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There are companies that talk about becoming a social enterprise. Then there are those that invest in it. Dell’s investment has resulted in multiple patent applications for technologies designed to be used just internally. The tool—Social Net Advocacy (SNA)—was on display last month at Dell World 2012 in Austin.... It’s simple to click through layers of data (topics, media providers, authors, and posts) to find out what people are saying about products, components, stages of the customer journey (for both commercial and consumer customers), and business functions. Each category and subcategory includes a breakdown of sentiment—positive, negative and neutral, along with the number of posts devoted to that topic and the change in SNA over the past week....
Efforts to promote social profiles, pages, sharing and engagement are meaningless unless they support a path to conversion and help the bottom line. Here’s how Google Analytics Social Reports can help easily quantify your social media endeavors.
Via Pekka Puhakka
Today’s consumers expect more from corporations and institutions in the way of value and quality communications. Consumers have been empowered to conjugate, collaborate, co-create and contribute media to the national dialog about anything, anyone and everything. Suppliers are wrestling to both use and understand this new two way communications channel called social media. Stuck in the mindset of managing tangible things brands are now trying to measure the results of social media’s intangible evidence of value. The intangible results that social media can achieve are the cause of an effect (result) rather than the effect itself....
These are just a few of the intangible elements being emphasized in the Social Era. These elements are causing a shift from measurement of tangible results to measurement of intangible results. Intangible results are about understanding and measuring intangible capital to effect tangible results....
The CEO of Muck Rack recently listed four reasons the PR industry gets no respect. ...But, here’s the thing: I’m not so numbers driven I don’t recognize the need for the more, shall we say, light metrics. It is very difficult to measure brand awareness and the effectiveness of traditional PR. Because of that, we have to find ways to measure our efforts in ways that are meaningful to the executives paying us. I’ve broken down the types of things you can measure by light (brand awareness) and data-driven (business objectives). This is long. My apology…hopefully you can just cherry pick what makes most sense for your planning.... [Gini Dietrich writes about the PR measurement challenge ~ Jeff]
To measure your blog’s success, start by setting your blog’s goals and determining which metrics are most effective to track your progress against these objectives. This holds whether your blog is B2C, B2B, not-for-profit (NFP), or solorpreneur. Most blog goals fall into one of nine major categories outlined below. To help you get your blog metrics on course, here are 65 options organized by goal to get your blog’s tracking going.... [Very useful tips for measuring blog success ~ Jeff]
Just-released research by KDPaine & Partners shows most social media comments or posts on controversial topics are from bots, paid posters, or the uninterested. Most of what you think you know about social media buzz is wrong -- because most... of the conversation that you think is happening is not really there. Most posts on controversial topics are fake, or paid for, or they are from people who just aren't very interested. The social media buzz that we're all so hyped on? A awful lot of it is not conversation at all, but a figment of unqualified data. (It is, of course, difficult to generalize from just one study, and these results may be specific to controversial topics.) [Provocative report makes good reading for social media, PR and content pros ~ Jeff]
Check out NetBase.com's “real-time mood meter,” with dials that deliver up-to-the-minute voter sentiment on the upcoming election.. It's an example of a content strategy that brings new meaning to metrics. When you land at NetBase.com, the online home of a company that sells serious software to major enterprises, a comic book character greets you — NetBase calls him “Captain Insight,” a super hero of “social intelligence.” The masked man has the super power needed to unlock the customer’s mind. When you’re done with the Marvel-style sequence, you can click into some of the usual content you’d expect to find on a software company’s website. However, between now and election day, you’re more likely to point your cursor at a more mysterious element —a gauge marked “Obama.” You’ll then discover a “real-time mood meter,” a dashboard of sorts with dials that deliver up-to-the-minute voter sentiment on the upcoming election. Indicators display the sentiment of Twitter users who, in the previous 10 minutes, have expressed opinions on the four presidential and vice-presidential candidates. Have a look:...
