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