3. Mirror, Mirror: The Social Media
Reality Check
Social Media can provide an inspiring (and sometimes painful) picture of real
world consumer perceptions. Did the customers you targeted in your last
campaign really hear your marketing messages? Did they understand them?
Are your competitors really who you think they are? And why do customers love
(or hate) your product, anyway? Learn how to use free and paid social media
intelligence tools that provide real time social media intelligence to calibrate
marketing programs and improve customer connections.
21. Various Social Media Discovery/ Analysis Apps
Free Stuff
Klout*
Twitalyzer
Facebook Insights
Social Mention
Google Alerts
LinkedIn
WordCloud
Google Alerts
Compete*
*Paid Versions
Paid Stuff
Lithium Social Media Monitoring
(Scout Labs)
Sysomos
Radian6
Techrigy/ SM2
Crimson Hexagon
22. Icerocket
Brands Eye
Effyis
Collective Intellect
Backtype
Technorati
Pidgin Technologies
Facebook
Social Mention
Now Metrix
Monitter
Spiral16
Linkfluence
New Media Strategies
JD Power
Sysomos
Crimson Hexagon
Visible Measures
Bivings Group
CustomScoop
Betaworks
TweetBeep
Attentio
Raven
Who's Talkin
Hubspot
Collecta
Sensidea
Conversition
Biz360 Inc.
Synthesio
YackTrack
Brandwatch
Sports Media Challenge
Crowd Favorite
e-CBD
Echometrix
BuzzNumbers
CustomScoop
Overtone
DNA13
CoTweet
Xerocity Design Group
Flaptor
Frank Westphal
OneRiot
Inuda Innovations
The Search Monitor
Twitter Analyzer
Converseon
PR Newswire
Cision
Emerge Technology Group
Viralheat
RepuMetrix
Samepoint
Glam Media
Buzzient
BuzzLogic
Dow Jones
eCairn
Attensity
Vocus, Inc.
Digimind
MyFrontSteps
Onalytica
Market Sentinel
Reputation Defender
ReputationHQ
Macranet
Moreover Technologies
uberVU
Inifinimedia
Networked Insights
StreamWall
Cierzo Development S.L
Infegy
BuzzStream
Web Analytics Demystified
iMooty
SocialMetrix
Expert System
White Noise Inc.
Nielsen
Medimix
Mindlab Solutions GmbH
Klout
MediaMiser
Iterasi
ListenLogic
mReplay
TipTop Technologies
TraceBuzz
ThoughtBuzz
JamIQ
SWIX
Ascent Labs, Inc.
MediaBadger
Insttant
Tweetlytics
Overdrive Interactive
Statsit
Asterisq
Kaleidico
Bantam Networks
Tinval Sistemes S.L.
Clipit News
Social Agency Inc
Looxii
RightNow
Syncapse Corp
Cymfony
Whitevector
Integrasco AS
Topsy Labs
New Music Labs BV
JitterJam
Techrigy
BuzzGain
Landau Media
PeopleBrowsr
Buzzcapture B.V.
Patch6 AB
Noteca
Simpleweb Ltd.
Socialware
New Communication
Cyveillance
Revinate
BrandMetric
Jive Software
Loudpixel
Cognita AG
Social Report
Sprinklr
Brandtology
Sprout Social
Other Apps / Analysis Tools
23. Metrics
• # Video Views
• % YouTube Favorites
• % YouTube channel subscribers
• % YouTube Video Plays
• # of YouTube Channel Comments
• # of YouTube video reviews
• # slideshare views
• # delicious bookmarks
• # diggs
• # of Blog Mentions
• # of Forum mentions
• # of Facebook mentions
• # of Twitter mentions
• # @mentions
• # of reviews mentions
• # of comments
• Positive : Negative Mentions for any channel
• # Twitter followers
• Twitter Follower-Rate
• # reviews
• # stars in reviews
• Thread size
• Unique contributors
• Unique commenters
• # Facebook fan pages
• # Facebook fans
• Facebook Fan Rate
• Facebook Likes
• Email Open Rate
• Email Click Rate
• Email Forward rate
• Email opt-out rate
• # of Email subscribers
• # of SMS subscribers
• Clicks/ CTR
• Impressions
• Traffic
• Reach
• Registration
• Opt-in
• Page views
• Visit/session length (% site visits > 60 secs)
• Click path analysis
• Eye tracking studies
• #/% Downloads
• Changes in SERP results/ rankings
• Earned/ Owned traffic
• Inbound links
Inconsistency between the values you claim and the values you exhibit
How do you guard against hypocrisy?
Put the customer first
Nordstrom- service
Kohl’s- value
Nook- titles
AT&T- coverage
Nordstrom- service
Kohl’s- value
Nook- titles
AT&T- coverage
Nordstrom- service
Kohl’s- value
Nook- titles
AT&T- coverage
Comcast
Kindle
Citi
Kohl’s
PigglyWiggly
Local Drycleaner/ Yelp review that’s great
Netflix: You’re going to need some quantitative help sorting through it all
Here’s a coke brand with almost no mentions: tea
You don’t need a vendor
You need to remember to stop and do a 360 look
Is that toilet paper stuck to my shoe?
I wonder what my hair looks like in back?
Do these pants make me look fat?
Is that thinning on top?
It’s not just the content you are finding it’s the interpretation
Metrics are about the scaling up of insight
I wish that…..
Apple
Zappos
Netflix- cancel cable
Whole Foods- soy, yogurt, oatmeal
Whole foods
kindle
netflix
Is social media success a XYZ or an effect?
Both. Experience with the product is in part our experience through the community
Delicate dance of expectation setting
Also evidence of the experiences of others
Is social media success a XYZ or an effect?
Both. Experience with the product is in part our experience through the community
Delicate dance of expectation setting
Also evidence of the experiences of others
