no bs monitoring and measurement

Social Media Integration Conference SMIATL

September 16, 2011Atlanta, Ga.

MEASURE THIS!The No B.S. Guide To Social Media

Monitoring & Measurement

social media explorer

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


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


What the analysts say

•Define requirements first

•Develop your social media playbook

•Make you own measurement framework

Courtesy: The Altimeter Group. Used with permission.


What the analysts say



Key Takeaway ...

•What does monitoring mean for my organization?

•What does measurement mean for my organization?


If You’re Monitoring ...

•Protect your reputation

•Facilitate customer support

•Invite innovation

•Build trust

•Market through conversation

•Gather business intelligence


If You’re Measuring ...

•Measure sales/leads

•Measure cost savings

•Measure customer satisfaction

(The three business metrics!)


If You’re Measuring ...

•Improve branding & awareness

•Protect/Improve reputation

•Build community/advocacy

•Increase customer satisfaction

•Harvest research

•Drive sales/leads


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


Monitoring Data (KPIs)

• Volume of conversation

• Sentiment & tone around

your brand

• Conversational

marketshare

• Competition comparison

• Audience characteristics

• Related topics

• Influential voices

• Location of conversations

• Brand mentions

• Service issues/needs

• Real-time opportunity


Measurement Data (KPIs)

Website metrics• Traffic

• Social outpost traffic

• Conversions• Sales

• Leads

• Downloads

• Search metrics• Rankings

• Backlinks

• Share metrics• Shares

• Click throughs

• Social audience metrics• Fans/Followers/Friends

• Outpost activity

• User-generated content

• Comments

• Ratings/Reviews

• Volume of conversation

• Sentiment & tone

• Conversational marketshare

• Competition comparison

• Audience characteristics

• Bookmarks

• Referrals


Key Takeaway ...

Monitoring metrics ...

tell you who is saying what, when and where

Measurement metrics ...

tell you what you’re getting out of it


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.


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


Free Monitoring Solutions

• Google Alerts

• Twitter Search

• Social Mention

• PeopleBrowsr (freemium)

• IceRocket

• uberVu (freemium)

• BoardTracker


Problems With Free

• Limited data

• Limited functionality

• Most reporting is manual

• RSS


Paid Monitoring Solutions

• Alterian SM2

• Lithium Social Media Monitoring

• Radian6

• Sysomos

• Trackur

• Visible Technologies

• Dozens more


Online Research Solutions

• ConsumerBase

• Listen Logic

• Spiral16

• Crimson Hexagon

• Collective Intellect

• Cymfony

• MotiveQuest

• Nielsen Online


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


Speaking Of Accuracy

• Sentiment analysis

• Random keyword

coincidences

• Totality of web not possible

• Variations in results

• Think averages and trends

sxch.hu


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

• Contextualize with summaryImage by Rudyanto Wijaya on ShutterStock.com


The ROI Pyramid



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


Vendor Reporting

Easy Reports (Less Customizable)

•Sysomos

•Radian6

•Lithium SMM

•Social Mention

•ViralHeat

Workload Reports (Manual)

•Export data

•Produce spreadhseets

•Written report with screen shots/charts as images


Reporting Solutions Emerging

•SWIX (swixhq.com)

•Sprout Social (sproutsocial.com)

•Social Report (socialreport.com)

•ValueVine (valuevine.com)


Automatic vs. Manual

• Automatic can produce disparate reports (style, data, etc.)

• Manual is time consuming

• Automatica can offer real-time data checks


• Automatic is easier



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


Key Takeaway ...


Content Measurement

•Website•Blog•Tweets, Posts, Blahs•Newsletters

•Advertisements•Direct Mail•Annual Reports


Define Your Content Qualities

•Whoʼs it for?•Whereʼs it placed?•Whatʼs its purpose?•Whatʼs the point?


What those mean ...

•Audience•Channel•Purpose•Call-To-Action


Website

Audience

Public

Purpose

Present product or service

Call-To-Action

Buy/Download/Subscribe


Blog

Audience

Qualified Public

Purpose

Establish Authority, Organic Push, Rank in SERPs

Call-To-Action

Subscribe, Join, Buy, Download, Share, Link


Email/Direct Mail

Audience

Customers, Qualified Leads

Purpose

Drive Trial, Drive Sales, Drive Referrals, Engage

Call-To-Action

Call, Schedule, Buy, Recommend, Respond


Online Media/PPC Advertising

Audience

Purchase-Ready Qualified Leads

Purpose

Drive Sales, Drive Leads, Build Awareness*

Call-To-Action

Buy, Call, Download


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


Facebook/Google+

Audience

Interested Public

Purpose

Engage or Humanize, Organic Push, Customer Retention

Call-To-Action

Respond, Comment, Buy, Call, Provide Feedback, Participate


A Resource ...

www.socialmediaexplorer.com/content-measurement


The Key To It All

• Set Goals

• Translate to Calls-To-Action

• Measure That

• Trend & Track other PIs

• But don’t get distracted!


Look! A Squirrel!


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!


And The Objectives Are ...

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Thank You!

CHUCK HEMANN

@CHUCKHEMANN

EDELMAN DIGITAL

JASON FALLS

@JASONFALLS

SOCIAL MEDIA EXPLORER

no bs monitoring and measurement

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