pubcon vegas 2010 - social media: measurements & tools
DESCRIPTION
Presentation given by Adam Proehl at Pubcon Vegas 2010.TRANSCRIPT
Measurements & Tools
Presented by:Adam Proehl@adamproehl
Topics
Monitoring 101Some Basic Terms
Metric Description / Notes
Mentions Obvious – How many times was your brand mentioned?
Sentiment Positive? Negative? Neutral?
Share of Voice What % of the overall buzz about your market do you have?
Influencers Who is important to your industry? Your customers? Who can influence opinion?
Velocity How fast is the conversation spreading? How is it picking up steam?
Share metrics How often is content being shared?
Reach How far has this conversation gone? Who’s picked it up?
Social Media Dashboards
Limitations:
• Impossible for any one tool to measure everything
• You’ll ever capture it all
• Manual review constantly needed
• Closed profiles
• Keyword based
Web Analytics Similarities
3 Kinds of Metrics
“Mentions” or “Volume” Who Cares?
Is it good? Is it bad? Is it otherwise?
Context is everything
Without Context, Numbers are Just Numbers
&
Combined:
6 NBA Championships
5 League MVP Awards
14 All Star appearances
10 Scoring titles
9 All Defensive First Team honors
More than $1 billion in endorsement deals
=
Mike & Me……..
……And numbers alone can mislead
Sentiment: Both Actionable & Interesting
“Love the iphone, but AT & T sucks.”
“Successful call on 3rd try…. Nice network AT & T!”
“The new iphone is SICK!!!”
Just can be a time hog to get at:
You need to fill in the blanks………
Monitoring: What you really want to know:
Monitoring: What you really want to know (con’t)
Web Analytics 101
Best Practice: Metrics that provide actionable insights
Data is useless unless you can do something with it.
Your Customers are telling you:
• What they want• What they like• What they hate• You suck• Why you suck• How to not suck
• You rock• Why you rock• Who they talked to• Why you’re better • Why you’re worse• What their intentions are
You can act in real time
Social Media Measurements
Ultimate Actionable
Metrics
You “Like” Me! You REALLY Like me!
………well, maybe
Follow/Like Does Not Equal Engaged
“Context of an Action”
“What’s my motivation?”
“Like” Motivation
Source: Exact Target Facebook X Factors August 2010
Note: Respondents were asked to check all that apply.
The Check In
The coolest, sweetest, hottest trend EVER!!!
For 4% of online Americans……Key Findings:
PEW Internet Study Sep 2010
Oh yeah, ROI….
Source: blogs.eloqua.com
What?!? Can’t get an ROI?
Not exactly the best way to win over this guy
Overheard at Conferences…
Three Schools of Thought:
How about a fourth?
Three Schools of Thought:
4
Example: Complimenting & Leveraging Email
Exact Target’s Interactive Marketing Hub(www.exacttarget.com)
Flowtown(www.flowtown.com)
“Last Click” Analytics
Branded paid search sure does look good doesn’t it?
…..so does organic (we hope) …..so does that email
Thinking Ahead
Cool (and Free) Tools
Visit: http://ow.ly/38h6B to download this presentation
CrowdEye
• Tweets • Links• Volume• Sentiment• Locations
http://www.crowdeye.com
Snip-n-Tag (Firefox Add On)
• Shorten URL (bit.ly, ow.ly, etc)
• Sign in with bit.ly account to get click stats
• Make it instantlytrackable in Google Analytics
• All in one interface from a Firefox sidebar
Bit.ly/bH9tYH
Twitalyzer
• Link up with Analytics• Free and paid editions
Done as a society?
www.twitalyzer.com
BackTweets
• Pro & Limited Free Edition
• Type in URL to see who’s sharing links
www.backtweets.com
BackType
• Engagement Comparisons Chart• Audience / Link Metrics
www.backtype.com
Heardable
• Scoring Algorithm
• Category & Local Benchmarks
• Free (for now)
www.heardable.com
Twitter Sentiment
• Quick Snapshot
• Accuracy so-so
• Manual Review
• Good Starting Point
http://twittersentiment.appspot.com
Hashtags.org• Track
volume & trends
• Charts
• List of Tweets & Users
www.hashtags.org
Mentionmap
• Visual, Interactive tool of mentions• Networking & Degrees of Separation
http://apps.asterisq.com/mentionmap
Open Book
• Searches posts for keywords
• Check your privacy settings!
• Great info for a quick pulse
www.openbook.org
Open Facebook Search
www.openfacebooksearch.com
Similar functionality to Open Book, only not as pretty
Google Analytics – Tag Facebook Page
• Give your Facebook page a GA account profile
• How To:– Set up a new GA profile– Paste this line at the top of your FBML code:<fb:google-analytics uacct="UA-9999999-
99" />
Source: www.hongkiat.com
Key Takeaways
Thank You
Adam [email protected]@adamproehl
To get this presentation immediately: http://ow.ly/38h6B
Appendix
In case you didn’t get enough tools, here’s a bunch more after this slide.
48ers
• Search & Filter Multiple Networks
http://48ers.com
Foller.me
• User Info
• Topics
• Hashtags
• Mentions
• Geography
http://foller.me
Kurrently
• Facebook & Twitter
• Get Stream
www.kurrently.com
Who’s Talkin
• Search Multiple platforms• Narrow/Filter by platform
www.whostalkin.com
Website Grader
• How search & social friendly is your site?
www.websitegrader.com
Keotag
• Multiple Engines
www.keotag.com
TimeTube
• Video Timeline based on keyword search
http://www.dipity.com/mashups/timetub
Twittrratr
• Quick Snapshot
• Numbers
• Sentiment Highlighted
http://twitrratr.com
Keotag
• Multiple Engines
www.keotag.com
Face Pinch
• Topics, people, popular searches• Annoying Ads
www.facepinch.com
Metricly
• Track your metrics in one place• Pulls in Multiple Sources• Build Custom Dashboard
http://metricly.com/
Twilert
• Get Regular email updates on a keyword, hashtag, or user
www.twilert.com
Chatterscope
• Sentiment Analysis• Benchmarking (time, competitive,
geo, etc.)www.chatterscope.com
ReTweetist
• Tracks Retweets for a user or link
www.retweetist.com
It’s Trending
• Top Links being shared
www.itstrending.com
Booshaka!
• Search Keywords• Featured Topics
http://www.booshaka.com
Folowen
Quickly view and interact with a companies social network
www.folowen.com
PRmetrics
• Images• Videos• Blogs• Twitter• Slideshare
www.prmetrics.com