Monitoring Social Media

Monitoring Social MediaFebruary 2012

presented by: Donna HamiltonUniversity Communications

Ben HofstetterOffice of the Provost

Kerry OverstakeUniversity Communications

Ben Stockwell University Communications

Candice TerrellUC Foundation/Alumni Association

Why Monitor?

Brand

Those conversations are happening everywhere and now being shared across the social web. Traditional marketing has changed. Social Media has created new and exciting ways for brands to engage with consumers and build fans.

Radian6

Turn social conversations into sales opportunitiesUse social listening to generate leads by listening to your prospects and customers online.

Conversions

Examples● Super Bowl Command Center

More than 20 people manned the center for 15 hours per day.

Researchers from nearby Ball State University's Center for Media Design will conduct a study of the command center, analyzing its strengths and weaknesses. Michael Holmes, director of the center's Insight & Research Unit, wrote in an email that the command center is an example of the "the ubiquity of social media and the absolute necessity for companies, organizations and communities to use these tools to improve their relations with their customer, audiences and citizens."

http://socialmediatoday.com/elizabeth-lupfer/440875/exclusive-look-why-super-bowl-s-social-media-command-center-scores-winning-t

Examples● PepsiCo

● PepsiCo has built a Mission Control center for its Gatorade brand, which sole purpose is to analyze and drive conversations about the hydrating beverage on every social platform that matters.

● Bough [PepsiCo’s head of digital] explains how the Mission Control center separates valuable feedback from the chatter, how educating a targeted audience drives sales, and how all marketing jobs will eventually become social media jobs.

● http://www.youtube.com/watch?v=InrOvEE2v38

Monitoring Tools

• The total number of people who Like your Page

Total Likes

GENDER & AGE

LOCATION&LANGUAGE

LIKE/UN-LIKE SOURCES

TOTAL LIKES

• The number of unique people who were friends with people who liked your Page as of <date>.

Friends of Fans

• The number of unique people who have created a story about your Page (likes, posts, comments, shares, mentions, tags, recommends or checks in).

People Talking About This

• The number of unique people who have seen any content associated with your page from <date> to <date>.

Weekly Total Reach

GENDER&AGE

LOCATION&LANGUAGES

HOW?

REACH

Alerts

● Email updates of the latest relevant Google results (Web, news, video, etc.) based on your queries.

Alerts

● Using URL Shortening Services to Track Traffic

In social media, using shortened URLs (fewer characters).

More credibility/trust if comes from uc.edu Use bit.ly service (via cqsupport@uc.edu) to acquire an

on.uc.edu address. Measure clicks.

http://on.uc.edu/lVLrUe+

Measurement:● Posted online July 1. Appeared on research blog July 5. In

Office of Research e-newsletter on July 6.

How to Get an on.uc.edu URL● Request from WebCommunications@uc.edu.● UCIT working on a self-service application.● Only shorten uc.edu addresses.● Can only get one shortened URL for each unique

URL.● Adding Google “campaign” tags allows formation

of multiple addresses that redirect to the same URL.● Can measure effectiveness of different media and

messages and determine best combinations.

What does Hootsuite do?● Multiple Networks

● Save your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter simultaneously

● Custom Analytics● Measure success. Create custom reports, track brand

sentiment, monitor # conversations, track follower growth, track shortened URLs

● Team Collaboration● Upgrade to have multiple contributors without sharing

passwords. Assign messages for follow-up and track responses.

● Schedule Messages● Draft and schedule messages to send at a time your

audience is most likely to be online.

Setting up Hootsuite

● Hootsuite Pricing● Pro - $5.99/month

● Unlimited Social Network Profiles

● Unlimited RSS / Atom Feeds

● 1 Free Report **● Google Analytics● 1 Free Team Member● Ad Free● 100 Archived Messsages

● FREE●  Free Quick Reports●  5 Social Profiles *●  2 RSS/Atom Feeds●  Ad Supported

● Auto-follow those who follow you● Vet your new followers, clean out the

spammers● Auto-send DMs to new followers

● Fee: $3.97 bi-weekly for all of your Twitter accounts. ● Automation fee applies even when you have a

Professional account.● Does not give you access to Professional features –

separate fees.

● 100 latest @mentions and RTs at a glance

● Friends and Followers On All Your Accounts● Total Tweets On All Your Accounts (From All Sources)● People Followed/Unfollowed On All Your Accounts by

SocialOomph

The likelihood that your brand is being discussed in social media

Strength

Measure of the range of influence (number of unique authors / total number of mentions.

Reach

A measure of the likelihood that individuals talking about your brand will do so repeatedly

Passion

Ratio of mentions that are generally positive to those that are generally negative.

Sentiment

Positive:

Negative:

Unexpected Results?

● http://twittercounter.com ● Graphical Representation of follower

increase over time

● Different visualizations, e.g., Status and followers

● Summary of changes in followership, tweets and rank

● Drawbacks: ● Free version lacks data on mentions and

retweets ($15/month)

● Data starts when you begin using service – graphs aren’t useful initially

Strategy● Purpose – is that purpose already being

addressed some other way? Is social media relevant to my audience? Will it

● Create conversation● Create community● Create conversions (apply, give, become a supporter)

● Audience● What does your audience care about it?● How can you engage your audience?● Number of followers isn’t as important as whether your

followers are engaged.

Strategy

● Voice/Tone● Be thoughtful about being conversational. ● Be casual but not careless.

● Measurement● What are our goals? ● How/what will we monitor?● How will we report our progress/successes (reports)?

Resources● www.uc.edu/socialmedia● Social media contacts ● Icons ● Presentation

Questions?