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• We measure the 6i’s at 3 levels:
1. Individual Channel Performance
3. Overall Social Media Buzz
5. Business Impact
1. Individual Channel Performance
7
Blogs
10
YouTube
12
2. Overall Buzz
Social Media Monitoring Tools• Monitor and evaluate what is being said, by who, where and
what impact – delivers actionable insights
• Three stage process:
• Aggregate what is being said
• Natural language analysis – understand the data
• Deliver actionable insights
• We have identified more than 100 Companies in this space
Social Media Monitoring Tools
What they offer
• Search and relevance filters
• Further categorisation and tagging
• Assign Events to the Social Graph
• A variety of channels: web, news, blog, twitter, video, images
• Mention Volume, Importance and Demographics
• Analyse sentiment or tone
• Analyse date parameters
• Updates as they happen
Some Tools Are Free but
Relatively Unsophisticated
Google Alerts
Social Mention
Others Are Expensive but
More Sophisticated
Quick Example 1:
Social Media Monitoring and “Edinburgh”
Keywords
Tourism + Edinburgh Landmarks + Edinburgh
“Visit Edinburgh”“Visited Edinburgh”“Visiting Edinburgh”
“Princes Street” + Edinburgh“Edinburgh Castle”
Annual Trends
Megrahi Release
The Festival
Monthly Trends
Mentions x MediaA
A: Twitter Peak
A: Twitter Peak
A: Twitter PeakI host a weekday morning radio talk show on Magic 89.9 DWTM-FM in Manila, Philippines.
A: Twitter Peak
Quick Example 2:
Social Media Monitoring and iPhone Apps
Comparing SatNav iPhone Apps
Analyse sentiment
And “Sentiment” words
Social Media Monitoring Tools
Over-Hyped and Over Sold?
What they promise…• Key Sources: where customers, partners, competitors and staff
are hanging out online.
• Key Influencers. Identify influential sources for incorporation into a wider strategic response.
• Conversations. what customers and their influencers are saying about you or your competitors.
• Insight: identifying key posts and follow-up actions.
• Improved Sales and Marketing: new prospects, customers and market opportunities.
• Reputation management. timely identification of potential issues.
• Performance Monitoring: support a 6I’s approach.
What they don’t offer…
• (Not) an answer to further manual processing and manipulation
• (Not) exhaustive in terms of the sources they index
• (Not) a solution to spam or PR-related noise
• (Not) an interpretation or business decision tool
• (Not) always accurate – known to be limited in terms of sentiment
analysis
• (Not) a panacea e.g. will not calculate Return on Investment
3. Business Impact
• Converts ‘know’ it, Sceptics need ‘proof’
• Measure Referrals from SM Channels - Google Analytics and Customer Surveys
• Measure Conversions on SM Channels – Sales on Facebook, Twitter support cases
• Impossible to unravel each online journey
• Consumer and Buyer Behaviour Surveys – do SM engaged convert at higher levels?
• Just Brand Awareness or Something More?
Questions
Thank You
