Social Media Measurement and
                       Monitoring: A Primer
                         Everything You Need To K...
Questions For You!




                         Do you monitor or measure social media?

                         What is ...
Monitoring vs. Measuring


           Measurement                         Monitoring

                 Shows you what happ...
Why Measure?

                         If you don’t know where you are...




                             how will you ge...
Why Monitor?




                         photo source: http://www.flickr.com/photos/mogwai_83/3022261893/
Thursday, July 8...
Monitoring




Thursday, July 8, 2010
What’s Your End Goal?




Thursday, July 8, 2010
Don’t Get Swallowed Up




                         Volume is staggering                                SM is global

    ...
You Need A Plan




                                 Triage

                                 Route, involve others

     ...
Do You Triage?

                     Influencer                      Message
                                   Sentiment  ...
LARA: Listen, Analyze, Relate, Act


                                            Attensity
                               ...
Measurement




Thursday, July 8, 2010
Just ‘Cause You Can Measure It...

                         ...Doesn’t mean you should!




                              ...
What Are The Right Metrics?

                                 Organizational Objectives:
                                S...
Objective: Awareness, SOV

         Share of
                                Sentiment                        Trend       ...
Objective: Traffic




                            photo source:: http://www.flickr.com/photos/85625337@N00/303641730/




...
Objective: Conversion



                SM                               Conversion
                                   Si...
Objective: Engagement



                                                            likes
                               ...
Objective: Research, Product


                  Sentiment analysis   Customers
                  What’s driving it    Com...
Discovery: Analysis of Compliments




Thursday, July 8, 2010
Dig Deeper




Thursday, July 8, 2010
Discovery: Analysis of Complaints




Thursday, July 8, 2010
Digging Deeper




Thursday, July 8, 2010
Customer
                         Case Study




Thursday, July 8, 2010
Las Vegas Sands




                         http://www.flickr.com/photos/sergemelki/3278249663   http://www.flickr.com/phot...
Platform
                         Selection




Thursday, July 8, 2010
Selecting Your Platform



                 Monitoring?   OR   Measurement?   OR   Engagement?




                       ...
Platform Selection: Budget

                         Free?                                                                ...
Platform Selection: Ease Of Use

                  Time commitment
                  Ease of use
                  Automat...
Platform Selection: Data

                                                          Discussion
                         Bl...
Platform Selection: Building Topics


                          Topics are the
                         building blocks   ...
Platform Selection: Metrics & Reports


                What are your KPIs                 How often is data
             ...
Platform Selection: Engagement



                 How easy to engage?
                 Engage from the app?
             ...
Platform Selection: Languages




                         photo source: http://www.flickr.com/photos/shawnecono/149172094/...
Questions?



                          Thank you for your attention and participation!

                                 ...
Upcoming SlideShare
Loading in …5
×

Actionable Insights From Social Media Monitoring and Measurement

3,493 views

Published on

Maria Ogneva - Director of Social Media Attensity at Social Media Marketing 2010 (San Francisco) talks through social media measurement and monitoring and how to optimize the time you spend doing it. How to set goals, what metrics to track, and how to make sense of unstructured data for insight-driven strategies. Evaluate monitoring solutions, what to listen for, best practices for engagement, how to defend from competitors and how to structure insights that drive product development, pricing, and messaging decisions.

