The document discusses planning and conducting digital audits and social media monitoring. It provides templates for creating a social media measurement plan and defining objectives, key performance indicators (KPIs), and measurement methods. Specific social media tools are recommended for tracking KPIs like brand awareness, loyalty, and content performance. Free and paid tools are outlined for analyzing topics, sentiments, influencers and competitive information online.

1. @jakeaull
Social Media Listening:
Digital Audits and Monitoring
7/12/2011 #aimasocial @jakeaull @blatantlybianca 1
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2. Topics
• Planning the Digital Audit & Why
– Social Media Measurement Plan Template
• Some KPIs and How to Measure Them
– Brand Loyalty
– Content Strategy Objectives, Keywords & Measurement
– Gauging Social to Traditional Channels & KPIs
• Specific Social Measurement Tools
– Free Web Tools You Should Know About
– Major Social Media Tools & Dashboards
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3. Why????
And Planning the Digital Audit

4. Digital & Social Audits
• Markets and communities analysis
– Where are your customers online?
– What are they saying?
– Retention vs. acquisition
– Industry experts, bloggers, thought leaders?
– Media partners, trade pubs, directories, resources?
– How about competitors?
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5. Digital Research & Monitoring Plan
• Situation - e.g., online brand buzz has
increased in recent months
• Problem - e.g., brand is unaware of its online
reputation
• Measurement Objectives - e.g., identify
quantity and ratio of existing online "brand
fanatics" vs. haters
• Measurement Questions - e.g., what tags
(such as "love this brand") and channels best fit
our problem and objectives?
For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring 5
7/12/2011 #aimasocial @jakeaull @blatantlybianca
Marketing Research by William G. Zikmund and Barry J. Babin.
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6. Digital Research & Monitoring Plan
• Hypothesis - e.g., the brand has more social
media promoters than detractors
• Action Standard - e.g., a Net Promoter Score
over 30% in Twitter
• Measurement Method & Tool - e.g., NPS, Twitter
and SAS
For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring
Marketing Research by William G. Zikmund and Barry J. Babin.
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7. A Monitoring Approach
• Pick the brand names (brand names, not actual
services, categories or consumer benefits for
now) you wish to focus on.
• Take those names and run them through
keyword analysis, using tools such as
iSpionage, Google AdWords or SEM Rush to
identify associated major keywords in heavy
search.
• From these, create a final list (including your
original brand names).
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8. A Monitoring Approach
• Apply these keywords to follow in tools such as
HootSuite, SocialMention and Google Alerts.
• Likewise, search these keywords in the
aforementioned keyword analysis tools for
competitive websites where these words are
used organically (and/or in advertising).
• At this point, you will have a number of results
for digital use of your keywords. Additionally,
tools such as SocialMention will conduct
sentiment analysis of usage. That is,
SocialMention will analyze and prescribe the
amount of positive versus negative uses. 8

9. A Monitoring Approach
• All of this gives you good surface data on digital
uses of your keywords. They also give you the links
to dive deeper into specific uses based on concerns
or questions to be addressed; basically, unanswered
opinions, even negative, in the digital space present
a face of brand “disinterest” or dislike of customers
and their issues. Whereas a sincere attempt to
resolve negative situations displays good brand-
and-customer relationships and honesty. Negative
reviews in social media also show a human,
believable side of companies to their customers –
it’s hard to believe that a company would have
absolutely no negative reviews.
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10. A Monitoring Approach
• Finally, it’s also worth analyzing your brand blogs’
and websites’ inbound links. That is, who’s linking to
you, and why? They aren’t always positive (as I
found out in such analysis for a recent client). They
also might reveal some good, future affiliate or
digital link-sharing partnerships.
• Good tools to uncover inbound links include
MajesticSEO and Blekko.
• And again, these tools allow you the ability to dive
deeper assessing these source sites for their
intentions, or even for your own increased PR
promotion (for example if the sites linking to your
own are newspapers or major blogs). 10

11. A Monitoring Approach
• ADDENDUM:
Finally, don’t forget about geo-local channels and
directories – even if you’re a national company or
don’t have a brick-and-mortar retail component. You
have an address, and these channels help SEO
overall. So go to channels such as Google Maps/
Places, Yelp and CitySearch, claim and complete
your profiles, and request automatic notification for
whenever anyone gives you a review. You should
want to know anyway, but it’s a vital part of brand
listening and responding.
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12. Some Key Performance Indicators &
How to Measure Them

