tools for social media research and measurement - measurefest 2014 - beth granter
DESCRIPTION
Presentation at Measurefest 2014 by Beth Granter at Brilliant Noise. Monitoring, engagement, publishing and measurement tools. Free tools and paid-for tools. Functionality checklists. Links to these tools and lots more at http://delicious.com/bethgranter/toolsTRANSCRIPT
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@bethgranter brilliantnoise.com
Beth Granter October 2014
Measurefest
Tools for social media
research and measurement
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Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.
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Tools for research & measurement
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- People (3%)
- Process (5%)
- Tool selection - functionality checklist (35%)
- Paid measurement tools (5%)
- Free tools for social media research (45%)
- Funny animals (7%)
What I’m going to talk about
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People
PublishEngage
Community manager/moderators/customer service
Analyst/insight team/researcher
Content strategist/copywriter/design/editor
MonitorMeasure
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Process
Publish
Engage
MeasureMonitor
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Tool functionality checklists…
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Tools are merging
Publish
Engage Measure
Monitor
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- Public online content
- Your social profiles (Facebook & Twitter accounts)
- Alerts
- Speed of data capture
- Audience demographic data
Monitor
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- WYSIWYG content creation
- Planning (calendars)
- Scheduling
- Workflow (approvals, version control)
- Publishing
Publish
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- Workflow (assigning, approvals)
- Roles
- CRM integration
- Responding
Engage
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- Keyword volumes
- Topics
- Sentiment
- Content engagement data (retweets, shares, impressions)
- Social profile data
- Rules for auto-tagging
- Export CSV
- Workflow data
Measure
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Our focus today
Publish
Engage Measure
Monitor
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Make your own functionality wish-list & prioritise
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You’re not supposed to be able to read this…
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- Argyle Social - Brandwatch - Conversocial - Crowdcontrol - DivvyHQ - GatherContent - Hootsuite
- Involvr - Lithium - Radian6 / Salesforce social hub - Spredfast - Sprout Social - Sysomos - Visible Intelligence - Wildfire
Paid-for buzz monitoring & measurement tools
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Almost always: - Volume by theme
over time - Top sites - Top authors - Top tweets - Top news articles - Trending topics - Sentiment - Top countries
Paid-for buzz monitoring & measurement tools
Sometimes: - Demographics - Channel metrics
(followers, fans etc.) - Facebook page
content data - Rules to auto-
categorise/tag mentions
- Top cities
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Monitoring - free tools for research
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To discover:
- who is talking about a topic
- what is being said
- when and where relevant conversations happen
Tools for research (monitor)
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- Search volumes
- Locations
- Time ranges
!
- Competitor analysis
- Related terms
- Forecast
Google trends
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- Input known audience data (interests)
- Get a list of websites, apps and videos they’re most likely to see
- Limited to Google Display Network
Google AdWords
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- Actual impression data!
- Owned accounts only
- Engagements combine clicks, retweets, replies, follows and favourites
- Engagement rate is engagements per impression
Twitter analytics
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- Per-tweet specific engagement data available in export
- Cannot change date range - 28 day history only
Twitter analytics
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- Cannot export follower data
- Follower count backdated to July 2012
- Scale makes it hard to see peaks
- Cannot change date range
Twitter analytics
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Facebook audience insight
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- ADD THIS
Facebook audience insight
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- Find top tweets and influencers
- Filter results by tweeted photos, links and videos
Topsy
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Compare volumes of mentions over time - phrases, topics, users, competitors
Topsy
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- When do your followers tweet?
- When do you get the most @replies?
Tweriod
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- Measure volume of followers over time
- Up to three months history free
- Competitor analysis
- Paid options to export data & track ongoing, track unfollows
Twittercounter
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- When did an account tweet? By month, day and time.
- Who do they @mention the most?
- Who do they retweet the most?
- Word cloud of their tweets
Tweetstats
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Section HeaderAbout your followers or those you follow:
- Location
- Follower count
- Account ages
- Recencies of tweets
- Total tweets
- Languages
Followerwonk
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About your followers or those you follow:
- % retweets within tweets
- @mentions outbound
- Authority
- Gender
- Most active hours
- bio wordcloud
Followerwonk
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Section Header- Twitter user search
- Regional limit
- Sort results by followers
- Export data (paid)
Followerwonk
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- People - think about who’s going to be using the tools
- Process - think about how they’re going to use them
- Checklist - make your own detailed requirements list and prioritise
- Score paid tools against your list
- Consider a suite of tools vs a single tool
- Use loads of free tools to get to know your audience!
In summary…
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Thanks! !
Links: http://delicious.com/bethgranter/tools !
@bethgranter brilliantnoise.com !
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