Digital Analytics and Listening Tools
0 likes2,951 views
The document emphasizes the importance of digital marketing analytics and social media engagement, highlighting the need for businesses to establish a presence across multiple platforms. It outlines various tools for social media listening and analytics, suggesting a strategy that includes defining objectives, understanding the audience, and utilizing both quantitative and qualitative data. Additionally, it underscores the necessity of regular monitoring and adjusting strategies based on performance metrics.
Digital Analytics and Listening Tools
- 1. A Review of Digital Marketing Analytics and Listening Tools
- 2. #1 We need to be on social media! T H O U G H T S
- 3. #2 We need to be on Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest, Snapchat, have a blog… T H O U G H T S
- 4. #3 We need to post our latest products, our services, our news, our website updates, our new hires, AND our awards. T H O U G H T S
- 5. #4 We are on Twitter so let’s use their analytics. T H O U G H T S
- 6. #5 We’re also on Facebook, so in addition, we can use Facebook Insights (and all of the best insights are downloadable). T H O U G H T S
- 7. #6 Well, a lot of people are using Radian6 or Sysomos, so we’ll use those to measure everything else. T H O U G H T S
- 8. #7 Now, let’s start posting and see what happens! T H O U G H T S
- 9. HOLD ON!!! Stop thinking for a second.
- 11. Brand& MessageAudit CurrentPerformance Customer Insight D efine C urrent A udience Marketplace Understanding Competitive Audit Define Marketing Goals Align MGs withBusiness Goals Set SMART Objectives Select KPIs Segm entation and Targeting Positioningand MarketingMix Engagement Strategy Persona Development EmpathyMapping Content Strategy Content/M essage D evelopm ent Define & Develop Assets/Creative Channel Setup Reporting Setup Editorial Calendar ResourceAllocation Process: Regular Reviews Tools: Reporting Qualitative/ QuantitativeData Prioritize Actions SITUATIONAL ANALYSIS WHERE ARE WE NOW? OBJECTIVES WHEREDOWEWANTTO BE? STRATEGY H O W DO W EGETTHERE? TA C TICS & ACTION W H AT DO W E NEEDTOGETTHERE? CO N T R O L HO W W I LL W E M O NITOR THE PERFORMANCE? 1 2 3 5 4
- 12. #1 What are your social media goals? What do you want to accomplish by being on social media? Q U E S T I O N S
- 13. Q U E S T I O N S #2 What do you want your audience to think about your brand? And what do you want them to do?
- 14. Q U E S T I O N S #3 What does your social media audience look like? Where are they talking? What are they talking about? Where are they geographically? Age? Gender? Socioeconomic status?
- 15. #4 Who is already out there talking about you? Promoting you? Trashing you? Q U E S T I O N S
- 16. #5 How do you find reliable sources? Content leaders? Trending topics? Q U E S T I O N S
- 17. Let’s listen and see…
- 18. #1 Select your tool You can’t do your job without it! A C T I O N S T E P S
- 19. A C T I O N S T E P S #1a Determine your tool parameters What are you looking to do? Do you want to listen to the landscape? Do you need to understand topics of conversations, find influencers, test hashtags? Do you want to analyze your own channels? Do you need to report engagement and reach?
- 20. Not all tools are created equal!
- 21. LISTENING: Paid Tools 1. Sysomos 2. Radian6 3. Crimson Hexagon 4. NUVI 5. Ubervu (app.Ubervu.com) Free Tools 1. TweetReach 2. Social Mention ANALYTICS: Paid Tools 1. Ubervu (app.Ubervu.com) 2. Cyfe 3. True Social Metrics 4. Fakers App 5. Sysomos Free Tools 1. Facebook Analytics 2. Twitter Analytics 3. HootSuite Analytics T O O L S
- 22. #2 Listening: Determine keywords and phrases A C T I O N S T E P S
- 23. #3 Listening: Collect data based on keyword searches A C T I O N S T E P S
- 24. #4 Listening: Reevaluate search terms A C T I O N S T E P S
- 25. #5 Listening: Collect MORE data! A C T I O N S T E P S
- 26. #6 Listening: Evaluate quantitative metrics Where are people talking? Who is talking? Where are they located? What’s the overall sentiment? A C T I O N S T E P S
- 27. #7 Listening: Evaluate qualitative metrics Human Analysis: What are people talking about? Are the results relevant? How can we add value? Who should we partner with? Is the sentiment correct? A C T I O N S T E P S
- 28. BOOM! A social listening strategy is born.
