Presentation at Measurefest 2014 by Beth Granter at Brilliant Noise. Monitoring, engagement, publishing and measurement tools. Free tools and paid-for tools. Functionality checklists. Links to these tools and lots more at http://delicious.com/bethgranter/tools

1. Tools for social media
research and measurement
Measurefest
Beth Granter
October 2014
@bethgranter
brilliantnoise.com

2. Hello!
I’m Beth Granter.
I’m a digital consultant
at Brilliant Noise.

4. Tools for research &
measurement

5. What I’m going to talk about
- People (3%)
- Process (5%)
- Tool selection - functionality checklist (35%)
- Paid measurement tools (5%)
- Free tools for social media research (45%)
- Funny animals (7%)

6. People
Community manager/
moderators/customer service
Engage Publish
Analyst/insight team/
researcher
Content strategist/
copywriter/design/
editor
MeasureMonitor

7. Process
Publish
Monitor Measure
Engage

8. Tool functionality
checklists…

9. Tools are merging
Publish
Monitor
Engage Measure

10. Monitor
- Public online content
- Your social profiles (Facebook & Twitter accounts)
- Alerts
- Speed of data capture
- Audience demographic data

11. Publish
- WYSIWYG content creation
- Planning (calendars)
- Scheduling
- Workflow (approvals, version control)
- Publishing

12. Engage
- Workflow (assigning, approvals)
- Roles
- CRM integration
- Responding

13. Measure
- Keyword volumes
- Topics
- Sentiment
- Content engagement data (retweets, shares, impressions)
- Social profile data
- Rules for auto-tagging
- Export CSV
- Workflow data

14. Our focus today
Publish
Monitor
Engage Measure

15. Make your own
functionality
wish-list &
prioritise

16. You’re not
supposed to be
able to read this…

17. Paid-for buzz monitoring
& measurement tools
- Argyle Social
- Brandwatch
- Conversocial
- Crowdcontrol
- DivvyHQ
- GatherContent
- Hootsuite
- Involvr
- Lithium
- Radian6 / Salesforce social hub
- Spredfast
- Sprout Social
- Sysomos
- Visible Intelligence
- Wildfire

18. Paid-for buzz monitoring
& measurement tools
Almost always:
- Volume by theme
over time
- Top sites
- Top authors
- Top tweets
- Top news articles
- Trending topics
- Sentiment
- Top countries
Sometimes:
- Demographics
- Channel metrics
(followers, fans etc.)
- Facebook page
content data
- Rules to auto-categorise/
tag
mentions
- Top cities

19. 19

20. Monitoring -
free tools for
research

21. Tools for research (monitor)
To discover:
- who is talking about a topic
- what is being said
- when and where relevant conversations happen

22. Google trends
- Search volumes
- Locations
- Time ranges
!
- Competitor analysis
- Related terms
- Forecast

23. Google
AdWords
- Input known audience data
(interests)
- Get a list of websites, apps
and videos they’re most likely
to see
- Limited to Google Display
Network

24. Twitter
analytics
- Actual impression data!
- Owned accounts only
- Engagements combine
clicks, retweets, replies,
follows and favourites
- Engagement rate is
engagements per
impression

25. Twitter
analytics
- Per-tweet specific
engagement data
available in export
- Cannot change date
range - 28 day history
only

26. Twitter
analytics
- Cannot export follower
data
- Follower count
backdated to July 2012
- Scale makes it hard to
see peaks
- Cannot change date
range

27. Facebook
audience insight

28. 28
Facebook audience
insight
- ADD THIS

29. 29

30. Topsy
- Find top tweets and
influencers
- Filter results by tweeted
photos, links and videos

31. Topsy
Compare volumes of
mentions over time -
phrases, topics, users,
competitors

32. 32
Tweriod
- When do your
followers tweet?
- When do you get
the most @replies?

33. Twittercounter
33
- Measure volume of
followers over time
- Up to three months
history free
- Competitor analysis
- Paid options to export
data & track ongoing,
track unfollows

34. 34
Tweetstats
- When did an account
tweet? By month, day
and time.
- Who do they @mention
the most?
- Who do they retweet
the most?
- Word cloud of their
tweets

35. Section Header
Followerwonk
About your followers or
those you follow:
- Location
- Follower count
- Account ages
- Recencies of tweets
- Total tweets
- Languages

36. 36
Followerwonk
About your followers or
those you follow:
- % retweets within
tweets
- @mentions outbound
- Authority
- Gender
- Most active hours
- bio wordcloud

37. Section Header
Followerwonk
- Twitter user search
- Regional limit
- Sort results by
followers
- Export data (paid)

38. In summary…
- People - think about who’s going to be using the tools
- Process - think about how they’re going to use them
- Checklist - make your own detailed requirements list and prioritise
- Score paid tools against your list
- Consider a suite of tools vs a single tool
- Use loads of free tools to get to know your audience!

39. 39
Thanks!
!
Links:
http://delicious.com/
bethgranter/tools
!
@bethgranter
brilliantnoise.com
!
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