We’re live from the Measurement.ie conference in the National College of Ireland where experts from the country’s digital industry will bediscussing social media, analytics, metrics and content.
They’ll be showing businesses, start-ups and entrepreneurs how they can best use, as well as analyse their use of, the social web and digital media. We’ve already briefly spoken to many of the speakers here today.
Damien Mully @damienmulley is the man behind the event and he’s joined by Rick O’Shea (@rickoshea), who is MC for the day.
We won’t be the only people reporting on today’s conference; check out DoneDeal.ie (@donnaatdonedeal), the guys at Blacknight (@blacknight) and the National College of Ireland (@ncirl) for more tweets.
The conference is hashtagged #donedealsocial with tweets coming from @measurementconf. There’ll also be a live stream over on the Measurement.ie website.
First up is @laurenceveale the UX lead for IQ Content
First up is @laurenceveale the UX lead for IQ Content
@laurenceveale – is there a better way of using analytics. There can be too much data and it’s often difficult to understand
@laurenceveale: With analytics, your users are trying to tell you something, by looking at the right data you can hear them. But you have to look at the right data.
@laurenceveale identify your purpose, do you want to?Generate online salesMaximise customer valueCreate leadsReduce costs through self service
@laurenceveale – So how do you convert metrics to insight.
Use segmentation to identify where people are coming from (social or mobile, spend for keyword use)
@laurenceveale examine where people come from, what do they do, and what is the outcome to get a rounded view of your data/audience
@laurenceveale: approach your analytics with a question and each time you look at the data answer that question
@laurenceveale suggests looking at Google’s New analytics and its improved reports
Question to @laurenceveale about users that bounce from a website. Will people who are bouncing give feedback when they leave.A: Not all users will respond but many will respond and the data can be valuable. But not all bouncers are bad
@laurenceveale Action plan. let your business objectives lead your analytics objectives
stephenjatdell Dell’s Global Online Product Merchandising Manager for Mobile Products & the SoHo Vostro PC line talking about the social web and how Dell does what it does on the social web
@stephenjatdell social outreach can deliver a company qualitative benefits such as
Brand Health,Customer Satisfaction,Conversation – customer reviews etcConsideration (bringing people to your site)
and Revenue
@stephenjatdell the social web offers brands benefits beyond ROI. It gives you the opportunity to get insight into your customers, brand perception and market approach
@stephenjatdell Dell uses social media to aid with product development, marketing , communication, sales, customer support and to increase its online presence
@stephenjatdell Dell started using social media six years ago. Michael Dell encouraged the company to look at working with communities.
@stephenjatdell in 2007 the company adopted Twitter and now has about 200 Dell accounts. In China Dell has developed a huge social presence, especially on Renren
@stephenjatdell echoes @laurenceveale on analytics in saying that you need to identify your goals – look at the long term and look at the budget
@stephenjatdell it’s important to train your employees for best practice engagement
@stephenjatdell Dell’s social web ethos is
1. Listen to your audience
2. Engage with your audience
3. Look at the opportunity in the social web.
Many companies flip this
@stephenjatdell Why should you listen
Back in 2006 there were 5,000 daily conversations about the Dell brand online, now there are 26,000
@stephenjatdell have a look at different social web monitoring tools to see which can work for your business
@stephenjatdell engaging with users is about collaboration at multiple levels
@stephenjatdell engaging doesn’t mean responding to every comment
@stephenjatdell Don’t tweet when you’re angry. When you represent a company online you are the company.
Mistakes can happen, so training is important. Think before you tweet.
@stephenjatdell the delete button doesn’t work online, tweets and status updates go everywhere. So be careful that you know publish the correct content online
@stephenjatdell employees are your best social advocates.give all your employees access to your social strategy. Train all employees to communicate the company’s message but ensure that they are transparent in their relationship with the brand.Make sure that employees know what they can and cannot say .
@stephenjatdell social engagement does’t just have to take place online. Engage with users at real events.
@stephenjatdell try to create share-able content. Dell creates videos and images, which are highly visible and easily shared on the social web. This can help create brand awareness, especially for a new product/service launch.
