social media monitoring & reporting
DESCRIPTION
Presentation at the #higheredCH organized by @SwissnexSF and @SwissEdSocialTRANSCRIPT
Social Media Monitorin and Reporting!
Swissnex / Swiss Academia 2012, Second Annual Meeting
Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker.
Lecturer @fhhwz, @mazluzern, @somexcloud.
1998-2011 Goldbach Interactive:
MIKE !SCHWEDE!
@mikeschwede http://mike.schwede.ch [email protected]
warm up!!
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„EPFL is pretty social“!
a. EPFL: !13’113!b. ETH: !11’273!d. UniBL: !4’974!c. UniBE: !4’019!e. HWZ: !861!
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HWZ: Twitter driven!HWZ
Uni Basel
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EPFL Blogs
Tweets: 6.5 million impressions
Clean Space One Video
MIMO
Agenda!… Basics!… Reporting Example (Earned Media)!… Monitoring Tools in Action!… Measuring Owned Media!… Social Media Scorecard!… Organization & Costs!… Q&A!
8!
9!
Consumer trust in...!
Quelle: Nielsen Global Trust in Advertising Survey / worldwide / Q3 2011
92%
70%
58%
58%
50%
47%
47%
47%
47%
46%
42%
40%
40%
36%
36%
33%
33%
29%
Reccomendation from people I know Cosumer opinions posted online
Editorial content such as newspaper articles Branded Websites
Email I signed up for Ads on TV
Brand sponsorships Ads in magazines
Billboards and other outdoor advertising Ads in newspaper
Ads on radio TV program product placements
Ads served in search engine results Online video ads
Ads on social networks Online banner ads
Display ads on mobile devices Text ads on mobile phones
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 10!
The real conversion process!
Advertising!
Website!
Customers!
Booking a trip: 12x Google, 21 Travel Sites, 29 Days!
Theory Real world
à Social Reach Generate as much as (positive and relevant) buzz about your brand.!
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Paid Media
Owned Media
Earned Media
Forrester, 2009!Controlle!
Trus
t!
Advertising…!
Website, own Blog,!Twitter, Facebook!
WOM, Buzz, Forums,!Third party Blogs etc.!
Social Media Monitoring Tools!
Social Media Management Tools / !
Web Analytics!
Web Analytics / Ad Management!
… Social Monitoring Basics!
13!
How does it work?!Social Web (Blogs, Twitter, Foren, News,...)
Searching for articles & posts with keywords
Structure them by brands and topics
Generate nice looking graphs for the management
Action
Work on the posts structured
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !
• 61.1 Billion Documents saved!
• 110 Mio. Blogs with
1.25 Mio. new articles per day!
• 12-15 Mio. Forum posts per day!
• Twitter: up to 25‘000 Tweets per second!
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Challenge: Volume!Example Sysomos MAP
Brand Name (most important)
Sub Brands, Products, Product
Groups, Labels
People (Management,
Board) (most important)
Important Suppliers
Competitors Topics, Issues & Campaigns
15!
What to track?!
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Migros
Brands
Migros: Migros OR "Ein M
besser" OR "M Cumulus"
LeShop…
M-Electronic…
…
Labels
Aus der Region
Bio Suisse
…
Product Brands
M-Budget
…
Competitors
Coop
Aldi
…
Topics
Sustainability OR ecology OR …
Service
Product Range
…
Issues
Negative topics: Migros AND
poisoning
Palm oil
…
16!
Setup example Migros!
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17!
Application Example!Fundamental Analysis for a (social media) stragegy!
Marketing Reports mit with quantitative and qualitative insights!
Crisis Monitoring and Reputation Management!
Customer Care / CRM!
Market Research for optimizing Sales, Products, Communication,…!
Sales and Lead Generation
Reports, AdhocSocial Media Measurement!
Tool, permanentSocial Media Engagement!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !
… Example Report!Earned Media
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Overview!Report: Ebookers, worldwide, 30 Nov 2011 to 27 Feb 2012, mike.schwede, Source: Sysomos
0 1000 2000 3000 4000 5000
Q4 Q3 Q2 Q1
News Forums Blogs Twitter
Reach: Competitor Share of Voice: 5% ì Engagement • Favorability: 90% • Sentiment: -4% î • Topics: Flight 32% ì • Traffic Drivers: Twitter ì Cases & Issues • Cases: 188 ì • Closed Cases: 164 ì • Negative Cases: 30% î • Main Topic: Website Usability Locations • Top Location: Germany ì • Top Language: English ì
76%
14% 10%
English German French
Commentary of the Community Mgmt. 1. We‘re gaining influence (Share of Voice
and at Twitter Influencer) 2. Sentiment dropped, more Cases
concerning our accounting (!!!) 3. People like our deals and promotions 4. Brand is strongly connected to Orbitz 5. Personal ressources are limited. No
readyness for a Shitstorm
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Reach & Influence!
Main Peak Driver was Traditional News!1. Hugely Popular Orbitz 50 Faves Facebook Game Is Ready for
Take-Off!2. Orbitz Worldwide and United Continental Holdings Extend
Relationship!3. Travelers Extending Valentine's Day for a Romantic Getaway
this President's Day Weekend, According to New Orbitz Insider Index!
4. Orbitz Worldwide Supports Obama Administration Initiative to Increase International Tourism to the U.S.!
5. Orbitz Worldwide, Inc. to Participate at the Citi 22nd Annual Global Entertainment, Media & Telecommunications Conference!
1!2!3!4!
