Pubcon Vegas 2010 - Social Media: Measurements & Tools

Measurements & Tools

Presented by:Adam Proehl@adamproehl

Topics

Monitoring 101Some Basic Terms

Metric Description / Notes

Mentions Obvious – How many times was your brand mentioned?

Sentiment Positive? Negative? Neutral?

Share of Voice What % of the overall buzz about your market do you have?

Influencers Who is important to your industry? Your customers? Who can influence opinion?

Velocity How fast is the conversation spreading? How is it picking up steam?

Share metrics How often is content being shared?

Reach How far has this conversation gone? Who’s picked it up?

Social Media Dashboards

Limitations:

• Impossible for any one tool to measure everything

• You’ll ever capture it all

• Manual review constantly needed

• Closed profiles

• Keyword based

Web Analytics Similarities

3 Kinds of Metrics

“Mentions” or “Volume” Who Cares?

Is it good? Is it bad? Is it otherwise?

Context is everything

Without Context, Numbers are Just Numbers

&

Combined:

6 NBA Championships

5 League MVP Awards

14 All Star appearances

10 Scoring titles

9 All Defensive First Team honors

More than $1 billion in endorsement deals

=

Mike & Me……..

……And numbers alone can mislead

Sentiment: Both Actionable & Interesting

“Love the iphone, but AT & T sucks.”

“Successful call on 3rd try…. Nice network AT & T!”

“The new iphone is SICK!!!”

Just can be a time hog to get at:

You need to fill in the blanks………

Monitoring: What you really want to know:

Monitoring: What you really want to know (con’t)

Web Analytics 101

Best Practice: Metrics that provide actionable insights

Data is useless unless you can do something with it.

Your Customers are telling you:

• What they want• What they like• What they hate• You suck• Why you suck• How to not suck

• You rock• Why you rock• Who they talked to• Why you’re better • Why you’re worse• What their intentions are

You can act in real time

Social Media Measurements

Ultimate Actionable

Metrics

You “Like” Me! You REALLY Like me!

………well, maybe

Follow/Like Does Not Equal Engaged

“Context of an Action”

“What’s my motivation?”

“Like” Motivation

Source: Exact Target Facebook X Factors August 2010

Note: Respondents were asked to check all that apply.

The Check In

The coolest, sweetest, hottest trend EVER!!!

For 4% of online Americans……Key Findings:

PEW Internet Study Sep 2010

Oh yeah, ROI….

Source: blogs.eloqua.com

What?!? Can’t get an ROI?

Not exactly the best way to win over this guy

Overheard at Conferences…

Three Schools of Thought:

How about a fourth?

Three Schools of Thought:

4

Example: Complimenting & Leveraging Email

Exact Target’s Interactive Marketing Hub(www.exacttarget.com)

Flowtown(www.flowtown.com)

“Last Click” Analytics

Branded paid search sure does look good doesn’t it?

…..so does organic (we hope) …..so does that email

Thinking Ahead

Cool (and Free) Tools

Visit: http://ow.ly/38h6B to download this presentation

CrowdEye

• Tweets • Links• Volume• Sentiment• Locations

http://www.crowdeye.com

Snip-n-Tag (Firefox Add On)

• Shorten URL (bit.ly, ow.ly, etc)

• Sign in with bit.ly account to get click stats

• Make it instantlytrackable in Google Analytics

• All in one interface from a Firefox sidebar

Bit.ly/bH9tYH

Twitalyzer

• Link up with Analytics• Free and paid editions

Done as a society?

www.twitalyzer.com

BackTweets

• Pro & Limited Free Edition

• Type in URL to see who’s sharing links

www.backtweets.com

BackType

• Engagement Comparisons Chart• Audience / Link Metrics

www.backtype.com

Heardable

• Scoring Algorithm

• Category & Local Benchmarks

• Free (for now)

www.heardable.com

Twitter Sentiment

• Quick Snapshot

• Accuracy so-so

• Manual Review

• Good Starting Point

http://twittersentiment.appspot.com

Hashtags.org• Track

volume & trends

• Charts

• List of Tweets & Users

www.hashtags.org

Mentionmap

• Visual, Interactive tool of mentions• Networking & Degrees of Separation

http://apps.asterisq.com/mentionmap

Open Book

• Searches posts for keywords

• Check your privacy settings!

• Great info for a quick pulse

www.openbook.org

Open Facebook Search

www.openfacebooksearch.com

Similar functionality to Open Book, only not as pretty

Google Analytics – Tag Facebook Page

• Give your Facebook page a GA account profile

• How To:– Set up a new GA profile– Paste this line at the top of your FBML code:<fb:google-analytics uacct="UA-9999999-

99" /> 

Source: www.hongkiat.com

Key Takeaways

Thank You

Adam Proehladam@nordicclick.comwww.nordicclick.com@adamproehl

To get this presentation immediately: http://ow.ly/38h6B

Appendix

In case you didn’t get enough tools, here’s a bunch more after this slide.

48ers

• Search & Filter Multiple Networks

http://48ers.com

Foller.me

• User Info

• Topics

• Hashtags

• Mentions

• Geography

http://foller.me

Kurrently

• Facebook & Twitter

• Get Stream

www.kurrently.com

Who’s Talkin

• Search Multiple platforms• Narrow/Filter by platform

www.whostalkin.com

Website Grader

• How search & social friendly is your site?

www.websitegrader.com

Keotag

• Multiple Engines

www.keotag.com

TimeTube

• Video Timeline based on keyword search

http://www.dipity.com/mashups/timetub

Twittrratr

• Quick Snapshot

• Numbers

• Sentiment Highlighted

http://twitrratr.com

Keotag

• Multiple Engines

www.keotag.com

Face Pinch

• Topics, people, popular searches• Annoying Ads

www.facepinch.com

Metricly

• Track your metrics in one place• Pulls in Multiple Sources• Build Custom Dashboard

http://metricly.com/

Twilert

• Get Regular email updates on a keyword, hashtag, or user

www.twilert.com

Chatterscope

• Sentiment Analysis• Benchmarking (time, competitive,

geo, etc.)www.chatterscope.com

ReTweetist

• Tracks Retweets for a user or link

www.retweetist.com

It’s Trending

• Top Links being shared

www.itstrending.com

Booshaka!

• Search Keywords• Featured Topics

http://www.booshaka.com

Folowen

Quickly view and interact with a companies social network

www.folowen.com

PRmetrics

• Images• Videos• Blogs• Twitter• Slideshare

www.prmetrics.com