1 Good Reason – Social Marketing

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Live Blogging #MSM10 AM Sessions

November 4th, 2010 · 8 Comments

Today I’ll be live blogging my take on Monitoring Social Media conference in New York today.  It’s got a great list of speakers, starting with the queen of measurement Kati D. Paine.

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Katie D. Payne:

Measuring engagement is not about justifying your budget.  It’s not about measuring computers, it’s about measuring people and people are messy.

AT&T- “people don’t really expect a response when they leave an obscene comment.  But you really want to see why that person said what they said.”

The CEO of a hospital won a union battle via blogging.

Sodexo cut $300K from its recruitment budget using Twitter.

A company in Utah used social media to reconnect with ex-employees and tap their knowledge.

Measuring advertising and PR is a very soft measurement.  Web metrics and social media are hard measurements and they can’t be compared.

You can’t measure how many people you’ve reached with any reasonable accuracy.

More importantly you can’t measure engagement with anything automated.

What to measure:

Influence= the power toaffect actions

Engagement= action

Advocacy= engagement driven by an agenda

Sentiment= contextual expression of opinion

ROI= reducing costs of; recruitment, sales, advertising, customer service…

Phases of Engagement:

Likes

  1. followers, comments
  2. repeat visitors
  3. retweets, reposts, shares
  4. registration, NPS
  5. trial purchase, advocacy

Do you need a “Kick Butt Index”?

Decide what to measure.

Benchmark against competitors/peers

Track activities against KBI over time

Understand the costs

Goals drive metrics, metrics drive results

Establish your goals first, then determine how you will measure these goals.  Doing it the other way around is foolhardy.

Content Analysis – really must be done by humans today and for the near future.  The mistaken pieces of  information picked up by the automatic system are numerous to go without being cleaned.  Any keyword set will produce erroneous results.

Shifts in measurement

Integration of various streams:

traditional + social + demographis+web analyisis+news+sentiment+Influence+conversions

Priority shifts:

Online over traditional

Listening vs. monitoring

correlations vs counting

Beyond tone & sentiment analysis

Social media measurement will become business intelligence. What are your customers saying and doing.

Sentiment Analysis is too blunt a tool. Humans aren’t binary, their motivations and bias are complex and can’t be that easily measured, or pigeonholed.

Q: will the “impressions” metric really go away?

Ans: It’s a flawed metric with no real validity, and it doesn’t mean that anything because people aren’t necessarily looking at your ad, info, on the page.

Loic Moisand, CEO Synthesio

How to Measure your social media that matches your brand personality.

The Boring Brand:

Example, soap, food staples, etc.

Measure social profile , Volume of buzz- Average, Intensity of engagement- low, consumer engagement-low.

Example: Insurance Co- CompareTheMarket.com and CompareTheMeerkat.com a spoof site.  They discovered people were mistyping their URL so they created the Comparethemeerkat.com joke site.

Keep your measurement simple for a boring brand and look for awareness measurements.

the Functional Brand:

Hotels and other brands you need to use because of utility.

Move people from customer service into community management.  This allows you to deliver customer service via social media.

Also allows you to measure reduced call volume into CS center.

The Exciting Brand

Example, Apple, Coke, Lady Gaga, Red Bull

Exciting brands need to bench mark against competitors and against your earlier efforts.

the Vital Brand

Examples: health care, (one of the most topics online in social media)

Your primary mission as a vital brand is to reassure your clients.  Calm their fears.

Find insights and plot them as negative vs. positive, and in the level of influence of the source.

NOTE:  A single brand can fit multiple of the above types.  Different products or departments will match to different plans.

Key Idea:

You don’t really need to go out and ask questions anymore.  No more focus groups anymore. Using social media you can gather the answers you need without asking the specific question, therefor alerting your competitors.

Good quote from the audience: Companies can’t be social externally if they are not social internally.

@coryhartlen Radian 6

How to Listen

How are you listening?

Why are you listening?

What can we learn with the listening we’ve done.  How do we turn it into actionable intelligence?

The problem is that the Radian 6 presenters all use a similar presentation technique.  They show big images with a title for a the topic they are talking about.  But they don’t include any info on the slides in other words the presentation is only verbal.  So it’s impossible for people to take notes and catch up with what they are saying.  As an example the Tweet stream for #MSM10 has died completely during this Radian 6 presentation. But the presenter is doing an excellent job of talking.  In my mind that’s something that Radian 6 should be able to figure out with their analytics and approach their presentations differently.  The presentations are good, with lots of good data and case studies but they totally verbal.

