Socialmedia analytics
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This presentation is about how to use inexpensive and free tools, to monitor and measure your brands social media. Social media measurement can seam almost impossible, but it just needs to be broken down into bite sized chunks of information.
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Socialmedia analytics
- 1. Social Media Analytics made “Simples”
- 2. Moo.com Example business
- 3. Moo.com Social Brand
- 5. Monitoring buzz about a product or service
- 6. “ What the hell is buzz?”
- 7. Buzz =
- 8. Buzz =
- 9. How?
- 10. Be in Control use alerts
- 17. “ Why should I listen?”
- 22. How?
- 31. Estimating brand awareness and share of voice
- 32. “ But people know my brand”
- 38. How?
- 43. Tracking traffic clicks to a landing page
- 44. “ I need more sales not chit chat”
- 48. How?
- 56. How?
- 58. “ Any Questions see the chick at the front”
Notas do Editor
- Hello my name is Claire Stokoe and as you can see I’m a scruffy web geek who works as a freelance social media engineer, and I work on a few of the campaigns managed by Silverbean who if you don’t know are a digital agency based here in Newcastle. My background is in web management and for the last 4 years I have worked solidly in social media for agencies in Brighton and London and missed the NorthEast so came back up here to spend a bit of time with you lot and start my own business What I am going to talk to you about is kind of like the holy grail as far as new media is concerned, because social is such a new medium it has been heavy criticism for lack of structure and lack of tracking techniques, and the evil ROI that always raises it’s head. And I think that this is because social media is lumped together with search engine optimization techniques whereby shopping carts and ad-words accounts can show actual stats of what visitors bought, how much and what the cash return on investment that pay per click campaign was or how much that weeks traffic cost them. So I want to come clean and say that social media is not SEO, and I should know because I have spent the last four years working alongside some of the UK’s tops SEO’s who don’t get it and have been shouted down so many times for saying “it not all about the links” too many times to mention. And this is a swear word to an SEO. So.. What I’m going to cover is a breakdown of very cheap and free ways of tracking and monitoring social media traffic, I’m going to explain what this weird buzz thing, how to use google tools to get updates on what people are saying and basically just how you as a business owner, marketing manager or someone who just has a interest can activity track and listen to what is being discussed online about a service, brand, product or individual. Now before I start, has anyone got a phobia of meercats? Hope not coz my slides are full of them…
- So for these examples we are going to use a company I love called Moo, anyone heard of Moo? Well, they make business cards and seriously promote them using new media … which was kind of a bold thing to do when new media was generally using online means like Twiter and LinkedIn to meet and exchange business details with people. So what Moo did, was create such a buzz (and we are going to talk about buzz) around it’s new mini cards… ((pass out mini cards)) and I’ll pass these around that they became more of a status symbol. I remember seeing my first moo card when someone I really admired held out this pack of photograph covered slim cards and asked me to pick one, and it was this picture of these guys spinning hats on their heads and he told me this who story about meeting these guys in brazil and they did this amasing trick to make money.. Bla bla.. And that night I went online and uploaded my own photo’s and made a set of mini cards. And when these things arrived, it was in this cool box and as I opened it I went “yey” and there was a sticker on the bottom of the envelope that said “Yey!” so that was it I have been hooked eversince. Sooooo … moo.com
- They are not very big, very well known in the new media communities and photography communities online like Flickr, where they have their biggest following, they have account called overheardatmoo, where employees post things that they have overheard from other employees and they have around 9,000 fans on Facebook also. And these are just the authorise branded accounts, there are countless other fan’s of Moo that have set-up groups and made youtube videos etc
- So what I have actually done is to break this presentation down into sections to make it easier to digest, now if at the end you want to ask me any questions about these tools please do and remember also that you can use all of these tools at once it is not just one size fits all, it is really what works best for you. So we are going to cover How to monitor buzz, and I’ll explain buzz to you How listen to customers and fans online How to check who is mentioning your brand and where? And finally we are going to look at old faithful Google analytics and see how to track mini campaigns hosted on your website
- Monitoring buzz.. And this can be buzz about a product, service, employee, district you live in, favorite colour.. anything
- But firstly “what is buzz” and I know you are now thinking “christ she was not kidding about the meercats”
- Lets look at some buzz created around Moo products, We can see in the black here someone is asking if there are any “companies similar to Moo.com?” so this is obviously a price issues with this guy… then we see a who list of tweets about moo, people saying “I have been wanting something like this for a long time, thank you Moo” and someone thanking another Twitter user for recommending her to use Moo.
