Social Media Monitoring & Measurement

Actionable Intelligence for Intelligent Marketers

Mark Farmer

Hill + Knowlton 2015

Why we’re here

● “What gets measured, gets managed.”

- Peter Drucker

● “What gets monitored is what matters.”

- Mark Farmer

Today

1. Social media monitoring & measurement dashboards.a. Enterprise & free options.

b. Strengths & weaknesses.

2. Tactics for finding actionable marketing insights from

social media.

3. Tools & tactics for measuring results.

4. Strategies for real-time monitoring and analytics.

My tools

The tools: Radian6

Losing ground

G2 Crowd Grid for Social

Media Monitoring, Spring

2015:

https://www.g2crowd.com/grid

_report/documents/social-

media-monitoring-spring-2015-

final

How social media monitoring

dashboards work

Radian’s building blocks: widgets

What’s the most important widget?

Radian6 summary dashboard

A caveat

● Sentiment

● Don’t believe the hype.

The tools: Sysomos Heartbeat

David vs. Goliath

The tools: Hootsuite

The power of the Twitters

The tools: Sprout Social

Sprout: Page likes vs. unlikes

Sprout: Impressions

Sprout: stories created / how many users

Sprout: per-post metrics

Similarly, for Twitter

Meet my little friend

X

Outliners

Measurement: how do we know it’s

working● The native dashboards are

still essential

Third party

● Also use a variety of third-

party apps at any given

time.

The old stand-bys

● Unique hashtags.

● Short links.

● Website visits.

Some language to sell it to the C Suite

● How do we turn this into money?

o As part of the marketing funnel

● At least measure positive change over time

● Sentiment - proxy

● Social care

● Social CRM

The up-and-comers: Pinterest

The up-and-comers: Instagram

What’s next?

● Snapchato Number of media views

o Number of followers

● YikYako Anonymous

o Unfiltered: true sentiment

o Geo-fenced: no general application

Further reading

Links to these & other resources

● žOlivier Blanchard - Social Media ROI:

http://www.amazon.ca/dp/0789747413

● žBeth Kanter - Measuring the Networked Non-Profit:

http://www.amazon.ca/Measuring-Networked-Nonprofit-Using-

Change/dp/1118137604

● žKatie Delahaye Paine - Measuring What Matters:

http://www.amazon.ca/Measure-What-Matters-Understanding-

Relationships/dp/B00D821V28

● žAvinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-

Analytics-2-0-Accountability-Centricity/dp/0470529393

Thank you

● @markus64

● slideshare.net/Markus6464

● webheresies.com

● ca.linkedin.com/in/markfarmer64