social media measurement tools disclaimer: all images such as logos, photos, etc. used in this...
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Social MediaMeasurement Tools
Disclaimer:• All images such as logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only•
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.1
Social Media Measurement Tool Options
Option Description
Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTubeAnalytics over individual accountsBest for: Small businesses, Personal use
Aggregators Example: Socialmention, SamepointOverview of multiple social media sourcesBest for: Small businesses, Serious amateurs
Professional Example: Radian6.com; starts at $600, based on volumeDeep dive into significant amounts of dataBest for: Dedicated social media professional
Radian6:One of the market leadersin social media measurement.Steep learning curve.Expensive.
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.2
Source Tool: Facebook: OverviewTopic Description
Purpose Analytics for Facebook page administrators (business use)
Functionality Fans: Total fans; New and removed fansSubscribers: Unsubscribers and resubscribersDemographics: Age; Gender; Top CountriesMedia: Photo; Video; AudioInteractions: Total number of comments; Wall posts; QualityEngagement: Click-through rates; Discussion posts
Advantages Free; Fairly powerful
Disadvantages Limited to Facebook
facebook.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.3
Source Tool: LinkedIn: Overview
Topic Description
Purpose Limited metrics for LinkedIn pages
Functionality Personal account: Profile views; Inclusions in search results“Business Plus”: Traffic sources for “My Profile” views
Functionality LinkedIn GroupsMembers: Total members; New membersDiscussions: Total discussions; New discussionsUpdates: New postings for past 7 days
Advantages Free
Disadvantages Limited functionality
linkedin.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.4
Source Tool: Twitter: Overview
Topic Description
Purpose Limited metrics for Twitter accounts
Functionality Twitter Account: # of Followers; # of Followings; # of TweetsTwitter Search: Not automatic; Must proactively useTwitter Grader: Measure power and reach on Twitter
Third Party Tweet Deck: Track mentions (Retweets, @ replies)
Advantages Free
Disadvantages Limited to Twitter
twitter.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.5
Source Tool: Twitter Search: Overview
Topic Description
Purpose Search Twitter postings
Functionality Shows all tweets relevant to keytermProvides real-time news streamAdvanced search availableTargets keyterms, people, places, and so on
Advantages Free; Direct source measurement
Disadvantages Limited to Twitter only
search.twitter.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.6
Source Tool: Twitter Search: Screenshots
Stream ofTweets
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.7
Source Tool: Twitter Search: ScreenshotsAdvanced Search
Refine searchbased on selectionof keyterms to include, as well asnot to include
“Places” searchescan be useful whenrunning events
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.8
Source Tool: YouTube: OverviewTopic Description
Purpose Statistics over user channel and each channel
Functionality YouTube InsightViews: Total views; Unique viewersPopularity: Relative popularity; Top videos by % of total viewsDemographics: Age; Gender; Geographic areaEngagement: Total # of ratings; Comments; FavoritesDiscovery: Breakdown of sources of views for each videoHot Spots: Viewership compared to other same-length videos
Advantages Free; Fairly powerful
Disadvantages Limited to YouTube
youtube.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.13
Aggregator: Socialmention.com: Overview
Topic Description
Purpose Real-time social media search and analysis tool
Functionality User-selected sources: Twitter, Facebook, and so onStrength: Mentions in past 24 hrs / Total possible mentionsSentiment: Positive mentions / Negative mentionsPassion: # Authors discussing brand repeatedlyReach: # Unique authors mentioning brand / Total mentions
Advantages Free; Fairly powerful
Disadvantages Slow; Collects data in real-time
socialmention.com
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.14
Aggregator: Socialmention.com: ScreenshotsEnter search term Select sources
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.15
Aggregator: Socialmention.com: ScreenshotsScores: -Strength-Sentiment-Passion-Reach
Mentions: Many pages; Twitter, Facebook, and so on
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.16
Aggregator: Socialmention.com: Screenshots
Sentiment:- Positive- Neutral- Negative
#Hashtags:Good for Twitter
Sources:Shows breadth of app
Keywords:Good for SEO
Top Users:Find Key Influencers
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.17
Professional: Cision & Radian6 Dashboards
Topic Description
Purpose Comprehensive coverage of social media
Functionality Dashboard: Real-time monitoring of social mediaConsole: Highly scalable social web client Integrates with Salesforce.com and Webtrends.comTwitter, YouTube, MySpace, LinkedIn Answers, and more
Advantages Comprehensive; Logical layout; Powerful; Market-leading
Disadvantages Cision: $595 per topic per month (Radian6 technology)Radian6: $600 per month, based on volume
Cision, PR-focused variant of Radian6
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.22
Cision.com: ScreenshotsMain Dashboard Page
“River of News”
Posts by source:-Facebook-Twitter-Blogs-Company site
Metrics per user:Following, Followers, Updates, Sentiment # Posts over timeTotal # of posts
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.23
Cision.com: ScreenshotsActions for post- Assign company personnel to follow up- Assign status (reviewed, resolved,...)- Assign priority(low, medium, high)- Classify posting(complaint, sales lead,…)- Add notes(provide detail)- Analyze sentiment(positive, negative)
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.24
Cision.com: ScreenshotsSet up IM-based alerts
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.25
Cision.com: ScreenshotsSetting up New Topic
Add profile name
Add brand tracking
Add competitors
Add industry, keywords, …
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.26
Cision.com: ScreenshotsSet up Dashboard Widgets-Basic Widgets-Social Media Metrics-Twitter Analysis-Brand Analysis-Competitive & Industry Intelligence & Analysis-Workflow & Engagement
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.27
Cision.com: ScreenshotsBasic Widgets: 5 Total
Widget #1:River of News
Widget #2:Keyword Cloud
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.28
Cision.com: ScreenshotsBasic Widgets: 5 Total
Widget #3:Topic Analysisby Mediatype(blogs, forums, other)
Widget #4:Topic Trend
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.29
Cision.com: ScreenshotsBasic Widgets: 5 Total
Widget #5:Influencer
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.30
Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total
Metric #1:Trend Topic by Media Type
Metric #2:Topic by Language
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.31
Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total
Metric #3:Topic by Region
Metric #4:Top Viewed Videosand Images
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.32
Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total
Metric #6:Volume Comparison
Metric #5:Topic Sentiment Trends
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.33
Cision.com: ScreenshotsBrand Analysis Metrics: Showing 2 of 7 Total
Metric #5:Brand Trendsby Sentiment
Metric #1:My BrandRiver of News
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.34