Evaluating Social Media
Tools that Work for You
By TONY OBREGON
#socialintel2014
Twitter: @tonyobregon
A social media tool is whatever
makes your job easier.
An
App
Software as
a Service
Website
Online
Subscription
Social Net...
Many Reasons for Using Social Tools
• Monitor online perceptions and enhance brand reputation online
• Engage key audience...
Luckily, there is no shortage of social media tools.
Twitter 3rd Party Tools
Contributed to the Explosion
• Over 1 million Twitter apps in 2011
• Created by close to 750,000 d...
3 Trends Impacting the
Social Media Tools Market Today
Trend #1: Market Consolidation
Tech Giant Entering the Market Smaller Vendors Joining Forces
Some Vendors Closing Shop
Mer...
Trend #2: “Social Business” is Here
SALES & BIZ DEV
CUSTOMER
SUPPORT
HUMAN
RESOURCES
PR/COMMS/
MARKETING
IT DEPARTMENT
Mor...
Trend #3: Multipurpose Tools
Cross-functional
Team-centric
Vendor-agnostic
Multi-channel
Trend #3 is a byproduct of trends...
Categories of Social Media Tools
Content PublishingSocial Monitoring
Channel Measurement Influencer Identification
A simpl...
Category: Social Monitoring
Tools for capturing online conversations and analyzing what’s being said.
Email Alerts
Key Fea...
Category: Content Publishing
Rapid Response
Key Features to Assess:
Multi-channel Posting Auto Syndication
Mobile Device S...
Category: Channel Measurement
Post Data Details
Key Features to Assess:
Engagement Metrics
Data Collections
Keywords/Hasht...
Category: Influencer Identification
Tools for finding and ranking the most authoritative experts in certain subjects.
Cont...
Popular Social Media Tools & Vendors
Influencer
Identification
Channel
Measurement
Content
Publishing
Social
Monitoring
4 Key Questions to Ask Yourself
1. What are total costs?
2. Will teams find this tool easy to use?
3. What kind of trainin...
How Much Should I Budget
for Social Media Tools Per Year?
Source: KissMetrics, 2012
In 2012, survey said:
• 74% pay less t...
Free Social Media Tools
Measurement of
Twitter Campaigns
• Analyzes last 50 mentions
of a hashtag or keyword
• Uses Boolean language
• Provides es...
Optimize & Manage
Twitter Accounts
• Add multiple accounts up
to 10K followers
• Details on who you follow
& those followi...
Create Custom Tabs
on Facebook
• Build tabs on Facebook
for contests, coupons,
polls, fangates, etc.
• Completely free to
...
Identify Phony
Twitter Accounts
• Find out if an influencer has
bought followers
• Get percentage breakouts
of suspicious ...
Analyze Social
Media Channels
• Instant metrics that analyze
your social network activity
• Multiple reports for
Facebook ...
For real user reviews of social media tools, check out TrustRadius
http://www.trustradius.com
The Right Tool for Someone Else…
May Be the Wrong Tool For You
Know What You Need
Before You Invest
THANK YOU
@tonyobregon
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Evaluating Social Media Tools That Work for You

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A presentation I gave at the Social Intelligence 2014 Conference in San Francisco.

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Evaluating Social Media Tools That Work for You