@stephenjatdell create compelling offers – Dell has 1.5 million followers on its Dell Outlet “Deal” Twitter page
@stephenjatdell – Sometimes you can’t put a number on the value of the social web
First up is @laurenceveale the UX lead for IQ Content
@laurenceveale – is there a better way of using analytics. There can be too much data and it’s often difficult to understand
@laurenceveale: With analytics, your users are trying to tell you something, by looking at the right data you can hear them. But you have to look at the right data.
Q&AQ to @stephenjatdell how does Dell’s online and phone customer support compare?
A: Social is still smaller than traditional but it’s about opening the channels to where the users are. If users are commenting on your brand on the social web you should be there .
@stephenjatdell Social media is now part of Dell’s DNA
@laurenceveale identify your purpose, do you want to?Generate online salesMaximise customer valueCreate leadsReduce costs through self service
Q What would you say to companies that are scared to engage on the social web?
A: @stephenjatdell you can’t ignore the social web – if people start talking about your brand and you don’t respond, that’s when users get frustrated.
Would you ignore a letter?
By responding to users on services like Twitter you are engaging in a one to many relationship. So one response to a tweet you might help many other users.
@laurenceveale – So how do you convert metrics to insight.
Use segmentation to identify where people are coming from (social or mobile, spend for keyword use)
Q: How is Dell looking at social CRM
A: @stephenjatdell CRM and social media work hand-in-hand and Dell is look it in detail
@laurenceveale examine where people come from, what do they do, and what is the outcome to get a rounded view of your data/audience
Q: How do you many bad social media experiences?
A: @stephenjatdell you listen and respond. But be sure to action any genuine negative feedback
@laurenceveale: approach your analytics with a question and each time you look at the data answer that question
That’s @stephenjatdell finished. Up next is @curlydena on measuring return on social Investment
@curlydena is a digital strategist with Irish International
curlydena quotes John Wanamaker “Half the money I spend on advertising is wasted. trouble is, I don;t know which half” this is still true today
@curlydena it’s about earned media – not just the total number of mentions of your brand
@curlydena “Once in front of a screen, be it a desktop, laptop, or increasingly a handheld device, we “log in” not into a system, but a community” – from US military
@curlydena don’t try to control conversations but respond to them
@curlydena social media isn’t about signing up to sites like Facebook, Twitter, YouTube – it’s about using these site effectively and allowing your company and users to tell stories.
@laurenceveale suggests looking at Google’s New analytics and its improved reports
@curlydena Word of mouth equity = volume by impact
Question to @laurenceveale about users that bounce from a website. Will people who are bouncing give feedback when they leave.A: Not all users will respond but many will respond and the data can be valuable. But not all bouncers are bad
@curlydena social media requires investmentIt’s about truth
It’s about good ideas
It’s about investment in data
@laurenceveale Action plan. let your business objectives lead your analytics objectives
@curlydena so how do you measure your social media activities? It’s not easy; you need to id what your social business objectives are and then look at the metrics that will help you analyse this.
@curlydena user reach (followers/fans/subscribers) is different from your genuine reach (how many users are clicking link).
@curlydena participation is great but what is the level/quality of this engagement
stephenjatdell Dell’s Global Online Product Merchandising Manager for Mobile Products & the SoHo Vostro PC line talking about the social web and how Dell does what it does on the social web
@curlydena engagement = involvement + interaction + influence + intimacy (how users feel about your brand)
@stephenjatdell social outreach can deliver a company qualitative benefits such as
Brand Health,Customer Satisfaction,Conversation – customer reviews etcConsideration (bringing people to your site)
and Revenue
@stephenjatdell the social web offers brands benefits beyond ROI. It gives you the opportunity to get insight into your customers, brand perception and market approach
@curlydena engagement in social can offer you
– Deeper insight into customer behaviour and beliefs
– Ability to measure and learn from things that you currently ignore
– Ability to identify consumers who influence others to buy
@stephenjatdell Dell uses social media to aid with product development, marketing , communication, sales, customer support and to increase its online presence
@curlydena design something that works for your business, don’t just use Twitter, Facebook etc because others are
@curlydena silos are the enemy of everything digital
@stephenjatdell Dell started using social media six years ago. Michael Dell encouraged the company to look at working with communities.
