How to Find Out What's Working with Social Media Monitoring - Michael Procopio

#MCSF #SMmon

INTRO TO SOCIAL MEDIA MONITORING

HOW TO FIND OUT WHAT'S WORKING

#MCSF #SMMON

MICHAEL PROCOPIO@MichaelProcopio

[email protected]/in/MichaelProcopio

See an updated presentation athttp://slideshare.net/MichaelProcopioPlease follow me on SlideShare

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THANK YOU#MCSF #SMMON

QUESTIONS?

Michael Procopio

@MichaelProcopio

[email protected]

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It All Starts with

30 Mar 2013This work by MProcopio.com is licensed under a Creative

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Some Possible Goals



#MCSF #SMmon30 Mar 2013This work by MProcopio.com is licensed under a Creative


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Impressions

represent the gross number of items that couldhave been seen by all people, includingrepeats. The term “displayed” applies acrosschannels, browsers, devices, and othermethods by which an individual might see anitem.


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Example:Twitter followers + Retweet followers + blog views +LinkedIn followers + Google+ followers etc.

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Reach

represents the total number of unique peoplewho had an opportunity to see an ITEM or avalid reproduction of that ITEM across anydigital media.

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Example:1/ = Twitter followers + Retweet followers + blogviews + LinkedIn followers + Google+ followers etc.2/ = Deduplicate (if I follow you and I follow aretweeter count as 1 not 2)

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Engagement

is defined as some action beyond exposure andimplies an interaction between two or moreparties. Social media engagement is an actionthat typically occurs in response to content onan owned channel – i.e. when someoneengages with you.

Example:

@MichaelProcopio can I have your slides?



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Conversation

is defined as some form of online or offlinediscussion by customers, citizens, stakeholders,influencers or other third parties. Social mediaconversation includes online discussion about yourorganization, brand or relevant issues, whether viayour channel or third party channels – i.e. whensomeone talks about you.

Example:

Fred writes on David’s FB wall “have you looked atthe new Ford?”



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Online InfluencersKey criteria:

• Frequency. How often are they writing about topic

• Relevance, i.e. are they writing about topics that arerelevant and interesting to your stakeholders, arethey producing content that is interesting to them.

• Resonance – do stakeholders find the contentinteresting enough to forward, share, like orretweet?

• Trust – do people actually trust the information thatthose influencers are putting out there



Source: http://kdpaine.blogs.com/kdpaines_pr_m/2012/06/measurement-of-influence-may-be-even-more-misunderstood-than-engagement.html

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Consideration (mine)

User clickson link to getto your siteto specific

content

3rd partysyndication



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Leads (mine)

User clickson link AND

COMPLETESlead form

3rd partysyndication



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ROI

14

• $$ Returned on $$ Invested

• Fully burdened rate

• $125K

• $40

• 2567%

• http://bit.ly/csmny-roi



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Measure what you can act on

15

Message posts on a single forum board per week

Page views for total community



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Match you metrics to goals and company

16

User group meeting before/afterShare of Conversation

Company Company



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2 Weeks before Event 22-28 May (chart = 7days Sun-Sat)



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1 Week before Event (chart = 7 days Sun-Sat)



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Week of Event (chart = 7 days Sun-Sat)



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1 Week after Event (chart = 7 days Sun-Sat)



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2 weeks after Event19-25 June (chart = 7 days Sun-Sat)



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Facebook Insights (people talkingabout page)



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FacebookInsights(posts byreach) –what’sworking



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FacebookInsights(posts byengagedusers) –what’sworking



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FacebookInsights(posts byvirality) –what’sworking



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Twitter following over timeTotal Followers Month/month

0

500

1000

1500

2000

2500

3000

3500

HP_AppSecurity

HPBI

HPITOps

HPNNMi

HPSoftware

HPsoftwareALM

HPSoftwareMEMA

HPsoftwareNL

HPSWU

May Jun Percent change

9,237 9,551 3.40%



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Software Twitter (ending Dec 15) 2010

Tool: HootSuite



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Twitter

Tool: HootSuite



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Twitter – what’s working

2. HPITOps: Executives estimate that IT delivery will be 18% via public cloud and 28%by private cloud by 2015. http://bit.ly/aMhQIF

3. Link to: http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/McDonalds-Database-Compromise-3rd-Party-Lessons/ba-p/15807

4. HP ALM: Executives estimate that IT delivery will be 18% via public cloud and 28% by private cloudby 2015. http://bit.ly/aMhQIF

5. HP EIS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM

6. http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/The-War-of-Whistleblowers-WikiLeaks-vs-Jester/ba-p/13785

7. HP ITOps: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloudnews. http://bit.ly/borgLM

9. HP SaaS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM

10. HP ALM: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM

Tool: HootSuite



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Event Twitter



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SlideShare Top 20 SlidesPresentation Views

ViewsEmailShares

TweetsFacebookShares

Favorites Comments Downloads

199slideshowstotal

46,078 283 41 45 14 2 3,323

HP QualityCenterintegration:l...

2,156 8 0 1 0 0 49

Tips andtricks for HPOperation...

1,915 19 2 2 1 0 82

Using HPQualityCenterworkflow...

1,417 15 0 0 0 0 52

HP NetworkNodeManager i 9.0de...

706 2 1 0 0 0 39

08 BusinessServiceAutomationC...

566 0 0 0 0 0 25

Bestpractices formanagingyour...

561 5 0 0 0 0 36

Successfullyleveraging HPQuali...

542 2 0 0 0 0 34

Backup andrecovery forvirtuali...

535 1 1 0 0 0 28

03 hpcloud_services

516 0 1 0 0 0 91

ManagingVMware ESXenvironments

499 1 0 2 0 0 19

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LinkedIn following over timeMembers Month/month

0

500

1000

1500

2000

2500

3000

3500

2010-10 2011-01 2011-02 2011-03 2011-04 2011-05 2011-06 2011-07

May Jun Percent change

18,295 18,857 3.07%



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LinkedIn – What’s Working



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14.7% Other

Referring Domains

12.3% Wikipedia



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Wikipedia Articles

1,749,587

1,896,830

1,600,000

1,700,000

1,800,000

1,900,000

2,000,000

Q1 Q2

Views grew 8%



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Experiment: Social Syndication

169% higher average page views to blog posts thatare socially syndicated



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Resources



http://bit.ly/kdpaine-measure

KDPaine's PR Measurement Blogkdpaine.blogs.com

http://bit.ly/cspenn-measure

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More resources



http://www.smmstandards.org/

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THANK YOU#MCSF #SMMON

MICHAEL PROCOPIO@MichaelProcopio

[email protected]/in/MichaelProcopio

I’ll post an updated presentation athttp://slideshare.net/MichaelProcopio

How to Find Out What's Working with Social Media Monitoring - Michael Procopio

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