This slide presentations summarizes the importance of social monitoring as well as considerations for selecting the right vendor.

1. Social Measurement --
Considerations & Solution Selection
January 16, 2012

2. Calculating the smROI
requires that you hold
three different
concepts in your mind
at once:
1. Traditional operational
activities and metrics.
2. Social analytics.
3. Business results when
social media is applied.
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3. Steps towards Measurement /ROI success
1. Define marketing objectives & goals.
2. Design marketing strategy.
3. Design tactics.
4. Define KPIs to measure success.
5. Determine the best monitoring
solution(s).
6. Measure outcomes.
7. Convert metrics to business results
(ROI).
8. Review results for lessens learned.

4. Goals should be as quantitative as possible.
Address who, what, when and how much the
marketing/PR program is intended to affect.

5. Undertake holistic
measurement –
Reflective of
traditional and social
media.
Measure changes in awareness among key
stakeholders, comprehension, attitude, and
behavior as much as applicable - and their
effect on business results.

6. 4. Define KPIs (metrics set)
Metrics are reflective of output but plan for an
endgame where you can determine outcomes.
A.k.a., outcomes lead to business results.

7. 4. Define KPIs (metrics set)
Outputs will be quantitative. Examples:
• Downloads,
• Click-through,
• Traditional web stats.
Outcomes will be more qualitative but can be
tied back to quantitative. Examples are shifts
in:
• Awareness, attitudes and behavior related to
purchase,
• Brand equity,
• Corporate reputation.

8. Why is the qualitative so important?
Picture 2 social channels….One has
1,000 members visiting per month and
the other has 50,000.
Which social channel is more valuable?

9. What if I told you each channel had the same
cost structure and…
…the members in the 1,000/mo channel
were highly engaged and generated
$300,000/mo in revenues…
…while the members in the 50,000/mo
channel had low engagement and only
generated $80,000/mo in revenues?

10. 5. Social Monitoring tools
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11. To turn social data into insight for your
brands is an art as well as science.
Insights, intelligence, action and ROI are
the promises of tools, not the
deliverables.
Expert people are needed to turn these
promises into deliverables.

12. 9 Criteria for selecting a social monitoring tool
1. Range of coverage – How good is the solution
at collecting data at your sites of interest. E.g.,
some solutions are great at FB & Twitter but not with blogs
& forums.
2. Availability of historical data - Some tools
have better databases of past data.
3. Ease of use - Social monitoring tools can bring
back a mountain of information, but the data
is only meaningful if the tool is configured
correctly. And some solutions are harder to learn than
others.

13. 9 Criteria for selecting a social monitoring tool
4. CRM Workflow capabilities – Do you need to
direct conversations to different people within
your or your client’s organization?
5. Sentiment – Solutions range from the less
accurate keyword matching (less pricey) to more
accurate Natural Language Processing (more
pricey) which evaluates context.

14. 9 Criteria for selecting a social monitoring tool
6. Frequency of alerts – How often do you need
updates (real-time?). Can you select criteria
needed/wanted for updates?
7. Language – Do you need to cover non-English
languages?
8. Monitoring beyond social media. Some tools
integrate PR & social media monitoring. E.g.,
Sysomos or NM Incite.

15. 9 Criteria for selecting a social monitoring tool
10. Support and training – Some tools are
harder to use than others & will require
training to master. E.g., Radian6.

16. The next 2 slides that follow show ratings of social
monitoring vendors by 5 different organizations.

17. Vendor Kathy Herrmann SocialMedia.biz Fresh Networks TopTenReviews
Radian6 5 1 2 2
Collect Intellect 2 4
Lithium (formerly 3 3 3
ScoutLabs) (Eval before
merger)
Sysomos 1 4 1 1
Attensity360 2 5 4
(Evaluated only
Biz360...before
merger)
Alterian SM2 6 4 5
Crimson Hexagon 7
Autonomy
NM Incite 11
(formerly BuzzMetrics)
Visible Technologies 3 15
Simply Measured 4
SocialMedia.biz = http://www.socialmedia.biz
Fresh Networks = http://www.freshnetworks.com/files/freshnetworks/FINAL%20FreshNetworks%20version_0.pdf
TopTenReviews = http://social-media-monitoring-review.toptenreviews.com/

18. Gartner (July 2011)
At press date for report,
Radian6 had been
acquired by
Salesforce.com.
This includes full
solution set, including
community.

19. Kathy Herrmann
info@kathyherrmann.com
www.kathyherrmann.com
571-236-7929
@KathyHerrmann
+KathyHerrmann
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