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Insights and Social Listening




                         Intersoc
                            ial
The Social Media Return On
  Investment (ROI) Cycle




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Stage 1: Launch
During this stage, 100% of a company’s focus is on launching the Big 4: LinkedIn,
Facebook, Twitter and YouTube. Some companies focus on the Big 4 Plus More, which
include things like Flickr, e-newsletters, blogs, SlideShare and other social media
platforms. But most companies kick things off by quickly getting into the Big 4 simply
as a way to have a social media presence.

The approach during this Launch stage is very executional with very little longterm
planning. The primary objective is simply to get started. Of course, the best way to
start any marketing initiative is to begin with an analysis of your target market’s needs
and how your initiative might meet those needs, but the Social Media Return On
Investment (ROI) Cycle is based on reality, not best practices. In other words, most
companies just jump into social media with very little forethought, even though best
practices would be to do some advanced planning.

Unfortunately, the results of the Stage 1 process are negligible. Oh, sure, you’ll be able
to claim that you’ve “got a social media campaign,” but you won’t really see much
traction unless you move onto Stage 2.



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Stage 2: Management
During this stage, roughly 60% of a company’s efforts are focused on the Big 4 (or the
Big 4 Plus More). About 10% of the focus is on creative (content creation) and offer
development, 20% on tracking quantitative metrics such as traffic, inbound
links, Facebook likes, etc., and about 10% on qualitative metrics such as brand
sentiment, survey results and customer polls.

The approach during the Management stage is still very tactical, but the focus is on
mid-term instead of short-term results, which is good. The objective at this stage is to
engage prospects and customers in some way that gets them to connect with the
brand. Ideally, this would mean buying something, but it can also mean downloading a
white paper, Liking a Facebook page, responding to a survey or any other tangible
evidence that they’re connecting with your brand. The results during the Management
stage are typically a little better than the results during the Launch stage, but they’re
still not as good as they can be. Which brings us to Stage 3: Optimization.



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7
Stage 3: Optimization
Most companies today are still at either Stage 1 or Stage 2. But there are also
companies have started to reach Stage 3. In this stage, about 25% of the focus is on
the Big 4 Plus More and about 30% is evenly split among creative and offer
development, quantitative metrics and qualitative metrics. About 25% of the focus is
on improving conversion and optimization of campaigns. Improving conversion and
optimization means tracking inbound leads and traffic across social media platforms
using Atlas and Dart tracking and watching those leads turn into customers, either on
e-commerce landing pages or through B2B lead generation programs. It also means
testing your way into success with social media campaigns. The final 20% of a
company’s efforts in Stage 3 include measuring the success of your campaign on an
ROI basis. That means you can measure a social media campaign on an ROI basis.

The process involves understanding your Customer Lifetime Value (the total revenue
the average customer generates for your business during the lifetime of their
engagement with you), then using your Customer Lifetime Value (CLV) to compare it to
the results generated by your social media campaign.

                                                                                        8
Measuring Your SME’s Impact:
Monitoring Social Media on the Web




                                     9
To run a general search, type your search term into the search box:




                                                           http://www.socialmention.com
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            5

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2




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1   On the top left corner, notice the table with numbers. These numbers provide
    a rough snapshot of the search results – their popularity and general public
    sentiment about the topic. You can run the mouse over each number for an
    explanation of the metric.




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2   Underneath the table on the left-hand column are other
    metrics presented as bar graphs. These are useful
    summaries of what topics your keyword is associated
    with, who the top users are that are interested in your
    search term, and what sources have the most mentions of
    your keyword. You will also notice a “Top Hashtags”
    section. Hashtags are used to categorize and share
    conversations on Twitter. If you’d like to learn more, see
    our Twitter’s tutorial.

3   Next to each result is a colored dot that represents that
    post’s sentiment, along with an icon that signifies the
    original source of the content. A green dot means the
    content is determined as positive, grey means neutral, and
    red means negative. The sentiment results are 70%
    accurate, based off research on the results, so reference
    them with caution.




                                                                 13
4   Narrowing Your Sources: If you’re interested in seeing a certain type of
    content, Social Mention lets you sort by source. Click on the source you’re
    looking for at the top of the screen.




    Some of the common sources include:
     Microblogs - allow users to write posts up to a certain character limit.
       These updates are posted by users of social networking sites such as
       Facebook and Twitter.
     Blogs - Lengthier posts that include articles, essays, and opinionated
       notes.
     Comments - These are posts by users on forums, blogs, message
       boards, discussion boards, and news comment sections. During testing
       of Social Mention, it does not appear that the “Comments” results are
       comprehensive.      Searching    comments      on    Social  Mention
       does, however, provide a snapshot of what’s being said.



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5   After you have run a search, you can further narrow down results to exclude
    any spam or frequent users posting irrelevant content. For example, if the
    results are not useful because of frequent posts from a user you are not
    interested in, you can choose to not show posts from them.

    To do so, click on the advanced search option next to the search box.
    Then, you can exclude specific users, exclude certain keywords, or specify
    the location of mentions that you are interested in.




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Return to the main page of Social Mention. Suppose you are only interested in
mentions of your search term on Twitter, for example. Enter in your search, then
click on “or select social media sources.” Check the Twitter box, then run your
search.




This method allows you to further narrow down your sources by checking only those
you are interested in. For Twitter-specific searches, it may be useful to search the
hashtags associated with your keyword or topic, to narrow down your results.
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Your Wildfire Account is the central
place to build, edit, and publish all of
      your Wildfire campaigns.




          http://www.wildfireapp.com
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1




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1   After signing in, select the Company Settings tab in the left side of the Dashboard
    to personalize your profile.




                                                            Click on the “Basic Info” tab to set
                                                            your Industry
                                                            type, timezone, website URL, a
                                                            short company’s description and its
                                                            email address. Also you can select a
                                                            picture from your computer that
                                                            will be used as your profile
                                                            picture, for instance the logo of
                                                            your company. When you are
                                                            done, click on “Save”.




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Add the Facebook pages, Twitter usernames and email connections that you want connected to this company.
Please note that, as with the basic information and locations, you will create separate social properties for each
company in your account.
Click the gear icon to go to your company settings, then select “Social Properties.” Social properties are divided
into those that you own or administer ("Your Properties"), and those that you do not own or administer ("Tracked
Properties"). Wildfire analytics will pull information from both the properties you own and properties you do not
own to display analytics.
                                                     To add a property you administer to Your Properties, click
                                                     Add button and follow the on-screen instructions to allow
                                                     permissions and connect your Facebook/Twitter account.




                                                                                            Remove properties by
                 A pop-up window will                                                       clicking "Remove"
                 ask you to authorize                                                       next to the name of
                 Wildfire Suite to use                                                      the property.
                 your (Facebook/
                 Twitter) account.
                 Select Authorize app
                 button to continue.
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2




