The  Digital  Marke.ng  Experts  

Using Measurement Tools to Gain Social Media Insights

Dr. Mathew McDougall CEO, Digital Jungle

Lets use some questions to help us get started

•  The differences between monitoring and measurement

•  What are the types of data points we can use?

•  Let’s take a look at a Social Media monitoring tool

•  What each can do for your organization

Lets get the definitions straight

Monitoring is ...

watching or listening to conversations in order to determine a course of action

Measurement is ...

quantifying or qualifying online activity to establish success,failure or comparison

If you are monitoring

•  Improve branding & awareness

•  Protect/Improve reputation

•  Build community/advocacy

•  Increase customer satisfaction

•  Harvest research

•  Drive sales/leads

Monitoring is ...

If you are measuring

•  Protect your reputation

•  Facilitate customer support

•  Invite innovation

•  Build trust

•  Market through conversation •  Gather business intelligence

Measurement is ...

Tip #1

Before you start - Set Goals…. None of these things happen if you don’t first know what you’re trying to accomplish!

Monitoring Data (KPI’s)

Monitoring Data (KPIs) • Volume of conversation • Sentiment & tone around your brand • Conversational market-share • Competition comparison • Audience characteristics

• Related topics • Influential voices • Location of conversations • Brand mentions • Service issues/needs • Real-time opportunity

Monitoring ...

Measurement Data (KPI’s)

Monitoring Data (KPIs) Website metrics

• Traffic • Social outpost traffic

Conversions • Sales • Leads • Downloads

Search metrics • Rankings • Backlinks

Share metrics • Shares • Click throughs

Social audience metrics •  Fans/Followers/Friends •  Outpost activity •  User-generated content •  Comments •  Ratings/Reviews •  Volume of conversation •  Sentiment & tone •  Conversational marketshare •  Competition comparison •  Audience characteristics •  Bookmarks •  Referrals

Measurement ...

Tip # 2

Monitoring metrics ...

tell’s you who is saying what, when and where

Measurement metrics ...

tell’s you what you’re getting out of it

•  CLAY HBERT

•  FOUNDER & CHIEF ENGAGEMENT

OFFICER, TRIBES WIN

•  Set clear objectives and goals

•  Select measurement and/or monitoring metrics that provide insights for your selected goals

•  Combine web analytics with your social media monitoring

•  Identify owners for measurement and monitoring

•  Use technology where possible to ensure consistency of data and automating of collecting/reporting

Recommendations ...

Recommendations

TO START, WE NEED TO…

Understand what each does

Know what reports we can get out of

them

See the tools

Know how to set them up

The Freebie Tools •  Technorati (authority, links) •  Del.icio.us (quality/type) •  Google Analytics (traffic) •  Google Alerts •  Feedburner (subscribers) •  Compete/Alexa (relative traffic) •  Appsholic (social media) •  Video/photo (YouTube, flickr) •  Social bookmarks (Digg/Stumble Upon) •  Forums (Boardtracker/Twing) •  Communities, widgets •  uberVu (freemium) •  BoardTracker •  IceRocket •  Social Mention

Common issues with free tools…

• Limited data

• Limited functionality

• Most reporting is manual • RSS

But sometimes the free stuff can have some problems…

a number of very powerful paid tools

The Paid Tools

SIP:Enterprise (SinoTech Group) Alterian SM2 Lithium Radian6 Sysomos Trackur Visible Technologies Dozens more….

SOCIAL MEDIA MONITORING HAS SOME CONSIDERATIONS

Data accuracy and language semantics

Setup and configuration

Getting started with the tools

The hardest part of the tools is….

•  Setting Up Your Searches

•  Insist on assistance from vendor

•  Expect trial and error

•  Be patient

•  Understand 100% accuracy is not possible

Getting started with the tools

And a special mention….. about accuracy

•  Sentiment analysis is not an exact science •  Context, sarcasm and tone are killers

coincidences

•  Totality of web not possible •  Variations in results •  Think averages and trends… not exacts

Management loves reports

Reporting – Manual vs. Automatic

coincidences

•  Automatic can produce disparate reports (style,data,etc.)

•  Automatic a can offer real-time data

•  Manual is time consuming

•  Automatic is easier

Did I mention… Manual is time consuming

Thinking back…

Measurement Recap….

coincidences

•  Remember what we are trying to accomplish

•  Select reports that reflect the key performance indicators of those goals

•  Produce different reports for different stakeholders

•  Automate as much as you can

•  Contextualize with summary

DEEPER DIVE, LETS LOOK AT ONE…

SIP:Enterprise, a specialized Chinese language social media

platform… that also monitors in 12 other languages

What tool are we going to

take a look at?

SIP:Enterprise Dashboard

SIP:Enterprise Dashboard

An example

Who are my fans?

Where are my fans?

What sites am I talked

about? Men?

Age?

Are they Positive?

Mercedes-Benz – Deep Dive

Men.ons  

Site  Analysis  Geographic  Distribu.on  

Share  of  Voice  

BRAND  

Geographic distribution focused on the eastern cities

SOV spread through Portals, Microblogs, Social Networks & BBS/

Forums Strong voice from douban.com

Model:  A3  Men.ons  

Site  Analysis  Geographic  Distribu.on  

Share  of  Voice  

Geographic distribution focused on the eastern cities. With a high intensity in

Beijing and Shanghai SOV spread through Portals, Social

Networks & BBS/forums High number of mentions from

seller.cheshi.com

Detailed Analysis

Share of voice by car brand

Breakdown by car brand

Auto Scorecard (Models)

The auto scorecard ranks the 5 automotive models based on a defined criteria list. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness Quietness: Lexus CT200h and Audio A3 ranked highly in quietness

Comparison by car features

Things to remember

•  Set Goals

•  Translate to Calls-To-Action

•  Measure it

•  Trend & Track other KPIs

•  But don’t get distracted!

Thank  you!  

Chief  Execu.ve  Officer  

Dr. Mathew McDougall!My presentations on Slideshare: www.slideshare.net/digitaljungle

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