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Social Media MonitoringSMM
“Why, what and how? “by Dr. Ute Hillmer
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Social Media Monitoring is the key to value generation and to minimize risk in Social Media
Why Social Media Monitoring?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why Social Media Monitoring?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Website / Contentmgt. Trend‐ + Innovationmgt. Campaign Management Media Planning Mktg.Funnel Management
Marketing / Product Marketing
Lead‐ + Salesmgt. CRM Customer Service
Sales
Support Mgt. Issue Mgt. (Product, Distr. Partner)
Support
Brand Health, Image Health PR, ICR Issue Mgt. SM Optimization Competitive Analysis Investor Relations
Corporate Communications
Crisis Mgt.Executive Management
Process Mgt.HR Management
Why Social Media Monitoring?
19.12.2011
Source: A Framework for Social Analytics, Altimeter Group, p.8
Why Social Media Monitoring? Communication (Brand, Product, Corporate, …)
Which ones of the many Social Media channels should I use?
Where is my target audience?
How is content being discussed there?
Content, etiquette, form and stile
How do I best blend in?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Remember: The SocialMedia Toolbox
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Choose yourchannel wisely
Slide by PresentationAdvisors
Why Social Media MonitoringCommunication (Brand, Product, Corporate, …)
What content should I engage in /contribute?
What does my target audience talk about?
What conversations are already ongoing that I can contribute / influence?
How is content being discussed?
Content, etiquette, form and stile
How do I best blend in?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why Social Media MonitoringCommunication (Brand, Product, Corporate, …)
Are my communication efforts effective?Monitor online and offline marketing activities quantitatively and qualitatively.Adjust and modify in real‐time
Where are influencers, multipliers?Who acts as frequent influencers, who as multipliers?How to engage and ‘manage’ themWhat influences speed and reach in different channels
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Remember: Content Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
„Once upon a time…“ Storytelling
World‐Views
Remember: Manage theSocialEffect
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Reach and speedof spread
Why Social Media Monitoring? IssueManagement
What expectations do different stakeholders hold?
Identify areas with potential for conflict early and address them proactively (before the broader public gets aware)
Identify, monitor and construct actions to manage/reduce/neutralize stakeholder discrepancy of expectations.
Develop an “early warning system”
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Remember: They talk about you!
They do it with or without you … you should steer the direction best you can!
Dell Hell was a showcase starting point in 2005
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why Social Media Monitoring? Brand Management
What brand image do stakeholders have in mind?
What brand image do I want them to have?Develop brand buzz to help steer brand image (truthful and authentic)
Monitor brand image of core stakeholder groups and construe action to reduce discrepancy if necessary
Identify brand associations
Monitor the competition19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why Social Media Monitoring? Customer Service andSupport, CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customers
Identify and bond with advocates
Identify and utilize star experts
Reduce support cost19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why Social Media Monitoring? ProductMarketing andR&D
Identify + address product shortcomings / improvement opportunities
Customer / user complains
Customer / user suggestions and ideas
Customer / user use cases
Identify and address core customer needsIndustry discussions
Crowd sourcing
Identify trendsIndustry discussions
Crowd sourcing19.12.2011Dr. Ute Hillmer, Better Reality Marketing
SMM Value Creation and KPIs
Traditional Online MarketingPage ImpressionsUnique VisitorsConversions
Social Media MarketingFoster DialogPromote AdvocacyFacilitate SupportSpur Innovation
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
SMM Value Creation and KPIs
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: rolandfiege.com
Success metrics must be developed with specific business objectives in mind to be used and useful.
mythological, pragmatic, common sense
SMM Value Creation and KPIs
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: Social Marketing Analytics, Altimeter 2010, p. 9
“No single set of objectives can accommodate all business models or corporate initiatives. Yet, based on our collective client work we’ve identified four objectives that serve as a foundation for effectively measuring social marketing using an objective‐based methodology.”