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What Promotion Format Should You Choose?
Option 1: Sweepstakes Campaigns                                           Option 2: Contest Campaigns
Sweepstakes vs. Contests - what’s the difference?                         What is a user-generated contest?
In a sweepstakes the winners are selected by a random draw;               Entrants submit their original work (e.g.
there is no skill involved in winning a sweepstakes. In a contest         photo, video, essay, recipe, t-shirt design, etc.) and either
the winners are selected either by a jury or audience voting or a         public voting, the company, or a combination of both will
combination of both and the entries are evaluated according to            determine the winner(s). Available contest formats:
the skill of the submission (e.g. a photo contest or a recipe              Video contests
contest).                                                                  Image contests (e.g. photo, logo, design)
Why run a sweepstakes?                                                     Essay contests (e.g. story, recipe, poem, idea)
Sweepstakes are a powerful way to:                                         Multi-media contests (combination of essays, photos
 build your email or mailing list                                           and/or videos)
 increase your fan base on your company social network page              Why run a contest?
 drive traffic to your social network page or website                    Contests are a powerful way to:
 gather survey data (e.g. entrant must complete a brief survey            increase brand awareness
   before entering the sweeps)                                             build a sense of community around your brand
 educate customers (e.g. you can show prospective entrants a              gather customer stories and identify ardent fans
   video and ask them questions about it in your entry form)               increase your fan base on your company Facebook page
 build brand awareness                                                    drive traffic to your Facebook page or website
     Option 3: Coupon/Giveaway Campaigns
     What type of promotions can I distribute?
     You can use our application to distribute coupons, vouchers or give-aways within the social networks and from your website.
     Why distribute coupons/giveaways?
      to encourage sales (e.g. of excess inventory)
      to spread the word about a new product
      to drive traffic to a company’s website
      to generate leads or collect customer data (e.g. by having entrants complete an entry form before accessing their coupon)
      to increase your fan base on your company Facebook page
      to build brand awareness
     How are the coupons redeemed?
      Online: coupon contains a unique code that’s compatible with your online shopping cart
      Offline: recipient can print out coupon and present it in store
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2    Getting Started with Promotions




Once you have chosen the app you would like to use, you will see the
promotion builder interface, which is broken down into tabs that will
allow you to build out your promotion step-by-step. All campaign types
begin with the “Campaign Details” and “Timeline” tabs, and end with the
“Banners” and “Publish” tabs. In-between, certain promotion types have
unique steps.

                                                                          23
Building a Sweepstakes



                          Campaign Details Tab:
                         The campaign details tab is
                         where you’ll enter the specifics
                         about your promotion; including
                         the name of the promotion, a
                         description of any prizes
                         entrants stand to win, and
                         instructions or special
                         conditions that govern how the
                         promotion will run. Next to each
                         entry field is a red question
                         mark that, when mouse is over
                         will give further instruction on
                         filling the template.




                                                            24
Timeline Tab: Filling out the timeline tab is the second step in building any promotion and is where you will be prompted to outline
the length of your campaign. Most promotion timelines are segmented into three general periods: campaign starts, campaign
ends, and campaign offline. The difference between campaign end and campaign offline is that after a campaign is over it can remain
visible in the space it was published until the offline date is reached. The maximum amount of time for this is 90 days. The
significance of each is contextual, depending on the type of promotion. For instance, for a coupon campaign, the timeline consists of
“campaign starts,” “campaign ends,” and “coupon expires.” The overall idea, however, remains consistent. Also, note that time
periods are mutually exclusive. In other words, for a contest promotion, the submission period cannot overlap the voting period.
Time zones can be changed by clicking the red acronyms listed just right of the start/stop times for each period. Finally, keep in mind
a promotion will not appear, even after being published and added to Facebook, until the timeline start date has passed.




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Entry Form Tab: The entry form tab is used for most promotion types, but not all, and is where you will decide what information is
required from users as part of their participation in your promotion. For instance, you might ask that they provide their home
address, phone number, and gender to successfully submit an entry into your promotion. If you are using the standard level of our app or
higher, you will be able to customize your entry form with additional drag-and-drop fields. To make changes to any field that you have
added to your entry form, mouse over and click the red “edit” link. Once you are editing a field, a checkbox will appear that says ‘This
field is required.’ Toggling this box determines whether or not a field will be mandatory.




                                                                                  Video, photo, and essay contest promotions will also
                                                                                  feature three gray “page” buttons running across the
                                                                                  top of the entry form tab in the builder, the middle of
                                                                                  which is titled “Upload Entry.” Here you can edit how
                                                                                  users will submit their media to a contest. Notice that
                                                                                  to the left of the entry form page and under the drag-
                                                                                  and-drop options are two more prompts, “Define
                                                                                  Campaign Eligibility” and “Define URL Re-Direct.”
                                                                                  Define Campaign Eligibility allows you to restrict
                                                                                  certain users from participating in your promotion by
                                                                                  age or geographic location. The location feature can
                                                                                  be as specific as U.S. state. The URL re-direct allows
                                                                                  you to insert a unique URL as the destination to which
                                                                                  users will be forwarded after entering your
                                                                                  promotion. This feature is reserved for the standard
                                                                                  level of all of our apps EXCEPT for the coupon which
                                                                                  does not include a re-direct option.




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Banners Tab
The banners tab is one of the last
steps for building out any
promotion. You will be prompted to
upload up to three
images, depending on the type of
promotion you are building. These
will serve as the graphics for and
define the aesthetic of your
promotion. Dimensions are listed
on the generic banner fields, and
for the header banner, it is
recommended that all critical
information is kept to within the
520 pixel constraint. This ensures
that when the picture resizes from
the tab view of 520 pixels to the
canvas view of 760 pixels in width
on Facebook, it will not appear “cut
off.” Custom header banners are
only unlocked with standard pricing
and above. The regular 250x300
pixel center banner will display
below the header banner on the
promotion and serve as a visual
focal point for the campaign. The
feed banner is the image that will
display alongside news stories and
updates as people share and
interact with your promotion.


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Rules Tab
The rules tab is where you will outline the guidelines for your promotion, specify prize redemption details, as well as underline
your rights and those participating in the promotion. Though thoroughness and transparency are highly advisable, this section
need not be completely exhaustive. Wildfire does not provide legal counsel in-house, and your privacy statement, rules and
disclosure will be up to you.




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Publish Tab
The publish tab is the final step in all promotions. When you click “publish now” next to any of the four campaign channels, you
will be prompted to pay for the promotion with either a PayPal account or directly with a credit/debit card. Publishing in and of
itself does not make your promotion go “live” on Facebook, Twitter or other websites, though it is the first step.




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3




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3       Monitor




Monitor is a juxtaposition tool allowing you to search and compare the Facebook and Twitter presence of different
brands and organizations. Facebook likes, Twitter follows, and Check Ins are all used to measure companies against one
another. Drawing such comparisons is as simple as typing names of interest into the text field, and allowing Monitor to
auto-complete your query.




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Click compare, and track each entity’s trend. To save a drawn comparison, click "save" and it will be filed under "saved
comparisons." Under the same heading, "My Connections" stores all comparisons automatically generated from any social
properties you included under "Settings" in your promotion builder.

Monitor’s comparison tables now include checkboxes next to each social property included in a comparison so that users may
adjust the number of properties viewable in the table. This will allow users to create larger comparisons without the fear of
cluttering the chart with too many properties at one time.
If a name does not auto-complete in Monitor's text fields, this means the social media property in question is not already in the
system, in which case you'll need to copy and paste the URL for a facebook page or twitter user directly into Monitor.
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To view the leader board powered by Monitor, where information about the best performing brands on Twitter and Facebook is
exhibited, you need to be logged out of your Wildfire account. The leader board is open to public viewing and automatically
updates to reflect jostling between brands as their social media performance changes. Facebook properties can be compared
by likes or check ins, and Twitter entities by followers, tweets and following.




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Competitor Engagement Benchmarks for Monitor:
In addition to Like and Check-In comparisons, Monitor users can now view engagement comparisons for Facebook Fan Pages
that they specify. The data is Facebook’s 7-day rolling total of the ‘People Talking About This’ metric (the same number you can
see on everyone’s Facebook page). Monitor users may still view data on a daily or cumulative basis, but may now also view the
comparison chart for any date range going back to January 3, 2012. Note that engagement comparisons are only available to
logged-in users (i.e., this functionality is not available to the general public).

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Engagement Rate Data
Monitor users can also now view "Engagement Rate" data for Facebook Fan Pages that they specify. A Page's Engagement Rate
is calculated by dividing its People Talking About This metric by its total number of Likes. This data may be viewed on a daily or
cumulative basis, and may also view the data for any date range going back to January 3, 2012.