- Here we can see a blog post someone has written about moo, someone on twitter very happy because her moo cards have arrived and yes she is using the “Yay” word and someone telling us how to decorate our netbook using Moo stickers on YouTube. So this is Buzz, basically it is conversations online in any media, so if it is someone on a video saying how crap they thought your service was, someone blogging about how great your products are or someone desperate to get in contact with your helpline which is busy on Twitter.. This is all buzz
- But how do we track all of these conversations? Because it is likely if you are a medium sized business there will be hundreds of conversations about you online The simple way to do this is to have it all delivered to you, using a tool called Google reader, it is a free tool but you will need to sign up for a Gmail that’s a google mail account to get it.
- So first thing you should do, is set-up some Google alerts, these then automatically search for a specified key phrase of your choosing and email you what they find, based on that keyword. So as you can see I have chosen the term “moo stickers” the type means that I want everything they find, I want it sent to be every day but this can be by the hour if you are running a two day campaign and I have added my email as to where it should be sent. This ties the search into my email account.
- But I don’t want to get bombarded with emails from Google, so I click on the edit button and change the alert from email to RSS in Google reader, this means that all of these results will not be sent to my email but will be delivered to my aggregator Google Reader
- And this is how it looks, you can see the two alerts I set-up under subscriptions. And you can see that the alerts and shown in the bigger window, this means that you can log in to your reader everyday or every few days and see what alerts you have and who is discussing that keyword.
- But what about Twitter and other places people chat about your product, well to import a twitterfeed you go to twitter search and search for you specific topic, in this case I have searched for “moo business cards” and then you click ‘feed for this query’ and this is then automatically added to your reader subscription list
- You can also use blog search engines like this one from Icerocket and again search and hit the RSS results link to import this into your reader
- So you can see all the searches are now in the reader, so we can track what conversations are happening about a certain product on not only Google, but twitter, across forums, in Google buzz and we can see who is blogging and commenting about the products. This is also a great way of getting blog ideas, you can see what people are passionate about and respond to it.
- Now we are going to talk about about listening, very similar to what we have been doing.. But this is less about the mentions and more about the people behind it
- Well listening is something that companies do very badly, still… it lets you know who your buyer are, who likes your product and why where they live, how old they are, where they hang out… it is vital information when considering marketing to these people.
- This is an example of a company not listening, this video of Domino Pizza employees messing around with the pizza’s before they serve them to customers had already had a few 200,000 views before the company twigged and had it removed. But in that time the brand had suffered some serious damage, even though those involved said it was just a joke .. Comments across the web showed that people had begun to question what was actually in their dominos pizza.
- Honda thought it was ready to release their pride and joy the upcoming Crosstour in it’s own facebook page, but when the community started filling the wall with negative comments… instead of coming clean and asking for their opinion, Honda product planning manager when onto the page and started added favorable comments, he was soon found out and the matter just got worse. Then Honda began to stop all the negative comments and only allow the small amount of positive comments to show on the wall. I have to ask why they don’t listen to their Honda fans, they are simply expressing an opinion and should be listened too
- This is what is called messing with the wrong people, there are some people of whom I know many who could potentially cost companies a lot of money if they wanted too, just by utilizing their fan base against them. Michael Arrington of huge techblog Tech Crunch was having issues with his comcast web connection, comcast are a internet supplier and so after getting no joy from their help desk hit twitter to vent his anger. Within 20 mins of Michael telling his 12,000 tech savvy followers how upset he was did Comcast get back to him and help him sort out his issue. Comcast now monitor all the social networks to keep onto top of any potential PR disasters in the hope of turning them into a positive word of mouth opportunity.
