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Swissnex / Swiss Academia 2012, Second Annual Meeting



Social Media
Monitorin and
Reporting!
MIKE !
SCHWEDE!
Sabbaticalist, Entrepreneur, Social Media Strategist,
Communication Consultant, Speaker.

Lecturer @fhhwz, @mazluzern, @somexcloud.

1998-2011 Goldbach Interactive:




@mikeschwede   http://mike.schwede.ch   mike@schwede.ch
warm
  up!!
„EPFL is pretty social“!

                                                                    a. EPFL: !13’113!
                                                                    b. ETH: !11’273!
                                                                    d. UniBL: !4’974!
                                                                    c. UniBE: !4’019!
                                                                    e. HWZ: !861!




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                       4!
HWZ: Twitter driven!
HWZ




Uni Basel




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   5!
EPFL Blogs
                                                   Clean Space
                                                    One Video




         Tweets: 6.5 million impressions
                                                                    MIMO




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !          6!
Agenda!
… Basics!
… Reporting Example (Earned Media)!
… Monitoring Tools in Action!
… Measuring Owned Media!
… Social Media Scorecard!
… Organization & Costs!
… Q&A!
8!
Consumer trust in...!
              Reccomendation from people I know                                                92%

                     Cosumer opinions posted online                                      70%

   Editorial content such as newspaper articles                                        58%

                                          Branded Websites                             58%

                                       Email I signed up for                      50%

                                                      Ads on TV                   47%

                                        Brand sponsorships                        47%

                                           Ads in magazines                       47%

         Billboards and other outdoor advertising                                 47%

                                           Ads in newspaper                      46%

                                                   Ads on radio                  42%

                     TV program product placements                           40%

               Ads served in search engine results                           40%

                                             Online video ads               36%

                                   Ads on social networks                   36%

                                          Online banner ads                33%

                        Display ads on mobile devices                      33%

                             Text ads on mobile phones                     29%


Quelle: Nielsen Global Trust in Advertising Survey / worldwide / Q3 2011
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                    9!
The real conversion process!
 Theory                                                                  Real world

              Advertising!

                            Website!


                                                            Booking a trip: 12x Google, 21 Travel Sites, 29 Days!

                             Customers!                   à Social Reach
                                                                    Generate as much as (positive and relevant)
                                                                    buzz about your brand.!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                   10!
Trust!



                                                          Social Media
                                                         Monitoring Tools!
               Earned
               Media                                                           Social Media
                                                                             Management Tools / !
                                                                               Web Analytics!
                                                               Owned
          WOM, Buzz, Forums,!
          Third party Blogs etc.!                              Media
                                                                                   Paid
                                                     Website, own Blog,!
                                                     Twitter, Facebook!
                                                                                   Media
                                                       Web Analytics / Ad         Advertising…!
                                                          Management!
    Forrester, 2009!
                                                                                     Controlle!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                   11!
…  Social Monitoring
   Basics!
How does it work?!
   Social Web (Blogs,                Searching for articles &       Structure them by brands   Generate nice looking graphs for the
   Twitter, Foren, News,...)         posts with keywords            and topics                 management




                                                                                               Work on the posts structured




                                                           Action



Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                                13!
Challenge: Volume!
Example Sysomos MAP


•  61.1 Billion Documents saved!

•  110 Mio. Blogs with 

      1.25 Mio. new articles per day!

•  12-15 Mio. Forum posts per day!

•  Twitter: up to 25‘000                                            Tweets per second!

Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                        14!
What to track?!
                                                                     Sub Brands,
                                 Brand Name                           Products,
                                   (most important)                    Product
                                                                    Groups, Labels

                               People
                            (Management,                              Important
                               Board)                                  Suppliers
                                   (most important)




                                                                    Topics, Issues
                               Competitors
                                                                    & Campaigns

Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                    15!
Setup example Migros!

                                                                        Migros




         Brands                    Labels              Product Brands            Competitors   Topics              Issues



             Migros:
         Migros OR "Ein M                                                                                          Negative topics:
                                                                                               Sustainability OR    Migros AND
          besser" OR "M             Aus der Region              M-Budget                Coop     ecology OR …
                                                                                                                     poisoning
            Cumulus"



              LeShop…                  Bio Suisse                   …                   Aldi        Service           Palm oil




           M-Electronic…                    …                                            …      Product Range               …




                 …                                                                                      …




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                               16!
Application Example!
Fundamental Analysis for a (social media)
stragegy!
                                                                    Reports, Adhoc

                                                                    Social Media Measurement!
Marketing Reports mit with quantitative and
qualitative insights!