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Why XeeMe?
 Don’t make your friends
  search through hundreds of
  social networks and sites
 Don’t make them guessing if
  you are there or not
 Don’t just “hope” somebody
  will find you through search
 Nothing is more annoying
  then reading a post or
  comment and no way to
  know more about the author
 YOU can do a lot to be more
  approachable and get way
  more connections




          http://xeeme.com
                                 36
XeeMe’s registration form   Register to XeeMe with your Facebook account




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1



    2
        3       4
5


    6




                7




                8

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1
     The What's Up Status Line: It's a status line that is displayed at your XeeMe. Your XeeMe may be seen
     more often than any other status line. It's like a status line on your business card that dynamically
     changes content whenever you change it. Keep it up to date!


2                        Your photo is a key and very unique logo-like personal brand element




3   XeeMe Social Scorecard: You will find three core
    datapoints for each graph in this powerful social
    media benchmark:
    1) The general average value in darker green
    2) Your own achievement in comparison with the
    dark blue bar
    3) The top achiever with the "bullet graph" to the
    very right


     Popularity The number of visits to your XeeMe
     Engagement The number of visits you paid to your contacts from XeeMe
     Connections The number of contacts in your XeeMe (across all networks)

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4
    Presence Completeness:
    --- Your XeeMe Profile ---
    1) Photo - As a courtesy to everybody
    visiting your XeeMe.
    2) Country - Share at least your country with others.
    3) Short Bio - The short bio is on top of your public XeeMe - don't miss it.
    4) Birthday / Gender - Complete your birthday and gender (will never be shown)
    5) Interests - Share your personal and professional interests
    --- Your Social Network Presence ---
    6) Social Networks on XeeMe - Have at least 3 of your social profiles listed
    7) Contacts - Add your contacts. Have at least 25 to start with.
    8) Visits - Share your XeeMe with contacts and grow visits to at least 50
    9) Applications - Install at least FOCUS to manage your engagements.
    10) Company association - Associate your profile with your company
    Each of the 10 aspects account for 10% completeness. Your XeeMe may be the first touchpoint for many
    new contacts, before they visit any of your social media profiles.

5                                                             Your top social presences is a list of all social
                                                              networks that you participate in




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Weekly average social traffic on
                     your XeeMee

                     Total social traffic on your XeeMe
                     since you started

                     You can use 'XeeCreds' (XeeMe
                     credits) for advertising
6
XeeScore - Your Social Presence Value
What means Social Presence Value? The value of your social presence can be determined by the level of
attractiveness. The more people visit your social presence (meaning all your profiles and networks) the higher
its value.
How do we compute the XeeScore? We track all the visits from your XeeMe to your social sites. The more visits
you are getting the higher your score. We track and compute the value daily, taking the last 7 days and the last 4
weeks in consideration.
How can I grow my score? Share your XeeMe URL on every post you do, on every comment, in your email
signature, on your presentations and add it as your primary go to URL on every social media profile. This allows
people to quickly check you out and get in touch on networks they prefer and gives you social connections - and
an increase in score.
What does NOT count? If you visit your sites yourself it does not count. Visitors who just visit your XeeMe but
then go away, gets no score. Your own activities in the social web i.e. Twitter, Facebook etc. does not count (we
are not an activity score).


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7
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Presence Development                                         Network Development
1) Your XeeScore is your key measurement "You can only       1) The larger the base the broader your reach As
manage what you can measure - and what you can               you progress, your XeeMe will be in front of
manage can get done" The XeeScore is the quintessential      people before they chose to visit you on any social
number representing your Social Presence Value. It's a       network. Make it attractive and inviting. Your
key value that is created through visits from others based   photo, your bio, your background data should be all
on its attractivness and your ability to advocate it.        on.
2) Presence Definition Your presence is the sum of all       2) Growth through referrals Grow your network
profiles you setup and maintain in the social web. The       through referrals. Your referral contacts build their
more you share your entire presence, thellllrger your        social presence so you have it easier to find and
nework and the more attractie your content, the higher       connect with them. Each of the referred friends
the social traffic from and to your XeeMe.                   build their own network and help further grow your
3) It's all about PRESENCE VALUE The Presence Value is       own.
determined by a series of factors includin Inbound and       3) Outreach XeeMe has a powerful social
Outbound Social Traffic as well as the Amplification Value   relationship manager. Once you reach a certain
(the differnce betweeninbound and outbound traffic).         level you can install it and bring even more value to
XeeScore is the one number that is important to monitor      your social presence.
presence value.

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Search and follow
people in XeeMe




                    43
XeeScore Report shows the XeeScore over
time on a daily base for the last 30 days




                                            What does it measure? It measures how
                                            attractive your Social Presence is to a visitor of
                                            your XeeMe by tracking all visits FROM your
                                            XeeMe to the social sites you listed as a Key
                                            Performance Indicator (KPIs) in the Social
                                            Presence Value. It’s basically the sum of your
                                            social traffic to your entire presence.
                                            How can you improve? Your most significant
                                            influence is to share your XeeMe as wide as
                                            possible (Approachability). However the
                                            XeeScore is actually created by the visits from
                                            others.




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What does it tell you?
                                                         1) It indicates how many people are
                                                         interested in your social presence
                                                         2) The more people know about your XeeMe
                                                         the higher the visits
                                                         3) Active networker see several thousand
                                                         visits per month
                                                         4) High numbers indicate that you are open
                                                         and approachable to others
                                                         5) Low numbers indicate that you are not
                                                         very interested in engaging with others
                                                         How can you improve?
                                                         1) Share your XeeMe in your email signature
                                                         and on your social network profiles
Profile View Report shows the number of visits to your   2) Sign blog posts or comments always
                                                         with http://XeeMe.com/username
XeeMe. Each time your XeeMe is visited from somebody
                                                         3) Wherever somebody want to get in touch
other than you, we record the visit.                     with you, ensure they find your XeeMe
                                                         4) Keep in touch with other XeeMe users and
                                                         learn how they grow their numbers           45
What does it tell you?
                                         1) It indicates how relevant your various
                                        profiles are to your contacts
                                        2) It gives you a good idea on which networks
                                        you need to be more present
                                        3) You get an idea how important variety and
Social Traffic Report shows how often   network diversity is
visitors on your XeeMe visited the      4) You may want to reposition some of your
respective profiles.                    networks on your XeeMe
                                        5) You may want to expand your overall
                                        presence to other places
                                        How can you improve?
                                        1) Share your XeeMe in your email signature
                                        and on your social network profiles
                                        2) Sign blog posts or comments always
                                        with http://XeeMe.com/username
                                        3) Wherever somebody want to get in touch
                                        with you, ensure they find your XeeMe
                                        4) Keep in touch with other XeeMe users and
                                        learn how they grow their numbers




                                                                                        46
What does it tell you?
                                                                         1) You see which networks and sites are most preferred by
                                                                         your contacts
                                                                         2) It indicates the level of attention you should pay to
                                                                         those networks
                                                                         3) Higher numbers indicate people prefer to look you up
                                                                         on those sites
                                                                         4) Lower numbers indicate that this sites are less
                                                                         frequently visited
                                                                         5) The position of the network on your XeeMe may help
Network Relevance Report shows your 25 most relevant networks. It        direct visits
tells you how relevant the respective networks are based on visits       How can you improve?
                                                                         1) Groups are interesting, make sure your group links are
from your contacts to those social networks. Each time a visitor of
                                                                         in the groups tab
your XeeMe clicks on any of your sites like LinkedIn, Facebook,
                                                                         2) Add all your sites and networks so you get even more
Twitter, Blog, Website etc to visits you there is reported here. NOTE:   detailed reports
This is not 'traffic' TO your XeeMe but the level of engagement FROM     3) Provide a short description of each link
your XeeMe to your actual social network or site.                        4) Keep the list on the first tab to less than 15 entries.
                                                                         5) Share how intense you use networks by setting it on
                                                                         your XeeMe.                                                47
What does it tell you?
                                                                           1) How active you are with your contacts.
                                                                           2) A growing number indicates more activities with
                                                                           your contacts over time
                                                                           3) A declining number indicates your activity with your
                                                                           contacts is declining
                                                                           4) Less than 50,000 per month indicates moderate to
                                                                           low engagement
                                                                           5) Power networker see more than 200,000 points per
                                                                           month
                                                                           How can you improve?
                                                                           1) Visit your contacts more often in the social web
Social Capital Report summarizes all your social engagement                2) Send notes to your contacts from XeeMe. You keep
activities in XeeMe that are related to activities supporting              a record and get points
collaboration, engagement or contribution to your contact ecosystem.       3) Add contacts to Flights and gain with every single
The report counts visits to your contacts, notes you make about them       task completion
                                                                           4) Adding social sites to your clients help you engage
or send them, activities in Flights! and other similar activities. It is
                                                                           on a wider variety of sites
your investment in the relationship building process.                      5) Motivate your contacts to collaborate in XeeMe
                                                                           and strengthen the relationships

