digital analytics and listening tools

A Review of Digital Marketing Analytics and Listening Tools

#1

We need to be on social media!

T H O U G H T S

#2

We need to be on Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest,

Snapchat, have a blog…

T H O U G H T S

#3

We need to post our latest products, our services, our news, our website updates,

our new hires, AND our awards.

T H O U G H T S

#4

We are on Twitter so let’s use their analytics.

T H O U G H T S

#5

We’re also on Facebook, so in addition, we can use Facebook Insights (and all of the

best insights are downloadable).

T H O U G H T S

#6

Well, a lot of people are using Radian6 or Sysomos, so we’ll use those to

measure everything else.

T H O U G H T S

#7

Now, let’s start posting and see what happens!

T H O U G H T S

HOLD ON!!! Stop thinking for a second.

Remember the wheel?

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Marketplace

Understanding

Competitive Audit

Define Marketing

Goals

Align MGs withBusiness GoalsSet SMART

ObjectivesSelect KPIsSegm

entation

and Targeting

Positioning and

Marketing M

ix

Engagement

StrategyPers

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Assets/

Creative

Channel

Setup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

SITUATIONAL ANALYSIS

WHERE ARE WE NOW?

OB

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WH

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STRATEGY

HOW DO WE GET THERE?

TACTICS &

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HOW W

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2

3

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4

#1

What are your social media goals?

What do you want to accomplish by being on social media?

Q U E S T I O N S

Q U E S T I O N S

#2

What do you want your audience to think about your brand? And what do

you want them to do?

Q U E S T I O N S

#3

What does your social media audience look like?

Where are they talking? What are they talking about?

Where are they geographically? Age? Gender? Socioeconomic status?

#4

Who is already out there talking about you? Promoting you? Trashing you?

Q U E S T I O N S

#5

How do you find reliable sources? Content leaders? Trending topics?

Q U E S T I O N S

Let’s listen and see…

#1

Select your tool

You can’t do your job without it!

A C T I O N S T E P S


#1a

Determine your tool parameters

What are you looking to do? Do you want to listen to the landscape? Do you need to understand topics of conversations, find influencers, test hashtags? Do you want to analyze

your own channels? Do you need to report engagement and reach?

Not all tools are created equal!

LISTENING:

Paid Tools

1. Sysomos

2. Radian6

3. Crimson Hexagon

4. NUVI

5. Ubervu (app.Ubervu.com)

Free Tools

1. TweetReach

2. Social Mention

ANALYTICS:

Paid Tools

1. Ubervu (app.Ubervu.com)

2. Cyfe

3. True Social Metrics

4. Fakers App

5. Sysomos

Free Tools

1. Facebook Analytics

2. Twitter Analytics

3. HootSuite Analytics

T O O L S

http://app.Ubervu.com

http://app.Ubervu.com

#2

Listening: Determine keywords and phrases


#3

Listening: Collect data based on keyword searches


#4

Listening: Reevaluate search terms


#5

Listening: Collect MORE data!


#6

Listening: Evaluate quantitative metrics

Where are people talking? Who is talking?

Where are they located? What’s the overall sentiment?


#7

Listening: Evaluate qualitative metrics

Human Analysis: What are people talking about? Are the results relevant?

How can we add value? Who should we partner with?

Is the sentiment correct?


BOOM! A social listening strategy is born.

Boolean Search Terms: Thanksgiving Turkey

“Thanksgiving Turkey” vs “Thanksgiving” AND “Turkey”

Listening Examples: Thanksgiving Turkey

10/27/16 – 11/26/16

Crimson Hexagon

Sysomos

Tweet Reach

#2

Analytics: Determine measurements needed

Activity, Awareness, Engagement, Influence


#3

Analytics: Understand what data exists on what tool


#4

Analytics: Evaluate quantitative metrics

How many posts/tweets are being published? Who is following? Unfollowing?

How is growth? Who is engaging?


#5

Analytics: Create metrics calculations

How many posts/tweets are being published? Who is following? Unfollowing?

How is growth? Who is engaging?


Analytics Examples

Ubervu: @CDCTravel

Twitter Analytics: @CDCTravel

Sysomos: @CDCTravel

HootSuite: @multipleinc / @cuspconference

Ubervu: @CDCTravel

Sysomos: Comparison @CDCTravel vs @CDC_Cancer

Sysomos: @CDCTravel

Complex Boolean Search Terms

HIT + HCQ

HIT + HCQ:

("Meaningful Use" OR "Clinical Decision Support" OR "CDS" OR "Care Transitions" OR "Workflow" OR "Medication management system" OR "MMS" OR "e-prescribing" OR "m-visit" OR "m-Health" OR "EHR" OR "EHRs" OR "EMR" OR "Telemetry" OR "Remote Monitoring" OR “Care Coordination” OR “Whole Patient Planned Care” OR “Whole Patient Care” OR “Patient-Centered Care” OR "Patient Centered Care" OR “Medical Home” OR “Accountable Care Organization” OR “Accountable Care Organizations” OR “Regional Extension Center” OR “Regional Extension Centers” OR “RECs” OR “Quality Improvement Organizations” OR “Quality Improvement Organization” OR "Quality Indicators" OR "Quality Improvement" OR "Quality Measurement" OR "Physician Quality Reporting Initiative" OR "Physician Quality Reporting System" OR "Quality Reporting" OR "Registry Reporting" OR “Health Data Exchange” OR “Data Sharing” OR “Electronic Health Record Exchange” OR “Secure health data exchange” OR "Common Formats" OR "Standardized Reporting" OR "Patient Safety Event Reporting" OR "Patient Safety Reporting" OR "Near Miss Reporting" OR "Adverse Event Reporting") AND ("Health care IT" OR "healthcare IT" OR "Health IT" OR "healthit" OR "Health Information Technology")

C O M P L E X B O O L E A N T E R M S

Take-Aways

Remember This

Listening Provides:

1. Understanding of social media space

2. Analysis of potential relationships

3. Analysis of target audiences

4. Conversation topics

5. Guidance for the entire strategy

T A K E - A W A Y S

Remember This

Analytics Provide:

1. Understanding of social media platforms

2. Analysis of growth

3. Analysis of engagement with curated content

4. Conversation topics

5. Guidance for the entire strategy

T A K E - A W A Y S

T A K E - A W A Y S

Remember This

2 More Things:

1. The tool is only effective if you use it

2. Quantitative/Qualitative Analysis is a MUST

To Find Out More About Us www.multipleinc.com

Atlanta // 678.691.2705

http://www.multipleinc.com