Crisis Monitoring and Reputation Management!


Customer Care / CRM!

                                                                    Tool, permanent

Market Research for optimizing Sales, Products,                     Social Media Engagement!
Communication,…!


Sales and Lead Generation


Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                     17!
…  Example Report!
  Earned Media
Overview!                                Report: Ebookers, worldwide, 30 Nov 2011 to 27 Feb 2012, mike.schwede, Source: Sysomos

Reach: Competitor Share of Voice: 5% ì                                       Engagement
                                                                              •  Favorability: 90%
5000
                                                                              •  Sentiment: -4% î
4000                                                                          •  Topics: Flight 32% ì
                                                                    News
3000                                                                          •  Traffic Drivers: Twitter ì
                                                                    Forums
2000                                                                          Cases & Issues
                                                                    Blogs     •  Cases: 188 ì
1000
                                                                    Twitter   •  Closed Cases: 164 ì
   0
                                                                              •  Negative Cases: 30% î
                Q4         Q3          Q2          Q1
                                                                              •  Main Topic: Website Usability
                                                                              Locations
Commentary of the Community Mgmt.
                                                                              •  Top Location: Germany ì
1.  We‘re gaining influence (Share of Voice
                                                                              •  Top Language: English ì
    and at Twitter Influencer)
2.  Sentiment dropped, more Cases                                                      10%
    concerning our accounting (!!!)
                                                                                       14%
3.  People like our deals and promotions
4.  Brand is strongly connected to Orbitz
5.  Personal ressources are limited. No                                                                76%
    readyness for a Shitstorm                                                         English   German       French
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                      19!
Reach & Influence!
Popularity                                                                         Source SoV: Blogs raising
                                                                    3!   2!              16%       14%
                                                     4!                       1!
                 5!



                                                                                             35% 35%



                                                                                          Blogs      News
                                                                                          Twitter    Forums
 Main Peak Driver was Traditional News!                                             Competitor SoV: 5% î
 1.  Hugely Popular Orbitz 50 Faves Facebook Game Is Ready for
                                                                                      5%
     Take-Off!                                                                     5%
 2.  Orbitz Worldwide and United Continental Holdings Extend
     Relationship!                                                                     23%
 3.  Travelers Extending Valentine's Day for a Romantic Getaway
     this President's Day Weekend, According to New Orbitz Insider                                  67%
     Index!
 4.  Orbitz Worldwide Supports Obama Administration Initiative to
     Increase International Tourism to the U.S.!
 5.  Orbitz Worldwide, Inc. to Participate at the Citi 22nd Annual                      Expedia      Orbitz
     Global Entertainment, Media & Telecommunications
     Conference!                                                                        Ebookers     Opodo
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                             20!
Engagement!
Topic SoV: Flights raising                                                      Topic SoV: Flights ì

             14%                                   Flights
                            32%
                                                   Hotels
        26%
                                                   Deals
                       28%                         Car Hire

Sentiment: -4% î                                                               Traffic Drivers: Twitter ì
   Twitter        1                          96                           3
                                                                                Forums
     News         03                          97

                                                                                   News
 Forums                     30                 46                   24


     Blogs             9         31                      60                      Twitter

  Overall              10             44                      46
                                                                                   Blogs
                0%          20%        40%         60%        80%        100%
                                                                                              0        200   400   600   800
                   Negative            Neutral       Positive                   (Traffic-Zahlen erfunden)
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                        21!
Cases & Issues!                                                     (Invented)

Actual Watchlist: 8                                                              Key Facts
                                                                                 •  Cases: 188 ì
                                                                                 •  Closed Cases: 164 ì
                                                                                 •  Negative Cases: 30% î

                                                                                 Main Topics: Website Usability
                                                                                                         Website
                                                                                 6%    15% 15%           Delays
                                                                                                         Accounting
                                                                                               21%
                                                                                                         Pricing
                                                                                                         Ideas
                                                                                 11%    32%
                                                                                                         Hotels




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                  22!
Locations!




