sempo atlanta 10/01/10 social media presentation
DESCRIPTION
Adam Proehl's social media presentation from Atlanta SEMPO on 10/1/10. The presentation includes approximately 30 free social media monitoring tools.TRANSCRIPT
Social Media
Adam Proehl
About Me
• Internet Marketer since 1997
• Currently Managing Partner of NordicClick Interactive in Minneapolis
• Best Practices Coach
• Hopeless Viking Fan….. Glutton for Punishment
Topics
Measurements & Signals
Terms & Terminology
Forward Looking
Approximately 30 Cool (and FREE!) Tools
A humorous view:Social Media
Courtesy: HubSpot
Measurements & Signals
Monitoring 101
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?
Reach How far has this conversation gone? Who’s picked it up?
Measurements & SignalsLimitations:
• Impossible for any one tool to measure everything
• Data is not absolute
• Manual Review constantly needed
• Closed Profiles
• Keywords
The numbers alone NEVER give the full story
“Love the iphone, but AT & T sucks.”
“Successful call on 3rd try…. Nice network AT & T!”
“The new iphone is SICK!!!”
“The Fallacy of Sentiment”
You need to fill in the blanks………
“Use Context of an Action”
Why follow?
Why like?
Why Check In?
Why post?
Why share?
Review?
Rant?
“What’s my motivation?”
“Like” a Company Motivation• Discounts & promos#1• Show support for the company to others#2• Get a freebie#3
Source: Exact Target / Co-Tweet X-Factor Study 2010
“I’m Having a Cheeseburger”
..............I don’t care!
“At Five Guys inhaling a cheeseburger”
“Gut bombs…. Awesome!”“The Cajun Fries kick ass!”“Gotta get back there”“Your doctor’s gonna get rich!”
The Check InBy itself, not interesting….
Content Driven Products
Follow/Like Does Not Equal Engaged
Who “Hides”?
Who ignores?
Not much different than an email list
Authenticity
Overused
Very subjective
To whom?
About what?
To what degree?
OK……. So What About ROI?
• Can’t Get an ROI1• What is the ROI of ignoring?2• Social + CRM = ROI3
Three Schools of Thought:
“Last Click” Analytics makes it even more difficult to measure & quantify
The Future
Soci
al
Emai
l
Dire
ct M
ail
Back to the Future
• Network Banners (1996)
• Email Response Rates (1999)
• Social Media?
Overload Risks
TwitterFourSquare
Display
Retargeting
Permission Profiles
“Like” or “Follow”
Similar to Email Best Practices
Relevance
Bombardment
Advanced Profiling
Interests
Types of Deals
Sharing
Measuring Tools’ Challenges
Comment Metrics• How many?• Sentiment
Check In Metrics• With & without comment• Tags• Friend Comments
Virtual World Real Currency
Cool (and Free) Tools
Metricly
• Track your metrics in one place• Pulls in Multiple Sources• Build Custom Dashboard
http://metricly.com/
Snip-n-Tag (Firefox Add On)
• Shorten URL (bit.ly, ow.ly, etc)
• Make it trackable in GoogleAnalytics
• All in one interface from a Firefox sidebar
/bH9tYH
Twitter Tools
CrowdEye
• Tweets • Links• Volume• Sentiment• Locations
http://www.crowdeye.com
Twitter Sentiment
• Quick Snapshot
• Accuracy so-so
• Manual Review
• Good Starting Point
http://twittersentiment.appspot.com
Twittrratr
• Quick Snapshot
• Numbers
• Sentiment Highlighted
http://twitrratr.com
Foller
• User Info
• Topics
• Hashtags
• Mentions
• Geography
http://foller.me
Mentionmap
• Visual, Interactive tool of mentions• Networking & Degrees of Separation
http://apps.asterisq.com/mentionmap
Twilert
• Get Regular email updates on a keyword, hashtag, or user
www.twilert.com
Twitalyzer
• Link up with Analytics• Free and paid editions
Done as a society?
www.twitalyzer.com
Chatterscope
• Sentiment Analysis• Benchmarking (time, competitive, geo, etc.)
www.chatterscope.com
ReTweetist
• Tracks Retweets for a user or link
www.retweetist.com
Hashtags.org
• Track volume & trends
• Charts
• List of Tweets & Users
www.hashtags.org
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
Face Pinch
• Topics, people, popular searches• Annoying Ads
www.facepinch.com
It’s Trending
• Top Links being shared
www.itstrending.com
Booshaka!
• Search Keywords• Featured Topics
http://www.booshaka.com
Multiple Platforms
Kurrently
• Facebook & Twitter
• Get Stream
www.kurrently.com
Addictomatic
• Pulls from multiple sources
• Creates Dashboard
Folowen
Quickly view and interact with a companies social network
www.folowen.com
48ers
• Search & Filter Multiple Networks
http://48ers.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
One Riot
• See what links containing a particular keyword are being shared
• Twitter, Facebook, MySpace, and Digg
PRmetrics
• Images• Videos• Blogs• Twitter• Slideshare
www.prmetrics.com
Keotag
• Multiple Engines
www.keotag.com
Heardable
• Scoring Algorithm• Category & Local
Benchmarks• Free (for now)
www.heardable.com
BackTweets
• Pro & Limited Free Edition
• Type in URL to see who’s sharing links
BackType
• Engagement Comparisons Chart• Audience / Link Metrics
www.backtype.com
TimeTube
• Video Timeline based on keyword search
Fablistic
• Follow all of a users likes, reviews, interests, etc
• Context, not just a “like”
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
No one tool can measure everything
Understand the context of an action
Follow / Like doesn’t equal engaged.
Social Media still has a lot of growing up to do
Plenty of free tools to help you along