Published in: Business

Actionable Insights From Social Media Monitoring and Measurement

  1. 1. Social Media Measurement and Monitoring: A Primer Everything You Need To Know: A Noob or A Pro July 8, 2010, Social Media Marketing 2010, Maria Ogneva Thursday, July 8, 2010
  2. 2. Questions For You! Do you monitor or measure social media? What is the difference of monitoring vs. measurement? Thursday, July 8, 2010
  3. 3. Monitoring vs. Measuring Measurement Monitoring Shows you what happened Continual tracking Metric during a time period Realtime / near realtime Purpose: to recap, compare, Purpose: to get involved, take a snapshot engage Thursday, July 8, 2010
  4. 4. Why Measure? If you don’t know where you are... how will you get anywhere? photo source: http://www.flickr.com/photos/-skipper-/4033304182/ Thursday, July 8, 2010
  5. 5. Why Monitor? photo source: http://www.flickr.com/photos/mogwai_83/3022261893/ Thursday, July 8, 2010
  6. 6. Monitoring Thursday, July 8, 2010
  7. 7. What’s Your End Goal? Thursday, July 8, 2010
  8. 8. Don’t Get Swallowed Up Volume is staggering SM is global Many channels Low signal-to-noise ratio http://www.flickr.com/photos/9080018@N07/1079598181/ photo source: http://www.flickr.com/photos/chantrybee/1053475778/ Thursday, July 8, 2010
  9. 9. You Need A Plan Triage Route, involve others Track & measure Alerts Dashboard Thursday, July 8, 2010
  10. 10. Do You Triage? Influencer Message Sentiment Content analytics Type Triage Thursday, July 8, 2010
  11. 11. LARA: Listen, Analyze, Relate, Act Attensity Respond Responses can Hotel “hardship be reviewed by hardship refund” email agent before refund policy? Attensity response auto- sending Email generated “reads” text Routed to and extracts automated Customer Service issue Service for knowledge tweet about what Follow-up and the document Resolution is saying Automatically People routed to legal Thinking of Places for review suing post Events Topics Sentiment Automatically … routed to sales Considering to share options purchase with the post customer Thursday, July 8, 2010
  12. 12. Measurement Thursday, July 8, 2010
  13. 13. Just ‘Cause You Can Measure It... ...Doesn’t mean you should! http://www.flickr.com/photos/87919923@N00/1976880927/ Thursday, July 8, 2010
  14. 14. What Are The Right Metrics? Organizational Objectives: Stakeholders & Their Priorities Social Media Objectives: Awareness? Engagement? Traffic? Conversion? Customer Satisfaction? Sales? Research? Only Then... Set Metrics Thursday, July 8, 2010
  15. 15. Objective: Awareness, SOV Share of Sentiment Trend Discovery voice 22% 100 Phrase 56% clouds 75 22% 50 Honda Pilot GMC Acadia 25 Text Positive Negative Chevy Traverse Neutral Mixed analysis 0 Jan Feb March April Against competitors Against competitors by channel On a trendline Thursday, July 8, 2010
  16. 16. Objective: Traffic photo source:: http://www.flickr.com/photos/85625337@N00/303641730/ Thursday, July 8, 2010
  17. 17. Objective: Conversion SM Conversion Site visit Interaction Conversation Track sources Sale Click Link Signup Thursday, July 8, 2010
  18. 18. Objective: Engagement likes comments fans shares wall posts comments feed subscribers pingbacks, inbound links RTs downloads, shares, @replies reblogs, etc DMs custom hashtags Thursday, July 8, 2010
  19. 19. Objective: Research, Product Sentiment analysis Customers What’s driving it Competitors Semantic analysis Industry Thursday, July 8, 2010
  20. 20. Discovery: Analysis of Compliments Thursday, July 8, 2010
  21. 21. Dig Deeper Thursday, July 8, 2010
  22. 22. Discovery: Analysis of Complaints Thursday, July 8, 2010
  23. 23. Digging Deeper Thursday, July 8, 2010
  24. 24. Customer Case Study Thursday, July 8, 2010
  25. 25. Las Vegas Sands http://www.flickr.com/photos/sergemelki/3278249663 http://www.flickr.com/photos/dph1110/4587830961/ Thursday, July 8, 2010
  26. 26. Platform Selection Thursday, July 8, 2010
  27. 27. Selecting Your Platform Monitoring? OR Measurement? OR Engagement? YES! Thursday, July 8, 2010
  28. 28. Platform Selection: Budget Free? Premium? more hacking less hacking fewer sources more sources limited history wider history fewer metrics more metrics source:: http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand’s-social-mentions/ Thursday, July 8, 2010
  29. 29. Platform Selection: Ease Of Use Time commitment Ease of use Automation Sentiment Alerts Advanced analytics SPAM filter Thursday, July 8, 2010
  30. 30. Platform Selection: Data Discussion Blogs? OR Microblogs? OR boards? Online News? OR Videos? OR Photos? YES! Thursday, July 8, 2010
  31. 31. Platform Selection: Building Topics Topics are the building blocks but... Garbage in -> garbage out photo sources: http://www.flickr.com/photos/grantmac/2578109298/ http://www.flickr.com/photos/85941395@N00/2191292080/ Thursday, July 8, 2010
  32. 32. Platform Selection: Metrics & Reports What are your KPIs How often is data (see slide 9)? updated? Realtime? Which reports can you build? How can you share? Thursday, July 8, 2010
  33. 33. Platform Selection: Engagement How easy to engage? Engage from the app? Keep record? Rate to customer social data to internal record? Routing? Deep text analytics? Workflow? Everyone on same page? http://www.flickr.com/photos/katie_made_me_do_it/4341628049/sizes/l/in/photostream/ Thursday, July 8, 2010
  34. 34. Platform Selection: Languages photo source: http://www.flickr.com/photos/shawnecono/149172094/ Thursday, July 8, 2010
  35. 35. Questions? Thank you for your attention and participation! Contact info: Maria Ogneva, Director of Social Media, Attensity @themaria @attensity360 @attensity http://attensity.com mogneva (at) attensity (dot) com Thursday, July 8, 2010

×