Presentation given by Adam Proehl at Pubcon Vegas 2010.

1. Measurements & Tools
Presented by:
Adam Proehl
@adamproehl

2. Topics

3. Monitoring 101
Some Basic Terms
Metric Description / Notes
Mentions Obvious – How many times was your brand
mentioned?
Sentiment Positive? Negative? Neutral?
Share of Voice What % of the overall buzz about your market do
you have?
Influencers Who is important to your industry? Your
customers? Who can influence opinion?
Velocity How fast is the conversation spreading? How is it
picking up steam?
Share metrics How often is content being shared?
Reach How far has this conversation gone? Who’s picked
it up?

4. Social Media Dashboards
Limitations:
• Impossible for any one tool to measure everything
• You’ll ever capture it all
• Manual review constantly needed
• Closed profiles
• Keyword based

5. Web Analytics Similarities
3 Kinds
of
Metrics

6. “Mentions” or “Volume”  Who Cares?
Is it good? Is it bad?
Is it otherwise?

7. Context is everything

8. Without Context, Numbers are Just Numbers
&
Combined:
6 NBA Championships
5 League MVP Awards
14 All Star appearances
10 Scoring titles
9 All Defensive First Team
honors
More than $1 billion in
endorsement deals
=
Mike & Me……..
……And numbers alone can mislead

9. Sentiment: Both Actionable & Interesting
“Love the iphone,
but AT & T
sucks.”
“Successful call
on 3rd
try…. Nice
network AT &
T!”
“The new iphone
is SICK!!!”
Just can be a time
hog to get at:
You need to fill in the blanks………

10. Monitoring: What you really want to know:

11. Monitoring: What you really want to know (con’t)

12. Web Analytics 101
Best Practice:
Metrics that provide actionable insights
Data is useless unless you can do something with it.

13. Your Customers are telling you:
• What they want
• What they like
• What they hate
• You suck
• Why you suck
• How to not suck
• You rock
• Why you rock
• Who they talked to
• Why you’re better
• Why you’re worse
• What their intentions are
You can act in real time
Social Media
Measurements
Ultimate
Actionable Metrics

14. You “Like” Me! You REALLY Like me!
………well, maybe

15. Follow/Like Does Not Equal Engaged

16. “Context of an Action”
“What’s my motivation?”

17. “Like” Motivation
Source: Exact Target Facebook X Factors August 2010
Note: Respondents were asked to check all that apply.

18. The Check In
The coolest, sweetest, hottest trend EVER!!!

19. For 4% of online Americans……
Key Findings:
PEW Internet Study Sep 2010

20. Oh yeah, ROI….
Source: blogs.eloqua.com

21. What?!? Can’t get an ROI?
Not exactly the best way
to win over this guy

22. Overheard at Conferences…
Three Schools of Thought:

23. How about a fourth?
Three Schools of Thought:
4

24. Example: Complimenting & Leveraging Email
Exact Target’s Interactive
Marketing Hub
(www.exacttarget.com)
Flowtown
(www.flowtown.com)

25. “Last Click” Analytics
Branded paid search sure does look good doesn’t it?
…..so does organic (we hope)
…..so does that email

26. Thinking Ahead

27. Cool (and Free) Tools
Visit: http://ow.ly/38h6B
to download this presentation

28. CrowdEye
• Tweets
• Links
• Volume
• Sentiment
• Locations
http://www.crowdeye.com

29. Snip-n-Tag (Firefox Add On)
• Shorten URL (bit.ly, ow.ly,
etc)
• Sign in with bit.ly account to
get click stats
• Make it instantlytrackable in
Google Analytics
• All in one interface from a
Firefox sidebar
Bit.ly/bH9tYH

30. Twitalyzer
• Link up with Analytics
• Free and paid editions
Done as a society?
www.twitalyzer.com

31. BackTweets
• Pro & Limited Free
Edition
• Type in URL to see
who’s sharing links
www.backtweets.com

32. BackType
• Engagement Comparisons Chart
• Audience / Link Metrics
www.backtype.com

33. Heardable
• Scoring Algorithm
• Category & Local
Benchmarks
• Free (for now)
www.heardable.com

34. Twitter Sentiment
• Quick Snapshot
• Accuracy so-so
• Manual Review
• Good Starting Point
http://twittersentiment.appspot.com

35. Hashtags.org
• Track
volume &
trends
• Charts
• List of
Tweets &
Users
www.hashtags.org

36. Mentionmap
• Visual, Interactive tool of mentions
• Networking & Degrees of Separation
http://apps.asterisq.com/mentionmap

37. Open Book
• Searches posts for
keywords
• Check your privacy
settings!
• Great info for a
quick pulse
www.openbook.org

38. Open Facebook Search
www.openfacebooksearch.com
Similar
functionality to
Open Book, only
not as pretty

39. Google Analytics – Tag Facebook
Page
• Give your Facebook page a GA account
profile
• How To:
– Set up a new GA profile
– Paste this line at the top of your FBML code:
<fb:google-analytics uacct="UA-9999999-99" />
Source: www.hongkiat.com

40. Key Takeaways

41. Thank You
Adam Proehl
adam@nordicclick.com
www.nordicclick.com
@adamproehl
To get this presentation immediately:
http://ow.ly/38h6B

42. Appendix
In case you didn’t get enough tools,
here’s a bunch more after this slide.

43. 48ers
• Search & Filter Multiple Networks
http://48ers.com

44. Foller.me
• User Info
• Topics
• Hashtags
• Mentions
• Geography
http://foller.me

45. Kurrently
• Facebook &
Twitter
• Get Stream
www.kurrently.com

46. Who’s Talkin
• Search Multiple platforms
• Narrow/Filter by platform
www.whostalkin.com

47. Website Grader
• How search & social friendly is your site?
www.websitegrader.com

48. Keotag
• Multiple Engines
www.keotag.com

49. TimeTube
• Video Timeline based
on keyword search
http://www.dipity.com/mashups/timetu

50. Twittrratr
• Quick
Snapshot
• Numbers
• Sentiment
Highlighted
http://twitrratr.com

51. Keotag
• Multiple Engines
www.keotag.com

52. Face Pinch
• Topics, people, popular searches
• Annoying Ads
www.facepinch.com

53. Metricly
• Track your metrics in one place
• Pulls in Multiple Sources
• Build Custom Dashboard
http://metricly.com

54. Twilert
• Get Regular email updates on a keyword,
hashtag, or user
www.twilert.com

55. Chatterscope
• Sentiment Analysis
• Benchmarking (time, competitive, geo,
etc.)
www.chatterscope.com

56. ReTweetist
• Tracks Retweets for a user or link
www.retweetist.com

57. It’s Trending
• Top Links being
shared
www.itstrending.com

58. Booshaka!
• Search Keywords
• Featured Topics
http://www.booshaka.com

59. Folowen
Quickly view and interact with a companies
social network
www.folowen.com

60. PRmetrics
• Images
• Videos
• Blogs
• Twitter
• Slideshare
www.prmetrics.com