SMM Value Creation and KPIs
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: Social Marketing Analytics, Altimeter 2010, p. 10
Starting a conversation / offering audience something to talk aboutAwareness, WOM, promotion/endorsement of conversation Requires relevant + meaningful content
Engage with individuals to elicit feedback and gain deep insightfollow the conversations
Respond to individuals on behalf of the brand / product / companythrough genuine interactiondemonstrate willingness to interact in chosen media
SMM Value Creation and KPIsFoster Dialog
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Share of Voice (competitive intelligence metric)
Relative percentage of brand mentions in media among a competitive set
Audience Engagement (product or topic metric; marketing metric)
Proportion of visitors who participate in a specific mktg. initiative (commenting, sharing, linking back, …)
Conversation Reach (product or topic metric; marketing metric)
number of unique visitors who participate in specific brand/issue/topic conversation across one or more social media channels
SMM Value Creation and KPIsFoster Dialog KPIs
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Motivate individuals to become brand/product advocates without official connection
Enlarges circle of influence through encouragement of WOM and virality
A ‘neutral’ combat of brand/product marketers to promote and protect
Develop relationship w/ individuals that have a brand affinity (fans) and that are influential
develop existing customer relationships towards advocacy
Segment advocates by degree of influence and core topics
SMM Value Creation and KPIsPromote Advocacy
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
SMM Value Creation and KPIsPromote Advocacy KPIs
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Active Advocates Number of individuals generating positive sentiment over given timeframe
Advocate Influence Relative percentage of influence for individ. advocate over one/more channelsInfluence measured by volume of relevant content, comments, shares; reach compared w/ average.
Advocacy ImpactImpact of direct/indirect contributions of advocate on conversations. Complicated multi‐touch metric. Best measured when linked to conversions.
Individuals can expose their service issues to the world. Those listening develop an impression about brand/company /product. Support through SM is imperative.
Resolving service issues through SM via company response or crowd‐sourcing alternatives
Speedy issue resolution with quality and integrity
Evaluate satisfaction w/ survey and by monitoring feedback.
SMM Value Creation and KPIsFacilitate Support
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
SMM Value Creation and KPIsFacilitate Support KPIs
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Issue Resolution RatePercentage of customer service inquiries resolved satisfactorily through SM. Ideally compared with traditional support metrics. Cost saving metrics can be derived
Resolution TimeAmount of minutes/hours/days required to produce a human generated response. Comparison to traditional support metrics
Satisfaction ScoreIndicates the relative satisfaction of customers. Any combination of quality, delivery, perceived value, overall performance. Should not replace traditional customer satisfaction surveys.
Extraordinary byproduct of engaging in SM. Organizations can take cues from customers comments, suggestions, conversations if they listen carefully.
Gathering customer inside by identifying market needs and service opportunities
Acting on ideas and community feedback
Delivering new products/services to market with credit to customers.
SMM Value Creation and KPIsSpur Innovation
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
SMM Value Creation and KPIsSpur Innovation KPIs
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Topic TrendsBrand/product/service topics identified by monitoring SM conversations. As w/ keyword analysis, success depends on capturing the context and less common keyword substitutes.
Sentiment RatioRatio of positive, neutral and negative brand/product/service… mentions. Different action is recommended for the tree options. Automated sentiment analysis is not yet reliable.
Idea ImpactRate of interaction, engagement + pos. sentiment generated from a new product or service idea. “next generation focus group”. Test concepts, prototypes, … Challenge is to keep critical secrets secret.
SMM Challenges
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Disparate SourcesMost conversations occur off the main website. Ever increasing sources with different characteristics. Few best practices to learn from.
Inconsistent DatasetDifferent tools have different filtering capabilities. Data can only be drawn from public sources (privacy).Crawlers and spam filters influence results
New BehaviorsSM creates new behavior: re‐tweets, likes, check‐in,…
Language LimitationsLanguages, industry terminology, slang, Irony and sarcasm, emoticons
SMM Challenges
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Use the “so what” test for each metric in the context of the business goals
Result‐oriented metrics over action‐oriented metrics
Know the limitations of your data set (confidence levels, especially for automated text based analytics)
The SMM Process
Goal Setting
Analysis Design
Data Akquisition
Data Transformation
Data Analysis
Reporting
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
The SMM ProcessGoal Setting
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Revenue
Customer Value
CostLink to corporate goals and key performance indicators gives the context(of key importance in order to achieve and keep management buy‐in)
RevenueLink to revenue gives instant understanding what one talks about
CostCost cutting: digital Marketing as a better alternative
Customer Value Higher customer satisf. higher revenue, reduced costBetter market position
The SMM ProcessGoal Setting
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: based on blue‐ocean‐marketing.com
Cost
Customer Value
Revenue
The SMM ProcessAnalysis Design
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Where, what, how fast?