- I love this story, it just gets better and better. Has anyone heard of the Guitargate as it is being called by United airlines?? Well really quickly.. A guy called dave carroll was flying with United airlines, looked out of the plane window and saw the baggage handlers throwing around what looked like this guitar case. When he arrived at his destination he found that his guitar was damaged and he asked the customer service for compensation. They were rude to him and so Dave went away and made a catchy little son called “United breaks guitars” which got around 3.6 million hits on YouTube. And due the the bad press sent United socks plummeting… so the damage to Daves guitar which would have cost them around $700 finally cost the Airline $180 million dollars. They finally backed down only after Dave made his 3rd video and offered him over $3,000 in compensation which Dave gave to a musical charity. So why should you listen to customers? Because you never know how handy they are with a guitar that’s why!!!
- So lets look at how we can get to know our fans, existing customers and potential customers This is SM2 as you see an Alterian product, this is only the free version I am showing you, so it only allows me to store 1000 results at any time, which isn’t an awful lot
- So here is the demographics for Moo business cards Mostly Females of between 25 and 49 and a good amount of influential people here … If you look at the popularity chart, it has a good amount of 10 ranking influencers which means that they have a popular blog, lots of followers, they are popular The product is not popular with younger people which makes sense and knowing the age range of the Flickr communities these stats are not a surprize to me
- We can then look further into who these people are and actually click onto the name links and read their blogs, tweets etc We can also see who mentions the moo products the most
- Here we can see if anyone is saying anything negative about Moo and apart from the odd one or two, it is all pretty positive
- Here we can see which domain mention Moo more often, as you can see Flickr.com is at the top and then we social networks LinkedIn and identi.ca .. But the rest are just peoples personal blogs
- Now the reason you have to look into any negative mentions on tools like this, is that the algorithm written to classify negative and positive is typically based around keywords.. If we look at the second comment that is showing what the tool calls a negative and angry response actually says “ I really hated parting with my cards” put the tool took the word hate and considered this to be negative.. Which it would.. So you have to still do a few manual checks in these automated tools
- You can manually change this by going to positive negative brand references page and giving the comment the thumbs up
- This map shows us where people are discussing Moo cards and how much, now this is only for 1 month
- This is also a handy addition to the tool in that it sends you an email update to prompt you, if any new results come in.
- So lets look a Brand awareness, now I’m not a PR person so I don’t know the ins and outs of branding a product.. But it is vital that you make all sorts of communities aware of your brand
- There are millions of long tail Communities out there who Do not know about your brand, WHY? Because they are not facebook or YouTube or Twitter… they are tiny and niche and have been waiting for the products that you sell or services you offer forever
- Can anyone tell me what all of these icons stand for? LinkedIn - Twitter - RSS - facebook - Delicious - Flickr - Digg - friendsfeed and SU Now all of these icons look kind of similar here.. But the people that use these communities are vastly different…
- Digg is a news bookmarking community, the game of Digg is to get your story either marked as popular or the Golden Egg is getting it onto the FrontPage. Now back in the good old days of Digg a homepage position would send so much traffic streaming to your website that it would typically kill your server, these days we are talking about 6,000 maybe 10,000 visitors. Digg is not a community for everyone, it is ran by an obsessive bunch of geeks who are very much like the guy from Die hard 4 who lives in his mums basement and they hate marketing people. Moo has friends on Digg, why.. Because they reach out to these communities and they get involved. They don’t waste time thinking “this isn’t gonna make me money” they just do it.. And it pays off because they got a popular FrontPage and around 30,000 people hitting the minicards page
- They have a serious community on Flickr and promote peoples photographs on their own blog, this is awesome as a lot of these people are artists who need the exposure. They even link back to these peoples cards on Flickr.. Basically endorsing these people… these strangers who love moo products. They don’t have to do this, but if they did not… would they be as successful?
