Dr Mathew McDougall's SES presentation (Sept 22nd, Hong Kong). A presentation outlining the difference between monitoring and measurement in social media. Specifically, exploring a Chinese social media analytics technology known as "SIP:Enterprise"
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
SES Presentation - Using Measurement Tools to Gain Insights into your Social Media Audience
1. The
Digital
Marke.ng
Experts
Using Measurement Tools to Gain Social
Media Insights
Dr. Mathew McDougall
CEO, Digital Jungle
2. • The differences between monitoring and
measurement
• What are the types of data points we can
use?
• What each can do for your organization
• Let’s 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 ...
• Improve branding & awareness
• Protect/Improve reputation
• Build community/advocacy
• Increase customer satisfaction
• Harvest research
• Drive sales/leads
If you are monitoring
5. Measurement is ...
• Protect your reputation
• Facilitate customer support
• Invite innovation
• Build trust
• Market through conversation
• Gather business intelligence
If you are measuring
6. Before you start - Set Goals….
None of these things happen if
you don’t first know what you’re
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 (KPI’s)
9. Monitoring metrics ...
tell’s you who is saying what,
when and where
Measurement metrics ...
tell’s you what you’re getting
out of it
Tip # 2
10. Recommendations ...
• Set clear objectives and goals
• Select measurement and/or monitoring metrics that
provide insights for your selected goals
• Combine web analytics with your social media monitoring
• Identify owners for measurement and monitoring
• Use technology where possible to ensure consistency of
• CLAY
data and automating of collecting/reporting
HBERT
• FOUNDER & CHIEF
ENGAGEMENT
OFFICER, TRIBES
WIN
Recommendations
11. TO START, WE NEED TO…
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
problems…
• Limited data
• Limited functionality
• Most reporting is manual
• RSS
Common issues with free tools…
14. The Paid Tools
SIP:Enterprise (SinoTech Group)
Alterian SM2
Lithium
Radian6
Sysomos
Trackur
Visible Technologies
Dozens more….
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 is….
• Setting Up Your Searches
• Insist on assistance from vendor
• Expect trial and error
• Be patient
• Understand 100% accuracy is not possible
Getting started with the tools
17. And a special mention….. about accuracy
• Sentiment analysis is not an exact science
• Context, sarcasm and tone are killers
• Totality of web not possible
• Variations in results
coincidences
• Think averages and trends… not exacts
Getting started with the tools
18. Reporting – Manual vs. Automatic
• Automatic can produce disparate reports
(style,data,etc.)
• Manual is time consuming
• Automatic is easier
• Automatic acoincidences
can offer real-time data
Did I mention… Manual is time consuming
Management loves reports
19. Measurement Recap….
• Remember what we are trying to
accomplish
• Select reports that reflect the key
performance indicators of those goals
• Produce different reports for different
stakeholders coincidences
• Automate as much as you can
• Contextualize with summary
Thinking back…
20. DEEPER DIVE, LETS LOOK AT ONE…
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 – Deep Dive
BRAND
Men.ons
Geographic
Distribu.on
Site
Analysis
Share
of
Voice
Geographic distribution focused on
the eastern cities
SOV spread through Portals,
Microblogs, Social Networks & BBS/
Forums
Strong voice from douban.com
25. Model:
A3
Men.ons
Geographic
Distribu.on
Site
Analysis
Share
of
Voice
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. • Set Goals
• Translate to Calls-To-Action
• Measure it
• Trend & Track other KPIs
• But don’t get distracted!
Things to remember
29. Thank
you!
Follow on Twitter: @sinotechian
Follow on Weibo: sinotechian
Connect on Facebook:
www.facebook.com.sinotechian
Read my blog:
www.dmic.asia
Connect on Linkedin:
www.linkedin.com/in/drmathewmcdougall
Dr. Mathew McDougall!
Chief
Execu.ve
Officer
My presentations on Slideshare:
www.slideshare.net/digitaljungle