Social Media Monitoring & Reporting

Social Media Monitorin and Reporting!

Swissnex / Swiss Academia 2012, Second Annual Meeting

Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker.

Lecturer @fhhwz, @mazluzern, @somexcloud.

1998-2011 Goldbach Interactive:

MIKE !SCHWEDE!

@mikeschwede http://mike.schwede.ch [email protected]

warm up!!

Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 4!

„EPFL is pretty social“!

a. EPFL: !13’113!b. ETH: !11’273!d. UniBL: !4’974!c. UniBE: !4’019!e. HWZ: !861!


HWZ: Twitter driven!HWZ

Uni Basel


EPFL Blogs

Tweets: 6.5 million impressions

Clean Space One Video

MIMO

Agenda!… Basics!… Reporting Example (Earned Media)!… Monitoring Tools in Action!… Measuring Owned Media!… Social Media Scorecard!… Organization & Costs!… Q&A!

8!

9!

Consumer trust in...!

Quelle: Nielsen Global Trust in Advertising Survey / worldwide / Q3 2011

92%

70%

58%

58%

50%

47%

47%

47%

47%

46%

42%

40%

40%

36%

36%

33%

33%

29%

Reccomendation from people I know Cosumer opinions posted online

Editorial content such as newspaper articles Branded Websites

Email I signed up for Ads on TV

Brand sponsorships Ads in magazines

Billboards and other outdoor advertising Ads in newspaper

Ads on radio TV program product placements

Ads served in search engine results Online video ads

Ads on social networks Online banner ads

Display ads on mobile devices Text ads on mobile phones

Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) !


The real conversion process!

Advertising!

Website!

Customers!

Booking a trip: 12x Google, 21 Travel Sites, 29 Days!

Theory Real world

à Social Reach Generate as much as (positive and relevant) buzz about your brand.!


Paid Media

Owned Media

Earned Media

Forrester, 2009!Controlle!

Trus

t!

Advertising…!

Website, own Blog,!Twitter, Facebook!

WOM, Buzz, Forums,!Third party Blogs etc.!

Social Media Monitoring Tools!

Social Media Management Tools / !

Web Analytics!

Web Analytics / Ad Management!

…  Social Monitoring Basics!

13!

How does it work?!Social Web (Blogs, Twitter, Foren, News,...)

Searching for articles & posts with keywords

Structure them by brands and topics

Generate nice looking graphs for the management

Action

Work on the posts structured


•  61.1 Billion Documents saved!

•  110 Mio. Blogs with

1.25 Mio. new articles per day!

•  12-15 Mio. Forum posts per day!

•  Twitter: up to 25‘000 Tweets per second!


Challenge: Volume!Example Sysomos MAP

Brand Name (most important)

Sub Brands, Products, Product

Groups, Labels

People (Management,

Board) (most important)

Important Suppliers

Competitors Topics, Issues & Campaigns

15!

What to track?!


Migros

Brands

Migros: Migros OR "Ein M

besser" OR "M Cumulus"

LeShop…

M-Electronic…

…

Labels

Aus der Region

Bio Suisse

…

Product Brands

M-Budget

…

Competitors

Coop

Aldi

…

Topics

Sustainability OR ecology OR …

Service

Product Range

…

Issues

Negative topics: Migros AND

poisoning

Palm oil

…

16!

Setup example Migros!


17!

Application Example!Fundamental Analysis for a (social media) stragegy!

Marketing Reports mit with quantitative and qualitative insights!

Crisis Monitoring and Reputation Management!

Customer Care / CRM!

Market Research for optimizing Sales, Products, Communication,…!

Sales and Lead Generation

Reports, AdhocSocial Media Measurement!

Tool, permanentSocial Media Engagement!


…  Example Report!Earned Media


Overview!Report: Ebookers, worldwide, 30 Nov 2011 to 27 Feb 2012, mike.schwede, Source: Sysomos

0 1000 2000 3000 4000 5000

Q4 Q3 Q2 Q1

News Forums Blogs Twitter

Reach: Competitor Share of Voice: 5% ì Engagement •  Favorability: 90% •  Sentiment: -4% î •  Topics: Flight 32% ì •  Traffic Drivers: Twitter ì Cases & Issues •  Cases: 188 ì •  Closed Cases: 164 ì •  Negative Cases: 30% î •  Main Topic: Website Usability Locations •  Top Location: Germany ì •  Top Language: English ì

76%

14% 10%

English German French

Commentary of the Community Mgmt. 1. We‘re gaining influence (Share of Voice

and at Twitter Influencer) 2.  Sentiment dropped, more Cases

concerning our accounting (!!!) 3.  People like our deals and promotions 4.  Brand is strongly connected to Orbitz 5.  Personal ressources are limited. No

readyness for a Shitstorm


Reach & Influence!

Main Peak Driver was Traditional News!1.  Hugely Popular Orbitz 50 Faves Facebook Game Is Ready for

Take-Off!2.  Orbitz Worldwide and United Continental Holdings Extend

Relationship!3.  Travelers Extending Valentine's Day for a Romantic Getaway

this President's Day Weekend, According to New Orbitz Insider Index!

4.  Orbitz Worldwide Supports Obama Administration Initiative to Increase International Tourism to the U.S.!

5.  Orbitz Worldwide, Inc. to Participate at the Citi 22nd Annual Global Entertainment, Media & Telecommunications Conference!

1!2!3!4!

5!14%

35% 35%

16%

Blogs News Twitter Forums

67% 23%

5% 5%

Expedia Orbitz Ebookers Opodo

Competitor SoV: 5% î

Source SoV: Blogs raising Popularity


Engagement!

