successfully monitoring and measuring social media campaigns

Muhammad Karim, 2010

Successfully Successfully Monitoring Monitoring

and and Measuring Measuring

Social Media Social Media CampaignsCampaignsSocial Media World Forum

London, 15th March 2010


Start Here.

•Strategy.•Objectives.•Priorities.

•Goals.

Why are you even doing a Social Media Campaign?

What does Success Look Like?

Define:


Ongoing Social Media Monitoring +

Measurement

SM

Campaign 1

New Innovation

SM

Campaign 2

Increase

Awareness

SM

Campaign 3

Something or

other

2 types of Strategy1 Short Term

2 Long Term


• Amplifying PR• SEO for Web Presence• Marketing / Brand Activity• Competitor/ Category Insight• Customer Service• Sales / Lead Generation

Reasons for Using Social Media

Each of these could be either short term or long term brand/business objectives.


So Which Metrics Would Determine

Success?

•ROI•Reach

•Influence

How do you see your Success?


Department Objectives Strategies Metrics

Marketing

• Increase Brand Awareness

•Engage on Facebook and Twitter

No. of Mentions Type of MentionsNo. of Friends

• Increase Trial•Sampling through Facebook Ads

Samples Delivered

Feedback on Product

HR•Fill Positions•Engage Employees

•Online Recruitment Strategy•Start an Internal Blog…

Cost and Time to RecruitNo. of Blog Posts

Examples


The Tools…

•Cost?

•Benefit?

•Relevance?

What do you use to get your metrics?


Ascent Labs, Inc. Attensity Attentio Backtype Betaworks Bivings Group Biz360 Inc. Brands Eye Brandtology Brandwatch BuzzGain Buzzient BuzzLogic BuzzNumbers

BuzzStream Cierzo Development S.L Cision Collecta Collective Intellect Converseon Conversition CoTweet Crimson Hexagon Crowd Favorite CustomScoop Digimind DNA13 Dow Jones eCairn e-CBD Echometrix Effyis Emerge Technology Group Expert System

Facebook Filtrbox Flaptor Frank Westphal Glam Media Google Hubspot Icerocket iMooty Infegy Inifinimedia Insttant Inuda Innovations Iterasi JamIQ JD Power Kaleidico

Klout Linkfluence ListenLogic Macranet Market Sentinel MediaBadger MediaMiser Medimix Mindlab Solutions GmbH Monitter Moreover Technologies mReplay

MyFrontSteps Networked Insights New Media Strategies Nielsen Now Metrix Onalytica OneRiot Overdrive Interactive Overtone Pidgin Technologies PR Newswire Radian6 Raven Rees Bradley Hepburn Ltd RepuMetrix Reputation Defender ReputationHQ

Samepoint ScoutLabs Sensidea Social Mention SocialMetrix Spiral16 Sports Media Challenge StatsIT StreamWall SWIX Synthesio Sysomos Tealium Technorati Techrigy

The Search Monitor ThoughtBuzz TipTop Technologies TNS Cymfony TraceBuzz Trackur LLC. Twazzup TweetBeep Tweetlytics Twitter Twitter Analyzer uberVU

Viralheat Visible Measures Visible Technologies Vocus, Inc. Web Analytics Demystified White Noise Inc. Who's Talkin Xerocity Design Group YackTrack …

Choose Your Poison


Free Paid

Social Networks -

Twitter -

Forums -

Overall View -

Blogs –


Free vs. Paid

The tools do the same things but in different ways… so….

Should you use the free tools or invest in an expensive

solution?


What Do You Need to Get From The Tools?

Quality Reporting

Relevant Information

ACTION.

Social Media Monitoringand Measurement


Is the Information MEANINGFUL to your

Brand?•Is the strategy being

Implemented?•Can you see Further

Problems / Opportunities?


Recommendation

Marketing Agency

Social Media Expert

That guy you met at the‘Social Media World

Forum’

•Link with your Agencies

Or•People who know

your Business AND Social Media.


http://uk.linkedin.com/in/muhammadkarim

[email protected]

http://www.karim.co.za

@mkarim

CONNECT WITH ME.

Muhammad Karim