Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Monitoring & Measurement

17,548 views

Published on

The Secret to Taking Your Social Media Marketing Program from Good to Great

Published in: Business, Technology
  • //DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Social Media Monitoring & Measurement

  1. nick westergaard | branddrivendigital.com monitoring & MeasurementHow to Take Your Social Media Marketing Program from Good to Great
  2. #UImktg @nickwestergaard
  3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  4. M&M? Photo via Flicker user Aka Hige
  5. among the top challenges Source: Awareness
  6. monitoring and measurement ‣ Why M&M = Good to Great ‣ Social Media Monitoring ‣ Social Media Measurement ‣ ROI & KPI ‣ Future State
  7. Why M&M = Good to Great 1
  8. social program maturity ‣ Good – Basic presences on networks with light engagement; little connection ‣ Great – Monitoring ⇢ engaging ⇢ measuring ⇢ iterating ‣ Future State — A holistic social business
  9. Photo via Flickr user ksayer1 remember, you have to start with ‘why’
  10. 6 social business objectives ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales
  11. Social Media Monitoring 2
  12. Monitor noun 1. something that serves to remind or give warning. 2. a device or arrangement for observing, detecting, or recording the operation of a machine or system, especially an automatic control system.
  13. Photo via Flickr user alberto monitoring vs. listening
  14. listening = the path to humanization Source: The NOW Revolution
  15. listening (online) Source: The Now Revolution Technology used to assemble a collection of keyword-based searches online that help you locate mentions and instances of those keywords on the Web.
  16. whyare you listening?
  17. why are you listening? What are you listening for? ‣ Your Brand — company name, brands, products, campaigns, people, stakeholders, and misspellings — not just your social usernames ‣ Your Competition — listen for all of the above across categories ‣ Your Industry — terms and phrases used to describe your industry
  18. levels of listening Source: The NOW Revolution
  19. who is monitoring today? Source: Awareness
  20. howdo you listen?
  21. basic listening – google.com/alerts
  22. a little more advanced
  23. some free monitoring baked in
  24. advanced monitoring tools ‣ Pay $20 per month to $10,000 a month ‣ Tool selection is goal dependent — what are you trying to do? ‣ Advanced tools have advanced features including — more searches, speed, historical data, more metrics such as sentiment and influencer analysis, response tools (engage within the listening post), reporting, and workflow (assignments)
  25. many options
  26. what’s used most often? Source: Social Fresh
  27. most are using a mix of free & paid tools Source: Awareness
  28. a peek under the hood
  29. dashboard
  30. listening
  31. discovery
  32. reporting
  33. Listening impacts ‣ Sales — not common but listening can find in-market people searching ‣ Marketing — making sure brand mentions are on-message, etc.; means of monitoring buzz ‣ Customer Service — big need; sometimes support issues don’t even 
 @ mention which is where good tools come in — especially ones tied to CRM ‣ Market Research — monitoring chatter around industry — trends; competitive monitoring as well ‣ HR — monitor employees and attract new talent
  34. 65%of socially mature brands are 
 focused on monitoring Source: Awareness (State of Social Marketing)
  35. final thoughts on monitoring ‣ Key building block in social maturity ‣ Critical element in reputation and crisis management (more soon) ‣ Varying levels of listening happening today — none to basic to advanced ‣ Most still dedicate more budget to ‘talking’ vs. listening but this is changing
  36. Social Media Measurement 3
  37. peter F. drucker You can’t manage what you don’t MEASURE.” “
  38. nick westergaard You can’t measure what you don’t MANAGE.” “
  39. measurement is a top challenge
  40. few are doing so effectively
  41. half can’t show impact Source: CMO Survey
  42. thank goodness for ‘customer insight’
  43. how are most measuring? Source: Awareness (State of Social Marketing)
  44. albert einstein Everything that can be counted does not necessarily count. Everything that counts CANNOT NECESSARILY BE COUNTED.” “
  45. NO SHORTAGE OF NUMBERS ENGAGEMENT DATA Likes Followers Retweets Subscribers Comments Shares Favorites Clicks WEBSITE ANALYTICS Pages Visited What Pages They Came From Time Spent on Site Page-to-Page Path Followed Referring Keywords Referring Websites Geography Time of Day
  46. BIGGEST CHALLENGE? TYING SOCIAL MEDIA TO A BUSINESS OUTCOME
  47. ‣ Branding — web analytics such as visitors; share of voice ‣ Community Building — subscriptions, participation ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers DEFINE YOUR objective ➤
  48. share of voice report
  49. social-only offers
  50. keep it simple
  51. ROI & KPI 4
  52. ROIrevenue minus cost divided by cost — only works if you have a sales performance indicator or kpi
  53. why is roi Hard? Source: Awareness (State of Social Marketing)
  54. kpikey performance indicator
  55. top-down impact Source: Altimeter Group
  56. bottom-up impact Source: Altimeter Group
  57. aligning kpi with business objectives Source: The NOW Revolution
  58. aligning kpi with business objectives Source: The NOW Revolution
  59. aligning kpi with business objectives Source: The NOW Revolution
  60. – jim farley, ford motor company We can lower the amount of traditional advertising we do and see massive cost savings. We spend 10 cents on the dollar.” “
  61. 68%online mentions before launching their blog 99%online mentions AFTER blog LAUNCH
  62. miss shirley’s gets it
  63. 427%in increase in check-ins — remember, to be mayor you have to come more than just sundays! Source: No Bullshit Social Media
  64. 18%in sales — increased overall sales by increasing frequency Source: No Bullshit Social Media
  65. scrappy measurement
  66. don’t make this harder than it has to be
  67. most don’t have the right talent Source: CMO Survey
  68. Future State 5
  69. what’s next? social crm
  70. what’s next? focus on influence
  71. consider klout as a metric ‣ Creating social conversations and content ‣ Developing an audience that cares and shares ‣ Establishing a following among “influencers”
  72. key take-aways ‣ Monitoring and measurement are key in social business evolution — key in moving from good to great ‣ Monitoring and measurement are dependent on answering “Why” — what are you listening for? ‣ Measure what matters — think ROI and KPI
  73. next up: Crisis management Photo via Flickr user Alan Levine
  74. #UImktg @nickwestergaard
  75. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

×