Tag Archives: Sysomos

Measurement and Monitoring Expanded

5 Mar

MeasureThere are now more reasons than social media to collect online conversation data to analyse. Every section of a PR campaign whether conducted online or offline will  be mentioned on the web some where and at some point. Some people say social media and online conversation monitoring is a phase and will die out eventually when people get tired of the same types of campaign activity. However the social market is always evolving providing new opportunities to make campaigns interesting. The social web is allowing the revitalisation of more traditional campaign tactics such as the PR stunt as Warren Johnson demonstrates in his blog. Johnson claims that now is the perfect time to reintroduce more traditional methods of communication as social media and online conversations provide the perfect platform for success  in measurement.

The excitement of being able to gain bigger insights doesn’t stop at the ability to measure in numbers, there is a new way of deciphering success within communications. K.D. Paine has a view on the progression of media measurement and how the industry needs to redefine it’s valued indicators:

“In the social media environment, the sheer volume of impressions is no longer what really counts. Social media encourages the development of relationships between people and products and/or organizations. And measuring these relationships, often by assessing engagement, is the key to quantifying success in social media.”

This suggests practitioners should be focusing on consumers attitudes and behaviours rather than the number of people reached, a view that can be matched to the evolution in segmenting target audiences. Of course another important factor within modern measurement is examining the influence, for example the difference between a celebrity’s approval in a tweet and the appearance on an unpopular blog. These influencers may not necessarily be famous but will always be some sort of opinion leader or admired individual/organisation, some online tools that are good for measuring influence include:

Klout: This is a free influencer measuring tool that can be used on a personal level or a professional level. For organisations the tool can find top influencers talking about the brand from a selection of social networks including Twitter, LinkedIn and Google+. This is all measured by scoring users of the networks with an influence ranking score.

Kred: This tool is similar to Klout but uses search filters to identify social communities and then within selected communities analyses the social influence on Twitter. The variants examined within Kred to measure at influence level are the ability to inspire others and the reach available to each user assessed by retweets, @replies and new followers. Communities are broken down into specific user groups such as bloggers, tech, publishing etc.

There are different level of measurement established already used in the industry, looking at behaviour and attitude change involve some measurement of conversion. Conversion rates basically look at the number of people transformed from one state to a greater value such as visitors to a site becoming a fan on the Facebook page. Brian Solis‘ book ENGAGE! (2011) examines the different methods of measurement considered when investigating conversion activity (More can be found in the book):

Click-through rates: whereby a user is seen clicking through to a desired site, and completing a desired action resulting in a success in terms of the call to action.

Sentiment conversion: Using online measuring tools the shift in sentiment can be measured, this is a useful conversion rate to monitor as sentiment change can play a large part of strategy and tactics.

Participation and membership: capturing the number of people who become a fan or sign up to be more interactive with an organisation.

Semantic analysis is a new approach to measure online conversation relating to public relations campaigns. Originating from semiotic studies semantics looks deeply into meaning of words and allows practitioners to examine issues or themes surrounding their brand in terms of consumer attitudes. Latent semantic analysis examines words outside of syntax using values of frequency and context in terms of relationships between words to determine meaning and view the attached values to certain subjects, stakeholder groups or news titles. David Phillips explains semantics further on his blog LeverWealth. The concept of semantic analysis is still new to the PR industry and should be adapted for use within the next year or so. For now there are a few good tools that can give impressions on consumers attitudes and behaviours towards products, campaign activity and organisations:

Social Mention: looks at scoring sentiment, likelihood of being mentioned within social media and being part of repeat conversations for individuals, it also examines the range of influence a term has. The top keywords, users, hash tags and sources lists help PRs to distinguish the topics and words consumers associate with a brand or campaign as well as pointing out key influencers.

Twendz: Focuses on Twitter and gives example tweets that relate to the search term, it also illustrates sentiment, gives popular words associated with the topic using WordlCoud and gives a list of subtopics.

Sysomos: Sysomos MAP is a paid tool that applies automated intelligence based on location, key contributors to conversations, time and demographics to produce detailed results. Feedback from Sysomos is easy to understand and is very detailed especially when coming to examine demographics.

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What is Socially Acceptable? A Few Pointers on Conducting a Social Media Audit

16 Jan

It is extremely important in today’s world to understand what your social media is saying about you; how it is representing your organisation or client. If there is not already an efficient monitoring system in place it is a good idea to start using one and to begin by conducting a social media audit. I have had the experience of undertaking an offline branding audit whilst on work experience  a few years ago, this involved searching for inconsistencies in the brand logo internally and around the local area. The logo was being updated, so it was vital to make sure no older versions of the logo were still around, this process was done manually and took a long time to complete although was essential in order to achieve successful branding. However an online presence can be helped with the use of online tools and certain specialist companies who can help make the process quick and [almost] painless.

I have compiled a brief list of things I would start with when conducting a social media audit:

1. Gather all the login information and a list of all sites where you are currently online.

2. Make sure the name of your company is reserved on sites such as Twitter and your domain name (Whois Look Up provide a useful service for this).

3. Make sure all the profile information on each site is complete and up-to-date.

4. Ensure the landing page on each site is the one that is most relevant for your client or organisation.

5. Look at the graphics and style of the sites and certify they are consistent and giving the intended message to consumers.

