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What is Meltwater Buzz?
• Listen
• Analyze
• Engage
Meltwater Future of Content Survey
5%12%
24% 24% 24% 28%
44%
10%
10%
13% 14% 18%18%
18%
16%
36%13%
26%
32%30%
24%
42%
20% 36%
22%
14%16%
8%27%
22%14% 14% 12% 8% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
US Germany UK Singapore Australia Norway Sweden
Visionaires
Followers
Catching up
Reluctants
Averse
More visionary More averse
Companies attitude to social media
• International survey
• 450 companies across the world
• Non-clients, across industries and
sectors
•
The importance of monitoring
buzz around company / brand
Extremely
Important
43%
Quite
Important
41%
Neither
Important /
unimportant
9%
Not particularly
Important
5%
Not particularly
Important
3%
Hmmm…
How do I get started?
- 8 straightforward tips
1: Start listening in
2: Define why
3: Strategy & playbook
4: Choose channels that suit your ”why”
5: Engage
6: ”Respond or not”
7: Measure your Social Media ROI
8: E
valu
ate
Why it matters
…from a client perspective
Clare Carney
Digital Marketing Executive
Trader Media Group
Auto Trader Social Media Objectives
• Establish engaged community of motorists
• Strengthen ‘ownership phase’ of brand offering
• Increase brand affinity and create advocates
• Support wider CRM strategy
• Draw in, own and defuse crisis comms issues
• Drive valuable actions onsite
Auto Trader’s social media strategy:
• Grow & Manage earned social community
• Monitor wider web conversation
• Measure key valuable metrics & benchmark
• Report actionable insights back to stakeholders.
• Integrate earned/owned media where appropriate
How does Auto Trader use MBuzz?
LISTEN:
• Positive & negative feedback
• Crisis comms alert network
ANALYSE & REPORT:
• Key valuable metrics
• Competitor analysis
• Actionable insights
ACTION:
• Research
• Engage
• Product development
• Extending social media beyond marketing department
• Fully integrating monitoring with engagement
• Understanding the true influence of buzz
What’s next?
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