5!14%
35% 35%
16%
Blogs News Twitter Forums
67% 23%
5% 5%
Expedia Orbitz Ebookers Opodo
Competitor SoV: 5% î
Source SoV: Blogs raising Popularity
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Engagement!
32%
28%
26%
14% Flights Hotels Deals Car Hire
Topic SoV: Flights raising
0 200 400 600 800
Blogs
News
Forums
Traffic Drivers: Twitter ì
10
9
30
0
1
44
31
46
3
96
46
60
24
97
3
0% 20% 40% 60% 80% 100%
Overall
Blogs
Forums
News
Negative Neutral Positive
Sentiment: -4% î
(Traffic-Zahlen erfunden)
Topic SoV: Flights ì
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Cases & Issues!Actual Watchlist: 8 Key Facts
• Cases: 188 ì • Closed Cases: 164 ì • Negative Cases: 30% î Main Topics: Website Usability
(Invented)
15%
21%
32% 11%
6% 15% Website
Delays
Accounting
Pricing
Ideas
Hotels
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Locations!
76%
14% 10%
English German French
Languages Countries
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Twitter in Detail! (Example, some for Blogs etc.)
Reach: 1.7 million impressions Tweet Count: 1,481 (estimated) Peaks 1. Séjours en promotion 2. Séjours en promotion 3. 100.000 Euro Facebook-
Gewinnspiel
1!2!
3!
Influencer Locations
Topics
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Core Metrics in Monitoring!Metrics Description Posts (also Popularity)! Number of posts/articles!Impressions (also Viral Reach)! Number of Impressions!Share of Voice (SoV)! Share of posts of a brand in comparison to the
competitors!Topic SoV! Share of different topics related to a brand!Source SoV! Share of different platforms / sources related to a brand!Word Cloud / Buzz Graph! Visualization of important keywords!Opinion Leader (also Super User or Influencer)!
Authors / Users with high reach and influence related to a brand or topic!
Sentiment! (Automated, mostly inaccurate) assessment if a post is positive, neutral or negative!
Traffic! Website Visits due to Social Media Platforms (Twitter, Facebook, Pinterest etc.)!
Demographics! Info about country, language, age, gender, profession etc. !
… Monitoring Tools!
27!
Quick‘n‘prettyDirty: Google Alerts!
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28!
Usefull free: Social Mention!
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Netbreeze Community Report!
> Data and Filtering - Source coverage, especially in core markets (e.g. Asia)!- Language Filtering!- Country Filtering (based on social profiles!)!
> Usability > Workflows
> Features based on social media processes !> In-Sourcing vs. Out-Sourcing
30!
Main tool evaluation criterias!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !
Top Tools • Sysomos Heartbeat: Interface, Source Coverage!• Radian6:Twitter/Facebook Firehose, Console, CRM, Usability,
Country filter!
Great price-performance • Viralheat: Solide Tool, no workflows!• UberVu: Great Interface, strange source structuring!
Raising stars 2011 • Brandwatch: Flexible Dashboard, Workflow finally!• Engagor: Beste Interface, useful data interpretion!
Goldbach Interactive! 31!
Goldbach Interactive Review 2011!à http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-report-2011
Alterian SM2, Visible, Meltwater, Infego Social Radar, Jive, Netbreeze, Position, Ethority, Netvibes, Lithium, Beevolve, Attensity, Custom Scoop, Tracur, Spiral16, Synthesio, Sprout Social, Arvator Services, Cision, Vocus, bc.lab, Brandchats, Dialogix!
Stay tuned. New report
coming soon!
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… Measuring Owned Media!
Facebook Insights = detailed, but weird!!
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Crowdbooster!Simple Tool: Great value
for money / free!
Social Media Management Tools: > 1000 CHF / mt.!
… Scorecard!
Overall context of reporting!
Mike Schwede, Creative Commons 3.0 BY SA !
Business Goals!
Social Media Strategy & Objectives & Platforms!
Social Media Metrics!
Social Media Reporting!
Sources & Tools!
39!
Mike Schwede, Creative Commons 3.0 BY SA ! 40!
Develop Reporting evolutionary!
ROI Dashboard Summary Dashboard
Facebook Report
Marketing Report
Editorial Report
Community Mangement
Report Twitter Report
Blog Report
Earned Media Report
> The responsible person creates a report
> Gradual aggregation
> Evolution: Start with the concrete and important (Facebook Report), add detail (Content Report), and later include Management Summaries
Detail Reports Platform Reports Management Reports
Marketing & Communication!• Reach • Engagement • Influence • Position • Protection
Support & Innovation!• Support • Satisfaction • Innovation
Sales!• Visitors • Leads • Sales
Organisation!• Empowerment • Leadership
Social Media Strategy !
Mike Schwede, Creative Commons 3.0 BY SA ! 41!
Social Media Scorecard!http://wp.me/pKMmx-8Z
… Organization!
> Processes Embedded in your social media organization!
> Involve stakeholder early!
43!
Organization!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !
Marketing Corporate Communication Customer Care HR
Product Management
Market Research Sales CxO
Personal Investments are core à Enough resources available? à Can you define a useful application of social media monitoring?!Tools decrease manual efforts, but do not replace them.!Minimum of 10% FTE needed!Setup 10-30 T CHF (depending on languages, countries, topics/brands)!Monthly Fees around 1 – 3 TCHF for pro tools, 50-200 CHF for simple tools!Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 44!
Costs and efforts!
… Q&A!
Mike Schwede, Creative Commons 3.0 BY SA ! 46!
Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker.
@mikeschwede M +41 78 600 888 2 W http://mike.schwede.ch
MIKE !SCHWEDE!
Fotocredits: tim geers