Take a look at the present on slideshare at www.slideshare.net/ambernasland and tell me what you think.  In other words, give me 1 good reason why you think this is a good approach to a presentation.

Bloggers Don’t Do Org charts

Giles Palmer- CEO Brand Watch

Using Social Media marketing to drive traffic

Case Study: Fresh Networks -

Article on choosing the best monitoring tools.  results 438 clicks, 15 product demos, 5 trials, and 4 customers- return $20K  via 4 customers.

Social Media Monitoring & Marketing

  1. Set Objectives
  2. find the conversations
  3. set benchmarks
  4. only show users they need
  5. give it time

Searching for new recruits for their Graduate Recruiting Group.  Nobody uses the term “graduate recruiting” when they are a graduate and want a new job.  Created complex searches.

Case Study- E.On UK Engery supplier

Depts involved; PR Brand & Comms, Retail, HR, Renewable energy

What do they want to track:

Brand, power plants, competitors, lobbying groups, sponsorship, campaigns.

Each team wants a custom view of the social media stream.

Trying to find the conversations you need: Reference for Disambiguation: http://en.wikipedia.org/wiki/Comet Understand the difficult search queries you need to build to find the conversations you need.

Important point: when you change your search query for monitoring, be sure to note the changes on your historical charts and graphs so people know the shift in data is artificial, not external.

Benchmarking: how to

  1. Webstats
  2. Conversion Rates
  3. Volume of conversation
  4. Sentiment
  5. Competitors
  6. Type of conversation

One benchmark: interesting mentions vs. uninteresting.  Uninteresting mentions- passing, tangential, just used it,  etc.  Interesting is- liked, hated, want…

Only show users What They Need in your social media reporting.  Taylor dashboards to the client/department with only info they need.

Iterate your process several times to refine and improve the reporting for each recipient of the reports.

How to deal with changing your monitoring measurements- if you start with a broad search, you then improve the searches and narrow down.  Distribute these reports to the organization and let people know that the data can’t be used to compare historically.  The important thing is to communicate the current state of the info.   Eventually lock the data down and don’t make any more changes unless its imperative to do so.

Panel- using monitoring to Benchmark & Measure ROI

@katiepaine @treypennington @webmetricsguru@synw

Often many orgs, govt etc don’t need to measure ROI.  If you need to measure ROI, look at how you are measuring ROI in Marketing and PR.  Use the same systems.

KD Paine, ROI is a code for “I don’t really  want to do this.”  Perfect!

@treypennington Boards and CEOs are measured in a financial way, but too often people in social media don’t want to measure SM that way.  We need to find sucessful ways to measure SM in a way that can translate into dollars for the executive suite.  Without that we can’t be successful.  (I think that’s a great point.)

One good way to measure these results in dollars is to measure the savings that communicating via social media can do.

Per @katiedpaine One way the Board will take notice of SM is via PR.  Every board heard about “Dell Hell” blog and didn’t want that to happen to them.  Social Media can be used to react to and even prevent PR debacles.

Question for Audience: how many people are still selling social media into their companies?  About 50% of the audience responded.

Per @kdpaine a construction company did a detailed analysis of their social engagement and found that the largest return for their involvement in real dollars, with new contracts and sales leads came from LinkedIn groups.  This was the right solution for that company.  Your results will vary but can be determined.

Measurement is hard 4 people who like 2 communicate in words all day” – @kdpaine

Comment from audience: Lots of companies are afraid of the negative comments in social media.  Response- they will happen whether you are involved or not, isn’t it better to respond than ignore it and let it happen without you?

@kdpaine Classic old school thinking- monitoring mentions in Trade Pubs.  Today that’s 0.5% of the audience.  Companies that are holding on to old school techniques like that will be fixed by Darwinian processes.  The same holds true for bosses that hold on to these old school processes.

@kdpaine Twitter and social media in general do not reflect the general population.  It is not a substitute for real marketing research.  The population on Twitter is too small and the percentage of people in many markets who are on Twitter is not reflective of that market.

Per @treypennington from ExactTarget- Twitter users are the most influential users online.  They are 6X more likely to blog, etc.  Which @kdpaine responded to with “that’s why they are not representative of the general population.

Per @webmetricsguru web metrics analysis is still a very important art, and often comes down to the skill of the analyist.  (I agree)

I’LL START A NEW POST FOR THE AFTERNOON SESSIONS.

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