Monitoring Social Media February 2012 presented by: Donna Hamilton University Communications Ben Hofstetter Office of the Provost Kerry Overstake University Communications Ben Stockwell University Communications Candice Terrell UC Foundation/ Alumni Association

Why Monitor?

Brand Those conversations are happening everywhere and now being shared across the social web. Traditional marketing has changed. Social Media has created new and exciting ways for brands to engage with consumers and build fans. Radian6

Turn social conversations into sales opportunities Use social listening to generate leads by listening to your prospects and customers online. Conversions

Examples ● Super Bowl Command Center  More than 20 people manned the center for 15 hours per day.  Researchers from nearby Ball State University's Center for Media Design will conduct a study of the command center, analyzing its strengths and weaknesses. Michael Holmes, director of the center's Insight & Research Unit, wrote in an that the command center is an example of the "the ubiquity of social media and the absolute necessity for companies, organizations and communities to use these tools to improve their relations with their customer, audiences and citizens."  media-command-center-scores-winning-t media-command-center-scores-winning-t

Examples ● PepsiCo ● PepsiCo has built a Mission Control center for its Gatorade brand, which sole purpose is to analyze and drive conversations about the hydrating beverage on every social platform that matters. PepsiCosocial platform ● Bough [PepsiCo’s head of digital] explains how the Mission Control center separates valuable feedback from the chatter, how educating a targeted audience drives sales, and how all marketing jobs will eventually become social media jobs. ●

Monitoring Tools

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GENDER & AGE LOCATION & LANGUAGE LIKE/UN-LIKE SOURCES TOTAL LIKES

GENDER & AGELOCATION & LANGUAGESHOW? REACH

Alerts

● updates of the latest relevant Google results (Web, news, video, etc.) based on your queries. Alerts

● Using URL Shortening Services to Track Traffic  In social media, using shortened URLs (fewer characters).  More credibility/trust if comes from uc.edu  Use bit.ly service (via to acquire an on.uc.edu  Measure clicks. 

Measurement: ● Posted online July 1. Appeared on research blog July 5. In Office of Research e-newsletter on July 6.

How to Get an on.uc.edu URL ● Request from ● UCIT working on a self-service application. ● Only shorten uc.edu addresses. ● Can only get one shortened URL for each unique URL. ● Adding Google “campaign” tags allows formation of multiple addresses that redirect to the same URL. ● Can measure effectiveness of different media and messages and determine best combinations.

What does Hootsuite do? ● Multiple Networks ● Save your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter simultaneously ● Custom Analytics ● Measure success. Create custom reports, track brand sentiment, monitor # conversations, track follower growth, track shortened URLs ● Team Collaboration ● Upgrade to have multiple contributors without sharing passwords. Assign messages for follow-up and track responses. ● Schedule Messages ● Draft and schedule messages to send at a time your audience is most likely to be online.

Setting up Hootsuite

● Hootsuite Pricing ● Pro - $5.99/month ● Unlimited Social Network Profiles ● Unlimited RSS / Atom Feeds ● 1 Free Report ** ● Google Analytics ● 1 Free Team Member ● Ad Free ● 100 Archived Messsages ● FREE ● Free Quick Reports ● 5 Social Profiles * ● 2 RSS/Atom Feeds ● Ad Supported

● Auto-follow those who follow you ● Vet your new followers, clean out the spammers ● Auto-send DMs to new followers ● Fee: $3.97 bi-weekly for all of your Twitter accounts. ● Automation fee applies even when you have a Professional account. ● Does not give you access to Professional features – separate fees.

● 100 and RTs at a glance

● Friends and Followers On All Your Accounts ● Total Tweets On All Your Accounts (From All Sources) ● People Followed/Unfollowed On All Your Accounts by SocialOomph

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Positive:

Negative:

Unexpected Results?

● ● Graphical Representation of follower increase over time

● Different visualizations, e.g., Status and followers

● Summary of changes in followership, tweets and rank

● Drawbacks: ● Free version lacks data on mentions and retweets ($15/month) ● Data starts when you begin using service – graphs aren’t useful initially

Strategy ● Purpose – is that purpose already being addressed some other way? Is social media relevant to my audience? Will it ● Create conversation ● Create community ● Create conversions (apply, give, become a supporter) ● Audience ● What does your audience care about it? ● How can you engage your audience? ● Number of followers isn’t as important as whether your followers are engaged.

Strategy ● Voice/Tone ● Be thoughtful about being conversational. ● Be casual but not careless. ● Measurement ● What are our goals? ● How/what will we monitor? ● How will we report our progress/successes (reports)?

Resources ● ● Social media contacts ● Icons ● Presentation

Questions?