using measurement tools to gain insights into your social media audience
DESCRIPTION
My presentation that I delivered at SES Hong Kong (21st Sept 2011). Interesting case study on Mercedes-Benz using social media analytics to determine social media engagement, share of voice, geographic coverage and volume of online buzz (only a few of the many data points from the research)... A useful presentation for people wanting more information about this type of technology.TRANSCRIPT
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The Digital Marke.ng Experts
Using Measurement Tools to Gain Social Media Insights
Dr. Mathew McDougall CEO, Digital Jungle
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Lets use some questions to help us get started
• The differences between monitoring and measurement
• What are the types of data points we can use?
• Let’s take a look at a Social Media monitoring tool
• What each can do for your organization
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Lets get the definitions straight
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
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If you are monitoring
• Improve branding & awareness
• Protect/Improve reputation
• Build community/advocacy
• Increase customer satisfaction
• Harvest research
• Drive sales/leads
Monitoring is ...
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If you are measuring
• Protect your reputation
• Facilitate customer support
• Invite innovation
• Build trust
• Market through conversation • Gather business intelligence
Measurement is ...
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Tip #1
Before you start - Set Goals…. None of these things happen if you don’t first know what you’re trying to accomplish!
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Monitoring Data (KPI’s)
Monitoring Data (KPIs) • Volume of conversation • Sentiment & tone around your brand • Conversational market-share • Competition comparison • Audience characteristics
• Related topics • Influential voices • Location of conversations • Brand mentions • Service issues/needs • Real-time opportunity
Monitoring ...
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Measurement Data (KPI’s)
Monitoring 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
Measurement ...
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Tip # 2
Monitoring metrics ...
tell’s you who is saying what, when and where
Measurement metrics ...
tell’s you what you’re getting out of it
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• CLAY HBERT
• FOUNDER & CHIEF ENGAGEMENT
OFFICER, TRIBES WIN
• Set clear objectives and goals
• Select measurement and/or monitoring metrics that provide insights for your selected goals
• Combine web analytics with your social media monitoring
• Identify owners for measurement and monitoring
• Use technology where possible to ensure consistency of data and automating of collecting/reporting
Recommendations ...
Recommendations
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TO START, WE NEED TO…
Understand what each does
Know what reports we can get out of
them
See the tools
Know how to set them up
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The Freebie Tools • Technorati (authority, links) • Del.icio.us (quality/type) • Google Analytics (traffic) • Google Alerts • Feedburner (subscribers) • Compete/Alexa (relative traffic) • Appsholic (social media) • Video/photo (YouTube, flickr) • Social bookmarks (Digg/Stumble Upon) • Forums (Boardtracker/Twing) • Communities, widgets • uberVu (freemium) • BoardTracker • IceRocket • Social Mention
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Common issues with free tools…
• Limited data
• Limited functionality
• Most reporting is manual • RSS
But sometimes the free stuff can have some problems…
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a number of very powerful paid tools
The Paid Tools
SIP:Enterprise (SinoTech Group) Alterian SM2 Lithium Radian6 Sysomos Trackur Visible Technologies Dozens more….
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SOCIAL MEDIA MONITORING HAS SOME CONSIDERATIONS
Data accuracy and language semantics
Setup and configuration
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Getting started with the tools
The hardest part of the tools is….
• Setting Up Your Searches
• Insist on assistance from vendor
• Expect trial and error
• Be patient
• Understand 100% accuracy is not possible
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Getting started with the tools
And a special mention….. about accuracy
• Sentiment analysis is not an exact science • Context, sarcasm and tone are killers
coincidences
• Totality of web not possible • Variations in results • Think averages and trends… not exacts
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Management loves reports
Reporting – Manual vs. Automatic
coincidences
• Automatic can produce disparate reports (style,data,etc.)
• Automatic a can offer real-time data
• Manual is time consuming
• Automatic is easier
Did I mention… Manual is time consuming
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Thinking back…
Measurement Recap….
coincidences
• 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 summary
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DEEPER DIVE, LETS LOOK AT ONE…
SIP:Enterprise, a specialized Chinese language social media
platform… that also monitors in 12 other languages
What tool are we going to
take a look at?
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SIP:Enterprise Dashboard
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SIP:Enterprise Dashboard
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An example
Who are my fans?
Where are my fans?
What sites am I talked
about? Men?
Age?
Are they Positive?
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Mercedes-Benz – Deep Dive
Men.ons
Site Analysis Geographic Distribu.on
Share of Voice
BRAND
Geographic distribution focused on the eastern cities
SOV spread through Portals, Microblogs, Social Networks & BBS/
Forums Strong voice from douban.com
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Model: A3 Men.ons
Site Analysis Geographic Distribu.on
Share of Voice
Geographic distribution focused on the eastern cities. With a high intensity in
Beijing and Shanghai SOV spread through Portals, Social
Networks & BBS/forums High number of mentions from
seller.cheshi.com
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Detailed Analysis
Share of voice by car brand
Breakdown by car brand
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Auto Scorecard (Models)
The auto scorecard ranks the 5 automotive models based on a defined criteria list. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
Comparison by car features
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Things to remember
• Set Goals
• Translate to Calls-To-Action
• Measure it
• Trend & Track other KPIs
• But don’t get distracted!
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Thank you!
Chief Execu.ve Officer
Dr. Mathew McDougall!My presentations on Slideshare: www.slideshare.net/digitaljungle
Follow on Twitter: @sinotechian
Connect on Linkedin: www.linkedin.com/in/drmathewmcdougall
Read my blog: www.dmic.asia
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