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ENTER2011/IFITT - Social Media Monitoring and Performance Measurement Tools


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The second of our three sessions at the 2011 ENTER/IFITT Conference covering Social Media Monitoring and Performance Measurement Tools

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ENTER2011/IFITT - Social Media Monitoring and Performance Measurement Tools

  1. 1. Alan Stevenson [email_address] Social Media Performance Measurement II
  2. 2. <ul><li>We measure the 6i’s at 3 levels: </li></ul><ul><ul><li>Individual Channel Performance </li></ul></ul><ul><ul><li>Overall Social Media Buzz </li></ul></ul><ul><ul><li>Business Impact </li></ul></ul>
  3. 3. 1. Individual Channel Performance
  4. 7. Twitter
  5. 9. Blogs
  6. 10.
  7. 11. YouTube
  8. 12.
  9. 13. 2. Overall Buzz
  10. 14. Social Media Monitoring Tools <ul><li>Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights </li></ul><ul><li>Three stage process: </li></ul><ul><ul><ul><li>Aggregate what is being said </li></ul></ul></ul><ul><ul><ul><li>Natural language analysis – understand the data </li></ul></ul></ul><ul><ul><ul><li>Deliver actionable insights </li></ul></ul></ul><ul><li>We have identified more than 100 Companies in this space </li></ul>
  11. 15. Social Media Monitoring Tools
  12. 16. What they offer <ul><li>Search and relevance filters </li></ul><ul><li>Further categorisation and tagging </li></ul><ul><li>Assign Events to the Social Graph </li></ul><ul><li>A variety of channels: web, news, blog, twitter, video, images </li></ul><ul><li>Mention Volume, Importance and Demographics </li></ul><ul><li>Analyse sentiment or tone </li></ul><ul><li>Analyse date parameters </li></ul><ul><li>Updates as they happen </li></ul>
  13. 17. Some Tools Are Free but Relatively Unsophisticated
  14. 18. Google Alerts
  15. 19. Social Mention
  16. 20. Others Are Expensive but More Sophisticated
  17. 21. Quick Example 1: Social Media Monitoring and “Edinburgh”
  18. 22. Keywords Tourism + Edinburgh Landmarks + Edinburgh “ Visit Edinburgh” “ Visited Edinburgh” “ Visiting Edinburgh” “ Princes Street” + Edinburgh “ Edinburgh Castle”
  19. 23. Annual Trends Megrahi Release The Festival
  20. 24. Monthly Trends
  21. 25. Mentions x Media A
  22. 26. A: Twitter Peak
  23. 27. A: Twitter Peak
  24. 28. A: Twitter Peak I host a weekday morning radio talk show on Magic 89.9 DWTM-FM in Manila, Philippines.   
  25. 29. A: Twitter Peak
  26. 30. Quick Example 2: Social Media Monitoring and iPhone Apps
  27. 31. Comparing SatNav iPhone Apps
  28. 32. Analyse sentiment
  29. 33. And “Sentiment” words
  30. 34. Social Media Monitoring Tools Over-Hyped and Over Sold ?
  31. 35. What they promise… <ul><li>Key Sources: where customers, partners, competitors and staff are hanging out online. </li></ul><ul><li>Key Influencers . Identify influential sources for incorporation into a wider strategic response. </li></ul><ul><li>Conversations . what customers and their influencers are saying about you or your competitors. </li></ul><ul><li>Insight: identifying key posts and follow-up actions. </li></ul><ul><li>Improved Sales and Marketing: new prospects, customers and market opportunities. </li></ul><ul><li>Reputation management . timely identification of potential issues. </li></ul><ul><li>Performance Monitoring : support a 6I’s approach. </li></ul>
  32. 36. What they don’t offer… <ul><li>(Not) an answer to further manual processing and manipulation </li></ul><ul><li>(Not) exhaustive in terms of the sources they index </li></ul><ul><li>(Not) a solution to spam or PR-related noise </li></ul><ul><li>(Not) an interpretation or business decision tool </li></ul><ul><li>(Not) always accurate – known to be limited in terms of sentiment analysis </li></ul><ul><li>(Not) a panacea e.g. will not calculate Return on Investment </li></ul>
  33. 37. 3. Business Impact
  34. 38. <ul><li>Converts ‘know’ it, Sceptics need ‘proof’ </li></ul><ul><li>Measure Referrals from SM Channels - Google Analytics and Customer Surveys </li></ul><ul><li>Measure Conversions on SM Channels – Sales on Facebook, Twitter support cases </li></ul><ul><li>Impossible to unravel each online journey </li></ul><ul><li>Consumer and Buyer Behaviour Surveys – do SM engaged convert at higher levels? </li></ul><ul><li>Just Brand Awareness or Something More ? </li></ul>
  35. 39. Questions
  36. 40. Thank You