32%

28%

26%

14% Flights Hotels Deals Car Hire

Topic SoV: Flights raising

0 200 400 600 800

Blogs

Twitter

News

Forums

Traffic Drivers: Twitter ì

10

9

30

0

1

44

31

46

3

96

46

60

24

97

3

0% 20% 40% 60% 80% 100%

Overall

Blogs

Forums

News

Twitter

Negative Neutral Positive

Sentiment: -4% î

(Traffic-Zahlen erfunden)

Topic SoV: Flights ì


Cases & Issues!Actual Watchlist: 8 Key Facts

•  Cases: 188 ì •  Closed Cases: 164 ì •  Negative Cases: 30% î Main Topics: Website Usability

(Invented)

15%

21%

32% 11%

6% 15% Website

Delays

Accounting

Pricing

Ideas

Hotels


Locations!

76%

14% 10%

English German French

Languages Countries


Twitter in Detail! (Example, some for Blogs etc.)

Reach: 1.7 million impressions Tweet Count: 1,481 (estimated) Peaks 1.  Séjours en promotion 2.  Séjours en promotion 3.  100.000 Euro Facebook-

Gewinnspiel

1!2!

3!

Influencer Locations

Topics


Core Metrics in Monitoring!Metrics Description Posts (also Popularity)! Number of posts/articles!Impressions (also Viral Reach)! Number of Impressions!Share of Voice (SoV)! Share of posts of a brand in comparison to the

competitors!Topic SoV! Share of different topics related to a brand!Source SoV! Share of different platforms / sources related to a brand!Word Cloud / Buzz Graph! Visualization of important keywords!Opinion Leader (also Super User or Influencer)!

Authors / Users with high reach and influence related to a brand or topic!

Sentiment! (Automated, mostly inaccurate) assessment if a post is positive, neutral or negative!

Traffic! Website Visits due to Social Media Platforms (Twitter, Facebook, Pinterest etc.)!

Demographics! Info about country, language, age, gender, profession etc. !

… Monitoring Tools!

27!

Quick‘n‘prettyDirty: Google Alerts!


28!

Usefull free: Social Mention!



Netbreeze Community Report!

> Data and Filtering - Source coverage, especially in core markets (e.g. Asia)!- Language Filtering!- Country Filtering (based on social profiles!)!

> Usability > Workflows

> Features based on social media processes !> In-Sourcing vs. Out-Sourcing

30!

Main tool evaluation criterias!


Top Tools •  Sysomos Heartbeat: Interface, Source Coverage!•  Radian6:Twitter/Facebook Firehose, Console, CRM, Usability,

Country filter!

Great price-performance •  Viralheat: Solide Tool, no workflows!•  UberVu: Great Interface, strange source structuring!

Raising stars 2011 •  Brandwatch: Flexible Dashboard, Workflow finally!•  Engagor: Beste Interface, useful data interpretion!

Goldbach Interactive! 31!

Goldbach Interactive Review 2011!à http://www.goldbachinteractive.com/aktuell/fachartikel/social-media-monitoring-report-2011

Alterian SM2, Visible, Meltwater, Infego Social Radar, Jive, Netbreeze, Position, Ethority, Netvibes, Lithium, Beevolve, Attensity, Custom Scoop, Tracur, Spiral16, Synthesio, Sprout Social, Arvator Services, Cision, Vocus, bc.lab, Brandchats, Dialogix!

Stay tuned. New report

coming soon!


… Measuring Owned Media!

Facebook Insights = detailed, but weird!!


Crowdbooster!Simple Tool: Great value

for money / free!

Social Media Management Tools: > 1000 CHF / mt.!

…  Scorecard!

Overall context of reporting!

Mike Schwede, Creative Commons 3.0 BY SA !

Business Goals!

Social Media Strategy & Objectives & Platforms!

Social Media Metrics!

Social Media Reporting!

Sources & Tools!

39!

Mike Schwede, Creative Commons 3.0 BY SA ! 40!

Develop Reporting evolutionary!

ROI Dashboard Summary Dashboard

Facebook Report

Marketing Report

Editorial Report

Community Mangement

Report Twitter Report

Blog Report

Earned Media Report

> The responsible person creates a report

> Gradual aggregation

>  Evolution: Start with the concrete and important (Facebook Report), add detail (Content Report), and later include Management Summaries

Detail Reports Platform Reports Management Reports

Marketing & Communication!•  Reach •  Engagement •  Influence •  Position •  Protection

Support & Innovation!•  Support •  Satisfaction •  Innovation

Sales!•  Visitors •  Leads •  Sales

Organisation!•  Empowerment •  Leadership

Social Media Strategy !


Social Media Scorecard!http://wp.me/pKMmx-8Z

… Organization!

> Processes Embedded in your social media organization!

>  Involve stakeholder early!

43!

Organization!


Marketing Corporate Communication Customer Care HR

Product Management

Market Research Sales CxO

Personal Investments are core à Enough resources available? à Can you define a useful application of social media monitoring?!Tools decrease manual efforts, but do not replace them.!Minimum of 10% FTE needed!Setup 10-30 T CHF (depending on languages, countries, topics/brands)!Monthly Fees around 1 – 3 TCHF for pro tools, 50-200 CHF for simple tools!Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) ! 44!

Costs and efforts!

… Q&A!


Sabbaticalist, Entrepreneur, Social Media Strategist, Communication Consultant, Speaker.

@mikeschwede M +41 78 600 888 2 W http://mike.schwede.ch

MIKE !SCHWEDE!

Fotocredits: tim geers