online tutorial social media-monitoring
TRANSCRIPT
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Social Media Monitoring
NCYD Social Media TrainingNovember 16, 2013.
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22Social Media Monitoring
Part 1: Introduction into Social Media Monitoring
Social Media MonitoringHow to measure your social media campaigns
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33Social Media Monitoring
The Challenge: Information is delivered in knowledge chunks.
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44Social Media Monitoring
Why do we monitor?
• Stay informed
• Track success
• Understand the audience
• Know what works and what doesn’t.
• Engage audience more appropriately
• Filter information relevant to us
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55Social Media Monitoring
What is Social Media Monitoring?
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66Social Media Monitoring
Types of monitoring
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77Social Media Monitoring
Monitoring can be:
External• Trends• Conversations• Developments• Opportunities• Research
Internal• Growth• Engagement• Results of objectives• Effect of tactics employed.
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88Social Media Monitoring
Evidence-based Marketing:
It’s all about…
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99Social Media Monitoring
MONITORING VOLUMEThe number game
• Deals mostly with numbers
• growth of audience
• Views, reach
• NOT an isolated measurement – not enough to determine overall success.
e.g: 1,000 fans is good, but if 900 are barely active or only liked because of a one-time promotion, then you wouldn’t call your campaign a success.
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1010Social Media Monitoring
1. Local Insights Some services provide their own tracking sicu as Insights for Faacebook, statistics for Wordpress blogs and Youtube channels.
MONITORING VOLUMEHow it’s done
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1111Social Media Monitoring
External insights Eg. TweetReach, Klout
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1212Social Media Monitoring
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1313Social Media Monitoring
EngagementHow people respond to your content
Clicks on your links, views of your article
Likes, comments, shares, on your status
Retweets, mentions, favourites
These will affect your other monitoring angles such as Volume. The more likes, posts, comments, shares a piece of content gets, the more your age grows, and the further your content reaches.
Good tools for monitoring engagement: Facebook Insights, Bitly.com, Klout.com, Wordpress statistics, Youtube Statistics.
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1414Social Media Monitoring
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1515Social Media Monitoring
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1616Social Media Monitoring
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1717Social Media Monitoring
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1818Social Media Monitoring
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Qualitative Analysis of Facebook Posts
What makes Facebook content viral?
SENTIMENT
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Why are certain posts more viral than others?
How does emotion shape post virality?
How does content type shape post virality?
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Arousal Example
AngerUNICEF is outraged at the latest killing of 32 children - under the age of 10 - confirmed by United Nations observers, and the wounding of hundreds more in the village of Houla, near Homs.
Sadness“I live in the slums, where thieves and burglars roam even in daylight,” says 19-year-old Randrianarivelo from Madagascar.
InterestWatch how joint efforts between the Saudi Fund for Development and Unicef Pakistan are reviving the education system in Pakistan's Swat Valley.
Youth AdvocacyCaroline was a child participant at the 2002 Children’s Forum. In this video interview, she tells us what it was like to be there.
GWA EventAs aid agencies warn of a funding shortage for the crisis in the Sahel, actor and UNICEF UK Ambassador Ewan McGregor calls for more help for the…
Positivity Happy Cinco de Mayo! © UNICEF/NYHQ2011-1485/Friedman-Rudovsky
Empowerment Annour is on a crusade against cholera in Chad. Watch this and learn more!
AdorabilityWe’re bringing you to the Sahel, where these mothers and children are coping with the daily realities of malnutrition.
Classification of Emotions
Extreme negative
Extreme positive
Moderate Arousal
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Anger
Sadness
Interest
Youth Advoca
cy
GWA Eve
nt
Positivit
y
Empowerment
Awe0
500
1000
1500
2000
2500
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3500
Average Engagement based on an aggre-gated score summing up likes, shares and comments per post
Extreme negative Extreme positiveModerate Arousal
Allocation of average Engagement on Emotions
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Classification of Content Types
TextVideo
Picture
Apps
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App Picture Text Video0
500
1000
1500
2000
2500
3000
3500
Average Engagement based on an aggregated score summing up likes, shares and comments per post
Allocation of average Engagement on Content Type
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• The more emotional (extreme negative or extreme positive) the post, the higher the likelihood to receive engagement
• Extreme positive content is more likely to receive engagement than extreme negative content
Key findings
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• Pictures receive the highest engagement rates• Text, apps and video receive a fairly equal engagement rate
– Pictures with highly emotional messages are most likely to receive high engagement rates
– Videos with moderate emotional messages are most likely to receive lowest engagement rates
Key findings
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2828Social Media Monitoring
Part 2: Advanced Social Media Monitoring
Social Media Monitoring ToolsHow to measure your social media campaigns in 15 minutes
Monitoring and EvaluationDefining and measuring Key Performance Indicators (KPIs)
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2929Social Media Monitoring
Engaging Stakeholders through Social Media Conversations
Engage
Measure
Discover
Listen
External monitoring
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3030Social Media Monitoring
Set up multiple Google Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen).
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3131Social Media Monitoring
Twitter lists are a helpful tool to follow influencers, journalists and peer organizations real time and on demand.
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3232Social Media Monitoring
Engaging Stakeholders through Social Media Conversations
Engage
Measure
Discover
Listen
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3333Social Media Monitoring
Interesting Content / Influencers / Topic Trends
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3434Social Media Monitoring
Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.
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3535Social Media Monitoring
Engaging Stakeholders through Social Media Conversations
Engage
Measure
Discover
Listen
■ Ongoing Measurement■ Specific Measurement (events/campaigns)
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3636Social Media Monitoring
Generic Measurement:
Reach
Engagement
Sentiment
■ How many people like you on Facebook?■ How many people read your Blog?■ How many people follow you on Twitter?■ How many people watch your videos?
■ How many people comment, like or share your Wall posts?■ How many people link, comment or quote on your blog-posts?■ How many people retweet or mention your Tweets?
■ How do people feel about the type of content you are posting? ■ Are you generating enough concern? ■ Do they care enough to give you feedback?
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3737Social Media Monitoring
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3838Social Media Monitoring
Engaging Stakeholders through Social Media Conversations
Engage
Measure
Discover
Listen
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3939Social Media Monitoring
Five characteristics for successful engagement:
■ Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes.
■ Be relevant: It’s about the community and not UNICEF. Add value to discussions.
■ Be practical: Use common technologies, such as Slideshare.
■ Be patient: Relationships take time, don’t start asking for favours.
■ Be active: Engage often and regularly. Offer fresh content.