Social Media Integration Conference SMIATL

September 16, 2011Atlanta, Ga.

MEASURE THIS!The No B.S. Guide To Social Media

Monitoring & Measurement

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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

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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

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What the analysts say

•Define requirements first

•Develop your social media playbook

•Make you own measurement framework

Courtesy: The Altimeter Group. Used with permission.

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What the analysts say

Courtesy: The Altimeter Group. Used with permission.

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Key Takeaway ...

•What does monitoring mean for my organization?

•What does measurement mean for my organization?

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If You’re Monitoring ...

•Protect your reputation

•Facilitate customer support

•Invite innovation

•Build trust

•Market through conversation

•Gather business intelligence

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If You’re Measuring ...

•Measure sales/leads

•Measure cost savings

•Measure customer satisfaction

(The three business metrics!)

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If You’re Measuring ...

•Improve branding & awareness

•Protect/Improve reputation

•Build community/advocacy

•Increase customer satisfaction

•Harvest research

•Drive sales/leads

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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

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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

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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

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Key Takeaway ...

Monitoring metrics ...

tell you who is saying what, when and where

Measurement metrics ...

tell you what you’re getting out of it

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Recommendations ...

• 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.

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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

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Free Monitoring Solutions

• Google Alerts

• Twitter Search

• Social Mention

• PeopleBrowsr (freemium)

• IceRocket

• uberVu (freemium)

• BoardTracker

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Problems With Free

• Limited data

• Limited functionality

• Most reporting is manual

• RSS

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Paid Monitoring Solutions

• Alterian SM2

• Lithium Social Media Monitoring

• Radian6

• Sysomos

• Trackur

• Visible Technologies

• Dozens more

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Online Research Solutions

• ConsumerBase

• Listen Logic

• Spiral16

• Crimson Hexagon

• Collective Intellect

• Cymfony

• MotiveQuest

• Nielsen Online

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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

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Speaking Of Accuracy

• Sentiment analysis

• Random keyword

coincidences

• Totality of web not possible

• Variations in results

• Think averages and trends

sxch.hu

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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

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The ROI Pyramid

Courtesy: The Altimeter Group. Used with permission.

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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

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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

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Reporting Solutions Emerging

•SWIX (swixhq.com)

•Sprout Social (sproutsocial.com)

•Social Report (socialreport.com)

•ValueVine (valuevine.com)

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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

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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

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Key Takeaway ...

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Content Measurement

•Website•Blog•Tweets, Posts, Blahs•Newsletters

•Advertisements•Direct Mail•Annual Reports

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Define Your Content Qualities

•Whoʼs it for?•Whereʼs it placed?•Whatʼs its purpose?•Whatʼs the point?

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What those mean ...

•Audience•Channel•Purpose•Call-To-Action

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Website

Audience

Public

Purpose

Present product or service

Call-To-Action

Buy/Download/Subscribe

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Blog

Audience

Qualified Public

Purpose

Establish Authority, Organic Push, Rank in SERPs

Call-To-Action

Subscribe, Join, Buy, Download, Share, Link

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Email/Direct Mail

Audience

Customers, Qualified Leads

Purpose

Drive Trial, Drive Sales, Drive Referrals, Engage

Call-To-Action

Call, Schedule, Buy, Recommend, Respond

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Online Media/PPC Advertising

Audience

Purchase-Ready Qualified Leads

Purpose

Drive Sales, Drive Leads, Build Awareness*

Call-To-Action

Buy, Call, Download

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Twitter

Audience

Interested Public

Purpose

Establish Authority, Engage or Humanize, Organic Push, Customer Service

Call-To-Action

Follow, Subscribe, Respond, Retweet, Buy, Call, File Ticket

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Facebook/Google+

Audience

Interested Public

Purpose

Engage or Humanize, Organic Push, Customer Retention

Call-To-Action

Respond, Comment, Buy, Call, Provide Feedback, Participate

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A Resource ...

www.socialmediaexplorer.com/content-measurement

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The Key To It All

• Set Goals

• Translate to Calls-To-Action

• Measure That

• Trend & Track other PIs

• But don’t get distracted!

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Look! A Squirrel!

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Your Turn!

We’re Going To Build A Scorecard!

•Weʼre going to give you the overarching objectives

•Youʼre going to come up with some strategies

•THEN…Most importantly…Some metrics to track against those strategies!

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And The Objectives Are ...

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Thank You!

CHUCK HEMANN

@CHUCKHEMANN

EDELMAN DIGITAL

JASON FALLS

@JASONFALLS

SOCIAL MEDIA EXPLORER