Tools for social media research and measurement - Measurefest 2014 - Beth Granter

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    22-Apr-2015

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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/tools

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  • 1. Tools for social media research and measurement Measurefest Beth Granter October 2014 @bethgranter brilliantnoise.com
  • 2. Hello! Im Beth Granter. Im a digital consultant at Brilliant Noise.
  • 3. Tools for research & measurement
  • 4. What Im going to talk about - People (3%) - Process (5%) - Tool selection - functionality checklist (35%) - Paid measurement tools (5%) - Free tools for social media research (45%) - Funny animals (7%)
  • 5. People Community manager/ moderators/customer service Engage Publish Analyst/insight team/ researcher Content strategist/ copywriter/design/ editor MeasureMonitor
  • 6. Process Publish Monitor Measure Engage
  • 7. Tool functionality checklists
  • 8. Tools are merging Publish Monitor Engage Measure
  • 9. Monitor - Public online content - Your social profiles (Facebook & Twitter accounts) - Alerts - Speed of data capture - Audience demographic data
  • 10. Publish - WYSIWYG content creation - Planning (calendars) - Scheduling - Workflow (approvals, version control) - Publishing
  • 11. Engage - Workflow (assigning, approvals) - Roles - CRM integration - Responding
  • 12. Measure - Keyword volumes - Topics - Sentiment - Content engagement data (retweets, shares, impressions) - Social profile data - Rules for auto-tagging - Export CSV - Workflow data
  • 13. Our focus today Publish Monitor Engage Measure
  • 14. Make your own functionality wish-list & prioritise
  • 15. Youre not supposed to be able to read this
  • 16. Paid-for buzz monitoring & measurement tools - Argyle Social - Brandwatch - Conversocial - Crowdcontrol - DivvyHQ - GatherContent - Hootsuite - Involvr - Lithium - Radian6 / Salesforce social hub - Spredfast - Sprout Social - Sysomos - Visible Intelligence - Wildfire
  • 17. Paid-for buzz monitoring & measurement tools Almost always: - Volume by theme over time - Top sites - Top authors - Top tweets - Top news articles - Trending topics - Sentiment - Top countries Sometimes: - Demographics - Channel metrics (followers, fans etc.) - Facebook page content data - Rules to auto-categorise/ tag mentions - Top cities
  • 18. 19
  • 19. Monitoring - free tools for research
  • 20. Tools for research (monitor) To discover: - who is talking about a topic - what is being said - when and where relevant conversations happen
  • 21. Google trends - Search volumes - Locations - Time ranges ! - Competitor analysis - Related terms - Forecast
  • 22. Google AdWords - Input known audience data (interests) - Get a list of websites, apps and videos theyre most likely to see - Limited to Google Display Network
  • 23. Twitter analytics - Actual impression data! - Owned accounts only - Engagements combine clicks, retweets, replies, follows and favourites - Engagement rate is engagements per impression
  • 24. Twitter analytics - Per-tweet specific engagement data available in export - Cannot change date range - 28 day history only
  • 25. Twitter analytics - Cannot export follower data - Follower count backdated to July 2012 - Scale makes it hard to see peaks - Cannot change date range
  • 26. Facebook audience insight
  • 27. 28 Facebook audience insight - ADD THIS
  • 28. 29
  • 29. Topsy - Find top tweets and influencers - Filter results by tweeted photos, links and videos
  • 30. Topsy Compare volumes of mentions over time - phrases, topics, users, competitors
  • 31. 32 Tweriod - When do your followers tweet? - When do you get the most @replies?
  • 32. Twittercounter 33 - Measure volume of followers over time - Up to three months history free - Competitor analysis - Paid options to export data & track ongoing, track unfollows
  • 33. 34 Tweetstats - 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
  • 34. Section Header Followerwonk About your followers or those you follow: - Location - Follower count - Account ages - Recencies of tweets - Total tweets - Languages
  • 35. 36 Followerwonk About your followers or those you follow: - % retweets within tweets - @mentions outbound - Authority - Gender - Most active hours - bio wordcloud
  • 36. Section Header Followerwonk - Twitter user search - Regional limit - Sort results by followers - Export data (paid)
  • 37. In summary - People - think about whos going to be using the tools - Process - think about how theyre 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!
  • 38. 39 Thanks! ! Links: http://delicious.com/ bethgranter/tools ! @bethgranter brilliantnoise.com ! 2014 Brilliant Noise All rights reserved

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