Find me on Google+ eDigital
How to select a social monitoring tool - Factors to consider. Below is a list of key questions you should ask your Social Media Monitoring vendor. I based this list from a fantastic white paper written by Don Bartholomew, Vice President - Analytics, Insights and Measurement of Fleishhman Hillard (Omnicom Group) about how to select a social monitoring tool. The list has been tweak for my own needs and you might also want to give each factor your own importance (weight) depending on what your needs are. I believe it covers all areas before committing to a social monitoring tool contract. Hope you find it useful :) Mauricio Escobar Mármol - Sydney based Social and Digital Marketing Specialist @ eDigital. CONTENT      How is the content aggregated? Third party? Own system? How often? Real time? DATA RETRIVAL How long is content archived? is back data available? To which year? If so, extra cost? DATA COVERAGE Can you offer an example coverage for the term: “iphone 4s” Exact Match - Australian based content during the period 1/1/11 to 30/09/11. How many results the tool brings? DATA REACH    What sort of content the tool cannot reach: ie. Facebook status updates that are not public, Intranets, any other? SPAM    What data cleansing strategies are in place to address spam, splogs, duplicate content? If results from duplicate content are found…do we have pay for them? SEARCH TYPES Is boolean logic available when constructing searches? ie “AND-OR-NOT” SEARCH RESULTS SPEED    This is key. Many tools are super slow. You want to double check they are fast when bringing results. How long (on average) does it take to retrieve results for “iphone 4s” exact match - Australian based content during the period 1/1/11 to 30/09/11 METRICS AVAILABLE     What specific metrics are standard in the system? Do the tool offer sentiment analysis? At micro level? Post level? How the sentiment analysis being constructed? Can the sentiment analysis be tweak by tool user? DATA PRESENTATION, CUSTOMAZATION, AUTOMATION, SHARING   What dashboard features are available in the standard tool version? Can dashboards be customised by users? Are drill down capabilities available for all analaytics on the dashboard? Can reports be automatically delivered and share across the organisation? ENGAGEMENT Does the tool allow for user to engage directly with content owner? Can “owned” content (ie our website, facebook page, twitter) be managed by tool user. Can multiple TAF Franchisee facebook pages be monitored? What workflow capabilities the tool offers? Can specific conversations be assign to other users? Once a conversation is engaged and completed, what reports the tool can offer? Can Real time social conversation alerts be sent to specific users? Or franchisees’ emails ( non-tool users)? SPECIFIC INDUSTRY BASED FEATURES     Is there anything in your tool set up for franchisee based business? If so, please provide examples. INTEGRATION     What additional types of data can be integrated in the system? Google Analytics? Email database? CRM?, Sales Force?, etc REPORTING CAPABILITIES   Does the standard version allow for reports to be generated? Can reports be automatically produced? Can reports be customized? At what level? GEOGRAPHIC SCOPE    Can the tool just track conversations happening in Australia or in a specific City in Australia? How? Would it pick up Australian based conversations happening in different languages? Any extra costs? COST STRUCTURE  What is the tool costs? By number of search results’ charge? By subscription charge (unlimited search results)? Is there any trail period? Can we try the tool for a month? How the cost varies depending on amount of tool users? TOOL SET UP (INSTALLATION)      Is there any specific system requirement needed? TRAINING   Is training included on the tool costs? How many training hours? If not, what are the training costs? VALUE ADDED SERVICES   Is tool installation and configuration costs included? Is customer service available just at business hours or 24 hours? weekends? CLIENTS     Is there any success retail franchise based Australian client case study you can offer? If not, why not retail franchise based Australian clients have not bought your tool? MINIMUM CONTRACT PERIOD   What’s the minimum contract period. CONTRACT TERMINATION NOTIFICATION    Is there anything we have to be aware when deciding to terminate a contract with the tool provider? TOP USP’S     Out of all the above criteria, which top two does your tool position as the best in the market? ________________________________ Sydney based, Mauricio Escobar Mármol offers support on Social and Digital Marketing and Media, you can contact Mauricio: Call me on +61431324899 or Skype call. Email Mauricio Escobar (Senior Consultant @ eDigital). Follow Mauricio on Twitter - LinkedIn - Facebook.

How to select a social monitoring tool - Factors to consider.

Below is a list of key questions you should ask your Social Media Monitoring vendor. I based this list from a fantastic white paper written by Don Bartholomew, Vice President - Analytics, Insights and Measurement of Fleishhman Hillard (Omnicom Group) about how to select a social monitoring tool.

The list has been tweak for my own needs and you might also want to give each factor your own importance (weight) depending on what your needs are.

I believe it covers all areas before committing to a social monitoring tool contract.

Hope you find it useful :) Mauricio Escobar Mármol - Sydney based Social and Digital Marketing Specialist @ eDigital.

