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6Consulting

Social Media Monitoring and Engagement Specialists

UK Radian6 Partner

Paul Taylor, Co-Founder@Paul_TaylorUK

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software and service

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We monitor:

•Blogs

•Forums

•Video sharing sites

•Image sharing sites

•Mainstream news sites

•Micro Media

•Social Networking sites

•Forums

•Comments

Our role in social media:

Providing a Software platform to listen, measure and engage with your customers across the social web,

Insight Reporting to illuminate a new environment with multiple channels to reach your customers, and

Consultancy to manage high volumes of data flow, process mapping and training

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what is actually happening?

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• Corporate Application

• Kellogg’s

• Xbox

• DELL

• Configuration,15 Reasons to Listen

• Measurement

• The Future

• Questions and FAQs

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Case Examples

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how are leading corporates getting it right

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listen carefully, really understand your detractors

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Reason to get involved:

PR crisis

Action & Objectives:

Sponsorship withdrawn.

•Distance brand from cannabis use

•Damage limitation

•To educate a vocal community

Outcome:

Backlash within identifiable communities

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Xbox has an Elite Tweet Fleet

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Reason to get involved:

Poor customer service perception

Action & Objectives:

An Elite Tweet Fleet pilot program lead by their Community Program Manager

•To give support a human face•To proactively reach out to gamers•To educate a vocal community

Outcome:

Customers pleased at the instant nature of support via the Elite Tweet Fleet.

They share their positive experience with others.

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It’s not just about $6M sales figures

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Dell’s $6M return on investment was primarily generated through back-links from sales promotions and engagement

Another applications is their influencer relations programme for new products

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Social Media Monitoring

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Mapping out your approach

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it’s actually about conversational dynamic

1. Complaints

2. Compliments

3. Problems

4. Questions

5. Campaign Impact

6. Crisis Management

7. Competitors

8. Crowdsourcing

9. Influencers

10. Point of Need

11. Long Tail Customers 12. The Recruits and Employees

13. The Brand Association

14. Promoters, Passives and Detractors

15. Legal matters

• Design solid Boolean constructs with grouping

• Move beyond one dimensional brand terms

• Think about conversational dynamic and how your customer’s are expressing needs

• How many expressed needs are there across the social spectrum in any one month?

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new media, new measurement. . .

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Hard measurement

1. Click through sales

2. Social CRM

Soft measurement

1. Monthly count of positive comments

2. Reverberation, back links and reposts

3. Attention, visibility and comments

4. Resonance perspective on the conversation

What is the desired return?

1. Sales

2. Reputation

3. Awareness

4. Engagement

ROI: “Return on Investment or Risk of Ignorance”

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predicting the future. . .

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1. it will become negligent for customer service staff to not proactively seek out conversations of relevance to their brand

2. social research will become the opinion leader in every market research department and agency

3. customers will turn to social networks before they ring the company helpline

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typical questions

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FAQs

•How accurate is automated sentiment scoring?

•Do you cover Facebook?

•How do you integrate with CRM systems?

•How do you get your data?

•What languages does R6 cover?

•Can you filter to regions?

•What areas of the internet do you not cover?

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Thank you forListening

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www.socialmediamonitoring.co.uk

Twitter: @6consulting