Sm2 Analysis Guide
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Transcript of Sm2 Analysis Guide
Using SM2’s Analysis Tools
A Guide to Presenting Social Media Monitoring ResultsPrepared by Techrigy Inc.
Get SM2 free from http://sm2.techrigy.com
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Using This Guide
• This guide uses an example from an actual SM2 search
• The format of the analysis may be copied or adapted for your use
• Charts and images are screen captures from SM2 from Techrigy
Get SM2 free from http://sm2.techrigy.com
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Search Example: WeCanSolveIt.org
• The Alliance for Climate Change, Al Gore’s organization launched a global awareness and call to action campaign called We Can Solve It with a logo that is stylized version of the word ‘we’.
• The keyword set up was simple and used the following:– Organizations: WeCanSolveIt.org, Alliance for Climate Change
• The words ‘Al Gore’ were not used because they would bring back too many unrelated results- we’re only interested in what social media is saying about the campaign itself
• We also avoided the terms ‘climate change’ and ‘global warming’ as they would return too many irrelevant results
• The search was run and brought back 772 results. The first result was dated 2/24/08, around the time the campaign was announced.
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Dashboard View for the Big Picture
• Dashboard provides a quick overview of trends and volume
• Sentiment gives you indications of how people feel, in this case strongly positive
• Top 100/1000 blogs shows number of results in the most influential blogs
• Top Ten Folders shows number of results in categories set up in SM2
• Top Ten Author Categories shows results organized by how authors tagged them
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Sentiment: Positive or Negative?
• Sentiment in SM2 is intended to be an indicator, not an accurate measurement.
• Sentiment shows a trend of positive vs. negative
• We use language patterns to identify posts that might be related to positive or negative statements
• You can drill down to a post that has sentiment indicators, read it and mark it as accurate or not
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Demographics: Who they are, where they are, what they think
• Gender/Age. We determine gender and age based on user profiles when available
• Geo-location. Mapping is based on where the social media profile indicates. Clicking on a country gives more details.
• Anywhere in the analysis screens you can hover over and see number of results; click to drill down to details.
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Drill-down: Examining the sources
• You can drill down anywhere in the Reports area
• Mouse-overs bring up a results count on any chart
• Clicking on the charts brings up the results
• Clicking on Full Detail brings you to a wealth of information for that result
• Clicking the URL in Result Details takes you to the actual social media site
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Authority Rank: How influential are they?
• We create an Authority Rank of one to ten based on a variety of factors:– Alexa ranking– Inbound links– Number of comments– Technorati ranking– Google PageRank and more
• Using Folders you can sort results by Authority Rank to focus on the most influential
• With drill-down you can engage the influencers directly
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How do social media users categorize your keywords?
• Your brands and keywords are being assigned categories by social media authors and commenters
• Tag Clouds show popularity of keywords by relative size
• User-driven keywords can be important to marketing campaigns and engagement
• Clicking in the cloud takes you to results sorted by author categories
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Presentation and Results Delivery
• Extensive Charting options include chart types, colors, 2D/3D, etc. Charts can be copied and pasted into your presentations.
• Search Results can be delivered on a periodic basis (Daily, Weekly, Monthly) via email or RSS feed for real time updates on the social media conversation
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Monitoring social media is the first step,engagement is the second…
• Start by listening to the conversation
• Then join the conversation as a participant, not someone pitching something
• Energize your supporters through engagement, sampling, access, etc.
• Support social media users by providing tools like social networks, forums, blogs, etc.
• Embrace customers by integrating their suggestions, resolving their complaints and generally engaging them in your product design/marketing processes
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Social media is not a fad
• It is a new communication layer built upon the Internet
• According to a recent Universal McCann study, 50% of all US adults are using social media- meaning we’re far beyond the early adopter stage
• It will replace or augment many traditional means of outreach
• It is sensitive to nuance and very fast to respond/critique
• New media choices appear in the hundreds of thousands daily: New blogs, Twitter-type services, social network pages
• As both a challenge and an opportunity, it cannot be ignored.
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SM2: Providing Visibility Into Social Media
Want to know more?
• Call us at 585-586-0160
• Email us at [email protected]
• Visit us at www.techrigy.com
• Join us at http://conversation.techrigy.com