Upload
alterian
View
1.634
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Featuring Connie Bensen, Director of Community Strategy Thursday, November 19th 10:00am Central / 16.00 UK Marketers are coming to realize that there are many benefits to gaining valuable insights from online conversations. Setting up relevant searches can prove to be a daunting challenge. Then there's the step of separating irrelevant information from actionable information. Once that point is achieved then there is the big question of how to analyze the information and reporting. In this webinar, Connie Bensen, will explore best practices for social media monitoring & reporting. You will learn: -Common Applications of Social Media Monitoring -Search Design -Dealing with Noise and Spam -Reports and Analysis -Actions Based on Insights that Result in ROI
Citation preview
Social Media Monitoring
Agenda
• The Value and ROI of monitoring Social Media• Steps to Success• Reporting• Q&A
The New Rules of Engagement
Social Media Marketing by Definition
• Organic
• Transparent
• Authentic
• Community
• User generated Content
• Word of Mouth
• Viral
Social media marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
-Wikipedia
Social Media Marketing requires good listening skills
The Potential of the Brand Audit
Measure your Brand
• Volume of conversations• Sentiment & tone• Influencers• Sources by
– online – physical location
• Identify New Opportunities• Benchmark
Measure progress of Social Media Campaigns
Get in the game!• Historical data back to 2007• Actionable data• Identify new
communities to
engage in• Reporting
– High level to
granular
Provide excellent Customer Service
…beyond Twitter
• Blogs• Flickr• Forums
• Build WOM• Organic SEO• Ward off crises
Innovate with Competitive Insight
Find what you don’t know• Identify new markets and trends• Competitive strengths & weaknesses• Sentiment around competition
Create products that
consumers want
Do opinions online matter?• Monitor volume, sentiment and trending topics• Customizable dictionary• Efficiently identify influencers
Influence Public Relations
Are you listening for their questions?
• Lead generation– Higher quality leads– Reduce need for cold calling
• Build relationships• Shorten sales cycle
Lead gen and warm calling for Sales
Increase your SEO
Insight into consumers minds
• Theme clouds– Brand– Competitors– Industry
• Author tag clouds• Link building• PPC
Steps to Success
• Choose Tool(s)• Search Design• Dealing with Noise and Spam• Analysis and Reporting
The Social Media Monitoring Funnel
http://www.ignitesocialmedia.com/social-media-monitoring-funnel/
1. CHOOSE A TOOL
Social Media Monitoring Tools
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader, BoardTracker
Twitter TweetBeep, TwitterSearch
Social Bookmarking Delicious, Digg, Reddit
SM Search Engine SocialMention, Serph, Keotag
Multimedia Search YouTube, Flickr
Custom Feed Social Media Firehose, Yahoo Pipes
Professional Tools Alterian SM2 (Techrigy), Radian6, Scout Labs, Visible Technologies
Website Traffic Google Analytics, Quantcast, Alexa, Compete
Blog Traffic & Backlinks
Technorati, Wordpress
Overview Xinu
2. SEARCH DESIGN
Setting up the Search
• Brand
• Competitors
• Industry
• Tip -
– Set it up on a spreadsheet. Great for reporting too!
– Use a search engine to browse for ideas
– Use quotes to group phrases
“recipes” and “tailgating” versus “tailgating recipes”
What is the Goal?
• Date range• Dependent on goals
• Size challenges• too broad • too narrow
• Tips: – estimate the search size
Organizing your Search
• Use Categories– Organize Themes– Trending Topics
Additional Considerations
• Effective searches• Use natural language
– McDonald’s, MickeyD’s, Mac & Don’s, Mcd’s– Starbucks, SBUX
• Use Categories to track trending topics – campaigns, recalls, issues, total of a topic
• Create searchable campaigns• Tag lines that are easily trackable• Microlanding page with matching url• Use URL shorteners such as bitly.com
3. DEALING WITH NOISE AND SPAM
Dealing with Irrelevant Results
• Look for Patterns to Identify Irrelevant Results– Domains - the sources – Theme Cloud – the main topics in the content– Author Tag Cloud – the tags most frequently used
• Add Exclude Criteria– Words to exclude– URL’s to ignore
4. REPORTS AND ANALYSIS
Business Development
1. Less 2. More 3. None
Volume over Time
Sentiment and Tone
Trending of Positive and Negative Sentiment
Which Reports to Use?
< What was the goal? >
Value and ROI
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty, awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn
Time vs Engagement
Brand Audit
Corporate Marketing
Public Relations
Customer Service
Social Media Campaigns
Sales – Lead Gen
Competitive Insight
Product Development
Search Engine Optimization
Time
Popularity
• Connect with Influencers• Link Building
Word Clouds
• SEO
Map Overlay
• Potential new markets, PPC campaigns• Offline events
Sentiment and Tone
• Respond to negative commentary• Gather feedback
Communities
• Join communities that advocate your products• Join that of your competitors
Five Steps to Success
Listen Plan Engage
• Establish Objectives• The goals drive what will be measured• Set goals in terms of % change desired• Benchmark existing levels • Report on a regular basis.
Resources
• Peter Kim’s Wiki of Social Media Marketing Examples– http://wiki.beingpeterkim.com/
• Groundswell by Charlene Li and Josh Bernoff
• Measuring Public Relationships by Katie Delahaye Paine
• Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge
• Personality Not Included by Rohit Bhargava
• Trust Agents by Chris Brogan & Julien Smith
Questions
Connie BensenDirector of Community Strategy
Twitter: @cbensen
Blogs: http://EngagingTimes.com
http://ConnieBensen.com