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Basics of Social Media Monitoring

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Presentation given to my team of social media newbies...

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Basics of Social Media Monitoring

  1. 1. The Basics
  2. 2. 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
  3. 3. 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:
  4. 4. 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.”
  5. 5. 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., 1.0)vs. Collaboration(e.g., Comment features, Google Docs)Complicated(i.e., required HTML skill)vs. Simple(i.e., WYSIWYG editor)Back Next
  6. 6. 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
  7. 7. 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
  8. 8. 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?
  9. 9. Social MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests andactivities?Usevarioustools?Friendster     Blogger/Blogspot     MySpace     Multiply     Facebook     YouTube     Twitter     Instagram     
  10. 10. 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
  11. 11. Social MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests andactivities?Usevarioustools?     ClickTheCity               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.
  12. 12. Social Media Essentially: In the past, it was about shouting the LOUDEST…Look at MY brand!!!
  13. 13. Social Media Essentially: Today, it’s about leading the Tribe(s)…
  14. 14. 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
  15. 15. A conceptual framework
  16. 16. 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)
  17. 17. Step 1 Establish baseline(s)Start of social media integrationNumber of website visitors
  18. 18. Step 2 Create activity timelines
  19. 19. Step 3 Examine F.R.Y.Start of social media integration
  20. 20. Step 3 Examine F.R.Y.Start of social media integration
  21. 21. Step 3 Examine F.R.Y.Start of social media integration
  22. 22. Step 4Measure transactional precursorsStart of social media integration
  23. 23. Step 4Measure transactional precursorsStart of social media integration
  24. 24. Step 4Measure transactional precursorsStart of social media integration
  25. 25. Step 5 Overlay all timelinesactivitiestransactionssocial dataweb dataloyalty metricsetc.
  26. 26. Step 6 Look for patternsBefore AfterImpactNo ImpactUncertain ImpactSocial media integration
  27. 27. Step 6 Prove relationshipsSocial media integrationSocial media activities timelineBefore AfterHow was this grouptouched by socialmedia?
  28. 28. Blanchard’s Conceptual FrameworkInvestment Expected returns
  29. 29. 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:
  30. 30. Which is best?
  31. 31. 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
  32. 32. 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+
  33. 33. 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?
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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)
  41. 41. 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
  42. 42. 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
  43. 43. 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)
  44. 44. What to measure?
  45. 45. Facebook
  46. 46. Facebook
  47. 47. FacebookVery Useful Useful Neutral UselessFans Friends of Fans Likes Shares People talking about this Weekly Total Reach Demographics Story Types Virality Sentiments (eyeballed) Source:
  48. 48. Twitter/ Tweetdeck/ Hootsuite
  49. 49. Twitter/ Tweetdeck/ Hootsuite
  50. 50. TwitterVery Useful Useful Neutral UselessFollowers Retweets Favorited Trending Tweets per minute Click-throughs usingshortening servicesKeyword/ HashtagTrackingKlout Conversations/sentiments (eyeballed)
  51. 51. Google (Google Analytics)
  52. 52. Google (Google Analytics)
  53. 53. Google (Google Analytics)
  54. 54. Google (Google Analytics)
  55. 55. YouTube
  56. 56. YouTubeVery Useful Useful Neutral UselessSubscribers Channel Views Views Likes/ Dislikes Comments Favorites Top Locations Top Demographics Key Discovery Events 
  57. 57. BlogsVery Useful Useful Neutral UselessRSS Subscribers Hits/ Impressions Page Views Comments Sentiments (eyeballed) Google Analytics data 
  58. 58. OthersVery Useful Useful Neutral UselessFollowers Action Buttons (like/download/ print/ share/pin/ tweet/ like/ etc.)Engagement activity rate Comments Sentiments (eyeballed) 
  59. 59. What to use?
  60. 60. 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
  61. 61. 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)
  62. 62. Further readings
  63. 63. Putting it together
  64. 64. Remember this?Investment Expected returns
  65. 65. Remember this? ROI is not the only measurable/ “provable” metric
  66. 66. Thank you! Keep it in mind when doing analytics…