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 [email protected]) 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 [email protected].● 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.
● 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.
● 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?
