Social Media Monitoring & Measurement<br />Rich Pesce<br />Sprint<br />Sr. Manager, Social Media and Digital Communication...
Why Measure?<br />2<br />Image: © Bettmann/CORBIS<br />
3<br />Who, Where, Why Social Media?	<br />“42 MM (53%) of women are actively engaging (weekly) in social media with more ...
Social Media Use is Growing RapidlyNo Longer Domain of “Techies”, Early Adopters<br />4<br />Adult Internet users who visi...
How you engage shapes how you measure<br />Influencer Communities: Utilize Blogger Relationships to Further Educate Around...
Quantitative plus Qualitative<br />6<br />
7<br />Online Monitoring Process<br /><ul><li> Data Collection</li></ul>Trucast<br />Avg. 25,000 posts/month<br />5,000 “s...
8<br />Sprint Monitoring Categories<br />
9<br />Sprint on Facebook<br />Almost 350,000 fans <br /><ul><li>Over 128,000 monthly active users</li></ul>Active wall di...
Generates 600-1100 comments/day (M-Fri).</li></ul>Priorities:<br />Increase membership<br />Create value for being a fan<b...
Deliver against Communications Objectives<br />10<br />
Translating Measurement for Senior Leadership<br />Positive brand sentiment has increased from 45% to a high of 61% since ...
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PR News How-To Conference

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  • Social media trivia
  • Social media is no longer the domain of “techies” and early adopters: The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years - from 8% in 2005 to 35% at the end of 2008 1Twenty two percent of all time now spent online is “social” – messaging, commenting, blogging, sharing, “liking”. Web users now spend a total of 110 billion minutes on social web sites and blogs each month. 2Frequency of interaction is increasing - more than a third (37%) of users engaging companies or brands via new media at least once per week (up from 25% in 2008). 2Reuters: More than 25 percent of Americans 50 years and older stay connected using sites such as Facebook, MySpace and Twitter, according to new research.3Sources: 1 - 2008 Pew Internet &amp; American Life Project’s December tracking survey, 2010 Nielsen Co. Survey (8% in 2005 = “Have a profile”, 75% in 2010 = Visited a social network or a blog in April 2010)- Nielsen Jun 2010 Study (http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/)- http://www.reuters.com/article/idUSTRE65943W20100610
  • PR News How-To Conference

    1. 1. Social Media Monitoring & Measurement<br />Rich Pesce<br />Sprint<br />Sr. Manager, Social Media and Digital Communications<br />December 1, 2010<br />
    2. 2. Why Measure?<br />2<br />Image: © Bettmann/CORBIS<br />
    3. 3. 3<br />Who, Where, Why Social Media? <br />“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **<br />COMMUNICATE<br />“In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”* <br />If Facebook were a country it would be the fourth largest in the world.+<br />Our Customers and Prospects<br />GROWTH<br />EDUCATE<br />OPPORTUNITY<br />ADVOCACY<br />80% of Twitter usage is on mobile devices+<br />25% of search results for the world’s top 20 brands are links to user generated content+<br />*http://blogs.forrester.com/groundswell/<br />+www.socialnomics.com<br />**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf<br />
    4. 4. Social Media Use is Growing RapidlyNo Longer Domain of “Techies”, Early Adopters<br />4<br />Adult Internet users who visit or have a profile on an online social network site<br />75%<br />8%<br />2005<br />2010<br />22%<br />Percentage of all time spent online that is “social” (one in every four minutes, 22 sec)<br />2010<br />New media users who engage companies or brands at least once per week<br />37%<br />25%<br />2008<br />2009<br />
    5. 5. How you engage shapes how you measure<br />Influencer Communities: Utilize Blogger Relationships to Further Educate Around Sprint Technologies and Products<br />Branded Spaces: Increase Membership and Create Value to Build Loyalty<br />Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships<br />
    6. 6. Quantitative plus Qualitative<br />6<br />
    7. 7. 7<br />Online Monitoring Process<br /><ul><li> Data Collection</li></ul>Trucast<br />Avg. 25,000 posts/month<br />5,000 “sentimented” positive/negative<br />20,000 neutral<br />80/20 rule applies here…top 10 communities generate the bulk of sentimented posts<br />Analysis<br />Insights<br />Strategic planning implications<br />Communication<br />Ongoing: continual contact with partners regarding relevant findings that require immediate action<br />Monthly: WOM report shared across teams<br />
    8. 8. 8<br />Sprint Monitoring Categories<br />
    9. 9. 9<br />Sprint on Facebook<br />Almost 350,000 fans <br /><ul><li>Over 128,000 monthly active users</li></ul>Active wall discussions<br /><ul><li>Typically average over 100 wall posts a day,
    10. 10. Generates 600-1100 comments/day (M-Fri).</li></ul>Priorities:<br />Increase membership<br />Create value for being a fan<br />Dedicated Social Care team to help fans<br />
    11. 11. Deliver against Communications Objectives<br />10<br />
    12. 12. Translating Measurement for Senior Leadership<br />Positive brand sentiment has increased from 45% to a high of 61% since Jan of 2009<br />Social SOV is 50%--higher than our competitors<br />Positive volume is also significantly higher than our key competitors, driven primarily by EVO, EPIC and 4G<br />Competitor’s negative sentiment is increasing due to continued issues with network and dropped calls<br />
    13. 13. 12<br />Tools<br />

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