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Making social media monitoring and analytics work for your brand
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© 2010 Marketwire
Making Social Media Monitoring and Analytics Work for your Brand:Gaining Insight from Information
Matt Farlie,Product Manager
Garry Przyklenk,Online Marketing Manager
© 2010 Marketwire
Agenda
• Challenges in social media monitoring• 5 W’s of business intelligence• Real-world applications• Heartbeat• MAP• Q&A
© 2010 Marketwire
Challenges presented by social media
• Joining the conversation (Where?)
© 2010 Marketwire
c/o Brian Solis
Join the conversation, but where?
© 2010 Marketwire
Challenges presented by social media
• Joining the conversation (Where?)• Reach vs. Affinity (Who?)
© 2010 Marketwire
Reach vs. Affinity
What is reach?• Total direct relations• Directly influenced
Examples of reach:• Followers• Fans/Likes• Subscribers• Impressions
My Brand
© 2010 Marketwire
Reach vs. Affinity
What is affinity?• Interest or intimacy• Close groups, relationships
Examples of affinity:• Authority• Influence
My Brand
© 2010 Marketwire
Reach vs. Affinity
Reach Affinity
Bullhorn S
ocial
© 2010 Marketwire
Reach vs. Affinity
Reach Affinity
Bullhorn S
ocial
VIRAL
© 2010 Marketwire
Challenges presented by social media
• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)
© 2010 Marketwire
Real-time challenge (When?)
• Competitive intelligence, ~30 days– Compete, comScore, Hitwise
• Broadcast metrics, ~1-2 days– Nielsen ratings
• Web analytics, 15 min-1 day– Google Analytics, Omniture, Webtrends
• Social media monitoring, Real-time– Sysomos MAP, Heartbeat
© 2010 Marketwire
Challenges presented by social media
• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)• Lots of data (What?)
© 2010 Marketwire
Lots of data (What?)
Breaking it down:• Over-arching themes• Segmentation• Data relationships
© 2010 Marketwire
Challenges presented by social media
• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)• Lots of data (What?)• Sentiment (Why?)
© 2010 Marketwire
Negative sentiment (Why?)
Sentiment of conversation:• Positive, negative or neutral?• Why negative?
© 2010 Marketwire
Positive sentiment (Why?)
Sentiment of conversation:• Positive, Negative or Neutral?• Why positive and neutral?
© 2010 Marketwire
Who’s doing social media well?
• SMBs– New word-of-mouth– Reducing customer service costs– Hyper-local reach
• Enterprise– Fortune 100 companies– Building and joining communities
© 2010 Marketwire
Real-world applications
• Brand/reputation management• Agencies
– Value-added social media reporting– Measure results and ROI on social media efforts– Business development, competitive intelligence
• SMEs– Identify influencers and advocates– Resolve customer service issues– Gain insights on competitors
© 2010 Marketwire
Dell’s infamous $3M on Twitter(and a few better examples)
• @DellOutlet generates $3M on Twitter
• Cisco reduces 43% of support cost
• Ebay finds engagement boosts ARPO by 54%
• Build-A-Bear built a platform, generated $500k
• BP’s reputation-management strategy
© 2010 Marketwire
Employ a SMART Approach
Socialize
Monitor
Analyze
Report
Target
© 2010 Marketwire
Socialize: Do what you do best
• Content is King• Context is Queen• Conversation is your Ace
Socialize
© 2010 Marketwire
Monitor: Best practices in listening
• Know the unknowns• Consider the source• How bad is bad? (sentiment)
Monitor
© 2010 Marketwire
Analyze: Maximizing ROI
• Discover the why• Do more for less• Lazy smart people automate!
Analyze
© 2010 Marketwire
Report: Relay actionable insights
• If we do “blank,” we should expect “blank” (source)
• Prioritize deliverables
Report
© 2010 Marketwire
Target: Leverage social media for leads
• Cherry pick from competitors• Develop a community• Recruit evangelists
Target
© 2010 Marketwire
The 5W’s of business intelligence
What are people talking about?
When did these conversations happen?
Where did these conversations happen?
Who’s talking and what’s their influence?
Why are conversations happening?
© 2010 Marketwire
Two core products
&
© 2010 Marketwire
Sources covered
• Blogs• Twitter• Facebook• Online media• Forums• Message boards• User-generated content sites
© 2010 Marketwire
MAP versus Heartbeat
Media Research
• Historical• Ad-hoc• Deep analytics• Strategic tool• Influencer identification• Discovery
Media Monitoring
• Real-time• Saved searches• Top-line dashboards• Tactical tool• Engagement• Collaboration
vs
© 2010 Marketwire
What is MAP?
Social media research and intelligence platform• Ad-hoc queries• Unlimited searches; unlimited results• Deep historical catalog to 2006• Volume/sentiment/geo/demographics• Influencer identification• Comprehensive charts and reports• Powerful filtering and sorting options
© 2010 Marketwire
MAP: Key functionality
Dashboard View
© 2010 Marketwire
MAP: Key functionality
Clip Results
© 2010 Marketwire
MAP: Key functionality
On-The-Fly Searching
Multiple Filters
© 2010 Marketwire
MAP: Key functionality
Key Conversations
© 2010 Marketwire
MAP: Key functionality
Entities Graph
© 2010 Marketwire
MAP: Key functionality
Volume & Popularity
© 2010 Marketwire
MAP: Key functionality
Geographic Insight
© 2010 Marketwire
MAP: Key functionality
Demographic Insight
© 2010 Marketwire
MAP: Key functionality
Sentiment Measurement
© 2010 Marketwire
MAP: Key functionality
© 2010 Marketwire
MAP: Key functionality
© 2010 Marketwire
What is Heartbeat?
Real-time Monitoring• Pre-defined keywords• Unlimited clip-results available• Volume/sentiment/geo/demographics• Collaborative workflow & engagement• Compelling charting and graphing• Extensive export and integration
© 2010 Marketwire
Heartbeat: Key functionality
© 2010 Marketwire
Heartbeat: Key functionality
© 2010 Marketwire
Heartbeat: Key functionality
Heartbeat Dashboard
© 2010 Marketwire
Heartbeat: Key functionality
Heartbeat Dashboard
© 2010 Marketwire
Clip Results
Heartbeat: Key functionality
© 2010 Marketwire
Heartbeat: Key functionality
Multiple-Layer Filtering
© 2010 Marketwire
Heartbeat: Key functionality
Geographic Insight
© 2010 Marketwire
Heartbeat: Key functionality
Sentiment Analysis
© 2010 Marketwire
Heartbeat: Key functionality
Demographic Insight
© 2010 Marketwire
Heartbeat: Key functionality
Measurement Functions
© 2010 Marketwire
Heartbeat: Key functionality
Sentiment & Demographic Comparisons
© 2010 Marketwire
Heartbeat: Key functionality
Volume Comparison
© 2010 Marketwire
Heartbeat: Key functionality
In-Platform Engagement
@user Both work well.
© 2010 Marketwire
Heartbeat: Key functionality
Follower Analysis & Authority
© 2010 Marketwire
Q&A
Please input questions into the webinar chat interface.
© 2010 Marketwire
Thank you!
• Websites:• www.marketwire.com• www.marketwireblog.com
• Twitter: @marketwire, #smmeasure
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