Languages                                                           Countries
         10%
              14%

                                    76%


               English         German           French


Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !               23!
Twitter in Detail!                                                  (Example, some for Blogs etc.)

                                                                                       Reach: 1.7 million impressions
                                                                     2!                Tweet Count: 1,481 (estimated)
                                                         3!                   1!
                                                                                       Peaks
                                                                                       1.  Séjours en promotion
                                                                                       2.  Séjours en promotion
                                                                                       3.  100.000 Euro Facebook-
                                                                                           Gewinnspiel


Influencer                                                                   Locations




                                                                             Topics




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                       24!
Core Metrics in Monitoring!
 Metrics                                               Description
 Posts (also Popularity)!                              Number of posts/articles!
 Impressions (also Viral Reach)! Number of Impressions!
 Share of Voice (SoV)!                                 Share of posts of a brand in comparison to the
                                                       competitors!
 Topic SoV!                                            Share of different topics related to a brand!
 Source SoV!                                           Share of different platforms / sources related to a brand!
 Word Cloud / Buzz Graph!                              Visualization of important keywords!
 Opinion Leader (also Super                            Authors / Users with high reach and influence related to a
 User or Influencer)!                                   brand or topic!
 Sentiment!                                            (Automated, mostly inaccurate) assessment if a post is
                                                       positive, neutral or negative!
 Traffic!                                               Website Visits due to Social Media Platforms (Twitter,
                                                       Facebook, Pinterest etc.)!
 Demographics!                                         Info about country, language, age, gender, profession etc. !




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                                                   25!
…  Monitoring Tools!
Quick‘n‘prettyDirty: Google Alerts!




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   27!
Usefull free: Social Mention!




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   28!
Netbreeze Community Report!




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   29!
Main tool evaluation criterias!
> Data and Filtering
      - Source coverage, especially in core markets (e.g. Asia)!
      - Language Filtering!
      - Country Filtering (based on social profiles!)!
> Usability
> Workflows
> Features based on social media processes !
> In-Sourcing vs. Out-Sourcing



Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   30!
Goldbach Interactive Review 2011!
à http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-report-2011   Stay tuned.
                                                                                                New report
                                                                                                  coming
                                                                                                   soon!
  Top Tools
     •  Sysomos Heartbeat: Interface, Source Coverage!
     •  Radian6:Twitter/Facebook Firehose, Console, CRM, Usability,
        Country filter!

  Great price-performance
     •  Viralheat: Solide Tool, no workflows!
     •  UberVu: Great Interface, strange source structuring!

  Raising stars 2011
     •  Brandwatch: Flexible Dashboard, Workflow finally!
     •  Engagor: Beste Interface, useful data interpretion!
 Alterian SM2, Visible, Meltwater, Infego Social Radar, Jive, Netbreeze, Position, Ethority,
 Netvibes, Lithium, Beevolve, Attensity, Custom Scoop, Tracur, Spiral16, Synthesio, Sprout
 Social, Arvator Services, Cision, Vocus, bc.lab, Brandchats, Dialogix!

Goldbach Interactive!                                                                                  31!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   32!
…  Measuring 

   Owned Media!
Facebook Insights =
detailed, but weird!!
Crowdbooster!
                                                                    Simple Tool: Great value
                                                                       for money / free!




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                              36!
Social Media Management
 Tools: > 1000 CHF / mt.!
…  Scorecard!
Overall context of reporting!
    Business Goals!

            Social Media Strategy & Objectives
            & Platforms!

                     Social Media Metrics!


                             Social Media Reporting!


                                     Sources & Tools!

Mike Schwede, Creative Commons 3.0 BY SA !              39!
Develop Reporting evolutionary!
                                                              > The responsible person creates a
        Marketing                                               report
         Report
                                                              > Gradual aggregation
                                                              >  Evolution: Start with the
                                               Facebook         concrete and important
   Editorial Report                                             (Facebook Report), add detail
                                                Report
                                                                (Content Report), and later
                                                                include Management Summaries
      Community
      Mangement                              Twitter Report
        Report
                                                                Summary
                                                                                  ROI Dashboard
                                                                Dashboard
                                              Blog Report


                                             Earned Media
                                                Report


     Detail Reports                      Platform Reports            Management Reports

Mike Schwede, Creative Commons 3.0 BY SA !                                                     40!
Social Media Scorecard!
http://wp.me/pKMmx-8Z

    Marketing & Communication! Support & Innovation!
    •    Reach                                      •  Support
    •    Engagement                                 •  Satisfaction
    •    Influence                                  •  Innovation
    •    Position
    •    Protection
                                             Social Media
                                               Strategy !

