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

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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

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Objective: Engagement

commentsfeed subscribers

pingbacks, inbound linksdownloads, shares,

reblogs, etc

RTs@replies

DMscustom hashtags

likescomments

fansshares

wall posts

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Objective: Research, Product

CustomersCompetitorsIndustry

Sentiment analysisWhat’s driving itSemantic analysis

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Discovery: Analysis of Compliments

Monday, July 12, 2010

Dig Deeper

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Discovery: Analysis of Complaints

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Digging Deeper

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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