1Your Brand Sux: Turning Social Sentiment Into Opportunity

| Social Intelligence Guide for Marketing

6essential social listening metrics

2Your Brand Sux: Turning Social Sentiment Into Opportunity

Hi there,

Super excited that you found us here on SlideShare!

This short chapter taken from our new eBook on social listening for marketing also accompanies the launch of Microsoft Social Listening and Social Insights, powered by InsideView. Both are now available in Dynamics CRM at no additional cost and can be used by anyone with a professional license*. This type of affordable, democratized social insights is set to change the game for our customers, and we’ve only just begun.

We hope you find these tips valuable to your organization, and be sure to check out all three of our eBooks on social listening at the end of this presentation.

All my best,

Fred Studer GMMicrosoft Dynamics CRM https://twitter.com/fredstuder

DOWNLOAD THE EBOOKhttp://bit.ly/URBrandSux

*Social Insights, powered by InsideView, is currently only available in the U.S.

3Your Brand Sux: Turning Social Sentiment Into Opportunity

CONVERSATION VOLUME

The number of social interactions (blog posts, forum discussions, tweets, etc.) discussing a topic. Volume is a stronger metric when measured over time—marketers use conversation volume to set baselines for future campaigns. Here’s a tip: When you find a topic that works, work it. In other words, talk more about what your followers want to talk about and you’ll drive more conversation volume.

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4Your Brand Sux: Turning Social Sentiment Into Opportunity

DEMOGAPHIC METRICS

The collection of metrics making up the background details of online consumers. Social listening tools can collect data on consumer location, gender, and age. Marketers use demographic data to determine whether their campaigns reach targeted consumers.

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5Your Brand Sux: Turning Social Sentiment Into Opportunity

LEVEL OF INFLUENCE

The authority of an online consumer, measured by his or her overall reach online. A consumer with a highly read blog and thousands of Twitter followers is assigned a high influence score, while a commenter on a small forum has low influence. Your marketing team needs to engage with high influence followers. You can do that by following them back, interacting with their posts, and maybe even sharing their content when appropriate.

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6Your Brand Sux: Turning Social Sentiment Into Opportunity

MESSAGE OR AD REACH

The number of total impressions in an online discussion. Measured by the number of different sources covering a topic and each source’s potential page views. Many discussions start small, but once picked up by a larger source, will reach a large number of consumers.

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7Your Brand Sux: Turning Social Sentiment Into Opportunity

SENTIMENT

The positive or negative attitudes consumers express, generally scored as positive, negative, or neutral. Although many online brand mentions are neutral, containing no sentiment, social listening tools track adjectives around keywords to determine consumers’ tonality about a topic.

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SHARE OF VOICE

The ratio of discussion volume among multiple brands—often represented as a percentage and depicted in a pie chart. Many marketers track their brands against competitors’ to determine which company has a larger share of voice.

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9Your Brand Sux: Turning Social Sentiment Into Opportunity

Read our entire series on social listening

DOWNLOAD THE EBOOKhttp://bit.ly/Social4Closers

DOWNLOAD THE EBOOKhttp://bit.ly/WowService

DOWNLOAD THE EBOOKhttp://bit.ly/URBrandSux

10Your Brand Sux: Turning Social Sentiment Into Opportunity

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