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What does it tell you?
                                                                                 1) How much attention you receive from other
                                                                                 XeeMe user
                                                                                 2) The development over time indicates
                                                                                 increase or decrease in engagement
                                                                                 3) Below 50 indicates that nobody in XeeMe is
                                                                                 really engaged with you
                                                                                 4) Over 1,000 per month means, your contacts
                                                                                 are very engaged with you
                                                                                 5) You may want to watch trends over time

Social Attention Report shows you the social attention you receive from other    How can you improve?
XeeMe user as they engage in various ways with you. The number is an             1) Share your XeeMe with your contacts and
accumulation of social capital when people add you to their Flights! view your   you increase the level of attention
profile, send you a message, keep notes about you and so forth. We do not        2) Create Contests with XeeMe/Compete! to
report any details about who is engaging with you and what exactly they do -     increase the level of engagement
but you get a good indication from the meta data we accumulate.                  3) Leverage XeeMe/Braino! for short education
                                                                                 programs to increase attention
                                                                                 4) Invite your contacts to collaborate with you
                                                                                 for instance in Flights!                        49
Personalize your
XeeMe account




                   50
XeeMe Profile Settings




                         51
Make your XeeMe look good


               The 7 most important setup tips:

                Make sure you have your photo up
                Have a short and sweet bio
                Have ALL your social sites on it
                    Add your online groups under
                     “groups”
                    Add your other sites and social
                     tools under “Others”
                Share what’s on top of your mind –
                 and if it is to sell something that’s fine
                 too
                SEO your XeeMe
                Upload your contacts
                Share your XeeMe with your friends




                                                          52
Tip #1 Upload your photo
Your photo is a key and very unique logo-like personal brand element




                                                                         DO!
                                                                       It’s all the same
                                                                            person!



                                                                                           53
Tip #2 A short and sweet bio
 Be professional but personal – short, yet informative
 The XeeMe bio will most likely be your most read bio!
Example:




                                                          54
Tip #3 Complete your social presence

 Give your contacts and the one you like to get the widest choice possible.




                                                                               55
Tip #4 Share what’s on top of your mind

 An ongoing and up to date way to share your most important ideas, concerns
  or business opportunities – and it can be automatically tweeted.




                                                                               56
Tip#5: Adding Google Analytics

                                                  Register for Google Analytics
                                                  Take your Account ID from the cryptic code
                                                   you will see
                                                  Enter the ID into the Google Analytics field
                                                   in your Profile Settings in XeeMe




<script type="text/javascript">
 var _gaq = _gaq || [];
 _gaq.push(['_setAccount', 'UA-XXXXXXXX-X']);
 _gaq.push(['_trackPageview']);
… more code




                                                                                                  57
Tip #6 – Setup your Social Address Book

 Unlike your manually managed old address book – this is a dynamic social
  profile repository – Upload your contacts




                                                                             58
Tip #7 Let your contacts know how to find you
 This is NOT an invitation to get another network
 Just let your friends know where you are – so they can connect




                                                                   59
Best practices summary

 Make sure you have your photo up

 Have a short and sweet bio

 Have ALL your social sites on it

 Share what’s on top of your mind – and if it is to sell
  something that’s fine too

 SEO your XeeMe

 Upload your contacts

 Share your XeeMe with your friends




                                                            60
The ultimate goal – as many visits as possible

 Once you have setup your XeeMe well and you introduced it to your friends, your
  “Profile Completeness” should be > 80%




 Now enter phase II and make sure your XeeMe is everywhere you want to be
  found: On LinkedIn, Twitter, Facebook, Google+, YouTube, Slideshare, Quora, etc.




                                                                                     61
HootSuite is the Social Media Dashboard!

    Rather than being a social
    network, HootSuite allows you to connect
    to multiple social networks from one
1   website.
    HootSuite helps organizations use the
    social web to launch marketing
    campaigns, identify and grow
    audience, and distribute targeted messages
    across multiple channels.

    Using HootSuite’s social media
    dashboard, teams can collaboratively
    schedule updates to
    Twitter, Facebook, Linkedin, Wordpress and
    other social networks via web, desktop or
    mobile platforms plus track campaign
    results and industry trends to rapidly adjust
    tactics.
                       http://hootsuite.com
                                                62
4
                3




        2


            5
    6




                    63
Getting Started with HootSuite
    1



                                                                                 2                           3
                                                                                             Creating tabs and streams allows you to
                                                                                             perform and save advanced searches,
                                                                                             filter for content and manage lists and
                                                                                             followers. From the Getting Started tab
                                                                                             Click Create a New Tab, and then label
                                                                                             tab. Click Add Stream, and then add
                                          You can improve productivity by managing all of
                                                                                             content you can monitor.
                                          your social networks within HootSuite. Click a
                                          social network to add, then click Connect and
                                          type in your credentials.

Type the required information
and click Sign Up Now



        4



                          Composing and sending messages allows you to create custom content for you to share with
                          your selected social networks. Click inside the compose field and type a message, then click
                          to select a social network from the profile picker and click Send Now.

                                                                                                                                       64
5                                                                 6




                                                                      HootSuite is available as an app for your mobile
    The App Directory is a library of third party apps                device
    developed specifically for the HootSuite dashboard. With          (iPhone, iPad, Android and Blackberry), and can
    the app directory you can add                                     be downloaded from your device's app store.
    Flickr, YouTube, Tumblr, MailChimp, HubSpot and many              From the Getting Started tab click Get the
    more apps to your HootSuite dashboard. From the Getting           Mobile App.
    Started tab click Install Apps and click Install App beside
    the app you want to add.




                                                                                                                         65
Creating an organization
An Organization is the highest level entity in HootSuite. It contains all of the social networks, teams, and team
members relevant to that organization. When you create an organization, you automatically become the super
admin for that organization. Super admins can manage all aspects of their organization including adding and
removing team members, adding and removing social networks, creating teams and managing permissions.

Creating an organization allows you to allocate permissions to the team members who take care of your social
networks.
1. Click user profile.
2. Click Create an organization.
3. Complete details.




                                                                                                                    66
Adding social networks to your organizations is essential.
Inviting members to join your organization ensures that you
                                                                 Social networks are what are managed by your team
have the dedicated support you need in managing your
                                                                 members from within your organization. Click Add a Social
social networks. Click Invite a Member and complete details.
                                                                 Network, select social network and click Connect.




                                                                Setting permission levels affects what a member can access
                                                                and the actions they can complete. There are three
                                                                categories for permission levels: organization, team and
   Create and manage teams that oversee your social profiles.   social network. Click on your organization, team or a social
   Click Add a Team and complete details.                       network and select Manage permissions.
                                                                                                                               67
Streams
Streams host your social network content, and is very customizable. In streams you can create tabs and add
more streams, organizing your content as you see fit. You can also view profiles, reply to posts, utilize third-
party app functions (where applicable), and much more.




