The document discusses social media monitoring and measurement. It defines monitoring as watching conversations to determine a course of action, while measurement is quantifying online activity to establish success. Key differences between monitoring and measurement data are explained. Recommendations are provided on tools for both monitoring and measurement, and how to set goals and select appropriate reports.
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Update: See http://www.slideshare.net/oej/morecrypto-with-tis-version-20
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In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
Using Measurement Tools to Gain Insights into your Social Media AudienceDr Matt McDougall
My presentation that I delivered at SES Hong Kong (21st Sept 2011).
Interesting case study on Mercedes-Benz using social media analytics to determine social media engagement, share of voice, geographic coverage and volume of online buzz (only a few of the many data points from the research)...
A useful presentation for people wanting more information about this type of technology.
Dr Mathew McDougall's SES presentation (Sept 22nd, Hong Kong). A presentation outlining the difference between monitoring and measurement in social media. Specifically, exploring a Chinese social media analytics technology known as "SIP:Enterprise"
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Many organizations are still having a hard time getting started with Social Media.
This slide uses a fictitious example to walk you through our Best Practices process, OASIS.
"Media Temporalities: Genre, Queer Space, and Digital Archives in Transition"
Media in Transition 6 - MIT
April 25, 2009
A part of the above panel. I moderated; this is not my own presentation!
Transmedia Noir: Genre Continuity and Transformation Across Media
Louisa Stein
Louisa Stein is Assistant Professor of Film, Television, and New Media at San Diego State University. She has published essays on genre and on audience use of digital media. She is coeditor of the collection Teen Television: Essays on Programming and Fandom. Her current book project is entitled Millennial Noir.
Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009Simon Young
iJump social media explorer Simon Young's presentation to first year marketing students at Otago University in Dunedin, New Zealand.
It tells the story of the revolutionary times we're in, and what companies must do to survive and adapt. Social media plays a part, but so does organisational culture.
We need to protect our Internet communication - from basic web surfing to IP telephony, E-mail and Internet of things. This presentation gives some background and introduces one of the core security protocols - TLS, Transport Layer Security. This presentation is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License.
Update: See http://www.slideshare.net/oej/morecrypto-with-tis-version-20
How do our work spaces impact our productivity? How can we enhance collaboration within (and across) geographically dispersed teams? This presentation merely poses these questions, provides some links to further information on the topics, and serves as a leaping-off point for discussion.
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
Using Measurement Tools to Gain Insights into your Social Media AudienceDr Matt McDougall
My presentation that I delivered at SES Hong Kong (21st Sept 2011).
Interesting case study on Mercedes-Benz using social media analytics to determine social media engagement, share of voice, geographic coverage and volume of online buzz (only a few of the many data points from the research)...
A useful presentation for people wanting more information about this type of technology.
Dr Mathew McDougall's SES presentation (Sept 22nd, Hong Kong). A presentation outlining the difference between monitoring and measurement in social media. Specifically, exploring a Chinese social media analytics technology known as "SIP:Enterprise"
Social Media404 Oasis Social Media Best PracticesJohn Sheridan
Many organizations are still having a hard time getting started with Social Media.
This slide uses a fictitious example to walk you through our Best Practices process, OASIS.
Social media training for Otago Southland Employers AssociationRebecca Caroe
Businesses need to understand both WHAT and WHY social media may help or hinder their business marketing. This deck explains the basics so you can make up your own mind.
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1. MEASURE THIS!
The No B.S. Guide To Social Media
Monitoring & Measurement
Social Media Integration Conference
SMIATL
September 16, 2011
Atlanta, Ga.
2. What We Need To Know
Monitoring & Measurement
•The differences between the two
•What types of data each effort provides
•What each can do for your organization
•So we can set goals for them
social media explorer
3. Let’s Define
Monitoring is ...
watching or listening to conversations in
order to determine a course of action
Measurement is ...
quantifying or qualifying online activity to
establish success, failure or comparison
social media explorer
4. What the analysts say
•Define requirements first
•Develop your social media
playbook
•Make you own measurement
Courtesy: The Altimeter Group. Used with permission. framework
social media explorer
5. What the analysts say
Courtesy: The Altimeter Group. Used with permission.
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6. Key Takeaway ...
•What does monitoring mean for my organization?
•What does measurement mean for my organization?
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7. If You’re Monitoring ...
•Protect your reputation
•Facilitate customer support
•Invite innovation
•Build trust
•Market through conversation
•Gather business intelligence
social media explorer
8. If You’re Measuring ...
•Measure sales/leads
•Measure cost savings
•Measure customer satisfaction
(The three business metrics!)
social media explorer
9. If You’re Measuring ...
•Improve branding & awareness
•Protect/Improve reputation
•Build community/advocacy
•Increase customer satisfaction
•Harvest research
•Drive sales/leads
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10. Key Takeaway ...
None of these things happen if you don’t first
know what you’re trying to accomplish!
Image by Mare Kiliasz on ShutterStock.com
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11. Monitoring Data (KPIs)
• Volume of conversation • Related topics
• Sentiment & tone around • Influential voices
your brand
• Location of conversations
• Conversational
marketshare • Brand mentions
• Competition comparison • Service issues/needs
• Audience characteristics • Real-time opportunity
social media explorer
12. Measurement Data (KPIs)
Website metrics • Social audience metrics
• Traffic • Fans/Followers/Friends
• Social outpost traffic • Outpost activity
• Conversions • User-generated content
• Sales • Comments
• Leads • Ratings/Reviews
• Downloads • Volume of conversation
• Search metrics • Sentiment & tone
• Rankings • Conversational marketshare
• Backlinks • Competition comparison
• Share metrics • Audience characteristics
• Bookmarks
• Shares • Referrals
• Click throughs
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13. Key Takeaway ...
