Social Media Measurement Tools Disclaimer: All images such as logos, photos, etc. used in this...

Social MediaMeasurement Tools

Disclaimer:• All images such as logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only•

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.1

Social Media Measurement Tool Options

Option Description

Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTubeAnalytics over individual accountsBest for: Small businesses, Personal use

Aggregators Example: Socialmention, SamepointOverview of multiple social media sourcesBest for: Small businesses, Serious amateurs

Professional Example: Radian6.com; starts at $600, based on volumeDeep dive into significant amounts of dataBest for: Dedicated social media professional

Radian6:One of the market leadersin social media measurement.Steep learning curve.Expensive.

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.2

Source Tool: Facebook: OverviewTopic Description

Purpose Analytics for Facebook page administrators (business use)

Functionality Fans: Total fans; New and removed fansSubscribers: Unsubscribers and resubscribersDemographics: Age; Gender; Top CountriesMedia: Photo; Video; AudioInteractions: Total number of comments; Wall posts; QualityEngagement: Click-through rates; Discussion posts

Advantages Free; Fairly powerful

Disadvantages Limited to Facebook

facebook.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.3

Source Tool: LinkedIn: Overview

Topic Description

Purpose Limited metrics for LinkedIn pages

Functionality Personal account: Profile views; Inclusions in search results“Business Plus”: Traffic sources for “My Profile” views

Functionality LinkedIn GroupsMembers: Total members; New membersDiscussions: Total discussions; New discussionsUpdates: New postings for past 7 days

Advantages Free

Disadvantages Limited functionality

linkedin.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.4

Source Tool: Twitter: Overview

Topic Description

Purpose Limited metrics for Twitter accounts

Functionality Twitter Account: # of Followers; # of Followings; # of TweetsTwitter Search: Not automatic; Must proactively useTwitter Grader: Measure power and reach on Twitter

Third Party Tweet Deck: Track mentions (Retweets, @ replies)

Advantages Free

Disadvantages Limited to Twitter

twitter.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.5

Source Tool: Twitter Search: Overview

Topic Description

Purpose Search Twitter postings

Functionality Shows all tweets relevant to keytermProvides real-time news streamAdvanced search availableTargets keyterms, people, places, and so on

Advantages Free; Direct source measurement

Disadvantages Limited to Twitter only

search.twitter.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.6

Source Tool: Twitter Search: Screenshots

Stream ofTweets

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.7

Source Tool: Twitter Search: ScreenshotsAdvanced Search

Refine searchbased on selectionof keyterms to include, as well asnot to include

“Places” searchescan be useful whenrunning events

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.8

Source Tool: YouTube: OverviewTopic Description

Purpose Statistics over user channel and each channel

Functionality YouTube InsightViews: Total views; Unique viewersPopularity: Relative popularity; Top videos by % of total viewsDemographics: Age; Gender; Geographic areaEngagement: Total # of ratings; Comments; FavoritesDiscovery: Breakdown of sources of views for each videoHot Spots: Viewership compared to other same-length videos

Advantages Free; Fairly powerful

Disadvantages Limited to YouTube

youtube.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.13

Aggregator: Socialmention.com: Overview

Topic Description

Purpose Real-time social media search and analysis tool

Functionality User-selected sources: Twitter, Facebook, and so onStrength: Mentions in past 24 hrs / Total possible mentionsSentiment: Positive mentions / Negative mentionsPassion: # Authors discussing brand repeatedlyReach: # Unique authors mentioning brand / Total mentions

Advantages Free; Fairly powerful

Disadvantages Slow; Collects data in real-time

socialmention.com

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.14

Aggregator: Socialmention.com: ScreenshotsEnter search term Select sources

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.15

Aggregator: Socialmention.com: ScreenshotsScores: -Strength-Sentiment-Passion-Reach

Mentions: Many pages; Twitter, Facebook, and so on

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.16

Aggregator: Socialmention.com: Screenshots

Sentiment:- Positive- Neutral- Negative

#Hashtags:Good for Twitter

Sources:Shows breadth of app

Keywords:Good for SEO

Top Users:Find Key Influencers

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.17

Professional: Cision & Radian6 Dashboards

Topic Description

Purpose Comprehensive coverage of social media

Functionality Dashboard: Real-time monitoring of social mediaConsole: Highly scalable social web client Integrates with Salesforce.com and Webtrends.comTwitter, YouTube, MySpace, LinkedIn Answers, and more

Advantages Comprehensive; Logical layout; Powerful; Market-leading

Disadvantages Cision: $595 per topic per month (Radian6 technology)Radian6: $600 per month, based on volume

Cision, PR-focused variant of Radian6

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.22

Cision.com: ScreenshotsMain Dashboard Page

“River of News”

Posts by source:-Facebook-Twitter-Blogs-Company site

Metrics per user:Following, Followers, Updates, Sentiment # Posts over timeTotal # of posts

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.23

Cision.com: ScreenshotsActions for post- Assign company personnel to follow up- Assign status (reviewed, resolved,...)- Assign priority(low, medium, high)- Classify posting(complaint, sales lead,…)- Add notes(provide detail)- Analyze sentiment(positive, negative)

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.24

Cision.com: ScreenshotsSet up IM-based alerts

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.25

Cision.com: ScreenshotsSetting up New Topic

Add profile name

Add brand tracking

Add competitors

Add industry, keywords, …

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.26

Cision.com: ScreenshotsSet up Dashboard Widgets-Basic Widgets-Social Media Metrics-Twitter Analysis-Brand Analysis-Competitive & Industry Intelligence & Analysis-Workflow & Engagement

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.27

Cision.com: ScreenshotsBasic Widgets: 5 Total

Widget #1:River of News

Widget #2:Keyword Cloud

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.28

Cision.com: ScreenshotsBasic Widgets: 5 Total

Widget #3:Topic Analysisby Mediatype(blogs, forums, other)

Widget #4:Topic Trend

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.29

Cision.com: ScreenshotsBasic Widgets: 5 Total

Widget #5:Influencer

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.30

Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total

Metric #1:Trend Topic by Media Type

Metric #2:Topic by Language

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.31

Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total

Metric #3:Topic by Region

Metric #4:Top Viewed Videosand Images

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.32

Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total

Metric #6:Volume Comparison

Metric #5:Topic Sentiment Trends

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.33

Cision.com: ScreenshotsBrand Analysis Metrics: Showing 2 of 7 Total

Metric #5:Brand Trendsby Sentiment

Metric #1:My BrandRiver of News

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.34