1.10. 12

#PRPLI + #AdelphiU

Social Media Analytics

that Delivers PR Results

FACEBOOK & Twitter for PR

Beyond

@LeeBogner

Slideshare.net/leebogner

@LeeBogner ’s #Intro

Social Media Tools Survey

Influencer Analytics

MARKET SURVEY

Just some of the dozens of tools available to: • help quantify and report • on people, companies and topics in the social media sphere

Market is rapidly evolving market • Larger players – being acquired, growing strong + larger • Small players – some gaining steam + client focused, some

limited reliability + algorithms

Use these tools to: • analyze mentions of brands, orgs, people • find + understand influence of industry thought-leaders • keep tabs of the competition

Influencer Analytics

Tools YOU Can Use for PR + marketing

MARKET SURVEY

Learn about:

• Established Tools: Radian6, Sysomos, Lithium

• Free Tools: Twitter Advanced Search, Google Alerts,

Social Mention

• Exciting Emerging Influencer Tools: Klout, Kred, Traackr, BlitzMetrics, YouCast

MAD MEN

DALE CARNEGIE

MAD MEN

@LeeBogner

Marketers are

experimenting

with a broad set

of So Lo Mo

related vehicles

@LeeBogner

providing greater

targeting than

traditional print

and broadcast

and offer new

collaboration

opportunities.

@LeeBogner

@LeeBogner

MAD MEN

@LeeBogner

@LeeBogner

OBJECTIVES, then Tactics

1 2 3 4 5 6 7 8

MONTHS

IMPACT

@LeeBogner

DOING

BEING

@LeeBogner

Themes for Beyond

Themes for Beyond

Themes for Beyond

USE Analytics!!

Analytics TIPS

Analytics TIPS

Analytics TIPS

Radian6

CASE STUDY

@LeeBogner

Radian6

CASE STUDY @LeeBogner

Radian6 Not all voices carry the

same weight online

– bloggers with many

website visitors or

Tweeter users with lots

of followers, have more

influence.

PR agencies can benefit

from Radian6 by

Discovering, Monitoring,

Warning

Response, Crisis mgt,

Brand Protection

CASE STUDY

@LeeBogner

Sysomos

Covers/Archives:

Blogs, forums,

microblogging, video

services, wikis, social

networks and major

news sources.

Real time monitoring

Sentiment

Text analytics

CASE STUDY

@LeeBogner

Sysomos - Influencers

Demographics

Trends

Influencers

Workflow

CASE STUDY

@LeeBogner

Sysomos

Brand

Measurement

CASE STUDY @LeeBogner

Lithium

Covers:

blog comments,

photo + video sites,

Twitter,

Facebook

Over 100 million

sources

CASE STUDY

@LeeBogner

Lithium

Data views

Emerging themes

Automated sentiment

Human override

Improving sentiment

Automated extraction

Export SM content

Export graph data

CASE STUDY

@LeeBogner

Analytics TIPS

Hashtag Search Twitter Search

powerful Advanced

features

Hashtag tracking +

data collection

Strengths:

• Cost = Free

• RSS Feed +

Readers to search,

aggregate +

• monitor keywords,

phrases, terms

Weakness:

Limited time storage

of Tweets CASE STUDY

http://search.twitter.com

@LeeBogner

Google Alerts

RSS

Email Alerts

Frequency Settings

Monitoring

developing news story

competitor or industry

celebrity or event

Manual, Labor Intensive

CASE STUDY

@LeeBogner

Social Mention

Social media search engine

that covers blogs,

comments, bookmarks,

events, news, videos,

and micro-blogging

services, 100+ Twitter,

Facebook, FriendFeed,

YouTube, Digg, Google

Aggregated and remix as a

single stream of info

Track what people are

saying about you, your

company, a new product,

or any topic social media

real-time.

Features email alerts and

personalized RSS feeds

for automatic and instant

updates.

CASE STUDY @LeeBogner

Analytics TIPS

INFLUENCE MEASUREMENT STUDY

@LeeBogner

Klout Takes into account your

social activity, size of

your followers (and their

relative activity) +

amplification + more***

Klout uses Twitter as its

primary network for

measurement, and has

added Facebook, G+,

LinkedIn and

Foursquare to create a

more well-balanced

assessment.

Brands are being ranked

*** full scoring details undisclosed

CASE STUDY

@LeeBogner

Klout SCORES

INFLUENCE

TOPICS and +K

LISTS

CASE STUDY @LeeBogner

Klout SCORES

INFLUENCE

TOPICS and +K

LISTS

CASE STUDY @LeeBogner

KRED.ly Measures influence in

online communities

connected by

interests.

Kred provides a

comprehensive score

for Influence and

Outreach by valuing

engagement and

audience quality over

follower count.

It is the only influence

measurement to offer

complete transparency

so users understand

exactly how their scores

are calculated. CASE STUDY

@LeeBogner

KRED.ly Combines the power of

personal influence

and generosity at

the true heart of

human relationships -

tight groups of friends

and subject matter

experts.

For marketers, Kred

presents the

opportunity to reach

and engage the

most trusted people

with the highest

likelihood of

relaying content to

their audience. CASE STUDY

@LeeBogner

Traackr Influencer identification

platform

Focus on PR & Marketing

professionals,

agencies & brands.

Identify the most

relevant influencers

for any topic or

conversation.

Identify influencers, and

track whenever they

mention you brand or

product.

CASE STUDY

@LeeBogner

“3 R’s” of TRAACKR’s scoring

algorithm.

REACH – measure total

audience size. Blog visitors,

Twitter followers, YouTube

subscribers, etc.

RESONANCE – How much

activity someone creates

when he/she publishes.

Interaction with their content.

Retweets, linkbacks,

comments etc.

RELEVANCE – How relevant

someone is to a topic. Does

he/she talk about this a lot?

Relevance is a factor of how

often someone uses the

keywords that drove the

search; the timing of the

keyword usage (more recent

posts are weighted more

heavily); the diversity of the

keywords used by an

influencer; and the placement

of keywords (title vs. body).

CASE STUDY

The combination of these three metrics drive Influencer “ranking” on any list. Relevance weighs more heavily than either Reach or Resonance.

Traackr

@LeeBogner

PORTFOLIO

Living, breathing representation of your brand.

Analytics your brand, individual product or sub-

brand on a social media channel, track all of

your social media metrics in one place.

CASE STUDY

blitzmetrics

@LeeBogner

COMPETITION

Find out how well you are engaging

customers through social media via

competition

USER INSIGHTS

Know your fans CASE STUDY

blitzmetrics

@LeeBogner

REAL TIME UPDATES

Your analytics NOW!

Stay on top of and interact with fans

quickly,

REPORTING

Create customized, shareable reports quickly and easily.

Reports can also be run on a pre-determined schedule

or triggered based on an alert – either metric-based or

event-based.

Manhattan based, social

media campaigns for Pepsi,

McDonalds & GE

Core:

* campaigns through 8,000-

strong influencer network

* database of blogs, forums

and other communities on

Facebook & Twitter etc.,

* evolves and grows week

by week.

Delivered

over 2,000 campaigns

Reaching 120 million

consumers.

“flexibility to find granular

insights which help

underpin our services, in a

fraction of time it would

normally take.” CASE STUDY

@LeeBogner

youcast

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