social media monitoring and measurement primer
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My slides for the Social Media Marketing San Francisco conference on July 8th, 2010.TRANSCRIPT
July 8, 2010, Social Media Marketing 2010, Maria Ogneva
Social Media Measurement and Monitoring: A Primer
Monday, July 12, 2010
Questions For You!
Do you monitor or measure social media?
What is the difference of monitoring vs. measurement?
Monday, July 12, 2010
Monitoring vs. Measuring
Measurement
Shows you what happened
Metric during a time period
Purpose: to recap, compare, take a snapshot
Monitoring
Continual tracking
Realtime / near realtime
Purpose: to get involved, engage
Monday, July 12, 2010
Why Measure?
photo source: http://www.flickr.com/photos/-skipper-/4033304182/
If you don’t know where you are...
how will you get anywhere?
Monday, July 12, 2010
Why Monitor?
photo source: http://www.flickr.com/photos/mogwai_83/3022261893/Monday, July 12, 2010
Monitoring
Monday, July 12, 2010
What’s Your End Goal?
Monday, July 12, 2010
Don’t Get Swallowed Up
photo source: http://www.flickr.com/photos/chantrybee/1053475778/
Volume is staggering
Many channels
SM is global
Low signal-to-noise ratio
http://www.flickr.com/photos/9080018@N07/1079598181/
Monday, July 12, 2010
You Need A Plan
Triage
Route, involve others
Track & measure
Alerts
Dashboard
Monday, July 12, 2010
Do You Triage?
Influencer analytics
Triage
Sentiment Message Type Content
Monday, July 12, 2010
LARA: Listen, Analyze, Relate, Act
Hotelhardship
refund policy?Email
Service issuetweet
Thinking ofsuing post
“hardshiprefund” emailresponse auto-generated
Automaticallyrouted to legalfor review
Responses canbe reviewed byagent beforesending
AttensityRespond
Attensity“reads” textand extractsautomatedknowledgeabout what
the documentis saying
PeoplePlacesEventsTopics
Sentiment…
Routed toCustomerService forFollow-up andResolution
Automaticallyrouted to salesto share optionswith thecustomer
Consideringpurchase
post
Monday, July 12, 2010
Measurement
Monday, July 12, 2010
Just ‘Cause You Can Measure It...
http://www.flickr.com/photos/87919923@N00/1976880927/
...Doesn’t mean you should!
Monday, July 12, 2010
What Are The Right Metrics?
Organizational Objectives:Stakeholders & Their Priorities
Social Media Objectives:Awareness? Engagement? Traffic? Conversion?
Customer Satisfaction? Sales? Research?
Only Then... Set Metrics
Monday, July 12, 2010
Objective: Awareness, SOV
56%22%
22%
Honda PilotGMC AcadiaChevy Traverse
SentimentShare of voice Trend Discovery
Phrase clouds
Text analysis
Against competitorsOn a trendline
Against competitorsby channel
Positive NegativeNeutral Mixed
0
25
50
75
100
Jan Feb March April
Monday, July 12, 2010
Objective: Traffic
photo source:: http://www.flickr.com/photos/85625337@N00/303641730/
Monday, July 12, 2010
Objective: Conversion
SM Interaction Site visit Conversion
SaleSignup
Track sourcesConversationClick Link
Monday, July 12, 2010
Objective: Engagement
commentsfeed subscribers
pingbacks, inbound linksdownloads, shares,
reblogs, etc
RTs@replies
DMscustom hashtags
likescomments
fansshares
wall posts
Monday, July 12, 2010
Objective: Research, Product
CustomersCompetitorsIndustry
Sentiment analysisWhat’s driving itSemantic analysis
Monday, July 12, 2010
Discovery: Analysis of Compliments
Monday, July 12, 2010
Dig Deeper
Monday, July 12, 2010
Discovery: Analysis of Complaints
Monday, July 12, 2010
Digging Deeper
Monday, July 12, 2010
CustomerCase Study
Monday, July 12, 2010
Las Vegas Sands
http://www.flickr.com/photos/sergemelki/3278249663 http://www.flickr.com/photos/dph1110/4587830961/
Monday, July 12, 2010
Platform Selection
Monday, July 12, 2010
Selecting Your Platform
Monitoring? Measurement? Engagement?OR OR
YES!
Monday, July 12, 2010
Platform Selection: Budget
Free? Premium?
more hackingfewer sourceslimited historyfewer metrics
source:: http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand’s-social-mentions/
less hackingmore sourceswider historymore metrics
Monday, July 12, 2010
Platform Selection: Ease Of Use
Time commitmentEase of useAutomationSentimentAlertsAdvanced analyticsSPAM filter
Monday, July 12, 2010
Platform Selection: Data
Blogs? Microblogs? Discussion boards?OR OR
YES!
Online News? Videos? Photos?OR OR
Monday, July 12, 2010
Platform Selection: Building Topics
Topics are the building blocks
Garbage in -> garbage outbut...
photo sources: http://www.flickr.com/photos/grantmac/2578109298/http://www.flickr.com/photos/85941395@N00/2191292080/
Monday, July 12, 2010
Platform Selection: Metrics & Reports
What are your KPIs (see slide 9)?
How often is data updated? Realtime?
Which reports can you build? How can
you share?
Monday, July 12, 2010
Platform Selection: Engagement
http://www.flickr.com/photos/katie_made_me_do_it/4341628049/sizes/l/in/photostream/
How easy to engage?Engage from the app?Keep record?Rate to customer social data to internal record?Routing?Deep text analytics?Workflow?Everyone on same page?
Monday, July 12, 2010
Platform Selection: Languages
photo source: http://www.flickr.com/photos/shawnecono/149172094/
Monday, July 12, 2010
Questions?
Thank you for your attention and participation!
Contact info:
Maria Ogneva, Director of Social Media, Attensity
@themaria @attensity360 @attensity
http://attensity.com
mogneva (at) attensity (dot) comMonday, July 12, 2010