        LinkedIn
         Profile




                                                                                                                   68
Facebook
 Profile




   Tweeter
    Profile


              69
Analytics
Analytics is the measurement, analysis and reporting of social media data for purposes of understanding and
optimizing HootSuite usage. It is not just a tool for measuring web traffic but can be used as a tool for business
and market research. HootSuite's analytics can also help companies measure the results of various social media
campaigns on Twitter or Facebook. It helps gauge return of investment (R.O.I.), as well as provides data on
traffic and popularity trends which helps market research. Users can access Quick Analytics and Custom
Analytics by clicking the bar graph icon (Analytics button)/ from the launch menu. With Quick Analytics, users
can access Ow.ly Summary Stats, Individual URL statistics, Facebook Insights as well as Google Analytics.
In contrast, Custom Analytics are editable, adjustable, and revisable reports. The data contained in them are
compilable from many sources including Twitter, Google Analytics, Facebook Insights and Ow.ly.
Additionally, you may also supplement the data with textual commentary.




                                                         1
                                                                                             Click to create a new Report




                                                                                                                            70
2

    You can buy HootSuite
    points and choose any
    of the existing
    templates, or you can
    choose the free one




3   Depending on the
    chosen template you
    have to enter the
    appropriate
    parameters




                          71
6
    Depending on the
    chosen template you                      Click to create your Report
    can import as many as
    analytic modules you
    want in your Report




5




You can have more HootSuite Analytics
features if you upgrade to PRO edition



                                         7

                                                                           72
References

•   Axel Schultze, Xee Me How To -- Getting started

•   FEMA, Social Media Monitoring Tools

•   HootSuite, HootSuite Help - Get Started

•   Jamie Turner, Understanding the Social Media ROI Cycle

•   Wildfire, White Label User Guide - Self Service Manual




                                                             73
Insights and social listening

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Insights and social listening

