Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation

social media monitoringwhat’s it all about?

Katie Morse

Community Manager

Radian6

katie.morse@radian6.com

C: 347.408.0638

@misskatiemo

- Copyright © 2009 Radian6 04/10/23

what is it?

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Monitoring (in this instance) means listening to conversations people have across the social web

Monitoring tools allow you to view that data both qualitatively and quantitatively

A hammer is just a hammer – it’s all about how you use it

before you begin

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Avoid analysis paralysis• Determine your objectives• Define SMART goals (specific, measurable, attainable, realistic, timely)

• Identify metrics• Measure

Remember the little people, but think like one in charge

our focus and approach

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Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

share of voice

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awareness metrics

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• Potential Reach• Mentions / Time Period• Inbound Links• Share of Conversation • Subscribers to Content• Referral and Recommendation Ratio• Brand Recognition• Brand-Specific Searches • Sentiment Trends• Content Resonance

our focus and approach

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Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

sales metrics

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• Lead Volume• Cost per Lead• Lead Value• Conversion Rate• Referrals• Retention Rate• Average Transaction (or Account) Value• Sales Value per Fan / Follower• Time to Close• Highest Value Lead Sources

where are they?

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our focus and approach

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Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

content metrics

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• Views• Comments / Feedback• Clicks / Downloads• Length of Visits• Registration / Subscriptions• Shares• Inbound Links• Clarity of your Message• Conversions

engagement metrics

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• Comments• Unique Commenters• Thread Size• Time with Content• Content Downloads• Subscriptions• Content Sharing• Suggestions / Feedback / Comments• Spinoff Content• Recommendations

are they paying attention?

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Pages viewed by Media Type

are they paying attention?

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Pages viewed by Classification

are they paying attention?

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Number of Posts by Classification

and now…

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Any questions?

@misskatiemo

katie.morse@radian6.com

347.408.0648