- They have created a slideshow showing how Moo products can be used and posted it onto slideshare, this is another community and by doing this they got almost 2000 views and people have actually embedded the slides on blogs. Another great thing about slideshare is that it transcribes every bit of text from the slides and puts it below the slideshow, this is picked up by Google and is great for SEO.. If liked that sort of thing
- Now here is the creative audience, the YouTubers … and this is something that people do a lot called unboxing. It is how it says, a product arrives and they video themselves opening it up, they allow strangers to watch their glee or disappointment to the products. You see them staring in wonder at the tiny card holders, flicking through the sticker books and turning the cards over and over, a look of a toddler at Xmas playing on their adult faces. So why should we monitor mentions of our brand? Because you need to make sure you are tapping into the right audience for you and you don’t know until you try.
- Ok.. Now we are going to look at tracking individual products and services… with a little tool called UberVU .. It costs about $19 a month and works in a similar way as SM2
- What I like about Ubervu is that you can see what is happening related to a particular product in a snap shot, so here we can hover the little colored lines and see that twitter conversations are up concerning out product or that Facebook mentions are down. We can also see the actual tweets and comments made about the products below We can see how many conversations have happened the last month and of these what was the sentiment - good or bad
- In this full report we can easily see the distribution - we can see that people are twitter are discussing moo business cards more so than on youtube or facebook. This gives us an idea of where we need to be focusing our efforts
- If we look at this product comparison we can see that mentions of moo business cards are down overall but the positive responses are up
- Here is another graph showing the product comparison - and here we can really see the dominance that one product has over another
- Now we are going to look at traffic hitting your website directly from the social networks.
- Yes most social traffic is indirect, people will join the communities and blog about your business but might only visit your website once in a while to purchase. This is why keeping them happy when they do arrive is vital. Give them things to do, create what PR people call the social object.. Something tasty that people have to visit your site for..
- This might be in the form of a competition, this is a competition run my Moo.. Where they challenged the first person the photography the new minicard box would win a free pack of minicards and free shipping. They stuck to their word and congratulated the winner on facebook and posted their name and a link to the winning image on their website
- This was another contest with a slightly viral edge - Moo ran a easter egg hunt across the web for people to find easter eggs hidden on other websites. They worked in connection with sites like picnic, etsy and blurb and sent out easter eggs to people who found the eggs and let them know. They also put eggs in peoples deliverers wishing them happy easter. Hands up who would like to get free chocolate with a delivery.. Well meeee So this sort of activity adheres customers to the brand and makes them come back for more
- They make money off vouchers and freebies exciting.. And always tie them into a community… rewarding those in the community for being a part of it but offering LinkedIn members free business cards, Free 10 pack of minicards to flickr pro members and 50 free business card samples to anyone
- But how do Moo know how much traffic these kinds of activities are sending them? Well one way is most likely analytics..
- Google analytics added the advanced segments feature some time last year and I think for such an incredible tool it is highly underrated. You open Google analytics as normal .. Then click on advanced segments and click create new custom segment
- Then you choose traffic source form the drop down list and drag the green source box up to where is says source there and drop it.. Then you choose matches regular expression and then you need to add the tracking code. This tells analytics where the traffic is coming from
- And this is the code… you might be able to pick out a few sites like twitter , digg at the top there, url shorteners like bitly and blog feed tools like feedburner
- Once these are added and you create segment, you can then go back to the normal dashboard and run a search, this is only showing web traffic at the moment, including social media traffic
- By clicking on segments at the top of the screen you can choose to break this up into web traffic and social media traffic
- So that it looks more like this. Now this traffic will be direct traffic from twitter, facebook, bookmarking site reddit, but you could add blog urls to this and break the segments down to show just twitter traffic and just Flickr traffic.
- You can see here that Google also shows additional stats, such as how many of these are tweets, diggs and delicious.
- I mentioned link shorteners and this is one of the best, this is bitly and it is great if you want to track promotion of a competition or poll or article to a page. It shows you how many people have clicked the link, the conversations and where they came from.
- This is just an example from one of my blogs for a controversial post I wrote .. You can see it had 979 clicks, 93 tweets, 110 comments and 13 shares on facebook.