This document discusses the importance of monitoring social media presence and engagement. It provides an overview of key performance indicators (KPIs) to track, such as buzz, audience size, customer satisfaction, and lead generation. Various free and paid tools are presented for social media monitoring, measurement, and reporting. Categories of tools are segmented by price point and capabilities. The document concludes by emphasizing the need to track conversations, actions, and compare metrics to competitors in order to understand online influence and reputation.

1. ICHEC - Watch your e-reputation
and measure your social presence
1 December 2011
Social
Thomas Van Roy
@thombtm

2. Social Media
KPIs
Buzz Monitoring
Free Tools
The Big 5
Facebook Figures
Facebook Reporting cases
Conclusion

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4. SOCIAL FOR EVERYONE
ACTIVITY ON SOCIAL MEDIA
Creators Publish, Microblogging
Productivity
Critics Application
Live Casting,
Collectors
RSS, Aggregators
Social
Joiners
Networking
Audio
Spectators
Video
Inactives Photo
SOCIAL MEDIA USERS

5. Creation
SOCIAL MEDIA CATEGORIES
INDIVIDUAL
LIVECAST CHAT
BLOG
MICRO B
GAME
CREATE SHARE
E-COM
GEOLOC
MEDIA
FORUM SO NET
WIKI
INFO
GROUP

6. Know where
you wanna go
with this action
& reporting

7. What about the KPIs
• Buzz and engagement
Conversation about your brand and products
• Audience Building
People reading your content, following you, Liking you or bookmarking you
• Advocates and Ambassadors
Retweets, reviews, recommendations, testimonials
• Customer Satisfaction
Engagements and results, time to resolve
• Feedback
Product improvements, new ideas, change public opinion
• Community enlargment
Recruit news fans
• Influence people?
Interact, generated UGC
• Generate Lead
Increase sales/revenue, Drive to store

8. TRACKING
Action or
Conversation

9. Good news, someone else can do
the job for you....

10. BUZZ MONITORING

11. “Buzz monitoring is the keeping track of
consumer responses to commercial
services and products, to establish the
marketing buzz surrounding a new or
existing offer. Similar to media monitoring
it is becoming increasingly popular as a
base for strategic insight development
alongside other forms of market research”

12. WTF, How Many
monitoring tools are

13. We have realized a
comparative analysis of the
Weʼre scanning the market in order to
define which analysis tools fit best to our
clientsʼ needs!

14. I. MAIN FINDINGS

15. Main results of our analysis
1st conclusion:
Vague and confusion in terminology used

16. Main results of our analysis
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2nd conclusion:
No common code of « metrics »

17. Main results of our analysis
3rd conclusion:
Social media monitoring strategy ≠
listening strategy

18. Main results of our analysis
4rd conclusion:
Even if we can do magic, no tool can do
miracles

19. MONITORING TOOLS
CATEGORIES
Monthly Price
str rke ss &
eg g
at tin
a e
m sin
y
Plenty of tools developed by one
Bu
10.000€€ WOM consultancy company. Strategic
consultancy recommendation and very deep analysis
ht h
1000- sig rc Focus on research and result relevance.
s
In sea
Strong segmentation.
2500€€ WOM research
Re
Dedicated account for the project
ta ed
Da niz
200- Technical tools.
a
500€€ technology & analysis Recommendation
rg
Dashboard with results and graphics
O
ta
Pure Technical tools.
pure technology & tools
Da
1-150€€ Only listings no charts

20. SEGMENTATION IN THE
MONITORING TOOLS MARKET
E-REPUTATION SHARE OF BUZZ
Categories of
monitoring tools
MARKET BRAND
INSIGHTS EVOLUTION

21. Main categories in
monitoring tools
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22. Main categories in
monitoring tools
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23. CASE DONE
AT VOICE AGENCY

24. INFRABEL .BE SECURITEFERROVIAIRE
SPOORVEILIGHEID
CRISIS COMMUNICATION
15 February 2010 : Biggest Belgian train crash ever, Infrabel,
manager of the Belgian railway infrastructure needs to react quickly

25. INFRABEL .BE SECURITEFERROVIAIRE
SPOORVEILIGHEID
CRISIS COMMUNICATION
Create a website in 48h based on Infrabel content to explain the rail
security to people. Press Release to announce the opening of the website.

26. INFRABEL .BE SECURITEFERROVIAIRE
SPOORVEILIGHEID
CRISIS COMMUNICATION
Buzz Monitoring to identify conversation topics, center of interest,
develop a more human approach of the dedicated website.
New input with new content to be implemented within this week

27. From Conversation to
Reporting
Listen to
Filter & analyze the Deliver insights Write reporting &
conversation on
conversations from conversations recommendation
web & social media

28. Free monitoring tools

29. WHOIS TALKING
whoistalking.com

30. SOCIAL MENTION
socialmention.com

31. Google Alerts
google.com/alerts

32. MEASURE MAIN
SOCIAL MEDIA

33. Advertising tools can help you

35. GET INSIGHTS
ABOUT THE VIEWERS

38. B2B Social
Network

39. GET INSIGHTS
ABOUT THE NETWORK

41. Check your influence
klout.com

42. Check your influence
twitalyzer.com

43. Check your mood
tweetfeel.com

44. Track Subject
twitter.com

46. Get Venue Stat
foursquare.com

47. Social media king

48. GET INSIGHTS
ABOUT THE NETWORK
facebook.com

49. GET INSIGHTS
ABOUT THE NETWORK
facebook.com

50. * Affinity Score X Engagement X Time Factor

51. Create an infography
pagesanalyzer.com

52. Create an infography

53. Create an infography

54. Check your edgerank
edgerankchecker.com

55. Check your edgerank

56. Check your edgerank

57. Check your community score
momentusmedia.com

58. Check your community score
momentusmedia.com

59. Know about your community
graph-o-meter.com

60. Get all the stats
socialbakers.com

61. Get all the stats
socialbakers.com

62. Get more if you pay
socialbakers.com

63. Get more if you pay
socialbakers.com

64. Break

65. CAUTION
When you will leave this
room, things will have
already changed

66. MAIN
FACEBOOK
FIGURES

67. *sources social lab

68. *sources social lab

69. *sources social lab

70. *sources social lab

71. *sources social lab

72. *sources social lab

73. *sources social lab

74. *sources social lab

75. *sources social lab

76. *sources social lab

77. *sources social lab

78. *sources social lab

79. FACEBOOK REPORTING

80. Measure your action

81. Track your clicks
Google.com/analytics

82. Track Your links
bit.ly

83. Track the conversation
facebook.com

84. Track the participation
phpmyadmin

85. FACEBOOK INSIGHTS

86. FACEBOOK INSIGHTS

87. FACEBOOK INSIGHTS

88. FACEBOOK INSIGHTS

89. FACEBOOK INSIGHTS

90. FACEBOOK INSIGHTS

91. FACEBOOK INSIGHTS

92. FACEBOOK INSIGHTS

93. FACEBOOK INSIGHTS

94. TO CONCLUDE

95. In a nutshell
TRACK CONVERSATION
✦Tracking engagement of your fans
✦Analyzing the success of your page postings
✦Measuring the response rate between you and your fans
✦Identify key influencers
✦Comparing all important metrics to the competition

96. In a nutshell
TRACK ACTION
✦Merge different tools
✦Traffic sources
✦participation funnel
✦Sharing
✦Give a value to actions

97. QUESTION
AND
ANSWER
Thomas Van Roy
@thombtm

98. Thank you
for your
attention