No BS Monitoring and Measurement
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Jason Falls and Chuck Hemann's bootcamp slides from SMIATL Sept. 16, 2011.
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No BS Monitoring and Measurement
- 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. social media explorer
- 6. Key Takeaway ... •What does monitoring mean for my organization? •What does measurement mean for my organization? social media explorer
- 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 social media explorer
- 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 social media explorer
- 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 social media explorer
- 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 social media explorer
- 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 social media explorer
- 16. Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr (freemium) • IceRocket • uberVu (freemium) • BoardTracker social media explorer
- 17. Problems With Free • Limited data • Limited functionality • Most reporting is manual • RSS social media explorer
- 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 social media explorer
- 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 social media explorer
- 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 social media explorer
- 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
- 29. Key Takeaway ... social media explorer
- 30. Content Measurement •Website •Advertisements •Blog •Direct Mail •Tweets, Posts, Blahs •Annual Reports •Newsletters social media explorer
- 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 social media explorer
- 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
- 39. A Resource ... www.socialmediaexplorer.com/content-measurement 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
- 41. Look! A Squirrel! 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 ... 4' 4'+56%7&' 4' !"#$%&##' ()*&+,-&' +56%7&' ()*&+,-&' ()*&+,-&'29' +56%7&' ()*&+,-& 23' 28' ./01#' !"#$%#&'()"* +",#-).* social media explorer
- 44. Thank You! JASON FALLS CHUCK HEMANN @JASONFALLS @CHUCKHEMANN SOCIAL MEDIA EXPLORER EDELMAN DIGITAL social media explorer