Identify the relevant sources
What are the search terms, keywords and exclusionsname contexttopic context semantic context
One time data screening + status quo analysiscrawling + scraping with depth+ quality, incl. blogs and forums
Adjust while you go
The SMM ProcessAnalysis Design: Twitter
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
4 main data types on TwitterUser data
relates to the user who posted the message.Friend and follower data
relates to the relationship a user has to other users.Tweet data
all the details and content relating to a particular tweet.Places and Geographic data
the geographic and location based aspects relating to a person or tweet.
4 main measurements to measure for impact of the activity on TwitterImpressions – aggregated users exposed to messages.Reach – number of unique users exposed to a message.Frequency – number of times each unique user reached is exposed to a message.Relevancy – reach to specific demographics.
The SMM ProcessOngoingData Acquisition
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Ongoing crawling and scraping Adjust sources, quality and depth on an ongoing basis
Adjust goals and KPIs on an ongoing basis
Adjust to changed and new SMs
But remember:
Only by comparison of historical and current data will true learning occur
The SMM ProcessData Transformation
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Scraping of data to increase data qualityRemove irrelevant sourcesSpamCode artifactsDups
Tagging and archiving of data to prepare for data mining
Metadata used for taggingDB storage as text based documents
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
1. Base Line Analysis (can be seen as part of the Analysis Design)
2. Ongoing Monitoring Analysiswith free tools (technology)
with paid for tools (monitoring tools)
as a full‐service package (agency service)
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Nov. 2011 interview with socialbakersVP Marketing Katrina Wong.
What does Socialbakers measure?
KW: We naturally look at the number of fans, number of followers, etc., but what
we’re really focusing on is engagement – it’s so important to look deeper than at
just the number of people on your page. It’s about what people are saying, how
often are they saying it and drilling further into that. It’s about how often people
are visiting your page, how long are they staying there, how often are they
saying things about your brand. It’s about the level and quality of feedback rather
than being just about numbers; that’s how I think about the engagement metrics
Socialbakers provides.
Source: http://www.freshnetworks.com/blog/category/topics/social‐media‐monitoring‐buzz‐tracking/
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Pilot Study 2011
Source: pilot studyThornley Fallis, 2011
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
“Pretty Charts”
Source: pilot studyThornley Fallis, 2011
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
“Analysis”
Source: pilot studyThornley Fallis, 2011
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Some questions
But are all these kitten lovers net new people every month?
Is this just a one time spike because of something in the news?
Are we building relationships with any of these people?
Source: pilot studyThornley Fallis, 2011
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: pilot studyThornley Fallis, 2011
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: pilot studyThornley Fallis, 2011
A list of the top Twitter influencers for Nikon (geofilteredto Canada) based on Sysomos with an algorithmic authority score, sorted by volume.
If one dives deeper and looks at these users, nearly all are spam or of little value to the brand.
The most passionate and influential Nikon brand advocates?
