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Packaged goods media – content is produced, packaged, and distributed through different channels (cable, newsstand, mail, etc., as well as the internet)Conversational media – users contribute to the content (e.g., YouTube/ YouScoop/ CNN iReport)
Basics of Social Media Monitoring
Setting Expectations Yes: Overview of Social Media Brief background history Conceptual framework in measuring social media impact Most popular platforms and associated metrics and tools Emerging platforms Some notes in measuring social media No: Justification, strategy for social media engagement Answers to questions that deal with “best”, “worst” But I will give my opinion based on experience and research
Social Media An “old” concept (possibly as early as 1994) Various definitions: (Tina Sharkey-iVillage; 1994) “facilitating and enabling platform…that allow people to connect, communicate, and share with eachother” (Darrel Berry-Matisse; 1995) “(evolving) from what was thenessentially a static archive of documents into a network of usersengaging with each other” (Ted Leonsis-AOL; 1997) “…places where (users) can beentertained, communicate, and participate in a social environment”Sources:http://www.forbes.com/sites/jeffbercovici/2010/12/09/who-coined-social-media-web-pioneers-compete-for-credit/http://www.ncwit.org/audio/interview-tina-sharkey
Social Media Technical definition: From Wikipedia: “(A) group of Internet-based applications that build on theideological and technological foundations of Web 2.0, andthat allow the creation and exchange of user-generatedcontent.”
Web 2.0 OverviewWeb 1.0 Web 2.0Personal Websites(e.g., Geocities)vs. Blogs(e.g., Blogger/Blogspot)Online References/ Databases(e.g., Britannica Online)vs. Wikis(e.g., Wikipedia)Publishing and publisher-driven(e.g., BBC 1.0)vs. Participation and user-driven(e.g., YouTube)Directories/ Taxonomy(e.g., EYP 1.0)vs. Folksonomy(e.g., Tags and tag clouds/ Flickr)Read-only(e.g., Inquirer.net 1.0)vs. Collaboration(e.g., Comment features, Google Docs)Complicated(i.e., required HTML skill)vs. Simple(i.e., WYSIWYG editor)Back Next
Web 2.0 Overview Common features of various sites and platforms: Users contribute, dictate, and “own” the content Users decide what is featured Users make use of various types of search functionalityto view the content they want Still information-rich and information-driven But constantly evolving to suit changing needs and tastesBack Next
NextUser-Generated Content (UGC)Web 1.0 (non-UGC) Web 2.0 (UGC)“Packaged goods media” vs. ”Conversational media”(John Batelle – Boing Boing)Perusing someone’s content vs. Publishing one’s own contentOrganizations (especially media):Focused on creating onlinecontentvs. Organizations:Providing facilities for “amateurs” topublish their own contentBack
Social Media My practical definition: Social media are services that focus on building onlinecommunities where people can share their interestsand activities, or where they can explore the interestsand activities of others, with the use of various toolsprovided by the service.Can all websites be social media sites or platforms?
Social MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests andactivities?Usevarioustools?Old Google New Google Old Yahoo! New Yahoo! • Google+ centralizes Google’s socialnetworking efforts• Other services (e.g., Gmail, Google Docs,Search, Picasa, etc.) are given increasinglysocial features.• Yahoo is less “coordinated” in its efforts buthas essential sites that allow formation ofsocial networks (e.g., Yahoo 360 orProfiles, Messenger, Flickr, Delicious, Tumblr,etc.)• Recent acquisitions point to further
Social MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests andactivities?Usevarioustools?Inquirer.net ClickTheCity KAT.ph Sulit.ph Jobstreet Rappler Note: Not all websites are social media platforms (or social networking sites). These days,however, ordinary websites add social functionalities by using social networking APIs(e.g., Facebook Connect, Google+ Sign-in) to link +1’s/Likes, comments, cross-posts, etc.
Social Media Essentially: In the past, it was about shouting the LOUDEST…Look at MY brand!!!
Social Media Essentially: Today, it’s about leading the Tribe(s)…
Social Media as a Biz StrategyIn the early days of SM… Today… A fad? A passing gimmick? For early adopters, no impacton their revenue For the networks themselveslike Friendster andMySpace, unclear how tomonetize Measurability is questioned Essential tool for doing business Platforms can come and go, butpresence (and influence) mustbe maintained in whicheverplatform/s are currently mostpopular Metrics (and the tools formeasuring) are widely available
Conceptual Framework Steps in measuring success/ failure of Social Media 1. ESTABLISH your baseline/s 2. CREATE activity timeline/s 3. EXAMINE using F.R.Y. FREQUENCY – how often customers transact (transactions per month) REACH – how many customers were reached (net new customers) YIELD – how much they spend ($ per transaction) 4. MEASURE transactional precursors 5. OVERLAY all timelines 6. LOOK for patterns 7. PROVE relationshipsNotice that focus seems purely on ROI (but more on this later)…Sources:Olivier Blanchard (@thebrandbuilder) http://www.smroi.net/http://www.thesocialmediaadvocate.com/2011/08/12/how-to-track-and-exemplify-your-return-on-social-media/
Step 1 Establish baseline(s)Start of social media integrationNumber of website visitors
Blanchard’s Conceptual Framework Criticism: Gives much weight to ROI Tries to justify spending on social media Justify cost, prove impact ROI is activity specific No such thing as “(what is the) social media ROI” Rather: what is the ROI of X activity in social media undertaken in Ytime frame “If we spend this much money on a social media activity, how muchmoney do we get in return?” ROI is just one element in the social media measuring toolkit We will discuss this at the end… There are other metrics that can prove social media’s success (orfailure)Source:http://dcsbu.wordpress.com/2012/11/28/social-media-r-o-i/
More notes: Survey of the most popular social networking sites Some up-and-coming sites included Metrics will be classified as: Very useful, Useful, Neutral, Useless Open for discussion Tools for tracking
Facebook Outstanding characteristics Current benchmark Ubiquity, most active users, most “comprehensive” Unique features Extensiveness of service Comprehensive profiling Games/ apps “Unlimited upload” Built-in analytics dashboard (Facebook Insights), additional APIs Interconnection with different APIs Facebook Graph Search Microsoft partnership (Bing search) Issues – Privacy, Maturity Most likely to compete with – Google+
Google+ Outstanding characteristics Comprehensive (albeit fractured) services(Search, YouTube, Blogspot, Gmail, Docs, Picasa, Drive, Maps,etc.) If combined, largest social network Unique features Other services are (or close to) “best in class” Circles, Hangouts Built-in Google Analytics, tied to Search Android platform Issues – Fractured nature, not as popular in the Philippines Nearest competitor – Facebook?