In a recent survey of over 1,000 marketing professionals, Econsultancy set out to assess the current state of content marketing strategy and how marketers are attempting to measure their results. We have put together the infographic below based on some of the survey's key findings to create a clearer picture of where marketers are performing well and where they need to improve.... [Useful overview of social media measurement ~ Jeff]
Via sandrinea, Jesús Hernández, Martin (Marty) Smith
The vast majority of Americans say they followed coverage of the first presidential debate between Mitt Romney and Barack Obama, including 56% who followed the debate live. Most of these real-time viewers watched on television, but 11% of live debate watchers were “dual screeners,” following coverage on a computer or mobile device at the same time as following television coverage. Another 3% say they followed the debate live exclusively online. The post-debate survey by the Pew Research Center for the People & the Press, conducted Oct. 4-7 among 1,006 adults, finds younger Americans are especially likely to be “dual-screeners,” following the debate live on both television and a computer or mobile device. Overall, 32% of those younger than 40 say they followed the debate live online, including 22% who followed it both on television and online, and 10% who followed exclusively on a computer or mobile device.... [Demographics and trends are interesting in this study ~ Jeff]
Convince & Convert sponsor and provider of social media sign-on technology Janrain has put together some research on user behavior around online web forms and registration pages. Have you considered the value that registration forms are creating (or taking away) from your website? Here’s what they found.... [Excellent social media tips for better visitor website sign up & retention ~ Jeff]
The most common problem I’ve come across in social media is what I’ll call ‘fragmentation’. It’s the attempt by marketers to use as many platforms as possible in an effort to reach a potential audience. What generally occurs is a fragmentation of attention and resources away from what suits the company best – and whatever ‘strategy’ was in place consequently falls flat because it lacks focus. This post is a five step guide to approaching a multi-platform social media strategy. Hopefully you'll be even more resistant to tech press hype and clearer on how to integrate your social media platforms by the end of it.... [This is a must-read post and five strategies to stop social media fragmentation by James Carson ~ Jeff]
I can’t be the only one to notice this…infographics, “viral” videos, Like and Retweet campaigns, they all seem to be trying a bit too hard lately. For example, most infographics I see today are no more than visual press releases with graphical elements tied to information…and then more information…but wait, then more information. If this was just about visualizing scrolls of information, then anyone using free infographic generating tools and a list of interesting data points could make pinteresting graphics. The key is to think less about the packaging and more about the story you want to tell. But even more importantly, it’s time to put the social in social media and craft the story you want people to talk about and share.
It’s not every day that I focus on social media tactics. However, I’m sharing this post to address a growing concern among social media and digital strategists and those to whom they report as to why their content performs at lackluster levels. Much of what we see in our news feeds and social streams is adequate but not yet representative of what’s possible. However, if creative professionals and brands overall do not understand what it takes to make content or campaigns engaging, optimism and support for experimentation fades and as such, budgets dwindle.
Rebecca Lieb, my colleague at Altimeter Group, tracks digital advertising and media. Along with Jeremiah Owyang, they published a new report on the integration of Paid, Earned, and Owned Media. She shared with me the importance of not only shareability, but also integration into an overall content strategy, “A common content marketing misapprehension is that it equals social media. Content production is tactical. Its desired result, good content, must be informed with strategies and goals related to customer experience, journeys, sharability and its correlation and integration with both paid and earned media.”...
[Shareability, resonance, the importance of storytelling - a must-read from Brian Solis - JD]
My point of view is that new media has engendered new platforms to measure the media, and this has led to a fragmentation of Analytics platforms, with their own readouts, that has made it next to impossible to agree on or maintain meaningful outputs. I also put forward a different idea – that many organizations and key stakeholders need to step up to the plate and try to be the right client for this work, rather than the other way around (asking the vendors to morph their platform readouts to suit client needs, which has a hard time working out).... [Detailed, useful social media analytics presentation shared by Marshall Sponder - JD]
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A straight-forward guide to getting your Google Analytics set up and running. Do you know what's driving leads/sales to your website? Google Analytics can tell you. The trouble is many small businesses struggle to get Google Analytics set up, let alone use it to pull out meaningful data. This easy to follow guide will take you through the set-up process and help you understand how your website's performing....
