Social Media Measurement Tools Disclaimer: All images such as logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.1

Social Media Measurement Tool Options Option Description Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTube Analytics over individual accounts Best for: Small businesses, Personal use Aggregators Example: Socialmention, Samepoint Overview of multiple social media sources Best for: Small businesses, Serious amateurs Professional Example: Radian6.com; starts at $600, based on volume Deep dive into significant amounts of data Best for: Dedicated social media professional Radian6: One of the market leaders in social media measurement. Steep learning curve. Expensive. © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.2

Source Tool: Facebook: Overview Topic Description Purpose Analytics for Facebook page administrators (business use) Functionality Fans: Total fans; New and removed fans Subscribers: Unsubscribers and resubscribers Demographics: Age; Gender; Top Countries Media: Photo; Video; Audio Interactions: Total number of comments; Wall posts; Quality Engagement: Click-through rates; Discussion posts Advantages Free; Fairly powerful Disadvantages Limited to Facebook facebook.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.3

Source Tool: LinkedIn: Overview Topic Description Purpose Limited metrics for LinkedIn pages Functionality Personal account: Profile views; Inclusions in search results “Business Plus”: Traffic sources for “My Profile” views Functionality LinkedIn Groups Members: Total members; New members Discussions: Total discussions; New discussions Updates: New postings for past 7 days Advantages Free Disadvantages Limited functionality linkedin.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.4

Source Tool: Twitter: Overview Topic Description Purpose Limited metrics for Twitter accounts Functionality Twitter Account: # of Followers; # of Followings; # of Tweets Twitter Search: Not automatic; Must proactively use Twitter Grader: Measure power and reach on Twitter Third Party Tweet Deck: Track mentions (Retweets, @ replies) Advantages Free Disadvantages Limited to Twitter twitter.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.5

Source Tool: Twitter Search: Overview Topic Description Purpose Search Twitter postings Functionality Shows all tweets relevant to keyterm Provides real-time news stream Advanced search available Targets keyterms, people, places, and so on Advantages Free; Direct source measurement Disadvantages Limited to Twitter only search.twitter.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.6

Source Tool: Twitter Search: Screenshots Stream of Tweets © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.7

Source Tool: Twitter Search: Screenshots Advanced Search Refine search based on selection of keyterms to include, as well as not to include “Places” searches can be useful when running events © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.8

Source Tool: YouTube: Overview Topic Description Purpose Statistics over user channel and each channel Functionality YouTube Insight Views: Total views; Unique viewers Popularity: Relative popularity; Top videos by % of total views Demographics: Age; Gender; Geographic area Engagement: Total # of ratings; Comments; Favorites Discovery: Breakdown of sources of views for each video Hot Spots: Viewership compared to other same-length videos Advantages Free; Fairly powerful Disadvantages Limited to YouTube youtube.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.13

Aggregator: Socialmention.com: Overview Topic Description Purpose Real-time social media search and analysis tool Functionality User-selected sources: Twitter, Facebook, and so on Strength: Mentions in past 24 hrs / Total possible mentions Sentiment: Positive mentions / Negative mentions Passion: # Authors discussing brand repeatedly Reach: # Unique authors mentioning brand / Total mentions Advantages Free; Fairly powerful Disadvantages Slow; Collects data in real-time socialmention.com © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.14

Aggregator: Socialmention.com: Screenshots Enter search term Select sources © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.15

Aggregator: Socialmention.com: Screenshots Mentions: Many pages; Twitter, Facebook, and so on Scores: -Strength -Sentiment -Passion -Reach © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.16

Aggregator: Socialmention.com: Screenshots #Hashtags: Good for Twitter Sentiment: - Positive - Neutral - Negative Keywords: Good for SEO Sources: Shows breadth of app Top Users: Find Key Influencers © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.17

Professional: Cision & Radian6 Dashboards Topic Description Purpose Comprehensive coverage of social media Functionality Dashboard: Real-time monitoring of social media Console: Highly scalable social web client Integrates with Salesforce.com and Webtrends.com Twitter, YouTube, MySpace, LinkedIn Answers, and more Advantages Comprehensive; Logical layout; Powerful; Market-leading Disadvantages Cision: $595 per topic per month (Radian6 technology) Radian6: $600 per month, based on volume Cision, PR-focused variant of Radian6 © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.22

Cision.com: Screenshots Main Dashboard Page Metrics per user: Following, Followers, Updates, Sentiment Total # of posts # Posts over time “River of News” Posts by source: -Facebook -Twitter -Blogs -Company site © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.23

Cision.com: Screenshots Actions for post - Assign company personnel to follow up - Assign status (reviewed, resolved,...) - Assign priority (low, medium, high) - Classify posting (complaint, sales lead,…) - Add notes (provide detail) - Analyze sentiment (positive, negative) © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.24

Cision.com: Screenshots Set up IM-based alerts © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.25

Cision.com: Screenshots Setting up New Topic Add profile name Add brand tracking Add competitors Add industry, keywords, … © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.26

Cision.com: Screenshots Set up Dashboard Widgets -Basic Widgets -Social Media Metrics -Twitter Analysis -Brand Analysis -Competitive & Industry Intelligence & Analysis -Workflow & Engagement © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.27

Cision.com: Screenshots Basic Widgets: 5 Total Widget #1: River of News Widget #2: Keyword Cloud © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.28

Cision.com: Screenshots Basic Widgets: 5 Total Widget #3: Topic Analysis by Mediatype (blogs, forums, other) Widget #4: Topic Trend © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.29

Cision.com: Screenshots Basic Widgets: 5 Total Widget #5: Influencer © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.30

Cision.com: Screenshots Social Media Metrics: Showing 6 of 12 Total Metric #1: Trend Topic by Media Type Metric #2: Topic by Language © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.31

Cision.com: Screenshots Social Media Metrics: Showing 6 of 12 Total Metric #3: Topic by Region Metric #4: Top Viewed Videos and Images © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.32

Cision.com: Screenshots Social Media Metrics: Showing 6 of 12 Total Metric #5: Topic Sentiment Trends Metric #6: Volume Comparison © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.33

Cision.com: Screenshots Brand Analysis Metrics: Showing 2 of 7 Total Metric #1: My Brand River of News Metric #5: Brand Trends by Sentiment © Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.34