SES Presentation - Using Measurement Tools to Gain Insights into your Social Media Audience
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Dr Mathew McDougall's SES presentation (Sept 22nd, Hong Kong). A presentation outlining the difference between monitoring and measurement in social media. Specifically, exploring a Chinese social media analytics technology known as "SIP:Enterprise"
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SES Presentation - Using Measurement Tools to Gain Insights into your Social Media Audience
- 1. The Digital Marke.ng Experts Using Measurement Tools to Gain Social Media Insights Dr. Mathew McDougall CEO, Digital Jungle
- 2. • The differences between monitoring and measurement • What are the types of data points we can use? • What each can do for your organization • Let’s take a look at a Social Media monitoring tool Lets use some questions to help us get started
- 3. Monitoring is ... watching or listening to conversations in order to determine a course of action Measurement is ... quantifying or qualifying online activity to establish success,failure or comparison Lets get the definitions straight
- 4. Monitoring is ... • Improve branding & awareness • Protect/Improve reputation • Build community/advocacy • Increase customer satisfaction • Harvest research • Drive sales/leads If you are monitoring
- 5. Measurement is ... • Protect your reputation • Facilitate customer support • Invite innovation • Build trust • Market through conversation • Gather business intelligence If you are measuring
- 6. Before you start - Set Goals…. None of these things happen if you don’t first know what you’re trying to accomplish! Tip #1
- 7. Monitoring Data (KPIs) Monitoring ... • Volume of conversation • Sentiment & tone around your brand • Conversational market-share • Competition comparison • Audience characteristics • Related topics • Influential voices • Location of conversations • Brand mentions • Service issues/needs • Real-time opportunity Monitoring Data (KPI’s)
- 8. Monitoring Data (KPIs) Measurement ... Website metrics Social audience metrics • Traffic • Fans/Followers/Friends • Social outpost traffic • Outpost activity Conversions • User-generated content • Sales • Comments • Leads • Ratings/Reviews • Downloads • Volume of conversation Search metrics • Sentiment & tone • Rankings • Conversational marketshare • Backlinks • Competition comparison Share metrics • Audience characteristics • Shares • Bookmarks • Click throughs • Referrals Measurement Data (KPI’s)
- 9. Monitoring metrics ... tell’s you who is saying what, when and where Measurement metrics ... tell’s you what you’re getting out of it Tip # 2
- 10. Recommendations ... • Set clear objectives and goals • Select measurement and/or monitoring metrics that provide insights for your selected goals • Combine web analytics with your social media monitoring • Identify owners for measurement and monitoring • Use technology where possible to ensure consistency of • CLAY data and automating of collecting/reporting HBERT • FOUNDER & CHIEF ENGAGEMENT OFFICER, TRIBES WIN Recommendations
- 11. TO START, WE NEED TO… Know what reports we can get out of them See the tools Understand what each does Know how to set them up
- 12. The Freebie Tools • Technorati (authority, links) • Del.icio.us (quality/type) • Google Analytics (traffic) • Google Alerts • Feedburner (subscribers) • Compete/Alexa (relative traffic) • Appsholic (social media) • Video/photo (YouTube, flickr) • Social bookmarks (Digg/Stumble Upon) • Forums (Boardtracker/Twing) • Communities, widgets • uberVu (freemium) • BoardTracker • IceRocket • Social Mention
- 13. But sometimes the free stuff can have some problems… • Limited data • Limited functionality • Most reporting is manual • RSS Common issues with free tools…
- 14. The Paid Tools SIP:Enterprise (SinoTech Group) Alterian SM2 Lithium Radian6 Sysomos Trackur Visible Technologies Dozens more…. a number of very powerful paid tools
- 15. SOCIAL MEDIA MONITORING HAS SOME CONSIDERATIONS Data accuracy and language semantics Setup and configuration
- 16. The hardest part of the tools is…. • Setting Up Your Searches • Insist on assistance from vendor • Expect trial and error • Be patient • Understand 100% accuracy is not possible Getting started with the tools
- 17. And a special mention….. about accuracy • Sentiment analysis is not an exact science • Context, sarcasm and tone are killers • Totality of web not possible • Variations in results coincidences • Think averages and trends… not exacts Getting started with the tools
- 18. Reporting – Manual vs. Automatic • Automatic can produce disparate reports (style,data,etc.) • Manual is time consuming • Automatic is easier • Automatic acoincidences can offer real-time data Did I mention… Manual is time consuming Management loves reports
- 19. Measurement Recap…. • Remember what we are trying to accomplish • Select reports that reflect the key performance indicators of those goals • Produce different reports for different stakeholders coincidences • Automate as much as you can • Contextualize with summary Thinking back…
- 20. DEEPER DIVE, LETS LOOK AT ONE… SIP:Enterprise, a specialized Chinese language social media platform… that also monitors in 12 other languages What tool are we going to take a look at?
- 23. Where are my fans? Are they Positive? What sites am I talked about? Men? Who are my fans? Age? An example
- 24. Mercedes-Benz – Deep Dive BRAND Men.ons Geographic Distribu.on Site Analysis Share of Voice Geographic distribution focused on the eastern cities SOV spread through Portals, Microblogs, Social Networks & BBS/ Forums Strong voice from douban.com
- 25. Model: A3 Men.ons Geographic Distribu.on Site Analysis Share of Voice Geographic distribution focused on the eastern cities. With a high intensity in Beijing and Shanghai SOV spread through Portals, Social Networks & BBS/forums High number of mentions from seller.cheshi.com
- 26. Share of voice by car brand Breakdown by car brand Detailed Analysis
- 27. Auto Scorecard (Models) Comparison by car features The auto scorecard ranks the 5 automotive models based on a defined criteria list. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
- 28. • Set Goals • Translate to Calls-To-Action • Measure it • Trend & Track other KPIs • But don’t get distracted! Things to remember
- 29. Thank you! Follow on Twitter: @sinotechian Follow on Weibo: sinotechian Connect on Facebook: www.facebook.com.sinotechian Read my blog: www.dmic.asia Connect on Linkedin: www.linkedin.com/in/drmathewmcdougall Dr. Mathew McDougall! Chief Execu.ve Officer My presentations on Slideshare: www.slideshare.net/digitaljungle