Q: What if a fan becomes a sycophant?
A: @curlydena be nice and polite but be assured your users can see through such users
@stephenjatdell in 2007 the company adopted Twitter and now has about 200 Dell accounts. In China Dell has developed a huge social presence, especially on Renren
@stephenjatdell echoes @laurenceveale on analytics in saying that you need to identify your goals – look at the long term and look at the budget
Q: How can smaller businesses monitoring the social web
A: @curlydena even a small number of users talking about your brand can be great,
@stephenjatdell it’s important to train your employees for best practice engagement
@stephenjatdell Dell’s social web ethos is
1. Listen to your audience
2. Engage with your audience
3. Look at the opportunity in the social web.
Many companies flip this
Q: What if your social media efforts don’t match what you are offerings (i.e, what if your target market aren’t on the social web)?
A: @curlydena If you have Facebook or Twitter channels and these aren’t working for you, you need to question why you are on these site
@stephenjatdell Why should you listen
Back in 2006 there were 5,000 daily conversations about the Dell brand online, now there are 26,000
@stephenjatdell have a look at different social web monitoring tools to see which can work for your business
Break time! We’ll be back at 11:45
@stephenjatdell engaging with users is about collaboration at multiple levels
@stephenjatdell engaging doesn’t mean responding to every comment
@stephenjatdell Don’t tweet when you’re angry. When you represent a company online you are the company.
Mistakes can happen, so training is important. Think before you tweet.
@stephenjatdell the delete button doesn’t work online, tweets and status updates go everywhere. So be careful that you know publish the correct content online
@stephenjatdell employees are your best social advocates.give all your employees access to your social strategy. Train all employees to communicate the company’s message but ensure that they are transparent in their relationship with the brand.Make sure that employees know what they can and cannot say .
@stephenjatdell social engagement does’t just have to take place online. Engage with users at real events.
@stephenjatdell try to create share-able content. Dell creates videos and images, which are highly visible and easily shared on the social web. This can help create brand awareness, especially for a new product/service launch.
@stephenjatdell create compelling offers – Dell has 1.5 million followers on its Dell Outlet “Deal” Twitter page
@stephenjatdell – Sometimes you can’t put a number on the value of the social web
Q&AQ to @stephenjatdell how does Dell’s online and phone customer support compare?
A: Social is still smaller than traditional but it’s about opening the channels to where the users are. If users are commenting on your brand on the social web you should be there .
@stephenjatdell Social media is now part of Dell’s DNA
Q What would you say to companies that are scared to engage on the social web?
A: @stephenjatdell you can’t ignore the social web – if people start talking about your brand and you don’t respond, that’s when users get frustrated.
Would you ignore a letter?
By responding to users on services like Twitter you are engaging in a one to many relationship. So one response to a tweet you might help many other users.
Q: How is Dell looking at social CRM
A: @stephenjatdell CRM and social media work hand-in-hand and Dell is look it in detail
Q: How do you many bad social media experiences?
A: @stephenjatdell you listen and respond. But be sure to action any genuine negative feedback
That’s @stephenjatdell finished. Up next is @curlydena on measuring return on social Investment
@curlydena is a digital strategist with Irish International
curlydena quotes John Wanamaker “Half the money I spend on advertising is wasted. trouble is, I don;t know which half” this is still true today
@curlydena it’s about earned media – not just the total number of mentions of your brand
Mat Morrison’s (@mediaczar) presenting on “For Obsessive Compulsives Only: How to Read Facebook Stats”
Mat Morrison’s (@mediaczar) presenting on “For Obsessive Compulsives Only: How to Read Facebook Stats”
@curlydena “Once in front of a screen, be it a desktop, laptop, or increasingly a handheld device, we “log in” not into a system, but a community” – from US military
@curlydena don’t try to control conversations but respond to them
@mediaczar Facebook users in Europe spend 85 billion user minutes a month on the site (about 150,000 yers)
@curlydena social media isn’t about signing up to sites like Facebook, Twitter, YouTube – it’s about using these site effectively and allowing your company and users to tell stories.
