Social Media Monitoring: Everybody's Talking! Are You Listening

Everybody’s Talking! Are You Listening?

How Social Media Technology Brings Online Conversations to You

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Social Strategist@JeffreyLCohen

The B2B Social Media Book

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The Great Divide

250 million tweets/day

Volume of Conversations

1.5 billion posts/day


Billions of blogs,

comments,communities


@JeffreyLCohen

Monitoring the volume of social mentions requires people or technology.

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Three Phases of Monitoring• Listening• Measuring• Engaging

Brand and Product Mentions

Listening

Discover Signal from Noise

Listening

Monitor Competitors and Industry

Listening

Finding Influencers

Listening

Set a Goal

Measuring

Connect with Business Goals

Measuring

Measure what you can Move

Measuring

Respond to Questions

Engaging

Share Valuable Content

Engaging

Track Activities

Engaging

@JeffreyLCohen

Successful monitoring requires actionable goals that can be measured.

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Advice and Recommendations

Building Healthier Online Communities

Discover Content and Recommenders


Answer Questions and Publish Content


Solve Customer Problems


@JeffreyLCohen

Listen to customers like @GNCLiveWell so you can answer their questions.

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“Refresh Everything” Campaign

Integrating Feedback into Marketing

Monitored thousands of conversations overnight


Immediate feedback


Changed ad spend for follow-up campaign


@JeffreyLCohen

Collect real time feedback like @Pepsi to make smarter marketing decisions.

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Inner Circle of Power Users, Fans and Advocates

Discover and Build a User Community

Over 25,000 Members


Product Suggestionsand Comments


Product Roadmap, Prioritize Features and Catch problem


Advocates Share and Spread Content


Recruit New Members, Find New Communities


@JeffreyLCohen

Build an Inner Circle community like @IntuitInc for product reactions.

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Listening to Engineers, Business Owners and for Industrial Topics

Making B2B Social Media Work

Focus on Blogs andForums


Content Marketing, Product and Service Concerns and Competitive Intelligence


Distributed to Product Marketing and Dealer Relations


Discover New Leads and Retain Customers


@JeffreyLCohen

Listen across the B2B distribution channels like @CaterpillarInc.

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Monitors over 25,000 Daily Conversations

Social Media Command Center

11 Languages


Twitter Reach is Greater than Top 12 US Newspapers


Find Every Conversation and Respond for Service, Sales and Community


Route Relevant, Timely Customer Feedback to Anyone in Company


“It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.”


Manesh MehtaVP Social Media and Community

@JeffreyLCohen

The @Dell Command Center achieved 46% more customer reach with the same employees.

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Real Time Feedback to Inform Marketing, Product and Communications

Engage Athletes, Fans and Customers

Turn a Leading Sports Brand into a Leading Participatory Brand


Realized Increases in Site Traffic, Engagement and Sales


“Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.”


Bonin BoughGlobal Director of Digital and Social Media

@JeffreyLCohen

You don’t need a fancy room to do amazing social customer service.

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Thank You

Jeffrey L. CohenSocial [email protected]

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