social media monitoring & measurement for marketing intelligence
DESCRIPTION
Social media: why monitor? Why measure? How do I monitor & measure? This talk at the pseweb.ca conference in Toronto on July 29, 2014 talks about the hows and the whys, gives some examples of monitoring dashboards by type, and much more.TRANSCRIPT
Social media monitoring & measurementFor marketing intelligence
Mark Farmer@markus64 / @marksyorkPSEWEB: 2014-07-29
Why we’re here● “What gets measured, gets managed.”
- Peter Drucker
● “What gets monitored & measured is what matters.”- Mark Farmer
A few key points● Why Monitor?● Why measure?● How to monitor & measure
Why monitor?● In 2014 your brand is what your customers and
audience say it is.● It’s important to listen to the conversations they’re
having about you and your brand, especially online.● Doing so allows you to identify issues, serve customers,
handle crises, keep tabs on the competition, and more.● All this listening gives you actionable business
intelligence and marketing insights.
Why measure?● Metrics = results.● Since metrics are objective and empirical, they remove
subjectivity, opinion and conjecture from business processes. ● That de-personalizes business processes, which makes
decision-making easier and smoother.● Metrics also keep you honest:
o There are “lies, damned lies & statistics,” but people vote with their clicks. That’s essential in cutting through clutter, noise and anecdotal data.
o Metrics don’t care about politics or opinion, and can’t be convinced to tell another story. They’re unbiased that way.
Mainstream / enterprise dashboards● Salesforce Radian6● Sysomos Heartbeat● Hootsuite● Sprout Social
Free native dashboards● Facebook● LinkedIn● Twitter● YouTube● Instagram (Iconosquare)
Paid platform-specific dashboards
● Hashtracking● Tweetreach● Tailwind● EdgeRank Checker
Further reading
Links to further reading● Beth Kanter - Measuring the Networked
Non-Profit:http://www.amazon.ca/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604
● Katie Delahaye Paine - Measuring What Matters: http://www.amazon.ca/Measure-What-Matters-Understanding-Relationships/dp/B00D821V28
● Olivier Blanchard - Social Media ROI: http://www.amazon.ca/dp/0789747413
● Avinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-Analytics-2-0-Accountability-Centricity/dp/0470529393
Thank you. Please stay in touch:● @markus64● slideshare.net/Markus6464● webheresies.com● ca.linkedin.com/in/markfarmer64
Appendix A: examples of outputs● Bottom line
o Sales revenue● Tangible results
o Sign-ups for a newsletter● Intangible results
o Sentiment / reputation● The ‘between’
o Engagemento Advocacyo Audience / reach