John Blue - Social Media Measurement - What You May Already Have and Other Low Cost Tools

Social Media
Measurement -
What You May Already
Have and Other Low
Cost Tools
1Tuesday, June 30, 15
Good morning,
Social Media Measurement

Truffle Media
Ned Arthur, Director of Sales and
Content Development
John Blue, Chief of
Community Creation
Hi, My name is John Blue and I work at Trufﬂe Media Networks, an agriculture media company focused on agriculture animal health
issues.

Thanks to the Agriculture Relations Council for
the opportunity to provide you information you
can use.
Thanks to the Agriculture Relations Council for
the opportunity to provide you information
you can use.

What questions do you
have now that you want
answers to?
Short activity: I have handed out index cards, please use them to write these down, I will ask about these later.

1793 The Pennsylvania Evening Post becomes America's ﬁrst
daily newspaper.
1851 Selling for a penny a copy, the New York Times debuts.
1885 William Dempster Hoard wrote his issue of a "journal
devoted to dairy farming.
1962 Agri-Marketing magazine started
1984 United States newspaper circulation peaks at 63 million
people
191 Years
Before we start, I want to share a perspective: It took 191 years to get from ﬁrst American
paper to a newspaper with a peak circulation of 63 million people.

1995 The American Reporter ﬁrst daily newspaper on Internet
2004 Podcasting started
2004 Facebook launched
2005 YouTube launched
2006 Twitter launched
2010 Facebook passed 63 million US people
15 Years
In contrast to newspaper, It took 15 years to go from the ﬁrst internet newspaper to get to a
single digital service having 63 million users.
The speed of technology adoption and use will continue to be fast.

Landscape
Media use over the last 20 years has changed.
People have moved from utilizing media based on time and location to discovering
and ﬁnding information in real time through multiple channels and various sources of
authority.
Information media has become time free, virtual, digital, and very participatory. (next)

Today the way people receive information is far greater than 20 years ago; And there is more
noise.

Why Social Media?
Why do people use social media?
People love to share what they are doing

Why Social Media?
People want to be entertained.

Why Social Media?
Some people want to help.

Why Social Media?
And others want attention.

Why Social Media?
And, yes, people want to make money using media.

So, if I use social media, how do I know if it is working?

When you ask if something is “working”, there is an implied sense of expectations that need
to be met. Some would say there are some goals you are aiming to achieve.

What are some goals
you would would
consider in a PR
campaign?
Think about some goals a PR campaign might have.
Please write some of these down.

To know if your goals or expectations are being met requires knowing where you are
periodically.
You need to have some measures over time.

Chris Penn with Shift Communications says - “If you don’t have a clearly deﬁned, measurable goal,
then all of your attempts to measure PR will be miserable failures.” http://agtoday.us/1SH9af7

For those goals you just
wrote down: Now write
down how you would
measure progress
toward those goals.
Think about how to measure progress toward goals. Write them down.

Some other reasons why we measure: We all want to know how we are doing compared to
other things we value. We want to know our return on investment was worth it. We want to
improve. We want to aim for goal driven activities.

Nikki Haley, South Carolina
Governor, Calls for Removal of
Confederate Battle Flag - NY
Times
http://sharetally.co/141979/
Example measure in media
Nikki Haley, South Carolina Governor, Calls for Removal of Confederate
Battle Flag

After Charleston, A Battle
Against The Confederacy Is
Waged Nationwide -
BuzzFeedNews
http://sharetally.co/141981/

These media companies use these kinds of metrics to compare with their competitors. They
are also the starting point of conversations with advertisers.

Here is a bit of history of media metrics sources.
Nielsen, Arbitron, and circulation audits were key metric resources of
media & PR.
Detail metrics were difficult to capture and analyze.
Time cycles were measured in quarters and months.

2013's Complex Social Media Landscape in One Chart
http://agtoday.us/1LrJMZN
Today: Good: Digital metrics are easily available from a variety of sources.
Bad: There are more opportunities for collecting data than is possible to absorb or
understand
Work is required to connect goals to measurement.
Time cycle is now measured in minutes, seconds, & milliseconds.

