Download - Bluegrass PRSA Monitoring and Measurement
Bluegrass PRSA
February 24, 2011Louisville, Ky.
MEASURE THIS!No Bullshit Guide To Social Media
Monitoring & Measurement
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
In Other Words ...
What do monitoring & measurement
mean to me?
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
What the analysts say
•Define requirements first
•Develop your social media playbook
•Make you own measurement framework
Courtesy: The Altimeter Group. Used with permission.
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
What the analysts say
Courtesy: The Altimeter Group. Used with permission.
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Key Takeaway ...
•What does monitoring mean for my organization?
•What does measurement mean for my organization?
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
If You’re Monitoring ...
•Protect your reputation
•Facilitate customer support
•Invite innovation
•Build trust
•Market through conversation
•Gather business intelligence
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
If You’re Measuring ...
•Measure sales/leads
•Measure cost savings
•Measure customer satisfaction
(The three business metrics!)
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
If You’re Measuring ...
•Improve branding & awareness
•Protect/Improve reputation
•Build community/advocacy
•Increase customer satisfaction
•Harvest research
•Drive sales/leads
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Key Takeaway ...
Monitoring metrics ...
tell you who is saying what, when and where
Measurement metrics ...
tell you what you’re getting out of it
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Key Takeaway ...
• 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.
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Free Monitoring Solutions
• Google Alerts
• Twitter Search
• Social Mention
• PeopleBrowsr (freemium)
• IceRocket
• uberVu (freemium)
• BoardTracker
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Problems With Free
• Limited data
• Limited functionality
• Most reporting is manual
• RSS
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Paid Monitoring Solutions
• Alterian SM2
• Lithium Social Media Monitoring
• Radian6
• Sysomos
• Trackur
• Visible Technologies
• Dozens more
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Online Research Solutions
• ConsumerBase
• Listen Logic
• Spiral16
• Crimson Hexagon
• Collective Intellect
• Cymfony
• MotiveQuest
• Nielsen Online
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Speaking Of Accuracy
• Sentiment analysis
• Random keyword
coincidences
• Totality of web not possible
• Variations in results
• Think averages and trends
sxch.hu
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
The ROI Pyramid
Courtesy: The Altimeter Group. Used with permission.
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Reporting Solutions Emerging
•SWIX (swixhq.com)
•ViralHeat (viralheat.com)
•Social Report (socialreport.com)
•PeopleBrowsr (peoplebrowsr.com)
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Automatic vs. Manual
• Automatic can produce disparate reports (style, data, etc.)
• Manual is time consuming
• Automatica can offer real-time data checks
• Manual is time consuming
• Automatic is easier
• Manual is time consuming
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
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
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Stakeholder Reporting
• C-level cares about the bottom line
• C-level may not understand or need to know layers of tech
• Managers need more info, but not minutia
• Implementation team often only needs a bit of the big picture
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Framing Your Reports
• Remember context
• Averages & trends
• Current campaigns
• What the receiver cares about
• Remember the goals
• Remember the business metrics
• Remember C-level’s desire (or lack of) for details
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Overcoming Objections
• Anticipate objections
• We’re wasting time
• We aren’t selling anything
• We’re regulated
• People are talking bad about us
• Overcome them with data they care about
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Key Takeaway ...
Thursday, February 24, 2011
social media explorer | Bluegrass PRSA
Thank You!
Jason Falls@JasonFalls
502.509.4763
socialmediaexplorer.com
STRAIGHT ANSWERS, REAL HELP
ExploringSocialMedia.com
Thursday, February 24, 2011