The SMM ProcessData Analysis
19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: pilot studyThornley Fallis, 2011
The SMM Process
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Source: http://rolandfiege.com/social‐media‐monitoring/
The SMM Process
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Source: http://rolandfiege.com/social‐media‐monitoring/
The SMM State of Technology
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Source: http://rolandfiege.com/social‐media‐monitoring/
Data Acquisition
?% ?Depending on vendor
iterative / automated
Sentiment Analysis
~ 30‐50%manually /semi‐automated
Statistical Analysis √ 100%
iterative / automated
Reporting√
100%on demand / Automated
SMM VendorsList
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Anbieter aus D‐A‐CHUnternehmen Name Tool / Service Webseite
altaresMediamonitoring Social Media Monitoring http://www.mediamonitoring.de
anetomyGmbH NetLens http://www.anetomy.net/
ATM Internet Media Monit. Internet Monitoring www.internetmediamonitoring.de
AUSSCHNITT Medienbeobachtung
Social Media Analyse http://www.ausschnitt.de/
bc‐lab Social Media Monitoring http://www.bclab.deBusiness Intelligence Group B.I.G. Screen http://www.intelligence‐group.comCogia Web2.0 Observer http://www.cogia.deCognita AG blueReport http://www.bluereport.net/Complexium CX‐Explorator http://www.complexium.deConsline Monitoring & News Services http://www.consline.comDSG Dialog Solutions GmbH Social Network Analysis http://www.dialog‐solutions.deEthority Social Media Monitoring http://www.ethority.de/hansen‐creativ Social Media Monitoring http://www.hansen‐creativ.deHyve AG Netnography Insights http://www.hyve.deImooty.eu GmbH & Co. KG Imooty http://www.imooty.eu/INDECA Social Media Monitoring http://www.indeca.de/infonitor infonitor http://www.infonitor.deInfopaq SMM (Radian6) http://www.infopaq.de/Infospeed web2monitor http://www.infospeed.de/Interactive Labs WebAlyzer http://www.interactivelabs.de/ITyX Solutions AG COMCRAWLER http://www.ityx‐solutions.deKantar Media WebWatch http://www.kantarmedia.de/Landau Media Web2.0 Beobachtung http://www.landaumedia.deMindlab Solutions GmbH netmind Sphere (Radian6) http://www.mindlab.deMindmatters GmbH Cloudtracker http://cloudtracker.fm/Netbreese Brand Monitoring Solution http://www.netbreeze.chnet‐clipping Social Media Monitoring http://www.net‐clipping.de/OBM‐Media e.K. Web Monitoring http://www.obm‐media.dePressrelations NewsRadar http://www.pressrelations.de
Steinbeis ‐ Transferzentrum der Hochschule Pforzheim
WEBSCANNER http://www.management‐monitor.de
Trendbüro InsightBench http://www.trendbuero.deTWT TWT Social Media Radar http://www.twt.de/Unicepta Medienbeobachtung http://www.unicepta.comVICO Research Consulting Social Media Monitoring http://www.vico‐research.com/de/Webbosaurus Social Media Monitoring http://www.webbosaurus.de/Webreputation webtrace http://www.webreputation.com/
Internationale Anbieter mit deutscher Niederlassung
Unternehmen Name Tool WebseiteAlterian SM2 http://www.alterian.de/AT Internet BuzzWatcher http://de.atinternet.com/Attensity Attensity360 http://www.attensity.com/de/Brandwatch Brandwatch http://www.brandwatch.com/Cision Deutschland GmbH CisionMonitor http://de.cision.comJive Software Market Engagement Solution http://www.jivesoftware.comLinkfluenceMeltwater Group
Social Media MonitoringMeltwater Buzz
http://de.linkfluence.nethttp://meltwater.com/
Nielsen BuzzMetrics http://de.nielsen.com/Publicis Consultans Net Intelligence http://www.netintelligence.com
SMM VendorsList
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
38 DACH vendors10 internat. vendors with a German branch
For a detailed list, see Stefanie Aßmanns Blog at:http://social‐media‐monitoring.blogspot.com/p/liste‐social‐media‐monitoring‐anbieter_22.html
SMM VendorsDespite variation + confusion from too many vendors, there are areas of strength: ability to capture conversations, sentiment and brand mentions across a broad scope of Internet activity.
help organizations “learn” necessary component for social media measurementsome solutions require a finite set of keywords and know what you’re looking for learn. Others capture a wider range of social interactions and aid in the discovery process. many commercial tools available offer the ability to track trends within conversations and reveal interesting facts about social media activity.
Almost all tools lack the ability to define custom metrics or perform true analytical analysis on the data. For organizations with complex KPIs + need to segment and analyze data at granular level, limitations are frustrating because tools cannot deliver.
The good news: social media monitoring tools are improving every day.
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Terminology
SEM SEA SEO AdSense
AdWordsCTR CPC CPM/CPTCPASentiment Analysis
19.12.2011
= Search Engine Marketing= Search Engine Advertising= Search Engine Optimization= Targets ads to site content and audience by ad serving services.
= Keywords Advertising by Google= Click Trough Rate= Cost per Click= Cost per Mille/Thousand= Cost per Acquisition= aims to determine the attitude of a message
19.12.2011Dr. Ute Hillmer, Better Reality Marketing