Monitoring metrics ...
tell you who is saying what, when and
where
Measurement metrics ...
tell you what you’re getting out of it
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14. Recommendations ...
• Select the monitoring service that provides
results/functionality you want for your
monitoring efforts
• Select a measurement service or metrics that
provide results for your selected goals
• Sales & Conversions? Web analytics package
• Reputation management? Monitoring service/research
tool
• Customer service routing and assignment? Monitoring
service with workflow built in
• Search engine rankings? SEO tool that monitors and
reports rankings, trends, changes, etc.
social media explorer
15. To Activate, We Need To ...
•See the tools
•Understand what each does
•Know how to set them up
•Know what reports we can get out of
them
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16. Free Monitoring Solutions
• Google Alerts
• Twitter Search
• Social Mention
• PeopleBrowsr (freemium)
• IceRocket
• uberVu (freemium)
• BoardTracker
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17. Problems With Free
• Limited data
• Limited functionality
• Most reporting is manual
• RSS
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18. Paid Monitoring Solutions
• Alterian SM2
• Lithium Social Media Monitoring
• Radian6
• Sysomos
• Trackur
• Visible Technologies
• Dozens more
social media explorer
19. Online Research Solutions
• ConsumerBase
• Listen Logic
• Spiral16
• Crimson Hexagon
• Collective Intellect
• Cymfony
• MotiveQuest
• Nielsen Online
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20. The Hardest Part Of The Tools
• Setting Up Your Searches
• Insist on assistance
• Expect trial and error
• Be patient
• Understand 100% accuracy is
not possible
Image by Helder Almeida on ShutterStock.com
social media explorer
21. Speaking Of Accuracy
• Sentiment analysis
• Random keyword
coincidences
• Totality of web not possible
• Variations in results
• Think averages and trends
sxch.hu
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22. Measurement Reminders
• Remember what we are trying
to accomplish
• Select reports that reflect the
key performance indicators of
those goals
• Produce different reports for
different stakeholders
• Automate as much as you can
Image by Rudyanto Wijaya on ShutterStock.com • Contextualize with summary
social media explorer
23. The ROI Pyramid
Courtesy: The Altimeter Group. Used with permission.
social media explorer
24. Reports
• Pretty PDFs of the service’s top
line metrics
• CSV/Excel exports you can build
yourself
• Screen captures of key charts/
graphs
• Don’t forget the executive
summary
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25. Vendor Reporting
Easy Reports Workload Reports
(Less Customizable) (Manual)
• Sysomos • Export data
• Radian6 • Produce spreadhseets
• Lithium SMM • Written report with
screen shots/charts as
• Social Mention images
• ViralHeat
social media explorer
26. Reporting Solutions Emerging
•SWIX (swixhq.com)
•Sprout Social (sproutsocial.com)
•Social Report (socialreport.com)
•ValueVine (valuevine.com)
social media explorer
27. Automatic vs. Manual
• Automatic can produce disparate
reports (style, data, etc.)
• Manual is time consuming
• Automatica can offer real-time data
checks
• Manual is time consuming
• Automatic is easier
• Manual is time consuming
social media explorer
28. Key Takeaway ...
• Don’t forget why we’re
measuring
• Tie reporting to your goals
• Report the business metric first,
KPIs after
• Produce different reports for
different stakeholders
Image by Rudyanto Wijaya on ShutterStock.com
social media explorer
30. Content Measurement
•Website •Advertisements
•Blog •Direct Mail
•Tweets, Posts, Blahs •Annual Reports
•Newsletters
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31. Define Your Content Qualities
•Whoʼs it for?
•Whereʼs it placed?
•Whatʼs its purpose?
•Whatʼs the point?
social media explorer
32. What those mean ...
•Audience
•Channel
•Purpose
•Call-To-Action
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33. Website
Audience
Public
Purpose
Present product or service
Call-To-Action
Buy/Download/Subscribe
social media explorer
34. Blog
Audience
Qualified Public
Purpose
Establish Authority, Organic
Push, Rank in SERPs
Call-To-Action
Subscribe, Join, Buy,
Download, Share, Link
social media explorer
35. Email/Direct Mail
Audience
Customers, Qualified Leads
Purpose
Drive Trial, Drive Sales, Drive
Referrals, Engage
Call-To-Action
Call, Schedule, Buy,
Recommend, Respond
social media explorer
36. Online Media/PPC Advertising
Audience
Purchase-Ready Qualified
Leads
Purpose
Drive Sales, Drive Leads, Build
Awareness*
Call-To-Action
Buy, Call, Download
social media explorer
37. Twitter
Audience
Interested Public
Purpose
Establish Authority, Engage or
Humanize, Organic Push,
Customer Service
Call-To-Action
Follow, Subscribe, Respond,
Retweet, Buy, Call, File Ticket
social media explorer
38. Facebook/Google+
Audience
Interested Public
Purpose
Engage or Humanize, Organic
Push, Customer Retention
Call-To-Action
Respond, Comment, Buy, Call,
Provide Feedback, Participate
social media explorer
40. The Key To It All
• Set Goals
• Translate to Calls-To-Action
• Measure That
• Trend & Track other PIs
• But don’t get distracted!
social media explorer
42. Your Turn!
We’re Going To Build A Scorecard!
•Weʼre going to give you
the overarching
objectives
•Youʼre going to come up
with some strategies
•THEN…Most
importantly…Some
metrics to track against
those strategies!
social media explorer
43. And The Objectives Are ...
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+",#-).*
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44. Thank You!
JASON FALLS CHUCK HEMANN
@JASONFALLS @CHUCKHEMANN
SOCIAL MEDIA EXPLORER EDELMAN DIGITAL
social media explorer