Via paulo oliveira, Jose H. Flores
Social media has revolutionised the ways in which the game of marketing, advertising and promotion is played. Almost every brand that exists is now roaring out loud on social media. But there is a lot of skepticism over what makes an impact and what goes unheard. To let brands gauge the impact of their efforts and the direction in which they should focus, social media tools were introduced to make managing and analyzing the data that emanated from overflowing conversations easier. Now, with so many tools cluttering the space, it’s an ordeal to decide what might work for you. If you’re just starting out in social media and looking for something to make running and measuring your campaigns a bit easier, here are a few of the most widely used and effective social media management and analytics tools available...
Do the math.... Over my decade working in web marketing, I've spent a ton of time at various marketing conferences, and I've read countless books and blogs about new media. I've noticed a disturbing trend over the past few years in the social media end of the communications world. Much of the advice and strategy I hear boils down to little more than "unicorns and rainbows" superstitions like "engage in the conversation" and "be awesome." Not only has much of the industry ignored hard metrics and dollars-and-cents ROI math; there has actually been a vocal opposition to measurement and accountability. Effective marketers expect to see clear cut, positive ROI for every other channel of online marketing including email, search, and display advertising. But for some reason, many seem to forget about return when it comes to channels like Facebook and Twitter.... [Dan Zarrella even provides a calculator tool. No excuse for not measuring ~ Jeff]
Social media has revolutionised the ways in which the game of marketing, advertising and promotion is played. Almost every brand that exists is now roaring out loud on social media. But there is a lot of skepticism over what makes an impact and what goes unheard. To let brands gauge the impact of their efforts and the direction in which they should focus, social media tools were introduced to make managing and analyzing the data that emanated from overflowing conversations easier.
Now, with so many tools cluttering the space, it’s an ordeal to decide what might work for you. If you’re just starting out in social media and looking for something to make running and measuring your campaigns a bit easier, here are a few of the most widely used and effective social media management and analytics tools available...
[Useful overview of social media tools ~ ]
With so much data swimming around, knowing which metrics to pay attention to can be difficult. Knowing which ones matter to your company and which ones are simply vanity metrics is important if you are to improve your social media efforts... No matter what industry you’re in, data will always play a key part. Data provides certainly and cold, hard facts that can help businesses thrive. It’s no surprise that by their very nature, the Web and social media have sped up the progress of analytic tools, becoming faster and more accurate. It’s why the majority of social media sites offer up their own analytics tools and why there are many so many are looking for real stats to work from.
Yet sometimes having a lot of data at your fingertips can be a hindrance. Our analytics can be filled with so much data that it can be difficult to determine what data is useful. It can be dangerous to take one metric on its own at face value so a combination of different metrics can help paint a picture of how well your social media activity is going.
Type of Metrics
There are a number of different engagement types out there, but here are the ones you should keep in mind when you’re devising a strategy....
[Simply Zesty provides an excellent overview of social media measurement metrics. If you're serious about measuring ROI, this is a must-read. ~ Jeff]
Compared with the rest of Europe, UK PR agencies are least happy with their media monitoring, and are keen to find a comprehensive way to measure social media claims latest research... Social media monitoring is no easy task. The technological and logistical challenges are significant. Kantar Media company Press Index has just published a survey on social media and media monitoring practices in public relations agencies across Europe, and it paints a mixed picture. Clemence de Termont heads up Press Index in the UK. She believes that the results suggests PR agencies may be spending too much time on this task and need to review whether they are getting the most out of their current media monitoring solutions. UK PR agencies are the least confident about monitoring tools. As de Termont explains: “Most of those surveyed believe they have the necessary tools to effectively monitor the media, but In the UK only 53 per cent of respondents share such confidence, reflecting a more advanced and demanding market."... [Interesting look at social media monitoring challenges ~ Jeff]
Discover your true competitors, uncover new uses for your products, enhance your traditional research methods, and more. Over the last few years, social media research has evolved from speculation to practice. But many people still approach social media research without goals in mind. This ultimately leads to failure.
