John Blue - Social Media Measurement - What You May Already Have and Other Low Cost Tools

Social Media Measurement -

What You May Already Have and Other Low

Cost Tools

1Tuesday, June 30, 15Good morning,Social Media Measurement

Truffle Media

Ned Arthur, Director of Sales and Content Development

John Blue, Chief of Community Creation

2Tuesday, June 30, 15

Hi, My name is John Blue and I work at Truffle Media Networks, an agriculture media company focused on agriculture animal health issues.

Thanks to the Agriculture Relations Council for the opportunity to provide you information you can use.


Thanks to the Agriculture Relations Council for the opportunity to provide you information you can use.

What questions do you have now that you want answers to?


Short activity: I have handed out index cards, please use them to write these down, I will ask about these later.

1793 The Pennsylvania Evening Post becomes America's first daily newspaper.1851 Selling for a penny a copy, the New York Times debuts.1885 William Dempster Hoard wrote his issue of a "journal devoted to dairy farming.1962 Agri-Marketing magazine started1984 United States newspaper circulation peaks at 63 million people

191 Years5Tuesday, June 30, 15

Before we start, I want to share a perspective: It took 191 years to get from first Americanpaper to a newspaper with a peak circulation of 63 million people.

1995 The American Reporter first daily newspaper on Internet2004 Podcasting started2004 Facebook launched2005 YouTube launched2006 Twitter launched2010 Facebook passed 63 million US people

15 Years6Tuesday, June 30, 15

In contrast to newspaper, It took 15 years to go from the first internet newspaper to get to a single digital service having 63 million users. The speed of technology adoption and use will continue to be fast.

Landscape


Media use over the last 20 years has changed. People have moved from utilizing media based on time and location to discovering and finding information in real time through multiple channels and various sources of authority. Information media has become time free, virtual, digital, and very participatory. (next)


Today the way people receive information is far greater than 20 years ago; And there is more noise.


Why Social Media?


Why do people use social media?People love to share what they are doing

Why Social Media?


People want to be entertained.

Why Social Media?


Some people want to help.

Why Social Media?


And others want attention.

Why Social Media?


And, yes, people want to make money using media.



So, if I use social media, how do I know if it is working?


When you ask if something is “working”, there is an implied sense of expectations that need to be met. Some would say there are some goals you are aiming to achieve.

What are some goals you would would consider in a PR campaign?


Think about some goals a PR campaign might have.Please write some of these down.


To know if your goals or expectations are being met requires knowing where you are periodically.You need to have some measures over time.


Chris Penn with Shift Communications says - “If you don’t have a clearly defined, measurable goal,then all of your attempts to measure PR will be miserable failures.” http://agtoday.us/1SH9af7

For those goals you just wrote down: Now write down how you would measure progress toward those goals.


Think about how to measure progress toward goals. Write them down.


Some other reasons why we measure: We all want to know how we are doing compared to other things we value. We want to know our return on investment was worth it. We want to improve. We want to aim for goal driven activities.

Nikki Haley, South Carolina Governor, Calls for Removal of Confederate Battle Flag - NY Timeshttp://sharetally.co/141979/


Example measure in mediaNikki Haley, South Carolina Governor, Calls for Removal of Confederate Battle Flag

http://sharetally.co/141979/


After Charleston, A Battle Against The Confederacy Is Waged Nationwide - BuzzFeedNews






These media companies use these kinds of metrics to compare with their competitors. They are also the starting point of conversations with advertisers.



Here is a bit of history of media metrics sources.Nielsen, Arbitron, and circulation audits were key metric resources of media & PR.Detail metrics were difficult to capture and analyze.Time cycles were measured in quarters and months.

2013's Complex Social Media Landscape in One Charthttp://agtoday.us/1LrJMZN


Today: Good: Digital metrics are easily available from a variety of sources.Bad: There are more opportunities for collecting data than is possible to absorb or understandWork is required to connect goals to measurement.Time cycle is now measured in minutes, seconds, & milliseconds.

http://agtoday.us/1LrJMZN

http://agtoday.us/1LrJMZN

Write down the social networks you actively participate in personally.