Write down the social
networks you actively
participate in
personally.
Write down the social networks you actively participate
in personally; more than three times a week. {wait then
next}

Write down the social
networks you actively
participate in
professionally.
Write down the social networks you actively participate
in professionally; more than three times a week.

Ask who actively use Facebook, then Twitter, then G+,
then LinkedIn, then SnapChat.

What are some of the resources at hand to measure social media?

These next set of images are to help people know what the social channels&tools have to
offer in term of metrics or data points that can be leveraged in campaigns.

$
Google Analytics
Twitter analytics
Facebook metrics
Bitly links
YouTube metrics
$ low cost or close to free. There are other low cost data sources, these are some of the
easiest to use & get info.

Google analytics is a basic free service that all website should have installed. It provides key
web metrics. In the social space you can see what social channels are directing traffic to your
web site.

Facebook offers Insights, a resource to share a large amount of data & summary metrics
beyond just likes, comments, shares, etc. Be warned that the data provided is more than one
can use effectively without focus.

This link
Becomes
shorter
http://www.nytimes.com/2014/05/12/us/
a-lesson-in-farming-classroom-to-
cafeteria.html
http://bit.ly/1mN2FLx
Bitly is not a social channel but is a resource many people use on social channels. It
transform a long web link (URL) into a short compact web link. Bitly offers public metrics for
all their shortened URLs.

http://bit.ly/1mN2FLxBitly link
https://bitly.com/1mN2FLx+Bitly link
stats, add a
plus sign
Data on the clicks of this short link, metrics on when clicks occurred, where were they shared (social media), and
who shared this link via a bitly is available. In this example, I see Jim Chen shared this link. Who is he and is there
a connection to this topic (agriculture) that I might ﬁnd useful?

http://bit.ly/1mN2FLxBitly link
agtoday.us/1g8xyHu
http://binged.it/4Hi4Ha
http://nyti.ms/1f6Qio4
Bitly offer custom URLs
FYI, Bitly short links have may forms. Bitly offer custom URLs, and they are used in many places. But they all can
be reviewed behind the scenes by adding that plus sign and looking at the stats page to see more.

For your own Bitly account, you can get insight on links used in a status board like this.

Twitter offers data on tweets like impressions and engagements (RT, favs, replies, follows,
clicks, etc). This data is also exportable.

YouTube provides an interface to see metrics on videos on you account.

$$
Social Bro
SumAll
HootSuite
DataSift limited
Email services like
MailChimp
TweetReach limited
These next set of tools are inexpensive ($10 to $50 per month) and connect with or work
with social networks like Facebook and Twitter to help support efforts to engage people and
measure that engagement.

Social Bro uses the Twitter system to bring back data and chart them in a visible form. Social
Bro is also useful for organizing and analyzing groups of people on Twitter.

SumAll is a utility service that aims to make looking at metrics from multiple sources easier
to do.

The power of SumAll is seeing data from all the channels in a single spot. This allows us to
ask questions about what is happening ex, who retweeted our posts and are they candidates
for further outreach?

DateSift is a service that can tap into many different kinds of data streams for analysis by other programs.
For example:
A company has just released a new product. Use DataSift to track what people are saying about the product as well as their comments about photos,
videos, and reviews of the product.
Note: DataSift is a very tech and requires some programming expertise to really use well.

MailChimp, as an email service provider, can provide metrics on how people are interacting
with your emails. MailChimp offers indicators on how email up[dates have been shared
socially and what links have been clicked, a very valuable engagement indicator.

TweetReach allows you to look at a hashtag on Twitter to see engagement and reach /
impressions. It is low cost in their one time use option (get a report on a hashtag right now)
and is higher cost on the month to month monitoring.

$$$$$
Nuvi
SalesForce Radian 6
Brand Watch
DataSift
HootSuite UberVU
These services are the higher end tools, with costs in the $500/month or more. They offer
functionality to help capture, analyze, and organize data plus integrate into other large scale
systems like Salesforce. I am not going to go thru these but I wanted you to know they exists.
Nuvi is the tool used by the NCBA and is mentioned in the 5 ways to BEEF up your media
monitoring.