    Sales!                                          Organisation!
    •  Visitors                                     •  Empowerment
    •  Leads                                        •  Leadership
    •  Sales

Mike Schwede, Creative Commons 3.0 BY SA !                            41!
…  Organization!
Organization!
> Processes Embedded in your social media
  organization!
> Involve stakeholder early!



                                               Corporate
             Marketing                                              Customer Care   HR
                                             Communication




            Product                                  Market
                                                                        Sales       CxO
          Management                                Research




Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !                         43!
Costs and efforts!
Personal Investments are core

à Enough resources available?

à Can you define a useful application of social media
monitoring?!
Tools decrease manual efforts, but do not replace
them.!
Minimum of 10% FTE needed!
Setup 10-30 T CHF (depending on languages,
countries, topics/brands)!
Monthly Fees around 1 – 3 TCHF for pro tools,
50-200 CHF for simple tools!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !   44!
…  Q&A!
Mike Schwede, Creative Commons 3.0 BY SA !   46!
Fotocredits: tim geers




MIKE !
SCHWEDE!
Sabbaticalist, Entrepreneur, Social Media Strategist,
Communication Consultant, Speaker.

@mikeschwede M +41 78 600 888 2 W http://mike.schwede.ch

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Social Media Monitoring & Reporting

  • 1. Swissnex / Swiss Academia 2012, Second Annual Meeting Social Media Monitorin and Reporting!
  • 2. MIKE ! SCHWEDE! Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker. Lecturer @fhhwz, @mazluzern, @somexcloud. 1998-2011 Goldbach Interactive: @mikeschwede http://mike.schwede.ch mike@schwede.ch
  • 4. „EPFL is pretty social“! a. EPFL: !13’113! b. ETH: !11’273! d. UniBL: !4’974! c. UniBE: !4’019! e. HWZ: !861! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 4!
  • 5. HWZ: Twitter driven! HWZ Uni Basel Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 5!
  • 6. EPFL Blogs Clean Space One Video Tweets: 6.5 million impressions MIMO Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 6!
  • 7. Agenda! … Basics! … Reporting Example (Earned Media)! … Monitoring Tools in Action! … Measuring Owned Media! … Social Media Scorecard! … Organization & Costs! … Q&A!
  • 8. 8!
  • 9. Consumer trust in...! Reccomendation from people I know 92% Cosumer opinions posted online 70% Editorial content such as newspaper articles 58% Branded Websites 58% Email I signed up for 50% Ads on TV 47% Brand sponsorships 47% Ads in magazines 47% Billboards and other outdoor advertising 47% Ads in newspaper 46% Ads on radio 42% TV program product placements 40% Ads served in search engine results 40% Online video ads 36% Ads on social networks 36% Online banner ads 33% Display ads on mobile devices 33% Text ads on mobile phones 29% Quelle: Nielsen Global Trust in Advertising Survey / worldwide / Q3 2011 Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 9!
  • 10. The real conversion process! Theory Real world Advertising! Website! Booking a trip: 12x Google, 21 Travel Sites, 29 Days! Customers! à Social Reach Generate as much as (positive and relevant) buzz about your brand.! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 10!
  • 11. Trust! Social Media Monitoring Tools! Earned Media Social Media Management Tools / ! Web Analytics! Owned WOM, Buzz, Forums,! Third party Blogs etc.! Media Paid Website, own Blog,! Twitter, Facebook! Media Web Analytics / Ad Advertising…! Management! Forrester, 2009! Controlle! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 11!
  • 13. How does it work?! Social Web (Blogs, Searching for articles & Structure them by brands Generate nice looking graphs for the Twitter, Foren, News,...) posts with keywords and topics management Work on the posts structured Action Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 13!
  • 14. Challenge: Volume! Example Sysomos MAP •  61.1 Billion Documents saved! •  110 Mio. Blogs with 