Write down the social networks you actively participate in personally; more than three times a week. {wait then next}

Write down the social networks you actively participate in professionally.


Write down the social networks you actively participate in professionally; more than three times a week.


Ask who actively use Facebook, then Twitter, then G+, then LinkedIn, then SnapChat.


What are some of the resources at hand to measure social media?


These next set of images are to help people know what the social channels&tools have to offer in term of metrics or data points that can be leveraged in campaigns.

$Google AnalyticsTwitter analyticsFacebook metricsBitly linksYouTube metrics


$ low cost or close to free. There are other low cost data sources, these are some of the easiest to use & get info.


Google analytics is a basic free service that all website should have installed. It provides key web metrics. In the social space you can see what social channels are directing traffic to your web site.


Facebook offers Insights, a resource to share a large amount of data & summary metrics beyond just likes, comments, shares, etc. Be warned that the data provided is more than one can use effectively without focus.

This link

Becomes shorter

http://www.nytimes.com/2014/05/12/us/a-lesson-in-farming-classroom-to-

cafeteria.html

http://bit.ly/1mN2FLx


Bitly is not a social channel but is a resource many people use on social channels. It transform a long web link (URL) into a short compact web link. Bitly offers public metrics for all their shortened URLs.

http://agtoday.us/1sNRPV1






http://www.nytimes.com/2014/05/12/us/a-lesson-in-farming-classroom-to-cafeteria.html








http://bit.ly/1mN2FLxBitly link

https://bitly.com/1mN2FLx+Bitly link stats, add a

plus sign


Data on the clicks of this short link, metrics on when clicks occurred, where were they shared (social media), and who shared this link via a bitly is available. In this example, I see Jim Chen shared this link. Who is he and is there a connection to this topic (agriculture) that I might find useful?

https://bitly.com/1mN2FLx+

https://bitly.com/1mN2FLx+







http://bit.ly/1mN2FLxBitly link

agtoday.us/1g8xyHu

http://binged.it/4Hi4Ha

http://nyti.ms/1f6Qio4

Bitly offer custom URLs


FYI, Bitly short links have may forms. Bitly offer custom URLs, and they are used in many places. But they all can be reviewed behind the scenes by adding that plus sign and looking at the stats page to see more.








For your own Bitly account, you can get insight on links used in a status board like this.


Twitter offers data on tweets like impressions and engagements (RT, favs, replies, follows, clicks, etc). This data is also exportable.


YouTube provides an interface to see metrics on videos on you account.

$$Social BroSumAllHootSuiteDataSift limitedEmail services like MailChimpTweetReach limited


These next set of tools are inexpensive ($10 to $50 per month) and connect with or work with social networks like Facebook and Twitter to help support efforts to engage people and measure that engagement.


Social Bro uses the Twitter system to bring back data and chart them in a visible form. Social Bro is also useful for organizing and analyzing groups of people on Twitter.


SumAll is a utility service that aims to make looking at metrics from multiple sources easier to do.


The power of SumAll is seeing data from all the channels in a single spot. This allows us to ask questions about what is happening ex, who retweeted our posts and are they candidates for further outreach?


DateSift is a service that can tap into many different kinds of data streams for analysis by other programs. For example:A company has just released a new product. Use DataSift to track what people are saying about the product as well as their comments about photos, videos, and reviews of the product. Note: DataSift is a very tech and requires some programming expertise to really use well.


MailChimp, as an email service provider, can provide metrics on how people are interacting with your emails. MailChimp offers indicators on how email up[dates have been shared socially and what links have been clicked, a very valuable engagement indicator.


TweetReach allows you to look at a hashtag on Twitter to see engagement and reach / impressions. It is low cost in their one time use option (get a report on a hashtag right now) and is higher cost on the month to month monitoring.

$$$$$

NuviSalesForce Radian 6Brand WatchDataSiftHootSuite UberVU


These services are the higher end tools, with costs in the $500/month or more. They offer functionality to help capture, analyze, and organize data plus integrate into other large scale systems like Salesforce. I am not going to go thru these but I wanted you to know they exists. Nuvi is the tool used by the NCBA and is mentioned in the 5 ways to BEEF up your media monitoring.