  1. 1. Evaluating Social Media Tools that Work for You By TONY OBREGON #socialintel2014 Twitter: @tonyobregon
  2. 2. A social media tool is whatever makes your job easier. An App Software as a Service Website Online Subscription Social Network
  3. 3. Many Reasons for Using Social Tools • Monitor online perceptions and enhance brand reputation online • Engage key audiences such as customers, prospects, media, employees • Support business units including sales, customer service, marketing • Increase productivity (especially if you have a small team – do more with less) • Measure and analyze online campaigns and program activities • Inform future strategies and set goals for your organization
  4. 4. Luckily, there is no shortage of social media tools.
  5. 5. Twitter 3rd Party Tools Contributed to the Explosion • Over 1 million Twitter apps in 2011 • Created by close to 750,000 developers • A new app registered every 1.5 seconds • Many of them started with TW! Source: Twitter Blog, July 11, 2011
  6. 6. 3 Trends Impacting the Social Media Tools Market Today
  7. 7. Trend #1: Market Consolidation Tech Giant Entering the Market Smaller Vendors Joining Forces Some Vendors Closing Shop Mergers and acquisitions are shaping a new social media tools market.
  8. 8. Trend #2: “Social Business” is Here SALES & BIZ DEV CUSTOMER SUPPORT HUMAN RESOURCES PR/COMMS/ MARKETING IT DEPARTMENT More business units are depending on social media tools.
  9. 9. Trend #3: Multipurpose Tools Cross-functional Team-centric Vendor-agnostic Multi-channel Trend #3 is a byproduct of trends #1 and #2 as vendors merge tools and make them more useful to a wider variety of users.
  10. 10. Categories of Social Media Tools Content PublishingSocial Monitoring Channel Measurement Influencer Identification A simplified look at four main areas of social media.
  11. 11. Category: Social Monitoring Tools for capturing online conversations and analyzing what’s being said. Email Alerts Key Features to Assess: Channels Included Automated Sentiment Geography & Language Metadata Analyzed Authority Analysis
  12. 12. Category: Content Publishing Rapid Response Key Features to Assess: Multi-channel Posting Auto Syndication Mobile Device Support Advanced Scheduling Team Workflow Tools for syndicating digital assets to a variety of online channels and networks.
  13. 13. Category: Channel Measurement Post Data Details Key Features to Assess: Engagement Metrics Data Collections Keywords/Hashtags Tools for aggregating social metrics across your channels on social networks. Channels Included Tool Integration
  14. 14. Category: Influencer Identification Tools for finding and ranking the most authoritative experts in certain subjects. Content Analyzed Key Features to Assess: International Scope List Management Authority Ranking Manual Edits Reporting Options
  15. 15. Popular Social Media Tools & Vendors Influencer Identification Channel Measurement Content Publishing Social Monitoring
  16. 16. 4 Key Questions to Ask Yourself 1. What are total costs? 2. Will teams find this tool easy to use? 3. What kind of training/support do we get? 4. Do other tools integrate with this?
  17. 17. How Much Should I Budget for Social Media Tools Per Year? Source: KissMetrics, 2012 In 2012, survey said: • 74% pay less than $1,200 a year • 19% pay $6K - $60K a year • 4% pay $60K - $120K a year • 2% pay more than $120K a year http://blog.kissmetrics.com/social-media-monitoring-tools/
  18. 18. Free Social Media Tools
  19. 19. Measurement of Twitter Campaigns • Analyzes last 50 mentions of a hashtag or keyword • Uses Boolean language • Provides estimated reach and exposure/impressions • Ranks top contributors • Lists each tweets with details • You can order a full report of all tweets for only $20 www.tweetreach.com
  20. 20. Optimize & Manage Twitter Accounts • Add multiple accounts up to 10K followers • Details on who you follow & those following you • Filter your community by a number of variables • Create smart lists from searches • Get insights into best times to tweet and • Import email addresses to boost your network www.socialbro.com
  21. 21. Create Custom Tabs on Facebook • Build tabs on Facebook for contests, coupons, polls, fangates, etc. • Completely free to connect your other social networks to your Facebook page • Easy to use interface • Reporting capabilities • Premium accounts are based on number of fans so pricing is very reasonable www.woobox.com
  22. 22. Identify Phony Twitter Accounts • Find out if an influencer has bought followers • Get percentage breakouts of suspicious vs. inactive vs. good followers • It identifies suspicious accounts for you for action • Unlimited number of searches • Ability to share results with your networks www.socialbakers.com/twitter/fakefollowercheck/
  23. 23. Analyze Social Media Channels • Instant metrics that analyze your social network activity • Multiple reports for Facebook and Twitter • Almost every channel covered including LinkedIn, Pinterest, Vine & Instagram • Ability to link Google Analytics to get reports on your website or blog • Reports are colorful and extremely insightful http://simplymeasured.com/free-social-media-tools
  24. 24. For real user reviews of social media tools, check out TrustRadius http://www.trustradius.com
  25. 25. The Right Tool for Someone Else… May Be the Wrong Tool For You Know What You Need Before You Invest
  26. 26. THANK YOU @tonyobregon

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