Social Media Tracking Tool

Xiaoxiao Li

Table of Content

� Definition & Importance

� KEYHOLE

� Advantages and Disadvantages

� Recommendations

Social Media Tracking Tool

a certain search queryDEFINITION:

� A tool to monitor a company’s social media activities by tracking a certain search query

IMPORTANCE:� How to know your return on online marketing investment?

� How to know the effectiveness of your social media activity?

� How to generate data for future improvement?

� How to benchmark against your competitors?

KEYHOLE

real-time base� Monitoring in a real-time base� Using for Twitter, Facebook and Instagram

� Tracking keywords, hashtags and links

KEYHOLE

� a three-day free trial

� Flexible Searches

KEYHOLE - Features

� Paying more more information!

� Timeline:

During which period users talk about the

topic the most

� Paying more to get more information!

KEYHOLE - Features

unique users

repeats

Managerial Implications:

overall impact

� Unbalance"bombarded"

� Reach: number of unique users who receive tweets about Chanel

� Impressions: the total number of times tweets were delivered to timelines, including repeats

Managerial Implications:

� Reach provides an understanding of the overall impact of your campaign

� Unbalance between reach and impressions:

Users may feel "bombarded"

Managerial Implications:more insights about users and clients

More information for future marketing strategies

Influencer Identification

� who had the most retweets

� Who talked about your keyword the most

� who tweeted with the in chronological order

Influencer Identification

KEYHOLE Influencer View

Engage long-term partnership

KEYHOLE Influencer View � Managerial Implications:

Engage the most influential users for

long-term partnership

Advantages & Disadvantages

shared

PDF versions

� monitor their social media activities in real time

� deeper analysis

� benchmark against its competitors

� identify the most influential users

� Keyhole tracks can be shared with colleagues directly

� Tracking outcome can be downloaded by PDF versions

� After the free-trial period, you has to pay for it.

� the basic package starts from $129 per month

Recommendations

� the outcome can be sorted by sentiment (negative or positive mentions)

� Provide more insights based on profile information on Twitter and Facebook

e.g Working industry, living place, graduate school & etc.

References

� Ajan, S. (2013, December 5). Starbucks’ Tweet-a-Coffee Campaign Generated $180,000 in Sales, HUGE Long-term Benefits. Retrieved from http://keyhole.co/blog/starbucks-twitter-campaign/

� Meyer, A. (2014, March 4). REVIEW: REAL-TIME TRACKING WITH KEYHOLE. Retrieved from http://prbreakfastclub.com/2014/03/04/review-real-time-tracking-with-keyhole/#.VsvaWtxVhBdhttp://keyhole.co/features

� Understanding the Union Metrics TweetReach snapshot report. (2015, October 23). Retrieved from https://unionmetrics.zendesk.com/hc/en-us/articles/201201556-Understanding-the-TweetReach-snapshot-report

� Weinberg, T. (2015, March 24). 6 Social Media Monitoring Tools to Track Your Brand. Retrieved from http://www.socialmediaexaminer.com/6-social-media-monitoring-tools/

THANKSQ & A

THANKSQ & A