Twitter Outstanding characteristics Mobile-centric Quick updates, news source Unique features Hashtags Micro-blog, 140-character Link shortening services One- or two-way relationship possible, verified accounts Tweetdeck dashboard Issues – Not as detailed (updates, profiles), gainingpopularity but nowhere near Facebook Most likely to compete with – None
LinkedIn Outstanding characteristics Professional networking Substantial additions to original features Unique features Professional resume Business articles Issues – targets a different mindset (not necessarilyfun), limited audience in the Philippines Most likely to compete with – no significantcompetition yet
YouTube Outstanding characteristics Most comprehensive video channel Unique features Any topic, any keyword Channels (“legitimate”, Paid vs. Free) Built-in analytics dashboard Embedding to other networks When combined with other Google services – largestnetwork Issues – Specific to videos only Most likely to compete with – Vimeo and other similarservices, Torrent and streaming services
Instagram Outstanding characteristics Simple yet fun (transform your photos) “Cool” character Unique features Mimimal features – Filters, Follow, Favorites, Like Affiliation with Facebook Interconnection with Twitter Issues – limiting by nature of its features/ services;increasingly “jologs” factor Most likely to compete with – no significantcompetition except maybe Picasa
Foursquare Outstanding characteristics Location-based check-in service Unique features Merchant offers, user tips Interconnection with Twitter/ Facebook Issues – limiting by nature of its features/services, limited uptake by users and local merchants Most likely to compete with – no significantcompetition yet
Pinterest Outstanding characteristics Simple yet fun (collect/ organize photos) “Cool” character Unique features Corkboard and “pin it/ repin it” feature Interconnection with Twitter Issues – limiting by nature of its features/services, limited uptake by users Most likely to compete with – no significantcompetition yet
Social content sharing sites Outstanding characteristics Best in their niche Unique features Specific to the content/ medium Simple but effective analytics dashboard Like/ favorite/ print/ download/ edit, etc. Issues – Specific to their niche only Most likely to compete with – depending on thecontent/ medium, some competing services exist(e.g., Flickr vs. Picasa, Scribd vs. Issuu)
Communication/ Messaging Sites Outstanding characteristics Different methods of communications Unique features Text/ voice communication Usually part of a larger service or entity (e.g., Outlookand Skype for Microsoft, Mail and Messenger forYahoo!, Gmail, Talk and Hangouts for Google, FacebookMail Chat/ Voice) Issues – treated as a service, not as a social “network” Most likely to compete with – each other
Blog Sites Outstanding characteristics Multimedia nature (text, photo, music, video, maps,comments, other web apps such as stat counters, etc.) Unique features Any topic imaginable Curated by owners/authors and usually free to use Comments, trackbacks, and blog rolls Ad-friendly Issues – comprehensiveness limited by owners’ efforts,participation of others (non-owners) limited to comments Most likely to compete with – each other, Facebook notes? Special notes for Tumblr – “microblog”, reply, re-blog, like,compatible with Google Analytics
Up-and-coming Outstanding characteristics New, innovative Unique features What’sApp (free messaging/ calling) Snapchat (photo messages that “self-destruct” – intheory) Vine (looped mini-videos) Issues – low uptake, does not necessarily conform tohallmarks of social media, limited features, uncertainfuture Most likely to compete with – each other (especiallyfor popularity/ ubiquity/ potential for acquisition)
Various platforms (summary notes) Google Analytics Most ubiquitous; for almost all sites Free and paid Google Alerts Free tool to track web mentions (as crawled by GoogleSearch) Subscribe using Google accounts; sent to email Facebook Insights Proprietary to Facebook (free) Provided by Facebook to encourage paid advertising
Various platforms (summary notes) Tweetdeck Twitter monitoring Scheduled posting Hootsuite Various social network monitoring (free) Scheduled posting (free) Collaboration (free/ paid) Customizable analytics data (paid) YouTube Proprietary to YouTube(free)
Further readings http://www.viralblog.com/social-media/your-guide-to-88-social-media-monitoring-tools/ http://ideya.eu.com/images/SMM%20PRESENTATION%20August%202012%20FINAL.pdf http://www.slideshare.net/lmilic/smm-tools-excerpt-final2012-9-13667019