CONTENT     

  • How is the content aggregated? Third party? Own system? How often? Real time?

DATA RETRIVAL

  • How long is content archived? is back data available? To which year? If so, extra cost?

DATA COVERAGE

  • Can you offer an example coverage for the term: “iphone 4s” Exact Match - Australian based content during the period 1/1/11 to 30/09/11. How many results the tool brings?

DATA REACH   

  • What sort of content the tool cannot reach: ie. Facebook status updates that are not public, Intranets, any other?

SPAM   

  • What data cleansing strategies are in place to address spam, splogs, duplicate content? If results from duplicate content are found…do we have pay for them?

SEARCH TYPES

  • Is boolean logic available when constructing searches? ie “AND-OR-NOT”

SEARCH RESULTS SPEED   

  • This is key. Many tools are super slow. You want to double check they are fast when bringing results. How long (on average) does it take to retrieve results for “iphone 4s” exact match - Australian based content during the period 1/1/11 to 30/09/11

METRICS AVAILABLE    

  • What specific metrics are standard in the system?
  • Do the tool offer sentiment analysis? At micro level? Post level?
  • How the sentiment analysis being constructed?
  • Can the sentiment analysis be tweak by tool user?

DATA PRESENTATION, CUSTOMAZATION, AUTOMATION, SHARING  

  • What dashboard features are available in the standard tool version?
  • Can dashboards be customised by users?
  • Are drill down capabilities available for all analaytics on the dashboard?
  • Can reports be automatically delivered and share across the organisation?

ENGAGEMENT

  • Does the tool allow for user to engage directly with content owner?
  • Can “owned” content (ie our website, facebook page, twitter) be managed by tool user. Can multiple TAF Franchisee facebook pages be monitored?
  • What workflow capabilities the tool offers? Can specific conversations be assign to other users?
  • Once a conversation is engaged and completed, what reports the tool can offer?
  • Can Real time social conversation alerts be sent to specific users? Or franchisees’ emails ( non-tool users)?

SPECIFIC INDUSTRY BASED FEATURES    

  • Is there anything in your tool set up for franchisee based business? If so, please provide examples.

INTEGRATION    

  • What additional types of data can be integrated in the system? Google Analytics? Email database? CRM?, Sales Force?, etc

REPORTING CAPABILITIES  

  • Does the standard version allow for reports to be generated?
  • Can reports be automatically produced?
  • Can reports be customized? At what level?

GEOGRAPHIC SCOPE   

  • Can the tool just track conversations happening in Australia or in a specific City in Australia? How?
  • Would it pick up Australian based conversations happening in different languages? Any extra costs?

COST STRUCTURE 

  • What is the tool costs? By number of search results’ charge? By subscription charge (unlimited search results)?
  • Is there any trail period? Can we try the tool for a month?
  • How the cost varies depending on amount of tool users?

TOOL SET UP (INSTALLATION)     

  • Is there any specific system requirement needed?

TRAINING  

  • Is training included on the tool costs? How many training hours? If not, what are the training costs?

VALUE ADDED SERVICES  

  • Is tool installation and configuration costs included?
  • Is customer service available just at business hours or 24 hours? weekends?

CLIENTS    

  • Is there any success retail franchise based Australian client case study you can offer? If not, why not retail franchise based Australian clients have not bought your tool?

MINIMUM CONTRACT PERIOD  

  • What’s the minimum contract period.

CONTRACT TERMINATION NOTIFICATION   

  • Is there anything we have to be aware when deciding to terminate a contract with the tool provider?

TOP USP’S    

  • Out of all the above criteria, which top two does your tool position as the best in the market?
________________________________

Sydney based, Mauricio Escobar Mármol offers support on Social and Digital Marketing and Media, you can contact Mauricio:

Posted 1 year ago
4 notes
Tagged: how, social, media, monitoring, tools, .

The last decade we saw the building of a social layer through Facebook and the facebook open graph layer. Now, this decade Seth tell us the next wave is gaming framework. The motivations to influence behavior will be based on games frameworks and explain four game dynamics to influence behavior.