Example: Smart Animal: Example of how digital and social media measurements were part of a company’s work flow. In Mar 2013 there was no website and no product to sell (but product was in the queue)


Smart Animal, a positive animal training technoloy company, knew they needed to start on digital activity. The first challenge was to start a website with useful information. Additionally, Facebook was something they felt they needed, possibly along with Twitter.


The blog started March 31, 2013, Facebook page June 2013, Twitter active April 2013, and YouTube initial use in September. Remember, there was no product for sale at this time.


The main goal of FB, Twitter, and the blog was to generate “awareness” with the measures being the simple data pints of FB likes & shares, Twitter re-tweets, at replies, and follows; and for the blog page views as provided by Google analytics. The data was reviewed weekly early on and monthly. {next}


in 12 months: FB likes went to 10,000, Twitter followers to ~5000, Social posts drove ~50% of the blog traffic. On FB the number of people sharing stories about SA was ~15,000 for 12 months. {next}


In the year they did this work, the Smart Animal team worked to better understand how FB, Twitter, and YouTube work so as to ask deeper questions of their efforts. They use Google Analytics to dig into inbound traffic and understand what content sources are more popular based on the time on page metrics (indicator of how long one reads).

#BlogPawsChatx

#BlogPaws


Part of Smart Animal goal for 2015 was to launch a Kickstarter to improve some design and software for positive animal training. Key goals was to make connections with people involved with pets and social media to help generate awareness about the Kickstarter. {next}

#BlogPawsChatx

#BlogPaws


Key measures was to go into the conference with 30 opportunity connections and come back from the conference with 10 to 15 qualified pet social media people connections from BlogPaws, a social media conference focused on pets & social media with about 400 to 500 people attending. {next}

#BlogPawsChatx

#BlogPaws


To get connection going into the conference, Walter, a great dane, participated in weekly #BlogPawsChat (Tues evenings 8-10pm ET). The participation helped identify people attending based on their posts. Twitter was mined to pull out the top 30 accounts (based on number of posts) that participated and make direct outreach before the conference. {next}

#BlogPawsChatx

#BlogPaws


tools used included Social Bro, Twitter analytics, and Google Analytics. {next}

#BlogPawsChatx

#BlogPaws


Results: Attending the BlogPaws conference came away with 20 personal connections from which four people took on writing more about Pet Tutor. The goals 30 opportunity connections going in; 10 to 15 qualified coming out.

https://storify.com/trufflemedia/tractors-make-the-tweet-tractortweets120


Another example: This is an event focused campaign sponsored by New Holland @newhollandag. The goal: get people (more the better) to tweet #TractorTweet120 with a small tractor given to every #NAMA15 attendee (950 tractors handed out). Contest was used. {next}





Behind the scenes they could also gain data points on impression reach and collect info on everyone who had an engagement. NAMA focused tweets were over 175 on approx 1600 tweets during the event.




Chris Penn with Shift Communications says - “If you don’t have a clearly defined, measurable goal, then all of your attempts to measure PR will be miserable failures.” http://agtoday.us/1SH9af7


Key take aways: Know what tools you have at your disposal and what data points they can collect. Set your goals and align them with the tools so that data is being collected along the way to measure progress.Loop regularly to insure the questions you have are getting data points so they can be answered.

http://agtoday.us/1SH9af7

http://agtoday.us/1SH9af7

Truffle Media

Questions?


Questions?

Pull questions from the audience based on what they wrote down as a prompt.


And if you still wonder what social media is, this “Social Media Explained via Donuts” can help.

Contact Information

[email protected]@TruffleMediaTruffleMedia.com/Facebook

(877) 558-7833TruffleMedia.com


Contact Truffle via Phone: (877) 558-7833, Twitter: @TruffleMedia, Facebook: TruffleMedia.com/Facebook, and web: TruffleMedia.com.

Truffle Media

Ned Arthur, Director of Sales and Content Development

John Blue, Chief of Community Creation


Close on Truffle team.

Thanks


Thanks again for your time.
