session seven - media intelligence

8/4/2019 Session Seven - Media Intelligence

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Integrating media intelligence into our everyday work.

Session Seven: Media Intelligence


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25 billionpieces of content shared on

Facebook last year

35 hours of videouploaded to YouTube

every minute 10 billion tweets in asingle year.

27 million tweets postedon Twitter every day


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If youre notlistening,monitoringandmeasuring the data youre

notawareoftheconversation.


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There is no separation between traditional and socialmedia monitoring.


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Monitoring is no longer a nice to

have. It is a core component toinforming our work.

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UNDERSTANDING HOW CONVERSATIONS EVOLVE

BENCHMARKING PROGRESS

LISTENING TO WHAT PEOPLE HAVE TO SAY


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Getting Started

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IDENTIFY CLIENT OBJECTIVESOnce you know the right questions,

you can map out a plan to answer

them.


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Metrics

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Frequency of Posts

Facebook Post Feedback

% of Total TweetsGenerated by User

Facebook Interactions

CompetitionShare of Voice

Authoritative Mentions

Source Share of Voice

Frequency of Mentions

Sentiment

% of Retweetsand @Replies

Share of Voice by Media Type

Total Channel Subscribers

Dominance

ProminenceTechnorati Ranking

Unique Visitors

Total Upload Views

Total Volume

Linkbacks

Follower Growth

Bounce Rate

Relevant Posts

Message Integration


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Metrics

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Frequency of Posts








Sentiment




Dominance


Unique Visitors

Total Upload Views

Total Volume

Linkbacks

Follower Growth

Bounce Rate

Relevant Posts

Message Integration


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Metrics

9

Frequency of Posts








Sentiment




Dominance


Unique Visitors

Total Upload Views

Total Volume

Linkbacks

Follower Growth

Bounce Rate

Relevant Posts

Message Integration


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No one tool solves the

whole problem

VOLUME &SENTIMENT

INFLUENCERS& REACH

CONTEXT & OPINION


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Getting Started

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ESTABLISH A MONITORING PROGRAMResearch

Monitor

Measure

Analysis


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Researching

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LANDSCAPE ANALYIS OF THE CONVERSATION

Who is talking?Where are they talking?

What are they saying?

Why are they saying it?


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Researching

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Monitoring

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IDENTIFY TRENDS

OVER TIMEShare of voice

Key themes

Major influencers

driving the conversation


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Monitoring

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Measuring

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IDENTIFY THE CHANGES


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Analysis

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Data is abundant on the Web and information is free.

Meaning is what matters and what we distill fromthe online conversation.


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Analysis

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Comparing data gives us actionable insights into audience behavior.


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Help clients digest the data

THE SOCIALPULSE DASHBOARD. Give clients access to real-timedata pulled in from the entire toolbox.


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Monitoring Packages

Baseline

Volume and Sentiment

Additional Tools

Advanced Sentiment

Context

Influencer Tracking

Content Scheduling and

Engagement Tracking

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Integrating This Into Our Work

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Ongoing Training

Understanding Client Objectives

Identifying the right metrics


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Measuring Success

Questions?

session seven - media intelligence

Documents