@mediaczar How a user looks at your Facebook page. They like the page, see your brand posts, occasionally (but mostly don’t) engage.
@mediaczar most users don’t engage with your Facebook brand page
@curlydena Word of mouth equity = volume by impact
@mediaczar After you post updates on Facebook you have three hours to capture users attention.
@curlydena social media requires investmentIt’s about truth
It’s about good ideas
It’s about investment in data
@mediaczar about 5% to 20% will see your company updates on Facebook
@curlydena so how do you measure your social media activities? It’s not easy; you need to id what your social business objectives are and then look at the metrics that will help you analyse this.
@mediaczar 1% increase in Facebook Fans leads to 1.65% increase in Daily Active Users
@curlydena user reach (followers/fans/subscribers) is different from your genuine reach (how many users are clicking link).
@curlydena participation is great but what is the level/quality of this engagement
@mediaczar When you post on Facebook, 80% of responses will take place in 3hours 90 in 6hours
@curlydena engagement = involvement + interaction + influence + intimacy (how users feel about your brand)
@mediaczar The more you post on Facebook the more users you reach. And by posting at key times in the day you can increase who you reach
@mediaczar if you never post on your Facebook page users will not unsubscribe. Users only usually unsubscribe from active pages
@curlydena engagement in social can offer you
– Deeper insight into customer behaviour and beliefs
– Ability to measure and learn from things that you currently ignore
– Ability to identify consumers who influence others to buy
@curlydena design something that works for your business, don’t just use Twitter, Facebook etc because others are
@curlydena silos are the enemy of everything digital
@mediaczar a Facebook page is not a community
Q: What if a fan becomes a sycophant?
A: @curlydena be nice and polite but be assured your users can see through such users
Q: How can smaller businesses monitoring the social web
A: @curlydena even a small number of users talking about your brand can be great,
Q: What if your social media efforts don’t match what you are offerings (i.e, what if your target market aren’t on the social web)?
A: @curlydena If you have Facebook or Twitter channels and these aren’t working for you, you need to question why you are on these site
Break time! We’ll be back at 11:45
@mediaczar Don’t feed the trolls!
@mediaczar’s advice for Facebook Pages,
Facebook isn’t a microsite
Facebook isn’t your forum
Facebook is your email list
Focus on News Feed optimisation
You can never have too many fans
Catch up on @mediaczar’s presentation on his site, http://j.mp/AsEQW0
@mediaczar if you use photos in your posts users will usually engage more
#dell #donedealsocial and #iobing trending on Twitter
@mediaczar photos work better than video – the effect of video is immediate and the cost of production is much lower
Up now – The Value of a Facebook Fan and Twitter Follow panel with
Stephen O’Leary (@stephenoleary) ,O’Leary Analytics
Nick McGivney (@nmcgivney) , iO
Kim Gillick (@kimberlymicado) , GrabOne.ie
@stephenoleary when it comes to Twitter, if someone replys to your company’s tweets then reply back. Don’t miss the opportunity to engage with interested users.@nmcgivney On Twitter be prepared for a conversation on the social web, don’t just schedule tweets@kimberlymicado Getting Twitter followers is very different from getting Facebook fans
@stephenoleary Facebook has gotten to critical mass – something catastrophic would have to happen for Facebook to fall from its place. @kimberlymicado says that users are now aware of privacy as an issue
@stephenoleary if you want to grow your Facebook fans then Facebook ads will work, but you have to question the value of the new fans.
@nmcgivney social media *is* a conversation. Commends eircom for its social media use
@stephenoleary you need to have a lot of skills. Twitter and social media are patient to an extent – they appreciate effort, so even just engaging can be beneficial.
Let people know that they are being heard
Mat Morrison’s (@mediaczar) presenting on “For Obsessive Compulsives Only: How to Read Facebook Stats”
@mediaczar Facebook users in Europe spend 85 billion user minutes a month on the site (about 150,000 yers)
graceapp asks if smaller and larger businesses compete on the same level on social media.. @nmcgivney says that these can compete on the same social media landscape to a certain extent but larger companies will have the time and the budget to engage more.
