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Social Media Marketing
Social Media Campaign Monitoring, Measurement and ROI
Social media is changing the way businesses; corporations and brands communicate and market their products and services online. Altering the relationships between marketers, businesses, brands and their customers, social media presents new opportunities to engage with customers, to build deeper relationships and brand awareness, to enhance loyalty and to increase web traffic, sales and leads.
Businesses and online marketers who get involved with social media marketing campaigns need to be able to monitor and measure the impact of their social media activities and content on their brand visibility, website traffic, website conversions, sales and overall ROI. The ROI is an important metric, not only for measuring whether or not the campaign has any impact on sales or lead generation, direct or indirect, but also for securing ongoing budgets for social media campaigns.
Buzz monitoring and measurement reports, are currently the primary methods for analyzing the online buzz, brand visibility, user engagement, inbound links and web site traffic a social media campaign generates. To come up with the data required to execute a complete in-depth analysis of the performance of a social media campaign brands, businesses and online marketers need tools that give them instant access to all social media conversations that are taking place on micro-blogging services, blogs to social networks, online forums, video sharing sites and other online media sources. They need to have the tools to analyze and understand social media conversations and web site analytics. We’ll be taking a quick look at two mid-range social media campaign monitoring and measurement tools, Sysomos MAP and Radian6, to see how they measure up with our description of the ideal tool for social media monitoring and measurement.
Online Buzz and Conversion Monitoring
The ideal social media monitoring and measurement tool allows customers not only to measure, monitor, and understand online buzz and conversations, but also measure brand visibility and web site traffic.
Online buzz and conversion monitoring need not only track what people are saying about a product or brand, but also who is doing the talking, especially key influencers, what the key conversations, major themes and issues are, when conversations are occurring, and the how intense these conversations may be. The ability to identify sentiment and tone in conversations and whether they are positive, negative or neutral is also an important feature. Together, they give businesses and marketers the tools and insight they need to determine the impact of a social media marketing campaign on their business.
Web Analytics Data
Another important component of successfully monitoring and measuring a social media campaign is the capture and integration of web analytics information. By combining social media metrics and web analytic referrer data, marketers will be able to determine not only what content is generating conversations and buzz across the web, but also what social media content is generating website traffic, inbound links and conversions.
Success Metrics
There are a few things to consider when establishing a system for campaign monitoring and ROI measurement of social media campaigns. First, the KPI (key performance indicator) or success metric needs to be established. For instance, what do we want to monitor and/or measure? Corporate reputation, conversations, customer relationships, inbound links and web site traffic are all examples of valuable data helpful to establishing a KPI.
One of the major benefits of online marketing is the relative ease in which information can be gathered and put to use. Businesses and online marketers can get good, accurate insight information from website analysis tools about the behavior of people that visited the website, and there are many free and low cost tools available that can perform simple reputation monitoring tasks. They do not include the more sophisticated listening capabilities required for effective social media campaign monitoring and measurement. The ideal tool for social media campaign monitoring and measurement, however, needs to do more than these simple tasks: The tool must be a listening platform that focuses primarily on listening and analyzing conversations. This tool must also cover automated sentiment detection, key influencer tracking, social media monitoring and web analytics to measure web traffic generated by a social media campaign.
Social Media Campaign Monitoring and Measurement Tools
Social media marketing is about generating conversations online, and in many ways that means giving up some control over the message and brand to the public. How can businesses and online marketers generate the statistical information they need when conversations are happening on social media networks, forums and blogs across the web? Luckily, there are comprehensive listening tools on the market that can assist businesses and online marketers with analyzing and gathering information on what people are saying about a business or brand in various online social media channels.
Introducing Sysomos MAP and Radian6
Both Sysomos MAP and Radian6 are gathering key conversational information across the web by crawling blogs, forums, social networks, micro-blogging services and other social media outlets in real-time. Users can drill down into the information databases using keywords, and by targeting different geographic areas and languages. Both systems boast real time results, bringing users the latest conversations within minutes. Tracking conversations accurately and in real-time on Twitter is, of course, a priority for both tools.
All archived and indexed information is used to track down and present information about influencers across the various social media channels while letting the user know what people are saying about businesses, brands and individuals. Tracking and mapping out trends are important, too, and users will be able to see at a glance when the most buzz was occurring, and then drill down further to see what the specific conversations were at that time.
Radian6. Radian6 is targeted toward users who are regularly dealing with tracking and engaging in conversations online. They allow users to customize the desktop with a number of widgets that track various metrics and conversations in real time. Users can also set up email alerts for constant updates for different segments that they can create. The alerts and segments are all customizable. Radian6 allows users to assign sentiment (positive or negative) to certain blogs, users, and conversations. The “assignments” will then be used to better gauge sentiment in the future. Radion6 also allows users to link up with a Twitter account so that they can respond to conversations immediately from within the Radian6 dashboard. Radian6 integrates with web analytics data from WebTrends.
Sysomos MAP
The Sysomos MAP system is a very comprehensive tool that boasts a multi-terrabyte database going back to 2006. The interface is divided into different categories that users can browse through once they have set up their search criteria. The display is very slick and allows users to display data in a variety of different charts, maps and graphs. These can all be exported into a number of different formats that make for great looking reports. The data is called up quickly and easily from the index by editing the keywords and targeting settings. Sentiment is determined by MAP on the fly and is displayed in various gauges.
While both tools perform many of the same functions, they’re suited for different applications. Radian6 is perfect for consistent tracking of conversations about a brand online, and allows users to easily interact with and react to those conversations. Radian6 also supports integration of web analytics data from WebTrends, but not from Google Analytics, for complete ROI analysis. Sysomos MAP is a very polished product that allows you to easily report and display the buzz about your business online.
There are dozens of other products on the market that monitor and measure conversation and generate web analytics data. The key to figuring out which tools are right for you is to first determine what you are trying to measure and what your needs are in regard to your social media marketing campaign. Once you've done that, you should be able to find a program that will perfectly meet your needs.
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Speaking Engagements
128 Business Expo
Friday, October 9th, 2009, 12:00 - 1:30 PM
Westin Waltham-Boston Hotel
70 Third Avenue
Waltham, MA
"Using Twitter and Blogging for Business"
Past Presentations
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
"Online Visibility and Advertising for Local Businesses"
Presenter: Louise Rijk
Click here to learn more.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
"Using Social Media to Connect with Prospects and Customers"
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
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Copyright © 1996-2009. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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