Example: Smart Animal: Example of how digital and social media measurements were part of
a company’s work ﬂow. In Mar 2013 there was no website and no product to sell (but product
was in the queue)

Smart Animal, a positive animal training technoloy company, knew they needed to start on
digital activity. The ﬁrst challenge was to start a website with useful information. Additionally,
Facebook was something they felt they needed, possibly along with Twitter.

The blog started March 31, 2013, Facebook page June 2013, Twitter active April 2013, and
YouTube initial use in September. Remember, there was no product for sale at this time.

The main goal of FB, Twitter, and the blog was to generate “awareness” with the measures
being the simple data pints of FB likes & shares, Twitter re-tweets, at replies, and follows; and
for the blog page views as provided by Google analytics. The data was reviewed weekly early
on and monthly. {next}

in 12 months: FB likes went to 10,000, Twitter followers to ~5000, Social posts drove ~50% of
the blog traffic. On FB the number of people sharing stories about SA was ~15,000 for 12 months.
{next}

In the year they did this work, the Smart Animal team worked to better understand how FB,
Twitter, and YouTube work so as to ask deeper questions of their efforts. They use Google
Analytics to dig into inbound traffic and understand what content sources are more popular
based on the time on page metrics (indicator of how long one reads).

#BlogPawsChatx
#BlogPaws
Part of Smart Animal goal for 2015 was to launch a Kickstarter to improve some design and
software for positive animal training. Key goals was to make connections with people
involved with pets and social media to help generate awareness about the Kickstarter. {next}

#BlogPawsChatx
#BlogPaws
Key measures was to go into the conference with 30 opportunity connections and come back
from the conference with 10 to 15 qualiﬁed pet social media people connections from
BlogPaws, a social media conference focused on pets & social media with about 400 to 500
people attending. {next}

#BlogPawsChatx
#BlogPaws
To get connection going into the conference, Walter, a great dane, participated in weekly
#BlogPawsChat (Tues evenings 8-10pm ET). The participation helped identify people
attending based on their posts. Twitter was mined to pull out the top 30 accounts (based on
number of posts) that participated and make direct outreach before the conference. {next}

#BlogPawsChatx
#BlogPaws
tools used included Social Bro, Twitter analytics, and Google Analytics. {next}

#BlogPawsChatx
#BlogPaws
Results: Attending the BlogPaws conference came away with 20 personal connections from
which four people took on writing more about Pet Tutor. The goals 30 opportunity
connections going in; 10 to 15 qualiﬁed coming out.

https://storify.com/trufﬂemedia/tractors-make-the-tweet-tractortweets120
Another example: This is an event focused campaign sponsored by New Holland
@newhollandag. The goal: get people (more the better) to tweet #TractorTweet120 with a
small tractor given to every #NAMA15 attendee (950 tractors handed out). Contest was used.
{next}

https://storify.com/trufﬂemedia/tractors-make-the-tweet-tractortweets120
Behind the scenes they could also gain data points on impression reach and collect info on
everyone who had an engagement. NAMA focused tweets were over 175 on approx 1600
tweets during the event.

Chris Penn with Shift Communications says -
“If you don’t have a clearly deﬁned, measurable goal,
then all of your attempts to measure PR will be
miserable failures.” http://agtoday.us/1SH9af7
Key take aways:
Know what tools you have at your disposal and what data points they can collect.
Set your goals and align them with the tools so that data is being collected along the way to measure progress.
Loop regularly to insure the questions you have are getting data points so they can be answered.

Truffle Media
Questions?
Questions?
Pull questions from the audience based on what they wrote down as a prompt.

And if you still wonder what social media is, this “Social Media Explained via Donuts” can help.

Contact Information
info@TruffleMedia.com
@TruffleMedia
TruffleMedia.com/Facebook
(877) 558-7833
TruffleMedia.com
Contact Truffle via Phone: (877) 558-7833, Twitter: @TruffleMedia, Facebook: TruffleMedia.com/Facebook, and web:
TruffleMedia.com.

Truffle Media
Ned Arthur, Director of Sales and
Content Development
John Blue, Chief of
Community Creation
Close on Trufﬂe team.

Thanks
Thanks again for your time.

John Blue - Social Media Measurement - What You May Already Have and Other Low Cost Tools

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John Blue - Social Media Measurement - What You May Already Have and Other Low Cost Tools