To avoid that problem, here are 12 important opportunities and goals social media research offers... [Some really good suggestions on how social media research can be used ~ Jeff]
Within the social media realm, one would guess that smart professionals will be more accustomed and fluent in using LinkedIn. Well, it could potentially be proven wrong. While LinkedIn is a well-known professional networking tool, a recent survey from psychometric testing company, Onetest, uncovered that people with a higher cognitive ability prefer to use Twitter over LinkedIn.... [WE knew it, right? ;-) Jeff]
These seven factors make the difference between social media strategy success and failure. After working as a marketing consultant for more than a decade, I know how exhilarating it is when a client really executes well on a strategy. Unfortunately, I too often see deeply-embedded cultural baggage weighing down a company’s full potential to succeed. Here are the common elements that make the difference between a strategy document gathering dust on a shelf or becoming a dynamic business driver:... [Mark Schaefer shares ways to measure up in social media ~ Jeff]
Breaking: Facebook Clicks Are Worthless... Well, clicks aren’t completely worthless—but their importance is vastly overstated. That’s the verdict rendered by Facebook’s own Brad Smallwood in a report beamed in from this week’s IAB MIXX Expo—and it’s something of a revelation for those who use data to drive marketing/promotional strategy (aka all of us). But what does it mean? According to Smallwood, all professionals trying to measure the success of Facebook ads or branded content should focus on three things: - Impressions – number of people who see your content
- Reach – size of audience vs. cost of promo efforts
- Frequency – achieving a “sweet spot” balance between over-exposure and under-exposure...
A four-step process for generating useful knowledge from social data. Big data is great. But we should consider that we've actually had more data than we can reasonably use for a while now. Just on the marketing front, it isn't uncommon to see reports overflowing with data and benchmarks drawn from millions of underlying data points covering existing channels like display, email, website, search, and shopper/loyalty — and new data streams such as social and mobile engagement, reviews, comments, ratings, location check-ins and more. In contrast to this abundant data, insights are relatively rare. Insights here are defined as actionable, data-driven findings that create business value. They are entirely different beasts from raw data. Delivering them requires different people, technology, and skills — specifically including deep domain knowledge. And they're hard to build. ...Here's a four-step marketing data-centered process that doesn't stop at the data, but focuses instead on generating insights relevant to specific segments or affinity groups... [Good suggestions for social media measurement from the Harvard Business Review - JD]
Social media managers looking to prove their ROI of what they do, today have a new option for tracking social analytics, thanks to the official public launch of a service called Ohtootay. Crazy name aside, the solution lets companies track their efforts on Facebook, Twitter, Pinterest and elsewhere. But one of its more unique features in this crowded space is something which allows businesses to track their posts all the way through to website conversions, even when the original post didn’t point directly to their e-commerce site.... One of the platform’s standout features is its competitor comparison tool. That is, it can track what your company’s performance looks like versus competitors on Facebook, Twitter, Pinterest, and even the iPhone App Store, Android app store (Google Play) and Facebook’s App Center. “In some senses, Ohtootay is compete.com for social media and mobile apps,” Mark [Otuteye] explains. “And we believe that angels, VCs and social media managers that are armed with this kind of data will be way more effective decision makers than their peers who only navel-gaze at their own data in isolation,” he says.... [Moving beyond the last click with a promising social media measurement tool - JD]
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![How Marketers Are Measuring Content [Infographic] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/l3iJKZ71O5FyzJEw0nVxkDl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Shel Holtz looks at Dell's impressive social media analysis tools...