Showing posts with label Marketing-Measurement. Show all posts
Showing posts with label Marketing-Measurement. Show all posts

4.8.09

social-media monitoring tools

13 Essential Social-Media 'Listening Tools'
by Clay McDaniel
Published on May 19, 2009

You're a marketer who's hip to the idea of social media: You have a blog for your company or client, you know Facebook inside and out, and you can Tweet with the best of them. So you've got the communicating part down pat.

But the big question is, Are you listening? If you have customers, chances are they're talking about you to their friends, to their coworkers, and to anyone else who will listen.

Here are some of the top tools for listening to and monitoring the online chatter about your brand:

Free Apps

1. Google Alerts

Google Alerts is the steady rock in the sometimes white-water world of monitoring. You can easily target keywords that are important to your brand and receive streaming or batched reports—choose your own adventure.

2. Technorati

Billing itself as "the leading blog search engine," Technorati has been helping bloggers and those with their fingers on the blog pulse stay informed for years.

3. Jodange

Tracking your brand or a product is one thing, but turning that tracking into a measure of consumer sentiment about your brand or product is something completely different. For that, Jodange has TOM (Top of Mind), which tracks consumer sentiment about your brand or product across the Web.

4. Trendrr

Want to know how your brand or product is trending compared with others? Trendrr uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality.

5. Lexicon

What are people talking about on Facebook? Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms.

6. Monitter

Everyone is talking about Twitter, but what are people talking about on Twitter? Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere.

7. Tweetburner

In the world of Twitter, URL shortening is the Obi-Wan (it's your only hope) for effectively connecting with the public. Tweetburner also lets you track the clicks on those magically shortened links, giving you some hard numbers.

8. Twendz

Public relations shop Waggener Edstrom recently launched its Twitter-monitoring tool, Twendz. The tool piggybacks off Twitter Search to monitor and provide user sentiment for the real-time Twitterstream—70 tweets at a time.

Paid Apps

9. TruCast

TruCast by Visible Technologies provides in-depth, keyword-based monitoring of the social Web with an emphasis on blogs and forums. Its dashboard applications provide visual representations of sentiment and trends for your brands online.

10. and 11. Radian6 and Cision

Radian6 pulls information from the social Web, and analyzes and provides consumer sentiment ratings for your brand. When paired with CisionPoint from Cision, the evolved Bacon's of today, Radian6's dashboard can provide a wealth of information.

12. Techrigy

Techrigy's SM2 is a social-media monitoring and analysis solution for PR and marketing folks. With a focus on complete analysis and comparison, the SM2 experience draws information from all major social-media channels.

13. Collective Intellect

Collective Intellect (CI) is a real-time intelligence platform, based on advanced artificial intelligence. Its solution provides automatic categorization of conversations based on CI’s proprietary filtering technology. According to CI, its technologies provide credible groupings and reduce the "noise" seen in other keyword-based searches.

* * *

Listening and making sense of how your brand lives on the Web is only part of the equation. How you use that information to interact with the public is the next step.

Clay McDaniel is principal and cofounder of social-media marketing agency Spring Creek Group (www.springcreekgroup.com).

    28.4.09

    How to measure visitor engagement

    Part 1: session-based indices

    Click-Depth Index (Ci)
    is the percent of sessions having more than “n” page views divided by all sessions.
    Recency Index (Ri)
    is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index.
    Duration Index (Di)
    is the percent of sessions longer than “n” minutes divided by all sessions.
    Brand Index (Bi)
    is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below)
    Feedback Index (Fi)
    is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below)
    Interaction Index (Ii)
    is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below)
    Part 2: binary weighting factors based on visitor behavior

    Loyalty Index (Li)
    is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″)
    Subscription Index (Si)
    is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)
    You take the value of each of the component indices, sum them, and then divide by “8″ (the total number of indices) to get a very clean value between “0″ and “1″ that is easily converted to a percentage.
    Given sufficient robust technology, you can then segment against the calculated value, build super-useful KPIs like “percent highly-engaged visitors” and add the engagement metric to the reports you’re already running.
    Engagement: is an estimate of the degree and depth of visitor interaction on the site against a clearly defined set of goals.
    "engagement = attention * emotion"

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