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Social Media Metrics[an introduction and approach]
1.1.introduction.introduction.2.2.approach.approach.3.3.tools. tools. 4.4.examples.examples.
section onesection one: : introduction.introduction.
connection
community
collaboration
characteristics.[what is social media?]
social mediasocial media is the umbrella term applied to the various is the umbrella term applied to the various online media that share these characteristics:online media that share these characteristics:
conversationtransparent
internet & social media.[reach & statistics]
local social media reach:‣Facebook reaches 762,140 West Australians [The West Australian newspaper sells 333,768 copies on a Saturday]
‣Australians spend more time on Facebook than any other country - 8 hours 19 minutes per month.
‣Twitter is Australia’s fastest growing social site, the local audience increased by 400% last year with an estimated 250,000 members in WA
(Source, trybalitic)
social networking
forums
multimedia social bookmarking
micro blogsblogs
platforms.[what is social media?]
hyperlocal
user ratings& reviews
wikis
owned – paid – earned.[how does it fit into the mix?]
Like PR needs media monitoring to determine success
Social media
1.1.introduction.introduction.2.2.approach.approach.3.3.tools. tools. 4.4.examples.examples.
Section twoSection two: : approach.approach.
monitor & measure.[why do it?]
measure vs monitor
Monitoring lets you listen and respond in real-time and protect your brand from negative word-of-mouth.
Measurement is crucial for benchmarking and tracking your success over time. It’s what helps you draw comparisons to your peers, analyse the huge ocean of tweets and blog posts, and distil them to a list of actionable insights.
approach[listen, understand & join]
listen.‣ volume & trending‣ share of voice‣ tonal sentiment & themes‣ vocal stakeholders & keywords
understand.‣ understand the communities‣ audit resources & assets‣ outline objectives‣ benchmark & set goals‣ develop an engagement plan
join.‣ phased approach‣ ongoing measurement‣ tweak strategy if necessary
to participate or not.[risk/reward matrix]
exposure customers could say negative things & we have to respond
increased costs in resources: headcount, processes, software to support customers, etc.
less control: customers & competitors will talk about us (good & bad) and we’re not there
demonstrate lack of innovation
not prepared for a crises, stemming more ‘spikey’ costs
PART
ICIP
ATIN
GNO
T PA
RTIC
IPAT
ING
RISKS/CHALLENGES BENEFITS
connect with customers, foster WOM, increase customer satisfaction in support
demonstrate thought leadership, innovation, and foster trust.
tighter control over corporate messaging – although less control as market takes over public conversation
customers will use existing communication channels to get support – no social support
no short term additional costs in resources
Source: Jeremiah Owyang, web-strategist.com
1.1.introduction to social media.introduction to social media.2.2.approach.approach.3.3.tools. tools. 4.4.examples.examples.
Section threeSection three: : tools.tools.
tools.[quality & quantity]
how to measure?
The existence of this many tools and the fragmentation of the tools market is evidence of the fact that the space is not quite mature, and doesn’t yet have a set of agreed-upon metrics and best practices.
Source: Maria Ogneva, Mashable
tools.[options by type]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[google alerts]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[nielsen buzzmetrics]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[addictomatic]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[viral heat]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[social mention]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[radian6]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[scoutlabs]
listen.‣google alerts (free)‣google reader (free)
monitor only.
understand.‣nielsen buzzmetrics (AU$750 pm) ‣addictomatic (free)‣viral heat (from US$9.99 pm)‣social mention (free)
monitor & measure.
join.‣ radian 6 (from US$500 pm + data)‣ scoutlabs (now Lithium) (from US$249 pm)
monitor, measure & engage.
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
addictomatic
buzzmetrics
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
radian6
scoutlabs
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
scoutlabs
social mention
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
klout
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
scoutlabs
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data
viral heat
tools.[help choosing]
what to look out for
‣customisable dashboard ‣allocation of tasks‣sentiment‣find influencers‣add your own sources‣geographic areas‣historical data scoutlabs
viral heat
tools.[WA tips]
WA specific issues
‣hyper local ‣volume of australian sites covered‣requires unique name and reasonable volume of posts
1.1.introduction to social media.introduction to social media.2.2.approach.approach.3.3.tools. tools. 4.4.examples.examples.
Section fourSection four: : examplesexamples
examples.[interflora]
examples.[KML]
examples.[Murdoch bloggers]
1.http://au.linkedin.com/in/sandrariches2.http://www.slideshare.net/sandrariches
Any Questions?Any Questions?