 1.25 Mio. new articles per day! •  12-15 Mio. Forum posts per day! •  Twitter: up to 25‘000 Tweets per second! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 14!
  • 15. What to track?! Sub Brands, Brand Name Products, (most important) Product Groups, Labels People (Management, Important Board) Suppliers (most important) Topics, Issues Competitors & Campaigns Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 15!
  • 16. Setup example Migros! Migros Brands Labels Product Brands Competitors Topics Issues Migros: Migros OR "Ein M Negative topics: Sustainability OR Migros AND besser" OR "M Aus der Region M-Budget Coop ecology OR … poisoning Cumulus" LeShop… Bio Suisse … Aldi Service Palm oil M-Electronic… … … Product Range … … … Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 16!
  • 17. Application Example! Fundamental Analysis for a (social media) stragegy! Reports, Adhoc
 Social Media Measurement! Marketing Reports mit with quantitative and qualitative insights! Crisis Monitoring and Reputation Management! Customer Care / CRM! Tool, permanent
 Market Research for optimizing Sales, Products, Social Media Engagement! Communication,…! Sales and Lead Generation Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 17!
  • 18. …  Example Report! Earned Media
  • 19. Overview! Report: Ebookers, worldwide, 30 Nov 2011 to 27 Feb 2012, mike.schwede, Source: Sysomos Reach: Competitor Share of Voice: 5% ì Engagement •  Favorability: 90% 5000 •  Sentiment: -4% î 4000 •  Topics: Flight 32% ì News 3000 •  Traffic Drivers: Twitter ì Forums 2000 Cases & Issues Blogs •  Cases: 188 ì 1000 Twitter •  Closed Cases: 164 ì 0 •  Negative Cases: 30% î Q4 Q3 Q2 Q1 •  Main Topic: Website Usability Locations Commentary of the Community Mgmt. •  Top Location: Germany ì 1.  We‘re gaining influence (Share of Voice •  Top Language: English ì and at Twitter Influencer) 2.  Sentiment dropped, more Cases 10% concerning our accounting (!!!) 14% 3.  People like our deals and promotions 4.  Brand is strongly connected to Orbitz 5.  Personal ressources are limited. No 76% readyness for a Shitstorm English German French Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 19!
  • 20. Reach & Influence! Popularity Source SoV: Blogs raising 3! 2! 16% 14% 4! 1! 5! 35% 35% Blogs News Twitter Forums Main Peak Driver was Traditional News! Competitor SoV: 5% î 1.  Hugely Popular Orbitz 50 Faves Facebook Game Is Ready for 5% Take-Off! 5% 2.  Orbitz Worldwide and United Continental Holdings Extend Relationship! 23% 3.  Travelers Extending Valentine's Day for a Romantic Getaway this President's Day Weekend, According to New Orbitz Insider 67% Index! 4.  Orbitz Worldwide Supports Obama Administration Initiative to Increase International Tourism to the U.S.! 5.  Orbitz Worldwide, Inc. to Participate at the Citi 22nd Annual Expedia Orbitz Global Entertainment, Media & Telecommunications Conference! Ebookers Opodo Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 20!
  • 21. Engagement! Topic SoV: Flights raising Topic SoV: Flights ì 14% Flights 32% Hotels 26% Deals 28% Car Hire Sentiment: -4% î Traffic Drivers: Twitter ì Twitter 1 96 3 Forums News 03 97 News Forums 30 46 24 Blogs 9 31 60 Twitter Overall 10 44 46 Blogs 0% 20% 40% 60% 80% 100% 0 200 400 600 800 Negative Neutral Positive (Traffic-Zahlen erfunden) Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 21!
  • 22. Cases & Issues! (Invented) Actual Watchlist: 8 Key Facts •  Cases: 188 ì •  Closed Cases: 164 ì •  Negative Cases: 30% î Main Topics: Website Usability Website 6% 15% 15% Delays Accounting 21% Pricing Ideas 11% 32% Hotels Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 22!
  • 23. Locations! Languages Countries 10% 14% 76% English German French Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 23!
  • 24. Twitter in Detail! (Example, some for Blogs etc.) Reach: 1.7 million impressions 2! Tweet Count: 1,481 (estimated) 3! 1! Peaks 1.  Séjours en promotion 2.  Séjours en promotion 3.  100.000 Euro Facebook- Gewinnspiel Influencer Locations Topics Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 24!
