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Evaluating Social Media Tools That Work for You

Date post: 11-Aug-2014
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A presentation I gave at the Social Intelligence 2014 Conference in San Francisco.
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Evaluating Social Media T ools that W ork for You By TONY OBREGON #socialintel2014 Twitter: @tonyobregon
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Page 1: Evaluating Social Media Tools That Work for You

Evaluating Social Media Tools that Work for YouBy TONY OBREGON

#socialintel2014Twitter: @tonyobregon

Page 2: Evaluating Social Media Tools That Work for You

A social media tool is whatever makes your job easier.

AnApp

Software as a Service

Website

Online Subscription

Social Network

Page 3: Evaluating Social Media Tools That Work for You

Many Reasons for Using Social Tools

• Monitor online perceptions and enhance brand reputation online

• Engage key audiences such as customers, prospects, media, employees

• Support business units including sales, customer service, marketing

• Increase productivity (especially if you have a small team – do more with less)

• Measure and analyze online campaigns and program activities

• Inform future strategies and set goals for your organization

Page 4: Evaluating Social Media Tools That Work for You

Luckily, there is no shortage of social media tools.

Page 5: Evaluating Social Media Tools That Work for You

Twitter 3rd Party Tools Contributed to the Explosion

• Over 1 million Twitter apps in 2011

• Created by close to 750,000 developers

• A new app registered every 1.5 seconds

• Many of them started with TW!

Source: Twitter Blog, July 11, 2011

Page 6: Evaluating Social Media Tools That Work for You

3 Trends Impacting the Social Media Tools Market Today

Page 7: Evaluating Social Media Tools That Work for You

Trend #1: Market Consolidation

Tech Giant Entering the Market Smaller Vendors Joining Forces

Some Vendors Closing Shop

Mergers and acquisitions are shaping a new social media tools market.

Page 8: Evaluating Social Media Tools That Work for You

Trend #2: “Social Business” is Here

SALES & BIZ DEV

CUSTOMER

SUPPORT

HUMAN

RESOURCES

PR/COMMS/

MARKETING

IT DEPARTMENT

More business units are depending on social media tools.

Page 9: Evaluating Social Media Tools That Work for You

Trend #3: Multipurpose Tools

Cross-functional

Team-centricVendor-agnostic

Multi-channel

Trend #3 is a byproduct of trends #1 and #2 as vendors merge

tools and make them more useful to a wider variety of users.

Page 10: Evaluating Social Media Tools That Work for You

Categories of Social Media Tools

Content PublishingSocial Monitoring

Channel Measurement Influencer Identification

A simplified look at four main areas of social media.

Page 11: Evaluating Social Media Tools That Work for You

Category: Social MonitoringTools for capturing online conversations and analyzing what’s being said.

Email Alerts

Key Features to Assess:

Channels Included Automated Sentiment

Geography & Language

Metadata Analyzed

Authority Analysis

Page 12: Evaluating Social Media Tools That Work for You

Category: Content Publishing

Rapid Response

Key Features to Assess:

Multi-channel Posting Auto Syndication

Mobile Device Support

Advanced Scheduling

Team Workflow

Tools for syndicating digital assets to a variety of online channels and networks.

Page 13: Evaluating Social Media Tools That Work for You

Category: Channel Measurement

Post Data Details

Key Features to Assess:

Engagement Metrics

Data Collections

Keywords/Hashtags

Tools for aggregating social metrics across your channels on social networks.

Channels Included

Tool Integration

Page 14: Evaluating Social Media Tools That Work for You

Category: Influencer IdentificationTools for finding and ranking the most authoritative experts in certain subjects.

Content Analyzed

Key Features to Assess:

International Scope

List Management

Authority Ranking

Manual Edits Reporting Options

Page 15: Evaluating Social Media Tools That Work for You

Popular Social Media Tools & Vendors

Influencer Identification

Channel Measurement

Content Publishing

Social Monitoring

Page 16: Evaluating Social Media Tools That Work for You

4 Key Questions to Ask Yourself

1. What are total costs?

2. Will teams find this tool easy to use?

3. What kind of training/support do we get?

4. Do other tools integrate with this?

Page 17: Evaluating Social Media Tools That Work for You

How Much Should I Budget for Social Media Tools Per Year?

Source: KissMetrics, 2012

In 2012, survey said:

• 74% pay less than $1,200 a year

• 19% pay $6K - $60K a year

• 4% pay $60K - $120K a year

• 2% pay more than $120K a year

http://blog.kissmetrics.com/social-media-monitoring-tools/

Page 18: Evaluating Social Media Tools That Work for You

Free Social Media Tools

Page 19: Evaluating Social Media Tools That Work for You

Measurement of Twitter Campaigns

• Analyzes last 50 mentions of a hashtag or keyword

• Uses Boolean language

• Provides estimated reach and exposure/impressions

• Ranks top contributors

• Lists each tweets with details

• You can order a full report of all tweets for only $20

www.tweetreach.com

Page 20: Evaluating Social Media Tools That Work for You

Optimize & Manage Twitter Accounts

• Add multiple accounts up to 10K followers

• Details on who you follow & those following you

• Filter your community by a number of variables

• Create smart lists from searches

• Get insights into best times to tweet and

• Import email addresses to boost your network

www.socialbro.com

Page 21: Evaluating Social Media Tools That Work for You

Create Custom Tabson Facebook

• Build tabs on Facebook for contests, coupons, polls, fangates, etc.

• Completely free to connect your other social networks to your Facebook page

• Easy to use interface

• Reporting capabilities

• Premium accounts are based on number of fans so pricing is very reasonable

www.woobox.com

Page 22: Evaluating Social Media Tools That Work for You

Identify Phony Twitter Accounts

• Find out if an influencer has bought followers

• Get percentage breakouts of suspicious vs. inactive vs. good followers

• It identifies suspicious accounts for you for action

• Unlimited number of searches

• Ability to share results with your networks

www.socialbakers.com/twitter/fakefollowercheck/

Page 23: Evaluating Social Media Tools That Work for You

Analyze Social Media Channels

• Instant metrics that analyze your social network activity

• Multiple reports for Facebook and Twitter

• Almost every channel covered including LinkedIn, Pinterest, Vine & Instagram

• Ability to link Google Analytics to get reports on your website or blog

• Reports are colorful and extremely insightful

http://simplymeasured.com/free-social-media-tools

Page 24: Evaluating Social Media Tools That Work for You

For real user reviews of social media tools, check out TrustRadiushttp://www.trustradius.com

Page 25: Evaluating Social Media Tools That Work for You

The Right Tool for Someone Else…May Be the Wrong Tool For You

Know What You NeedBefore You Invest

Page 26: Evaluating Social Media Tools That Work for You

THANK YOU

@tonyobregon


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