacebook InsightsIntegration auf dereigenen Website
  21. 21. ToolsFacebook Insightsfür Facebook-Seiten
  22. 22. MonitoringYouTube
  23. 23. MonitoringYouTube• Leitfaden unter: http://support.google.com/youtube/bin/static.py? hl=de&topic=1728599&guide=1714169&page=guide.cs
  24. 24. MonitoringGoogle Analytics
  25. 25. MonitoringGoogle Analytics• Umfangreiches, kostenloses Analysetool• Google setzt verstärkt auf sein eigenes Social Network Google+• Interaktionen via Google+ werden in den Analytics-Zahlen angezeigt• andere Netzwerke müssen manuell hinzugefügt werden• Facebook Landingtabs lassen sich mit Tracking-Code ausstatten und werden somit messbar
  26. 26. MonitoringSysomos Heartbeat
  27. 27. http://www.youtube.com/watch?v=6JgGmGQf9M4
  28. 28. MonitoringGoogle Alerts
  29. 29. ToolsGoogle alerts
  30. 30. ToolsGoogle alerts
  31. 31. MonitoringFeedburner
  32. 32. MonitoringFeedburner
  33. 33. MonitoringReturn of Invest
  34. 34. MonitoringReturn on Invest• schwieriges Thema - das Messbarkeit oft schwierig• Zielsetzung entscheidet über die zu messenden Werte• viele Ansätze zur Berechnung
  35. 35. MonitoringReturn on Invest - Ein Ansatzethority ROI-Calculatorhttp://roi.ethority.de/
  36. 36. Monitoring Return on InvestSocial Media Return = Traffic * Konversionsrate * Durchschnittswert pro Konversion Social Media Return - Social Media Investment Social Media ROI = Social Media Investment
  37. 37. MonitoringCase: Westbahn
  38. 38. Monitoring Case: Westbahn• Beitrag von Ulf Weihbold am Webmarketingblog http://www.webmarketingblog.at/2011/12/21/social-media-monitoring- westbahn/
  39. 39. Danke.Folgen Sie uns unter:www.facebook.com/bfmmATwww.twitter.com/bfmmAT

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