  • 1. Insights and Social Listening Intersoc ial
  • 2. The Social Media Return On Investment (ROI) Cycle 2
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  • 4. Stage 1: Launch During this stage, 100% of a company’s focus is on launching the Big 4: LinkedIn, Facebook, Twitter and YouTube. Some companies focus on the Big 4 Plus More, which include things like Flickr, e-newsletters, blogs, SlideShare and other social media platforms. But most companies kick things off by quickly getting into the Big 4 simply as a way to have a social media presence. The approach during this Launch stage is very executional with very little longterm planning. The primary objective is simply to get started. Of course, the best way to start any marketing initiative is to begin with an analysis of your target market’s needs and how your initiative might meet those needs, but the Social Media Return On Investment (ROI) Cycle is based on reality, not best practices. In other words, most companies just jump into social media with very little forethought, even though best practices would be to do some advanced planning. Unfortunately, the results of the Stage 1 process are negligible. Oh, sure, you’ll be able to claim that you’ve “got a social media campaign,” but you won’t really see much traction unless you move onto Stage 2. 4
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  • 6. Stage 2: Management During this stage, roughly 60% of a company’s efforts are focused on the Big 4 (or the Big 4 Plus More). About 10% of the focus is on creative (content creation) and offer development, 20% on tracking quantitative metrics such as traffic, inbound links, Facebook likes, etc., and about 10% on qualitative metrics such as brand sentiment, survey results and customer polls. The approach during the Management stage is still very tactical, but the focus is on mid-term instead of short-term results, which is good. The objective at this stage is to engage prospects and customers in some way that gets them to connect with the brand. Ideally, this would mean buying something, but it can also mean downloading a white paper, Liking a Facebook page, responding to a survey or any other tangible evidence that they’re connecting with your brand. The results during the Management stage are typically a little better than the results during the Launch stage, but they’re still not as good as they can be. Which brings us to Stage 3: Optimization. 6
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  • 8. Stage 3: Optimization Most companies today are still at either Stage 1 or Stage 2. But there are also companies have started to reach Stage 3. In this stage, about 25% of the focus is on the Big 4 Plus More and about 30% is evenly split among creative and offer development, quantitative metrics and qualitative metrics. About 25% of the focus is on improving conversion and optimization of campaigns. Improving conversion and optimization means tracking inbound leads and traffic across social media platforms using Atlas and Dart tracking and watching those leads turn into customers, either on e-commerce landing pages or through B2B lead generation programs. It also means testing your way into success with social media campaigns. The final 20% of a company’s efforts in Stage 3 include measuring the success of your campaign on an ROI basis. That means you can measure a social media campaign on an ROI basis. The process involves understanding your Customer Lifetime Value (the total revenue the average customer generates for your business during the lifetime of their engagement with you), then using your Customer Lifetime Value (CLV) to compare it to the results generated by your social media campaign. 8
  • 9. Measuring Your SME’s Impact: Monitoring Social Media on the Web 9
  • 10. To run a general search, type your search term into the search box: http://www.socialmention.com 10
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  • 12. 1 On the top left corner, notice the table with numbers. These numbers provide a rough snapshot of the search results – their popularity and general public sentiment about the topic. You can run the mouse over each number for an explanation of the metric. 12
  • 13. 2 Underneath the table on the left-hand column are other metrics presented as bar graphs. These are useful summaries of what topics your keyword is associated with, who the top users are that are interested in your search term, and what sources have the most mentions of your keyword. You will also notice a “Top Hashtags” section. Hashtags are used to categorize and share conversations on Twitter. If you’d like to learn more, see our Twitter’s tutorial. 3 Next to each result is a colored dot that represents that post’s sentiment, along with an icon that signifies the original source of the content. A green dot means the content is determined as positive, grey means neutral, and red means negative. The sentiment results are 70% accurate, based off research on the results, so reference them with caution. 13
  • 14. 4 Narrowing Your Sources: If you’re interested in seeing a certain type of content, Social Mention lets you sort by source. Click on the source you’re looking for at the top of the screen. Some of the common sources include:  Microblogs - allow users to write posts up to a certain character limit. These updates are posted by users of social networking sites such as Facebook and Twitter.  Blogs - Lengthier posts that include articles, essays, and opinionated notes.  Comments - These are posts by users on forums, blogs, message boards, discussion boards, and news comment sections. During testing of Social Mention, it does not appear that the “Comments” results are comprehensive. Searching comments on Social Mention does, however, provide a snapshot of what’s being said. 14
  • 15. 5 After you have run a search, you can further narrow down results to exclude any spam or frequent users posting irrelevant content. For example, if the results are not useful because of frequent posts from a user you are not interested in, you can choose to not show posts from them. To do so, click on the advanced search option next to the search box. Then, you can exclude specific users, exclude certain keywords, or specify the location of mentions that you are interested in. 15
  • 16. Return to the main page of Social Mention. Suppose you are only interested in mentions of your search term on Twitter, for example. Enter in your search, then click on “or select social media sources.” Check the Twitter box, then run your search. This method allows you to further narrow down your sources by checking only those you are interested in. For Twitter-specific searches, it may be useful to search the hashtags associated with your keyword or topic, to narrow down your results. 16
  • 17. Your Wildfire Account is the central place to build, edit, and publish all of your Wildfire campaigns. http://www.wildfireapp.com 17
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  • 19. 1 After signing in, select the Company Settings tab in the left side of the Dashboard to personalize your profile. Click on the “Basic Info” tab to set your Industry type, timezone, website URL, a short company’s description and its email address. Also you can select a picture from your computer that will be used as your profile picture, for instance the logo of your company. When you are done, click on “Save”. 19
  • 20. Add the Facebook pages, Twitter usernames and email connections that you want connected to this company. Please note that, as with the basic information and locations, you will create separate social properties for each company in your account. Click the gear icon to go to your company settings, then select “Social Properties.” Social properties are divided into those that you own or administer ("Your Properties"), and those that you do not own or administer ("Tracked Properties"). Wildfire analytics will pull information from both the properties you own and properties you do not own to display analytics. To add a property you administer to Your Properties, click Add button and follow the on-screen instructions to allow permissions and connect your Facebook/Twitter account. Remove properties by A pop-up window will clicking "Remove" ask you to authorize next to the name of Wildfire Suite to use the property. your (Facebook/ Twitter) account. Select Authorize app button to continue. 20
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  • 22. What Promotion Format Should You Choose? Option 1: Sweepstakes Campaigns Option 2: Contest Campaigns Sweepstakes vs. Contests - what’s the difference? What is a user-generated contest? In a sweepstakes the winners are selected by a random draw; Entrants submit their original work (e.g. there is no skill involved in winning a sweepstakes. In a contest photo, video, essay, recipe, t-shirt design, etc.) and either the winners are selected either by a jury or audience voting or a public voting, the company, or a combination of both will combination of both and the entries are evaluated according to determine the winner(s). Available contest formats: the skill of the submission (e.g. a photo contest or a recipe  Video contests contest).  Image contests (e.g. photo, logo, design) Why run a sweepstakes?  Essay contests (e.g. story, recipe, poem, idea) Sweepstakes are a powerful way to:  Multi-media contests (combination of essays, photos  build your email or mailing list and/or videos)  increase your fan base on your company social network page Why run a contest?  drive traffic to your social network page or website Contests are a powerful way to:  gather survey data (e.g. entrant must complete a brief survey  increase brand awareness before entering the sweeps)  build a sense of community around your brand  educate customers (e.g. you can show prospective entrants a  gather customer stories and identify ardent fans video and ask them questions about it in your entry form)  increase your fan base on your company Facebook page  build brand awareness  drive traffic to your Facebook page or website Option 3: Coupon/Giveaway Campaigns What type of promotions can I distribute? You can use our application to distribute coupons, vouchers or give-aways within the social networks and from your website. Why distribute coupons/giveaways?  to encourage sales (e.g. of excess inventory)  to spread the word about a new product  to drive traffic to a company’s website  to generate leads or collect customer data (e.g. by having entrants complete an entry form before accessing their coupon)  to increase your fan base on your company Facebook page  to build brand awareness How are the coupons redeemed?  Online: coupon contains a unique code that’s compatible with your online shopping cart  Offline: recipient can print out coupon and present it in store 22
  • 23. 2 Getting Started with Promotions Once you have chosen the app you would like to use, you will see the promotion builder interface, which is broken down into tabs that will allow you to build out your promotion step-by-step. All campaign types begin with the “Campaign Details” and “Timeline” tabs, and end with the “Banners” and “Publish” tabs. In-between, certain promotion types have unique steps. 23
  • 24. Building a Sweepstakes Campaign Details Tab: The campaign details tab is where you’ll enter the specifics about your promotion; including the name of the promotion, a description of any prizes entrants stand to win, and instructions or special conditions that govern how the promotion will run. Next to each entry field is a red question mark that, when mouse is over will give further instruction on filling the template. 24
  • 25. Timeline Tab: Filling out the timeline tab is the second step in building any promotion and is where you will be prompted to outline the length of your campaign. Most promotion timelines are segmented into three general periods: campaign starts, campaign ends, and campaign offline. The difference between campaign end and campaign offline is that after a campaign is over it can remain visible in the space it was published until the offline date is reached. The maximum amount of time for this is 90 days. The significance of each is contextual, depending on the type of promotion. For instance, for a coupon campaign, the timeline consists of “campaign starts,” “campaign ends,” and “coupon expires.” The overall idea, however, remains consistent. Also, note that time periods are mutually exclusive. In other words, for a contest promotion, the submission period cannot overlap the voting period. Time zones can be changed by clicking the red acronyms listed just right of the start/stop times for each period. Finally, keep in mind a promotion will not appear, even after being published and added to Facebook, until the timeline start date has passed. 25