6. Look at the timings of any content updates made and make sure the content is relevant and posted regularly or as much as is needed to engage the ‘audience’.

7. Measure the success of the site using online or social media monitoring tools such as Google Analytics or Sysomos.

These are all steps that will allow a PR practitioner to gain an overview to any clients online presence and understand what it is that needs (if anything) improving. To get ideas and ensure improvements to social media are made there are a few things that can be done:

What is your social media saying?1. Investigate competitors – look at what they’re doing to make their social media interactive and useful for consumers, make sure the organisation’s/client’s online presence matches the standard and hopefully goes beyond it.

2. Scheduling and planning – look at any big promotions coming up in the next few months and plan online content to support this, it is good to make online and offline communications coherent. Creating a calendar where posts or updates on sites can be planned for a certain date will lighten the workload and the pressure of coming up with content immediately. Tools such as Conversocial can help in the planning process, this tool allows you to schedule an update for a specific time and posts it automatically so you don’t have to do it manually at an inconvenient time.

3. Include more people in the planning process – share the plans with other members of the team or the whole organisation this can be done by setting up a simple Google doc and inviting the relevant people to see planned site updates (this is a good way of keep a client closely involved with the process too). Gain new inspiration by encouraging people to share any new sites they think would be beneficial to appear on, and holding brainstorming sessions to gather fresh content ideas when creativity is running dry.

I hope all these pointers help to illustrate the type of thing that needs to be done when conducting a social media audit. I have come across a few other tools of which appear to be useful for auditing: Woorank, Backtype and Trendrr, please let me know any other good ones you find!

 

Segmenting Demographics: Is Anybody Out There?

6 Dec

Segmenting is a huge part of planning any PR activity, even when a brand has a set desired public things can change depending on the type of campaign and the type of messaging being used. There are many different types of segmentation marketers and PR practitioners use to target the correct publics. A practitioner needs to examine the needs of the potential consumer by undertaking market research and consumer analysis, they also need to consider profiling their publics using different types of descriptors. Here are some examples:

Geographic: This involves choosing an area to target your audience e.g. where in the country, which countries in the world, whether the consumers would be urban or rural in their location.

Demographic: This is basic socio-economic information about the target publics e.g. their age, sex, occupation, income, religion, race etc. Information on different demographics can be found through different methods for example a country’s census results.

Psychographic: This takes into consideration peoples emotions, their personality traits as a group including categorising their lifestyle, social class and attitudes towards certain situations. (More can be found on this type of segmentation from Chandler readings).

 Behavioural targeting: Focusing on how a consumer already interacts with certain brands or products, and how they behave in typical situations when interacting with media or organisations.

These types of segmentation work well when used efficiently, even as ambassadors of the marketing/PR industry we know how annoying it is when we receive totally irrelevant messages through a media we are trying to enjoy. It only portrays more negative connotations than positive ones when organisations become lazy with their segmenting, for instance as a 22  year female I do not really feel it is necessary to receive online messaging promoting a drill from B&Q – but this doesn’t mean it won’t happen!

Choosing a segment depends on more then just the type of brand you are promoting. There are other things to consider when examining the campaign objectives, the campaign could be looking to attract new publics, re-launching, launching a new product, revitalising an old one etc. It is important to know clearly the desired outcomes to ensure the correct people are reached.

With the development of technology there is a new type of segmentation which PR practitioners need to include; the self selecting publics. This type of segment comes as a result of social media, more accessible technology such as online mobile devices and essentially the publics opportunity to voice their opinions more freely and publicly. This gives the consumer more of a chance to show who they are as an idividual online – something organisations and PR people should be taking advantage of. Brian Solis has some interesting views on more modern versions of public segmentation and shares some of them on his blog.  Here’s an infographic posted on the blog to help explain some ‘behaviographics’ by Brian Solis:

The method of reaching publics is changing, with media such as TV or Radio segmenting can be boiled down to traditionalistic segmentation however with online there is a lot more variety in methods (which can still be applied to other platforms). It has become less about the circulation of a media platform and more about the reach and richness of a message. Consumers are faced with so much messaging and have more control over what they listen to that without an appealing, relevant message it would be hard to communicate with anyone at all! Facebook base advertisements on  individuals interests and ‘likes’ and can target their users through a more behaviour based segmentation as well as using tactics such as sponsored stories to gain interest and richness in their messages.

There are some online tools including QuantcastWolfram and Alexa that can aid in decisions about which segments to choose and how to target these segments most efficiently. After researching, planning and actioning the segmentations made in a campaign it is important to consider the measurement of how accurately the desired publics were reached and whether the messages met the original objectives:

*This can be done by looking into the more basic facts such as number of clicks or views, or (on TV) the number of viewers at that particular time.

*There are also tools such as Sysomos which take a more modern approach to demographic analysis and look at influence of a site and their certain users as well as looking specifically at what types of viewers saw the message with information  from their age to occupation available.

*There are also measures on conversion rates i.e. when an action has been achieved after an individual has seen the promotional message.

These are just a few examples of measurement techniques that help a practitioner to prove the accuracy and effectiveness of the targeting achieved; this leads to the final stage of the process…. presenting all this information in a professional and attractive way to the client – more to come on this!