  • 25. Core Metrics in Monitoring! Metrics Description Posts (also Popularity)! Number of posts/articles! Impressions (also Viral Reach)! Number of Impressions! Share of Voice (SoV)! Share of posts of a brand in comparison to the competitors! Topic SoV! Share of different topics related to a brand! Source SoV! Share of different platforms / sources related to a brand! Word Cloud / Buzz Graph! Visualization of important keywords! Opinion Leader (also Super Authors / Users with high reach and influence related to a User or Influencer)! brand or topic! Sentiment! (Automated, mostly inaccurate) assessment if a post is positive, neutral or negative! Traffic! Website Visits due to Social Media Platforms (Twitter, Facebook, Pinterest etc.)! Demographics! Info about country, language, age, gender, profession etc. ! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 25!
  • 27. Quick‘n‘prettyDirty: Google Alerts! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 27!
  • 28. Usefull free: Social Mention! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 28!
  • 29. Netbreeze Community Report! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 29!
  • 30. Main tool evaluation criterias! > Data and Filtering - Source coverage, especially in core markets (e.g. Asia)! - Language Filtering! - Country Filtering (based on social profiles!)! > Usability > Workflows > Features based on social media processes ! > In-Sourcing vs. Out-Sourcing Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 30!
  • 31. Goldbach Interactive Review 2011! à http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-report-2011 Stay tuned. New report coming soon! Top Tools •  Sysomos Heartbeat: Interface, Source Coverage! •  Radian6:Twitter/Facebook Firehose, Console, CRM, Usability, Country filter! Great price-performance •  Viralheat: Solide Tool, no workflows! •  UberVu: Great Interface, strange source structuring! Raising stars 2011 •  Brandwatch: Flexible Dashboard, Workflow finally! •  Engagor: Beste Interface, useful data interpretion! Alterian SM2, Visible, Meltwater, Infego Social Radar, Jive, Netbreeze, Position, Ethority, Netvibes, Lithium, Beevolve, Attensity, Custom Scoop, Tracur, Spiral16, Synthesio, Sprout Social, Arvator Services, Cision, Vocus, bc.lab, Brandchats, Dialogix! Goldbach Interactive! 31!
  • 32. Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 32!
  • 33.
  • 34. …  Measuring 
 Owned Media!
  • 36. Crowdbooster! Simple Tool: Great value for money / free! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 36!
  • 37. Social Media Management Tools: > 1000 CHF / mt.!
  • 39. Overall context of reporting! Business Goals! Social Media Strategy & Objectives & Platforms! Social Media Metrics! Social Media Reporting! Sources & Tools! Mike Schwede, Creative Commons 3.0 BY SA ! 39!
  • 40. Develop Reporting evolutionary! > The responsible person creates a Marketing report Report > Gradual aggregation >  Evolution: Start with the Facebook concrete and important Editorial Report (Facebook Report), add detail Report (Content Report), and later include Management Summaries Community Mangement Twitter Report Report Summary ROI Dashboard Dashboard Blog Report Earned Media Report Detail Reports Platform Reports Management Reports Mike Schwede, Creative Commons 3.0 BY SA ! 40!
  • 41. Social Media Scorecard! http://wp.me/pKMmx-8Z Marketing & Communication! Support & Innovation! •  Reach •  Support •  Engagement •  Satisfaction •  Influence •  Innovation •  Position •  Protection Social Media Strategy ! Sales! Organisation! •  Visitors •  Empowerment •  Leads •  Leadership •  Sales Mike Schwede, Creative Commons 3.0 BY SA ! 41!
  • 43. Organization! > Processes Embedded in your social media organization! > Involve stakeholder early! Corporate Marketing Customer Care HR Communication Product Market Sales CxO Management Research Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 43!
  • 44. Costs and efforts! Personal Investments are core
 à Enough resources available?
 à Can you define a useful application of social media monitoring?! Tools decrease manual efforts, but do not replace them.! Minimum of 10% FTE needed! Setup 10-30 T CHF (depending on languages, countries, topics/brands)! Monthly Fees around 1 – 3 TCHF for pro tools, 50-200 CHF for simple tools! Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 44!
  • 46. Mike Schwede, Creative Commons 3.0 BY SA ! 46!
  • 47. Fotocredits: tim geers MIKE ! SCHWEDE! Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker. @mikeschwede M +41 78 600 888 2 W http://mike.schwede.ch