Tag Archive for 'media strategy'

SES - Social Media Analysis and Tracking

Published
by
Tom Dressler
on August 20, 2008
in Social Media
. 1 Comment

Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening in cyberspace, often in real time. By using buzz-monitoring tools such as Buzzlogic, search professionals can be very effective in finding influencers within online conversations and reaching out to them. As one example of a few that will be presented, learn how Military.com leverages social media and buzz-monitoring tools, together with a solid understanding of business goals, to increase profitability.

Moderator:
Speakers:
Two top level ideas on how to measure Social Media.
  1. Look at your referrer logs and breakout Conversational Media
  2. Look into data or let Google do it via site trends
Idea: Have CMO’s work closely with Web Analyst
Read: Web 2.0: A Strategy Guide
Notes from Rob Key, CEO, Converseon:
  • One of the challenges is what do we do with the data once we have it. Rob indicates that 5 of the top 10 sites online today are Social Media sites. The question is, what are the people talking about and where are the talking about it?
  • He is outlining “How to Design a Social Media Strategy”
    1. Step 1 is to Listen - What is the external tone
    2. Mining the Universe - First Know What You Want To Know
      1. What is the Volume of Conversation?
      2. Who are the Influentials? - You should only be contributing 10% of the time overall
      3. Report on Voices
      4. Report on Relationship Topics
      5. Report on Competitors/Features
      6. Report by Cloud Tags
    3. How to use the data?
      1. An Extension of Customer Service ( Rob sites a BusinessWeek article) & Reputation Mgmt.
      2. Search Results - Engagment Strategy
      3. Listen, Plan, Engage (Graco Case Study is being sited)
    4. Where does this all go?
      1. Trending - We have ___% of positive sentiment and are mapping this conversation trend over time
      2. Social Media Monitoring and Analysis will Flatten
      3. Have a Grand Unified Vision - Sales, Brand Tracking, Conversion Analytics, Traffic & Conversation Monitoring.

Notes from Todd & Breanna who have prepared a case study on Military.com:

  • Site Focus: Connecting Military Population with appropriate communities
  • Goals: Increase awareness and drive traffic
  • Fact: Social Media visitors do convert higher than baseline visitors
  • DoD Buzz
    • Strategy: Isolate the influencers and reach passionate readers of military defense news and information
    • Goal: Increase product awareness to the (new) influencers and their audiences
    • Engaged BuzzLogic
      1. Uncover Conversations utilizing keyword data and break into categories - then cross reference to social media outlets
      2. There was a set of blogs that were very rigorus on topical point
      3. Rank the influencal site based on content
      4. Identify the influencer networks of ad placement - influencer to influencer connection
    • Campaign Overview
      • Create compelling, informative and clear call to action
      • Ran on a cross section of 250 blogs including influencers
      • Results:
        • 86% Higher CTR than historical average
        • Social Media Users Took Action - 5.3% lift in conversion rate overall (RSS feeds and Email Subscriptions)
        • 60% higher new visitors than the site average
        • the SM ads performed an avg. of 6.25% better than the site historical average.
    • Key Observations/Learnings
      • Active conversations about specific topics attract passionate audiences.
      • Social search is different than web search it’s gets you closer to keyword search intent
      • Influencer’s and their network increase ad performance
      • Conversation’s offer a new window on consumer psychology
    • Social Media ia about selecting trust sources and trusting in what they say.
Notes from Edmund:
  • What to track
    • Analyze page views over time - since many forums are optimized for search, engagement is highly visible…forever: SEO continues to offer new visitors over time
    • Track links posted and clicks received by the site (Using match back through Omniture data)
    • Calculation of a Social Media CPM is possible
  • Categorize and analyze discussion topics