@mediaczar How a user looks at your Facebook page. They like the page, see your brand posts, occasionally (but mostly don’t) engage.
Should you buy Facebook Fans? @stephenoleary says no; you need to look at what you want your fans to do.
@mediaczar most users don’t engage with your Facebook brand page
@stephenoleary there is going to be a cost in using the social web. But Facebook ads are a better spend than buying fans.
@mediaczar After you post updates on Facebook you have three hours to capture users attention.
@nmcgivney if you are using a Facebook page for a competition lock down the T&Cs to protect yourself from trolls.
@mediaczar about 5% to 20% will see your company updates on Facebook
@mediaczar 1% increase in Facebook Fans leads to 1.65% increase in Daily Active Users
@mediaczar When you post on Facebook, 80% of responses will take place in 3hours 90 in 6hours
@mediaczar The more you post on Facebook the more users you reach. And by posting at key times in the day you can increase who you reach
@mediaczar if you never post on your Facebook page users will not unsubscribe. Users only usually unsubscribe from active pages
@mediaczar a Facebook page is not a community
@mediaczar Don’t feed the trolls!
@mediaczar’s advice for Facebook Pages,
Facebook isn’t a microsite
Facebook isn’t your forum
Facebook is your email list
Focus on News Feed optimisation
You can never have too many fans
Catch up on @mediaczar’s presentation on his site, http://j.mp/AsEQW0
@mediaczar if you use photos in your posts users will usually engage more
#dell #donedealsocial and #iobing trending on Twitter
@mediaczar photos work better than video – the effect of video is immediate and the cost of production is much lower
Up now – The Value of a Facebook Fan and Twitter Follow panel with
Stephen O’Leary (@stephenoleary) ,O’Leary Analytics
Nick McGivney (@nmcgivney) , iO
Kim Gillick (@kimberlymicado) , GrabOne.ie
@stephenoleary when it comes to Twitter, if someone replys to your company’s tweets then reply back. Don’t miss the opportunity to engage with interested users.@nmcgivney On Twitter be prepared for a conversation on the social web, don’t just schedule tweets@kimberlymicado Getting Twitter followers is very different from getting Facebook fans
@stephenoleary Facebook has gotten to critical mass – something catastrophic would have to happen for Facebook to fall from its place. @kimberlymicado says that users are now aware of privacy as an issue
@stephenoleary if you want to grow your Facebook fans then Facebook ads will work, but you have to question the value of the new fans.
@nmcgivney social media *is* a conversation. Commends eircom for its social media use
@stephenoleary you need to have a lot of skills. Twitter and social media are patient to an extent – they appreciate effort, so even just engaging can be beneficial.
Let people know that they are being heard
graceapp asks if smaller and larger businesses compete on the same level on social media.. @nmcgivney says that these can compete on the same social media landscape to a certain extent but larger companies will have the time and the budget to engage more.
Should you buy Facebook Fans? @stephenoleary says no; you need to look at what you want your fans to do.
@stephenoleary there is going to be a cost in using the social web. But Facebook ads are a better spend than buying fans.
@nmcgivney if you are using a Facebook page for a competition lock down the T&Cs to protect yourself from trolls.
And the winner of @thisisio’s #iobingo Apple TV comp is @xcelbusiness
And the winner of @thisisio’s #iobingo Apple TV comp is @xcelbusiness
Tapadoo’s @dermdaly talking about app analytics
@dermdaly – you need more stats than app star reviews or chart position
@dermdaly – apps are branding exercise. You can’t afford to release a poor app.
@dermdaly app analytics can show CFOs the value of the app and can provide app developers with data on how to the public is interacting with their technologies
dermdaly App analytics are different from website/Google Analytics and come from services like Flurry (@FlurryMobile) http://j.mp/yrWPq9
@dermdaly users want to dive into their apps to quickly conduct an action and then leave – app use happens between real life.
@dermdaly app analytics can be used as a debugging tool
@dermdaly app analytics privacy is a valid concern – always be careful what information you place into a phone app. Typically app analytics don’t have access to details such as the phone’s number or contact list.