13. Measuring Increase in Social/
Search Effects (Brand Awareness)
• Increase in channels/pages appearing in major
keyword search results (SEO Book Tools)
• Increase in search rankings for website
concurrent with increases in social content
output (SEO Book Tools and Google Alerts)
• Increase of brand name search results and
mentions in social “search engines” such as
Digg, StumbleUpon, Reddit or Del.icio.us
(Synthesto Unity)
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14. Measuring Increase in Social/
Search Effects (Brand Awareness)
• Increase in share-of-voice of important
keywords in search engines, Twitter, Facebook
and LinkedIn (HootSuite social keyword
monitoring)
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15. Measuring Brand Loyalty
• Positive brand social mentions per customer
(e.g., Synthesto Unity)
• Brand ReTweets and post-sharing (HootSuite,
HubSpot)
• Customer brand recommendations and positive
reviews (Synthesto Unity)
• Increase in joins and chatter in retention/
rewards community (channel-specific or Google
Analytics)
• Increase in up-sales (HubSpot with
Salesforce.com)
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16. Content Strategy Questions
• Brand online content
– What terms do you want to own?
• E.g., HubSpot and “inbound marketing”
– Competitive differentiation
– Niche thought leadership
– Content/terms in customer demand
– Acquisition vs. retention
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17. Social Media Objectives & Approaches
Brand Awareness & Fan Promoters
For more on this & other objectives, see my blog post: http://jakeaull.wordpress.com/2011/04/25/four-usable-social-media-objectives-kpis/
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18. SAS Perspectives
Track the Elusive Sentiment
“Customers want to take what they are hearing and learning from online conversations,
and put some action to it… The key lies in being precise in extracting and tagging sentiment.”
Text analytic tools can categorize online content, uncover linked concepts, and reveal
the sentiment in a conversation as “positive,” “negative” or “neutral,” based on the
words people use. The technology gets down to very specific elements and can
separate positive and negative remarks within a single comment.
“A mixed-polarity phrase, such as ‘hotel in great location but bathroom was smelly’
should not be tagged as ‘neutral,’ if you want it to be actionable,” said Chaves. “Be
specific; ‘bathroom was smelly’ is something someone can own and improve upon.”
You can classify and categorize these sentiments, look at trends over time, and see
significant differences in the way people speak either positively or negatively about
you. Furthermore, you can compare sentiment about your brand to your competitors.
From SAS white paper Social Media Metrics: Listening, Understanding and Predicting the Impacts of Social Media on Your Business
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19. BONUS SLIDES:
TOOLS FOR SOCIAL MEDIA
MEASUREMENT
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20. SAS Sentiment Tracking
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21. Free Digital Marketing Tools You Need to Know
Internet research. Competitive analysis. Project management. SEO. Social
networking. Content collaboration and sharing...
These are essentials for digital marketing today. And interestingly because of today’s
freemium internet business models, there are more and more great free tools available to
do these functions! And I don’t mean free trials with automatic credit card deductions after
the first month – I mean entirely free basic plans offered (but you might have to dig
around a bit to find these free plan options). Intrigued? Very well – hence and without
further ado – Jake’s list of great free tools:
• SEO Book Tools and Toolbar (for keyword, site and competitive analysis, social
reputation measurement and search; e.g. Compete.com, SEMRush, SEOMoz, etc.)
• iSpionage.com and spyfu.com (spy tools doing similar functions to above)
• Google tools (Google Webmaster tools, Alerts, Analytics, AdWords; keyword analysis,
monitoring and search)
• HootSuite (social media dashboard, network management, stats and monitoring)
• WordPress (blogs, websites, inbound/outbound link stats)…
See the complete list on Jake’s blog post: http://bit.ly/qHCRBn
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22. Social Tools for Measurement
• Synthesio Unity
• Online reputation management (across all social channels)
• Crisis manament
• Influencer identification
• Campaign measurement
• HubSpot
• Closed-loop marketing measurement (all customer digital touch points to
Salesforce.com conversion)
• Social profiling of leads
• Brand/keyword monitoring
• Omniture
• Multi-touch metrics
• Argyle Social
• Channel ROI attribution for multi-touch campaigns
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23. Social Tools for Measurement
• HootSuite
• Twitter mentions and HashTag/keyword monitoring
• ReTweets
• Klout score
• LinkedIn stats and Facebook insights
• ExactTarget CoTweet
• Campaign email metrics; compared to:
• Twitter and Facebook
• SEO Book Tools
• Website competition
• Keyword competition
• PPC competition
• SEO rankings
• Google tools
• Brand monitoring (Google Alerts)
• PageViews (Google Analytics)
• Duration of visit
• Clicks
• Referrals
• Directs (bookmarks or type-ins, but also mobile app click-thrus)
• Wordpress stats, Bit.ly stats, etc.
For more info on social media tools, plans, etc. – http://jakeaull.wordpress.com
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24. Review
• Social Media Measurement Plan Template
• Example KPIs, & Measuring them
• Content Strategy Objectives, Keywords & Measurement
• Gauging Social to Traditional Channels & KPIs
• Specific Social Measurement Tools
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25. Questions?
7/12/2011 #aimasocial @jakeaull @blatantlybianca 25
@teresacaro Source: empowersocialmedia.com