  • 26. Entry Form Tab: The entry form tab is used for most promotion types, but not all, and is where you will decide what information is required from users as part of their participation in your promotion. For instance, you might ask that they provide their home address, phone number, and gender to successfully submit an entry into your promotion. If you are using the standard level of our app or higher, you will be able to customize your entry form with additional drag-and-drop fields. To make changes to any field that you have added to your entry form, mouse over and click the red “edit” link. Once you are editing a field, a checkbox will appear that says ‘This field is required.’ Toggling this box determines whether or not a field will be mandatory. Video, photo, and essay contest promotions will also feature three gray “page” buttons running across the top of the entry form tab in the builder, the middle of which is titled “Upload Entry.” Here you can edit how users will submit their media to a contest. Notice that to the left of the entry form page and under the drag- and-drop options are two more prompts, “Define Campaign Eligibility” and “Define URL Re-Direct.” Define Campaign Eligibility allows you to restrict certain users from participating in your promotion by age or geographic location. The location feature can be as specific as U.S. state. The URL re-direct allows you to insert a unique URL as the destination to which users will be forwarded after entering your promotion. This feature is reserved for the standard level of all of our apps EXCEPT for the coupon which does not include a re-direct option. 26
  • 27. Banners Tab The banners tab is one of the last steps for building out any promotion. You will be prompted to upload up to three images, depending on the type of promotion you are building. These will serve as the graphics for and define the aesthetic of your promotion. Dimensions are listed on the generic banner fields, and for the header banner, it is recommended that all critical information is kept to within the 520 pixel constraint. This ensures that when the picture resizes from the tab view of 520 pixels to the canvas view of 760 pixels in width on Facebook, it will not appear “cut off.” Custom header banners are only unlocked with standard pricing and above. The regular 250x300 pixel center banner will display below the header banner on the promotion and serve as a visual focal point for the campaign. The feed banner is the image that will display alongside news stories and updates as people share and interact with your promotion. 27
  • 28. Rules Tab The rules tab is where you will outline the guidelines for your promotion, specify prize redemption details, as well as underline your rights and those participating in the promotion. Though thoroughness and transparency are highly advisable, this section need not be completely exhaustive. Wildfire does not provide legal counsel in-house, and your privacy statement, rules and disclosure will be up to you. 28
  • 29. Publish Tab The publish tab is the final step in all promotions. When you click “publish now” next to any of the four campaign channels, you will be prompted to pay for the promotion with either a PayPal account or directly with a credit/debit card. Publishing in and of itself does not make your promotion go “live” on Facebook, Twitter or other websites, though it is the first step. 29
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  • 31. 3 Monitor Monitor is a juxtaposition tool allowing you to search and compare the Facebook and Twitter presence of different brands and organizations. Facebook likes, Twitter follows, and Check Ins are all used to measure companies against one another. Drawing such comparisons is as simple as typing names of interest into the text field, and allowing Monitor to auto-complete your query. 31
  • 32. Click compare, and track each entity’s trend. To save a drawn comparison, click "save" and it will be filed under "saved comparisons." Under the same heading, "My Connections" stores all comparisons automatically generated from any social properties you included under "Settings" in your promotion builder. Monitor’s comparison tables now include checkboxes next to each social property included in a comparison so that users may adjust the number of properties viewable in the table. This will allow users to create larger comparisons without the fear of cluttering the chart with too many properties at one time. If a name does not auto-complete in Monitor's text fields, this means the social media property in question is not already in the system, in which case you'll need to copy and paste the URL for a facebook page or twitter user directly into Monitor. 32
  • 33. To view the leader board powered by Monitor, where information about the best performing brands on Twitter and Facebook is exhibited, you need to be logged out of your Wildfire account. The leader board is open to public viewing and automatically updates to reflect jostling between brands as their social media performance changes. Facebook properties can be compared by likes or check ins, and Twitter entities by followers, tweets and following. 33
  • 34. Competitor Engagement Benchmarks for Monitor: In addition to Like and Check-In comparisons, Monitor users can now view engagement comparisons for Facebook Fan Pages that they specify. The data is Facebook’s 7-day rolling total of the ‘People Talking About This’ metric (the same number you can see on everyone’s Facebook page). Monitor users may still view data on a daily or cumulative basis, but may now also view the comparison chart for any date range going back to January 3, 2012. Note that engagement comparisons are only available to logged-in users (i.e., this functionality is not available to the general public). 34
  • 35. Engagement Rate Data Monitor users can also now view "Engagement Rate" data for Facebook Fan Pages that they specify. A Page's Engagement Rate is calculated by dividing its People Talking About This metric by its total number of Likes. This data may be viewed on a daily or cumulative basis, and may also view the data for any date range going back to January 3, 2012. 35
  • 36. Why XeeMe?  Don’t make your friends search through hundreds of social networks and sites  Don’t make them guessing if you are there or not  Don’t just “hope” somebody will find you through search  Nothing is more annoying then reading a post or comment and no way to know more about the author  YOU can do a lot to be more approachable and get way more connections http://xeeme.com 36
  • 37. XeeMe’s registration form Register to XeeMe with your Facebook account 37
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  • 39. 1 The What's Up Status Line: It's a status line that is displayed at your XeeMe. Your XeeMe may be seen more often than any other status line. It's like a status line on your business card that dynamically changes content whenever you change it. Keep it up to date! 2 Your photo is a key and very unique logo-like personal brand element 3 XeeMe Social Scorecard: You will find three core datapoints for each graph in this powerful social media benchmark: 1) The general average value in darker green 2) Your own achievement in comparison with the dark blue bar 3) The top achiever with the "bullet graph" to the very right Popularity The number of visits to your XeeMe Engagement The number of visits you paid to your contacts from XeeMe Connections The number of contacts in your XeeMe (across all networks) 39
  • 40. 4 Presence Completeness: --- Your XeeMe Profile --- 1) Photo - As a courtesy to everybody visiting your XeeMe. 2) Country - Share at least your country with others. 3) Short Bio - The short bio is on top of your public XeeMe - don't miss it. 4) Birthday / Gender - Complete your birthday and gender (will never be shown) 5) Interests - Share your personal and professional interests --- Your Social Network Presence --- 6) Social Networks on XeeMe - Have at least 3 of your social profiles listed 7) Contacts - Add your contacts. Have at least 25 to start with. 8) Visits - Share your XeeMe with contacts and grow visits to at least 50 9) Applications - Install at least FOCUS to manage your engagements. 10) Company association - Associate your profile with your company Each of the 10 aspects account for 10% completeness. Your XeeMe may be the first touchpoint for many new contacts, before they visit any of your social media profiles. 5 Your top social presences is a list of all social networks that you participate in 40
  • 41. Weekly average social traffic on your XeeMee Total social traffic on your XeeMe since you started You can use 'XeeCreds' (XeeMe credits) for advertising 6 XeeScore - Your Social Presence Value What means Social Presence Value? The value of your social presence can be determined by the level of attractiveness. The more people visit your social presence (meaning all your profiles and networks) the higher its value. How do we compute the XeeScore? We track all the visits from your XeeMe to your social sites. The more visits you are getting the higher your score. We track and compute the value daily, taking the last 7 days and the last 4 weeks in consideration. How can I grow my score? Share your XeeMe URL on every post you do, on every comment, in your email signature, on your presentations and add it as your primary go to URL on every social media profile. This allows people to quickly check you out and get in touch on networks they prefer and gives you social connections - and an increase in score. What does NOT count? If you visit your sites yourself it does not count. Visitors who just visit your XeeMe but then go away, gets no score. Your own activities in the social web i.e. Twitter, Facebook etc. does not count (we are not an activity score). 41
  • 42. 7 8 Presence Development Network Development 1) Your XeeScore is your key measurement "You can only 1) The larger the base the broader your reach As manage what you can measure - and what you can you progress, your XeeMe will be in front of manage can get done" The XeeScore is the quintessential people before they chose to visit you on any social number representing your Social Presence Value. It's a network. Make it attractive and inviting. Your key value that is created through visits from others based photo, your bio, your background data should be all on its attractivness and your ability to advocate it. on. 2) Presence Definition Your presence is the sum of all 2) Growth through referrals Grow your network profiles you setup and maintain in the social web. The through referrals. Your referral contacts build their more you share your entire presence, thellllrger your social presence so you have it easier to find and nework and the more attractie your content, the higher connect with them. Each of the referred friends the social traffic from and to your XeeMe. build their own network and help further grow your 3) It's all about PRESENCE VALUE The Presence Value is own. determined by a series of factors includin Inbound and 3) Outreach XeeMe has a powerful social Outbound Social Traffic as well as the Amplification Value relationship manager. Once you reach a certain (the differnce betweeninbound and outbound traffic). level you can install it and bring even more value to XeeScore is the one number that is important to monitor your social presence. presence value. 42
  • 44. XeeScore Report shows the XeeScore over time on a daily base for the last 30 days What does it measure? It measures how attractive your Social Presence is to a visitor of your XeeMe by tracking all visits FROM your XeeMe to the social sites you listed as a Key Performance Indicator (KPIs) in the Social Presence Value. It’s basically the sum of your social traffic to your entire presence. How can you improve? Your most significant influence is to share your XeeMe as wide as possible (Approachability). However the XeeScore is actually created by the visits from others. 44