@dermdaly usually app analytics data is not traceable back to specific to user’s phones
@dermdaly Samsung are leading the Android market in Ireland (for the DoneDeal app) with the top 4 places. Number 5 is Sony Experia at Number 5 with 6% of the market
@dermdaly 35 unique smarthpone firmware versions are live in Ireland
ginabo is up now. She was eircom and Meteor’s Head of Social Media and is now the Digital Communications Manager at Glanbia. http://j.mp/xNnwjf
@ginabo consider your users – are they on the social web, are they using mobile apps? If so you should consider being there with them
@ginabo you mightn’t be an online brand but your customers will want to contact you online
@ginabo – if you are using the social web are you building trust? Is your content relevant? You have to have a personality?
@ginabo the social web is not about PR it’s about customer experience – be genuine and find a voice that matches your brand
@ginabo don’t underestimate the time involved in using social (to manage the interactions as well as dealing with the unexpected)
@ginabo what is your brand’s social mission statement?
@ginabo understand customer behaviour, industry trends and employee feedback. Integrate digital with other business aspects.
@ginabo rise above the trolls and respond to the users who want to interact with your brand. respond from a genuine place
@ginabo negative feedback is better than no feedback
And the winner of @thisisio’s #iobingo Apple TV comp is @xcelbusiness
Tapadoo’s @dermdaly talking about app analytics
@ginabo no social media monitoring tools offer the exact truth, you have to filter and analyse stats
@dermdaly – you need more stats than app star reviews or chart position
@ginabo you also need to keep an eye on the industry, to see how platforms are developing, and which you should be on
@dermdaly – apps are branding exercise. You can’t afford to release a poor app.
@dermdaly app analytics can show CFOs the value of the app and can provide app developers with data on how to the public is interacting with their technologies
@ginabo what internal communications are in place to develop and build your employees’ awareness of the social strategy.
@ginabo: don’t expect all your employees to promote your brand
dermdaly App analytics are different from website/Google Analytics and come from services like Flurry (@FlurryMobile) http://j.mp/yrWPq9
@dermdaly users want to dive into their apps to quickly conduct an action and then leave – app use happens between real life.
@ginabo if you are working with social media in a company you need to sell social media internally and externally
@dermdaly app analytics can be used as a debugging tool
@dermdaly app analytics privacy is a valid concern – always be careful what information you place into a phone app. Typically app analytics don’t have access to details such as the phone’s number or contact list.
@dermdaly usually app analytics data is not traceable back to specific to user’s phones
@dermdaly Samsung are leading the Android market in Ireland (for the DoneDeal app) with the top 4 places. Number 5 is Sony Experia at Number 5 with 6% of the market
@dermdaly 35 unique smarthpone firmware versions are live in Ireland
ginabo is up now. She was eircom and Meteor’s Head of Social Media and is now the Digital Communications Manager at Glanbia. http://j.mp/xNnwjf
@ginabo consider your users – are they on the social web, are they using mobile apps? If so you should consider being there with them
@ginabo you mightn’t be an online brand but your customers will want to contact you online
@ginabo – if you are using the social web are you building trust? Is your content relevant? You have to have a personality?
@ginabo the social web is not about PR it’s about customer experience – be genuine and find a voice that matches your brand
@ginabo don’t underestimate the time involved in using social (to manage the interactions as well as dealing with the unexpected)
@ginabo what is your brand’s social mission statement?
@ginabo understand customer behaviour, industry trends and employee feedback. Integrate digital with other business aspects.
@ginabo rise above the trolls and respond to the users who want to interact with your brand. respond from a genuine place
@ginabo negative feedback is better than no feedback
@ginabo no social media monitoring tools offer the exact truth, you have to filter and analyse stats
@ginabo you also need to keep an eye on the industry, to see how platforms are developing, and which you should be on
@ginabo what internal communications are in place to develop and build your employees’ awareness of the social strategy.
@ginabo: don’t expect all your employees to promote your brand
@ginabo if you are working with social media in a company you need to sell social media internally and externally
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