Posted 1 year ago
7 notes
Tagged: facebook, games, framework, build, tools, dynamics, .
How to measure Social Media and General Media pick up before (pre) and after ( post) a retail launch. Zara Sydney Store Launch - New Retail clothing brand - Australia. Zara Sydney store will finally open doors tomorrow. it took them 35 years after being found for Zara clothing brand to open it is first store in Australia. With an enviable 69% increase in net profit last year, Jesus Echevarria (Zara’s chief communications officer) has the responsibility to create a successful Zara Australia store launch tomorrow. Zara Australia stores (one planned to open in Melbourne at the end of the year) will be one of the biggest retail clothes brand playes in Australia. Zara Sydney shop is planned to open just two days before Sydney siders leave the city in masses for easter holiday break taking most of the attention for holiday and travel plans. Would the new Zara Sydney lauch tomorrow create some social media glue and general media attention? Well, Below is a simple baseline (using free tools) on how the “Zara” brand is just one day before launch and the idea is to compare those numbers after four weeks of launch date and see how successful the Zara clothes brand picked up general media and social media coverage. The below data does not pretend to be an exact way of measuring social media coverage but can give retailers and very good indicative on how to measure social and general media reach with free tools. Current Zara clothing position (baseline) as of today (one day before it is Sydney store launch) is: More than 400% increase in searches (see graph above) for “zara” related terms in Google Australia. Google Australia general search for “zara clothes” filtered by just results from australian sites = 104,000 mentions. “zara clothing”= 196,000 mentions. Google Australia image search for “zara clothes” filtered by just results from naustralia sites = 38,300 mentions; “zara clothing” = 60,400 mentions. Google Australia Discussions (forums) search for “zara clothes” filtered by just results from australian sites = 191 mentions; “zara clothing” = 134 mentions. Google Australia Blogs search for “zara clothes” filtered by just results from austrlaian sites = 16,300 mentions; “zara clothing” = 3,580 mentions. March 2011 Local searches (Google keyword tool) for the below keywords: “zara australia” = 9,900, “zara clothing” = 5400, “zara sydney” = 4400 Google searches for “zara sydney” -glaister site:facebook.com = 151 results. Google searches for “zara sydney” -glaister site:twitter.com = 33 results. I will compare this figures after four weeks to see how much general media and social media the Zara brand pick up. keep tuned :) and also if you have any other free tool that might be relevant to measure pre-post launch, please let me know. NEXT   CALL US ON +61431324899 Check Mauricio Escobar (eDigital Director) experience and recommendations on his LinkedIn profile. Connect with eDigital on Facebook Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice. Check out eDigital Social Media Strategy and Social Media Management services.

How to measure Social Media and General Media pick up before (pre) and after ( post) a retail launch.

Zara Sydney Store Launch - New Retail clothing brand - Australia.

Zara Sydney store will finally open doors tomorrow. it took them 35 years after being found for Zara clothing brand to open it is first store in Australia.

With an enviable 69% increase in net profit last year, Jesus Echevarria (Zara’s chief communications officer) has the responsibility to create a successful Zara Australia store launch tomorrow. Zara Australia stores (one planned to open in Melbourne at the end of the year) will be one of the biggest retail clothes brand playes in Australia.

Zara Sydney shop is planned to open just two days before Sydney siders leave the city in masses for easter holiday break taking most of the attention for holiday and travel plans.

Would the new Zara Sydney lauch tomorrow create some social media glue and general media attention?

Well, Below is a simple baseline (using free tools) on how the “Zara” brand is just one day before launch and the idea is to compare those numbers after four weeks of launch date and see how successful the Zara clothes brand picked up general media and social media coverage.

The below data does not pretend to be an exact way of measuring social media coverage but can give retailers and very good indicative on how to measure social and general media reach with free tools.

Current Zara clothing position (baseline) as of today (one day before it is Sydney store launch) is:

  • More than 400% increase in searches (see graph above) for “zara” related terms in Google Australia.
  • Google Australia general search for “zara clothes” filtered by just results from australian sites = 104,000 mentions. “zara clothing”= 196,000 mentions.
  • Google Australia image search for “zara clothes” filtered by just results from naustralia sites = 38,300 mentions; “zara clothing” = 60,400 mentions.
  • Google Australia Discussions (forums) search for “zara clothes” filtered by just results from australian sites = 191 mentions; “zara clothing” = 134 mentions.
  • Google Australia Blogs search for “zara clothes” filtered by just results from austrlaian sites = 16,300 mentions; “zara clothing” = 3,580 mentions.
  • March 2011 Local searches (Google keyword tool) for the below keywords: “zara australia” = 9,900, “zara clothing” = 5400, “zara sydney” = 4400
  • Google searches for “zara sydney” -glaister site:facebook.com = 151 results.
  • Google searches for “zara sydney” -glaister site:twitter.com = 33 results.

I will compare this figures after four weeks to see how much general media and social media the Zara brand pick up.

keep tuned :) and also if you have any other free tool that might be relevant to measure pre-post launch, please let me know.

NEXT

 

Posted 2 years ago
Tagged: coverage, australia, brand, clothes, clothing, fashion, how, launch, measure, measuring, media, shop, socila media, store, success, sydney, zara, free, tools, .
Social media monitoring tools: the big debate »

An interesting article about opinions on different social media tools…

NEXT

 

Posted 2 years ago from bookmarklet
1 note
Tagged: social, media, monitoring, tools, advice, mark, pollard, .
Source: mark-pollard.bm-30.baselocation.net