Transcript StephanSorger.com

Social Media
Measurement Tools
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© 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, YouTube
Analytics over individual accounts
Best for: Small businesses, Personal use
Aggregators
Example: Socialmention, Samepoint
Overview of multiple social media sources
Best for: Small businesses, Serious amateurs
Professional
Example: Radian6.com; starts at $600, based on volume
Deep dive into significant amounts of data
Best for: Dedicated social media professional
Radian6:
One of the market leaders
in social media measurement.
Steep learning curve.
Expensive.
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.2
Source Tool: Facebook: Overview
Topic
Description
Purpose
Analytics for Facebook page administrators (business use)
Functionality
Fans: Total fans; New and removed fans
Subscribers: Unsubscribers and resubscribers
Demographics: Age; Gender; Top Countries
Media: Photo; Video; Audio
Interactions: Total number of comments; Wall posts; Quality
Engagement: 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 Groups
Members: Total members; New members
Discussions: Total discussions; New discussions
Updates: 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 Tweets
Twitter Search: Not automatic; Must proactively use
Twitter 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 keyterm
Provides real-time news stream
Advanced search available
Targets 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 of
Tweets
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.7
Source Tool: Twitter Search: Screenshots
Advanced Search
Refine search
based on selection
of keyterms to
include, as well as
not to include
“Places” searches
can be useful when
running events
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.8
Source Tool: YouTube: Overview
Topic
Description
Purpose
Statistics over user channel and each channel
Functionality
YouTube Insight
Views: Total views; Unique viewers
Popularity: Relative popularity; Top videos by % of total views
Demographics: Age; Gender; Geographic area
Engagement: Total # of ratings; Comments; Favorites
Discovery: Breakdown of sources of views for each video
Hot 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 on
Strength: Mentions in past 24 hrs / Total possible mentions
Sentiment: Positive mentions / Negative mentions
Passion: # Authors discussing brand repeatedly
Reach: # 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: Screenshots
Enter search term
Select sources
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.15
Aggregator: Socialmention.com: Screenshots
Scores:
-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
Keywords:
Good for SEO
#Hashtags:
Good for Twitter
Sources:
Shows breadth of app
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 media
Console: Highly scalable social web client
Integrates with Salesforce.com and Webtrends.com
Twitter, 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: Screenshots
Main Dashboard Page
Metrics per user:
Following, Followers, Updates, Sentiment
Total # of posts
# Posts over time
“River of News”
Posts by source:
-Facebook
-Twitter
-Blogs
-Company site
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.23
Cision.com: Screenshots
Actions 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: Screenshots
Set up IM-based alerts
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.25
Cision.com: Screenshots
Setting 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: Screenshots
Set 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: Screenshots
Basic 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: Screenshots
Basic Widgets: 5 Total
Widget #3:
Topic Analysis
by Mediatype
(blogs, forums, other)
Widget #4:
Topic Trend
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.29
Cision.com: Screenshots
Basic Widgets: 5 Total
Widget #5:
Influencer
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.30
Cision.com: Screenshots
Social 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: Screenshots
Social Media Metrics: Showing 6 of 12 Total
Metric #3:
Topic by Region
Metric #4:
Top Viewed Videos
and Images
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.32
Cision.com: Screenshots
Social Media Metrics: Showing 6 of 12 Total
Metric #5:
Topic Sentiment Trends
Metric #6:
Volume Comparison
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.33
Cision.com: Screenshots
Brand Analysis Metrics: Showing 2 of 7 Total
Metric #1:
My Brand
River of News
Metric #5:
Brand Trends
by Sentiment
© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.34