#MCSF #SMmon
INTRO TO SOCIAL MEDIA MONITORING
HOW TO FIND OUT WHAT'S WORKING
#MCSF #SMMON
MICHAEL PROCOPIO@MichaelProcopio
[email protected]/in/MichaelProcopio
See an updated presentation athttp://slideshare.net/MichaelProcopioPlease follow me on SlideShare
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It All Starts with
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Some Possible Goals
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Impressions
represent the gross number of items that couldhave been seen by all people, includingrepeats. The term “displayed” applies acrosschannels, browsers, devices, and othermethods by which an individual might see anitem.
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Example:Twitter followers + Retweet followers + blog views +LinkedIn followers + Google+ followers etc.
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Reach
represents the total number of unique peoplewho had an opportunity to see an ITEM or avalid reproduction of that ITEM across anydigital media.
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Example:1/ = Twitter followers + Retweet followers + blogviews + LinkedIn followers + Google+ followers etc.2/ = Deduplicate (if I follow you and I follow aretweeter count as 1 not 2)
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Engagement
is defined as some action beyond exposure andimplies an interaction between two or moreparties. Social media engagement is an actionthat typically occurs in response to content onan owned channel – i.e. when someoneengages with you.
Example:
@MichaelProcopio can I have your slides?
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Conversation
is defined as some form of online or offlinediscussion by customers, citizens, stakeholders,influencers or other third parties. Social mediaconversation includes online discussion about yourorganization, brand or relevant issues, whether viayour channel or third party channels – i.e. whensomeone talks about you.
Example:
Fred writes on David’s FB wall “have you looked atthe new Ford?”
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Online InfluencersKey criteria:
• Frequency. How often are they writing about topic
• Relevance, i.e. are they writing about topics that arerelevant and interesting to your stakeholders, arethey producing content that is interesting to them.
• Resonance – do stakeholders find the contentinteresting enough to forward, share, like orretweet?
• Trust – do people actually trust the information thatthose influencers are putting out there
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Source: http://kdpaine.blogs.com/kdpaines_pr_m/2012/06/measurement-of-influence-may-be-even-more-misunderstood-than-engagement.html
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Consideration (mine)
User clickson link to getto your siteto specific
content
3rd partysyndication
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Leads (mine)
User clickson link AND
COMPLETESlead form
3rd partysyndication
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ROI
14
• $$ Returned on $$ Invested
• Fully burdened rate
• $125K
• $40
• 2567%
• http://bit.ly/csmny-roi
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Measure what you can act on
15
Message posts on a single forum board per week
Page views for total community
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Match you metrics to goals and company
16
User group meeting before/afterShare of Conversation
Company Company
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2 Weeks before Event 22-28 May (chart = 7days Sun-Sat)
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1 Week before Event (chart = 7 days Sun-Sat)
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Week of Event (chart = 7 days Sun-Sat)
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1 Week after Event (chart = 7 days Sun-Sat)
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2 weeks after Event19-25 June (chart = 7 days Sun-Sat)
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Facebook Insights (people talkingabout page)
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FacebookInsights(posts byreach) –what’sworking
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FacebookInsights(posts byengagedusers) –what’sworking
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FacebookInsights(posts byvirality) –what’sworking
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Twitter following over timeTotal Followers Month/month
0
500
1000
1500
2000
2500
3000
3500
HP_AppSecurity
HPBI
HPITOps
HPNNMi
HPSoftware
HPsoftwareALM
HPSoftwareMEMA
HPsoftwareNL
HPSWU
May Jun Percent change
9,237 9,551 3.40%
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Software Twitter (ending Dec 15) 2010
Tool: HootSuite
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Tool: HootSuite
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Twitter – what’s working
2. HPITOps: Executives estimate that IT delivery will be 18% via public cloud and 28%by private cloud by 2015. http://bit.ly/aMhQIF
3. Link to: http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/McDonalds-Database-Compromise-3rd-Party-Lessons/ba-p/15807
4. HP ALM: Executives estimate that IT delivery will be 18% via public cloud and 28% by private cloudby 2015. http://bit.ly/aMhQIF
5. HP EIS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM
6. http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/The-War-of-Whistleblowers-WikiLeaks-vs-Jester/ba-p/13785
7. HP ITOps: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloudnews. http://bit.ly/borgLM
9. HP SaaS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM
10. HP ALM: Read #GroundedInTheCloud blog to keep up with all the latest Around the HPCloud news. http://bit.ly/borgLM
Tool: HootSuite
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Event Twitter
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SlideShare Top 20 SlidesPresentation Views
ViewsEmailShares
TweetsFacebookShares
Favorites Comments Downloads
199slideshowstotal
46,078 283 41 45 14 2 3,323
HP QualityCenterintegration:l...
2,156 8 0 1 0 0 49
Tips andtricks for HPOperation...
1,915 19 2 2 1 0 82
Using HPQualityCenterworkflow...
1,417 15 0 0 0 0 52
HP NetworkNodeManager i 9.0de...
706 2 1 0 0 0 39
08 BusinessServiceAutomationC...
566 0 0 0 0 0 25
Bestpractices formanagingyour...
561 5 0 0 0 0 36
Successfullyleveraging HPQuali...
542 2 0 0 0 0 34
Backup andrecovery forvirtuali...
535 1 1 0 0 0 28
03 hpcloud_services
516 0 1 0 0 0 91
ManagingVMware ESXenvironments
499 1 0 2 0 0 19
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#MCSF #SMmon
LinkedIn following over timeMembers Month/month
0
500
1000
1500
2000
2500
3000
3500
2010-10 2011-01 2011-02 2011-03 2011-04 2011-05 2011-06 2011-07
May Jun Percent change
18,295 18,857 3.07%
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LinkedIn – What’s Working
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14.7% Other
Referring Domains
12.3% Wikipedia
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Wikipedia Articles
1,749,587
1,896,830
1,600,000
1,700,000
1,800,000
1,900,000
2,000,000
Q1 Q2
Views grew 8%
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Experiment: Social Syndication
169% higher average page views to blog posts thatare socially syndicated
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Resources
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http://bit.ly/kdpaine-measure
KDPaine's PR Measurement Blogkdpaine.blogs.com
http://bit.ly/cspenn-measure
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More resources
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http://www.smmstandards.org/
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THANK YOU#MCSF #SMMON
MICHAEL PROCOPIO@MichaelProcopio
[email protected]/in/MichaelProcopio
I’ll post an updated presentation athttp://slideshare.net/MichaelProcopio