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A presentation I gave at the Social Intelligence 2014 Conference in San Francisco.
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Evaluating Social Media Tools that Work for YouBy TONY OBREGON
#socialintel2014Twitter: @tonyobregon
A social media tool is whatever makes your job easier.
AnApp
Software as a Service
Website
Online Subscription
Social Network
Many Reasons for Using Social Tools
• Monitor online perceptions and enhance brand reputation online
• Engage key audiences such as customers, prospects, media, employees
• Support business units including sales, customer service, marketing
• Increase productivity (especially if you have a small team – do more with less)
• Measure and analyze online campaigns and program activities
• Inform future strategies and set goals for your organization
Luckily, there is no shortage of social media tools.
Twitter 3rd Party Tools Contributed to the Explosion
• Over 1 million Twitter apps in 2011
• Created by close to 750,000 developers
• A new app registered every 1.5 seconds
• Many of them started with TW!
Source: Twitter Blog, July 11, 2011
3 Trends Impacting the Social Media Tools Market Today
Trend #1: Market Consolidation
Tech Giant Entering the Market Smaller Vendors Joining Forces
Some Vendors Closing Shop
Mergers and acquisitions are shaping a new social media tools market.
Trend #2: “Social Business” is Here
SALES & BIZ DEV
CUSTOMER
SUPPORT
HUMAN
RESOURCES
PR/COMMS/
MARKETING
IT DEPARTMENT
More business units are depending on social media tools.
Trend #3: Multipurpose Tools
Cross-functional
Team-centricVendor-agnostic
Multi-channel
Trend #3 is a byproduct of trends #1 and #2 as vendors merge
tools and make them more useful to a wider variety of users.
Categories of Social Media Tools
Content PublishingSocial Monitoring
Channel Measurement Influencer Identification
A simplified look at four main areas of social media.
Category: Social MonitoringTools for capturing online conversations and analyzing what’s being said.
Email Alerts
Key Features to Assess:
Channels Included Automated Sentiment
Geography & Language
Metadata Analyzed
Authority Analysis
Category: Content Publishing
Rapid Response
Key Features to Assess:
Multi-channel Posting Auto Syndication
Mobile Device Support
Advanced Scheduling
Team Workflow
Tools for syndicating digital assets to a variety of online channels and networks.
Category: Channel Measurement
Post Data Details
Key Features to Assess:
Engagement Metrics
Data Collections
Keywords/Hashtags
Tools for aggregating social metrics across your channels on social networks.
Channels Included
Tool Integration
Category: Influencer IdentificationTools for finding and ranking the most authoritative experts in certain subjects.
Content Analyzed
Key Features to Assess:
International Scope
List Management
Authority Ranking
Manual Edits Reporting Options
Popular Social Media Tools & Vendors
Influencer Identification
Channel Measurement
Content Publishing
Social Monitoring
4 Key Questions to Ask Yourself
1. What are total costs?
2. Will teams find this tool easy to use?
3. What kind of training/support do we get?
4. Do other tools integrate with this?
How Much Should I Budget for Social Media Tools Per Year?
Source: KissMetrics, 2012
In 2012, survey said:
• 74% pay less than $1,200 a year
• 19% pay $6K - $60K a year
• 4% pay $60K - $120K a year
• 2% pay more than $120K a year
http://blog.kissmetrics.com/social-media-monitoring-tools/
Free Social Media Tools
Measurement of Twitter Campaigns
• Analyzes last 50 mentions of a hashtag or keyword
• Uses Boolean language
• Provides estimated reach and exposure/impressions
• Ranks top contributors
• Lists each tweets with details
• You can order a full report of all tweets for only $20
www.tweetreach.com
Optimize & Manage Twitter Accounts
• Add multiple accounts up to 10K followers
• Details on who you follow & those following you
• Filter your community by a number of variables
• Create smart lists from searches
• Get insights into best times to tweet and
• Import email addresses to boost your network
www.socialbro.com
Create Custom Tabson Facebook
• Build tabs on Facebook for contests, coupons, polls, fangates, etc.
• Completely free to connect your other social networks to your Facebook page
• Easy to use interface
• Reporting capabilities
• Premium accounts are based on number of fans so pricing is very reasonable
www.woobox.com
Identify Phony Twitter Accounts
• Find out if an influencer has bought followers
• Get percentage breakouts of suspicious vs. inactive vs. good followers
• It identifies suspicious accounts for you for action
• Unlimited number of searches
• Ability to share results with your networks
www.socialbakers.com/twitter/fakefollowercheck/
Analyze Social Media Channels
• Instant metrics that analyze your social network activity
• Multiple reports for Facebook and Twitter
• Almost every channel covered including LinkedIn, Pinterest, Vine & Instagram
• Ability to link Google Analytics to get reports on your website or blog
• Reports are colorful and extremely insightful
http://simplymeasured.com/free-social-media-tools
For real user reviews of social media tools, check out TrustRadiushttp://www.trustradius.com
The Right Tool for Someone Else…May Be the Wrong Tool For You
Know What You NeedBefore You Invest
THANK YOU
@tonyobregon