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.
Using Measurement Tools to Gain Insights into your Social Media Audience
1. The
 Digital
 Marke.ng
 Experts
Â
Using Measurement Tools to Gain Social
Media Insights
Dr. Mathew McDougall
CEO, Digital Jungle
2. â˘âŻ The differences between monitoring and
measurement
â˘âŻ What are the types of data points we can
use?
â˘âŻ What each can do for your organization
â˘âŻ Letâs take a look at a Social Media
monitoring tool
Lets use some questions to help us get started
3. 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
Lets get the definitions straight
4. Monitoring is ...
â˘âŻ Improve branding & awareness
â˘âŻ Protect/Improve reputation
â˘âŻ Build community/advocacy
â˘âŻ Increase customer satisfaction
â˘âŻ Harvest research
â˘âŻ Drive sales/leads
If you are monitoring
5. Measurement is ...
â˘âŻ Protect your reputation
â˘âŻ Facilitate customer support
â˘âŻ Invite innovation
â˘âŻ Build trust
â˘âŻ Market through conversation
â˘âŻ Gather business intelligence
If you are measuring
6. Before you start - Set GoalsâŚ.
None of these things happen if
you donât first know what youâre
trying to accomplish!
Tip #1
7. Monitoring Data (KPIs)
Monitoring ... ⢠Volume of conversation
⢠Sentiment & tone around your brand
⢠Conversational market-share
⢠Competition comparison
⢠Audience characteristics
⢠Related topics
⢠Influential voices
⢠Location of conversations
⢠Brand mentions
⢠Service issues/needs
⢠Real-time opportunity
Monitoring Data (KPIâs)
9. Monitoring metrics ...
tellâs you who is saying what,
when and where
Measurement metrics ...
tellâs you what youâre getting
out of it
Tip # 2
10. Recommendations ...
â˘âŻ Set clear objectives and goals
â˘âŻ Select measurement and/or monitoring metrics that
provide insights for your selected goals
â˘âŻ Combine web analytics with your social media monitoring
â˘âŻ Identify owners for measurement and monitoring
â˘âŻ Use technology where possible to ensure consistency of
â˘âŻ CLAY
data and automating of collecting/reporting
HBERT
â˘âŻ FOUNDER & CHIEF
ENGAGEMENT
OFFICER, TRIBES
WIN
Recommendations
11. TO START, WE NEED TOâŚ
Know what reports
we can get out of
them
See the
tools
Understand what each
does
Know how to
set them up
13. But sometimes the free stuff can have some
problemsâŚ
⢠Limited data
⢠Limited functionality
⢠Most reporting is manual
⢠RSS
Common issues with free toolsâŚ
14. The Paid Tools
SIP:Enterprise (SinoTech Group)
Alterian SM2
Lithium
Radian6
Sysomos
Trackur
Visible Technologies
Dozens moreâŚ.
a number of very powerful paid tools
15. SOCIAL MEDIA MONITORING HAS
SOME CONSIDERATIONS
Data accuracy and language
semantics
Setup and
configuration
16. The hardest part of the tools isâŚ.
â˘âŻ Setting Up Your Searches
â˘âŻ Insist on assistance from vendor
â˘âŻ Expect trial and error
â˘âŻ Be patient
â˘âŻ Understand 100% accuracy is not possible
Getting started with the tools
17. And a special mentionâŚ.. about accuracy
â˘âŻ Sentiment analysis is not an exact science
â˘âŻ Context, sarcasm and tone are killers
â˘âŻ Totality of web not possible
â˘âŻ Variations in results
coincidences
â˘âŻ Think averages and trends⌠not exacts
Getting started with the tools
18. Reporting â Manual vs. Automatic
â˘âŻ Automatic can produce disparate reports
(style,data,etc.)
â˘âŻ Manual is time consuming
â˘âŻ Automatic is easier
â˘âŻ Automatic acoincidences
can offer real-time data
Did I mention⌠Manual is time consuming
Management loves reports
19. Measurement RecapâŚ.
â˘âŻ Remember what we are trying to
accomplish
â˘âŻ Select reports that reflect the key
performance indicators of those goals
â˘âŻ Produce different reports for different
stakeholders coincidences
â˘âŻ Automate as much as you can
â˘âŻ Contextualize with summary
Thinking backâŚ
20. DEEPER DIVE, LETS LOOK AT ONEâŚ
SIP:Enterprise, a specialized
Chinese language social media
platform⌠that also monitors in 12
other languages
What tool are
we going to
take a look at?
23. Where are my
fans?
Are they
Positive? What sites
am I talked
about?
Men?
Who are my
fans?
Age?
An example
24. Mercedes-Benz â Deep Dive
BRAND
 Men.ons
Â
Geographic
 Distribu.on
Â
Site
 Analysis
Â
Share
 of
 Voice
Â
Geographic distribution focused on
the eastern cities
SOV spread through Portals,
Microblogs, Social Networks & BBS/
Forums
Strong voice from douban.com
25. Model:
 A3
Â
Men.ons
Â
Geographic
 Distribu.on
 Site
 Analysis
Â
Share
 of
 Voice
Â
Geographic distribution focused on the
eastern cities. With a high intensity in
Beijing and Shanghai
SOV spread through Portals, Social
Networks & BBS/forums
High number of mentions from
seller.cheshi.com
26. Share of voice by
car brand
Breakdown by car
brand
Detailed Analysis
27. Auto Scorecard (Models)
Comparison by
car features
The auto scorecard ranks the 5 automotive models based on a defined criteria list.
Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy
Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money
Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety
Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness
Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
28. â˘âŻ Set Goals
â˘âŻ Translate to Calls-To-Action
â˘âŻ Measure it
â˘âŻ Trend & Track other KPIs
â˘âŻ But donât get distracted!
Things to remember
29. Thank
 you!
Â
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Dr. Mathew McDougall!
Chief
 Execu.ve
 OďŹcer
Â
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