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Maria Ogneva - Director of Social Media Attensity at Social Media Marketing 2010 (San Francisco) talks through social media measurement and monitoring and how to optimize the time you spend doing it. How to set goals, what metrics to track, and how to make sense of unstructured data for insight-driven strategies. Evaluate monitoring solutions, what to listen for, best practices for engagement, how to defend from competitors and how to structure insights that drive product development, pricing, and messaging decisions.
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July 8, 2010, Social Media Marketing 2010, Maria Ogneva
Social Media Measurement and Monitoring: A Primer
Everything You Need To Know: A Noob or A Pro
Thursday, July 8, 2010
Questions For You!
Do you monitor or measure social media?
What is the difference of monitoring vs. measurement?
Thursday, July 8, 2010
Monitoring vs. Measuring
Measurement
Shows you what happened
Metric during a time period
Purpose: to recap, compare, take a snapshot
Monitoring
Continual tracking
Realtime / near realtime
Purpose: to get involved, engage
Thursday, July 8, 2010
Why Measure?
photo source: http://www.flickr.com/photos/-skipper-/4033304182/
If you don’t know where you are...
how will you get anywhere?
Thursday, July 8, 2010
Why Monitor?
photo source: http://www.flickr.com/photos/mogwai_83/3022261893/Thursday, July 8, 2010
Monitoring
Thursday, July 8, 2010
What’s Your End Goal?
Thursday, July 8, 2010
Don’t Get Swallowed Up
photo source: http://www.flickr.com/photos/chantrybee/1053475778/
Volume is staggering
Many channels
SM is global
Low signal-to-noise ratio
http://www.flickr.com/photos/9080018@N07/1079598181/
Thursday, July 8, 2010
You Need A Plan
Triage
Route, involve others
Track & measure
Alerts
Dashboard
Thursday, July 8, 2010
Do You Triage?
Influencer analytics
Triage
Sentiment Message Type Content
Thursday, July 8, 2010
LARA: Listen, Analyze, Relate, Act
Hotelhardship
refund policy?Email
Service issuetweet
Thinking ofsuing post
“hardshiprefund” emailresponse auto-generated
Automaticallyrouted to legalfor review
Responses canbe reviewed byagent beforesending
AttensityRespond
Attensity“reads” textand extractsautomatedknowledgeabout what
the documentis saying
PeoplePlacesEventsTopics
Sentiment…
Routed toCustomerService forFollow-up andResolution
Automaticallyrouted to salesto share optionswith thecustomer
Consideringpurchase
post
Thursday, July 8, 2010
Measurement
Thursday, July 8, 2010
Just ‘Cause You Can Measure It...
http://www.flickr.com/photos/87919923@N00/1976880927/
...Doesn’t mean you should!
Thursday, July 8, 2010
What Are The Right Metrics?
Organizational Objectives:Stakeholders & Their Priorities
Social Media Objectives:Awareness? Engagement? Traffic? Conversion?
Customer Satisfaction? Sales? Research?
Only Then... Set Metrics
Thursday, July 8, 2010
Objective: Awareness, SOV
56%22%
22%
Honda PilotGMC AcadiaChevy Traverse
SentimentShare of voice Trend Discovery
Phrase clouds
Text analysis
Against competitorsOn a trendline
Against competitorsby channel
Positive NegativeNeutral Mixed
0
25
50
75
100
Jan Feb March April
Thursday, July 8, 2010
Objective: Traffic
photo source:: http://www.flickr.com/photos/85625337@N00/303641730/
Thursday, July 8, 2010
Objective: Conversion
SM Interaction Site visit Conversion
SaleSignup
Track sourcesConversationClick Link
Thursday, July 8, 2010
Objective: Engagement
commentsfeed subscribers
pingbacks, inbound linksdownloads, shares,
reblogs, etc
RTs@replies
DMscustom hashtags
likescomments
fansshares
wall posts
Thursday, July 8, 2010
Objective: Research, Product
CustomersCompetitorsIndustry
Sentiment analysisWhat’s driving itSemantic analysis
Thursday, July 8, 2010
Discovery: Analysis of Compliments
Thursday, July 8, 2010
Dig Deeper
Thursday, July 8, 2010
Discovery: Analysis of Complaints
Thursday, July 8, 2010
Digging Deeper
Thursday, July 8, 2010
CustomerCase Study
Thursday, July 8, 2010
Las Vegas Sands
http://www.flickr.com/photos/sergemelki/3278249663 http://www.flickr.com/photos/dph1110/4587830961/
Thursday, July 8, 2010
Platform Selection
Thursday, July 8, 2010
Selecting Your Platform
Monitoring? Measurement? Engagement?OR OR
YES!
Thursday, July 8, 2010
Platform Selection: Budget
Free? Premium?
more hackingfewer sourceslimited historyfewer metrics
source:: http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand’s-social-mentions/
less hackingmore sourceswider historymore metrics
Thursday, July 8, 2010
Platform Selection: Ease Of Use
Time commitmentEase of useAutomationSentimentAlertsAdvanced analyticsSPAM filter
Thursday, July 8, 2010
Platform Selection: Data
Blogs? Microblogs? Discussion boards?OR OR
YES!
Online News? Videos? Photos?OR OR
Thursday, July 8, 2010
Platform Selection: Building Topics
Topics are the building blocks
Garbage in -> garbage outbut...
photo sources: http://www.flickr.com/photos/grantmac/2578109298/http://www.flickr.com/photos/85941395@N00/2191292080/
Thursday, July 8, 2010
Platform Selection: Metrics & Reports
What are your KPIs (see slide 9)?
How often is data updated? Realtime?
Which reports can you build? How can
you share?
Thursday, July 8, 2010
Platform Selection: Engagement
http://www.flickr.com/photos/katie_made_me_do_it/4341628049/sizes/l/in/photostream/
How easy to engage?Engage from the app?Keep record?Rate to customer social data to internal record?Routing?Deep text analytics?Workflow?Everyone on same page?
Thursday, July 8, 2010
Platform Selection: Languages
photo source: http://www.flickr.com/photos/shawnecono/149172094/
Thursday, July 8, 2010
Questions?
Thank you for your attention and participation!
Contact info:
Maria Ogneva, Director of Social Media, Attensity
@themaria @attensity360 @attensity
http://attensity.com
mogneva (at) attensity (dot) comThursday, July 8, 2010
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