- 29. Boolean Search Terms: Thanksgiving Turkey “Thanksgiving Turkey” vs “Thanksgiving” AND “Turkey”
- 30. Listening Examples: Thanksgiving Turkey 10/27/16 – 11/26/16
- 31. Crimson Hexagon
- 32. Sysomos
- 33. Tweet Reach
- 34. #2 Analytics: Determine measurements needed Activity, Awareness, Engagement, Influence A C T I O N S T E P S
- 35. #3 Analytics: Understand what data exists on what tool A C T I O N S T E P S
- 36. #4 Analytics: Evaluate quantitative metrics How many posts/tweets are being published? Who is following? Unfollowing? How is growth? Who is engaging? A C T I O N S T E P S
- 37. #5 Analytics: Create metrics calculations How many posts/tweets are being published? Who is following? Unfollowing? How is growth? Who is engaging? A C T I O N S T E P S
- 42. HootSuite: @multipleinc / @cuspconference
- 44. HootSuite: @multipleinc / @cuspconference
- 47. Sysomos: Comparison @CDCTravel vs @CDC_Cancer
- 49. Complex Boolean Search Terms HIT + HCQ
- 50. HIT + HCQ: ("Meaningful Use" OR "Clinical Decision Support" OR "CDS" OR "Care Transitions" OR "Workflow" OR "Medication management system" OR "MMS" OR "e-prescribing" OR "m-visit" OR "m-Health" OR "EHR" OR "EHRs" OR "EMR" OR "Telemetry" OR "Remote Monitoring" OR “Care Coordination” OR “Whole Patient Planned Care” OR “Whole Patient Care” OR “Patient-Centered Care” OR "Patient Centered Care" OR “Medical Home” OR “Accountable Care Organization” OR “Accountable Care Organizations” OR “Regional Extension Center” OR “Regional Extension Centers” OR “RECs” OR “Quality Improvement Organizations” OR “Quality Improvement Organization” OR "Quality Indicators" OR "Quality Improvement" OR "Quality Measurement" OR "Physician Quality Reporting Initiative" OR "Physician Quality Reporting System" OR "Quality Reporting" OR "Registry Reporting" OR “Health Data Exchange” OR “Data Sharing” OR “Electronic Health Record Exchange” OR “Secure health data exchange” OR "Common Formats" OR "Standardized Reporting" OR "Patient Safety Event Reporting" OR "Patient Safety Reporting" OR "Near Miss Reporting" OR "Adverse Event Reporting") AND ("Health care IT" OR "healthcare IT" OR "Health IT" OR "healthit" OR "Health Information Technology") C O M P L E X B O O L E A N T E R M S
- 51. Take-Aways
- 52. Remember This Listening Provides: 1. Understanding of social media space 2. Analysis of potential relationships 3. Analysis of target audiences 4. Conversation topics 5. Guidance for the entire strategy T A K E - A W A Y S
- 53. Remember This Analytics Provide: 1. Understanding of social media platforms 2. Analysis of growth 3. Analysis of engagement with curated content 4. Conversation topics 5. Guidance for the entire strategy T A K E - A W A Y S
- 54. T A K E - A W A Y S Remember This 2 More Things: 1. The tool is only effective if you use it 2. Quantitative/Qualitative Analysis is a MUST
- 55. To Find Out More About Us www.multipleinc.com Atlanta // 678.691.2705