Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation

social media monitoringwhat’s it all about?

Katie Morse

Community Manager

Radian6

[email protected]

C: 347.408.0638

@misskatiemo

- Copyright © 2009 Radian6 04/10/23

what is it?

204/10/23 - Copyright © 2009 Radian6

Monitoring (in this instance) means listening to conversations people have across the social web

Monitoring tools allow you to view that data both qualitatively and quantitatively

A hammer is just a hammer – it’s all about how you use it

before you begin


Avoid analysis paralysis• Determine your objectives• Define SMART goals (specific, measurable, attainable, realistic, timely)

• Identify metrics• Measure

Remember the little people, but think like one in charge

our focus and approach

4 04/10/23- Copyright © 2009 Radian6

Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

share of voice


awareness metrics


• Potential Reach• Mentions / Time Period• Inbound Links• Share of Conversation • Subscribers to Content• Referral and Recommendation Ratio• Brand Recognition• Brand-Specific Searches • Sentiment Trends• Content Resonance

sales metrics


• Lead Volume• Cost per Lead• Lead Value• Conversion Rate• Referrals• Retention Rate• Average Transaction (or Account) Value• Sales Value per Fan / Follower• Time to Close• Highest Value Lead Sources

where are they?


content metrics


• Views• Comments / Feedback• Clicks / Downloads• Length of Visits• Registration / Subscriptions• Shares• Inbound Links• Clarity of your Message• Conversions

engagement metrics


• Comments• Unique Commenters• Thread Size• Time with Content• Content Downloads• Subscriptions• Content Sharing• Suggestions / Feedback / Comments• Spinoff Content• Recommendations

are they paying attention?


Pages viewed by Media Type



Pages viewed by Classification



Number of Posts by Classification

and now…


Any questions?

@misskatiemo

[email protected]

347.408.0648

Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation

Documents

Transcript of Katie Morse's Central Virginia AMA Digital Marketing Summit Presentation