Michael Procopio introduces us the social media monitoring so that we can uncover what's happening when we more than likely blindly launch a social media marketing campaign.

1. INTRO TO SOCIAL MEDIA MONITORING
HOW TO FIND OUT WHAT'S WORKING
See an updated presentation at
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MICHAEL PROCOPIO
@MichaelProcopio
mjp@Mprocopio.com
LinkedIn.com/in/MichaelProcopio
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3. THANK YOU
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QUESTIONS?
Michael Procopio
@MichaelProcopio
mjp@Mprocopio.com
#MCSF #SMmon

4. It All Starts with
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5. Some Possible Goals
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7. Impressions
represent the gross number of items that could
have been seen by all people, including
repeats. The term “displayed” applies across
channels, browsers, devices, and other
methods by which an individual might see an
item.
Example:
Twitter followers + Retweet followers + blog views +
LinkedIn followers + Google+ followers etc.
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8. Reach
represents the total number of unique people
who had an opportunity to see an ITEM or a
valid reproduction of that ITEM across any
digital media.
Example:
1/ = Twitter followers + Retweet followers + blog
views + LinkedIn followers + Google+ followers etc.
2/ = Deduplicate (if I follow you and I follow a
retweeter count as 1 not 2)
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9. Engagement
is defined as some action beyond exposure and
implies an interaction between two or more
parties. Social media engagement is an action
that typically occurs in response to content on
an owned channel – i.e. when someone
engages with you.
Example:
@MichaelProcopio can I have your slides?
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10. Conversation
is defined as some form of online or offline
discussion by customers, citizens, stakeholders,
influencers or other third parties. Social media
conversation includes online discussion about your
organization, brand or relevant issues, whether via
your channel or third party channels – i.e. when
someone talks about you.
Example:
Fred writes on David’s FB wall “have you looked at
the new Ford?”
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11. Online Influencers
Key criteria:
• Frequency. How often are they writing about topic
• Relevance, i.e. are they writing about topics that are
relevant and interesting to your stakeholders, are
they producing content that is interesting to them.
• Resonance – do stakeholders find the content
interesting enough to forward, share, like or
retweet?
• Trust – do people actually trust the information that
those influencers are putting out there
Source: http://kdpaine.blogs.com/kdpaines_pr_m/2012/06/measurement-of-influence-may-be-even-more-
misunderstood-than-engagement.html
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12. Consideration (mine)
User clicks
on link to get 3rd party
to your site syndication
to specific
content
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13. Leads (mine)
User clicks
on link AND 3rd party
syndication
COMPLETES
lead form
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14. ROI
• $$ Returned on $$ Invested
• Fully burdened rate
• $125K
• $40
• 2567%
• http://bit.ly/csmny-roi
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15. Measure what you can act on
Page views for total community
Message posts on a single forum board per week
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16. Match you metrics to goals and company
User group meeting before/after
Share of Conversation
Company Company
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17. 2 Weeks before Event 22-28 May (chart = 7
days Sun-Sat)
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18. 1 Week before Event (chart = 7 days Sun-Sat)
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19. Week of Event (chart = 7 days Sun-Sat)
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20. 1 Week after Event (chart = 7 days Sun-Sat)
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21. 2 weeks after Event19-25 June (chart = 7 days Sun-Sat)
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22. Facebook Insights (people talking
about page)
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23. Facebook
Insights
(posts by
reach) –
what’s
working
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24. Facebook
Insights
(posts by
engaged
users) –
what’s
working
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25. Facebook
Insights
(posts by
virality) –
what’s
working
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26. Twitter following over time
Total Followers Month/month
May Jun Percent change
3500
9,237 9,551 3.40%
3000
2500
HP_AppSecurity
HPBI
2000 HPITOps
HPNNMi
1500 HPSoftware
HPsoftwareALM
HPSoftwareMEMA
1000
HPsoftwareNL
HPSWU
500
0
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27. Software Twitter (ending Dec 15) 2010
Tool: HootSuite
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28. Twitter
Tool: HootSuite
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29. Twitter – what’s working
2. HPITOps: Executives estimate that IT delivery will be 18% via public cloud and 28%
by private cloud by 2015. http://bit.ly/aMhQIF
3. Link to: http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/McDonalds-
Database-Compromise-3rd-Party-Lessons/ba-p/15807
4. HP ALM: Executives estimate that IT delivery will be 18% via public cloud and 28% by private cloud
by 2015. http://bit.ly/aMhQIF
5. HP EIS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP
Cloud news. http://bit.ly/borgLM
6. http://h30501.www3.hp.com/t5/Following-the-White-Rabbit-A/The-War-of-
Whistleblowers-WikiLeaks-vs-Jester/ba-p/13785
7. HP ITOps: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP Cloud
news. http://bit.ly/borgLM
9. HP SaaS: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP
Cloud news. http://bit.ly/borgLM
10. HP ALM: Read #GroundedInTheCloud blog to keep up with all the latest Around the HP
Cloud news. http://bit.ly/borgLM
Tool: HootSuite
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30. Event Twitter
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31. SlideShare Top 20 Slides
Presentation Views
Email Facebook
Views Tweets Favorites Comments Downloads
Shares Shares
199
slideshows 46,078 283 41 45 14 2 3,323
total
HP Quality
Center
integration:
2,156 8 0 1 0 0 49
l...
Tips and
tricks for HP 1,915 19 2 2 1 0 82
Operation...
Using HP
Quality
Center
1,417 15 0 0 0 0 52
workflow...
HP Network
Node
Manager i 9.0
706 2 1 0 0 0 39
de...
08 Business
Service
Automation
566 0 0 0 0 0 25
C...
Best
practices for
managing
561 5 0 0 0 0 36
your...
Successfully
leveraging HP 542 2 0 0 0 0 34
Quali...
Backup and
recovery for 535 1 1 0 0 0 28
virtuali...
03 hp
cloud_service 516 0 1 0 0 0 91
s This work by MProcopio.com is licensed under a Creative
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VMware ESX
environments
499 1 0 2 0 0 19

32. LinkedIn following over time
3500
Members Month/month
May Jun Percent change
18,295 18,857 3.07%
3000
2500
2000
1500
1000
500
0
2010-10 2011-01 2011-02 2011-03 2011-04 2011-05 2011-06 2011-07
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33. LinkedIn – What’s Working
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34. Referring Domains
12.3% Wikipedia
14.7% Other
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35. Wikipedia Articles
2,000,000
Views grew 8%
1,896,830
1,900,000
1,800,000
1,749,587
1,700,000
1,600,000
Q1 Q2
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36. Experiment: Social Syndication
169% higher average page views to blog posts that
are socially syndicated
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37. Resources
http://bit.ly/cspenn-measure
http://bit.ly/kdpaine-measure
KDPaine's PR Measurement Blog
kdpaine.blogs.com
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38. More resources
http://www.smmstandards.org/
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39. THANK YOU
#MCSF #SMMON
I’ll post an updated presentation at
http://slideshare.net/MichaelProcopio
MICHAEL PROCOPIO
@MichaelProcopio
mjp@Mprocopio.com
LinkedIn.com/in/MichaelProcopio
#MCSF #SMmon