Social media monitoring & measurement For marketing intelligence Mark Farmer @markus64 / @marksyork PSEWEB: 2014-07-29
Social Media Monitoring & Measurement for Marketing Intelligence
Aug 19, 2014
Social media: why monitor? Why measure? How do I monitor & measure? This talk at the pseweb.ca conference in Toronto on July 29, 2014 talks about the hows and the whys, gives some examples of monitoring dashboards by type, and much more.
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Social media monitoring & measurementFor marketing intelligence
Mark Farmer@markus64 / @marksyorkPSEWEB: 2014-07-29
Why we’re here● “What gets measured, gets managed.”
- Peter Drucker
● “What gets monitored & measured is what matters.”- Mark Farmer
A few key points● Why Monitor?● Why measure?● How to monitor & measure
Why monitor?● In 2014 your brand is what your customers and
audience say it is.● It’s important to listen to the conversations they’re
having about you and your brand, especially online.● Doing so allows you to identify issues, serve customers,
handle crises, keep tabs on the competition, and more.● All this listening gives you actionable business
intelligence and marketing insights.
Why measure?● Metrics = results.● Since metrics are objective and empirical, they remove
subjectivity, opinion and conjecture from business processes. ● That de-personalizes business processes, which makes
decision-making easier and smoother.● Metrics also keep you honest:
o There are “lies, damned lies & statistics,” but people vote with their clicks. That’s essential in cutting through clutter, noise and anecdotal data.
o Metrics don’t care about politics or opinion, and can’t be convinced to tell another story. They’re unbiased that way.
Mainstream / enterprise dashboards● Salesforce Radian6● Sysomos Heartbeat● Hootsuite● Sprout Social
Free native dashboards● Facebook● LinkedIn● Twitter● YouTube● Instagram (Iconosquare)
Paid platform-specific dashboards
● Hashtracking● Tweetreach● Tailwind● EdgeRank Checker
Further reading
Links to further reading● Beth Kanter - Measuring the Networked
Non-Profit:http://www.amazon.ca/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604
● Katie Delahaye Paine - Measuring What Matters: http://www.amazon.ca/Measure-What-Matters-Understanding-Relationships/dp/B00D821V28
● Olivier Blanchard - Social Media ROI: http://www.amazon.ca/dp/0789747413
● Avinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-Analytics-2-0-Accountability-Centricity/dp/0470529393
Thank you. Please stay in touch:● @markus64● slideshare.net/Markus6464● webheresies.com● ca.linkedin.com/in/markfarmer64
Appendix A: examples of outputs● Bottom line
o Sales revenue● Tangible results
o Sign-ups for a newsletter● Intangible results
o Sentiment / reputation● The ‘between’
o Engagemento Advocacyo Audience / reach
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