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Workshop presentation first given on 16 March 2010 in London, UK, at the Social Media World Forum.Presentation by Beth Granter, social media consultant, at NixonMcInnes.
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Free Tools for Social Media (research and measurement)
i’m a consultant at social media agency nixonmcinnes
hello! I’m Beth Granter
NixonMcInnes clients
Why free tools?
— Useful for pitch research, & to validate
plans
— Good when budgets are low
— Good in addition to paid tools
I’m going to talk about my toolbox
— Tools I use for research
— Tools I use for measurement
— What and how, not so much why
Tools for research
— To find people
— To rank influencers
— To find conversations, themes
— To plan when to act and what to say
Tools for measurement
— To baseline, assess current amount of
buzz
— To track changes
— Specific to platform vs generic
Google’s search filters
— Blogs
— Discussions
— Length
Google Insights:
to check timing & popularity of terms
Google Insights part 2:
to check folksonomy & regional interest
Google Wonder Wheel:
to explore & represent related searches
Google Ad Planner: to understand
audience behaviours, types of sites
visited
E.g. Gathering advice from forums and blogsSocialising on FacebookShopping for food and household items Researching property & holidaysReading newsWatching TV programmesPaying bills
Complex searches in Twellow
Location & bio search, & follow directly on the pageE.g. search ("united kingdom" | UK) ("football" | "footy”)
Filter by type in Samepoint- Grab RSS feed of results - At a glance sentiment (questionable reliability?)
Tracking buzz with SamepointTrack number of results (before, during & after campaign)
Sort delicious links by popularity
Greasemonkey plugin for Firefox
Facebook Insights
— Contact acquisition (total fans)
— Engagement (interactions)
Facebook Insights
— Audience insights (demographics)
Socialmention for research
Filter, subscribe to RSS & export CSV
Socialmention for measurement
(if you’re in a hurry)
Popularity vs influence
Source: Onalytica
Popularity vs influence
Twitter grader to find influence path
If you want even more Twitter metrics…
Firefox plugin for Google PageRank, Alexa
& Compete stats while you browse
Measures social media influence of an individual or brand, based on:
Popularity (who you know and the extent of your online network)
Impact (how much people listen to you online)
Activity (how active you are online)
Individuality (how easy you are to find online according to your name etc.)
Numerical values, e.g. x blog posts in the last month, fed into a vector that partially normalises over the user population, to get a final score. Like Google's PageRank
Google Analytics Advanced Segments
Google Analytics Advanced Segments
Use segments to exclude other ad
streams, e.g. banner ads
Then look at behaviour e.g. time
on site
Baseline & measure with search engine
results
Keeping track of blogger/forum
outreach
http://technorati.com/ Blog search and ranking
http://blogsearch.google.com/ Blog search
http://www.twellow.com/ Twitter directory
http://twitter.grader.com/search Twitter user search and ranking
http://google.com > Filter results by Discussions
http://www.samepoint.com/ Conversation search, buzz
http://socialmention.com/ Conversation search, sentiment
http://delicious.com/ Social bookmarking – search by popularity *use Greasemonkey plugin to order results
https://addons.mozilla.org/en-US/firefox/addon/2007 Google PageRank plugin for Firefox
http://www.facebook.com/ads/create/ Facebook Ad creator – demographic size
Finding your audience and ranking influencers