presented by Donna Hamilton University Communications Ben Hofstetter Office of the Provost Kerry Overstake University Communications Ben Stockwell University Communications Candice Terrell ID: 660780
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Slide1
Monitoring Social Media
February 2012
presented by:
Donna Hamilton
University Communications
Ben
Hofstetter
Office of the
Provost
Kerry Overstake
University Communications
Ben
Stockwell University Communications
Candice Terrell
UC Foundation
/
Alumni
AssociationSlide2
Why Monitor?Slide3
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.Radian6Slide4
Turn social conversations into sales opportunities
Use social listening to generate leads by listening to your prospects and customers online.
ConversionsSlide5
Examples
Super Bowl Command CenterMore 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-tSlide6
Examples
PepsiCoPepsiCo 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=InrOvEE2v38Slide7
Monitoring ToolsSlide8
facebook
insightsSlide9
The total number of people who Like your Page
Total LikesSlide10
GENDER & AGE
LOCATION
&
LANGUAGE
LIKE/UN-LIKE SOURCES
TOTAL LIKESSlide11
The number of unique people who were friends with people who liked your Page as of <date>.
Friends of FansSlide12
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 ThisSlide13
The number of unique people who have seen any content associated with your page from <date> to <date>.
Weekly Total ReachSlide14
GENDER
&
AGE
LOCATION
&
LANGUAGES
HOW?
REACHSlide15
AlertsSlide16
Email updates of the latest relevant Google results (Web, news, video, etc.) based on your queries.
AlertsSlide17Slide18Slide19
Using URL Shortening Services to Track Traffic
In social media, using shortened URLs (fewer characters).More credibility/trust if comes from uc.eduUse bit.ly service (via cqsupport@uc.edu) to acquire an on.uc.edu address.
Measure clicks.http://on.uc.edu/lVLrUe+ Slide20
Measurement:
Posted online July 1. Appeared on research blog July 5. In Office of Research e-newsletter on July 6.Slide21
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.Slide22Slide23Slide24
What does
Hootsuite do?Multiple NetworksSave your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter simultaneously Custom AnalyticsMeasure success. Create custom reports, track brand sentiment, monitor # conversations, track follower growth, track shortened URLsTeam Collaboration
Upgrade to have multiple contributors without sharing passwords. Assign messages for follow-up and track responses.Schedule MessagesDraft and schedule messages to send at a time your audience is most likely to be online. Slide25Slide26
Setting up
HootsuiteSlide27
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 SupportedSlide28Slide29Slide30
Auto-follow those who follow
youVet your new followers, clean out the spammersAuto-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.Slide31
100 latest @mentions and RTs at a glanceSlide32
Friends and Followers On All Your Accounts
Total Tweets On All Your Accounts (From All Sources)People Followed/Unfollowed On All Your Accounts by SocialOomphSlide33Slide34Slide35Slide36Slide37Slide38Slide39Slide40Slide41Slide42Slide43Slide44Slide45Slide46Slide47
social
mention
*Slide48
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.
SentimentSlide49
Positive:Slide50
Negative:Slide51
Unexpected Results?Slide52Slide53
http
://twittercounter.com Graphical Representation of follower increase over timeSlide54
Different
visualizations, e.g., Status and followersSlide55
Summary
of changes in followership, tweets and rankSlide56
Drawbacks
: Free version lacks data on mentions and retweets ($15/month)Data starts when you begin using service – graphs aren’t useful initiallySlide57
Strategy
Purpose – is that purpose already being addressed some other way? Is social media relevant to my audience? Will itCreate conversationCreate communityCreate conversions (apply, give, become a supporter)AudienceWhat 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.Slide58
Strategy
Voice/ToneBe 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)? Slide59
Resources
www.uc.edu/socialmedia Social media contacts Icons PresentationSlide60
Questions?