sempo atlanta 10/01/10 social media presentation

Social Media

Adam Proehl

About Me

• Internet Marketer since 1997

• Currently Managing Partner of NordicClick Interactive in Minneapolis

• Best Practices Coach

• Hopeless Viking Fan….. Glutton for Punishment

Topics

Measurements & Signals

Terms & Terminology

Forward Looking

Approximately 30 Cool (and FREE!) Tools

A humorous view:Social Media

Courtesy: HubSpot

Measurements & Signals

Monitoring 101

Basic Terms

Metric Description / Notes

Mentions Obvious – How many times was your brand mentioned?

Sentiment Positive? Negative? Neutral?

Share of Voice What % of the overall buzz about your market do you have?

Influencers Who is important to your industry? Your customers? Who can influence opinion?

Velocity How fast is the conversation spreading? How is it picking up steam?

Reach How far has this conversation gone? Who’s picked it up?

Measurements & SignalsLimitations:

• Impossible for any one tool to measure everything

• Data is not absolute

• Manual Review constantly needed

• Closed Profiles

• Keywords

The numbers alone NEVER give the full story

“Love the iphone, but AT & T sucks.”

“Successful call on 3rd try…. Nice network AT & T!”

“The new iphone is SICK!!!”

“The Fallacy of Sentiment”

You need to fill in the blanks………

“Use Context of an Action”

Why follow?

Why like?

Why Check In?

Why post?

Why share?

Review?

Rant?

“What’s my motivation?”

“Like” a Company Motivation• Discounts & promos#1• Show support for the company to others#2• Get a freebie#3

Source: Exact Target / Co-Tweet X-Factor Study 2010

“I’m Having a Cheeseburger”

..............I don’t care!

“At Five Guys inhaling a cheeseburger”

“Gut bombs…. Awesome!”“The Cajun Fries kick ass!”“Gotta get back there”“Your doctor’s gonna get rich!”

The Check InBy itself, not interesting….

Content Driven Products

Follow/Like Does Not Equal Engaged

Who “Hides”?

Who ignores?

Not much different than an email list

Authenticity

Overused

Very subjective

To whom?

About what?

To what degree?

OK……. So What About ROI?

• Can’t Get an ROI1• What is the ROI of ignoring?2• Social + CRM = ROI3

Three Schools of Thought:

“Last Click” Analytics makes it even more difficult to measure & quantify

The Future

Soci

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Emai

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Dire

ct M

ail

Back to the Future

• Network Banners (1996)

• Email Response Rates (1999)

• Social Media?

Overload Risks

Email

Facebook

TwitterFourSquare

Display

Retargeting

Permission Profiles

“Like” or “Follow”

Similar to Email Best Practices

Relevance

Bombardment

Advanced Profiling

Interests

Types of Deals

Sharing

Measuring Tools’ Challenges

Comment Metrics• How many?• Sentiment

Check In Metrics• With & without comment• Tags• Friend Comments

Virtual World Real Currency

Cool (and Free) Tools

Metricly

• Track your metrics in one place• Pulls in Multiple Sources• Build Custom Dashboard

http://metricly.com/

Snip-n-Tag (Firefox Add On)

• Shorten URL (bit.ly, ow.ly, etc)

• Make it trackable in GoogleAnalytics

• All in one interface from a Firefox sidebar

/bH9tYH

Twitter Tools

CrowdEye

• Tweets • Links• Volume• Sentiment• Locations

http://www.crowdeye.com

Twitter Sentiment

• Quick Snapshot

• Accuracy so-so

• Manual Review

• Good Starting Point

http://twittersentiment.appspot.com

Twittrratr

• Quick Snapshot

• Numbers

• Sentiment Highlighted

http://twitrratr.com

Foller

• User Info

• Topics

• Hashtags

• Mentions

• Geography

http://foller.me

Mentionmap

• Visual, Interactive tool of mentions• Networking & Degrees of Separation

http://apps.asterisq.com/mentionmap

Twilert

• Get Regular email updates on a keyword, hashtag, or user

www.twilert.com

Twitalyzer

• Link up with Analytics• Free and paid editions

Done as a society?

www.twitalyzer.com

Chatterscope

• Sentiment Analysis• Benchmarking (time, competitive, geo, etc.)

www.chatterscope.com

ReTweetist

• Tracks Retweets for a user or link

www.retweetist.com

Hashtags.org

• Track volume & trends

• Charts

• List of Tweets & Users

www.hashtags.org

Open Book

• Searches posts for keywords

• Check your privacy settings!

• Great info for a quick pulse

www.openbook.org

Open Facebook Search

www.openfacebooksearch.com

Similar functionality to Open Book, only not as pretty

Face Pinch

• Topics, people, popular searches• Annoying Ads

www.facepinch.com

It’s Trending

• Top Links being shared

www.itstrending.com

Booshaka!

• Search Keywords• Featured Topics

http://www.booshaka.com

Multiple Platforms

Kurrently

• Facebook & Twitter

• Get Stream

www.kurrently.com

Addictomatic

• Pulls from multiple sources

• Creates Dashboard

Folowen

Quickly view and interact with a companies social network

www.folowen.com

48ers

• Search & Filter Multiple Networks

http://48ers.com

Who’s Talkin

• Search Multiple platforms• Narrow/Filter by platform

www.whostalkin.com

Website Grader

• How search & social friendly is your site?

www.websitegrader.com

One Riot

• See what links containing a particular keyword are being shared

• Twitter, Facebook, MySpace, and Digg

PRmetrics

• Images• Videos• Blogs• Twitter• Slideshare

www.prmetrics.com

Keotag

• Multiple Engines

www.keotag.com

Heardable

• Scoring Algorithm• Category & Local

Benchmarks• Free (for now)

www.heardable.com

BackTweets

• Pro & Limited Free Edition

• Type in URL to see who’s sharing links

BackType

• Engagement Comparisons Chart• Audience / Link Metrics

www.backtype.com

TimeTube

• Video Timeline based on keyword search

Fablistic

• Follow all of a users likes, reviews, interests, etc

• Context, not just a “like”

Google Analytics – Tag Facebook Page• Give your Facebook page a GA account profile

• How To:– Set up a new GA profile– Paste this line at the top of your FBML code:<fb:google-analytics uacct="UA-9999999-99" />

Source: www.hongkiat.com

Key Takeaways

No one tool can measure everything

Understand the context of an action

Follow / Like doesn’t equal engaged.

Social Media still has a lot of growing up to do

Plenty of free tools to help you along

Thank You

Adam Proehladam@nordicclick.comwww.nordicclick.com

@adamproehl