  • 45. What does it tell you? 1) It indicates how many people are interested in your social presence 2) The more people know about your XeeMe the higher the visits 3) Active networker see several thousand visits per month 4) High numbers indicate that you are open and approachable to others 5) Low numbers indicate that you are not very interested in engaging with others How can you improve? 1) Share your XeeMe in your email signature and on your social network profiles Profile View Report shows the number of visits to your 2) Sign blog posts or comments always with http://XeeMe.com/username XeeMe. Each time your XeeMe is visited from somebody 3) Wherever somebody want to get in touch other than you, we record the visit. with you, ensure they find your XeeMe 4) Keep in touch with other XeeMe users and learn how they grow their numbers 45
  • 46. What does it tell you? 1) It indicates how relevant your various profiles are to your contacts 2) It gives you a good idea on which networks you need to be more present 3) You get an idea how important variety and Social Traffic Report shows how often network diversity is visitors on your XeeMe visited the 4) You may want to reposition some of your respective profiles. networks on your XeeMe 5) You may want to expand your overall presence to other places How can you improve? 1) Share your XeeMe in your email signature and on your social network profiles 2) Sign blog posts or comments always with http://XeeMe.com/username 3) Wherever somebody want to get in touch with you, ensure they find your XeeMe 4) Keep in touch with other XeeMe users and learn how they grow their numbers 46
  • 47. What does it tell you? 1) You see which networks and sites are most preferred by your contacts 2) It indicates the level of attention you should pay to those networks 3) Higher numbers indicate people prefer to look you up on those sites 4) Lower numbers indicate that this sites are less frequently visited 5) The position of the network on your XeeMe may help Network Relevance Report shows your 25 most relevant networks. It direct visits tells you how relevant the respective networks are based on visits How can you improve? 1) Groups are interesting, make sure your group links are from your contacts to those social networks. Each time a visitor of in the groups tab your XeeMe clicks on any of your sites like LinkedIn, Facebook, 2) Add all your sites and networks so you get even more Twitter, Blog, Website etc to visits you there is reported here. NOTE: detailed reports This is not 'traffic' TO your XeeMe but the level of engagement FROM 3) Provide a short description of each link your XeeMe to your actual social network or site. 4) Keep the list on the first tab to less than 15 entries. 5) Share how intense you use networks by setting it on your XeeMe. 47
  • 48. What does it tell you? 1) How active you are with your contacts. 2) A growing number indicates more activities with your contacts over time 3) A declining number indicates your activity with your contacts is declining 4) Less than 50,000 per month indicates moderate to low engagement 5) Power networker see more than 200,000 points per month How can you improve? 1) Visit your contacts more often in the social web Social Capital Report summarizes all your social engagement 2) Send notes to your contacts from XeeMe. You keep activities in XeeMe that are related to activities supporting a record and get points collaboration, engagement or contribution to your contact ecosystem. 3) Add contacts to Flights and gain with every single The report counts visits to your contacts, notes you make about them task completion 4) Adding social sites to your clients help you engage or send them, activities in Flights! and other similar activities. It is on a wider variety of sites your investment in the relationship building process. 5) Motivate your contacts to collaborate in XeeMe and strengthen the relationships 48
  • 49. What does it tell you? 1) How much attention you receive from other XeeMe user 2) The development over time indicates increase or decrease in engagement 3) Below 50 indicates that nobody in XeeMe is really engaged with you 4) Over 1,000 per month means, your contacts are very engaged with you 5) You may want to watch trends over time Social Attention Report shows you the social attention you receive from other How can you improve? XeeMe user as they engage in various ways with you. The number is an 1) Share your XeeMe with your contacts and accumulation of social capital when people add you to their Flights! view your you increase the level of attention profile, send you a message, keep notes about you and so forth. We do not 2) Create Contests with XeeMe/Compete! to report any details about who is engaging with you and what exactly they do - increase the level of engagement but you get a good indication from the meta data we accumulate. 3) Leverage XeeMe/Braino! for short education programs to increase attention 4) Invite your contacts to collaborate with you for instance in Flights! 49
  • 52. Make your XeeMe look good The 7 most important setup tips:  Make sure you have your photo up  Have a short and sweet bio  Have ALL your social sites on it  Add your online groups under “groups”  Add your other sites and social tools under “Others”  Share what’s on top of your mind – and if it is to sell something that’s fine too  SEO your XeeMe  Upload your contacts  Share your XeeMe with your friends 52
  • 53. Tip #1 Upload your photo Your photo is a key and very unique logo-like personal brand element DO! It’s all the same person! 53
  • 54. Tip #2 A short and sweet bio  Be professional but personal – short, yet informative  The XeeMe bio will most likely be your most read bio! Example: 54
  • 55. Tip #3 Complete your social presence  Give your contacts and the one you like to get the widest choice possible. 55
  • 56. Tip #4 Share what’s on top of your mind  An ongoing and up to date way to share your most important ideas, concerns or business opportunities – and it can be automatically tweeted. 56
  • 57. Tip#5: Adding Google Analytics  Register for Google Analytics  Take your Account ID from the cryptic code you will see  Enter the ID into the Google Analytics field in your Profile Settings in XeeMe <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXXX-X']); _gaq.push(['_trackPageview']); … more code 57
  • 58. Tip #6 – Setup your Social Address Book  Unlike your manually managed old address book – this is a dynamic social profile repository – Upload your contacts 58
  • 59. Tip #7 Let your contacts know how to find you  This is NOT an invitation to get another network  Just let your friends know where you are – so they can connect 59
  • 60. Best practices summary  Make sure you have your photo up  Have a short and sweet bio  Have ALL your social sites on it  Share what’s on top of your mind – and if it is to sell something that’s fine too  SEO your XeeMe  Upload your contacts  Share your XeeMe with your friends 60
  • 61. The ultimate goal – as many visits as possible  Once you have setup your XeeMe well and you introduced it to your friends, your “Profile Completeness” should be > 80%  Now enter phase II and make sure your XeeMe is everywhere you want to be found: On LinkedIn, Twitter, Facebook, Google+, YouTube, Slideshare, Quora, etc. 61
  • 62. HootSuite is the Social Media Dashboard! Rather than being a social network, HootSuite allows you to connect to multiple social networks from one 1 website. HootSuite helps organizations use the social web to launch marketing campaigns, identify and grow audience, and distribute targeted messages across multiple channels. Using HootSuite’s social media dashboard, teams can collaboratively schedule updates to Twitter, Facebook, Linkedin, Wordpress and other social networks via web, desktop or mobile platforms plus track campaign results and industry trends to rapidly adjust tactics. http://hootsuite.com 62
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  • 64. Getting Started with HootSuite 1 2 3 Creating tabs and streams allows you to perform and save advanced searches, filter for content and manage lists and followers. From the Getting Started tab Click Create a New Tab, and then label tab. Click Add Stream, and then add You can improve productivity by managing all of content you can monitor. your social networks within HootSuite. Click a social network to add, then click Connect and type in your credentials. Type the required information and click Sign Up Now 4 Composing and sending messages allows you to create custom content for you to share with your selected social networks. Click inside the compose field and type a message, then click to select a social network from the profile picker and click Send Now. 64
  • 65. 5 6 HootSuite is available as an app for your mobile The App Directory is a library of third party apps device developed specifically for the HootSuite dashboard. With (iPhone, iPad, Android and Blackberry), and can the app directory you can add be downloaded from your device's app store. Flickr, YouTube, Tumblr, MailChimp, HubSpot and many From the Getting Started tab click Get the more apps to your HootSuite dashboard. From the Getting Mobile App. Started tab click Install Apps and click Install App beside the app you want to add. 65
  • 66. Creating an organization An Organization is the highest level entity in HootSuite. It contains all of the social networks, teams, and team members relevant to that organization. When you create an organization, you automatically become the super admin for that organization. Super admins can manage all aspects of their organization including adding and removing team members, adding and removing social networks, creating teams and managing permissions. Creating an organization allows you to allocate permissions to the team members who take care of your social networks. 1. Click user profile. 2. Click Create an organization. 3. Complete details. 66
  • 67. Adding social networks to your organizations is essential. Inviting members to join your organization ensures that you Social networks are what are managed by your team have the dedicated support you need in managing your members from within your organization. Click Add a Social social networks. Click Invite a Member and complete details. Network, select social network and click Connect. Setting permission levels affects what a member can access and the actions they can complete. There are three categories for permission levels: organization, team and Create and manage teams that oversee your social profiles. social network. Click on your organization, team or a social Click Add a Team and complete details. network and select Manage permissions. 67
  • 68. Streams Streams host your social network content, and is very customizable. In streams you can create tabs and add more streams, organizing your content as you see fit. You can also view profiles, reply to posts, utilize third- party app functions (where applicable), and much more. LinkedIn Profile 68
  • 69. Facebook Profile Tweeter Profile 69
  • 70. Analytics Analytics is the measurement, analysis and reporting of social media data for purposes of understanding and optimizing HootSuite usage. It is not just a tool for measuring web traffic but can be used as a tool for business and market research. HootSuite's analytics can also help companies measure the results of various social media campaigns on Twitter or Facebook. It helps gauge return of investment (R.O.I.), as well as provides data on traffic and popularity trends which helps market research. Users can access Quick Analytics and Custom Analytics by clicking the bar graph icon (Analytics button)/ from the launch menu. With Quick Analytics, users can access Ow.ly Summary Stats, Individual URL statistics, Facebook Insights as well as Google Analytics. In contrast, Custom Analytics are editable, adjustable, and revisable reports. The data contained in them are compilable from many sources including Twitter, Google Analytics, Facebook Insights and Ow.ly. Additionally, you may also supplement the data with textual commentary. 1 Click to create a new Report 70
  • 71. 2 You can buy HootSuite points and choose any of the existing templates, or you can choose the free one 3 Depending on the chosen template you have to enter the appropriate parameters 71
  • 72. 6 Depending on the chosen template you Click to create your Report can import as many as analytic modules you want in your Report 5 You can have more HootSuite Analytics features if you upgrade to PRO edition 7 72
  • 73. References • Axel Schultze, Xee Me How To -- Getting started • FEMA, Social Media Monitoring Tools • HootSuite, HootSuite Help - Get Started • Jamie Turner, Understanding the Social Media ROI Cycle • Wildfire, White Label User Guide - Self Service Manual 73